La capsula Informativa: Strategic Social Media Increases Awareness for Corewell Health’s West Michigan Graduate Medical Education Program
Franco coordinated with Corewell Health’s corporate social media team to develop and execute an efficient Instagram management program spanning 13 resident and fellowship pages and 20 GME content coordinators to fuel ongoing awareness efforts. We also collaborated with this team to better understand the organization’s social strategy as a whole. This defined how the newly created pages could align and build off the existing strategy.
Our day-to-day responsibility was working alongside Corewell Health’s social media team to receive Instagram photos and videos from GME content coordinators, then use that content to create engaging, platform-friendly posts to appeal to existing and prospective followers while adhering to Corewell Health brand and identity guidelines.
Tactical support included:
- Establishing an organized content collection, storage and communication process
- Upholding content quality control
- Identifying timely, relevant local Stories to repost
- Researching timely, relevant trends to share with GME content coordinators
- Thoroughly examining content from a reputation management perspective prior to posting
- Developing various observation-focused (Match Day, Research Day, etc.) and resident/fellow spotlight Canva templates to maintain brand continuity
- Launching Survey Monkey forms to streamline content generation
Since the GME content coordinators’ full-time roles ranged from residents, fellows, faculty and program coordinators, we also worked with the Corewell Health social media team to provide strategic support to showcase best practices and how to gather optimal content.
Strategic support included:
- Providing quarterly reporting and analytics
- Hosting monthly GME content coordinator meetings to discuss timely content opportunities, answer questions and exchange ideas. Each meeting was followed by a recap email for those unable to attend due to busy schedules.
- Working with primary Corewell Health client contacts to establish and maintain Instagram best practices and content ideas
- Holding individual program brainstorm calls for those interested in learning how to blend Instagram trends with Corewell values
The primary goal of the Instagram program was to appeal to Corewell Health’s ideal prospective GME recruits by vibrantly showcasing each program’s clinical training atmosphere, unique culture and what it’s like to live and be well in west Michigan – all while adhering to Corewell Health’s brand and community guidelines and ensuring each page felt authentically resident and fellow-run.
