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4 Reasons Hospitals Must Dive Into Social Media

Marianne Aiello, for HealthLeaders Media, September 19, 2012

2. Engage consumers with content

Another benefit of social media is that you can truly engage the audience with pure content, rather than hitting them with a rapid-fire messages as if often the norm with traditional marketing.

For Continuum, and most organizations with successful social media programs, content is the core of their online strategy.

"The content is about our services and clinical expertise, but it is delivered in a genuine way," Cavanaugh says. "We have found that working closely with the clinical experts helps produce content that captures the personality of the individual programs."

Cavanaugh and her team have worked with ab+c to create a social media editorial calendar, choosing topics that are relevant to the audiences while also contributing to their overall communications objectives.

"Content is king. It must be at the heart of an organization's relationship-building strategy," says Kajsa Haracz, senior PR account executive for ab+c. "Truly great content will help turn your audience into brand ambassadors, making them willing, and even excited, to share your information with their own friends and connections."

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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