Penn Medicine turned to Coyne to gain a better understanding of the competitive social media landscape. The means to gaining this knowledge was the execution of an in-depth social media audit of Penn Medicine’s peers, assessing a range of offerings from owned social media channels and blogs to e-newsletters and institutional web sites.

Our team produced a detailed report which assessed and summarized the social media offerings of seven academic medical centers, with a specific eye toward the tone, frequency, engagement and inter-dependence that each channel provided, as well as a cross-academic center analysis of how each institution stacked up against each other within a given channel. Lastly, the report provided a snapshot of areas in which no center had a substantial footprint to date, thus an opportunity for Penn to stand out.