What’s News in Healthcare Social Media – April 16 2014

Erin Rankin joined Kathi Browne to discuss healthcare social media topics of the week.

Articles covered were:

5 ways to protect your health brand

A Three-Stage Approach to Handling a Healthcare Social Media Crisis

Dabbling in social media? 5 things your hospital can try

Breaking up with Facebook: Where are brands and young users going?

5 Social Media Trends Every Entrepreneur Needs to Know

Google Hangouts on Air – a Game Changer for CME?

What’s News in Healthcare Social Media – April 9, 2014

I talked with David Amerland about the week’s social media news and together we related it to healthcare marketing and social communication in general. David is a best sellng author, speaker, and King of semantic search. AND …he focuses on strategic communication, so this conversation was full of insight on how to best communicate on healthcare topics while gaining visibility on the web.

Our discussions included the following articles:

13 Google+ Tools to Improve Your Marketing

Until recently, SocialMedia Examiner wasn’t evangelizing for Google+. Now Google+ and YouTube integration demands attention. The new commenting system is generating intelligent engagement and it’s also allowing Google to quantify the value of video content.

Different ways men and women use social media and mobile

Coming soon: a whole new you, in your Twitter profile

What’s News in Healthcare Social Media – March 26 2014

Kathi Browne and Todd Hartley talk about the rise of the e-patient and what it means to healthcare marketers. Also included in this discussion: several marketing related chrome plugins worth trying, CircleCount’s recent dive in follower count, and Twitter’s current status as a marketing social platform.

Articles to discuss:

Healthcare in the age of Dr. Google: the 2014 digital patient journey
If 86% of patients are searching health-related info before scheduling a doctor’s appointment, what should YOU be doing?

Five Useful Google Chrome Extensions for Social Media Marketers
We will talk about these five. How many of these do you use? If you are familiar with CircleCount? If so, do you miss the community analytics? If so, go to http://code.google.com/p/google-plus-platform/issues/detail?id=639 and star the discussion so we can get this feature back!

Twitter is 8!
Where does Twitter stand today? According to the post The CMO’s Guide to the 2014 Social Landscape by Digital Information World, Twitter is one of the top social platforms for a lot of reasons. And yet … according to this post, Only 11% of New Twitter Users in 2012 Are Still Tweeting, by the Wall Street Journal, tweeters seem to fizzle out shortly after joining Twitter.  Do you agree with the chart or the study cited by WSJ?

What’s News in Healthcare Social Media – March 19 2014

Happy anniversary! The world wide web has been around for 25 years and today it is a critical tool in healthcare communications! Kathi Browne and special guest Luis Galarza discuss the week’s top social media stories and relate them to healthcare communications and marketing.

Berners-Lee gifted us the web 25 years ago and changed our communications forever
In honor of Saint Patrick’s Day, we selected this article by the Irish Times to highlight the anniversary of the Internet. Tim Berners-Lee had a vision of more effective communication and look where it has brought us today. Berners-Lee probably never imagined how important a virtual reputation would become, or how such an impersonal, digital form of communication could specifically target an audience of one in a real and personal way. These are examples of the art of virtual communication and it is important to stay aware of where social communication is headed in order to reach audiences effectively. Communication not only evolves because of technology, but because of the changing needs and attitudes of the audience. How well do you know your audiences’ needs and lifestyles?

If people engage primarily to meet new people and deepen relationships, then shouldn’t healthcare communicators facilitate this before trying to deliver a message or market a practice? The post Social Media And Branding: A One On One With A Harvard Business Professor by Steve Olenski makes some good points. Community building (ie: Google+ Communities, Facebook Communities, etc.) may lead to content getting shared more widely. It will certainly lead to people connecting with other people who can help them through a health concern. Education could be directed to whole communities, rather than individuals. Does your organization build communities that meet your patient needs?

The SocialMedia Today article How to Create Human Relations with Your Online Community makes a powerful statement, “…your words and actions can lead to great change in those people,” suggesting communities can lead to changes in behavior and thinking. Sometimes we forget that how we engage online can make a profound difference. Should health systems spend some time sharing what they hope to accomplish through social channels before diving in? Do YOU know what you hope to accomplish through engagement? More importantly, does your audience?

Jane Cummings took a different approach to fix failures of two hospitals. She set out to communicate a vision of compassion in an effort to change behavior. This NHS England post, Putting compassion at the heart of healthcare, looks into the importance human values play in providing excellent and compassionate patient care. Her 3-year project, Compassion in Practice, was developed to improve care and address and fix failures experienced at two facilities. Cummings employed some clever social strategies to thoroughly communicate and reinforce the 6Cs.

Is Obama successfully driving hits to Healthcare.gov by rebranding himself through talk shows and comedy? David Harlow seems to think so if you read his post, How do you get Young Invincibles to buy health insurance? Culture plays a big part in how people relate to a message and whether we like it or not showing a more human side (silly or not) can get people’s attention. A couple of weeks ago, we talked about news that Obama’s team had received social media coaching from YouTube. Now we see that Obama is successfully leveraging multiple (nontraditional) channels to win over Millennials. His appearance on “Funny or Die” was a big hit and it drove up hits to Healthcare.gov like crazy. So what is the magic that moved 13 million viewers to watch and learn about Obamacare? Obama went where millennials are “hanging out” and he peeled back his presidential persona for a more personable and human one.

Kathi is a healthcare social media evangelist and consultant responsible for two important healthcare communities here on Google+: Healthcare Talk and Healthcare Glass Explorers. She specializes in healthcare applications of social communications tools and shares her knowledge as BrowneKnows Social Media.

Luis is a social media consultant with LocalMarketingVoice.com. He specializes in applying strategic local marketing methods to increase customer base.