MaineHealth encourages our patients and broader audience to connect and engage with us on social media.

Our presence online often is the first impression the public has about the MaineHealth care network. Increasingly, websites and social media are the place people go for health care information about their local hospitals, physician practices and wellness programs.

Given MaineHealth’s significant social media presence, new account requests will only be considered when there is a demonstrated need that cannot be met through existing accounts. All requests for new accounts must be submitted via the Social Media Application Form and approved by MaineHealth Marketing and Communications.

Social Graphics

Profile Images

Cover/Banner Images

Social Posts

Brand Voice in Social Media

Social Post Copy

In line with our brand personality, our social media communications should be approachable, comforting and professional. Hashtags and emojis should be used sparingly and thoughtfully.

Sample of appropriate post copy:

We understand you may be concerned about the recent rise in RSV infections in our community. While RSV can be very serious, the good news is that we now have a vaccine that can help prevent or minimize the impact on the most vulnerable — children and older adults. Your provider will be happy to discuss the vaccine and arrange for your family to be covered. #MaineHealthCares #RSVawareness

Samples of Inappropriate Post Copy:

Not Approachable: Respiratory Syncytial Virus (RSV) is a potentially serious respiratory condition that primarily impacts young children, and adults over the age of sixty. About 25% of patients in those age groups will require hospital care. Please contact your provider to see if the vaccine is available in your area.

Not Comforting: The deadly RSV virus is sweeping the country! Please protect your family and make sure to get the new RSV vaccine before it’s too late.

Not Professional: Heard the news about RSV? No worries, bring the kiddos in for the brand-new RSV vax and they’ll be all set for the winter surge! #getvaxxed #winterblues #protectthekids #hospitals #healthcare #cough #dontgetsick #mainehealthcare #mainemedicalcenter #mainehealth #healthcareheros

Our Social Media Toolbox provides more in-depth content regarding social page elements.

Community Engagement

• DO respond to both positive and negative comments.
• DO aim for a timely response. Try to respond to posts within a day.
• DO NOT leave negative posts unanswered, this
  may encourage more complaints.
• DO be specific and clear with information.
• DO apologize for a community member’s negative experience. Show appreciation when community members offer a positive experience.
• DO NOT try to correct a problem in a response. Help the person find a solution.
• DO direct the user to an offline source who can assist with a problem.

HIPAA & Social Media

Protecting Patient Privacy

Social media administrators abide by Maine Health’s Patient Rights and Privacy Practices that protect health information of patients. Privacy relates to the expectations of confidentiality by the patient, as well as treating the individual with dignity and respect. Social media includes popular platforms like Facebook, X (formerly known as Twitter) and Instagram. Privacy guidelines extend to texting and email. Online comments and messages can be forwarded beyond the intended user.

• DO NOT share patient information, even when the individual is not identified.
• DO NOT share photos without the patient’s written consent.
• DO NOT mention any patients by name or provide information that could identify them.
• DO NOT take photos or videos of patients without their permission and/or those that might expose any personal or medical information (device displays, signage, charts, etc.)
• DO NOT give health care advice over social media. Direct patients to the website or to their health care provider for questions.
• DO NOT store personal health information (PHI) on unsecured systems like social media management systems. Private messages including PHI must be deleted from the system as soon as possible.