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Healthcare Hub

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Featured topics & events

New to the Healthcare Hub? Get started here!

Announcing 1:1 Connections for Healthcare Hub Members

🎥 Scrub in with Sprout Social, an expert series reimagining healthcare social strategy

A healthcare team’s guide to HIPAA compliance on social media

Navigating HIPAA compliance on social media can be challenging for healthcare marketers. How can you engage with patients and share compelling stories while adhering to strict privacy laws? In this article, the Sprout Social team discusses strategies to balance these challenges. Discover the best practices for managing patient interactions, learn from healthcare brands that excel on social media despite regulatory constraints, and uncover the key steps to safeguard patient data. Are you curious about how to craft content without violating HIPAA? Which tools can help you monitor and manage compliance effectively? What are some common HIPAA violations on social media? Dive into the article for practical tips and inspiring examples that will elevate your healthcare social media strategy. Read the full article: A healthcare team’s guide to HIPAA compliance on social media

Resources for Healthcare Marketers

We’re committed to ensuring you have all of the most up to date resources to be successful as a social marketer in the Healthcare industry. If there’s a resource you find valuable and don’t see it listed here, please share in the thread below. Healthcare Industry Resources: Hospital and Healthcare Social Media Benchmarks Becker’s Hospital Review Healthcare Brew How to realize the ROI of social media in healthcare Sprout Customer Resources: HIPAA and Business Associate Agreement (BAA) Sprout Customer Case Studies Share your favorite resource in the thread below!

Bluesky: Are Brands Thriving or Moving On?

Is your brand on Bluesky? If so, are you seeing growth or meaningful engagement there? Curious if others are finding it worth the effort and if you're planning to stick with it long-term. As a social media manager for a cancer center, I’ve noticed some initial growth on Bluesky, but it’s definitely slowing down, and our engagement remains minimal. Would you to know your initial results and strategy moving forward! 👇

Laura Porcincula
Community Manager
Laura PorcinculaCommunity Manager
How are Healthcare organizations harnessing social media?

Like in many regulated sectors, conversations about medical conditions and healthcare brands are rampant with misinformation. Even though many social users turn to platforms like Instagram, TikTok or Reddit for health advice, influencers are the most trusted voices on social—not brands. Sprout Social’s April 2025 Post Performance Report highlights healthcare brands breaking through the noise and combatting misinformation, while providing value and building trust with their patients and community. From Moffitt Cancer Center’s social-first nutrition videos led by an oncology dietitian and UCHealth’s use of local influencers to promote wellness to Pfizer's real patient storytelling and the London Women’s Clinic relatable, expert-led content. Dive into the full report to see how these organizations are breaking stigmas, fighting misinformation and making meaningful digital connections. Read now: Post Performance Report: Healthcare organizations harnessing social media A massive thank you t

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madison.skipper
Laura Porcincula
Community Manager
Laura PorcinculaCommunity Manager
🎥 Scrub in with Sprout Social, an expert series reimagining healthcare social strategy

Introducing Scrub in with Sprout Social, a video series focused on innovative, transformative social strategies to help you get the most out of your social media efforts. Every month, our dedicated Healthcare Solutions Engineering experts, Katherine Van Allen (​@katherine.vanallen) and Ian Steely (​@ian.steely), will drop a new episode covering relevant social media topics and trends from their conversations with social media professionals in the industry. The first episode dives into Influencer Marketing, examining opportunities and challenges for healthcare brands. Watch now: Let us know in the thread below: How are you thinking about Influencer Marketing? Are you exploring Influencer Marketing for brand awareness? Come back on April 16th for a second video where our team will quickly show you what to consider when vetting influencers.

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Laura Porcincula
Community Manager
Laura PorcinculaCommunity Manager
PII/Data Masking Beta Invitation for the Healthcare Hub!

