Healthcare Social Media Made Simple

Brian Lee: 

Welcome everyone. Today’s session focuses on social media and how it impacts patient experience and organizational reputation. 

Key Insight: 

Organizations must create systems to manage social media effectively. Success depends on consistency and intentional engagement. 

Online Reputation: 

The internet plays a major role in influencing opinions. Patients actively search for reviews and experiences before choosing healthcare services. 

Important areas to monitor include: 

• Google reviews 

• Facebook 

• Healthcare-specific platforms (Healthgrades, etc.) 

• Employee feedback platforms (Glassdoor) 

Strategic Social Media Use: 

1. Be intentional: Every post should have a purpose aligned with your organization’s goals. 

2. Know your audience: Different demographics engage with different platforms (e.g., younger audiences on Instagram, older on Facebook). 

3. Post consistently: Posting 2–3 times per week helps maintain visibility and engagement. 

4. Use engaging content

• • Text only posts have low engagement 

• • Graphics increase visibility 

• • Videos generate the highest engagement and sharing 

5.  Provide value: Focus on content that informs, supports, or builds trust with your audience: 

• • Community updates 

• • New services or programs 

• • Patient success stories 

• • Staff recognition 

Handling Negative Feedback: 

• Do not react emotionally 

• Respond calmly and professionally 

• Acknowledge concerns (e.g., “We understand”) 

• Avoid arguments 

• Move conversations offline when appropriate 

For serious issues: 

• Address concerns privately 

• Avoid sharing confidential information 

• Follow regulations such as HIPAA 

Engagement Beyond Social Media: 

Organizations should also use non-digital engagement tools: 

• Signage in facilities 

• Patient feedback tools 

• Communication apps 

Immediate feedback tools help resolve issues before they become public complaints. 

Getting Started: 

• Start small (focus on one or two platforms) 

• Assign a dedicated team or leader 

• Create a content calendar 

• Use tools like scheduling platforms 

• Track engagement and adjust strategy over time 

Final Message: 

Social media is an extension of patient experience. Organizations must manage it intentionally, consistently, and proactively to build trust, reputation, and engagement. 

Thank you for your commitment to improving patient experience.