Communications Specialist - Corewell Health

Social Media | Storytelling | Content Marketing

From September 2022 to December 2025, I worked on the corporate communications team at Corewell Health, a leading health system in Michigan. I supported content curation and development about patient experiences, industry leadership, tech innovations, employee stories, and more.

Through data-informed social strategy, our team created engaging content and increased following and reach. Throughout my three years, our pages’ monthly organic impressions regularly reached the millions.

LinkedIn | Facebook | Instagram

This page serves as a repository for the public work I’ve contributed to the Corewell Health social pages. All thoughts and opinions are my own. I am not acting as an authorized spokesperson for Corewell Health.

Social strategy informed by data and inspired by real people.

Developing Stories

My favorite part about working in social is sharing positive stories—from patient experiences to honoring team members. We sourced story leads, interviewed, wrote copy, curated photo or video, and scheduled posts.

Team Collaboration

The social team was part of the system’s overall external comms. To tell our good stories, we worked with our designers, PR teams, executive leadership, and more.

Tracking Results

Our strategy was informed by data. We analyzed our efforts monthly, quarterly, and annually using tools like Hootsuite and Brandwatch.

Reputation & Inbox

We used social listening tools like Brandwatch and Proofpoint to track conversations across the web—comments, DMs, tags, and more—so we could respond effectively.

Industry Trends

One of the most challenging aspects of working in social is keeping tabs on developments in the industry. It’s always changing—so we would, too.

Content Innovation

While constant change is a challenge, it’s also a perk of social media. We’d always explore and experiment with new ways to tell our stories.

Work Sample - Instagram Strategy

I supported the launch of 16 new Instagram pages to boost recruitment for the medical education programs. These pages represent a specific residency or fellowship program, showcasing their unique community and physician learning experience.

Starting any new page from scratch is a huge lift, so we approached this project carefully. After the first year, we evaluated how we could continue to grow each page’s following and improve content quality.

The first and most important step was to identify who the programs were trying to reach.
For us, it was current medical students exploring residency programs, or current residents looking to apply for fellowship.
Beyond basic demographics, we answered questions like:
- Does social media play a role in the application process?
- What social platforms do they primarily use? How do they use them?
- How do other reputable GME programs use Instagram or TikTok?
Next, we defined 4 major themes that serve as the basis of all content planning.
These themes are clear and trackable—so that we can see what our audience engages with most month by month.
While everything is built on strategy, there’s room for evolving and trying new things. Each program offers a unique learning experience and culture—so their Instagram page should, too.
Each program is located in different areas of Michigan, so we rely on a collaborative approach with residents and staff to help capture good photo content.
It was essential to create a solid intake process, otherwise I would be drowning in emails with pixelated photo attachments and zero context.
I created step-by-step guides for file storage, scheduling, and tracking photo contributors. I have an ongoing “Post Ideas” resource that provides photo and caption needs for creative ideas. We also host a monthly brainstorming meeting to stay in touch.
The coolest (and trickiest) thing about social is how it constantly changes—both what your audience engages with and the platforms themselves.
To stay ahead, we built reporting structures and content tags that can help guide growth and new paths forward.