As with most trends, healthcare has been slow and sometimes hesitant to adopt social media best practices. We already know that not every social media platform is right for every business, or every person for that matter, so it makes sense for the healthcare industry as a whole to be hesitant. However, the times are changing and healthcare providers, organizations and vendors are engaging their customers and patients in this network of socializing, the need is becoming more prevalent.
The Mayo Clinic is a great example of healthcare organizations diving head first into social media. Their website was named the top Health Information Website in the 2013 Harris Poll EquiTrend survey. With a dedicated area, “Mayo Clinic Center for Social Media”, the organizations “believes individuals have the right and responsibility to advocate for their own health, and that it is our responsibility to help them use social media tools to get the best information, connect with providers and with each other, and inspire healthy choices.”
Let’s take a look at how Mayo Clinic has built its success through social media…
Brand Recognition — Consistency is critical here. An organization needs to establish recognition among all its marketing channels – especially social media. Using the same profile photo and company descriptions is important to avoid confusing a follower or visitor when browsing the different channels.
Specific Mission & Values — Social media for a business organization must be done strategically. Content needs to be relevant and interesting while also being well timed. A purposeful mission is important to ensure that all activities are executed in the same direction and with the same core values being reiterated.
Patient Engagement — In 2012, It was surveyed that 41% of people said social media would affect their choice of a specific doctor, hospital, or medical facility and that parents are more likely to seek medical answers online, 22% use Facebook and 20% use YouTube. This goes back to knowing where your customers and patients are. If patients are actively seeking information online, it is important to be there for them to find you. It’s an age old concept – be there or be square!
Leadership Support — Support from the top of the chain is incredibly important. The executive level of leaders are the driving force in much of an organization’s strategies and goals. If an organization’s executive team(s) do not understand or support the value of social media being used, there is little chance for success.
Innovation — Mayo Clinic is willing to go where their patients are. With their Center for Innovation, the organization tries to stay fresh and engaging with new content through the use of video, graphics, quick posts and blogging.
Do you know of any other successful healthcare leaders in social media?
What have they done well or differently?
Hi Kristen,
Great post! With all the HIPAA policies, I’m not surprised that social media and the health system don’t often interact. Social media is just that, and healthcare is often a private affair.
You asked for an example of other organizations that successfully promote healthcare via social media. One that I believe does a great job is Dana-Farber Cancer Institute. On Facebook not only does the organization share successes, but patients and loved ones can share their stories – which ultimate inspire others who may be facing their own battle with cancer. On Twitter and LinkedIn Dana-Farber shares news and other treatment updates that are important to it’s followers. Finally on their own blog patients interact with each other, learn about new discoveries in the lab, or leave comments for those at the Institute.
Thanks for letting me share!
Excellent Blog Kristen. In Mauritius we have a private medical laboratory known as Green Cross that offers an extensive range of medical testing to assist clinicians and patients in their day to day medical needs. I was very impressed at their use of social media and SMS texting to reach their customers about Green Cross promotions and new offerings. As the healthcare market is becoming more competitive in Mauritius, their use of social media in this way is a benefit to themselves in terms of guaranteed business, cost savings, and efficient delivery of timely messages; not to mention the customer savings through competitive offerings.
Great post, the may clinic is a great example of a website within the health care industry that has incorporated social media into their website. Their brand recognition and mission and values are both key to the success of their site within the health care industry.