Engagement and authentic connection are shaping the success stories of healthcare organizations on social platforms. While many healthcare brands maintain a presence online, the most influential ones stand out by fostering genuine relationships with their audiences through compelling content and strategic campaigns. These brands leverage various social media channels to humanize their services, share inspiring stories, and provide valuable health information, ultimately setting new standards for industry engagement.
Understanding how top healthcare organizations excel across platforms can offer valuable insights for any brand aiming to elevate their digital presence. From heartwarming patient stories to informative videos, these brands demonstrate that combining authenticity with creativity can significantly enhance their online impact.
Four Healthcare Leaders Making a Difference on Social Networks
Most Engaged Healthcare Brand on Facebook: Baylor Scott & White Health
Baylor Scott & White Health has established itself as a dominant force on Facebook, standing out for its remarkable engagement levels. As one of the largest not-for-profit health systems in the U.S., it operates a vast network of hospitals, clinics, and community health centers. Their Facebook page achieves an impressive 0.33% engagement rate, which is nearly 12 times higher than the median for the health and beauty industry (0.028%). It even surpasses the overall industry median by more than five times.
What contributes to this extraordinary engagement? Baylor Scott & White Health masterfully taps into themes that resonate universally—celebrations, milestones, and relatable moments. Their campaigns often feature adorable and joyful content, such as the popular Tiniest Texans™ series showcasing newborns dressed for festive occasions like Christmas, Halloween, and Valentine’s Day. These posts radiate positivity and encourage user interaction. For example, a Thanksgiving post generated a 1.48% engagement rate, nearly 53 times above the industry median.
Additionally, the organization’s National Puppy Day celebration, featuring a story about a future service dog named Brielle, achieved a notable 0.89% engagement rate. By consistently sharing content that evokes positive emotions and celebrates life’s special moments, Baylor Scott & White Health effectively connects with its community, inspiring other healthcare providers to focus on relatable storytelling.
Top Healthcare Brand on TikTok: Ochsner Health System
Ochsner Health System, serving communities across the Gulf South, excels on TikTok with an engagement rate of 17.2%. This figure surpasses industry averages by a significant margin, being 6.5 times higher than the median for health and beauty content (2.63%) and three times higher than the overall median engagement rate.
Their success hinges on delivering digestible, informative medical content in engaging formats. Ochsner often presents helpful tips through short, visually appealing listicles, such as “5 things gynecologists want you to know,” which garnered over 14,000 interactions. Another video features neurologist Mary Nguyen explaining early signs of ALS, achieving an impressive 36.8% engagement rate—about 14 times above the industry norm.
The brand’s ability to blend professionalism with relatability resonates well with TikTok audiences. By making complex medical topics accessible and shareable, Ochsner builds trust and fosters a community eager for reliable health information. For more insights, exploring how healthcare providers utilize short-form video content can be highly instructive here.
Leading Healthcare Brand on Twitter: OhioHealth
OhioHealth, based in Columbus, Ohio, leverages Twitter to foster community engagement, achieving an engagement rate of 0.054%. This is approximately three times higher than the median for the health and beauty sector (0.019%) and 1.5 times above the overall median.
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Their strategy includes forming meaningful partnerships with local sports teams like Columbus Crew, Ashland Eagles, and Columbus Blue Jackets. These collaborations help humanize the brand and create shared community experiences. For example, a tweet celebrating the birth of “future Columbus Crew fans” in OhioHealth hospitals earned a remarkable 0.75% engagement rate—39 times greater than the industry median.
By aligning healthcare with community passions and local pride, OhioHealth makes health services more approachable and relatable. This approach demonstrates how strategic partnerships can transform a clinical image into a vibrant, community-oriented brand presence.
Most Impactful Healthcare Brand on Instagram: Luminis Health
Luminis Health, a network dedicated to fostering community well-being, shines on Instagram with an engagement rate of 2.53%. This rate is over 10 times higher than the median for the industry (0.241%) and more than five times the overall median engagement.
Their success stems from highlighting the human side of healthcare—sharing stories of compassion, extraordinary moments, and staff contributions. One post recounting Dr. Janelle Cooper delivering a baby in a hospital parking garage achieved a 14.6% engagement rate, capturing the joy and spontaneity of real-life moments. Another story about organizing a wedding for a father recovering from a stroke at the hospital demonstrates the hospital’s commitment to going beyond clinical care to create memorable, heartfelt experiences.
Luminis Health also humanizes its staff through features that showcase their talents and personalities, from celebrating Pride Month to fun staff reels. By emphasizing authentic stories and personal connections, the brand illustrates how sharing the human side of healthcare can foster trust and loyalty among followers.
Methodology
To identify the most influential healthcare brands on social media, data from our 2023 Social Media Industry Benchmark Report was analyzed. We compared engagement rates of leading healthcare organizations against the median for the health and beauty industry, focusing on data from December 1, 2022, to November 30, 2023. Brands exceeding the industry median in engagement were ranked as top performers, highlighting those that excel in connecting with their audiences.
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Final Thoughts
From sharing educational content to celebrating community milestones and heartfelt stories, these healthcare brands exemplify how social media can be a powerful platform for building trust, engagement, and human connection. For organizations looking to elevate their online presence, studying these successful strategies can provide valuable inspiration. Tailoring your social media approach to foster genuine relationships and share meaningful stories is key to creating a lasting impact.