How Healthcare Marketers Can Leverage Instagram

January 10, 2018

There’s no denying Instagram’s rapid rise in popularity. As of September 2017, the photo-sharing channel had more than 800 million monthly active users — double the amount it had just two years prior.

On top of its massive growth, Instagram also has been rolling out a slew of new features what seems like almost monthly. There are Instagram Stories, polls, live video, and Superzoom (just to name a few), plus new additions to its advertising and promoted-post platform.

But what does this all mean for the healthcare marketer? How can hospitals and providers get the most out of this fast-growing platform?

At Advocate Health Care, Instagram has been a key player in its social media strategy. Advocate launched its Instagram accounts nearly four and a half years ago. The health system manages two handles on the platform: an account for the whole organization (@advocatehealth) and one that serves its children’s hospital (@advocatekids).

Sarah Scroggins, manager, social media at Advocate Health Care

Sarah Scroggins, manager, social media at Advocate Health Care

“I absolutely believe that Instagram is a valuable tool to raise awareness about our healthcare system,” says Sarah Scroggins, manager, social media at Advocate Health Care. “It’s a great way to tell stories in a visual way, and to showcase the human side of healthcare.”

In general, Advocate sees its Instagram audience as mainly patients and members of the Chicago and central Illinois communities. Women, too, make up a large part of Advocate’s following. With this in mind, Advocate focuses on sharing high-quality photos of its patients, nurses, and clinicians, as well as pictures that show its partnerships with community groups and local sports teams.

We talked to the Chicago-based health system about some of its successes, and what advice it has for other healthcare organizations dipping their toes into the Instagram world.

Read the full story now:
Healthcare Marketers Unlock the Power of Instagram:
How Advocate Health Care Powers Up on Instagram — Plus Advice from UCLA Health’s Experience with the Photo Sharing Platform

Best regards,
Matt Humphrey
President

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