
Case Study
Exploring the strategic initiatives and outcomes that helped elevate online visibility on Facebook, grow audience, and drive meaningful engagement.

Our client, a leading skilled nursing and rehabilitation management company operating multiple facilities, aimed to implement a dynamic social media strategy to foster connections with local communities, highlight their services, and boost digital engagement.
They understood the importance of being active participants in online conversations surrounding their facilities, rather than merely observing them. This case study explores the strategic initiatives and outcomes that helped elevate their online visibility on Facebook, grow their audience, and drive meaningful engagement.
The Client
Multi-facility management company
A multi-facility management company operating approximately 50 skilled nursing and rehabilitation centers across Louisiana and Mississippi, committed to enhancing quality of life through compassionate, person-centered care.

The Objectives
To leverage social media as a marketing and outreach tool by:
- Broadening their social media presence across 30 select facilities.
- Growing their follower base and increasing engagement.
- Enhancing their overall social media presence to foster community relationships and promote facility offerings.
Strategy & Execution
The initiative began with the creation of Facebook pages for each location, establishing a foundation for the program.
IlluminAge Communication Partners developed a tailored social media strategy combining industry-relevant healthcare content with facility-specific posts that captured the unique character of each location. The rollout included training sessions to onboard local teams, ensuring they understood program guidelines and best practices.
Ongoing support was provided to sustain momentum and adapt to evolving needs. By prioritizing consistent updates, community interactions, and content that highlighted staff, resident stories, and local events, the program significantly boosted engagement and visibility while creating a vibrant digital presence for each facility.
Results & Achievements
From September 2021 through September 2024, the company’s social media presence showed substantial growth:
- Social media followers consistently increased by an average of 56% year-over-year (YOY).
- On average, facility social media pages gained an average of 323 new followers, a 294% increase.
- Page reach improved significantly. From 2022 to 2023, reach increased by almost 12,000 people, with 2024 numbers surpassing those of 2023.
- Engagement metrics also grew, with facilities receiving an average of over 1,550 content interactions monthly.
Key Learnings
Our collaboration with the multi-facility management company produced invaluable insights:
Localized content resonates.
Posts reflecting each facility’s unique character and community involvement received notably higher engagement, emphasizing the value of tailored content.
Consistent posting builds audience.
Regular updates kept the facility audiences engaged, with YOY growth demonstrating the impact of consistency in follower acquisition and retention.
Targeted social strategy increases engagement.
By focusing on a combination of subject matter expert and facility-specific content, the strategy successfully increased reach and follower base, proving effective for multi-location organizations in the senior care sector.
Conclusion
IlluminAge Communication Partners helped increase online visibility and strengthen ties with local communities.
IlluminAge Communication Partners successfully guided their skilled nursing management client in building an engaging and impactful social media presence across multiple facilities. This collaboration not only increased online visibility but also strengthened ties with local communities, creating a lasting digital footprint that supports marketing and outreach goals.
Interested in achieving similar results?
Contact IlluminAge to learn how our tailored social media solutions can elevate your organization’s digital engagement.