Social Media "Likes" Healthcare: From Marketing To Social Business (Report) - Pwc Health Research Institute Page 22

ADVERTISEMENT

Participate
Engage
Extend the customer
experience beyond a
Listening is just the first step for
Engaging means having a mean-
clinical encounter
healthcare businesses. As social media
ingful, active presence in the social
use increases, new opportunities
space. “That kind of relationship is
In the retail world, good customer
for innovation emerge as consumer
different than the old model of coming
experience leads to retention and,
insights and ideas become more acces-
in when the patient is sick. The new
better yet, recommendation and
sible. Companies need to actively
model is about connecting into the
loyalty. Historically, the health
manage the data collected to capture
member’s life decisions when they’re
industry has not had to compete for
potential opportunities and respond
healthy — about what food to buy
customers in the same way, but the
appropriately. This may require taking
or what type of physical activity to
rising demand for value is forcing
action to remedy negative activity
participate in,” said Chow of Kaiser
companies to find different ways to
or information shared in the social
Permanente. Before engaging, orga-
get closer to their customers. (See
space. If there’s a negative post on
nizations need to think about what
Case study 2.) “Companies need to
any of Cleveland Clinic’s social media
they’re looking for and why they want
use health-oriented versus product-
forums, including Facebook, Twitter,
to be there. Social media invites inter-
oriented social media. They need to
and blogs, there’s a process to respond
action, unlike a static webpage, where
start communicating with the patient
both privately and publicly within a
content can be developed once and
need in mind,” said Greg Simon,
designated amount of time.
revisited and refreshed later.
former senior vice president of
patient engagement at Pfizer.
Even with the potential for negative
“Facebook is turning into a behind-
publicity, Lee Aase, director of Mayo
the-scenes customer service forum
Clinic’s Center for Social Media,
for answering people’s questions,”
argues there can still be benefits to
explained Paul of Children’s Hospital
engaging. “If you’re concerned about
Boston. “When people have trouble
the ‘give and take’ aspect, then just
finding what they need on our
‘give.’ This is half of it — you can use
website (or sometimes they don’t
these tools to spread your message
even check the website), they will
farther and at least start to create a
come to Facebook and ask for help,
connection with your organization.”
including how to change an appoint-
ment, how to find a certain doctor,
The response to negative feedback can
etc.” Children’s encourages people to
carry equal or more weight than posi-
participate in its various social media
tive consumer engagement programs.
forums including Facebook, YouTube,
“Today, your organization’s digital
Twitter, and its blogs, but warns them
identity is your identity,” said Mark
against posting medical information
Langsfeld, co-founder of the social busi-
and considering information posted as
ness intelligence company ListenLogic.
medical advice. (See Figure 13: “Week
“The press is following what people do
in the life of social health” for other
on the web. Before, the press is what
ways organizations are engaging in
drove these insights, and now it’s flip-
social media.)
flopped. Consumers are driving what
they want as a whole community.”
20
PwC Health Research Institute
| Social media “likes” healthcare

ADVERTISEMENT

00 votes

Related Articles

Related forms

Related Categories

Parent category: Business