SocialMedia.org Health Fall Board Meeting

Show & Tell: Boosting physician reputation in the digital age

Haley Overcast, Le Bonheur Children’s Hospital

Boosting physician reputation is hard and doesn’t happen overnight. Through a strategic social media approach over the last few years, Le Bonheur Children’s Hospital supercharged physician reputation, including moving the needle on U.S. News scores.   

Join Haley Overcast, Marketing and Communications Manager at Le Bonheur Children’s Hospital, as she shares how they empowered physicians to confidently engage online, fostered collaboration on content across platforms like LinkedIn and Doximity, and developed a winning social media strategy for conferences.   

The results are undeniable: physicians are now vocal champions of the value of social media, LinkedIn engagement has skyrocketed, and Doximity paid content consistently outperforms benchmarks.  

Show & Tell: Instagram: A social media playground

Shari Williams, Northwestern Medicine

From working with content creators to dialing into the intricacies of paid strategies, hospital social media leaders are using Instagram as a testing ground to pilot new ideas. Hear directly from Shari Williams, Senior Marketing Specialist (Social Media) at Northwestern Medicine, on how they use their highest–engaged platform, Instagram, to test and learn new features, expand their reach, and collect audience insights. We’ll talk through this channel’s strategic importance in Northwestern Medicine’s content strategy and how they’re measuring the impact of their efforts on the platform. 

Show & Tell: How brand and paid boost engagement for lean teams

Machan Carter, MedStar Health

We often hear that Facebook has become a pay-to-play environment, but how do you drive growth when your hospital’s budget is small and its marketing team is shrinking?

MedStar Health’s Senior Social Media Specialist, Machan Carter, will share the story of how their team used paid and organic social media to help boost the overall engagement and engagement rate of one of their hospitals. Hear how they collaborated with colleagues at the hospital and corporate levels to improve our boosted post strategy and increase that hospital’s Facebook engagement rate from 1.13% in FY22 to 5.73% in FY23. If you want to learn how to maximize performance when resources are scarce, this session is for you! 

Member-Led Discussion: Making the case to expand your social team

Diane Davis, Nationwide Children’s Hospital

Social media leaders often must prove the need for more resources, especially an adequately staffed team. Making the case to hospital leadership isn’t always an easy conversation.

Join Nationwide Children’s Hospital’s Diane Davis, Director of Social Media, who will lead this discussion on how hospital social media leaders can effectively demonstrate the need to expand their team. This includes showing how the social team can align their strategy with hospital business goals and proving a growing team allows you to meet strategic priorities and goals associated with brand reputation, recruitment, and clinical care.