7 of the best hospital Instagram accounts you should be following

If you said before that you are trying to stay off social media, we wouldn’t blame you. Today’s negative headlines combined with the “always-on” nature of our connected lives can take a toll on our mental wellbeing.
But some social media accounts can provide a respite from the negativity. There are a few hospital Instagram accounts, in particular, that we’ve kept a close eye on. These profiles offer positivity and light when we need it the most.

Why we chose these hospital Instagram accounts

Here are a few of the key features that make these Instagram profiles stand out:

• Crowdsourced content from patients and staff members
• Informative and engaging posts that keep patients in the loop about critical healthcare information
• Use of infographics that are customized to fit the 1:1 Instagram layout
• Compelling photographs that highlight the organizations’ core values
• Creative use of video and Reels that includes animated shorts and clips with providers
• Content variety that keeps the feed engaging and interesting
• Provider features that give a deep-dive into the organizations’ caregivers

So, the next time you’re scrolling through your feed, check out these Instagram profiles from health systems across the country — and don’t forget to give them a follow.

1. Ohio State University Wexner Medical Center (@osuwexmed)

If you follow any of Ohio State University Wexner Medical Center’s social media accounts, you know they’re filled with some great photos. Instagram is the place to find them all. There are picturesque shots of their campus and helipad, as well as adorable baby photos (cue the “awwwws”).

But what’s special about all of these images is that most of them are crowdsourced. They’re not sending a social media manager all across campus and the maternity ward. Instead, they’re using shots from their staff and patients.

Incorporating user-generated content is an excellent tactic in a social media strategy. Not only does it help save resources, but it can also boost likes, shares and comments from the user’s social network — just make sure to tag the source in the post!

2. Boston Children’s Hospital (@bostonchildrens)

The Boston Children’s Hospital Instagram account features a lot of patients and Boston Children’s clinicians. It also does an excellent job updating patients and families about important information, and highlighting how the hospital connects to the community. The hospital also does a good job of using Instagram Reels.

One of our favorite aspects of this Instagram profile is how they’ve organized content at the top of the feed to make it easy for users to find information about the hospital. Topics include heart month, mental health and relevant healthcare issues.

3. Cleveland Clinic (@clevelandclinic)

We’ve always been big fans of Cleveland Clinic’s infographics, and Instagram is a great place to catch them all. The health system fills its feed with Instagram-sized versions of these visual messaging tools, like this one about brain fog.

Cleveland Clinic also does a great job lifting our spirits with heartwarming photos from around their campus.

4. University of Iowa Health Care (@uihealthcare)

University of Iowa Health Care has used its Instagram feed to promote its services, its people and the great state of Iowa.
The account showcases pride in everything from basketball to babies.
One of our favorite aspects of the University of Iowa Health Care’s Instagram feed is the way they highlight the pride in Iowa. From Hawkeye athletic events to the Iowa State Fair, UI Health Care shows that they care about their patients and the communities that they come from.

5. Orlando Health (@orlandohealth)

Orlando Health invests in Instagram reels with lots of expert advice. From Myth vs. Fact segments to deep dives on monthly health observances.

In addition, Orlando Health’s Instagram is branded perfectly with eye-catching posts. They perfected how to stand out in a crowded feed, keeping their content light, fun and informative.

6. Baylor Scott & White Health (@bswhealth)

We enjoy Baylor Scott & White’s Instagram feed for its variety of content. They include patient photo galleries, physician profiles, easy-to-digest infographics and — this is a big one — puppies.

No one can deny the value of a good puppy photo, but we also love the amount of video featured on the Baylor Scott & White feed. Video can be one of the most powerful types of content on social media. It’s also a great way to give a glimpse at life inside your hospital’s four walls, which can help build stronger relationships with patients and potential patients.

7. Dartmouth Health (@dhmcandclinics)

One of the best resources you have for social media content is your hospital’s clinicians, staff and even volunteers. Turning the lens on these individuals can showcase your organization’s expertise and values.

At Dartmouth Health, the health system’s Instagram account does precisely that. Most of the posts focus on caregivers’ knowledge, compassion and dedication to patients. The high-quality photos are striking and do an excellent job motivating the user to click.

Are hospital instagram accounts worthwhile?

If you’re on the fence about whether to jump into the world of Instagram, remember that it’s one of the most popular social media platforms out there today. Consider these stats:

• Instagram has the second-highest number of daily logins of any social media site (behind Facebook).
• Instagram is one of the most popular platforms among Millennials and Gen Z, with most users landing between ages 18 and 34. The number of Millennials have also surpassed Baby Boomers in the U.S., making them a significant group of healthcare decision-makers.
• Time spent on Instagram is on the rise — the average user spends 29 minutes each day on the platform. Time on Facebook, however, has been dropping each year.
• More than 90% of Instagram accounts follow some kind of business on the platform.

Ask these important questions about using instagram for your hospital first

Launching a new social media profile for your hospital or health system is no small feat. You need quality content and a lot of it. Not to mention someone who can manage and post to the channel.
If you’re considering launching an Instagram account, first consider these crucial questions:

• Does having an Instagram account ladder up to your larger marketing or business goals? Think about how it may/may not benefit your other social marketing efforts.
• Do you have someone who can manage content for the account? This includes posting photos and creating stories as well as responding to comments.
• Do you have a robust source for photos? Followers crave authenticity, so you can’t have a feed that’s only stock photos. If you don’t have a staff photographer, think about how you can crowdsource content from your colleagues and patients.
• Do you have a consent process in place for patient photos? To avoid HIPAA violations, you may want to talk with your legal department to make sure the current process you have can cover posting photos to social media or Instagram.

In the end, Instagram is all about showing a more personal side to your brand. As a hospital or health system, you can use the photo-sharing platform to show the faces of your organization and humanize your message. Ultimately, it can open doors to deeper connections with your community and potential patients.

Need help creating content for instagram or other social platforms?

Adding a new social platform to your marketing mix can feel daunting, especially to in-house teams already feeling a bit overwhelmed. A content agency like WG Content can help. Our team can help you share your unique voice with content created specifcially for social channels like Instagram. And, our graphic design, video and animation experts can help you make the most of visual elements. Let’s get started.

More tips about hospital Instagram marketing

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