Getting the Word Out about the GBMC HealthCare System: It’s Not Your Father’s Marketing Plan

Over the last few years, our marketing department has done an excellent job promoting the GBMC HealthCare System on social media channels like Twitter, Instagram, LinkedIn, and Facebook (more on this below). You may not think about a hospital having a significant social media presence, but GBMC HealthCare is trying to change that for our patients, employees, volunteers, and other members of the community.

Facebook Live is the largest live streaming social media platform with over 1.7 billion Facebook users worldwide. In the last 18 months, GBMC has produced more than 100 Facebook Live shows, which serve as valuable content on our redesigned website, GBMC.org. The shows originate on Facebook and feature a variety of GBMC experts, services, and volunteers. GBMC’s marketing team has established partnerships with local television and radio media to produce content that highlights the great work being done at GBMC. This platform has enabled our healthcare system to build a bigger audience by making professional broadcasts that are richer in style and content. The key here is to go where people’s attention is and include them in the conversation. We’ve used the many advantages of Facebook Live to engage hospital patients and our followers through active listening, real-time feedback, and viewer participation.

We have monthly programs called “To Your Health” and “Greater Living Live,” which provide Facebook viewers and live-studio audience members with information on clinical and surgical services as well as other health and medical initiatives within the GBMC HealthCare System. It’s been a great avenue to promote subjects and specialties that don’t often receive coverage on local and regional broadcast news or print. I encourage you all to watch our previous shows by visiting https://www.youtube.com/user/GBMCMedia and to look for future shows on the GBMC Facebook page. I am sure you will enjoy them and learn more about GBMC!

One unique aspect of our social media strategy is the monthly “Healthy Cooking Demonstration,” featuring Mike Salamon, a chef who is also a bariatric surgical patient, and Jana Wolff, RD, LDN, the Director of Nutrition from GBMC’s Comprehensive Obesity Management Program. Mike and Jana prepare a healthy meal on their show and encourage viewers to post questions and feedback throughout the thirty-minute demonstration. The recipes are then posted on https://www.gbmc.org/greater-living for anyone who would like to refer to them.

In addition to a significant Facebook presence, GBMC’s second most popular social media platform is LinkedIn. LinkedIn provides a great opportunity to share departmental and staff accomplishments with potential job seekers and employees alike. GBMC is also very active on Twitter and Instagram, delivering messages to help guide patients to our services, provide helpful health information, and recognize our talented staff and volunteers.

Our social media strategy encourages two-way communication between our workforce and customers, who are encouraged to “join the conversation” virtually through Facebook Live events or in-person by attending live studio audience opportunities.

We are excited about the future of GBMC’s social media presence and we invite you to follow us on all of our social media platforms!

Facebook: @gbmcmedia
Instagram: gbmchealthcare
LinkedIn: gbmchealthcare
Twitter: @gbmchealthcare
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