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How to Do Healthcare Social Media Right

Authors: Ray Buckner James LaCorte
Posted Under: Social Pros Podcast
Social Pros Podcast logo
Hosted By
Ray Buckner

Anna Hrach

Convince & Convert
Ray Buckner

Daniel Lemin

Convince & Convert
Ray Buckner

Erika Lovegreen

ICUC Social
About Social Pros Podcast:

Social Pros is one of the most popular marketing podcasts in the world, and was recently named the best podcast at the Content Marketing Awards. Listen for real insight on the real people doing real work in social media. You get the inside stories and behind-the-scenes secrets about how companies like Ford, Dell, IBM, ESPN, and dozens more staff, operate, and measure their social media programs.

Thank you to our sponsor ICUC Social.

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


James LaCorte, Social Media Manager at Blue Cross NC, joins the Social Pros Podcast to discuss the ins and outs of being a healthcare social media manager.

Helping Before Marketing

Even more so than most industries, working in healthcare should be all about helping people. That includes working in healthcare social media.
Most companies would agree that social should be used to help their customers, but they’re usually referring to their customer care department, which provides assistance when problems arise. What James LaCorte and his team at Blue Cross NC have set out to do is help their customers before they have issues. Whether through their content, their ambassador program, or their extensive team of community managers, James and the team have gone far beyond marketing to provide immense value to their customers.
Even if you are not working in healthcare social media, following this example of helping your customers before marketing to them and solving problems proactively helps you build deeper, more lasting connections with your customers. This will also make your customers more likely to continue buying from you and spreading the word about your brand!

In This Episode

  • 04:37 – How Blue Cross NC maintains an all-encompassing social media strategy.
  • 09:01 – How Blue Cross NC handles customer care on social through community managers.
  • 11:56 – How to develop a successful and engaging employee ambassador program.
  • 18:23 – How paid social works in a regulated industry.
  • 23:17 – How having an institutional history beyond social can help a social media manager be more effective.

Quotes From This Episode

“We would rather spend our effort with a smaller group of ambassadors that is going to have more benefit for us and spread our message further.” — @thegaspar
We can push our own messaging all day long, but as ambassadors start publishing their own content in their own voice, that’s the messaging that people gravitate to. Click To Tweet
“Even though organic has gone down, Facebook continues to be the one that gives us the most clicks, page views, and just the most bang for the buck.” — @thegaspar


See you next week!

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