This week the Internet (or rather the World Wide Web) celebrates 25 years of existence. When Tim Berners-Lee first pitched his idea for an information management system that would connect documents beyond the walls and cables of physical buildings, he likely had no idea the magnitude of influence his concept would have on technology and communication. He did, however, recognize the value of this information sharing capability and he gave it as a gift to the world … no strings attached. If you don’t know the story, be sure to read the post Berners-Lee gifted us the web 25 years ago and changed our communications forever by Davin O’Dwyer of The Irish Times. Tim is now a Director of the World Wide Web Foundation, an organization dedicated to furthering the potential of the Web to benefit humanity. Humanity — or humanness – is the theme of this week’s HealthCare Social Media Review #49. How does being human factor into the effectiveness of social engagement?
Intimacy comes from an audience of one.
For excellent insights into how the Internet has evolved and where the public AND PARTICULARLY PATIENTS might be taking the Internet and social communications into the future, read Marketing Digital Horizon: The Web at 25 and Beyond by Stewart Gandolf of Healthcare Success Strategies. He suggests that while the internet is becoming faster and more informative, it is also becoming more intimate as the conversation targets an audience of one.
Can humor an relatability sell Obamacare?
A couple of weeks ago, news reported that Obama’s team was seeking social media coaching from YouTube to better promote Healthcare.gov. This week, Obama appeared on “Between Two Ferns with Zach Galifianakis” to plug healthcare.gov and the POTUS was a big hit. Read David Harlow’s post How do you get Young Invincibles to buy health insurance? (HealthBlawg) for his take on how the President reached Millennials by peeling back his Presidential persona.
#GeeksGetCovered Twitter campaign tweeted by (@whitehouseostp)
Don’t just care FOR patients, care ABOUT them.
What part does an emotional connection play in building a strong online community? According to the post How to Create Human Relations with Your Online Community by SocialMedia Today, communicating why you CARE about the community matters more than the information you provide. How many providers give excellent information but fail to communicate good intentions?
6Cs of Compassion in Practice
Jane Cummings’ post Putting compassion at the heart of healthcare appearing on NHS England, provides wonderful insight, as well as extensive qualitative evidence, 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 employs some clever social strategies to thoroughly communicate and reinforce the 6Cs.
Is pop culture the language of millennials?
Maria Talley of Vieo Design published a post this week, Social Media for Healthcare: The 5 Essential Elements, pointing out that through social engagement, healthcare bodies can communicate they understand patient needs. Later in the article, the author suggests that incorporating lifestyle and pop culture may be key to catching the attention of social surfers. Is this basically summarizing Obama’s strategy? The President “became” one of them while still maintaining his authority in regards to healthcare. He infused himself into their pop culture in an effort to have the message heard.
Connecting is key.
Steve Olenski of Forbes online wrote a nice article on why people participate online rather than offline. His post Social Media And Branding: A One On One With A Harvard Business Professor suggests that people connect online to meet new people and to deepen relationships where offline it would either not be possible or cost prohibitive. When we first help people achieve these goals, we are later able to deliver a message more effectively.
To conclude this week’s blog carnival, I’d like to wish you another 25 wonderful years of digital innovation. Next month’s Healthcare Social Media Review will be curated by Alex Bornkessel of SocialButterfly. If you would like to host a Healthcare Social Media Review blog carnival, visit Healthcare Works Collective for more information.