Ed Bennett, University of Maryland Medical Center: the future of health brands and social media

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.

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Eric Brody

Eric Brody is President of Trajectory, launched in 1999, the specialist health & wellness branding and marketing agency using every moment to move customers, brands and businesses upward. Prior to Trajectory, Eric served as EVP and Management Board member at Interbrand (the world’s most influential brand consultancy). Before Interbrand, he held senior marketing positions at Beiersdorf Inc. and L’Oreal and advertising account management positions at Marschalk and Benton & Bowles.He has also taught as an adjunct professor at Seton Hall’s Graduate School of Communications and has lectured at Wharton Business School and Emory Goizueta School of Business.