Summary

In this lively conversation, we are “buzzing” through social media strategies with Paola Guevara Hanon, the Senior Social Media Manager at AdventHealth. From her journey in hospitality management to mastering healthcare marketing, Paola brings fresh insights on the unique challenges healthcare brands face in the digital space. We dive into the importance of adapting to trends, understanding audience needs, and the power of cohesive marketing strategies. Paola also shares her thoughts on measuring success with KPIs and how to strike the perfect balance between video and still images in content creation.

Takeaways

• Paola transitioned from hospitality to social media during the pandemic.
• Social media in healthcare requires a unique approach to engage diverse audiences.
• Advent Health has multiple social media pages tailored to different services.
• The acceptance of digital marketing has significantly increased post-pandemic.
• Content strategy must be agile to respond to real-time events.
• Video content is prioritized due to its dominance in social media engagement.
• Collaboration across marketing teams ensures cohesive messaging.
• Measuring success involves analyzing engagement metrics and audience feedback.
• Flexibility is crucial in adapting to social media trends and audience preferences.

Chapters

00:00 Introduction and Setup

01:26 Choosing the Right Beverage: A Social Media Perspective

03:05 Career Journey: From Hospitality to Social Media

04:55 Understanding Advent Health's Social Media Structure

06:44 Challenges in Healthcare Social Media

08:05 Targeting Diverse Audiences in Healthcare

09:16 Adapting to Changes in Healthcare Marketing

10:38 Planning and Strategy for Social Media Content

12:52 Staying Relevant: Trends in Social Media

14:44 Cohesion Between Social Media and Marketing Campaigns

19:04 Memorable Campaigns and Consumer Engagement

21:37 Future Goals and Community Involvement

24:00 Tools and Technology in Social Media

27:17 Understanding Audience Demographics

30:59 Embracing Change in Social Media