Attention Sprout Healthcare Customers, we have an exciting opportunity for you! We're introducing a new security feature for PII/Data Masking—designed to automatically block sensitive data from view within Sprout. This enhancement is particularly relevant for those of you in the healthcare industry, and we believe it will add a valuable layer of protection to your social media management. We are looking for Healthcare Hub members who are interested in participating in a beta test of this feature. Participation is free for the beta period, then will transition to a paid offering after completion. We will provide detailed pricing information well in advance. Here are some key details to keep in mind when deciding to participate in the beta program: What is it? The PII/Data Masking feature, once enabled, will automatically mask Personally Identifiable Information (PII) within Sprout, including phone numbers, email addresses, URLs, Social Security Numbers (SSNs), and credit card numbers. A

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Laura Porcincula
Community Manager
Laura Porcincula
Community Manager
Laura PorcinculaCommunity Manager
Announcing 1:1 Connections for Healthcare Hub Members

We’re excited to announce a new networking opportunity within The Arboretum's Healthcare Hub! We recognize the value of peer discussions and are thrilled to launch 1:1 Connections, a new way to meet and learn from your healthcare social marketing peers who truly understands the unique challenges you face in the healthcare industry. Here’s why you’ll love this program: Exchange insights on industry challenges and trends with someone who knows what you’re going through Learn actionable strategies from an experienced peer who understands the nuances of HIPAA, patient engagement, and effective content creation Forge meaningful connections with fellow marketers to support your ongoing development Whether you're looking for fresh ideas, peer support, or just someone who understands the unique challenges of social in health care, this is your chance to connect. How does it work? Sign up and share a little about your role and interests by April 11th You’ll get matched with another industry pee

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madison.skipper
madison.skipperLevel 2
Bluesky: Are Brands Thriving or Moving On?

Is your brand on Bluesky? If so, are you seeing growth or meaningful engagement there? Curious if others are finding it worth the effort and if you're planning to stick with it long-term. As a social media manager for a cancer center, I’ve noticed some initial growth on Bluesky, but it’s definitely slowing down, and our engagement remains minimal. Would you to know your initial results and strategy moving forward! 👇

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joe.sanfilippoLevel 1
What to charge for nights and weekend social media response for a healthcare client that gets around 100 inquiries per day?

Trying to figure out how to bill a large hospital system that wants us to do social monitoring and response on nights and weekends from 5 pm to 11 pm and all day on weekends.

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madison.skipper
madison.skipperLevel 2
Engagement Tactics as a Healthcare Brand

I would love to know how fellow healthcare brands approach engaging on social media, especially Instagram. In hopes to boost our engagement and following, I’m creating a more structured strategy around what accounts with engage with, in addition to engaging with the comments on our posts. These are some of the types of accounts we currently engage with but curious if any other hospitals/healthcare brands have any other approaches to engagement? Cancer support organizations & advocacy groups Local community organizations that support our hospital Cancer research and educational sources Medical research publications Patients, while following HIPAA Local accounts, like the city, sports teams, local leaders Legislators, when appropriate Feel free to share any insight to your organizations approach to engagement!

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robbie.schneiderLevel 4
Onboarding someone new to healthcare

For any teams who have added someone to their team from outside the healthcare industry, can you speak to me about resources to help them acclimate to healthcare social media? I know about SHSMD’s intro to healthcare series but that will be too late.

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iryna.chernyshovaLevel 1
Effective Ways to Find & Feature Patient Stories

Hi there fellow healthcare marketers! Curios to find out, how do you typically find and approach patients who are willing to share their personal stories on your organization’s external channels, like social media and website? Since patient information may not be directly accessible to marketing teams, do you rely on clinic staff, advocacy programs, or another approach entirely? Are there any challenges you’ve faced? Any tips or insights would be greatly appreciated! Thanks in advance!

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madison.skipper
madison.skipperLevel 2
Replacement for X?

