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Stop Waiting for Emerging Media to Emerge

Marianne Aiello, for HealthLeaders Media, September 15, 2010

So by forming an interdisciplinary committee and considering the legitimate need for Web access, employee preferences, and the liability for not having open Web   access, Squire and his team created a social media policy and convinced leadership to remove blocks on social media sites.

Now, most department heads write internal blogs and the CEO regularly updates a video blog. The marketing team has also used Twitter for service recovery—even turning some dissatisfied patients into brand advocates.

As in industry, healthcare is slowly making strides toward social media adoption, but progress is slower than most of us would like to admit. To continue to move forward, we have to consistently educate, debunk misconceptions, and prove the validity of social media marketing. We can't afford to wait it out.

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1 comments on "Stop Waiting for Emerging Media to Emerge"


john flores (9/18/2010 at 12:57 PM)
Back in the Dark Ages - the early 1990s - I was a fresh-faced college graduate helping physicians grapple with this thing Al Gore created. It was called the "Internet". I worked with a CME company and we created continuing education programs at meetings and via satellite broadcast (this was pre-broadband). It was interesting and exciting experiencing the dawn of a new digital age. If there's one benefit to aging (and that's a big if) it's that more time on terra firma gives you perspective. I think that we are just now moving beyond early adopter phase of emerging media and that companies that have held a "wait and see" attitude will be coming on board. In my experience, healthcare lags behind other industries, but for good reason - they are not peddling beer and potato chips. It doesn't hurt that web savvy generation of managers are slowly but surely making their way up corporate ladders. That said, there is always the far side of the bell curve. Those same healthcare organizations and physicians that begrudgingly built websites 5 and 10 years ago and then let them languish will be last to the emerging media party as well. But as long as they are caring for their patients and have a strong business plan, who are we to argue? There's more than one way to slice a pie, or something like that. I enjoy the column a lot. Thank you. john flores vp digital marketing AVOW Communications www.AVOWCommunications.com http://www.linkedin.com/in/johnflores