In addition to OU Medicine, we also manage social media presences for OU Medical Center Edmond, a separate entity. Because it’s a specific medical facility in Edmond rather than a health care provider in Oklahoma City, the hospital’s target audience – and that audience’s needs – are much more specific. In Edmond, we primarily target women in their early 20s to mid-40s. We’re talking to newlyweds and expectant (or soon-to-be expectant) parents. Our community primarily consists of young families, and our content and selected presences reflect that.
Recently, we launched OU Medical Center Edmond’s Pinterest account, where we aim to relate to, connect with and build relationships with women in Edmond. Baby, health and family information already are popular topics on Pinterest, so for a hospital, this platform allows us to use our expertise as a way to add value to and connect with our community – and do so in a place where community members already want to connect. We’re making that connection with custom infographics, and the results have been promising.