Using Social Media Platforms To Amplify Public Health Messages (White Paper) - Ogilvy Washington, Georgetown University'S Center For Social Impact Communication Page 14
ADVERTISEMENT
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17■ manage but don’t control dialogue.
When it comes to
WHAT SOCiAl mEDiA NETWORKS
AUDiENCE iNSiGHTS ON HEAlTH SySTEmS AND
3. Summary Conclusions
DO HOSpiTAlS pREfER?
HOSpiTAlS fOR pUBliC HEAlTH-fOCUSED
social media, nurses value insights and feedback from
SOCiAl mEDiA OUTREACH
patients and fellow nurses alike. Thus, social media
Select
C
communities and tools designed for nurses should
Hospitals’ use of social media platforms grew
Traditional
Social marketing is rooted in the belief that greater
exponentially between 2009 and 2010. among
enable everyone to learn and share, provided that the
■ Turn providers into advocates.
Channels
a sample of 660 hospitals in the U.S. who
audience engagement translates into more powerful
information given remains transparent. attempts at
research has demonstrated that a growing
utilize social media, 507 utilize Twitter, 459
solutions and interventions.
5
Social networks help
controlling the conversation may drive nurses away,
number of americans are seeking information
Radio
utilize facebook, 308 utilize YouTube, and 85
facilitate engagement, and with the advent of social
and diminish the value of the social media application.
utilize blogs.
online about where to obtain health care.
“Mom
Television
media networks online, people’s participation in social
interact a
accordingly, a hospital’s affiliated providers should
parent
marketing interventions is now greater than ever.
■ Create a climate that facilitates education and personal
be given social media tools to communicate with
Print
throug
information sharing.
nursing is a very personal profession,
potential patients about the type of care they can
Public health programs have leveraged this growth,
Direct Mail
and nurses often create patient composites – a mash-up
expect to receive at a particular facility, as well
Association or
and are successfully adopting platforms such as
Twitter
as convey reliable public health information to
of several similar patient experiences into a single
P
One-on-one outreach
professional
facebook and YouTube to influence and change
patient – when discussing their experiences online.
members of the hospital’s community. Physicians
society
people’s behaviors for the better.
37
feeling that we
Other nurses can learn from these composites and
and nurses can become a hospital’s strongest
Event marketing &
have the right information to live healthier, more
traditional media outreach
share them with each other.
advocates through social media platforms such
fulfilling lives is empowering, and social media can
as blogs and podcasts, all of which can be made
Nurses c
fuel that sense of empowerment.
but nurses are also interested in connecting with one
available through a hospital’s website.
stories th
Facebook
social m
another and sharing stories about their day-to-day lives.
Physician
Select
portals
but not all of us are “e-patients” connected to a vast
excl
Ideally, a social media network geared towards nurses
■ Communicate intentions and expectations.
Digital
social network of public health information online.
should enable them to do both.
Health care facilities that utilize social media
Channels
should clearly communicate their social media
In
If social marketing is truly about protecting and
2.2.3 Health Systems and Hospitals
policies and procedures to their leadership,
Websites
improving the wellbeing of others, we must identify
staff and patients. This may be done in writing
YouTube
Drug reference
40%
ways to reach and engage those who are not
or via the hospital’s website or blog, if one exists.
tools or
Health care systems and hospitals are a critical audience
E-mail
actively seeking public health information through
databases
Clearly displaying social media policies eliminates
for social marketers and public health communicators. They
35%
the Web. Perhaps giving providers and consumers
The Cent
Text messaging
confusion regarding the intent of a hospital’s social
house patients on their journey towards wellness and often
and Pr
an equal share of voice in the development of
media efforts, and helps mitigate potential risks.
serve as trusted authorities for public health information.
positio
Optimized press releases
public health messaging and interventions will help
Blogs
30%
blog po
available via the Internet
us overcome this challenge. Social marketers will
network
■ look to social media in a crisis.
Given that
The number of hospitals adopting social media technologies
undoubtedly be using social media technologies
for li
Online journals
social media technology can enable two-way
has skyrocketed in recent years.
Social media platforms
Social Media
35
25%
to seek and find the answer.
communications in real-time, it can be a valuable
such as facebook, YouTube and Twitter are now being used
100
300 400
500 600
0
200
Networks such as Facebook
tool for a hospital during a public health crisis.
in customer service, media relations, and provider recruitment
and MySpace, message boards
20%
In
More specifically, social media platforms can be
efforts. for example, the Mayo Clinic in Minneapolis has
and forums, blogs, wikis,
Sources: Ogilvy, 2010; ed bennett.org, 2010
used to recruit medical volunteers to a disaster site,
podcasts, photo services such
created a facebook fan Page and Twitter feed dedicated
as Flickr, video services such
15%
rapidly convey critical information to a community,
Literature
to helping people find a job at the Clinic. Job seekers can
as YouTube, and status update
databases
and align response efforts on the ground.
see status updates on new openings, or post comments
services such as Twitter.
Mothers
after the crisis has subsided, the goodwill created
10%
or questions about working at one of the Clinic’s facilities.
(MADD)
by these types of social media-based response
about dr
0%
20% 40%
60% 80% 100%
efforts can result in a hospital becoming a more
on it
ed bennett, director of Web Strategy at the University
5%
trusted source of public health information
of Maryland Medical System, has estimated that the
among its constituents.
social media adoption rate among hospitals in the U.S.
0%
is approximately 53 percent.
The rate of adoption is
36
heavily skewed to larger hospitals, but this may change
2007
as more facilities gain a better understanding of the
low-cost benefits social media applications can provide.
2010
Patients are also responding to hospitals’ efforts. nearly
one-quarter of e-patients already consult rankings or
reviews online of hospitals or other medical facilities.
4
Still only four percent post a review of a hospital online.
4
22
23
ADVERTISEMENT
0 votes
Related Articles
Related forms
Related Categories
Parent category: Business