When creating social media posts on a regular basis, the content needs to distinguish itself from previous posts while staying within brand. Otherwise, followers think they’re seeing the same posts over and over again. Also critical is making sure that the breadth of diversity is balanced among simultaneous campaigns so that followers are seeing a variety of your target customer base.

For many businesses that don’t sell online, posts are a great vehicle for Awareness and Interest within the customer journey. Calls-to-action can be on the graphic or in the supporting text, or both, but it’s even more helpful if a hotlink is established for a phone or you can direct the person off the social page. This isn’t always possible when platforms like Instagram are built to keep engagement solely on their platform. Taking the time to engage with followers can recruit customers to become advocates and brand loyalists to lift your campaign.

While social media is typically low-cost, there is a significant time investment into building a year-long campaign. If you have limited resources – people and money – to develop the campaign, consider the return on your investment and whether that time is better invested in direct ROI efforts. For these scenarios, social media goals should be well-defined.

Here are some social posts I recently created with some sample short-form text that accompanies some of the posts.

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Habitat for Humanity of Sanford Myth or Fact campaign

Habitat for Humanity is well known for crowd-building homes for those who are in need, but the actual structure for a partnership with Habitat is not often understood by the mass. We developed a social campaign to educate people on what Habitat does and what they don’t do.

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Breast Imaging, Breast Cancer Awareness, and Mammograms

Throughout the year, posts for breast imaging services include content on education, awareness, service offerings, scheduling reminders, and company news.

Sample content of an educational post on breast density:

Visible only on mammograms, breast density is not based on your size, firmness, or how your breasts feel. Dense breast tissue is normal and common, but the denser the breasts, the more difficult it can be to find cancer. The level of density is described using a system called Breast Imaging Reporting and Data System (BI-RADS). This system records the density of the breasts into four categories from least dense to most dense: (A) almost entirely fatty, (B) scattered area of fibroglandular density, (C) heterogeneously dense, and (D) extremely dense.

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Uterine Fibroid Embolization (Interventional Radiology Services)

Sample content of a UFE post

Uterine fibroid embolization (UFE) is a minimally invasive, non-surgical option available for treating uterine fibroids. This common, alternative treatment option is successful for about 90 percent of patients. It helps patients avoid major surgery and allows for a much shorter recovery time. UFE works because we take away the blood supply to the fibroids, which then causes them to shrink, and they are no longer hormonally active, which helps eliminate the heavy and breakthrough bleeding. The shrinkage helps resolve the bulk of the patient’s other symptoms. After this procedure, patients can go back to work much sooner. The procedure is often more affordable than surgery as well.

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Prostate Artery Embolization (Interventional Radiology Services)

Sample content of a PAE post

Prostate artery embolization (PAE) is a minimally invasive procedure for men with enlarged prostates that can greatly reduce symptoms without the side effects of traditional more invasive prostate surgery. Benefits: a smaller incision, less pain, no overnight hospital stay, and fewer reported side effects. To schedule a consultation, call Raleigh Radiology at (919) 787-1389.

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Spider Veins & Varicose Veins (Interventional Radiology Services)

Sample content of a Spider Vein post

Smaller than varicose veins, spider veins are easily visible through the skin but do not bulge out like varicose veins. Usually, spider veins are painless and asymptomatic. While they are harmless, they can be a symptom of poor circulation or a sign of increased risk for varicose veins. Our skilled Interventional Radiologists inject the veins with a solution that closes the veins so they eventually fade from the skin. This procedure is fast, pain-free, and is quickly done in the imaging center with no anesthesia. Call us for a consultation to see if this is right for you.

Sample content of a Varicose Vein post

Varicose veins are a fairly common side effect of pregnancy, affecting up to 20% of pregnant women. These bulging, uncomfortable veins can appear anytime during pregnancy and they typically get bigger as you do. Most varicose veins will subside after a pregnancy but can return for subsequent pregnancies or, in some cases, not go away at all. If you would like to speak with us about Varicose Vein treatment options, call Raleigh Radiology at (919) 781-1437.

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Sample content of a Spider Vein procedure post

GONE in 12 SECONDS! Our skilled Interventional Radiologists treat spider veins with a small injection. Watch our video to see spider veins disappear. If you are interested in learning more about spider vein treatment, call our Vein & Vascular Center at 919-787-1389 today.

