Case study 02 · Healthcare
Find the channel with room to grow.
A healthcare communications team compared public engagement across its category to identify where its next effort could have more impact.
Benchmark + proposed strategy- organizations benchmarked
- 13
- in the proposed channel plan
- 6 months
The decision
Where should the team focus its next phase of social communications?
The organization needed to distinguish existing engagement from future opportunity. Public posts offered a comparable view of content themes, sentiment and engagement efficiency across healthcare peers.
The approach
From evidence to next steps.
Establish a baseline
Public posts from 13 organizations were analyzed, with AI-assisted coding of sentiment and recurring content themes.
Compare like with like
Engagement efficiency was examined by platform rather than relying on total engagement alone.
Set a direction
The analysis informed a six-month, Instagram-first plan with staged benchmarks to track progress.
What the work revealed
The strongest current channel wasn’t the only opportunity.
Engagement was concentrated on Facebook, while Instagram performance sat below the category benchmark. That gap suggested a specific channel to investigate and improve, rather than spreading effort evenly.
The next move
Develop channel-specific content and measure progress against a staged engagement target. Use the benchmark as a planning aid, then test whether the changes improve performance.
Evidence, in context
What this case does—and doesn’t—show.
- The analysis covered public organic engagement. Paid reach was outside the study.
- The six-month improvement figures are proposed targets, not achieved results.
- The study did not establish a causal effect on appointments, patient outcomes or revenue.
Arcana analysis within a research partner’s engagement. Client and partner identities withheld. This anonymized summary reflects the supplied engagement report; outcomes have not been independently audited.