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Laser-Like Social Media Focus Works Best for Independents

Jacqueline Fellows, for HealthLeaders Media, October 16, 2013

Social media channels allow a healthcare provider great reach for a fraction of the cost of traditional media such as billboards, newspapers, magazines, print, and television. But "spraying and praying" all over the Web is not a good strategy.


hospital social media


>>>A post from the Compass Imaging Facebook page

By now, using social media as a component of a hospital or health system's marketing strategy is a no-brainer—Facebook, Twitter, YouTube, Pinterest, etc., are platforms that are here to stay.

While it may be difficult to draw a straight line from Facebook impressions or YouTube views to patients through the door, it has become clear that if an organization is not actively using social media, it is missing an important marketing opportunity. The question is no longer, "Are you using social media?" Instead, it's, "How many social media channels are you using?"

The last question is an important one. Social media channels allow a hospital to be in front of more people for a fraction of the cost of traditional media such as billboards, newspapers, magazines, print, and television, but "spraying and praying" all over the web will not work without knowing your target audience.

Back to basics
Compass Imaging, an independent, freestanding outpatient imaging center with two locations along the Gulf Coast in Mississippi, relies heavily on its referring physicians. About three years ago two things happened, Tony Giardina, director of marketing for Compass, tells me.

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