In the new world of healthcare where price, quality and a newly insured healthcare consumer is paying more out-of-pocket costs for healthcare, social media marketing represents an opportunity that can be used advantageously to meet healthcare consumers demands for a better experience.
Social media represents a great opportunity for establishing a one-on-one relationship with the patient, aka the healthcare consumer, directed by the healthcare organization that breaks from the pack, by creating a social media healthcare experience that is memorable, exceeding an individual or families experience and expectations.
Most healthcare organizations are still stumbling with using social media and the online experience to drive differentiation, meaningful information and experience. Think of this in terms of a channel of communications and engagement that meets the healthcare consumer on their terms but with your messaging.
In any case, when you look at your social media strategy and presence, does your social media experience:
Ø Delight your customer?
Ø Create sustainable differentiation?
Ø Is adaptable to new opportunities?
Ø Leverages your investment?
Ø Deliver in every situation?
Ø Connect with the newly insured?
Ø Does it engage the healthcare consumer?
Ø Provide answers or guidance looking for solutions to medical challenges?
Ø Define experience, outcomes, price and value?
Or, is it just pushing out information that is that you have deemed valuable to you, but carries no relevant meaning for the healthcare consumer?
This is the lens of criticality needed to objectively evaluate efforts. If it's not doing these things, then chances are nil in delivering an exceptional social media experience. But for that matter, neither are your competitors.
Make your social media presence not just "good enough" but exceptional.
On another note, my apologies for missing a post last week. I was out of town with my wife and daughter last weekend. Alex is a left-handed pitcher on a 16U a fastpitch softball college exposure team and we were in Des Moines, Iowa for the ASA 16U A Heartland Showcase Series College Exposure Tournament. Saturday was playing for college coaches and scouts. Sunday was a single elimination tournament. There were 27,16U A teams playing. We made it to the final four and a three way tie for 1st place because the final games were canceled due to rain. It was a good time.
Michael J. Krivich, MHA, FACHE, PCM, is an internationally followed healthcare marketing blogger with over 5,000 monthly pages views read in over 52 countries worldwide on Healthcare Marketing Matters. These views are my own. He is founder of the michael J group, a Fellow, American College of Healthcare Executives and a Professional Certified Marketer, American Marketing Association. Like us on facebook at the michael J group, and connect with me on LinkedIn and Twitter.