Put up Efficiency Report April 2025

We’re again with one other installment of the Put up Efficiency Report (PPR)—a collection the place we compile and analyze social media posts and campaigns inspiring us, and break down what makes them so genius. We don’t simply study the flawless inventive execution of each put up or marketing campaign, however the impression on sufferers and the business, too.

This time, we’re spotlighting healthcare organizations who’re paving the way in which for manufacturers in regulated industries. Like in lots of regulated sectors, conversations about medical circumstances and healthcare manufacturers are rampant with misinformation. Despite the fact that many social customers flip to platforms like Instagram, TikTok or Reddit for well being recommendation, influencers are probably the most trusted voices on social—not manufacturers.

Let’s dive into our lineup of manufacturers breaking via the noise and combatting misinformation, whereas offering worth and constructing belief with their sufferers and group.

UCHealth: Influencer content material is simply what the physician ordered

Because the #1 hospital system in Colorado, UCHealth goes above and past to empower their sufferers to dwell terribly. As they put it on their web site, the hospital believes healthcare ought to lengthen to diet, well being training and conventional medical care.

The hospital follows this identical ethos on social, and develops unique influencer content material to assist fulfill their mission. Of their creator partnerships, they educate their viewers about sudden stress-relieving methods like cuddling cows (sure, you learn that proper). In addition they use creator content material to focus on one of the best hikes in Colorado and promote group well being occasions.

UCHealth’s influencer roster consists of gamers on the Colorado Avalanche hockey crew (the hospital is the crew’s official sponsor). They developed a collection referred to as Avs Household Values which options hockey gamers and their households in life-style and personality-driven content material.

Creators and athletes aren’t the one ambassadors for the model—additionally they flip to their sufferers. In a candy nod to the resilience and power of sufferers battling most cancers, UCHealth transforms them into true comedian guide superheroes on social.

The play: Belief in influencers is holding regular and rising in some pockets. The Influencer Advertising and marketing Report discovered that just about half of all shoppers belief influencers as a lot as they did a yr in the past, whereas near 30% belief them extra. Gen Z and Millennials belief influencers much more than older generations, and some analysis suggests they belief them greater than medical doctors.

Reasonably than struggle the shift, take a cue from UCHealth. The hot button is discovering influencers who align together with your values, really feel related to your group and don’t pose a danger to your status.

London Girls’s Clinic: Eradicating the disgrace from fertility care

Established in 1985, the London Girls’s Clinic has offered complete fertility remedies for 40 years. Lots of their medical doctors and researchers even pioneered the developments that outline the specialty right now.

On social, the clinic educates their viewers about reproductive healthcare matters like endometriosis and beginning a household as a LGBTQ+ couple. Conversations like these are sometimes shrouded in disgrace, however via locations like on-line group boards and social media, they’re coming to the forefront. London Girls’s Clinic demonstrates they take heed to and perceive their viewers by orienting their content material technique round these trending matters, and making them simpler to speak about.

London Girls’s Clinic additionally tackles the taboo and confusion that accompanies receiving fertility remedy by taking their viewers on facility excursions. In these behind-the-scenes excursions, their crew explains how you can schedule appointments, what their places of work appear to be and the way sure remedies work. The clinic lately partnered with influencer Paige Thorne who described her personal expertise at one in all their services.

The play: Experiencing disgrace within the healthcare setting is a prime barrier to searching for out or receiving care. Which is why many sufferers flip to social media networks for well being recommendation as an alternative of seeing a doctor. Over 70% of Gen Z and Millennial People didn’t obtain an annual bodily examination in 2024, and one other 52% of all People admitted turning to social for well being recommendation. Particularly, conversations about ladies’s well being matters grew 37% between 2023 and 2024 on Reddit.

For a lot of sufferers, the primary time they work together together with your model is perhaps on social. By following the lead of the London Girls’s Clinic, you possibly can take disgrace out of the equation and make an awesome first impression that results in a affected person lastly getting care.

Pfizer: Affected person tales present the realities of life-saving prescribed drugs

Pfizer is likely one of the world’s main biopharmaceutical corporations, and have become extra well-known for the event of the COVID-19 vaccine. With the manufacturing of the vaccine got here a tidal wave of misinformation. Even right now, the corporate continues to be making an attempt to reassure shoppers of the protection and live-saving care offered by vaccines and different medical breakthroughs.

Pfizer does this on social media by telling actual affected person tales, humanizing each their model and the individuals they serve. Sometimes once we hear statistics about sickness, the main focus is on the numbers. However via Pfizer’s content material, we see how actual persons are impacted by illnesses like most cancers.

