Social Media "Likes" Healthcare: From Marketing To Social Business - Health Research Institute, April 2012 Page 20
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40much more than media, it’s a social
Figure 11: Benefits of the digital social environment
strategy.” (See Figure 11 for indi-
vidual and company benefits of the
digital social environment.)
Individuals
Healthcare companies
– View what others are experiencing in terms
– Demonstrate timely and thoughtful
Aetna is approaching social media in
of symptoms, reactions to treatments
responses to problems
three ways, said McCabe: “Becoming
– Feel supported and not alone
– Understand in-between visit conversa-
a social business in how we leverage
tions, behaviors, feelings
– Research information to help ask better
social technologies to collaborate
questions to providers, insurers and others
– Reach a new audience for health
education and service
– Find real-time information and exchange
within the organization, devel-
for a network of information
– Delegate spokespeople and lay
oping a social brand in the way we
referral agents
communicate and engage with our
customers, and encouraging social
Source: PwC Health Research Institute
health within public or private
How health organiza-
communities to empower others
to lead healthier lives.”
tions are evolving
from social media
Another example of converting
marketing to social
social media into business strategy
business strategy
is Mercy’s experiment with the
customer referral concept. “We’re
Marketing typically owns social
trying to capture the word-of-mouth
media in the beginning, but that
referral patients use all the time and
soon evolves. In HRI’s survey of eHI
make it easy to do via social media,”
members, 82% of respondents said
said Brad Herrick, director of digital
their social media efforts are managed
marketing at the 28-hospital system
by marketing/communications.
in the Midwest. Mercy is creating
However, as an organization’s social
an application that allows people to
media use grows, its purpose quickly
“share” their doctors on Facebook,
morphs into customer service, inno-
and the physician’s Mercy profile will
vation, and service/product devel-
appear on an individual’s Facebook
opment. “As people go through life
page. “Once our physicians agree
events and their health journey, they
to have their Mercy profile shared,
have changing interests in health,”
they don’t need to do anything
said Ann Sherry, senior director of
else — this allows them to be some-
Kaiser Permanente’s Internet services.
what social media savvy even if they
“They want and need different tools
don’t have their own professional
and different interactions. To say
Facebook page.”
we are going to have a social media
strategy would not be enough — it’s
18
PwC Health Research Institute
| Social media “likes” healthcare
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