Marketing General Social Media

Ochsner Health Harnesses the Power of Front-line Workers for Social Media

Our 2021 Medigy HITMC Awards have officially launched! As an homage to our incredible winners from 2020, we decided to catch up with a few of them to highlight their wins and to see what they have been up to.

In this article, we hear from Ochsner Health, the winner of the award for Best Social Media Use/Campaign in 2020. This award recognized the best use of social media (any platform) as part of an overall marketing, communication, sales or educational campaign.

Social media use has become the cornerstone of almost every single organization’s marketing strategy. Organizations all over recognize just how prevalent social media is in the lives of most customer bases. In the healthcare provider space, it’s no different. Their use of social media is an important way of connecting with their patients and providing them with the important information they need.

What did winning the 2020 HITMC Award for Social Media Use/Campaign of the Year mean to the marketing team at Ochsner Health?

Winning the 2020 HITMC Award for Social Media Use/Campaign of the Year was validation to the digital team within the marketing department at Ochsner that we understand what resonates with our social media audience. The winning entry reflected Ochsner’s deep and longtime connection with our community and our historical significance as a compassionate and innovative leader in healthcare. The award motivates us to continue to seek out good-news stories that will further strengthen our community’s affinity for our brand. We appreciate the honor!

What role does social media play for an organization like Ochsner?

Social media is a crucial tool in how we communicate with patients, employees and other community members. During the COVID-19 pandemic especially, our social media platforms have been an important method of combating misinformation about the disease and the vaccine. We use real-life employee and patient testimonials to encourage responsible and healthy behaviors. We partner with organizations such as the New Orleans Saints football team and governmental agencies, such as the City of New Orleans, to further amplify our messages and reach even wider audiences.

In the past year, how has Ochsner Health’s use of social media changed or evolved?

We’ve never posted as many photos, videos and stories about real Ochsner employees as we did in 2020. We allow employees to speak with candor about the challenges they face, but always end their messages on an uplifting and hopeful tone. Their stories have resonated with our audience more than anything else we do, and their authority as front-line healthcare workers carries significant weight in influencing our patients and community.

Does social media still have relevance for healthcare providers in 2021?

If we thought 2020 was a big year for us on social media, 2021 is certain to top it. Interest in the pandemic and the COVID vaccines multiplies every day and continues to bring us a wider audience. We will continue harnessing the power of our employees’ influence in 2021 by significantly growing our Brand Ambassador and Executive Thought Leader programs.

What are 5 elements of a good social media campaign?

  1. Does this campaign have emotional appeal? Does it answer the question, “Why should I care?’’
  2. Is the campaign aimed at a clearly defined audience on the right social media platform, at the right time?
  3. Is your audience engaging with the campaign, and are you answering and responding to their comments and questions?
  4. Is there a clear call to action?
  5. Is the campaign analyzed after the fact to see what went well and what could have been done better?

Interested in nominating someone for the 2021 Medigy HITMC Awards? Visit our awards page to see all of this year’s categories and how you can nominate an organization or individual who did outstanding work last year.

About Ochsner Health: Ochsner Health is a system that delivers health to the people of Louisiana, Mississippi and the Gulf South with a mission to Serve, Heal, Lead, Educate and Innovate. Ochsner Health is a not-for-profit committed to giving back to the communities it serves through preventative screenings, health and wellness resources and partnerships with innovative organizations that share our vision. Ochsner Health healed more than 876,000 people from across the globe in 2019, providing the latest medical breakthroughs and therapies, including digital medicine for chronic conditions and telehealth specialty services. Ochsner Health is a national leader, named the top hospital in Louisiana and a top children’s hospital by U.S. News & World Report. As Louisiana’s leading healthcare educator, Ochsner Health and its partners educate thousands of healthcare professionals annually. Ochsner Health is innovating healthcare by investing in new technologies and research to make world-class care more accessible, affordable, convenient and effective. Ochsner’s team of more than 26,000 employees and 4,500 providers are working to reinvent the future of health and wellness in the region. To learn more about Ochsner Health, visit ochsner.org. To transform your health, visit ochsner.org/healthyyou.  

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