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4 Reasons Hospitals Must Dive Into Social Media

Marianne Aiello, for HealthLeaders Media, September 19, 2012

3. Generate data, data, and more data

With traditional marketing campaigns there is a lot of wait time before you get results – if ever. Sometimes you're just left relying on anecdotal evidence, perhaps resulting in an eye roll from the CFO. With social media, this is a problem of the past.

If you're new to the analytics game, the most important piece for healthcare marketers to focus on is engagement, Haracz says. Look for answers to questions such as:

  • Who is responding to your content?
  • Are they looking for the care or services you are providing?
  • How did they find you?

There is also such a thing as too much data. For beginners, Speicher recommends reviewing social media campaign analytics monthly.

"This ensures that you can course-correct and put your resources where they are most successful," she says. "Most organizations do not know their audience as much as they think they do, and early analytics can reveal these misconceptions and help correct them."

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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