Social Media Campaign (The Patient Experience)

Screen shot 2014-11-24 at 2.08.06 PMAs our online “front door”, the Patient Experience microsite is the key portal for new and prospective patients at the Cancer Center. It was developed to be a crucial element of our patient accessibility features, and, as a means to communicate an approachable message about the Center’s mission, it is closely aligned with our social media activities.

Over the last 18 month, employing both traditional posts and a campaign of promoted posts, I have grown the Mass General Cancer Center’s Facebook page more than five fold. I also launched our Twitter channel to match the kick-off of our wider national awareness campaign, and it has gained a significant and accelerating following within the cancer care social media community.

This growth has been led by campaign and community blog posts and tweets, which are timed to match high traffic periods, with calls for follower engagement in response to prompts like “Tell us what’s everyday amazing in your life”. A post like this always runs with YouTube channel responses embedded on a dedicated the blog channel devoted to our Everyday Amazing national awareness marketing campaign.

To avoid fatigue from saturating our social media community with these postings, they have been interspersed with a wide variety of other content, which I have created to fit a schedule which covers multiple internal teams’ promotional needs. These include fundraising events, staff awards and achievements, and cancer related news from around the center and beyond.

By diversifying our social media offerings, I have been able to allow the Center to break down the barrier between its traditional website and its inbound marketing channels.