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The Case for SocialMedia When Your Hospital Resists

Event Interactive 2011
Format Solo
Organizer Daniel House – Huntington Memorial Hospital
Description While Social Media marketing and use of the Internet to extend and reinforce your brand is hardly new anymore, the healthcare industry is just beginning to embrace the potential impact that social media has to offer. Between valid concerns over patient privacy issues on blogs and social media sites, and corporate cultures that are rooted in pre-Internet marketing paradigms, many hospitals are stuck in old ways of thinking, particularly when it comes to their marketing and communications. While the Internet and social media have changed the way that marketing is done, many hospitals are struggling with a split between the old guard and the younger employees who realize that social media and online strategies are essential components of any larger marketing plan. In a 2009 study published by Forbes, it was found that only 19% of the CEOs of the top 100 companies were on Facebook, and only 2% had Twitter accounts. Healthcare-centric CEOs likely have even lower numbers when it comes to their adoption rates. According to the California HealthCare Foundation, as of November, 2009, only 10% of U.S. hospitals and health systems were involved in social media. So how does a young hospital marketer sell the value of social media as part of their marketing strategy to the board and to their CEO? In the absence of solid ROI metrics, how can the case be made for social media outreach as a cornerstone of a hospital's marketing plan?
Questions
Answered
  1. What tactics have you used to show the value and ROI of a Healthcare Social Media strategy?
  2. How do you aligning your social media strategies with the corporate culture, and how do the two need to bend in order to meet?
  3. How have you engaged with your staff to create a broader awareness around social media best-practices?
  4. Have you encountered issues with your social strategy backfiring in regards to patient privacy issues (HIPAA compliance)?
  5. What tools, tactics and practices do you feel have been the most successful, and why?
Level Intermediate
Category Health
Tags ehealth, health2.0, healthcare marketing
HELP