Curious if anyone has seen a new platform emerge as a replacement for X, formerly Twitter, specifically among the science, research and healthcare community. I’m a social media manager for a cancer treatment and research institution and X is a big part of our social strategy. As Bluesky and Mastadon are growing in popularity, I would love to know if any healthcare or research organizations have made the switch and if you are seeing a growing community of users interested in science or medical content.

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chandler.pachecoLevel 2
Your Marketing/PR departments

Hey there Healthcare Hub! I am looking into more information about other healthcare marketing/PR departments to learn more about the sizes and workload. I work for a rural hospital the senior management has some misconceptions about marketing/PR. We’re looking to make a solid argument to grow our team. Please respond with how big your department is, how many departments you’re responsible for from your hospital, and the types of positions you have in your department! I don’t need to know what healthcare system you’re a part of. Just the info about the department would be great! It would be the greatest help! Thank you so much!

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Laura Porcincula
Community Manager
Laura PorcinculaCommunity Manager
Mentorship pairings are OPEN until November 15!

Hi Healthcare Hub! Mentorship pairings are now open for a short time, so be sure to sign up right away. This program is your chance to connect with fellow healthcare social marketers who get it. It's all about growing together and learning from each other in a space that's all about our industry. Whether you're into peer-to-peer vibes or prefer a mentor-mentee setup, we've got you covered. This round offers three different ways to connect with each other: Mentor<>Mentee Program - Pair up with a mentor to learn and grow or share your expertise as an adviser to inspire others. Sign up here. Peer Connect Networking - Build meaningful, mutual relationships with peers at a similar stage in their career. Sign up here. Sprout Platform Networking - Connect with others who use Sprout Social to trade insights, learn new strategies‌ and level up your skills. Sign up here. No matter your goal, the Arboretum Mentorship Network has your back. It's all about growing your network and sharing your uniq

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Laura Porcincula
Community Manager
Laura Porcincula
Community Manager
Laura PorcinculaCommunity Manager
New to the Healthcare Hub? Get started here!

Ready to connect with other healthcare social media marketing peers and make your job a little smoother? Check out our welcome video to learn more about what we’re all about: We’re here to chat, share tips, and help each other succeed! Get started below. How to get started: Introduce yourself here! Share your name, company, and area of healthcare you work in. Let us know if you’re currently experiencing any challenges, and are in need of support. Navigate through the rest of the Healthcare Hub to discover discussions and offer support Get registered for the Mentorship Network, pairings happen monthly or bi-monthly Feel free to send a DM to Laura Porcincula if you have any questions or content ideas!​​​​​​​

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Laura Porcincula
Community Manager
cortney.riley
cortney.rileyLevel 2
Blackout Inquiry on Social 11/4

Hello! Have any health care or hospital members had conversations about blackout dates during election day and days after since the conversation might overshadow anything plan to publish?

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Laura Porcincula
Community Manager
Laura PorcinculaCommunity Manager
Our panel with top social strategy influencers is TOMORROW!

Tomorrow October 24th, we’re bringing the brightest minds from major brands like SweetGreen, Ogilvy, and top influencers to The Arboretum for a panel discussion! While this isn’t Healthcare specific, there will still be some great conversation with an inside look at how these brands think about: Emerging social trends and platforms Cutting-edge content strategies The role of AI in driving creativity and engagement Register now: About the speakers: Bari Tippet Head of Social, Sweetgreen Bari Rosenstein Tippett is the new head of social at Sweetgreen where she oversees a team responsible for content creation, community management, and influencer partnerships. With 10 years in the industry, she is an accomplished social media leader that excels in ideation, content, and building thriving online communities for brands. Previously, she led organic social for Auntie Anne’s and Jamba, where she led social strategy, content, and community management. Jayde Powell Social Strategist & Content Cr

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Laura Porcincula
Community Manager
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leah.crandellLevel 1
How do you become a verified health source on YouTube?

