Social Media for the Sensitive World of Health Care

For some types of business, making an impact on social media is easy. For health care, it’s not nearly as straightforward. Patient confidentiality and HIPPA requirements mean that some of your organization’s biggest successes stay out of view. Another challenge is that you can be dealing with difficult subjects, such as life-threatening illnesses, that need to be handled delicately on social media.

While there are challenges, there are also enormous opportunities. Health care organizations can’t afford to ignore social media, as 41 percent of survey responders said social media affects their decision on where they receive health care. Whether it’s Facebook, YouTube or somewhere else, these channels provide the perfect opportunity to address misinformation and provide valuable advice to patients.

Here’s how to make the most of your health care organization’s social media while avoiding some of the pitfalls that could arise.

Get Guidelines

Any company of a decent size will have a social media plan in place. For health care organizations – whether it’s a big hospital or a small practice – this is especially important. You need everyone on the same page, as there could be public complaints that need to be addressed and important information that needs to be shared. This is especially true for health care organizations, where privacy of the patients is essential.

Be Customer-Minded

People expect an answer, and when they ask something via social media, they want an answer right away. PricewaterhouseCoopers found that almost half of all people trying to make appointments via social media expect to hear back within hours. Not being prompt is a good way to frustrate people who are looking for immediate feedback.

Outsource to Professionals

Depending on what your organization is looking for, it might make sense to outsource your social media to a marketing firm dedicated to your industry. Leaving it to professionals will mean you’ll reach the right audience of potential clients and not have to worry about the task. Find the right agency that understands what your organization is all about and let it guide your social media strategy if needed.

Find Out What Works Best

The health care industry is vast and varied, and that also goes for effective social media strategies. A pediatric hospital, for instance, will have a much different presence than a medical device manufacturer. From the start, determine what the goal is and then work accordingly. Maybe it’s best to use social media as a platform to dispense medical advice, or maybe it can be used to share positive stories. Whatever the goal is, the messaging needs to be consistent.

Work With Patients

Photos are what social media is all about, yet finding the right ones to share in the health care industry can be difficult due to privacy concerns. If there’s a great story from the patient’s side that can be tastefully shared, work with that person to see what can be done. Anonymity can and probably should be kept to protect the patient, but they might be fine with sharing a positive experience. The right kind of story can have a big impact if it’s compelling and well told.

Educate Others

More people than ever are turning to the Web for health care advice. WebMD and Wikipedia are the most popular, but much of the information people seek comes from Facebook and YouTube. This is an opportunity for your organization to establish its value to potential customers and share expertise. It’s not only useful, it also helps build loyalty.

Don’t Spread Yourself Thin

There are a number of social media platforms out there, but unless you have vast resources, it’s best to focus on the ones that can make the biggest impact. Out of 1,500 hospitals with an online presence, Facebook was regarded as the most popular. Sticking to just a couple platforms will ensure that your message isn’t diluted and that existing audiences aren’t neglected with a lack of updates.

Look Toward the Future

When it comes to keeping patients informed, social media is fast becoming the preferred form of communication between patients and health care providers. With that in mind, it’s smart to stay on top of industry trends to see what’s possible in the future. Some hospitals have implemented online support groups to better serve patients. Think of what else could be possible for your organization to better serve patients or customers.

from Darlene Milligan http://ift.tt/1NdrOuD via transformational marketing
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