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Despite the continuous upsurge in the use of social media, the empirical research investigating their economic value in the healthcare industry still lags. This study explores the impact of hospitals' social media marketing efforts on their brand equity and, ultimately, hospital's financial performance. Using social media data from Instagram, online/offline survey methodology, and financial data obtained from hospitals, data is analyzed using a structural equation model. Social media marketing efforts regarding use and engagement lead to higher hospital brand equity and financial performance. The study highlights the importance of creating engaging content, content that is personal and particularly educational to enhance consumer loyalty and financial performance.