Social Media "Likes" Healthcare: From Marketing To Social Business - Health Research Institute, April 2012 Page 33
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40Whether you’re a provider, insurer,
you. Starting a relationship with
Innovate
medical device, or pharmaceutical/
consumers when they are healthy
• Establish enterprise social
life science company, you can benefit
builds a foundation for when
media: Internal collaboration
from more active online engagement
they are ill.
forums can help organizations test
with consumers. In the coming years,
the social media concept within the
thoughtful and deliberate use of social
Adapt internal operations
walls of the organization before
media will be an increasingly impor‑
• Shift from silos to networks:
establishing an external presence.
tant element of a health industry
Social media is not just a market‑
organization’s business strategy.
• Create a forum to turn listening
ing tool. Invest in a social media
into innovation: Companies need
“hub” to coordinate with legal,
Embrace social media as a
to make sure there is a process for
IT, clinical, customer service,
mindset, not just a channel
innovation to be heard and adopted.
and other functions.
• Take a disciplined approach
• Collaborate across the industry:
• Revamp processes to be relevant
to planning your investment
:
Take advantage of social tools to
9
at the point of need: Healthcare
Consider the following factors when
exchange ideas and coordinate care
tends to work in linear and often
determining the value of social
inside and outside the traditional
lengthy process, but social media
media to your business — What is
healthcare system.
promotes a non‑linear, instanta‑
the financial impact on revenue or
neous experience. Market research,
costs? Has brand image and engage‑
customer service, and IT staff may
ment improved? Is the organization
Embrace social media as a
need to be retrained and new skills
mindset, not just a channel
better prepared to manage reputa‑
sets may need to be procured.
tional risk with an established social
media presence? Have digital assets
Turn social conversations
been increased or enhanced?
Adapt
into insights
Expand your
internal
Innovate
role
• Establish goals focused on
operations
• Don’t just talk and listen; analyze
in care
trust and transparency, not
and integrate: Listen beyond your
just ROI: The immediate return
organization’s Facebook page or
of social media may not be quan‑
blog, and develop a strategy for
Turn social conversations
tifiable in profits, visits or sales.
ensuring that conversations are
to insights
However, it can impact a brand by
viewed as insights and transformed
establishing trust and transpar‑
into action.
ency with customers.
• Sift through the noise of social
• Focus on being accessible
data: Companies have an oppor‑
and relevant: Combine social
tunity to engage IT and work
media plans with an online and
with analytics to discover ways to
a mobile strategy to ensure you
integrate social data with existing
are with patients when they need
systems, databases, and tools.
9 The Power of social media: How CIOs
can build business value using social
media, PricewaterhouseCoopers
Technology Consulting Services, 2011
What this means for your business
31
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