The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 10th Annual Shorty Awards


Finalist in Organic Promotion


Live@MountSinai was established as an organic social media campaign that aligns with the Mount Sinai Health System's U.S. News and World Report initiatives to demonstrate Mount Sinai's national clinical and research leadership. As the first health system to use Facebook Live, our goal was and continues to be, educating the public on health matters, news, innovation, and research.

Examples include raising awareness about diseases and medical conditions like Alzheimer's disease, inflammatory bowel disease, cancer, and childhood obesity. An additional goal is to highlight thought leadership across the Health System, including our President and CEO, Kenneth L. Davis, MD, who addresses subjects such as health care reform and, most recently, Puerto Rico's health care lessons in the aftermath of Hurricane Maria.

By raising awareness of diseases and conditions, we also showcase innovative technology being used at Mount Sinai to treat our patients, and highlight the latest in groundbreaking medical research taking place at the Icahn School of Medicine at Mount Sinai, all via Facebook Live. One of the very first Facebook Live video was of a robotic prostate surgery. Live@MountSinai is not only used as an educational tool, but also to give Mount Sinai patients and employees a voice, allowing them to share their personal experiences at Mount Sinai.

Strategy and Execution

Knowing that Live@MountSinai is an organic campaign, it was essential to study the content that resonates the most with our social media audience, which is why we choose to record live videos pegged to trending health news, such as the latest health care reform legislation, and monthly health observances, like ovarian cancer awareness month. We choose health care topics that matter to the public.

1) Topic Selection: Live@MountSinai videos are paired with trending health news, such as the latest health care reform legislation, monthly health observances (e.g. Ovarian Cancer Awareness Month and American Heart Month), and groundbreaking research that is taking place at Mount Sinai.

2) Expert and/or Patient Selection: We identify an expert and/or a patient to speak on the topic.

3) Promotional Graphics: Promotional graphics are designed and scaled to fit on various social media platform feeds, including Twitter and Instagram. Graphics indicate the time and subject matter of the broadcast. Although Live@MountSinai is a Facebook campaign, we want to attract our social media following from our other established platforms.

4) Pre-Broadcast Promotion: Promotion kicks off a week before the video, across nine social media channels on Facebook, Twitter, and Instagram, all linking back to our Facebook page. All promotion is done organically.

5) Day of Broadcast: Minutes before the broadcast, reminder posts are published so that our multiple social media audiences know that the video will begin momentarily. During the live broadcast, photos are taken and posted on Twitter and Instagram to continuously promote the video. Promotion of the broadcast continues across our channels following the event.


Since the launch of Live@MountSinai in 2016:

110 videos have been recorded on Facebook Live

544,448 organic video views

18,691 organic engagements (likes, reactions, shares, and comments)

1,244,188 people reached organically

"I am very grateful to Mount Sinai for the care provided to my husband and myself! Awesome, knowledgeable doctors!" - Gloria Harley

"God bless Mount Sinai. They saved my life. Twelve years a survivor." - Estina Robinson

"Keep up your great work !! Thank you for informing and giving info out on FaceBook!!" - Deborah Piraino-Harreguy

"Really like this educational talk. This is an extremely comprehensive talk. How do I make an appointment with you?" - Shaun Chandran

"So incredibly impressive and informative!!!!" - Carolyn Blank Morris


Entrant Company / Organization Name

Mount Sinai Health System


Entry Credits