Hi! We are a 9 hospital healthcare organization trying to become a verified health source on YouTube. Our YouTube account is for the entire system so we are applying for the health features as an organization and not as an individual. However, the application states that we have to have a licensed physician attached/associated with the account. Has anyone in healthcare gone through this process before? Do you have any insights or advice? Is there anyway to get around having a physician attached to the account? Any and all help/advice is appreciated! THANK YOU!!

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shannon.mcneil
shannon.mcneilSprout Team
2025 Planning Initiatives: Seeking thoughts on the Evolving Role of Social Data in Health Systems

Hi Everyone! While I am personally savoring EVERY LAST BIT of summer , the conversations I’ve been having over the past few weeks make it clear that 2025 planning and budgeting season is already upon us! Many of my customers are focusing on business intelligence initiatives for the coming year, discussing the evolving role of social data, and aiming to integrate social data with overarching system data within their BI tools in order to correlate and gain insights from broader data sets. As the role and influence of social media data evolves, I'm eager to hear about your experiences and any best practices you can share! I’d love to poll this group and see if this topic of marrying social and system data is top of mind for your 2025 planning conversations: How has the role of social data changed within your health system, and what obstacles have you encountered along the way? How do you currently socialize data? What tools and strategies are you using to aggregate social data? Looking fo

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laura.stetserLevel 2
Localized Facebook pages missing from Facebook Search Results

Has anyone else noticed that Facebook is no longer displaying search results for any local Facebook pages tied to your organization? We have our main accounts still visible in search in Facebook, but none of our other 200-some locally operated accounts are shown, even though the pages still exist. We are seeing other companies outside of healthcare with the same thing (Enterprise rental car company is only showing main brand account now too). Wondering if there was some Meta update we missed or if it just a glitch. Anyone have additional experiences or insight? Thanks!

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Tyler Wardrop
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mike.abramovitzSprout Team
Are you using social media to create a cohesive and personalized patient experience?

Good morning, Healthcare Hub! With Salesforce's biggest conference, Dreamforce , coming up on September 17th -19th, I was thinking about the importance of a seamless and personalized healthcare experience. In today’s digital age, consumers have gotten used to a smooth and highly custom buyer’s journey and now they expect that same cohesive journey that spans across multiple touchpoints, from initial engagement to ongoing care, from their healthcare systems. This involves using technology and channels that connect patients, providers, and other stakeholders, ensuring a smooth flow of information and services. I believe social media networks are an important part of this journey. They can ensure organizations are staying on top of trends to build awareness and engagement and address patient concerns. As we approach Dreamforce, it might be time for healthcare companies to reflect on their current patient journey. I would love to hear: How well are you identifying and connecting patients w

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angie.villalba
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jill.florenceSprout Team
Virtual Healthcare Panel - Harnessing the Power of Patient Stories in Healthcare Marketing

Hello everyone and happy Friday! I’m Jill Florence, the leader of Healthcare and Life Sciences at Sprout Social and I come to you with a very special invitation. Next Wednesday, August 28th at 12:30PM EDT, experts from Boston Scientific, Vitalant and I will be talking about the power of patient stories in your marketing efforts. Our discussion will highlight how to leverage social media data to inform strategies and maximize engagement. If you or someone you know is interested, you can register here. After the event, I’ll come back to this thread and provide a few key learnings for all. I would love for you to also chime in!

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angie.villalba
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Jeff StafmanSprout Team
Managing Inactive Social Profiles?

Hey Healthcare Hub - hope you had a great weekend! Wanted to bring to light the risk of inactive social profiles and best practices for how to audit and clean these up.I I’ve been having conversations with Healthcare organizations that have dozens, if not hundreds, of social profiles out there they can’t manage or monitor anymore. Sometimes because they are not connected to a social media management platform or they don’t have the login information anymore. Understanding there’s a security risk along with brand health + reputation on the line, how do folks go about resolving this? Please sound off with any tips or recommendations - if you have any first-hand experience dealing with this, we’d love to hear from you!

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angie.villalba
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Jeanette WallaceSprout Team
Leveraging AI with Influencers!?

