In many ways, the social spearhead for a major US hospital is the same as the social spearhead for any brand. Storytelling, engaging an audience, managing community feedback, and analyzing your efforts are part of every social media marketer's job. However, hospital social groups face particular challenges when operating in a highly regulated industry. Audiences see them as community leaders and educators. The patient stories they tell and the feedback they receive often have life-changing consequences. We set out to identify the teams that go above and beyond on social — the ones that are truly exceptional in this challenging field. Below you will find 19 of the best social media groups from the nation's top hospitals each group is responsible for a number of most successful and engaging social media content in the medical industry (you can read more in our latest report, below).
NewYork-Presbyterian Hospital boasts the most engaging social media presence of any hospital in the United States, according to our latest research . As a Social Media Associate, Emily masterminded the NYP's social strategy and maintained the hospital's status as a supportive and educational community platform.
The Cleveland Clinic is lucky enough to have a large professional team growing its social media efforts. This stellar team generates twice as much social content as the average US hospital and boasts one of the highest engagement rates in the country.
Rounding out the top three is Audrey Laine Seymour of the Mayo Clinic. The Mayo Clinic is at the forefront of and shoulder to shoulder with its peers when it comes to social video content and was responsible for one of the “Most Liked” Facebook video posts of any hospital this past February.
Shannon has been with the University of Pittsburgh Medical Center since 2015. During her time with UPMC, she has built one of the most engaging social presences in the hospital industry, reaching audiences on Twitter, Facebook, Instagram, LinkedIn and — yes — even Pinterest.
Daniel was in charge of social media at Indiana University School of Medicine last year. Like its peers in the top 5, IU Health maintains a rich social presence and attracts a large amount of engagement.
The leading social media team at UCLA Health places special emphasis on uniting their organization's silos under one powerful, unified brand voice. According to Digital Marketing Director Linda Ho, they dedicate themselves to social following, which gives them a proactive approach to engaging with their audience and being aware of the social conversation around them. around the hospital.
One such proactive strategy is the UCLAMDChat chain. This webinar series connects audiences with doctors and medical professionals via Facebook Live, YouTube, and Twitter. Viewers follow to receive the latest on medical advances at UCLA, conditions, and treatments.
Linda offers this advice to social media teams in highly regulated industries: “Put a process in place to curate content as well as content contributors. Be patient as you work toward establishing a formal policy toward achieving your goals. ”
Johns Hopkins Medicine
Elena and Breana both joined Johns Hopkins in 2016. In addition to running the hospital's social presence, the team also maintains a successful email marketing strategy with a strong subscriber base.
UCSF Medical Center
The social group at UCSF Medical Center caught our attention when they flipped a Facebook link post — often one of the worst performing types of social content — into a major attraction. . Instead of letting comments simply accrue on their announcement post, the UCSF team sent out a personal thank you to all the wise men.
Massachusetts General Hospital
Since 2016, Monique has been spearheading Massachusetts General Hospital's social strategy and has even worked with local colleges to show students what hospitals are doing in digital marketing.
Mount Sinai Health System
The top 10 round is the team at Mount Sinai, serving the New York City community.
Cedars-Sinai's growing social media team engages its audience and manages community response on Facebook, Twitter and Instagram.
Vanderbilt University Medical Center
This small team does it all for the Vanderbilt community: brand management, blogging, analytics, social, and more.
The strong team at Memorial Hermann serves their Houston community on Facebook, Twitter, Instagram, and LinkedIn.
Alicia H all, Digital Content Specialist
This team leads the social strategy, implementation, and content development for the Adventist Health System and its flagship facility, Florida Hospital.
John Winkelman has overseen communications, social and otherwise, at Mercy for over 14 years. His marketing efforts serve a wide audience throughout the south, as Mercy is one of the largest Catholic health care systems in the United States.
During his brief stint at Michigan Medicine, Ed Bottomley built a vibrant social presence through human-centered content, specifically stories focused on medical students and doctors. resident doctor of Michigan.
“Even though I'm a social media group of one, that's just the name,” Ed said. “I am so fortunate to be part of a forward-thinking team at the Michigan Department of Medical Communications, where every member invests in social media. This creates a dynamic environment where we are eager to try new things and the value of social media is accepted and accepted. ”
The Christiana Care team does it all, from social strategy and brand management to crisis communications.
“Be realistic!” Christina Stolfo said when asked what hospitals should do on their social channels. “Convince your boss to invest in a paid social space. Meet potential patients instantly with useful health information. ”
That view is working for the team at Northwell Health, whose fine-tuned paying campaigns see CPCs as low as $0.08 and a CTR as high as 3.3 percent. Like many other organizations, Northwell faces challenges when it comes to disrupting algorithms and attracting an outside audience. Meeting their audience “now,” especially with tools like Facebook Business Manager, has helped them rise above the noise.
The past year has been a commendable one for social media at BayCare, who turned patient and team member stories into a successful system-wide brand campaign titled “Humanity at Work.” ". The BayCare team focuses on storytelling, feature-length content, and video, and supports their hard work with both paid and organic efforts on their social channels.
When asked what was the most challenging thing about BayCare's team, Stephanie Abeles said, “Resources. Producing engaging, meaningful content requires planning, execution, and social media savvy. Creating content that is consumable for different channels and ensuring effective customer service can be very demanding and requires a team of trained professionals. ”
The BayCare team also relies on tools like Hootsuite and Reputation.com to manage their channels and keep abreast of social conversations.
“Socialize programs and campaigns with leadership and key stakeholders,” advises Stephanie. “They can be your biggest champions and endorse the strategy as it is rolled out across the organization.”
Want to see more of these social media professionals' special jobs? Download Convince & Convert's report, The best social media from top US hospitals .