Illinois hospital system weaves website, social media for powerful storytelling

A video earns an Advocate Health Care doctor an appearance on “The Doctors” TV show as the hospital system tells its own story through YouTube and its website.

Last year Advocate Health Care posted a video on its YouTube channel about an innovative finger joint replacement surgery performed by Dr. John Kotis.

The video featured a patient whose severe pain had been ameliorated by the procedure, and it caught the attention of “The Doctors” TV show, drawing nationwide coverage for Kotis’ Advocate Illinois Masonic Medical Center.

The Oak Brook, Ill., company—which owns 12 hospitals and 250 care sites—is demonstrating a lesson of the new social media age. By taking charge of content, it is not only telling its own story, it is finding ways to inform an audience that ranges from people searching for health information to patients preparing for surgery.

Advocate produces content for both traditional websites and social media platforms like Facebook and its YouTube channel, supplemented with shout-outs from Twitter. More than 100 videos are posted on Advocate’s YouTube channel.

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