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Robert Fitzgerald

Robert Fitzgerald

President, Helen DeVos Children’s Hospital

119% ahead of the previous year’s benchmark

Client

Robert Fitzgerald

Where we posted

LinkedIn

What we did

Ghostwriting, Content production, Strategy

01

Where they started

Fitz is the president of Helen DeVos Children’s Hospital and a leading voice in pediatric healthcare. Before this partnership his LinkedIn activity generated 58,267 impressions across 2024, with no dedicated content strategy behind it.

The audience the hospital wanted was on LinkedIn. Referring physicians, community partners, other executives in pediatric care. We looked at what the presidents of peer hospitals were posting and found almost nothing: dormant profiles, or plain text updates nobody read. The space was open.

02

What we did about it

We built a year of content around patients and the people treating them. Custom graphics, video, photography, written to sound like a doctor who likes his job rather than a hospital press office. Fitz signs all of it.

03

What changed

127,819
Total impressions
+119%
vs. 2024 benchmark 58,267 impressions in 2024
2,367
Avg. impressions/post
54
Posts in the year About once a week
58,267
2024 impressions, before Bloom

What that meant for them

  • Brand awareness grew well past goal

    The 2025 strategy came in 119% ahead of where 2024 finished, in front of referring physicians and community partners.

  • He stood out where peers did not

    Peer hospital presidents were barely on the platform. Showing up every week was enough to own the space.

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