Key takeaways:
- Prioritize community depth over audience size: Rather than chasing declining reach metrics or follower counts, focus on cultivating smaller, mission-aligned communities that foster genuine connection and trust.
- Leverage social listening thoughtfully and strategically: Use listening tools to identify actionable insights, like patient feedback on operations, but balance those findings with an understanding of audience context.
- Invest selectively and move early: Test emerging platforms before they “mature” to give your organization an advantage — even if early returns seem small.
Hospitals and healthcare social media leaders are facing increased volatility across all platforms. Policies, audience behaviors, and engagement models are shifting constantly. Leaders who rethink conventional strategies are finding new ways to strengthen trust, manage risk, and build influence.
During recent SocialMedia.org Health discussions, our members highlighted how they are adjusting with creativity. We’ll explore some of the insights shared by hospital social media leaders to navigate the ongoing shift in platforms and keep your brand safe.
1. Build Smaller, Stronger Communities
Healthcare social media leaders agree that success today isn’t measured by size, it’s measured by substance.
One SocialMedia.org Health member described Bluesky as “a paradigm shift” where it’s less about big numbers and more about the conversations you’re having. Emerging platforms offer unique spaces to foster niche, mission-aligned communities, particularly critical when trust and authority matter most.
Rather than chase declining reach metrics, our members are curating smaller audiences who are deeply connected to organizational purposes.
2. Use Social Listening, But Question the Data
Social listening has evolved from brand monitoring to a strategic necessity. But leaders warn that listening tools often amplify platform biases. One member shared how proactive listening helped surface operational issues, like confusing signage complaints, which provided insights leadership teams could act on immediately.
During our panel on navigating platform shifts and brand strategy, Seattle Children’s Senior Communications Specialist Matt Pearsall cautioned that X remains “easiest to listen to,” but to take any listening insights with a grain of salt because of the increased political discourse and shift of audience behavior on the platform.
He explained that the loudest voices aren’t always the most representative, a reality healthcare communicators must build into their strategies.
3. Shift Content Strategy from Reach to Impact
We’re seeing real communities, especially among medical researchers, moving [to Bluesky]. If that’s where they’re going, we should be ready to follow.
Matt Pearsall, Seattle Children’s
As Meta deprioritizes news and throttles organic visibility, leaders are shifting from chasing broad awareness to targeted health education.
One member explained, “We’re trying to build a healthy community, not just big numbers,” focusing resources on audiences who actively seek trusted, credible content. Matt emphasized that even small paid boosts can dramatically extend the right content’s reach.
“It’s important to have that strategy in your back pocket… it’s not a super expensive investment,” he shared.
Members emphasized that strategic, modest investment beats blind ad spending, especially in healthcare.
4. Move Early on Emerging Platforms If It Serves Your Audience
While healthcare social media leaders remain cautious, several are selectively testing new platforms. One member noted, “We set a benchmark of 100 million users before seriously considering a presence,” showing how patience is also critical for determining your investment on an emerging platform.
Meanwhile, Matt shared how Seattle Children’s is responding to organic pressure.
“We’re seeing real communities, especially among medical researchers, moving [to Bluesky],” Matt said. “If that’s where they’re going, we should be ready to follow.”
He also emphasized that social media teams should not wait for platforms to mature, but should go where your specific audience goes, even if it feels early.
“If you’re considering an emerging platform, or moving to a different platform, try it,” Matt added. “The best time to launch a new channel is three years ago. The second best time is now. Try it out, and if things don’t go well in a couple of years, you can walk away from it. However, if it takes off, you’ll be glad in three years that you invested the time and effort now.”
5. Own Your Digital Spaces
With platform policies increasingly volatile, healthcare organizations are doubling down on “owned” channels.
Members shared how they are prioritizing:
- Tighter content moderation in social communities
- Rapid takedown of misinformation
- Strengthening hospital websites and email ecosystems
“We’re building on rented land,” one member reminded. Those who future-proof their owned properties will weather platform storms better than those who rely entirely on third-party reach.
6. Navigate Platform Shifts with Your Peers
The new reality demands more than adaptation. Healthcare social media leaders are building resilience by focusing on authenticity, strategic listening, and intentional growth.
SocialMedia.org Health provides a confidential space where hospital and health system social media leaders benchmark, collaborate, and future-proof their strategies together.
