UTHSCSA: rethinking social media for student and patient engagement

The University of Texas Health Science Center at San Antonio (UTHSCSA) is an institute of health science education and research located in the South Texas Medical Center

UTHSCSA were working on the redevelopment of their website with the help of NewCity, one of our web partners in the USA. As part of that process, we were invited to help the Center rethink their approach to social media.

Following intensive on-site planning, stakeholder interviews, audience research and competitor benchmarking, we were challenged to forge an approach to social media that would market the Center to patients while also connecting the student community.

While resource was tight and staff time was mostly focused on the website re-development, we seized the opportunity to consider the Center’s social media strategy at a time when its web presence was being re-thought.

We suggested segmented social media accounts, targeting the Center’s various audiences, and advocated content that was useful and relevant to audiences, rather than overtly promotional. We followed up our recommendations a year later with a review and new sample content.

Image by Zereshk / UTHSCSA / CC BY-SA 3.0.