In these movies, Pfizer takes a documentary-style method to storytelling. In addition they incorporate social-first components, like a 4:5 facet ratio and lo-fi patient-generated movies and pictures. The mix of those two kinds is why this particular content material collection stands out and performs so effectively.

In one other latest video, Pfizer partnered with Sunny Anderson, the chef, Meals Community character and creator—which dramatically improved their attain. Although the fashion of this video was greater constancy and included a disclaimer, it nonetheless carried out effectively as a result of it illustrated Anderson’s true expertise with the illness.

The play: Within the period of HealthTok, wellness influencers and concern mongering, it may be laborious for pharmaceutical corporations like Pfizer to determine belief. Whereas it might sound finest to name out misinformed creators or harp on the unfold of misinformation, that would solely additional divide and alienate audiences. By specializing in actual individuals’s tales—particularly surrounding the life-changing impacts of their illnesses and life-saving remedies—they assist everybody transfer ahead with extra compassion and religion in science-backed options.

Moffitt Most cancers Middle: Serving up social-first diet

Moffitt Most cancers Middle is a remedy and analysis heart that makes a speciality of outpatient care. Particularly, their Diet Remedy division gives complete diet look after sufferers and caregivers, and cancer-related diet training for the group.

On social, Moffitt’s Registered Dietitian and Most cancers Researcher Sylvia Crowder, PhD, shares diet suggestions and presents viewers behind-the-scenes content material, together with 10 meals so as to add to your grocery checklist, recipes and excursions of their new analysis services. Madison Skipper, Lead Social Media Coordinator at Moffit, explains how her crew collaborates, “Dr. Crowder understands social media effectively and brings invaluable concepts and data, which we use to form the content material collectively. Because the diet professional, she guides most of the matters, whereas we apply our social-first experience to movie and edit. It’s really a crew effort to create high-quality content material that speaks to our group.”

This content material collection works so effectively as a result of it looks like one thing an influencer would create. Some viewers may not even acknowledge that it’s crafted by the model. The important thing distinction is that Moffitt does embrace hyperlinks to analysis when making well being claims and clearly provides disclaimers to their captions.

Skipper explains why that’s so essential: “By publishing this content material, we goal to share reliable, science-backed data with our sufferers and group, which aligns with Moffitt’s mission to contribute to the prevention and remedy of most cancers.” The Moffitt social crew additionally works with their different Registered Dietitians like Diane Riccardi, RD, who captured this video:

Moffitt’s social-first content material addresses the rising dialog (and issues) surrounding normal diet suggestions, whereas sticking to the details and being accountable about what they put up.

The play: Some research have discovered that as much as 45% of diet posts on social media is perhaps inaccurate, deceptive, harmful and created by people who lack respected credentials. With a lot misinformation abound, Moffitt Most cancers Middle is leaning in as an alternative of shying away.

Take a web page from their playbook by constructing your personal inner creator program, leveraging in-house consultants to craft content material that humanizes your model, and suits the fashion and tone your followers are used to seeing on social.

Creator highlight: Shyla Cadogan makes wholesome consuming accessible

Shyla Cadogan, higher referred to as Wholesome Shyla, is a practising dietitian with a powerful and dependable group. Boasting practically 150k followers on Instagram and TikTok, Cadogan describes herself as “a dietitian with issues to say.”

In her content material, she presents viewers suggestions for hitting beneficial fruit and vegetable, protein and fiber objectives, disproves diet fads trending on-line, and makes wholesome consuming accessible as an alternative of unique. She isn’t afraid to take an unpopular stance if it means talking actually in regards to the state of the diet business.

Cadogan’s method stands out within the wellness influencer world—one which has been identified to hawk costly dietary supplements, tout unrealistic existence and give attention to aesthetic over true wellness. As she places it in one in all her movies, “The useful medical world will be actually scammy.”

Cadogan finds a approach to make instructional content material informative but entertaining, and invaluable with out being boring.

The play: By taking inspiration from Cadogan and partnering with creators like her, you possibly can craft content material that’s really edutaining. Even when protecting severe matters like diet, you possibly can nonetheless infuse humor and enjoyable.

Maintain a pulse on what your sufferers want on social

That wraps up this month’s installment of PPR. Keep tuned for subsequent month, the place we’ll be specializing in manufacturers celebrating main milestones in distinctive methods on social. Within the meantime, keep in mind these key takeaways:

On the lookout for extra social content material concepts for healthcare organizations? Take a look at our information to social media for healthcare manufacturers.

And in the event you see a social put up or marketing campaign that deserves to be highlighted, tag us @sproutsocial and use #PostPerformanceReport to have your concept included in a future article.