The Challenge

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A large healthcare company operating over 55 hospitals faced a significant internal engagement challenge. Team members felt disconnected, and existing content was perceived as overly corporate and impersonal. The organization lacked a social-first strategy to engage employees creatively, authentically reflect its culture, and build genuine internal and external advocacy.

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The Work​

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I developed and launched a pilot advocacy program within 10 hospitals, designed to turn team members into passionate brand advocates. This initiative extended the social media content strategy for both externally visible and internal social channels, empowering hospital staff to share their culture and personal stories. Key elements included defining new channel roles, launching original video series, and building an authentic, social-first storytelling culture.

The influencer advocacy program enabled team members’ influence to expand deeper within and outside the organization via social channels, events, and broader community engagement. This foundation supported ongoing growth, including training, keynotes, and an expanded content footprint across the organization.

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The Results

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• Achieved a 3x increase in published content

• Delivered a 170% increase in video views

• Built a scalable, authentic advocacy program that energized internal and external engagement

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Why It Matters

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This advocacy program transformed disconnected team members into genuine brand advocates, fostering a more engaged and aligned workforce. By tapping into authentic storytelling and social-first content, the company strengthened internal culture and enhanced external reputation, driving lasting connections across diverse audiences. This approach not only elevated morale but amplified core messaging with real influence across multiple channels.