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4 Reasons Hospitals Must Dive Into Social Media

Marianne Aiello, for HealthLeaders Media, September 19, 2012

It's time to reconsider the role of social media in the healthcare world. Maybe you thought there was something scary and unpredictable about the whole thing, and chose to ignore it.  But the truth is, when done right, hospital social media programs can be anything and everything you want them to be.

New York City's Continuum Health Partners recently dove head first into the social media waters and their story serves as a great case study proving why hospitals must welcome these platforms into their marketing strategies.

1. Build and fortify relationships

Continuum Health partners began to plan a social media strategy for its Friedman Diabetes Institute and Child and Family Institute in late 2011, launching in January 2012. It also launched a multi-author health blog in July. The goal of these initiatives was to engage with key, targeted audiences, some of which marketers suspected weren't being reached through traditional marketing tactics.

For Continuum, social media enables marketers to build stronger relationships with patients, staff, and community members through more meaningful conversations.

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3 comments on "4 Reasons Hospitals Must Dive Into Social Media"


Kajsa Haracz (9/26/2012 at 8:41 PM)
Getting a social media effort off the ground is a gradual process that requires everyone to buy in and fully understand social media and its unique process. In this case, a relatively small staff, paired with a focused investment, is making great strides. Now that the content is where we need it to be, we can begin to promote the sites more aggressively. In fact, we are seeing growth each month.

Need more info (9/21/2012 at 1:15 PM)
Are you kidding? Yes the four reasons make sense but did anyone actually look at their engagement? Very low numbers - especially in that market. What would be most helpful to know is how much staff resources they're devoting to social media and how they're measuring ROI.

Erick kinuthia (9/20/2012 at 9:40 AM)
Very great document.Marketing of medical services by the doctors is also a big idea to consider in this case.This is because social media offers a great chance to market the medical services. Erick Kinuthia Team MDwebpro.com