Building Woman360Care’s Digital Presence

Objective

When I joined Woman360Care as Digital Marketing Manager (Nov 2019 – July 2020), my mandate was clear: elevate the clinic’s digital presence and build meaningful campaigns that reflected the brand’s philosophy.

At the heart of Woman360Care is Dr. Heather Edwards, a specialty surgeon at Southlake Regional Hospital in Newmarket. A distinguished urogynecologist with extensive credentials, Dr. Edwards wanted to go beyond hospital practice to address women’s intimate health more holistically, leading her to launch Woman360Care. Beyond her medical expertise, she is also a philanthropist and advocate, deeply committed to addressing sensitive health issues with compassion. She often goes beyond her role as a specialist to champion the well-being and dignity of women.

Despite her reputation in the medical community, Dr. Edwards’ digital footprint did not reflect her stature or mission. The clinic’s website was running on Wix, which limited both functionality and design flexibility, while social media presence was nearly nonexistent. Dr. Edwards approached me to help transform her digital brand, ensuring it represented her values and connected with women in a way that was authentic, educational, and empowering.

Idea

My strategy revolved around two pillars:

  1. Foundational Digital Assets – A complete overhaul of the website and the creation of professional, consistent social media channels that could carry her voice and mission.
  2. Insight-Based Campaigns – Developing meaningful campaigns rooted in empathy and community connection, especially in the midst of the COVID-19 pandemic, when healthcare narratives were rapidly evolving.

Execution

Website Development

The first priority was the website. Working closely with a web developer, I transitioned Woman360Care from Wix to WordPress to unlock greater customization, SEO capability, and scalability. The new website was designed with:

  • A modern, mobile-responsive layout.
  • Clear navigation tailored to women seeking sensitive healthcare information.
  • Dedicated sections for philanthropy, services, and educational resources.
  • Integration with multimedia and blog content for ongoing thought leadership.

This move instantly elevated the clinic’s digital credibility, providing a platform where patients, peers, and the community could connect with Dr. Edwards’ mission.

Social Media Launch

I established official social media accounts for Woman360Care on LinkedIn, Twitter, Facebook (Meta), and YouTube. Each channel was optimized with consistent branding, tone of voice, and visuals.

Next, I built a content calendar focused on women’s intimate health education—simplifying medical concepts into accessible posts, tips, and videos. The goal was not just visibility, but trust-building. Social media became a space where patients felt seen, understood, and empowered to take charge of their health.

Campaigns

With the foundation in place, I spearheaded three major campaigns during my tenure:

Campaign 1: Tribute to the Nurses

As COVID-19 struck, frontline healthcare workers were stretched to their limits. Dr. Edwards, known for her generosity of spirit, wanted to acknowledge the sacrifices of her peers. Together, we created a heartfelt video tribute dedicated to nurses worldwide.

  • Execution: The video was shared across Woman360Care’s website and social channels.
  • Tone: Empathetic, personal, and celebratory of the invisible heroes of the pandemic.
  • Impact: The video resonated deeply within the nursing community, generating over 60,000+ organic views and widespread shares in professional groups and forums.

This campaign highlighted Dr. Edwards’ compassionate leadership while strengthening Woman360Care’s digital voice at a time when authenticity mattered most.

Campaign 2: The Power is You

Campaign 2: The Power is You

To inspire women locally, I conceptualized “The Power is You”, a community-driven campaign celebrating resilience and self-empowerment.

  • Execution:
    • A microsite was developed specifically for submissions.
    • Social media promotions and targeted Meta ads were run, focusing on Newmarket and Aurora.
    • The campaign invited women to share their stories, with entries forming the backbone of the initiative.
  • Results:
    • ~50 heartfelt entries were received.
    • 5 winners were randomly selected, each awarded free incontinence treatment—a significant gift aligned with Dr. Edwards’ medical specialty.
    • While patient privacy limited public-facing content, anonymous testimonials were shared, allowing the spirit of the campaign to shine through.

      This campaign not only expanded local reach but also positioned Woman360Care as a brand that listens, supports, and empowers.

Campaign 3: We Have Superpowers

This hyper-local initiative was designed to uplift the morale of female staff within the 372 Hollandview building in Aurora, where the Woman360Care clinic operates.

  • Execution:
    • A total of 18 employees from various clinics in the building were photographed and featured as superheroes
    • Their portraits were showcased as elevator wraps for three weeks, transforming daily commutes into moments of pride
  • Impact:
    • Gave visibility to everyday healthcare heroes who are rarely recognized
    • For many women, this was their first time being publicly acknowledged in such a celebratory way
    • The campaign created a positive ripple effect across the building, reinforcing the clinic’s role as not just a healthcare provider, but a community cheerleader

Results

Collectively, these efforts marked a complete transformation of Woman360Care’s digital identity.

  • The website became a credible, user-friendly hub for patients and the community.
  • Social media channels amplified the clinic’s voice, enabling deeper engagement and trust-building.
  • Campaigns delivered both tangible outcomes (60k+ organic views, 50+ local submissions, free treatments delivered) and intangible value (morale boosts, community goodwill, strengthened brand trust).

Each initiative reinforced Dr. Edwards’ philosophy of leading with empathy, generosity, and empowerment.

Closing Note

During my tenure, Woman360Care’s digital presence was strategically launched and successfully leveraged to run three high-impact campaigns. These channels served their purpose as campaign platforms and community touchpoints during a crucial period of growth.

In later years, the clinic made an internal decision to deactivate its social media channels due to operational considerations. However, this does not diminish the measurable impact created during the campaigns, nor the lasting digital foundation established through the website and brand storytelling.

My role at Woman360Care exemplifies how thoughtful digital strategy—rooted in empathy—can transform a medical practice into a trusted and relatable brand.