WMCHealth
From Broadcast to Storytelling Engine
A health system with no shortage of story and no system to tell it. We built the voice, the framework and the engine behind it.
- +2,225net new followers in three months
- +62%Facebook follower growth rate
- +18%growth acceleration across platforms
The challenge
The Hudson Valley's only academic medical center had a social presence operating well below its potential: reactive posting, reach skewed toward internal staff, and no content architecture to build trust. With 55% of adults turning to social media for health information, the gap was widening.
What we did
A full audit across Facebook, Instagram and LinkedIn, a strategic framework covering platform roles, content pillars, design guidelines and tone, a repeatable production system for briefs, calendars and copy, and monthly performance reporting with competitor benchmarking.
The consequence
Staff recognition posts were already outperforming produced content — the audience was telling us what it wanted. We built the system around that: human, knowledgeable, authoritative without being cold.
The work itself.
Scored on the
consequential triangle.
- Talkability
- Human moments travel; institutional announcements don't.
- Defensibility
- A regional academic medical center's stories are unavailable to anyone else.
- Indispensability
- Becoming a health partner before people are sick, not only when they are.
Your turn.
We take a small number of engagements at a time. Tell us what's at stake.