SOCIAL MEDIA & HEALTHCAREA Perspective

ADVANTAGES FOR HEALTH CARE ORGANIZATIONS USING SOCIAL MEDIA

• A recent survey said health care organizations have a variety of reasons for using social media:

• Fundraising (24%)• Build connections (29%)• Get new patients (29%)• Educate the public (47%)

• Advantages in achieving these goals:• Social media provide electronic enhancement of the essential

communications between a hospital and:• Its patient and patient families• Its wider community• The media• Clinical and other staff

• Using social media can boost a health care organization’s Search Engine Optimization (the degree to which it can be found via internet searching)

• Social media allow a hospital, as one administrator put it, to “go where the people are.”

IMPORTANT TO ‘BE THERE’ - MANAGING A CRISIS IN A NEW MEDIA WORLD

Being visible, honest and timely are the most important• In a crisis, the last thing you should do is assume it will all blow over, or

that word will not get out. Definitely not true, particularly in the age of Twitter, Facebook and other forms of social media. Playing possum will not make the situation go away. To use an old advertising tagline, "inquiring minds want to know."

• If you're not visible and discussing the matter publicly, you're leaving the facts open to interpretation

• Being Honest• A crisis can damage a reputation quickly, but not recognizing the crisis

or not responding can be even more damaging. An appropriate response can go a long way to maintaining or rebuilding trust

• Being Timely• If you provide a statement to the media, post it on your web site. If you

have a recorded message from your president, post that on your web site and link to it through Twitter. If you have a Facebook account, post your video there and post your official statement on your Facebook fan page.

SOCIAL MEDIA IN HEALTHCARE MARKETING• Reach Mainstream Media

• 70% of journalist use social networks to assist in reporting, according to PRWeek

• Need to leverage social media channels in order to achieve coverage in mainstream media & industry publications

• Organizations use social media channels, including blogs, forums and microblogs to share success stories from out-of-the-ordinary operations or treatments, medical research or other significant achievements

• Aurora Healthcare tweeted a knee operation in April, it received significant media attention from mainstream media and industry publications, including Good Morning America, Local public radio networks and Hospital Management Magazine

• Provide Accurate Information to Patients• 73% of patients research for medical information online before or after

doctor’s visits, according to the Healthcare New Media Conference• Share accurate and timely information regarding symptoms, diseases,

medications, treatments and more• Providing patient care to gain media coverage to attract new patients and staff

SOCIAL MEDIA IN HEALTHCARE MARKETING

CONTACT FOR MORE INFORMATION

Nicholas Cifuentes

email: nicholas.cifuentes@gmail.com

cell: 843 817 3435

website: http://www.nickcifuentes.com