We’re pleased to welcome Rady Children’s Hospital – San Diego as the newest corporate member of the Mayo Clinic Social Media Network.
Rady Children’s is a nonprofit, 524-bed pediatric-care facility dedicated to excellence in care, research, and teaching. They are the only hospital in the San Diego area dedicated exclusively to pediatric healthcare and the region’s only designated pediatric trauma center.
In affiliation with the University of California, San Diego School of Medicine, Rady Children’s is also the region’s teaching hospital and a major pediatric clinical research center.
Karen Clayton is manager, marketing communications, for Rady Children’s. Prior to joining Rady Children’s in January, she held a similar position at Rush Health in Chicago.
Nine Team Members Support Marketing
Rady Children’s has separate marketing teams for the hospital, the foundation, and the genomics institute. Nine employees support marketing. “Since we’re the only children’s hospital in the region, we don’t invest in a lot of traditional advertising,” Karen explains. “Instead, we put a lot of effort into earned media. We have really good relationships with the press, and our physicians are featured as experts.”
That emphasis also means that the hospital marketing team has a tight budget. “That’s one reason we really need to learn how to enhance our social media presence,” Karen explains. “We have a lot of patients and providers who are very active on social media. I see social as a way to coordinate and bring everyone under the same mission and strategy in order to tell the Rady Children’s story. It’s an area where we can make a real impact.”
Right now, different team members manage Rady Children’s Twitter, Facebook, Instagram and LinkedIn accounts. “There’s a bit of a disconnect,” Karen says. “We could use a little more organization, but it ends up tapping into everyone’s strengths. We cross cover and help and support and feed each other’s work.” The team is also supported by two graphic designers and a marketing assistant.
Why a Corporate Membership in the Social Media Network?
Rady Children’s chose a corporate membership for a few reasons. “First,” Karen says, “I feel like I have a lot to learn about social media. If I’m going to support my team and help Rady Children’s use it more effectively, I need to boost my skills and resources.”
“Second,” she says, “I want these opportunities for learning and advancement for my staff. We can provide this to my staff and other managers and leaders across the organization as an opportunity to enhance their resumes.”
Karen looks forward to introducing the Social Media Basics for Healthcare Certificate to the organization. As a corporate member, the certificate is open to anyone at Rady Children’s. “That’s another feather in their cap for their experience.”
Another benefit: “Whenever anyone wants to set up their own page we can require that they complete the certificate. Hopefully, they’ll have a new or better understanding of how social media works so they won’t feel the need to go rogue.”
Tackling a Major Initiative
The membership and certificate can also help Karen tackle her biggest objective. “The area I’d like to see change the most,” she explains, “is empowering physicians. We can let them know how they can use social media to be their own ambassadors as well as ambassadors for Rady Children’s and work more collaboratively with my team. I am so inspired by their amazing work. Opening those lines of communication would be a great outcome of this membership.”
As an added benefit, physicians who complete the Social Media Basics for Healthcare Certificate can earn 3.5 CME credits.