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Healthcare & Social Media: LinkedIn Group Discussion Transcript
I belong to a number of LinkedIn Groups for healthcare marketers. Currently, there is an interesting discussion taking place on the Healthcare Communication & Marketing Group. Here's a link to check out the conversation - http://tinyurl.com/yzr9rxz. If you're a healthcare marketer and haven't discovered LinkedIn Groups, maybe this will be the catalyst. The discussion includes a number of professionals from different disciplines who each bring their own unique perspective to the conversation.
Below I've compiled a transcript of the conversation taking place, but I also encourage you to check out the group and experience it first hand.
Topic: Why aren't more health care organizations using social media? (Discussion started by Linda Pophal, CEO, Strategic Communications, LLC)
Interesting article with some seemingly valid perspectives. Curious to know what others think/are doing along these lines? http://tinyurl.com/yh4dxlx.
The discussion links to an article from the Suburban Journals titled "Why some hospitals keep missing the web bandwagon: Concerns about new technology hobble industry" by Eric Becker. Definitely check out the article usng the link provided above.
Post by Michele Scheid, Medical Communicator
I think, like many conservative employers, health care organizations are slow to change. Some even struggle with more than a capability-style Web site. I know that I have only viewed social medial as a "social" network; some place for people to gossip and talk about their day. I'm beginning to understand the greater marketing capability of social media, but as I have no background in the field, as do many health care administrators and communications people, are unsure of how to use this in the promotion of the health care organization. It will come, but it will come slowly.
Post by Paul Gallant, CHE, PhD(c) - Experienced Health Sector/Education Consultant. "Canada Health & Healthcare Consultants" Linkedin Group Manager
The value of social media in health and healthcare organizations seems to be beyond many of us yet we certainly could be enticed to learn more about this area. I could only have imagined the potential until earlier this week when I observed a "young" lady present her role in Obama's social media campaign at a healthcare leaders' conference: "Yes We Did! An inside look at how social media built the Obama brand" by Rahaf Harfoush
After seeing Rahaf present on this topic earlier this week it would be an omission not to consider how we apply the principles to improve healthcare and engage as many others as possible along the journey. Thank you for starting this discussion.
Post by Kevin Lieb, Senior Director, Provider Programs
A combination in my opinion;
1. Adoption rates for anything 'new' at hospitals is notoriously slow.
2. Most potential 'hospital' admissions are older in nature.
3. Unless its through your site its hard to track social media at a hospital level as all healthcare is local; our web intelligence division collects thousands of hospital posts but rarely can you tie them to a hospital, they're to general in nature - eg. I had a great visit at St. Joseph (well which one?).
4. Most hospitals would rather spend money on doctors and servicing their needs as for the most part they still control patients.
I think this will gradually change but it will be a long slog.
Post by June Bradham, Speaker, author, board trainer, fundraising consultant.
It was interesting that the Social Media session at AHP in San Francisco was one of the most well attended but a recent study showed that only three percent of all nonprofits have hired staff to concentrate on this modality. I think the answer is much like some diagnoses: "we just don't know" the results yet. Once a few hospitals/systems hit it out of the ballpark on social media, the others will follow. Start small with fan pages, employee communications, ability to give and communicate. PS this is much more than a "donate now" button!
Post by Irina Dinca, Partnership and Country Officer at ECDC
My view into this is the following:
Hospitals are very conservative organizations by nature - everything is done according to procedures and standards; media by definition is new, hot facts, innovative. therefore this is an "impossible relationship" unless there is a "cross-infection" somehow: either a manager exposed to social media or a media person that was a hospital patient and influences the manager.
Secondly, hospitals have a though time with the economic crisis and the management is so focused and obsessed into ensuring everyday supplies and salaries that have to time to think out of this box.
Post by Gary Wells, Senior Managing Director at Dix & Eaton
I've had opportunity to talk recently with two communications professionals at two of the best-known hospital systems in the country and both said that their organizations also are grappling with how - and why - to use social media. But both agreed that Mayo is "way out in front" in its use of social media to reach patients as well as physicians, nurses and others. Both also said that the reason social media is not more widely utilized by hospitals and other health care organizations is that there has yet to be made a compelling business case. Just to have "followers" is not a business case. What does that mean? How does it translate into better care, improved delivery, et al. Social media clearly will have an impact on these and other aspects of health care. If Mayo is not merely ahead in its use but in its successful use of social media, then others will follow and social media then will be taken as a given. The next generation of health professionals may not even realize there was such a debate. Remember, the fellow who initially said that maybe if doctors washed their hands it would reduce the rate of infections, was laughed at. Until he was proved right.
