Role
PR Strategist and Team Leader
Client
Mission-Driven Tech |Public Relations Student Society of America (PRSSA)
Ask
Build a full social media playbook from scratch for a cervical cancer health tech startup with only a LinkedIn presence - giving them the strategy, voice, content pillars, posting plan, and scheduling infrastructure to launch across five platforms.
Why this Matters?
Cervical cancer is one of the most preventable cancers — but only when women have access to information about screening, HPV vaccination, and treatment. Mission Driven Tech is developing a brachytherapy device for cervical and uterine cancers and needed a communications foundation that could reach patients, clinicians, and the public simultaneously. They had a product in development, a co-founder story worth telling, and almost no social presence to show for it.
Methodology
We went beyond surface-level data by conducting a full competitor analysis and running individual platform audits across five channels. Every recommendation in the playbook traces back to something we found — a gap, a pattern, an audience that wasn't being reached.
Digital Audit
The website audit revealed gaps that were quietly undermining MDT's credibility before anyone reached their social channels. A strong mission statement wasn't enough when the founder story, press coverage, and social links were all missing or buried.
Social Media Plan
Each platform got a distinct audience and a distinct job to do. Instagram and Facebook reach the patient and survivor community. TikTok reaches women in active treatment and captures a brachytherapy content gap no one else has filled. LinkedIn speaks to clinicians and partners. Reddit is the first-mover play.
Content Pillars
The pillars came directly from what was missing. Only 2.9% of healthcare content captures patients during active treatment. Only 1 of 42 stories in our audit mentioned brachytherapy. The emotional and informational gaps were enormous and MDT had the access to fill them.
Social Media Strategy
Consistency was the baseline, same handle, same profile image, same brand tone across every platform. From there, each channel got specific activation rules: what to post, when to engage, and what to never do. Reddit required its own framework entirely, where transparency and sounding like a person matter more than polish.
Content Calendar
The posting schedule was built on research, not intuition. Twice a week keeps quality high without audience fatigue. Tuesday and Wednesday consistently outperform every other day across platforms — and the behavioral data explains why.
The Bigger Picture
This project confirmed my interest in communications work that actually matters. MDT isn't selling a lifestyle, they're trying to help women survive. Every recommendation had to hold up against that weight. The best social strategy isn't about making noise. It's about meeting the right people with the right information at the exact moment they need it. MDT had a mission worth amplifying and we built the infrastructure to do it.
Full Presentation Here
Earned Media
Coverage secured through our PRSSA pro-bono campaign for Mission Driven Tech - placed in two of Mizzou's most-read outlets, no paid placement.
Show Me Mizzou
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Official Mizzou news hub
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31,000+ students, faculty, and global alumni
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digital
Columbian Missourian
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Award winning news room
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digital and print
2 EARNED PLACEMENTS
31K+ MIZZOU COMMUNITY REACHED
In Collaboration With
Lauren Rowbottom, Taegan Johnson, Sarah Henry Harvard, Ashley Phillips, Fegga Xu