Megan Redzia - 11/18/2025
LifeBridge Health needed to merge multiple hospital Facebook pages while conveying system-wide marketing campaigns and messages. After a successful implementation by 3E PR, the healthcare system has seen significant growth in engagement, interactions, and followers through.
Challenge:
LifeBridge Health (LBH), a healthcare system based in Baltimore, Maryland, hired 3E PR to compose and 
implement a re-branding social media campaign. LBH is comprised of four hospitals, a medical center, urgent cares, and a health and fitness center. Initially, branded LBH healthcare system pages existed on Twitter/X, Instagram, YouTube, and LinkedIn. However, each of the hospitals had its own separate pages on Facebook. The challenge and goal presented to 3E PR was to bring all these entities under one virtual roof and create a systemwide LBH presence and communication stream across all social media platforms. This objective was a key element in LBH’s comprehensive brand marketing campaign to unite the healthcare system under one brand presence to demonstrate its comprehensive care services.
Strategy:
Facebook Page Merge
3E PR’s first step was to work with Facebook to merge all the hospital pages into one healthcare system page. Because certain page data (check ins, reviews, etc.) would be lost in a page merge, 3E PR evaluated each page to identify which should be transformed into a healthcare system page. The pages with smaller followings and reviews were merged into the one with the largest following and most activity.
3E PR also crafted and implemented a migration strategy to verbally encourage users to visit and like the new LBH healthcare system Facebook page for future news/updates/information about the hospitals and other facilities. While this migration would not reach every single follower, it did help to guide a significant amount of them to the new Facebook page.
The migration strategy acted as the perfect opening for the actual page merge. It helped to prepare users for the fact that the current hospital page they were following would eventually cease to exist and transitioned them into communicating with the new LBH health system Facebook page.
Content Development
For the last ten years, 3E PR has been working hand-in-hand with the LBH marketing team to create engaging content that aligns with the brand marketing campaigns and focuses on core service areas. A stream of frequent and consistent content tailored for each platform and communicating key health system messaging points are shared across each social media page.
3E PR worked with LBH team establish content pillars and varied target audience personas to not only streamline the creation process, but also enable better reporting insights over time. This content strategy continues to evolve with LBH’s goals and initiatives and the industry landscape.
Implementation
Along with daily publishing, the 3E PR team manages the LBH social media communities, acting as the first responder to users who reach out through those pages.
3E PR monitors for conversations involving the LBH brand and its locations and responds to comments/messages, escalating anything urgent through an established internal communication protocol.
Result:
Due to 3E PR’s efforts over the last ten years, LBH has experienced significant follower growth across all social platforms:
- Facebook – 101%
- Twitter/X – 17%
- Instagram – 4,126%
- LinkedIn – 309%
Despite ongoing challenges presented by platform updates and algorithms, LBH continues to see consistent growth, engagement and reach month-over-month. The LBH social media pages have high interactions from employees, users who are patients (or family members of patients), those in need of customer service issues, and by local media outlets and partners. As LBH rolls out new services, initiatives, and marketing campaigns, 3E PR ensures alignment across all of its social media pages.
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