Compass Healthcare social strategy
A sixteen page plan for a healthcare provider in Arkadelphia, from brand audit and competitors to content pillars and engagement.
Overview.
Compass Healthcare is a clinic in Arkadelphia that offers primary care, urgent care, Direct Primary Care and aesthetics. Its tagline is Changing the Direction of Healthcare.
The strategy deck sets out how its social accounts should look, sound and behave, and what to post, in a form the clinic's team can work from.
What was made.
- Branding review and social media audit
- Market and audience analysis
- Four competitor profiles
- Six content pillars and a proposed feed
- Hashtag and caption strategy
- Engagement strategy for Instagram, Facebook and TikTok
The work.
Branding and audit
The contents page, a review of the Compass Healthcare logo, type, colours, imagery and voice, and an audit checklist for the profile picture, bio, captions, graphics, hashtags and content.
Market and competitors
Who the audience is, which platforms they use, what opportunities exist, and how four competing providers present themselves online.
Content system
Six pillars with example formats for each, and a proposed nine tile feed.
Captions, hashtags and engagement
A hook, value and call to action caption formula, a hashtag plan by platform, and engagement tactics for three platforms.
How the plan is built.
- Branding comes first. The deck records the brand's modern sans type, its blue, white and soft neutral palette, and a professional, caring and reassuring voice.
- The audit checks six parts of each profile: profile picture, bio, captions, graphics, hashtags and content.
- Market analysis names the audience: adults aged 25 to 65 and over in Arkadelphia and nearby, looking for accessible and trustworthy care.
- Competitors are compared on platform presence, content, visual style and strengths, and each comparison ends with an opportunity for Compass Healthcare.
- Content is organised into six pillars, so the feed has a mix of educating, promoting, relating, belonging, trust and action.
What the research found.
- Short educational videos that answer common questions, introductions to providers, behind the scenes clinic content, plain explanations of each service, and local content for Arkadelphia were the main opportunities.
- The deck also recommends stronger calls to action, so each post ends with something to do such as book, call, visit or learn more.
Captions and engagement.
Captions follow a Hook, Value and CTA pattern in a professional, caring and approachable tone, with hashtags used for searchability and not as the growth plan. Engagement tactics cover Instagram stories, polls and prompt replies, TikTok video replies to common patient questions, and discussion prompts on Facebook.
Formats.
Reach report, January to June 2026
Send us the footage.
Or the brief, the idea, or the account that needs a hand.
