Secret to Cleveland Clinic's Social Media Success: Content

Marianne Aiello, June 11, 2014

Paul Matsen, chief marketing and communications officer at Cleveland Clinic, details how his organization uses Twitter, Facebook, YouTube and Instagram to "build a relationship with healthcare consumers" by "sharing useful, helpful, and relevant information."


>>>Cleveland Clinic Social Media Slideshow

When I read that Cleveland Clinic surpassed 1 million Facebook followers last month, I stopped in my proverbial tracks. I've never seen a healthcare organization with anywhere near that much social reach. Not even Mayo Clinic, which is regarded as a social media juggernaut within healthcare. It has about half as many followers as The Clinic.

Cleveland Clinic's content-driven social media strategy has proven successful across the spectrum of online platforms: its Twitter account has more than 250,000 followers, It's Health Hub garners more than 2 million hits each month, and its patient experience video is approaching 1.5 million views on YouTube.

To learn more about Cleveland Clinic's social media strategy, I asked Paul Matsen, chief marketing and communications officer, about the keys to its success.

HLM: Cleveland Clinic has long been setting the pace for hospitals and health systems on social media, but it seems like many organizations still don't understand the marketing value of social. Can you explain why it's important to healthcare organizations?

Matsen: Healthcare is bought, not sold. We can't create demand for our services. Consumers need us only when they need us—and they never want to need a hospital. Social media gives us an opportunity to be a meaningful, helpful part of people's everyday lives when they aren't sick or don't need our services.

We can use social media to build a relationship with healthcare consumers that transcends time and space. If we are part of your life when you are well, perhaps you will consider coming here when you need care.


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