Instagram has more than 1 billion active monthly users. So healthcare marketers can’t afford to skip Instagram marketing.
A strong social media presence is a crucial component of a healthcare marketing strategy. Yet, many hospitals don’t have an Instagram account, or if they do, they barely update it.
So how to get started? Check out these hospitals and health systems that rock at using Instagram to connect with current and potential patients. And you can see how healthcare brands can engage with an Instagram audience.
Open an Instagram channel for your hospital (or dust off your existing one) and get ready to sparkle:
Most people turn to social media for entertainment or an escape. Give your Instagram followers enjoyable content. Hospitals and health systems tackle serious, life-or-death issues, but there are joyful, celebratory moments as well. Capture and share those moments with your audience.
Hospital doing it well: 1. Columbia University Irving Medical Center Columbia University Irving Medical Center is a teaching hospital based in Washington Heights, New York. They posted a video of current Columbia Medical School students welcoming the incoming class with a parody of a musical number from the film “In the Heights.”
View this post on Instagram A post shared by Columbia Medicine (@columbiamed)
A post shared by Columbia Medicine (@columbiamed)
Patient stories make an impact and pack an emotional punch. People are more likely to engage with Instagram content when it moves them. Showcasing real patients also helps families and potential patients get a glimpse of the care and treatment your healthcare organization provides.
Hospital doing it well: 2. Hurley Medical Center A recent post highlights the Sessink triplets, who spent 13 weeks in Hurley’s NICU. Through a series of images, Instagram followers see the newborns’ early days in the NICU and the current smiles of the healthy 1-year-old babies.
View this post on Instagram A post shared by Hurley Medical Center (@hurleymedicalcenter)
A post shared by Hurley Medical Center (@hurleymedicalcenter)
Instagram offers so many ways to tell a story. Use them all!
Hospitals doing it well: 3. Cleveland Clinic Cleveland Clinic always creates original, educational content tied to timely events. Check out their 1-minute video on 5 “bone-chilling” facts they released around Halloween — it’s entertaining and filled with surprising bone facts sure to pique their Instagram followers’ curiosity. (Do you know what the smallest bone in the human body is? Watch the video to find out!)
View this post on Instagram A post shared by Cleveland Clinic (@clevelandclinic)
A post shared by Cleveland Clinic (@clevelandclinic)
4. Northwestern Medicine Northwestern created a slideshow with tips on how to talk to unvaccinated loved ones. It’s easy to read because it’s visually appealing (a must on Instagram) and has quick takeaways and quotes that their social media followers can use to have a difficult conversation.
View this post on Instagram A post shared by Northwestern Medicine (@northwesternmedicine)
A post shared by Northwestern Medicine (@northwesternmedicine)
Highlights is a user-friendly feature on Instagram. It allows followers to create a collection or menu of Instagram Stories that will always be visible to them (instead of disappearing within 24 hours).
When users visit your Instagram profile, the Highlights receive prime real estate at the top. Use this space to showcase content that informs users about your brand. Categorize content to spotlight your healthcare organization’s specialties.
Hospital doing it well: 5. Penn Medicine See those blue circles with graphics at the top of Penn Medicine’s Instagram profile? Each of those links to a treasure trove of visual content that followers can dive into. Topics include patient stories, COVID-19 vaccine information and details about their new pavilion.
Penn Medicine gets extra points for creating those uniform cover images that make their profile look neat and polished.
A key part of a social media marketing strategy involves using high-quality images and designs. But how do those individual designs work together to identify your brand?
Consider incorporating elements of your logo, your brand colors or a tagline into photos so followers will immediately recognize your posts in their newsfeed. Weaving the same visual elements and colors throughout your posts gives your profile a cohesive look.
Hospital doing it well: 6. Highmark Health Highmark incorporates its logo’s blues and peach tones into many of its Instagram images. Even when they use stock photography, they often choose shots with the blue of their logo. This tactic gives their profile a pleasing, professional appearance.
Inspiring patient stories and behind-the-scenes glimpses of your hospital are the bread and butter of healthcare social media marketing. But don’t forget to include content that directly applies to the everyday life of your Instagram followers.
Hospital doing it well: 7. Houston Methodist Hospital Houston Methodist incorporates fun food face-off videos. They appeal to users’ sense of curiosity about some of the latest foods trends. (Don’t you want to know what’s better for you — a turkey burger or an Impossible™ veggie burger?) Their videos are quick, fun to watch and give you actionable ways to make healthier choices in your daily life.
View this post on Instagram A post shared by Houston Methodist (@houstonmethodist)
A post shared by Houston Methodist (@houstonmethodist)
We’re more likely to picture celebrities strolling down a red carpet than walking hospital halls. But many celebrities have charitable foundations or are committed to giving back.
Ask your PR department to help recruit someone famous to get involved in your organization. And you don’t have to land Angelina Jolie. A local celebrity or social media influencer will also work.
If the celebrity or influencer can’t visit in person, they can still help from afar. Ask if they can:
These actions will help raise your hospital’s brand awareness and the number of social media followers you have.
Hospital doing it well: 8. Children’s Healthcare of Atlanta (CHOA) Before the World Series Parade in Atlanta, Atlanta Braves star Ronald Acuna Jr. stopped by CHOA to visit some fans. The CHOA social media team took a photo of the baseball player with a patient/fan and tagged him in the post, garnering almost 5,000 likes.
View this post on Instagram A post shared by Children’s Healthcare of ATL (@childrensatl)
A post shared by Children’s Healthcare of ATL (@childrensatl)
Current events or national holidays are often on everyone’s minds — and trending on social media platforms. Use newsworthy stories or timely content as a jumping-off point for social media posts.
Hospital doing it well: 9. Boston Children’s Hospital This post does double duty, commemorating both Child Cancer Awareness Month (October) and the Boston Marathon. The hospital introduces Caroline, who was diagnosed with kidney cancer at age 4. A slideshow depicts Caroline’s journey to becoming cancer-free and eventually cheering on her dad at the marathon.
View this post on Instagram A post shared by Boston Children’s Hospital (@bostonchildrens)
A post shared by Boston Children’s Hospital (@bostonchildrens)
During the COVID-19 pandemic, health misinformation was a problem like never before. Hospitals and health systems must educate and provide their patients and communities with the truth. Use your social media platform to debunk fake news and promote facts.
Hospital doing it well: 10. The Ohio State University Wexner Medical Center When football player Aaron Rodgers was spreading false information about the COVID-19 vaccine, OSU Wexner Medical Center used an image of the quarterback to make a funny meme. In the caption of the photo, they debunked Rodgers’ claims point-by-point.
View this post on Instagram A post shared by OSU Wexner Medical Center (@osuwexmed)
A post shared by OSU Wexner Medical Center (@osuwexmed)
The blue checkmark next to the name of an Instagram account means that Instagram recognizes your authority. It’s called having a verified account. Seven of the top 10 Instagram accounts on this list are verified. Benefits to being verified on Instagram include:
Learn how to request verification on Instagram.
Looking for an overall content strategy that will help supercharge your content? Reach out to us today!
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