In many ways, spearheading social media for a major U.S. hospital is like spearheading social for any brand. Telling stories, engaging an audience, managing community feedback, and analyzing your efforts are part of every social media marketer’s job. Hospital social teams, however, face the unique challenge of operating in a highly regulated industry. Audiences look up to them as community leaders and educators. The patient stories they tell and feedback their receive often carry life-changing consequences.
Social teams at these institutions have to be exceptional listeners and top-notch strategizers. We set out to identify the teams going above and beyond on social media—the truly exceptional in this challenging field. Below you’ll find the 19 best social media teams from the nation’s top hospitals, each one responsible for some of the most successful and engaging social media content in the health industry (which you can read more about in our latest report, below).
NewYork-Presbyterian Hospital boasts the most engaging social media presence of any hospital in the U.S., according to our latest research. As Social Media Associate, Emily masterminds NYP’s social strategy and upholds the hospital’s status as a supportive and educational community cornerstone.
Cleveland Clinic is lucky enough to have a large team of pros heading up its social media efforts: Nada Youssef, Stephanie Petrucci, Shelby Simmons, and Elizabeth Melhus. This stellar team generates twice as much social content as the average U.S. hospital and boasts one of the highest engagement rates in the country.
Rounding out the top three is Mayo Clinic’s Audrey Laine Seymour. Mayo Clinic stands head and shoulders above its peers when it comes to social video content and was responsible for one of the most “Loved” Facebook video posts of any hospital this past February.
Shannon has been with the University of Pittsburgh Medical Center since 2015. In her time with UPMC, she’s built one of the most engaging social presences in the hospital industry, reaching audiences on Twitter, Facebook, Instagram, LinkedIn, and—yes—even Pinterest.
Daniel took charge of social media at Indiana University Health last year. Like its peers in the top five, IU Health maintains a prolific social presence and attracts a striking amount of engagement.
The top-notch social media team at UCLA Health places special focus on uniting their institution’s silos under a strong, unified brand voice. According to Digital Marketing Director Linda Ho, they’re devoted to their social media monitoring, which helps them take a proactive approach to engaging with their audience and stay aware of the social conversation surrounding the hospital.
One such proactive strategy is the UCLAMDChat series. This webinar series connects audiences with doctors and medical experts via Facebook Live, YouTube, and Twitter. Viewers tune in to get the latest information on medical advances at UCLA, conditions, and treatments.
Linda offers this advice to social media teams in heavily regulated industries: “Have a process in place to manage content as well as content contributors. Be patient as you work towards establishing a formal policy towards 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 robust subscriber base.
UCSF Medical Center
The social team at UCSF Medical Center caught our eye when they turned a Facebook link post—usually one of the worst-performing types of social content—into a major point of engagement. Rather than let comments simply accumulate on their announcement post, the UCSF team personally thanked every well-wisher.
Massachusetts General Hospital
Since 2016, Monique has spearheaded Massachusetts General Hospital’s social strategy and even worked with local colleges to show students what hospitals are doing in digital marketing.
Mount Sinai Health System