Social media management

When I took over Wyoming Medical Center’s social media strategy in 2016, we had a Facebook page with about 3.2K followers. Now, we have more than 12,000 followers on Facebook, Instagram and Twitter. Over last month, our post reach was 212,000 with about 50,000 engagements.

Compelling stories and real people in our community drive the hospital’s social media. I use a mix of photos, videos, blog posts and videos to engage with fans.

COVID-19

The coronavirus pandemic has obviously been a harrowing experience for our caregivers, patients and families. I have used social media to rally support for our tired staff, increase compliance with masking guidelines and health orders, encourage vaccination and connect our community.

  • We made this masking video in one afternoon to try to slow a fast-growing surge of COVID patients in our hospital, using nurses and providers we encounter on the floors.

  • To increase vaccine acceptance, I paired images of our nurses, doctors and staff receiving their first shots with their quotes about why it was important.

  • #HealthCareHeroes is a series documenting hospital departments and teams to celebrate their hard work during the pandemic. They are among our most popular posts. I’ve featured one department per week since March, and departments have ranged from our ICU nurses to housekeepers to our vaccination team.

 
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#IAmWMC

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#IAmWMC started as a social media campaign to highlight all the different people and jobs required to make a hospital work. Each profile is featured on our website, on our external and internal newsletters and on our social media platforms, where they attract hundreds of engagements. For example, Lindee Zespy’s Facebook post had 341 likes and 51 comments. Posters of each subject hang throughout the hospital. The campaign has so far spanned three years and is one of the hospital’s most popular employee engagement efforts while also one of our most effective brand marketing campaigns. I created the campaign, interview the subjects, take the photos and create the posters and digital displays. You can see an album of some of profiles here, or two examples are included below.


#IAmWMC: Lindee Zespy, Human resource assistant: “People are my passion. I see all of my co-workers more than I see my own family, and I love being able to help employees. I feel like if I can help employees over here, it helps improve patient care on the floor.” – Lindee Zespy PDF

#IAmWMC: Bret Andrew, Certified medical assistant at Sage Primary Care: “There are days when you see tough situations, but that has made me want to pursue medicine even more. It’s fulfilling to see the impact a place like Sage Primary Care has on people’s lives. Being a small part of that means a lot to me." – Bret Andrew PDF

WMC HealthBites

WMC HealthBites is a video series I created to market Wyoming Medical Center physicians while reinforcing our brand as the health experts of our community. Each 2- to 3-minute video covers a health topic within the physician’s specialty that has high interest to the general public. Topics in the video series include diabetes, croup, children’s ear tubes, shoulder injuries and many more. The videos are posted on all our social media channels, in our digital newsletters and in digital advertising. I recruit physicians, select the topics and edit the videos for length and content.

To offer an example of reach, the Stroke video below was viewed 8.3 thousand times and reached 10.7 thousand people on the WMC Facebook Page during Stroke Month in 2019.

Christmas Carols

I created the hospital’s Christmas carol campaign as a fun way to involve the staff in our holiday messaging. For the first few videos, I picked popular Christmas carols and recruited hospital teams and departments to sing one line apiece. These generated tens of thousands of engagements on our social media platforms.

In 2018, I solicited departments to create their own Christmas carol videos and we asked the public to vote for their favorite. These videos are not only extremely popular with the community, they engaged staff in a fun and unique format. Below are two of my favorites.