How Hadassah Generated Over 2.5 Million Social Media Interactions

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 Short-Form Videos

Click on the title to watch the video:

Instagram

Tiktok

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

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.

Example of AI-Powered Campaign for Jerusalem Day

The Challenge:

Position Hadassah Medical Center as an innovative institution during Jerusalem Day celebrations.

The Creative Twist:

We wanted to celebrate Jerusalem’s most iconic landmarks, but with a medical spin. So we used AI to reimagine well-known spots across the city through the lens of Hadassah’s world.

The fun part? In Hebrew, each new name sounds almost exactly like the original, just with a medical twist.

We posted an AI-generated photo album with the new versions, tagging the real attraction pages and sparking smiles across social media.

Examples:

Original: Biblical Zoo (Gan HaChayot HaTanachi)
Twist: Biblical Nurses’ Garden (Gan HaAchayot HaTanachi)

Original: Ammunition Hill (Givat HaTachmoshet)
Twist: Bandage Hill (Givat HaTachboshet)

Original: The Western Wall Tunnels (Minharot HaKotel )
Twist: The Pregnant Women of Western Wall (Herot HaKotel)

And many more…

With a reach of 16K and over 4.1K engagements, the campaign sparked strong reactions and wide visibility (link to album).

Bringing the People Behind the White Coats to the Front

As part of our strategy to spotlight the real stories behind Hadassah’s medical professionals, we launched a series of social posts that showed the “both/and” side of the staff, not just their roles in the hospital, but who they are outside of it (e.g. A nurse and a surfer, a doctor and a competitive cyclist etc.).

This helped humanize the medical team and created emotional connection points with the audience, aligning perfectly with our broader goal: turning the people of Hadassah into the heroes of the brand story.