Best Use of Facebook

MultiCare Health System looks to relate to fans on Facebook

The Washington-state system of five hospitals jokes that its strategy is “90 percent babies,” but it’s a lot more than that.

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Take a look at MultiCare Health System’s Facebook page, and you will see a lot of babies.

The two people behind the page—Halley Knigge, social media specialist, and Cole Cosgrove, senior media relations coordinator—sometimes joke that their strategy is “90 percent babies.” That’s a pretty big exaggeration, though. You’ll also find videos of employees, photos of hospital campuses, photo collages of nurses at work, contests, and the list goes on.

The team vows to leave no comment on the site unanswered, and the level of engagement on the page is enormous. It doesn’t feel like the system’s page, nor the pages for its hospitals, are talking down to anyone. Everything is conversational. That’s why Multicare Health System is the winner of the Best Use of Facebook category in Ragan’s 2013 Health Care PR and Marketing Awards.

The Facebook team meets with the system’s five-person content team each morning to decide what items in the news it should be talking about, then spends the rest of the day developing content and watching comments.

The vigilance seems to have really paid off. Most of the social traffic to the system’s websites comes from Facebook.

See their profile here.

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