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How Hadassah Medical Center Increased Instagram Followers By 73% In 4 Months

How do you take a complex and serious subject like medicine and turn it into engaging and intriguing content? How do you make doctors and nurses into stars? How do you share medical information with the public without being boring? We cracked these challenging problems and more while managing Hadassah’s social media. How did we do it? Keep reading to find out 🙂


The Results


Instagram followers


Content engagement


Page visits

The Client

Hadassah Medical Center, based in Jerusalem, is one of the largest and most prestigious hospitals in Israel. Established over 120 years ago by the Hadassah Women’s Zionist Organization of America, it has gained extensive international recognition. The center operates primarily on the Ein Kerem and Mount Scopus campuses, providing care for complex cases from around the world and engaging in academic activities in partnership with the Hebrew University, training the next generation of healthcare professionals, and conducting extensive research.









Start Date


The Challenge

In May 2023, Hadassah established a social media department tasked with managing all of Hadassah’s social media assets to enhance content and grow their follower base. Organic social media is less measurable and precise compared to paid promotions, so we didn’t have a specific follower target. Our initial goal was to achieve steady monthly growth in followers.

Medicine is a complex and multifaceted field—on one hand, it’s fascinating and intriguing, but on the other hand, it’s heavy and complicated. Moreover, who really wants to talk about diseases and problems on Instagram, a platform known for lifestyle, food, and entertainment? We needed to find a way to showcase Hadassah’s expertise and communicate the interesting aspects of medicine without coming off as tedious or boring while maintaining Instagram’s distinctive tone and style.

The Solution

In a nutshell: we put people and their stories front and center!

People connect with authentic stories and real-life events. While fictional narratives can be captivating, life itself often writes the most inspiring stories. This is why, instead of simply focusing on the advanced technology used in orthopedic surgery, we chose to tell the story of the patient, an athlete who recovered and returned to playing tennis thanks to the surgery. By crafting stories that combine technical medical information with touching and heartfelt personal descriptions, we were able to connect with audiences on a deeper level.

In a hospital’s daily routine, there are countless moving stories: a young intern from a family of doctors, a cardiology expert who pursued medicine due to a family trauma, surgeons saving a child from a rare and dangerous injury, and many more diverse human dramas.

Added to this are the everyday experiences of the medical staff working around the clock in shifts, who also experience personal human dramas in their lives.

Hadassah’s stories are particularly dramatic due to its role as a multicultural bridge for people of different religions and nationalities. At Hadassah, Jews, Arabs, Druze, Circassians, Christians, religious, secular, and ultra-Orthodox individuals all work together, committed to saving lives.

Here are some of the steps we took:

  • We mapped out the content areas to focus on, including medical content, humor, real-life stories, trends, and RTM.
  • We approached a diverse range of medical center staff and invited them to participate in videos—doctors, nurses, administrative staff, security personnel, and more, to showcase all aspects of the hospital.
  • We worked collaboratively: our social media department came up with creative and ‘cool’ ideas, while the hospital’s marketing team connected us with interesting cases and the people behind them.
  • Although the emphasis was on videos, we made sure to utilize all the tools Instagram offers and tailor each tool to the task at hand.
    • Stories: We used Stories to encourage user engagement (polls and questions), provide value (“five tips to protect your kids from the sun”), and showcase small, authentic moments from the hospital’s routine (a Jewish doctor and a Muslim doctor praying together).
    • Regular Posts: We used these for regular updates, tips and information, photo albums, and more.
    • Reels: These were the main focus—two filming days which generated 8 short form videos videos each month.

Examples of Reels

Click on the title to watch the video:

A Day in the Life of an Intern: Dr. Yoav Hershkovitz

יום בחיי מתמחה: ד״ר יואב הרשקוביץ

Medical Puns with Sa’ad and Nathan
(comedy video)

בדיחות קרש רפואיות עם סאאד ונתן

A Day in the Life of an Intern: Dr. Adva Cahan Peretz

יום בחיי מתמחה: ד״ר אדוה כאהן פרץ

Video about the Pocket in the Uniform Struggling to Tie Shoelaces

סרטון קומי על הכיס במדים

These are just some of the content pieces we posted over those months. Each month we aim to surpass our previous performance and achieve even greater growth in followers and other engagement metrics.

Examples of Stories

Hadassah Instagram Stories

Of course, these are just some of the content that has been uploaded in recent months, and we start each month with the goal of surpassing our performance and bringing about greater growth, in the number of followers and in all other page parameters.

The Results

Within just 4 months, we partnered with Hadassah to map out their key content areas. This involved regular meetings with their medical team, ongoing photo shoots, and a collaborative creative and content creation process. The results speak for themselves: a whopping 73% increase in Instagram followers, 69% jump in content engagement, and a staggering 385% boost in page visits – all without any paid promotion! And we’re confident this is just the beginning. Our goal is to keep growing Hadassah’s social media presence across other platforms and key metrics.

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Angora Media accompanies Hadassah in planning, launching, and managing our social media presence across all platforms. The team demonstrates high levels of professionalism, dedication, and creativity. It is evident that they understand the intricacies of the medium and user behavioral patterns in all its shades. Since they took the reins, our exposure and engagement have skyrocketed – and it just keeps getting better!
Dr. Yifat Ben Hay-Segev

Dr. Yifat Ben Hay-Segev

VP of Marketing and Communication

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