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4 Reasons Hospitals Must Dive Into Social Media

Marianne Aiello, for HealthLeaders Media, September 19, 2012

"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."

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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