3 Ways to Feature Employees in Hospital Marketing Campaigns

Jacqueline Fellows, for HealthLeaders Media , June 19, 2013

3.Advocate Sherman Hospital's Heart Healthy Facebook campaign
To celebrate American Heart Month this past February, Sherman Hospital (formerly Sherman Health Systems) launched a daily heart health tip.

The 28 tips were pushed out daily in a Facebook post that featured a high quality photo of a hospital staff member holding up a brightly colored heart with the daily tip on it. Examples featured everyone from the CEO, who held up day 11's tip, "Eat your veggies," to a surgical nurse holding up day 23's tip, "Fiber Up."

Tonya Lucchetti-Hudson, director of public affairs and marketing for Sherman Hospital, says featuring the hospital's staff and volunteers helped patients relate better to the message that heart health was important. "It gave heart health a face," says Lucchetti-Hudson.

"When you have an actual person who is working at the hospital giving you a heart tip of the day, it makes it real, puts a face on it and makes it personal, and that's the perfect venue for social media because [you're] engaging at a very personal level."

Since the main venue for the daily tips was Facebook, the posts were shared, liked, and commented on by the staff member's own Facebook network, increasing the reach of the campaign. There are many other ways to engage and include the staff in marketing activities.

They are an untapped resource as potential blog writers, Facebook posters, but mainly, brand ambassadors. Show employees how committed you are to communicating with them, and they'll spread the message for you.

Jacqueline Fellows is an editor for HealthLeaders Media.
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