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.
"We work hard to provide valuable content that will engage patients and other key audiences—referral sources, peers, media, and stakeholders—in a conversation about what is important to them," says Terry Cavanaugh, vice president and director of marketing for the health system. "Social media also allows us be part of a larger conversation regarding particular clinical areas."
For example, Continuum nutritionists participate in a weekly diabetes tweet chat, which has resulted in some great exchanges of ideas and social relationships, Cavanaugh says. This is an innovative way to put a real face on your social media effort.
"Social media is all about engaging with your audience, and consumers have come to expect that personal connection from every company and organization," says Stacy Speicher, account supervisor for Wilmington, DE-based agency ab+c, one of Continuum's strategic partners.
"People base many of their actions and choices on relationships, and that's the beauty of social media. It allows you to nurture and grow a relationship with the very audience you are trying to reach."
2. Engage consumers with content
Another benefit of social media is that you can truly engage the audience with pure content, rather than hitting them with a rapid-fire messages as if often the norm with traditional marketing.
For Continuum, and most organizations with successful social media programs, content is the core of their online strategy.
"The content is about our services and clinical expertise, but it is delivered in a genuine way," Cavanaugh says. "We have found that working closely with the clinical experts helps produce content that captures the personality of the individual programs."
Cavanaugh and her team have worked with ab+c to create a social media editorial calendar, choosing topics that are relevant to the audiences while also contributing to their overall communications objectives.
"Content is king. It must be at the heart of an organization's relationship-building strategy," says Kajsa Haracz, senior PR account executive for ab+c. "Truly great content will help turn your audience into brand ambassadors, making them willing, and even excited, to share your information with their own friends and connections."
3. Generate data, data, and more data
With traditional marketing campaigns there is a lot of wait time before you get results – if ever. Sometimes you're just left relying on anecdotal evidence, perhaps resulting in an eye roll from the CFO. With social media, this is a problem of the past.
If you're new to the analytics game, the most important piece for healthcare marketers to focus on is engagement, Haracz says. Look for answers to questions such as:
- Who is responding to your content?
- Are they looking for the care or services you are providing?
- How did they find you?
There is also such a thing as too much data. For beginners, Speicher recommends reviewing social media campaign analytics monthly.
"This ensures that you can course-correct and put your resources where they are most successful," she says. "Most organizations do not know their audience as much as they think they do, and early analytics can reveal these misconceptions and help correct them."
4. Instantly change course, if necessary
That course correction Speicher mentioned is perhaps the greatest benefit to social media marketing. If something isn't working, you can change it. Try that with a print ad.
Gather all of the data you can afford, from Google Analytics (free) to purchased specialized tools, and really take the time to analyze what you're seeing, Haracz says.
"Use the numbers to adapt and further the conversation," she says. "Use the numbers to enhance your engagement efforts. If people are listening, they are also potential customers."
Most importantly, be fearless. What's done, in this case, can be undone.
"Don't be afraid to change your plans," Cavanaugh says. "Use audience feedback to evaluate what's working and tailor your strategy as your campaign grows and technology changes."
Including social media as a part of your social media effort is no longer optional, and once you take the plunge you'll realize its benefits far outweigh any negatives. So come on in, the water's fine.
Marianne Aiello is a contributing writer at HealthLeaders Media.