Post by Dan Dunlop, The Healthcare Marketing Community & Blog
Below I've compiled a transcript of the conversation taking place, but I also encourage you to check out the group and experience it first hand.
Topic: Why aren't more health care organizations using social media? (Discussion started by Linda Pophal, CEO, Strategic Communications, LLC)
Interesting article with some seemingly valid perspectives. Curious to know what others think/are doing along these lines? http://tinyurl.com/yh4dxlx.
The discussion links to an article from the Suburban Journals titled "Why some hospitals keep missing the web bandwagon: Concerns about new technology hobble industry" by Eric Becker. Definitely check out the article usng the link provided above.
Post by Michele Scheid, Medical Communicator
I think, like many conservative employers, health care organizations are slow to change. Some even struggle with more than a capability-style Web site. I know that I have only viewed social medial as a "social" network; some place for people to gossip and talk about their day. I'm beginning to understand the greater marketing capability of social media, but as I have no background in the field, as do many health care administrators and communications people, are unsure of how to use this in the promotion of the health care organization. It will come, but it will come slowly.
Post by Paul Gallant, CHE, PhD(c) - Experienced Health Sector/Education Consultant. "Canada Health & Healthcare Consultants" Linkedin Group Manager
The value of social media in health and healthcare organizations seems to be beyond many of us yet we certainly could be enticed to learn more about this area. I could only have imagined the potential until earlier this week when I observed a "young" lady present her role in Obama's social media campaign at a healthcare leaders' conference: "Yes We Did! An inside look at how social media built the Obama brand" by Rahaf Harfoush
After seeing Rahaf present on this topic earlier this week it would be an omission not to consider how we apply the principles to improve healthcare and engage as many others as possible along the journey. Thank you for starting this discussion.
Post by Kevin Lieb, Senior Director, Provider Programs
A combination in my opinion;
1. Adoption rates for anything 'new' at hospitals is notoriously slow.
2. Most potential 'hospital' admissions are older in nature.
3. Unless its through your site its hard to track social media at a hospital level as all healthcare is local; our web intelligence division collects thousands of hospital posts but rarely can you tie them to a hospital, they're to general in nature - eg. I had a great visit at St. Joseph (well which one?).
4. Most hospitals would rather spend money on doctors and servicing their needs as for the most part they still control patients.
I think this will gradually change but it will be a long slog.
Post by June Bradham, Speaker, author, board trainer, fundraising consultant.
It was interesting that the Social Media session at AHP in San Francisco was one of the most well attended but a recent study showed that only three percent of all nonprofits have hired staff to concentrate on this modality. I think the answer is much like some diagnoses: "we just don't know" the results yet. Once a few hospitals/systems hit it out of the ballpark on social media, the others will follow. Start small with fan pages, employee communications, ability to give and communicate. PS this is much more than a "donate now" button!
Post by Irina Dinca, Partnership and Country Officer at ECDC
My view into this is the following:
Hospitals are very conservative organizations by nature - everything is done according to procedures and standards; media by definition is new, hot facts, innovative. therefore this is an "impossible relationship" unless there is a "cross-infection" somehow: either a manager exposed to social media or a media person that was a hospital patient and influences the manager.
Secondly, hospitals have a though time with the economic crisis and the management is so focused and obsessed into ensuring everyday supplies and salaries that have to time to think out of this box.
Post by Gary Wells, Senior Managing Director at Dix & Eaton
I've had opportunity to talk recently with two communications professionals at two of the best-known hospital systems in the country and both said that their organizations also are grappling with how - and why - to use social media. But both agreed that Mayo is "way out in front" in its use of social media to reach patients as well as physicians, nurses and others. Both also said that the reason social media is not more widely utilized by hospitals and other health care organizations is that there has yet to be made a compelling business case. Just to have "followers" is not a business case. What does that mean? How does it translate into better care, improved delivery, et al. Social media clearly will have an impact on these and other aspects of health care. If Mayo is not merely ahead in its use but in its successful use of social media, then others will follow and social media then will be taken as a given. The next generation of health professionals may not even realize there was such a debate. Remember, the fellow who initially said that maybe if doctors washed their hands it would reduce the rate of infections, was laughed at. Until he was proved right.
Post by Dan Dunlop, The Healthcare Marketing Community & Blog
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