Your Health System Needs You on Social Media: 6 Ways to Build a Presence

Workforce, patient engagement, patient trust: Can all of these pain points be solved with social media?

Not completely, but having hospital or health system executives leverage social media will help.

In today's digital age, a strong social media presence is crucial for healthcare executives (as well as their hospitals).

For hospital and health system c-suite executives, leveraging social media effectively can enhance your organization’s reputation, attract top talent, and even drive patient engagement.

Here are six ways c-suite execs can build a compelling online presence.

1. Optimize Your Profiles

Your LinkedIn profile, for example, is your digital business card. Start by ensuring that your profile is complete and up-to-date. Use a professional headshot that conveys approachability and confidence. Your headline should go beyond your job title—consider including a value statement that highlights your expertise and what you bring to the industry.

The “about” section on any social platform is your opportunity to tell your story. Write a compelling narrative that emphasizes your leadership journey, your passion for healthcare, and your vision for the future of your organization.

This section should also reflect your (or your health systems’) personal brand—what you stand for, what motivates you, and how you make a difference.

2. Engage with Relevant Content

Social media is used for more than just gossip, it’s a way to convey your thought leadership.

Regularly share content that reflects your interests and expertise in healthcare. This could include industry news, insights from recent conferences, or commentary on emerging trends like telehealth or healthcare innovation. When sharing, add your perspective—explain why the content is relevant and what others can learn from it.

Engagement is a two-way street. Interact with posts from your network by liking, commenting, or sharing. Engage in conversations with peers, colleagues, and even competitors. This not only increases your visibility but also positions you as a thought leader who is actively involved in the healthcare community.

3. Create and Share Original Content

One of the most powerful ways to build a strong presence online is by creating original content.

Articles, posts, and videos that showcase your expertise can significantly enhance your credibility. Consider writing about leadership challenges, successful strategies you've implemented, or your thoughts on healthcare policy changes.

Sharing patient success stories or community initiatives can also humanize your leadership and resonate with your audience.

When creating content, keep it concise and value-driven. Busy professionals appreciate insights that are quick to read yet rich in information. Don’t shy away from using visuals—infographics, short videos, and professional photos can make your posts more engaging.

4. Network Strategically

Building a robust network is essential. Connect with other healthcare leaders, policymakers, academics, and influencers. When sending connection requests, personalize your message to explain why you want to connect. This makes your outreach more genuine and increases the likelihood of building a meaningful relationship.

Join groups relevant to healthcare leadership. These groups offer a platform to share ideas, ask questions, and learn from others in the industry. Actively participating in group discussions can further establish your presence as a thought leader.

5. Showcase Organizational Achievements

Social media is not just about personal branding—it’s also a platform to highlight your organization’s accomplishments. Share news about your hospital’s achievements, new initiatives, and community impact.

Tag your colleagues and team members in posts to celebrate their contributions and demonstrate that you value your team’s efforts.

You can also use LinkedIn to announce job openings, attract talent, and showcase your organization’s culture. Highlighting awards, certifications, and milestones can build your organization’s reputation as a leader in healthcare.

Here’s an example from Lynn Ansley, the VP of revenue cycle management at Moffitt Cancer Center Moffit that we love. Lynn created a weekly “Motivational Monday” post series, not just to showcase her team, but the Moffitt organization as well.

6. Be Consistent and Authentic

Consistency is key to maintaining a strong presence on social media. Regularly update your profile, post content, and engage with your network. Aim to post at least once a week, but more frequent updates can be beneficial if you have valuable content to share.

Above all, authenticity matters. Be genuine in your interactions and ensure that your content reflects your true beliefs and values. Authenticity builds trust, which is crucial in healthcare leadership.

For hospital and health system executives, social media offers a powerful way to amplify your voice, share your vision, and connect with the broader healthcare community.

By optimizing your profile, engaging with relevant content, creating original material, networking strategically, showcasing your organization’s achievements, and maintaining consistency and authenticity, you can build a strong and impactful presence that benefits both you and your organization.

This article was written exclusively for our newsletter, The Buzz. The Buzz is a monthly newsletter that follows all of the top trends in multimedia and social media. Make sure to sign up so you don’t miss out!