I know, the headline may be a bit misleading, but it got your attention, didn’t it? We never stop learning if the organizational focus is to grow organically. But what I see happening, except for a few isolated cases, are providers caught in learning loops for social media. More study, for more understanding in a process eerily similar to the strategic paralysis by analysis process that so many providers experience. Learning and analyzing the newest developments and fearing the future instead of embracing and driving the change.
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 consumer and patient 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 expertise. Think of this as a channel of communications and engagement that meets the healthcare consumer on their terms but with your messaging.
Social media is about branded content that uses pull-logic marketing instead of push-logic marketing.
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 for those 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 neither relevant meaning in the market nor addressing unmet needs?
The lens of honesty and critical evaluation is needed to evaluate social media efforts objectively. If the social media program is not doing these things, then chances are nil in delivering an exceptional social media experience.
Make your social and online presence not just "good enough" because we are still learning, but unique, by putting that learning into action.
Michael is an independent healthcare marketing business, marketing, and communications strategist and thought leader. As an internationally followed healthcare marketing strategy blogger, his blog, Healthcare Marketing Matters receives over 20,000 page views a month. He is a Fellow, American College of Healthcare Executives, Professional Certified Marketer, American Marketing Association and HubSpot Academy- Email Marketing, Inbound Marketing & Inbound Sales Certified.
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