How Optimum Healthcare IT Grew to 220K+ LinkedIn Followers

For many healthcare marketing teams, social media can feel like a constant battle against changing algorithms, shrinking attention spans, and pressure to produce more content.

But for the team at Optimum Healthcare IT, LinkedIn has become much more than another marketing channel. It’s a business development engine, a thought leadership platform, and one of the primary ways they educate healthcare organizations while showcasing the expertise of their team.

That approach has helped Optimum grow its LinkedIn community to more than 220,000 followers and recently earned the team the 2026 Swaay.Health Award for Best Use of Social Media.

I recently got to sit down with Larry Kaiser, Chief Marketing Officer, and Dani Patterson, Director of Marketing Operations and Events at Optimum Healthcare IT to get a behind the scenes look at how they transformed the company’s social presence over the past decade and why their strategy is about far more than simply posting more often.

Conversation Takeaways

Create educational content that solves real problems instead of promoting products.

Repurpose every asset into multiple formats and posts.

Invest in building employee thought leaders alongside your corporate brand.

Plan ahead, but stay fluid enough to adapt to trends and industry news.

Sustainable social media growth comes from consistency, not always viral moments

Here are a just a few of the biggest lessons from the conversation.

Start with Education, Not Promotion