Healthcare industry like many others is going through a
transformation. Though the drivers are
many, the key factors are:
While “regulatory” and “technological” changes are
straight forward to comprehend and implement, consumer addition and retention will require healthcare organizations
to understand consumer behavior. Social
Media is one of the biggest influencers of consumer behavior in the
healthcare industry as evident by the following statistics (source: referrel
md):
- 41% of people said social media would affect their choice of a specific doctor, hospital, or medical facility.
- YouTube traffic to hospital sites has increased 119% year-over-year.
- 18 to 24 year olds are more than 2x as likely than 45 to 54 year olds to use social media for health-related discussions.
- 90% of respondents from 18 to 24 years of age said they would trust medical information shared by others on their social media networks.
- 49% of those polled expect to hear from their doctor when requesting an appointment or follow-up discussion via social media within a few hours.
Themes:
“Communication”
and “Content” via social media
platforms are two themes that clearly emerge from the aforementioned statistics. For healthcare organization, implementations
of these themes can serve as enablers to “build
trust & Foster relationships”
with existing and potential consumers, which can lead to brand entification.
Observations:
It is evident from these statistics that social media
platform(s):
- Have
a direct impact on an organizations brand.
o
Consumer experiences shared via these platforms
can positively or negatively impact the brand value.
o
Each type of experience can transform the
consumers into “brand advocate” or “brand antagonist”, with far reaching
impacts.
- Selection
of the appropriate social media platforms is very much dependent on the “demographics”
served by healthcare organization(s).
In light of these observations, healthcare organizations need
to ensure that social media and social media marketing are part of the overall
strategy. Lack of use of “Social Media” by healthcare organizations
is a “big
blunder” on their part.
Staring Point:
To implement a successful social media strategy and
maximize the ROI, the healthcare organization can utilize the REALLY framework developed
by Dr. Leila Samii.
1 Comments
Does the REALLY framework really work?
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