Hey everyone! We've all heard about it, but still unsure what to do with it especially in healthcare. IT = Influencer Marketing! Building off our AI discussion a few weeks ago, I would love to hear your thoughts in how everyone is leveraging influencers with AI!? Have you even thought about this yet and how it could be a HUGE time saver in content creation? We're seeing some world-class brands start to take advantage. This article provides a pretty comprehensive POV and insight to the work these brands are doing today. The most interesting play here is how Get Dirty used real influencer content and AI together!! TLDR: AI shouldn’t replace humans. It should make your workflows more efficient and give you more time to work on strategic initiatives. Working alongside influencers and creators on your brand’s AI-generated content will create a more interesting finished product. Showing your followers how AI works doesn’t ruin the mystery. It can actually spike their intrigue and earn their

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amy.arnold1006
Laura Porcincula
Community Manager
Laura PorcinculaCommunity Manager
☕️ Recap: Healthcare Coffee Talk, a virtual networking event

Hi Healthcare Hub members, I’ve got exciting news! Next week, Thursday August 15th at 11am CT, I’ll be hosting a healthcare industry networking event, Coffee Talk Live: Healthcare Edition. In this event, you’ll be assigned a discussion room allowing you to engage in conversation, share industry-specific insight, and network with your peers in healthcare. You don’t want to miss out on this opportunity to meet new people, share stories, and build meaningful relationships within our vibrant healthcare community. Register now to save your spot: Inspire our discussion prompts by sharing your current challenges in the thread below!

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Laura Porcincula
Community Manager
Laura Porcincula
Community Manager
Laura PorcinculaCommunity Manager
Let's Talk: Challenges in Healthcare Social Media Marketing

Hello Healthcare Hub members! In order to get ready for our virtual meetup on Thursday, I’d like to know some challenges you’re currently experiencing in Healthcare Social Media Marketing. We know that your role in the healthcare industry comes with its own unique set of challenges. Whether you're navigating constant change, crafting engaging content, maintaining patient confidentiality, or grappling with misinformation, we want to hear from you. Discussion Prompts: Share your insights and experiences. What specific challenges are you facing in the healthcare social media marketing space right now? Here are some prompts to get you started: HIPPA Content Creation Combating Misinformation Engagement Tactics Bandwidth & Time Management Your insights are invaluable to our community. Share your comments below and let's support each other in overcoming these challenges! If you would prefer to share your challenges with The Arboretum team directly, you can follow this link. If you aren’t able

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Laura Porcincula
Community Manager
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katie.joslinSprout Team
Let's Get Social: Healthcare Influencers Edition! 🌟

Hey Healthcare Hub fam! Ready to sprinkle some fun into your feed this week? Let’s dive into the world of influencers—because, let’s be real, who doesn’t love a good scroll through social media now and then? We all have those go-to personalities that keep us hooked, whether they’re lifestyle gurus or healthcare pros dropping wisdom. Now, I want to know: Who are your healthcare heroes on social media? Spill the tea on the influencers you follow! For me, two of my faves are: Dr. Sanjay Gupta (@drsanjaygupta): The guy’s a legend—always dropping knowledge bombs! Dr. Mike Varshavski (@doctor.mike): I’m obsessed with his podcast, and don’t even get me started on how cute his dog is! 🐾 And let’s not forget the local stars! I’m all about Abbey Sharp (@abbeyskitchen), a rockstar RD who serves up amazing healthy meal ideas for my two girls. Now it’s your turn! Drop a comment below and tag your top healthcare influencers. I’m curious: Who do you follow for personal health inspiration? Which infl

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A group for those in the healthcare industry to support each other, exchange ideas, celebrate wins and get feedback on challenges

Gayatri Shukla
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Laura Porcincula
Community Manager
cj.avande
raven.gill
Agency Partner
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kelli.morrell
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GregMullen
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Jonathan Zuluaga
Community Manager
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