Marketing Is a Two-Way Street at Advocate Health Care
by Lisa D. Ellis
While many hospitals are grappling with how best to use their social media efforts, Advocate Health Care in Illinois seems to be leading by example. This faith-based health delivery system has developed a comprehensive social media strategy that supports its broader communications goals on multiple levels.
Better yet, it includes an interactive component that encourages conversation and involvement from area residents.
How social media fits into the broader strategy
As the largest health system in Illinois, and one of the top five largest health systems in the nation, according to Truven Analytics, the Advocate Health Care system encompasses 12 acute-care hospitals, including one children’s hospital with two campuses, and more than 250 facilities across the Chicago area and in central Illinois. With such a wide base to cover, Advocate’s management team understands the importance of finding innovative ways, such as through social marketing, to accomplish its goals of communicating with a diverse target audience while reinforcing the system’s brand and driving new and repeat business to the array of services available.
Engaging people through social media
“Social media is a key component of our overall communications strategy and allows us to engage our patients and communities in conversation,” explains Angela Kasel, MS, MHA, FACHE Designate. Kasel is Advocate’s Director of Marketing.