Unexplored to Digitized: Increasing Online Visibility
THE CLIENT CHALLENGE
A large regional health system wanted to develop fresh and personalized social media strategies for several of its community hospitals. In divesting from a shared, system-wide calendar and individualizing content for its hospitals’ unique audiences, system leaders could deepen ties within those communities, increase online visibility and better engage with patients.
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:
Creating compelling and vibrant content catered to specific audiences
Forging relationships with team members at local hospitals.
Become Native Experts
Adjusting social tactics based on insights gained from routine metrics reporting.
Act and React
THE WIDER LANDSCAPE
The Road to Localizing Social Strategy
Establishing high-performance practices that are easily implemented and repeatable
Customizing content while remaining loyal to core corporate messages
Advising on-the-ground hospital teams on effective social media practices
Gaining familiarity with pain-point themes, news and perspectives of community hospitals
increase in likes on a Facebook page
engagement rate on a Facebook page, or 260x the industry average
quarter-over-quarter increase in page visits to a Facebook page
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