Jennifer Adams at Encompass Health shares how she’s working to overhaul the social media strategy and process for their 136 hospital location pages

Historically we had claimed hospital location pages for future use. Jennifer Adams
As the Digital Media Manager at Encompass Health, Jennifer Adams manages both the Encompass Health enterprise page and the 136 location pages underneath it as a social media team of one.

Before she started last year, the organization went through a rebrand to increase awareness of business strategy, highlight strengths, and define what makes Encompass Health unique. Part of the rebrand was to make sure their social messaging was streamlined, consistent, and up to date across their enterprise channels (Facebook, Twitter, and LinkedIn) and their individual hospital pages on Facebook.

In the wake of that rebrand, one of Jennifer’s big goals has been better utilizing those hospital location pages.

“Historically we had claimed them for future use,” she said. “It is now time to move into phase two of how we can best use them to support our hospitals. We want to start using them to promote their local content, while also promoting our enterprise-level blog and thought leadership content.”

This project to expand and improve these location pages began gaining more momentum this past summer.

According to Jennifer, much of that initial conversation was around looking at the pages and discovering the key areas that initially needed to be updated.

“We have Google tours for a lot of our hospitals, so we wanted to utilize those photos,” said Jennifer. “We updated our profile pictures with high-quality images. I also created a photo album for every hospital, showing our hospitals and letting people see inside of them.” Around 80% of the hospitals now have finalized Google photo tours.

Different regions might need different content, so we want to work more with the hospitals on giving them the opportunity to provide local content in their communities. Jennifer Adams
Then, Jennifer said, they started strategizing content around August. That involved working with their content team on what was important company-wide and among team members that work with the local hospitals.

“We started posting about once a week in September, so they’ve had several months of content on the pages,” she said. “In 2020 we’re looking to segment it down even more. Different regions might need different content, so we want to work more with the hospitals on giving them the opportunity to provide local content in their communities.”

Jennifer said having this many location pages has made them look at things differently for their enterprise-wide social media strategy.

“We want to make sure what we post on our pages is applicable to all of our hospitals,” she said. “We have hospitals in 37 states, and in both big cities and smaller towns. We needed to find content that resonates with people no matter where they are. But, we also wanted it to be personalized. So, if there’s a great patient story coming out of one of our Houston hospitals, we can share that on all eight of our Houston hospital pages.”

When planning out content, they’ve been focusing on both universal content and segmented content for specific regions.

If there's more of a regional specific story, then we may segment it and only post it to hospitals in that geographic area. Jennifer Adams
For example, she said, they have content such as “five tips on rehabilitation after a stroke,” which is helpful information no matter where their hospitals are.

“But, if there’s more of a regional specific story, then we may segment it and only post it to hospitals in that geographic area,” said Jennifer. “Around hurricane season, we wrote a piece on how our hospitals prepared for hurricanes, and I chose to only post it in the hospital locations that were along the coast.”

Jennifer said finding the more location-specific content is a collaborative effort.

While she’s a social team of one, she partners with people who work with their individual hospitals directly to learn more about the hospitals themselves.

“I also work closely with our public relations and crisis communication team, who keep me updated on hospital news,” she said. “Then, I work heavily with our content team, who produce a lot of the content for the blog.”

While Jennifer comes up with ideas and strategies to address an audience need for their social media channels, she relies on their content team to help her execute.

“I also work closely with our graphic design and video teams,” she said. “If we want a video or a patient story, there’s a lot of people that help make this possible.”

Right now, every single page gets at least one post a week. And, if she knows a hospital has a local event they want to spotlight, Jennifer can incorporate that as well.

With this many pages to keep track of, Jennifer said maintenance can be a challenge.

We're letting our clinicians and experts be the voice of the content we're putting out for people to see and learn and be educated. Jennifer Adams
“We use Sprinklr, which provides me with a helpful dashboard and helps me track everything out there so I’m not having to manually go to 136 pages and see things,” she said. “Then, it helps to work with my team to figure out where they need support and where we can provide that support through social media.”

While the project is still in the early stages, Jennifer said she’s been proud of the thought leadership content they’ve been able to put out.

“We’re letting our clinicians and experts be the voice of the content we’re putting out for people to see and learn and be educated,” she said. “From a thought leadership perspective, we’re keeping an eye on what’s working and what isn’t and adapting to it to continue growing our content.”

And, already, she said they’re excited to see these location pages take on life and create a purpose.

“Just looking at the engagement and page growth, especially the photo albums showing the inside of the hospital, this has definitely been worthwhile,” said Jennifer.

“Those drove engagement on a lot of our pages. Every page has different followers and engagement but, across the board, there’s been an increase in engagement with the posting and local content.”

Now, her primary focus is finding the best way to grow those location pages.

Listen to what people want to see on their social media channels, and try to put it together in a strategic way. Jennifer Adams
“We’re working on piloting that right now,” she said. “We’re trying to figure out the most efficient way to grow page engagement, and we’re experimenting with paid strategies.”

This year, they’ve made substantial progress in getting new profile pictures, cleaning everything up, creating their new content strategy, and getting into a rhythm for posting content to the pages. The next step is moving forward on the growth strategy for those pages.

For organizations with a lot of individual pages, Jennifer said making sweeping changes can take a long time, but it’s worth it.

“When you have 136 pages, updating profile pictures takes longer,” she said. “But I’m proud of what we’ve been able to accomplish. The pages look really good and on brand, and they’re in a prime place for us to really take it to phase two of growing them and getting more local content on them to give them that specific hospital personality.”

She said, early in the process, it’s important to talk to as many people across your organization as you can.

“Listen to what people want to see on their social media channels, and try to put it together in a strategic way,” she said. “Everyone will ask for content but we have to be thoughtful on what we push out to ensure it is on brand and it is content that is meaningful to our audience.”

Most importantly, she said this is just phase one for them. “We’re definitely not done, we’re just getting started,” said Jennifer.

Jennifer Adams has been a member of SocialMedia.org Health since 2019. You can follow her on LinkedIn.