How To Use Facebook Groups for Marketing Your Hospital

Hospital marketing teams invest significant time and resources into blogs, videos and social media—yet even the strongest content doesn’t always get the engagement it should. The challenge often isn’t what is created, but where and how it is shared with the community. So how do hospital marketing teams make better use of their time?

Facebook Groups present an underutilized opportunity for hospital marketers to transform content from a one-way broadcast into meaningful community engagement on social media.

“When we repurpose content for Facebook Groups, we’re not just posting. It’s a way to join conversations that matter to our community. It allows us to extend the reach of our content without adding extra work for our team.”

~Andrea Jackson, Marketing and PR Coordinator, Bates County Memorial Hospital

Baldwin Publishing’s team presented on this and other important social media topics for hospitals on September 30, 2025, as part of the SHSMD Social Media Strategies in Health Care certificate course with a live webinar, “Maximizing Reach: 5 Creative Ways to Repurpose Content and Engage Audiences.”

How to Join a Facebook Group

Stella Serne, social media coordinator for Baldwin, spoke to hospital marketers about how joining Facebook Groups can help hospitals get more value from their existing health content while expanding their reach in the community.

“When content is broken down into smaller, conversational posts, it feels less like a broadcast and more like an invitation to engage,” Serne said.

She explained that hospitals don’t need to limit their social media marketing strategy to announcements or press releases. Instead, they can reframe content into short, discussion-friendly pieces and place them in spaces where patients, caregivers and local community members are already active. This approach allows hospitals to move beyond one-way messaging and create authentic social media engagement.

Andrea Jackson, Marketing and Public Relations Coordinator for Bates County Memorial Hospital, provided a small hospital’s perspective during the webinar. She explained how this approach to social media has helped her make the most of her limited resources.

“When we repurpose content for Facebook Groups, we’re not just posting,” explained Jackson. “It’s a way to join conversations that matter to our community. It allows us to extend the reach of our content without adding extra work for our team.”

Consider a health organization that publishes a blog about how to eat on a heart healthy diet. On their main Facebook page, this content might appear as a standard post with a link. In a local wellness group, however, the same content could be repurposed into a simple question: “What’s one small change you’ve made in the kitchen to make meals that are better for your heart?” This type of post not only sparks conversation, but also positions the organization as a trusted health resource. It’s an example of how social media can build relationships that go beyond traditional marketing.

The payoff is significant. By engaging with Facebook Groups, hospitals extend their reach beyond their own followers, building stronger trust within the broader community. This strategy also provides valuable feedback on which topics spark the most interaction, helping refine a hospital’s overall content marketing strategy.

Smarter Social Media Strategies for Hospital Marketers

For hospitals, repurposing content for Facebook Groups is about more than visibility—it’s about connection. By joining conversations where your community is already engaging, hospitals can strengthen relationships, encourage healthier lifestyles, and extend the reach of their digital marketing efforts.

“Hospitals don’t always need more content–they need smarter ways to use the content they already have,” said Toni Donina, CEO of Baldwin Publishing. “Facebook Groups are one of the most effective ways to do that.”

Baldwin Publishing provides hospitals with ready-to-use, medically reviewed content that makes it easier for hospitals to fuel conversations on social media, blogs, and across all digital platforms. From health articles and videos to heart healthy recipes and graphics, Baldwin’s Celebrate Today Calendar helps healthcare marketers save time while engaging patients with meaningful, relevant content.

View the full SHSMD social media course webinar hosted by Baldwin Publishing and Bates County Memorial Hospital here.