3. Add an app or two
Already have a landing page? Why not add some applications to your Facebook page. Apps let you highlight specific areas of focus beyond the basic information on your main page.
Kansas City, MO's Children's Mercy Hospital uses apps to highlight two of its service lines: oncology and neonatology. Within the apps—think of them as sub-pages to the hospital's main Facebook page—users can learn more about each service line and view embedded videos.
You could also use apps to post employment opportunities, promote a fundraising initiative, or share information about a major news event or announcement.
4. Create a campaign page
Another way to expand your Facebook presence is to create a separate page just for a long-term ad campaign. Kaiser Permanente did this for its "Thrive" campaign and has received more than 15,000 likes.
You may also create other, secondary pages, when appropriate. Perhaps it would benefit you to have individual pages for your physicians' organization or for your outpatient clinics. Just make sure the content is integrated and that the pages link to one another.
By enhancing your Facebook presence, you can cultivate a more educated and engaged customer base and generate more clicks for your organization's website. And while it may be fun to experiment with Twitter and Google+, for now Facebook is still the main social networking site to focus your efforts on.