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Posts (16)

Fri, Feb 21 7:13am · Sub Social Pages - Offices/Doctors within the Network in Strategy, Policy & Best Practices

This! We too use Sprinklr but haven't pushed wide adoption yet. I believe localized stories at scale are the future, and your ability to solve this rather than route everything through corporate channels will become a differentiator (because it's hard to do + third-party social is so dominant), but you'll need strong leadership and an articulate vision to see this through.

Dec 3, 2019 · Facebook Messenger in Give & Get Advice

Not yet; coming in Q1/Q2-20 for us. Reed's biz hours example is some of the lowest hanging fruit with minimal risk.

Nov 7, 2019 · Multiple Social Accounts for Hospital Campuses in Give & Get Advice

I love this question and think it's deceptively complicated. @rplattmmc is thinking about the opportunity cost similarly to us. IMHO, you should consider your acquisition and support strategy, just as much as your ability to execute CX and generate meaningful content. Also consider your willingness to do a difficult, time-consuming thing that could have great ROI down the road, which your competitors often will not consider chasing, simply because it's hard. There are existential brand equity questions to consider; like, "Would consolidation bolster brand perception; or, would consolidation hurt the brand's ability to be discovered in strategic markets in a meaningful way?" My position over the next 18 months is: go as wide and as broad as feasibly possible with great content and support these channels, and wrangle them with tech (we use Sprinklr). Will follow up in 2021 and let you know if I'm still employed 😉

Nov 6, 2019 · Web Development - ADA Best Practices in Give & Get Advice

Hi! We've got a CX/front end lead that's extremely passionate about this; adding @collin here. Based on our research, there are three standards that we all should cross reference:

1. ADA (Civil rights law)
2. Section 508 (Federal law)
3. WCAG (Build guidelines from the W3C at the “A/AA/AAA” level)

These are summed somewhat effectively under the https://a11yproject.com/.

Jul 17, 2019 · Engineering Efficacy for Small Teams: Why Alignment is Everything

Hear me out before you publish that photo of people holding a comically large check to your brand’s social channels. Does the Internet really need it? Does your brand need it? Do your donors, beneficiaries or audience? Most importantly: How do you know, and how would you defend your position to the stakeholders that worked so hard to earn that donation?

The smaller the team, the smarter your collaborations need to be—and no one feels a resource constraint coupled with the pressure to put out content more than health system, hospital or provider marketers!

We could all use a better framework to more closely tie our
content strategy back to business and community impact, and it takes just three
simple steps to get incrementally better at executing high-efficacy social

3 Simple Steps to
Small Team Social Success


The SMART goal concept is pervasive for a reason: it’s elegant
in simplicity and specificity. Build your social media goals around the goals
of your business using five criteria, and make them:

  • Specific
  • Measurable
  • Assignable
  • Realistic (or Relevant)
  • Time-bound

This forces a small team to prioritize content that makes a
difference by building a release calendar that can be scored against the additional
Critical Success Factors (CSFs), Key Performance Indicators (KPIs), Metrics and
Measures necessary to know you’re on track. This framework is driven by
business goals, sure, but it’s understood from the context of your social
content’s rate-based performance. This allows a small team to apply a
structured tollgate that can be used to vet new requests, and ultimately reduce
wasteful work that doesn’t serve the goal.


Review your unique cornerstones: mission, vision, values, credo—anything at the core of your culture that keeps your business human and service-focused—and ruthlessly apply these to your team’s work. We’re all pressured to deliver bigger/better business results and more tangible Return on Marketing Investment (ROMI), but your audience doesn’t want to be treated like targets—they want empathy and an understanding that their social feeds are already filled with corporate noise.

The cure for this can be as simple as walking through a
classic branding exercise to re-ground your social content within the community:

  • Who does your audience compare you to?
  • According to your audience, what makes you stand
    out from your competition and other influencer presences in the vertical?

    • Does your audience’s opinion match your brand’s?
  • What are you doing each day to prove and support
    your points of difference?

This positioning exercise can not only help you discover story
angles that matter, but it can also drive innovations for outthinking competitors
with tightly-wound purpose.


While the timeless imperative to “know thyself” is critical, healthcare demands we also know others… so why is it that so many systems, hospitals, and provider groups seem out of touch, or at the opposite end of the spectrum from successful lifestyle brands?

Your audience is an excellent barometer for how closely your
branded content aligns with their own Internet-engineered personas, but maybe
not in the way you’ve been measuring. Consider that share-based or @ actions might
be the only measures that matter outside of what’s feeding your larger
conversion or acquisition KPIs. The idea is that people will only share or @
content that augments their public:

  • Image (i.e.,
    “How do I visually present myself on social?”)
  • Identity (i.e.,
    “What do I create on social? What do I share and by whom?”)
  • Alignment (i.e.,
    “What is my POV and personal voice on social?”)

Notice as you execute your listening activities, competitive analysis, and brand modeling research how audiences are using branded content. They’re not just sharing or engaging with this material—they’re using it to build and modify themselves within a variety of communities and cohorts. Challenge your brand to become a part of this!


There’s no magic bullet for social success, but starting
with these three steps can give you a flexible, integrated foundation to begin
engineering better efficacy within your own small team.

Would this approach work for you? What prevents your small team from increasing its business or community efficacy?

Rob Zanin is a brand experience, digital strategy and lean operational leader living in Atlanta. He is the digital strategy and content program director at the most integrated health system in the Southeast, and volunteers growth consulting to mom-and-pops that struggle in changing markets. He received his BA from the University of Georgia, is a Certified Scrum Master, Lean Six Sigma Yellow Belt, and loves to help teams create joy through utility.

Sep 20, 2018 · Amplifying Your Voice: Podcasting in Medicine

Awesome! Apologies if I missed this – is EM Pulse the only podcast at UC Davis Health currently?

May 23, 2018 · Are you managing social with a small team? in Give & Get Advice

Two FTEs (digital content strategists) at WellStar in ATL, covering discrete content creation and SLA management for social. Couldn't be more proud of what they get done across the ecosystem.

Nov 22, 2017

Love the slow-cooker/hibachi analogy!