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.