Interview with Midwifery Group at Swedish

HCAPS’ Social Media team recently spoke with Camdyn DePlonty, Practice Manager at Midwifery Group at Swedish. The practice is a graduate of Course 300 of the program. Camdyn has a lot of experience as a practice manager in the social media space. Check out our Q&A with her below!

Q1. These two posts had some of the highest traction on your page. Was there an intentional strategy behind them?


A1. Welcoming our new Midwife to the practice was a huge deal. We had an unfortunate surprise turnover of a provider at the beginning of the summer, and it took from May until September to get a replacement into the office. Everyone felt the strain and it was our way of telling the world that we were back on track. We hadn’t talked about the rough summer online at all, and weren’t talking about it much in the office either. So the strategy was to say goodbye to the old, hello to the new, acknowledge what the practice had been through, and find our new normal with our new midwife. 

Q2. The one from September 12th actually led to a big spike in Likes. Why do you think that is?

A2. The “Welcome Rachael” post also helped Rachael put out the word to her people about her new position as well, so it gained a lot of traction through that added connection. Rachael is also a newly graduated CNM and was glad to share her announcement of her employment.


Q3. Can you talk about the strategy behind the water bottle campaign you ran? How did you come up with the concept and how to make it work?

A3. We completely stole the idea from Glamour magazine. They do a piece about readers taking pictures of themselves with their magazines all over the world. We knew our patients wouldn’t take pictures of themselves, and thought pictures of our water bottles would be posted on our Facebook page, and on theirs so it would be a double advertising moment. We put up signs in the waiting room and exam rooms so everyone knew to submit a photo and to like our page.We have always given our patients water-bottles with the “drink 3 of these a day” directions, so nothing new went into preparing from that standpoint. But we did have to make sure we weren’t breaking any ethical / legal rules in the form of enticement.

I consulted with Josephine Durbin and my local social media contact about how to do this properly. We explained the plan to the legal department and we had very small requirements to be able to do it.

Q4. What kind of results did you see from it? Were they what you expected?

A4. The results just sort of slowly built up speed. Genna Durgan (my then local social media contact) mentioned putting a deadline on the entries instead of just “get us to X likes”

      • The giveaway was a Kindle – old version only $45 from Staples.
      • We had to make it open to the entire population, not just patients. So we made sure everyone could have a water bottle just by requesting it, no strings attached.
      • We had to have a set amount of entries before we could give away the Kindle. We had to make sure that the cost of the giveaway was equal to less than $5 per applicant. 

The last days before the contest ended we got a huge amount of photos and comments as well, so word was spreading.I extended the campaign with a last second “Last Chance!” type of thing; it really pushed us over the expectation.

Q5. What would you do differently for future campaigns?

A5. I would have made the voting be the likes for each picture. Some way to keep the decision out of the hands of the office and more in the hands of the submission and how many people they could send to the site. More opportunities for viral and campaigning type of activity.

Q6. You’ve shared some tips with us before (Special Guest Shares Social Media Tips). What are your top 3 favorite or most useful tips?

  1. Keep it fun! There’s only so much you can write about AND only so much people can read about straight medical topics. You have got to be engaged with what you are doing and your audience feels that. If you enjoy writing it, posting it, they will enjoy reading it and sharing it.
  2. Maintain a good storehouse of ready-to-go posts. If you block out one morning a month to set up Facebook timed posts, and timed blog articles you will not get lost in the day to day of your job and let it slide too much.
  3. I have some great very “vocal” followers / patients. Find and cultivate that relationship. Make sure to follow them back, and interact with them quickly on FB / twitter. (This goes back to keeping a browser open with your social sites open at all times & my need for a 2nd monitor at my desk.)

Check out Midwifery Group at Swedish’s Facebook page, Twitter page and blog!

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