1. Content Strategy & Development

Brew began with a comprehensive audit and strategy phase to identify gaps and opportunities in NUHS’s social strategy. This included: 

• Audit of NUHS’s existing social media presence, to understand what was already working, what wasn’t landing with audiences, and where the biggest gaps in platform coverage existed.

• Competitor analysis to benchmark content approaches, examining how comparable healthcare institutions and regional health systems were showing up on social.
   
• Identification of key content pillars aligned with NUHS’s strengths, translating NUHS’s core areas of expertise into content territories that could sustain long-term publishing.

• Development of execution frameworks for each content pillar, so that every piece of content had a clear format, tone, and purpose before we began production.

Content pillars were designed to balance relevance, relatability, and retention:

• Education (health insights, medical knowledge): the foundation of NUHS’s credibility on the platform. Rather than clinical explainers, content was framed around everyday health concerns and questions real audiences were already searching for.

• Human stories (patients, healthcare professionals): Featuring the people behind the system, doctors, nurses, staff, and researchers, created an emotional connection and made NUHS feel warmer and more approachable.

• Thought leadership (research, innovation): positioning NUHS beyond day-to-day healthcare delivery and into the broader conversation about where medicine is heading.

• Brand storytelling (NUHS ecosystem and impact): connecting the dots across NUHS’s hospitals, polyclinics, and medical schools to tell a larger story about the institution. 

Each pillar was designed to serve a different audience need while reinforcing NUHS’s positioning as a future-ready, people-first healthcare system.

2. TikTok Content Management

Brew managed the end-to-end production and publishing of TikTok content, encompassing: 

• Conceptualisation and storyboarding of video ideas
• On-site filming and content capture
• Post-production, including editing, graphics, captions, and music
• Publishing at optimised timings for engagement

Brew produced 4 TikTok videos per month for NUHS, ensuring consistent visibility and algorithmic momentum.

Content was designed to be short, engaging, and easy to understand, as well as informative without being overly clinical.

• Quiz formats, memes, and candid behind-the-scenes moments helped make doctors and staff feel more human. 
• The pacing and format of videos matched TikTok platform behaviour; short, punchy, and designed for completion rather than passive viewing.
• Medical topics were reframed around everyday concerns, rather than centred around dry terminology. 

This approach allowed NUHS to communicate complex healthcare topics in a format that audiences could easily consume and share. Publishing four videos per month was also a strategic decision Brew made to give NUHS’s account the momentum it needed to establish consistent engagement.

3. Performance Tracking & Optimisation

Monthly reporting ensured continuous improvement and alignment with performance goals:

Brew monitored metrics including engagement rates and audience demographics, as well as research into emerging content trends. This allows us to make actionable recommendations for content optimisation and plan themes and formats for upcoming content

This iterative approach ensured that content evolved based on real audience behaviour.