Social Media is on everyone’s radar. With hundreds of millions of users and growth at an astronomical rate, the Guilt Complex is rearing it’s ugly head. “I’m being left behind” usually creates a couple of typical reactions;
- Fear of the New. I don’t really understand it and I’ll avoid dealing with it by disparaging it and then looking for reasons that back up my fear.
- Gotta do something right now. The “Hey, We’re on Facebook” syndrome.
If you’re managing a hospital in this environment there’s not much help out there. The AMA is still figuring out policies and procedures. Some organizations are taking a stab at definitions i.e. do’s & don’ts, etc. All good stuff but is that what you need to know now?
THE BIG QUESTION THAT REALLY MATTERS?
Is our participation in Social Media going to develop more business for the hospital?
Oh it’s about connecting with patients, building an online digital community, being where the conversation is, promoting, garnering instant feedback, developing Social Media Policies etc. etc. All good stuff and valid goals BUT if a Social Media plan is not directly related to increasing patient visits, who cares? You can go to your board and tell them that “if we build it and they will come” but that just doesn’t cut it.
4 things you SHOULD NOT do:
- Create a Facebook, Twitter, Foursqaure, Linkedin profile without an integration strategy.
- Think this is the answers to your fiscal prayers.
- Hire someone’s son or daughter to take care of it because they’re on Facebook
- Listen to anyone who won’t discuss how this will drive more patients, fill beds and drive appointments for expensive services.
4 things you SHOULD do:
- Look, learn and ask for help
- Develop a strategy
- Have a purpose
- Be prepared to commit time and resources
At FirstTracks we work with hospitals every day. We work on strategies with a purpose. Honest, measurable marketing tools. Drop us a line or give us a call at 603-924-1978 to get the conversation started.