Social Media Strategies & Healthcare PR

This week we are going to highlight hospitals with inspiring social media strategies. From Tuesday through Friday, we are going to highlight hospitals within the United States that have embraced social media and relationship building.

Hospitals and social media are a great mix, offering a wealth of opportunities for connecting with the community, patients, and even collaborating across health systems and between different hospitals. Some medical groups are wary of the liability and privacy issues that social media may open up, but others have found ways to manage these concerns and enjoy the benefits of using social media. Read on, and you’ll learn about 5 inspiring ways hospitals are using social media, from crisis communication to customer service in our Tuesday through Friday series.

1. Mayo Clinic

The Mayo Clinic has long been an online resource for medical information, with a website that offers advice and expertise from more than 3,300 medical professionals for free, so it’s not at all surprising that the medical group has been successful in social media. In an interview with Med City News, the Mayo Clinic was named the "poster child for healthcare social media" with social media chief Lee Aase at the helm. The Mayo Clinic has its own social media network where patients can connect, several health promotion campaigns, including "Know Your Numbers," which promotes heart health, and a healthy presence on just about every social media outlet available, including YouTube, Twitter, and Facebook. Even Mayo Clinic doctors are encouraged to take part in social media. The clinic has been so successful in social media, in fact, that they are the hosts of the Health Care Social Media Summit, most recently held in October 2011 with 375 attendees and a buzz reaching about 100 tweets per hour.



2. Rush University Medical Center

At Chicago-based Rush University Medical Center, things get personal through blogging. Doctors were able to share and connect with readers and patients through a first-hand account of relief efforts performed after the 2010 Haiti earthquake. Sent through a text message, Dr. John Fernandez shared his experience with Doctors Jeff Mjaanes and Geoffrey Van Thiel, who all traveled together to the Dominican Republic. Their first-hand story shared messages of sacrifice and compassion, including a hungry four-year-old who saved a breakfast bar for his brother at home, insisting that he himself did not need it, and a mother treated for a horrible wound that she got by going back into her home to save one of her children. Through social media and the ease of communication in texting, Dr. Fernandez’s message was able to be delivered first-hand, and within 48 hours of when it all actually happened. This one message is not the only one, however, with Dr. Fernandez and his fellow doctors sharing several updates from the trip, offering a story that blog readers were able to follow as it happened.



3. Massachusetts General Hospital

Social media is all about sharing, especially when it comes to sharing resources. Massachusetts General Hospital recognizes this, and did something amazing when researchers from the Emergency Department worked together to create an iPhone app designed to help users find the closest emergency room to their area anywhere in the U.S. The app was promoted using hospital social media outlets, creating a YouTube video that bloggers could embed in their stories, also providing for opportunities to tweet the video and share it on Facebook. With the help of social media, the hospital’s app was able to stand out in the sea of apps available for the iPhone.



4. Scott & White Health Care

During the Ft. Hood shooting crisis, one of the hospitals treating victims, Scott & White, took it upon themselves to share updates with the community. Employee Steven Widman offered updates on emergency room access, hospital operation status, and more, also updating with Red Cross news and sharing communications with reporters. The crisis pushed Scott & White’s communications to the forefront of social media, increasing their Twitter followers by 78 percent in only three days, turning Scott & White Healthcare into a Twitter "trending topic," and ranking the hospital’s YouTube channel among the most viewed non-profit channels during the crisis. Both people who were affected and those who were tuned in from afar were able to get real-time updates, thanks to the efforts of Widman and the ability of social media to share information.



5.Nebraska Medical Center

Nebraska Medical Center has created an incredible YouTube presence, one so successful, that as 360 Digital Influence points out, they’ve had an increase in requests for one surgery in particular. It’s all thanks to a patient who shared her cancer experience on YouTube, which led to so many requests for the surgery she had to treat her rare carcinoid cancer that NMC had to open a monthly clinic for the condition. The medical center encourages patients to share their experience, and even makes use of QR codes to share videos of physicians introducing themselves to potential patients.