How a hospital CEO led the way on social media.

When there’s a healthcare crisis, people turn to the professionals they know and trust. In Indiana and Westmoreland County, that means the doctors, nurses, and staff at Indiana Regional Medical Center (IRMC). As a result, in mid-March 2020, when COVID-19 reached Pennsylvania, people were justifiably afraid and looking for answers and guidance from the government and their local healthcare provider. reach people within the hospital’s footprint, IRMC’s President & CEO, Steve Wolf, decided to post a series of self-shot videos on the hospital’s social media platforms. The purpose of the videos was to educate the community about COVID-19, discuss the hospital’s actions to address the pandemic, and explain new patient and visitor policies. Steve’s authentic on-camera approach received over 15,000 views and gratitude from many in the community for his fact-based approach and reassuring message.

Elisco Builds on Social Success. To amplify IRMC’s message, Elisco developed a series of videos for social media, the hospital web site, and a digital ad campaign. Because of the new stay-at-home restrictions, the agency could not shoot any new footage. To overcome this obstacle, Elisco used historical photographs from the hospital’s archives and previously shot footage at the hospital.