This is the first of many “Insider Insights” posts. Once a month, I’ll be featuring the personal perspective of a health brand CEO, senior marketer, digital or social media expert. I’m pleased to have Ed Bennett as our first participant. Ed is Director, Web Strategy at University of Maryland Medical System.
Each of these guests will address the same four questions, so that we’ll build a wealth of perspectives and knowledge around these four issues. Here’s what Ed has to say about the future of health brands and social media:
1. The organizations and brands that will thrive in the future are those that…
quickly adapt to new customer expectations. An entire generation is comfortable with Facebook, Twitter and other social media. Their expectation is to have direct, honest and rapid interactions with the brands they use. PR speak, and legalese will marginalize organizations, but authentic conversations will build customer loyalty and positive Word of Mouth.
2. Specific to social media, how has it impacted the way your organization conducts business? Healthcare, and hospitals in particular are very conservative. So far, most of these tools are seen as an extension of current practices, not as a new way to do business. We are seeing these services used to post news and events information, educational resources, and to re-purpose content like video. There is also some brand monitoring and service recovery going on, but it is not yet integrated into the basic business process.
3. What are the key challenges your organization is grappling with as it considers participation?
There are two major challenges:
A. Fear of HIPAA hold many healthcare organizations back. With no clear guidelines on what is allowed, hospitals in general are waiting on the sidelines. Out of the 5,000 US hospitals, only 360 are doing anything.
B. The other challenge is that IT departments in many hospitals block social media sites. Many times, work on them has to be done from home in the evening and weekends.
4. What are your top lessons learned for implementing a social media strategy?
You should start small, and only begin what you can maintain. Look to your internal experts, the people who use these tools in their personal life. They can see the benefits, and can be a great resource for your organization.
Consult with your legal team & create policies. There are two areas that need to be addressed: External comments / participation and Employee guidelines.
Be able to respond quickly – this is no place for a four-day multi-person review process.
Eric, I like this idea a lot! Great job.
I particularly enjoy Ed’s commentary on the challenges – glad to hear we are all facing the same things.
Thanks NIck,
Really appreciate your feedback. And glad you find worthwhile. Will be interesting to track other guests comments over time. Regards, Eric
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Thank you Ed
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Nice post. I feel obligated to add, as a way of educating those in and out of health care that while hospital employees do fear HIPAA consequences, there have been no examples to date of HIPAA violations on social media. Fear, which risk managers and lawyers work in like artists use clay or paints, is often used as a corporate cudgel to keep progressive marketing and PR staff at bay. I also do not believe there have been many (any?) HIPAA violations of any kind, social media or otherwise,that would provide a meaningful pause to savvy hospital marketers.
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Great snapshot on the current state of social media adoption in healthcare, Ed is a wonderful resource. Thanks for publishing this series Eric.
strongzz fantastic post, very informative. I wonder why the other specialists of this sector do not notice this. You should continue your writing. I am sure, you’ve a huge readers’ base already!