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"Healthcare Atwitter Over Social Networking"
A friend of mine, Kevin Palmer, recently sent me a link to an excellent article in Radiology Today magazine titled "Healthcare Atwitter Over Social Networking." The piece is written by Elizabeth S. Roop and appears in Vol. 10 No. 10 on P. 12.
The article features some of the work being done by the folks at the University of Maryland Medical System. They interviewed Ed Bennett, the system's director of web strategy, and someone I've met via my blog. Ed maintains the most comprehensive list of hospital social media activity via his blog - http://ebennett.org. Ed and his organization are social media trail blazers.
"For the medical system, expanding its online presence to include the most popular social networking sites was a natural extension of its existing marketing and outreach programs. By creating online communities across which it can deliver tailored educational and informational materials, the health system has broadened its community boundaries to encompass the globe." (Source: Radiology Today, Vol. 10, No. 10, P. 12)
The article goes on to point out that not all health systems have been quick to embrace social media.
"So it may come as a surprise to learn that hospitals and health systems have not embraced social networks with the level of enthusiasm their potential would suggest. According to a study conducted by Oneupweb, even the nation’s most elite health systems are behind the curve when it comes to the social networking aspects of their Web strategies. After studying the 19 facilities that were ranked by U.S. News & World Report as America’s Best Hospitals in 2008, Oneupweb found that while many were doing a number of things right in terms of online marketing, the use of social networks was one area where they consistently fell short." (Source: Radiology Today, Vol. 10, No. 10, P. 12)
Despite all of the fear and trepidation, the author points out correctly that healthcare organizations need to be participating in and monitoring the world of social media.
"Although healthcare organizations must deal with a unique set of challenges when it comes to establishing and maintaining a presence on social networking sites, they should nonetheless be taking the steps to utilize these sites and tools to reach out to patients and consumers. It is also imperative to monitor what is being said about them by others in the social media space to protect their brands and reputations." (Source: Radiology Today, Vol. 10, No. 10, P. 12)
Finally, the author points out that hospitals have an obligation to get involved in social media and distribute quality health information. As I've often said, there is too much health information out there that does not come from an authoritative source. We need to make sure that quality information from trusted sources finds its way to consumers.
"It is also important for the healthcare industry to have a sizable online presence to ensure that consumers aren’t misled by faulty information. When healthcare organizations set up blogs, Facebook pages, and the like, it gives the public someplace to go for reliable content and advice. The key is to develop a social media strategy and then research which sites are the most appropriate for a facility’s messages." (Source: Radiology Today, Vol. 10, No. 10, P. 12)
This is a terrific article; one of the best I've read about healthcare and social media. I highly recommend that you check it out. Click here to access the article online (http://www.radiologytoday.net/archive/rt051809p12.shtml).
Post by Dan Dunlop, The Healthcare Marketer
The article features some of the work being done by the folks at the University of Maryland Medical System. They interviewed Ed Bennett, the system's director of web strategy, and someone I've met via my blog. Ed maintains the most comprehensive list of hospital social media activity via his blog - http://ebennett.org. Ed and his organization are social media trail blazers.
"For the medical system, expanding its online presence to include the most popular social networking sites was a natural extension of its existing marketing and outreach programs. By creating online communities across which it can deliver tailored educational and informational materials, the health system has broadened its community boundaries to encompass the globe." (Source: Radiology Today, Vol. 10, No. 10, P. 12)
The article goes on to point out that not all health systems have been quick to embrace social media.
"So it may come as a surprise to learn that hospitals and health systems have not embraced social networks with the level of enthusiasm their potential would suggest. According to a study conducted by Oneupweb, even the nation’s most elite health systems are behind the curve when it comes to the social networking aspects of their Web strategies. After studying the 19 facilities that were ranked by U.S. News & World Report as America’s Best Hospitals in 2008, Oneupweb found that while many were doing a number of things right in terms of online marketing, the use of social networks was one area where they consistently fell short." (Source: Radiology Today, Vol. 10, No. 10, P. 12)
Despite all of the fear and trepidation, the author points out correctly that healthcare organizations need to be participating in and monitoring the world of social media.
"Although healthcare organizations must deal with a unique set of challenges when it comes to establishing and maintaining a presence on social networking sites, they should nonetheless be taking the steps to utilize these sites and tools to reach out to patients and consumers. It is also imperative to monitor what is being said about them by others in the social media space to protect their brands and reputations." (Source: Radiology Today, Vol. 10, No. 10, P. 12)
Finally, the author points out that hospitals have an obligation to get involved in social media and distribute quality health information. As I've often said, there is too much health information out there that does not come from an authoritative source. We need to make sure that quality information from trusted sources finds its way to consumers.
"It is also important for the healthcare industry to have a sizable online presence to ensure that consumers aren’t misled by faulty information. When healthcare organizations set up blogs, Facebook pages, and the like, it gives the public someplace to go for reliable content and advice. The key is to develop a social media strategy and then research which sites are the most appropriate for a facility’s messages." (Source: Radiology Today, Vol. 10, No. 10, P. 12)
This is a terrific article; one of the best I've read about healthcare and social media. I highly recommend that you check it out. Click here to access the article online (http://www.radiologytoday.net/archive/rt051809p12.shtml).
Post by Dan Dunlop, The Healthcare Marketer
Tags: dan dunlop, ed bennett, elizabeth roop, healthcare atwitter over so..., jennings, radiology today, university of maryland medi...
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2 Comments
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Comment by Dan Dunlop on June 17, 2009 at 2:39pm
- Thanks Jamie. Great feedback.
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Comment by Jamie Verkamp on June 17, 2009 at 2:30pm - Thanks for highlighting this article Dan. One of the key elements we teach our physicians about social media is that they must actually INTERACT if they are going to get active in social media. It's great to put information out there, but they must spend some time interacting with their fans on Facebook, their followers on Twitter, etc to build their brand. Hospitals and health systems must remember this as well. Thanks for sharing!
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