As an extension of Cleveland Clinic’s mission of putting patients first and its focus on patient experience, Cleveland Clinic’s Social Media strategy is to generate engagement and conversation around a mixture of evidence-based health, wellness and clinical content that is unique to Cleveland Clinic – written and/or approved by Cleveland Clinic physicians and other experts.
This content must improve the everyday health and wellness of our fans and followers, give them hope and offer possible solutions to their health concerns. Cleveland Clinic wants to make a meaningful difference in people’s lives while expressing its clinical expertise, spirit of innovation, the kindness and empathy of our caregivers and the benefits of its unique healthcare model. Strategic and tactical decisions about content and distribution are evidence-based and continually optimized by leveraging timely, robust data about user behavior, demographics and psychographics.
Cleveland Clinic distributes this content in a cohesive, coordinated way across the major social channels, using its Health Hub blog as the central source of content and the primary recipient of resulting traffic. Cleveland Clinic has grown its social channels significantly through a combination of advertising on Facebook and Twitter, search engine optimization, cross-channel promotion and other organic promotional efforts.
Some highlights include: