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.