Social Media "Likes" Healthcare: From Marketing To Social Business (Report) - Pwc Health Research Institute Page 9
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40“ If you want to connect with people and be
part of their community, you need to go
where the community is.”
Ed Bennett, University of Maryland Medical Center
Social media changes
achieve their goals.” For example, last
year Aetna partnered with a social
online dialogue
media company to offer members
from one-to-many to
Life Game, an online social game to
many-to-many, at a
help engage people to achieve their
phenomenal speed
personal health and wellness goals.
In the past, a company would connect
The term “social media” is used
with its customers via mail or a website,
widely, but remains ill-defined.
but today’s dialogue has shifted to
This instantaneous communica-
open, public forums that reach many
tion channel consists of four unique
more individuals. Early adopters of
characteristics that have changed the
social media in the health sector are
nature of interactions among people
not waiting for customers to come to
and organizations: user generated
them. “If you want to connect with
content, community, rapid distribu-
people and be part of their community,
tion, and open, two-way dialogue.
you need to go where the community
Common platforms are Facebook,
is. You need to be connecting before
Twitter, and YouTube. In health,
you are actually needed,” explained
examples of community sites include
Ed Bennett, who oversees social media
Caring Bridge, Daily Strength, and
efforts at the University of Maryland
BabyCenter.
Medical Center.
The health industry has been slow to
And social media is becoming a plat-
embrace social media, but is begin-
form for internal discussions as well.
ning to see the benefits. In extensive
“Our employees and physicians have
interviews with industry leaders, HRI
had fruitful and provocative discus-
found many social media converts.
sions using IdeaBook, our internal
Aetna, one of the nation’s largest
social collaboration tool. The capacity
insurers, is among them. “Engagement
for this candid internal collaboration is
is so important, but can be hard to
crucial for our organization and essen-
achieve,” said Meg McCabe, Aetna’s
tial to effectively running an organiza-
head of consumer solutions. “We’ve
tion in the 21st century,” said Vince
been piloting several new social
Golla, digital media and syndication
health platforms, and we’re seeing
director, Kaiser Permanente.
that they can really make a difference.
Building connections among people
with similar health challenges gives
us a much better shot at helping them
An in-depth discussion
7
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