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In the rapidly-changing realm of social media, businesses in both the B2B and B2C industries are constantly battling with competitors to gain followers and ultimately engage this online community. Lake Pointe Medical Center is a 112-bed acute care hospital in Rowlett, Texas and part of the Tenet Healthcare network. Like many businesses, Lake Pointe was looking for creative ways to gain followers in addition to continually posting fresh, timely content that garnered positive reactions and comments from its online community.
C. Pharr Solution
After leading an initial social media boot camp training and strategy session with the hospital’s executive team, C. Pharr launched an ongoing, focused social media campaign which began with creating a “social media roadmap” and timeline that aligned with Lake Pointe’s business goals and branding standards. With the objectives of actively engaging the communities Lake Pointe serves and creating loyal brand ambassadors, C. Pharr built brand awareness and an active fan base by creating and posting strategic yet visually-engaging content to create an “inside look” into the hospital. Lake Pointe’s Twitter and Facebook pages were utilized as a self-publishing tool to re-purpose press releases and hospital news relating to industry service lines, accreditations, community involvement as well as employee news and awards.
To further boost Lake Pointe’s social media presence, C. Pharr worked with the marketing team to pinpoint a timely and visual story that would hit home with all its audiences - online, traditional and non-traditional media outlets. C. Pharr created a new virtual twist to the traditional story – CPR tips and techniques – by distributing a video of Lake Pointe’s “rapping nurse.” C. Pharr embedded a video of the rapping nurse on Lake Pointe’s Facebook page, tweeted about it and posted it to YouTube. The video was also sent to trade media including Ragan’s Health Care Communication News which helped spread the viral message. The online video and fan comments were also used to pitch traditional media which included a radio spot on KERA-AM weekly Health Checkup segment as well as interest from a morning show producer from ABC affiliate, WFAA-TV.
The Lake Pointe rapping nurse post was the “Most Popular Week” on Lake Pointe’s Facebook page garnering multiple “shares,” “likes” and comments from fans as well as 269 YouTube views after being posted online for less than a month. The rapping nurse video served as an education tool to teach the new CPR guidelines as well as generated a fresh angle to an “old story” which increased awareness of Lake Pointe’s CPR program and training for the community.
It is creative posts like this that have helped increase Lake Pointe’s follower count nearly 40 percent since C. Pharr started managing its social media pages in May 2012. Lake Pointe has used social media as an extension of its public relations and community relations strategy to reinforce messaging while yielding an active online audience that remains up to date with internal and external hospital news.