We all know Facebook is a powerful storytelling platform for brands. But in health care, FDA regulation and privacy rules often leave us watching our counterparts in consumer marketing with jealousy. A recent example of our work with Hackensack University Medical Center demonstrates not only that health care brands can carry out effective content strategies on social media platforms, it can even be simple to accomplish.
HackensackUMC is consistently rated as the top hospital in New Jersey by US News & World Reports. One particular area of excellence is its nursing program. The hospital is one of just two in the nation to earn the prestigious Magnet nursing designation five consecutive times, representing 20 years of distinction.
Last May, during National Nurses Week, we proposed creating a series of Facebook posts where each day would feature a short story and photo of a HackensackUMC nurse.
The work was minimal: we conducted a 20 minute phone interview with each nurse and asked him or her to provide us with a photo. The response was tremendous: The stories we posted about each nurse quickly became the most engaging content the hospital has ever posted on its Facebook page.
Of particular note, on Wednesday of National Nurses Week, the story of about Dennis Leenig Jr., a pediatric oncology nurse, received over 450 likes, 50 comments and 25 shares. Here’s the post:
It’s not unusual to find Dennis Leenig, Jr. sitting and talking with a patient a half hour after his shift has finished for the day. “Working with leukemia patients, I like that I get to see people through all stages of their care. You get to establish a rapport,” he says. It’s a relationship that continues even after a patient has gone home. Dennis always conducts follow up calls to patients after they’re discharged to see how they’re feeling and to make sure they’re not having trouble getting any medications. “Patients have told me I’m like a son to them and that means the world to me.” Dennis remembers when his own father was a cancer patient at HackensackUMC. A nursing student at the time, it was while visiting his father that he realized his calling was in oncology.
Even more powerful than what we wrote about Dennis, were the testimonials that former patients posted in the comments section. Some excerpts:
Hey Dennis, I remember you well. I felt like I was in expert hands and it was clear to me that your concern for my wellbeing was sincere and genuine. Thank you for making a stressful event a little less so.
We love Dennis and know him well after having many visits to 8PW over the past 4 years with our son. His love and dedication to all patients goes above and beyond. Thank you, Dennis, for all that you do. You have become like family to us.
Dennis, when my uncle was in your care I felt reassured knowing that he had an all-around great guy to help him. He really liked you and spoke highly of you. He fought a good fight but the cancer was too aggressive. I have the utmost respect for what you do on a daily basis and I wanted to thank you again (and the rest of the doctors, nurses, and staff) for everything you did to make his life more comfortable when he was in your care.
The marketing and PR value of these posts is obvious. Who wouldn’t want to go to a place with such compassionate, attentive care? And Dennis was just one of seven nurses we featured that week.
But another benefit of sharing these stories on Facebook is easy to overlook: Facebook as an internal communications tool. The nurses were honored that we thought to interview them for the Facebook page and proud to receive public recognition for their work. And their colleagues enjoyed reading the stories and having a public place to record their praise. It was a morale boost all around.
We are constantly uncovering great stories like Dennis’s. But in this regard, HackensackUMC is not unique. All of our clients’ organizations are brimming with stories.
Maybe it’s easier to find them in a hospital, where nurses are touching lives every hour of every day. But great stories are everywhere–even in corporate settings. What motivated a pharmaceutical company executive to enter the health care industry? Why did a research scientist decide to focus on this particular disease state?
The answers to these questions are personal stories. Telling them brings out the human side of a corporation and pulls employees closer together. New media tools like Facebook make it easy to bring them to the public. And the public is hungry hear these stories from your brand. Especially in health care.
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