the promise behind the brand.

ebook Ser ies: Volume 9 HealtHc are and Social Media

Healthcare and Social Media

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©The Russo Group, 2009. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.

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the promise behind the brand.

ebook Ser ies: Volume 9 HealtHc are and Social Media

TABLE OF CONTENTS
How is Social Media relevant to the Healthcare industry? ......................................................................................................3 What are the Benefits? ........................................................................................................................................................................4 How does this affect Me? ...................................................................................................................................................................6 Who’s Using this, and What are they Using? ...............................................................................................................................8 What’s a really inspiring case Study on this? .......................................................................................................................... 12

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ebook Ser ies: Volume 9 HealtHc are and Social Media

How iS Social Media relevant to tHe HealtHcare induStry?
In past ebooks, you’ve seen the impact that Social Media can have on all businesses and consumers. Social Media can raise awareness, help establish a brand identity, and even make connections. Social Media can also help a business grow by finding employees, driving traffic to the business itself, and eventually raising profits because of company visibility. So, if this applies to most major industries, why should the Healthcare and Pharmaceutical industries be out of the loop?

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the promise behind the brand.

ebook Ser ies: Volume 9 HealtHc are and Social Media

what are the benefits?
Social Media and Healthcare can absolutely benefit one another. Social Media benefits from having massive, reputable businesses (like major hospitals and pharmaceutical manufacturers) using their networks, which in turn can promote the reputation of the networking site. For example: Let’s say that West Jefferson General Hospital in New Orleans decides to get a Flickr account. Community members know that some of the best doctors and staff members work at that hospital and now think that since these community figureheads use Flickr, it must be pretty sound. Then they become members, the site grows and word of mouth begins to spread like wildfire.

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the promise behind the brand.

ebook Ser ies: Volume 9 HealtHc are and Social Media

on the flipside,
Healthcare businesses can benefit from Social Media by networking with other industry leaders and potential consumers, showcasing their mission and greatest assets in a visual medium, and by helping to solidify their image in the minds of other Social Media users.

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the promise behind the brand.

ebook Ser ies: Volume 9 HealtHc are and Social Media

How does this affect me?
If you are anyone living within the borders of the United States right now, you are (or will be) directly affected by the healthcare industry. This industry encompasses anything and everything concerning the physical welfare of our nation’s citizens. It is staggering how much this industry will play a role in your day.

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ebook Ser ies: Volume 9 HealtHc are and Social Media

So, wHat doeS Social Media Have to do witH any of tHiS?
A lot. Social Media can bring the whole industry to your fingertips. For example: Let’s say that you have a cold. You log into your Facebook page while you spend the day home from work and stumble across a page for some pharmaceutical company that lists a vaccine that it has produced along with a list of local pharmacies near you that carry the vaccine. You also find everything you’d ever want to know about the business along with other things you find interesting. Bam. You’ve made a personal connection with a branch of the healthcare industry, and you’ve even benefited from it by becoming more aware.

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ebook Ser ies: Volume 9 HealtHc are and Social Media

wHo’S uSing tHiS, and wHat are tHey uSing?
You’d be surprised by how many healthcare-related companies are using Social Media. Not only is the industry utilizing existing outlets of networking, but they are also creating new networks and communities to meet the growing impact. There are communities created by pharmaceutical or healthcare companies for a brand or corporate effort, communities exclusive to physicians or nurses, and even networks created for industry observers. The business of managing the healthcare industry’s social media endeavors is a business in itself. To see a comprehensive list of companies using social media, go to http://www.doseofdigital.com/ healthcare-pharma-social-media-wiki/

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what about Hospitals?
Well according to Ed Bennett, a Hospital Web Manager: 410 Hospitals total are using Social Media. 202 Hospitals have YouTube channels. 219 Hospitals have Facebook pages. 297 Hospitals have Twitter accounts. 48 Hospitals have their own Blogs. For a list of all 410 hospitals and links to their respective pages, go to http://ebennett.org/hsnl/

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Popular types of Healthcare Social Media
Blogs: DiabetesMine, WebMD, HealthMatters, NYT HealthBlog Microblogs: Live Strong, Stupid Cancer Social Networking: OrganizedWisdom, PatientsLikeMe, DailyStrength, NursesRecommendDoctors Podcasts: Johns Hopkins Medical Podcasts, Mayo Clinic Social Sharing: Flickr, You Tube, ICYou Forums: Revolution Health Groups, Google health Groups

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How does america search Health information?
36% want to see what others have to say about treatment or medication 34% use social media, 46% use health portals, and 67% use search engines 21% use Wikipedia

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what’s a really inspiring case study on this?
The Mayo Clinic The Mayo Clinic is the first and largest integrated, not-for-profit group practice in the world. It is also a flagship for hospitals wanting to integrate Social Media into the brand image. Apart from the group’s go-to website, The Mayo Clinic also has a site exclusive for its Social Networking efforts. At http://sharing.mayoclinic.org/ visitors can check out The Mayo Clinic’s sprawling blog and find links to all of the clinic’s Social Media accounts. The site is interactive and designed for patients, families, friends, and Mayo Clinic staff to share stories and find support as well as integrate several blogs and research announcements in one central area.

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RUSSO IS A STRATEGIC BRANDING AGENCY –
AND AS A BRANDING AGENCY, WE ARE BELIEVERS.
Here, we believe in the promise behind the brand. And here, we believe that changing the conversation motivates consumer behavior. Through the use of consumer insight, we develop branding initiatives for our clients that form emotional connections with their consumers. For more information on branding, social media or to learn more about the russo Group, drop us a line, we would love to hear from you.

116 e. congress St., downtown lafayette, la 70501 | 337.769.1530 | F 337.769.1531 www.therussogroup.com | www.razorbrandingblog.com | jaci@therussogroup.com

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Healthcare and Social Media

©The Russo Group, 2009. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.

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