Sources & References
A hospital is fifteen departments competing for one social media feed. Here is how to manage it without drowning.
Cardiac wants heart content. Orthopedics has surgery photos. Maternity captured a beautiful moment. HR wants recruitment posts. The CEO wants CSR coverage. And someone posted a Canva graphic with a typo.
Most hospitals centralize through one overwhelmed coordinator posting generic content, or decentralize with zero consistency. Neither works.
Hub: Central team (1-3 people) managing main accounts, brand guidelines, advertising, performance.
Spokes: Department champions — one person per department identifying content opportunities, coordinating with hub.
The champion spots the story. The hub produces and publishes. 3 to 5x more content than centralized-only, with brand consistency maintained.
Instagram: One main account. Feature different department each week. 5 to 7 posts/week. Mix: doctor spotlights 30%, patient stories 25%, facility 20%, education 15%, milestones 10%.
Facebook: Repurpose Instagram. Add community content. Use Groups. Budget 10,000-30,000/month for boosting.
YouTube: Hospital tours. Department intros. Procedure explainers. Patient documentaries. 2 to 4 Shorts/week, 2 to 4 long-form/month.
LinkedIn: Employer branding. Executive thought leadership. Corporate partnerships. 3 to 5 posts/week.
Twitter/X: Real-time health communication. Health tips. Media engagement. 1 to 2/day.
Build 48-hour buffer for clinical content.
Never ignore. Respond quickly, move offline. Never discuss patient details. Follow up and close the loop.
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Writing on healthcare growth, AI-powered patient acquisition, and the operational reality of marketing inside hospitals and clinics.
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Adjacent practices, the relevant tools, and the case files where we shipped this thinking against real patient-acquisition targets.
