Unexplored to Digitized: Increasing Online Visibility

We were engaged to help launch and manage multiple Facebook pages for the system’s community hospitals. Our first step was to learn more about each care center through initial kick-off calls with local teams. After identifying individual priorities, we assembled for each hospital a social media playbook that focused on brand voice and best practices. We also developed tailored strategies, including editorial calendars and KPIs, to define goals and help track success for the Facebook pages. 

To ensure a studied, personalized approach, we established weekly touch-base calls to source subject matter, build rapport and train local team members on social media best practices. We homed in on person-oriented content, including team member spotlights and community support posts, as a core element of every strategy. Concurrent with our organic growth tactics, we used various secondary strategies, including paid promotion to convert Facebook group users to hospital page followers.

The health system increased online visibility for its subsidiary hospital communities, deepening ties with local stakeholders and community members. The new Facebook pages achieved high-performance metrics and provided key insights into the care centers’ patient populations and online behaviors. Corporate messages amplified through newly built social channels helped to strengthen and centralize internal communications. 

Diversifying a large health system’s social media strategy requires: