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Social Media in Health Care
1. Betsy Woods
Public relations and marketing manager
Bethany Deines
Annual giving director
Dayton Children’s
Social Media in Health Care
2. The Social Network
Marylin Delphy: The site got
2200 hits within 2 hours?
Mark Zuckerberg: Thousand.
Maryiln: I'm sorry?
Mark: Twenty-two *thousand*.
Marylin: Wow.
Erica Albright: The internet's
written in ink, Mark. It's not
written in pencil.
3. Have you ever talked about a
health care experience on
Facebook, Twitter, blog, etc?
1 2
50%50%
1. Yes
2. No
5. Background
Connect with moms, tell story, create
advocates
Enhance customer service
Position as pediatric expert
Listened first
Researched what others were doing
Made a commitment (3 people)
Created a plan
6. Content
Patient stories (parental consent, complying
with HIPAA)
Fundraising events
Health and safety tips
Videos/pictures
Service lines
News stories
Recall alerts
Ask questions, respond to comments
Crisis communication
8. Nevin’s Story Goes Viral
YouTube video generated over 300 views in 24
hours
WDTN ran story
Story ran nationally on The Weather Channel
Numerous comments on Facebook and Twitter
Asked fans/followers to write letters for
Valentine’s Day
9. Goals
Build relationships (target audience: moms 18-55)
Create advocates
Create conversations – ask questions, respond to
comments
Build an online community
Increase participation/conversation
Enhance customer service
Position as pediatric expert
Drive traffic to website
Increase revenue and donations
Build referrals
10. Are you a fan/follower of a
health care organization on
social media?
1 2
50%50%1. Yes
2. No
13. What social media channel do
you use the most?
1 2 3 4 5
20% 20% 20%20%20%1. Facebook
2. Twitter
3. MySpace
4. Blog
5. YouTube
14. Recommendations
Listen first
Have a plan
Make a commitment
Be authentic/sincere
Be transparent – who is behind the message?
Participate offline – attend events
Share your story internally/get buy-in and
support
Follow back
15. Recommendations
Participate in the conversation, be active
Pass along messages (good and bad)
Use social media to improve customer
service, the experience
Share content (give credit to author)
Know what your competition is doing
Create a social media policy
Expect negative feedback
Use to pitch media stories
16. What Not to Do
Only push content (selling mode)
Not participate in the convo
Not respond
Post content all at once
Automated messages
Not make a commitment, leave page(s) idle
Participate in every social network channel
and not manage it well
Ghost writing