Click to watch the video:

Pediatric Radiology

An educational campaign can comfort parents when their child needs an imaging procedure with radiation. Parents may not realize that pediatric imaging doses are smaller than doses of adult patients.

Sample content of a pediatric post

At Raleigh Radiology, we know that one size does not fit all when it comes to pediatric imaging. Our board-certified pediatric radiologists specialize in child-size imaging procedures. And we’ve taken the Image Gently pledge. #ImageGently

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Men’s Health Week

A week of posts for Men’s Health in June brought awareness to specific issues men face and the services offered.

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ACCOMPANYING SHORT-FORM CONTENT TO THE POSTS

DAY 1 #MensHealthWeek
An abdominal aortic aneurysm (AAA) occurs when plaque buildup causes the walls of the abdominal aorta to become weak and bulge outward. An AAA Ultrasound is a safe, non-invasive screening that uses sound waves to detect the presence of an aneurysm. This screening is appropriate for men ages 65 to 75 who have ever smoked cigarettes and non-smokers with a family history of aneurysms. A physician’s order is required. Call us at 919-781-1437 to schedule a screening at one of our imaging centers.

DAY 2 #MensHealthWeek
Benign prostatic hyperplasia (BPH) is the common enlargement of the prostate in older men. Prostate artery embolization (PAE) works by closing the blood supply to the prostate, resulting in the prostate shrinking in size, causing less blockage, and thus, symptoms improve.

To learn more about minimally invasive treatment options with interventional radiology, call Raleigh Radiology’s Vein & Vascular Center at 919.787.1389.

DAY 3 #MensHealthWeek
Affecting nearly 60% of men over the age of 65, prostate cancer is one of the most common types of cancer in men. As with most all cancers, catching it early opens up more treatment options with higher survival rates.

If your physician recommends a PET-CT, we can help. Call 210 PET Imaging at 919-350-4210. Located in Cary in the Medical Park on Ashville Avenue, 210 PET Imaging is a #RaleighRad + #WakeMed Partnership

DAY 4 #MensHealthWeek
Testicular pain, lumps, or swelling may be caused by an infection or other minor condition. Testicular torsion is a more serious condition that happens when the blood vessel becomes twisted. Testicular cancer is fairly rare and very treatable when caught early. Talk with your physician about any changes you experience in your testicles.

If you are referred for an ultrasound, we can help! Call #RaleighRad at 919-781-1437 for an appointment at one of our locations.

DAY 5 #MensHealthWeek
When fats, cholesterol, and other substances in and on your artery walls build up, your arteries can narrow and reduce the flow of blood to your body. This is called Atherosclerosis. The plaque can also dislodge or burst, creating a blood clot that leads to heart attack or stroke.

A Cardiac Calcium CT Scoring is a non-invasive screening that scans calcified plaque in your coronary arteries and provides you with a risk score. The score may identify those who are at a higher risk for coronary artery disease.

This $99 screening takes less than 20 minutes and may help motivate people at moderate risk to make important lifestyle changes. Discuss this with your provider to see if this screening tool may be beneficial to you. A physician’s order is required.

Call #RaleighRad at 919-781-1437 to schedule a screening at one of our imaging centers.

Day 6 #MensHealthWeek
It’s no secret that smoking damages your lungs. CT Lung Cancer Screenings detect 80% of lung cancers at an early age when treatment is more effective.

These screenings are only recommended for high-risk adults ages 50 to 80 who have a 20-pack-year smoking history and currently smoke or who have quit within the past 15 years.

A physician’s referral is required. Call 919-781-1437 to schedule an appointment at one of our imaging centers.

Remember, the best way to reduce your risk of lung cancer is to not smoke and avoid second-hand smoke.

Health Screenings & Office Hours

While screenings are not strong revenue drivers, they are quick services that easily fill in scheduling holes. Reminding patients of extended hours or scheduling availability can also boost revenue. Here are some posts promoted throughout the year.

Sample content of a screening post

Fast Breast MRI provides added peace of mind for women of average-risk women with dense breasts. There is no radiation used with this imaging procedure. Mammography remains an effective tool in detecting cancers, but finding cancers in a denser breast can be more challenging. A 15-minute breast MRI exam called Fast Breast MRI can provide more detail when used in conjunction with a 3-D mammogram in women with dense breasts.

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