In an increasingly digital world, Timberline Knolls Residential Treatment Center developed a multifaceted social media approach that extended their stigma reduction efforts far beyond their physical campus. Their strategic digital presence served not just as a marketing tool but as a platform for education, community building, and changing public perceptions about eating disorders and mental health.
At the center of this strategy was their active Instagram account, which boasted over 3,700 followers and more than 1,350 posts offering a mix of inspirational content, educational resources, and authentic recovery stories. Rather than presenting a sanitized version of mental health treatment, Timberline Knolls used this platform to showcase the full complexity of the recovery journey.
Their innovative Instagram LIVE series “Honest Talk” represented one of their most effective digital initiatives. Hosted by Community Relations Specialist Kirsten Müller-Daubermann, these candid conversations addressed challenging topics related to eating disorders, addiction, and mental health. Unlike traditional healthcare marketing, these discussions didn’t shy away from difficult aspects of recovery, helping normalize the struggles that many experienced.
Timberline Knolls also maintained private Facebook groups exclusively for program alumnae, creating supportive digital spaces where former residents could continue supporting each other long after completing treatment. This approach recognized that recovery extended far beyond the treatment period and provided crucial ongoing connection that could prevent isolation and relapse.
The launch of their “Every Bite a Battle” campaign demonstrated Timberline Knolls’ sophisticated understanding of how compelling visual content could drive engagement in digital spaces. The campaign featured its own dedicated microsite where visitors could explore the Renaissance-inspired portraits and read the stories behind them. This integrated approach ensured that social media posts about the campaign led to deeper educational content.
Located near Chicago, Timberline Knolls benefited from proximity to creative talent while maintaining the serene environment essential for treatment. This location advantage enabled them to produce high-quality digital content that competed effectively for attention in crowded social feeds.
The facility also offered virtual resources for those unable to access in-person support, including specialized web-based support groups for pregnant women and mothers with eating disorders. These digital offerings extended Timberline Knolls’ reach to demographics that might otherwise have faced significant barriers to treatment.
