Long gone are the days when social media was a newfound buzz word. It has shifted from a trendy, fly-by-night, teenager internet phenomenon to a cultural norm that has permeated to our business and personal lives. Yet, is it really worth the time and money it takes to embed social media within a healthcare organization’s strategy? Do you really need to share a photo online with your socks not matching because you grabbed the wrong ones in the morning? How is this snapshot in life relevant to the respectable image of a healthcare provider?
More than you think! Today’s search engines are able to track and analyze our every move online. There are too many collaborating data sets to ignore the investment in healthcare social media. Social authenticity affects whether or not patients are comfortable sharing information with the provider. If patients are not comfortable sharing information with their doctor, he or she is limited in their ability to help the patient.
Relationship building between physicians and patients has always been vital to improving patient outcomes. Patients have been quicker to adopt social media as a means of bridging that relationship gap with providers, but doctors now recognize its significance, too.
Patients connect with doctors traditionally by asking a friend or another provider.
Social media is simply a platform that facilitates that referral conversation.
When a patient asks for a physician on social media, they are asking a group of friends they know and trust already.
If your clinic or organization is largely referral driven, it only makes sense to be present where the referrals are taking place.
These platforms act as a lens to amplify an organization’s perception. Individuals and organizations active on social media are considered as being more authentic.
If you take the time to research something, you have taken a physical and mental effort towards a topic. Wouldn’t you prefer to be the source of that inquiry? Here are some things to consider:
Social media encourages patients to ask, find, and connect with a physician more freely. It enhances the comfort level in communications with the doctors.
Doctors and their patients. Doctors believe social media improves the quality of care provided to patients.
Social media gives large organizations the ability to connect with patients on a personal level and funnel their brand message to followers on a large scale—and the results show.
To answer the question of posting your picture of wearing mismatched socks – YES! Just this action of your fashion faux pas and sharing, this snap in time makes you endearing, personable and someone that can be trusted to share.
A coherent social media strategy is must do. It is not whether you should do it but when to start. You can start with clarifying your brand strategy, customer strategy, and social media strategy. For organizations with existing social media accounts, it is time to do a social media audit to optimize your investment.
Talk to a team member at Medology360 to identify which steps your organization should take towards improving your brands’ social media strategy today.