You bet it can and here’s why
from this most interesting social media infographic: 41 percent of patients say social media affects
hospital choice courtesy of healthcarecommunications.com. This is really astounding when you consider
the financial implications. Even better in the report was that 60 percent of
doctors saying social media improves the quality of care. And one in two adults use their smartphone to look up health information as well.
When this information is combined with the Mayo Clinic survey “Health Care Social Media List,”
Social Media Health Network, with so few hospitals participating in some aspect
of social media, the discussion is no longer about nice to do, but don’t have
the time or lacking the willingness to
tackle the internal political issues, to a business strategy that can drive the brand, awareness,
perception, experience and ultimately
revenue.
So who does the healthcare consumer trust in social media
driven health information and content?
Doctors are first and that is no surprise at 60 percent. Nurses are in
second place at 56 percent. Hospitals come in virtually tied with nurses at 55 percent.
Only 46 percent of people trust health
information from patients they know. And
if they don’t know you as a patient, that trust drops like a rock to 25
percent. Most interesting is that the trust factor for the top three is really
only a few percentage points difference.
The point of all this is really to help marketing leadership
in hospitals and health systems; have a rational fact-based discussion in their
organizations on the impact of social media on the business strategy. This does
affect the overall marketing strategy and positioning of the organization.
Marketing in hospitals and health systems isn’t about making
things look pretty anymore; it’s about driving revenue, managing demand appropriately
and improving the healthcare consumer and patient experience. And that is not easy by any means.
Social media is more than an app for the Iphone or Android
operating system that tells you ER wait times.
Social media is a platform of engagement and innovation.
It’s not about posting pictures of new
buildings or pieces of technologically advanced diagnostic equipment, those can
go on Pinterest. It’s about how you develop content in the right context that
is engaging, informative, educational, experience enhancing and drives
business. Social media gives a
healthcare organization the ability to deliver content directly to the
healthcare consumer or patient to meet all those goals.
The time for waiting is over. The times to act is now, and
drive a comprehensive social media strategy into the fabric of the hospital or
health system. The healthcare consumer
is out here looking and making healthcare choices, and they can’t choose the
hospital or health system that’s not out there in social media.