5 health care organizations that make the most of social media

Busy medical professionals and communicators must diligently and consistently polish their brand’s online presence.


Health care marketers can’t afford to ignore social media.

With the right strategy, organizations can increase campaign awareness, gain community support, and garner insight from a like-minded community of professionals and individuals.

For health care organizations, social media marketing must revolve around the brand while still engaging audiences and holding their attention.

Skyword.com offered the following examples of five health care organizations that have developed and maintained compelling social media marketing strategies.

Cleveland Clinic

The nonprofit academic medical center has a strong presence on Facebook, Instagram, Pinterest, Twitter, YouTube and LinkedIn. It has created a welcoming, knowledgeable and community-centric personality by featuring people-centered and approachable photography, along with posts about local interests and friendly stories from its blog that answer common questions.

By focusing on the needs of its audience, Cleveland Clinic has developed an engaged social community on mulitple platforms.

Quest Diagnostics

The home page of this Fortune 500 organization’s website addresses both B2C and B2B audiences and includes a special social media section that enables visitors to connect directly with brand managers on Facebook, LinkedIn, Instagram and Twitter.

All of Quest Diagnostics’ social media accounts reflect the company’s professional, yet approachable, tone through simple, warm, supportive language that helps audiences feel like members of the community.

Communicators also spotlight their employees, which humanizes the clinical brand.

Philips Healthcare

This health-centric division of the larger Philips brand is focused on creating a better future through its wellness-related products and services. This mission is reflected in its social media marketing strategy, which features an array of content based on its advances in health care and technology.

Its “Innovations in Health” group on LinkedIn comprises a select community of health care professionals, which speaks to an audience interested in the latest health care solutions. This has resulted in an exclusive community of over 140,000 members with a passion for health care and technological innovation at both the professional and consumer level. This community ultimately gives Philips Healthcare abundant insight and knowledge that can be used for future innovation.

Johnson & Johnson

The company has led the way for health care brands in social media marketing by establishing its own unique tone. Rather than merely posting and tweeting about its latest news, brand managers create and share content with a comprehensive focus.

This strategy shows that the company understands its audience and their interests enough to develop and endorse content that’s both relevant and timely. Brand managers deeply engage their online following and keep them returning for more.

Orlando Health

This not-for-profit health care network has established a social personality that feels upbeat, warm and personal. Its social media posts span a wide range of initiatives and interests, such as informational stories about better well-being, adorable photos of therapy dogs and the latest local news. Every post displays its passion for its people.

Orlando Health overcomes the challenge of creating a friendly and fun social media personality by incorporating a holistic wellness approach with a focus on the needs of both the individual and the larger community.

A version of this article is on the MDG Advertising blog.

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