On A Mission

After an initial scan into @wheelerhealth history, I discovered an organization dedicated to increasing access to care for Connecticut residents who have mental health and/or substance use needs, to name just two.

Nonprofits like Wheeler that receive federal and state funding may not necessarily want to create outsized consumer demand, like a for-profit organization. That said, social media can create awareness and familiarity for Wheeler’s services by growing its followers and deepening online engagement, beginning with a branded campaign that positions Wheeler in the specific Connecticut markets it serves.

The social media audit uncovered a high volume of activity that communicates a compassionate and supportive organization providing an array of health care services. I recommend weighting content to the services in highest demand through short-form video, formatted for mobile viewing.

Sabrina Trocchi, PhD, MPA is an obvious voice to tap in social media to provide a level of gravitas to the business and health care communities, primarily through LinkedIn.

A Social Media Manager should handle the lion’s share of the work, working closely with the head of Wheeler on her content. This position could be further strengthened with a video producer to flush out the branded campaign. (If no budget exists for video production work, an alternative is to use the best available video footage, plus sound effects and text overlay to communicate the problem/solution.) Additionally, since many of Wheeler’s patients may speak Spanish, a bi-lingual Social Media manager is ideal.

Bigger picture, the financial burden of unresolved behavioral health issues on hospitals and the overall health care system persists.

The recommendation I put together is a positive step forward for Wheeler, its patients, staff and the communities it serves. Over time and with refinement, a social media plan can help people seek the services they need before a condition worsens, which in the long-run will lower costs and improve the bottom line.