Development/Public Relations/Marketing

Harnessing the Benefits of Social Media (Chat Slides & Recording) 

06-10-2019 16:04

In June's Development/PR/Marketing Community Chat we discussed how social media has become a vital component of every successful organization’s marketing mix, including those within the healthcare industry. With 79 percent of all Americans on social media (up from 10 percent just a decade ago) and a growing number of social-savvy Baby Boomer and older adults among them, the opportunity for hospice and palliative care organizations to reach prospective patients and families is tremendous.

Done well, social media can generate visibility and funding, as well as help build census. Social media affords hospice and palliative care providers total control over promotional messages delivered organically or through boosted posts to highly targeted audiences at costs that are lower than traditional advertising rates.

Hospice of Michigan, in partnership with Franco, has enjoyed great social media results and will share insights into their success during this webinar.

Discussed objectives:

  • Outline steps to creating and executing a comprehensive social media effort
  • Share best practices for content development and performance
  • Highlight specific examples of successful Hospice of Michigan’s social media initiatives


The chat was facilitated by: Tracey Pierce, Director of Marketing & Communications, Hospice of Michigan and Andrea Kenski, Account Supervisor, Franco.

Resource: Here is the glossary of terms that was requested during the webinar:

Facilitator's bio:

Tracey is director of marketing and communications for Hospice of Michigan, the original – and largest - not-for-profit hospice in the state serving 46 counties.  Based out of the Ann Arbor home office, her responsibilities include oversight of all internal and external communications including advertising, website development, public relations, special events, social media and branding efforts. Since joining the organization in 2013, Tracey has led re-branding projects and launched new websites for Hospice of Michigan and the organization’s Jo Elyn Nyman Anchors Programs for Children. Following a 2016 affiliation with Arbor Hospice, Tracey led an extensive brand refresh for that not-for-profit provider, and stewarded the creation of a new organizational brand – The NorthStar Care Community – to represent the combined programs and services of the two legacy hospice brands. With more than 18 years of advertising agency and media sales experience prior to joining HOM, Tracey worked for some of the largest advertising agencies and print media companies, including Campbell-Ewald, Doner Advertising, LIFE Magazine and Bride’s Magazine. She is a graduate of the University of Michigan, with a Bachelor of Arts degree in communications.

Andrea is a long-time member of Franco’s hospice account team. Headquartered in Detroit since 1964, Franco is Michigan’s leading public relations firm, providing PR, marketing, social media and design services to clients in a variety of industries across the globe – from local nonprofit organizations to global manufacturers, financial service consultants to leading healthcare providers. Franco provides clients with comprehensive social media support, including strategy development, content creation, community management and engagement, influencer programs, advertising and customer service support. Franco has been the public relations agency of record for both Hospice of Michigan and Arbor Hospice since their 2016 affiliation. Prior to 2016, Franco provided public relations and media relations support to Arbor Hospice for eight years.

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19-0613 Development_PR_Marketing Chat Box Transcript_.pdf   81K   1 version
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