As the social media creator and Director of Marketing for HCANA, I craft impactful social media content that engages, informs, and strengthens brand presence. With expertise in video production, content strategy, and brand storytelling, I specialize in transforming ideas into engaging digital experiences. My approach focuses on authentic connection, high-quality visuals, and strategic messaging that resonates with the audience.

  • Knoxville Recovery Center had no clear brand identity when it launched. It was positioned as another detox and residential center, but nothing set it apart. When the Knoxville Model program was introduced, everything changed—KRC had to be repositioned as a high-end, personalized recovery option rather than a standard treatment center.

    The challenge was:

    • Finding KRC’s brand identity and defining its messaging.

    • Shifting the marketing approach to sell the Knoxville Model as an exclusive, one-on-one treatment experience without making it seem elitist.

    • Educating the public about KRC’s unique high-end amenities (NAD+ IV therapy, acupuncture, private rooms, personal training, trauma-focused therapy, etc.).

    Approach:

    Rebranding KRC as a High-End, Personalized Recovery Center

    • Overhauled visual branding and messaging to reflect exclusivity and quality.

    • Updated social media content to highlight one-on-one treatment, flexibility, and premium services rather than just standard detox/residential care.

    Launching the Knoxville Model

    • Created a multi-platform campaign to introduce the Knoxville Model, clearly explaining that it was not a replacement for existing programs but an additional premium option.

    • Produced a long-form video interview with Graham, KRC’s Program Director, to break down how the Knoxville Model works.

    • Designed carousel posts and reels highlighting the premium services.

    Selling KRC’s Amenities & Exclusive Feel

    • Focused on high-quality video content showcasing NAD+ IV therapy, acupuncture, and private rooms.

    • Used real testimonials from clients who thrived in the Knoxville Model.

    Results:

    • Established KRC as a high-end treatment option rather than just another facility.

    • Successfully launched the Knoxville Model, with increased inquiries from professionals, executives, and high-profile clients.

    • Repositioned KRC’s social presence to reflect quality, security, and one-on-one care.

  • Oasis Recovery Center and its newer expansion, Oasis River Recovery, are highly experientially based programs - but the branding and marketing didn’t fully reflect that. The facilities’ surrounding nature is a selling point, with its mountains, trails, rivers, and outdoor activities providing the perfect backdrop for holistic recovery.

    The challenge was:

    • Shifting the focus away from a clinical rehab image and towards an adventure-based, holistic healing experience.

    • Leveraging Asheville’s natural beauty to make Oasis feel like a retreat, not just treatment.

    • Using client and staff testimonials to create emotional connections and showcase personalized care.

    Approach:

    Selling the Adventure & Holistic Healing Experience

    • Created stunning visual content featuring mountain views, hiking excursions, and adventure therapy sessions.

    • Designed branded graphics and videos showcasing yoga, mindfulness, sound healing, and outdoor group therapy.

    Testimonial-Driven Storytelling

    • Developed a video series featuring clients and staff sharing their recovery journeys.

    • Launched staff testimonial videos to highlight the caring, compassionate team at Oasis.

    • Produced behind-the-scenes content of group excursions to showcase the personal connections built at Oasis.

    Positioning Oasis as a Unique Retreat

    • Used messaging that emphasized “healing in nature”, making it clear that Oasis is not just a rehab but an experience that reconnects people with themselves and nature.

    Results:

    • Strengthened Oasis’s reputation as an adventure-based, holistic recovery center.

    • Increased engagement and shares, especially on testimonial and outdoor adventure posts.

    • Established Oasis Recovery and Oasis River as destination treatment centers, attracting clients seeking more than just traditional rehab.

  • Asheville Detox Center was a new facility with no established brand identity. Selling detox is already a tough challenge—detox is scary for people, and they are hesitant to commit to it. Unlike residential programs, detox isn’t about long-term connection; it’s about safety and medical care.

    The challenge was:

    • Finding ADC’s brand voice and defining its identity in a competitive space.

    • Overcoming the fear factor of detox by making it feel secure, professional, and medically trusted.

    • Educating potential clients about why medical detox is the safest option.

    Approach:

    Creating a Clinical, Trustworthy Brand Identity

    • Developed clean, professional visuals to make ADC look like a secure medical facility, not a rehab.

    • Designed infographics and carousels explaining detox procedures, safety, and what to expect.

    Overcoming Detox Hesitancy with Education

    • Launched a series of explainer videos featuring ADC’s medical team, answering FAQs like:

      • “What happens in medical detox?”

      • “How do we manage withdrawal symptoms safely?”

    • Created client stories about people who feared detox but successfully completed it.

    Focusing on Medical Expertise & Safety

    • Highlighted ADC’s licensed medical team and 24/7 supervision to build trust.

    • Used calm, reassuring messaging that focused on security, safety, and medical oversight.

    Results:

    • Positioned ADC as a trusted medical detox facility.

    • Increased engagement on educational posts, with many being saved and shared.

    • Established ADC as the go-to detox center in Asheville, appealing to people who were hesitant about detox.