Discussions

Top priorities to leverage the power of social media

Posted by nasarwanji @nasarwanji, Mon, Jun 24 2:26pm

Hello from the UK.

I’m about to start a new job at a reputable private hospital group as Marketing Manager at one of their smaller hospitals (30 beds, specialising in fertility treatments, orthopaedics, and ophthalmology amongst others).

The hospital’s social media presence is mostly limited to Facebook, with approx 250 followers and little to no engagement with their posts that are posted roughly 3 times a week.

What would you recommend my 3 top priorities should be to leverage the power of social media when I start my new role?

Thanks.

What’s the hospitals mission priority? Ie more patients/surgeries? Recruiting? Profitability? Increased public funding? Etc. usually 3 people need to weigh in – the ceo, The coo, and the Chief Medical Officer; then it’s easier to answer your question. However, assuming it’s more patients, start with the website functionality- ie if you had the ability using social media to drive a thousand people to a our website, would that even be worth it?

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Hi Matthew, Thanks for the point on the website – I’m sure there’s more that can be done to improve it. The group’s mission is to advance, promote and maintain health and healthcare and prevent, relieve and cure sickness and ill health. I would imagine the priority at the moment would be more patients. Once the website is optimised and effective how would be best to use social media to drive people to our website? Do I focus on creating content and increasing post frequency, focus on increasing followers, improve post engagement or something else?

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OK. Let’s talk first about IVF.

What makes this hospital the place to go – that is, what is the key differentiator? Here I find this question needs to be dragged of people, but here’s the type of things to look for. Do you have the high rate success rate in the country? Do you provide a concierge experience better than others? Are your IVF docs all women? Do you do procedures that are only done in 1-2 other places.

If you can clearly point to objectively superior differentiators, then focus on content creation around these subjects; if you can’t, then I would focus on “trust” – especially for IVF, and for hat I ours focus on video content. (Ex: A YouTube Video on a first IVF appointment, a YouTube Video of your IVF docs (and nurses) around why they do IVF. A day of the procedure Video, and if at all possible, 2-3 testimonial videos. Apr from a YouTube home, you can use these for Facebook and the website. Of note – and beyond me – IVF May be one of the areas to build a specific closed group community nifty around using social media – one of Mayos strengths – but this could likely need a physician presence.

Capturing Ortho patients will be a little different. For urgent issues ( Broken wrist, etc you don’t have to do too much), but for elective surgeries (knee replacement, hips, hand,…) you may want to focus more on the referral network B2B). Look at Cleveland Clinics Homepage and see how easy they make it for referral docs to refer. Here, to strengthen B2B I would make sure you have every local referring orgs Twitter account and have a low threshold for retweeting them with positive comments. “Trust” videos for self referrals also would help. Getting some stats on how the patients are currently coming in will help in setting priorities.

General ideas for Facebook – until you have a strong, detailed understanding of the business model, I would stick with lighter community friendly branding.

For Twitter – any physician twitteratti already in your org? Does your CEO tweet? should she/he?

Can you identify any strong want-to be bloggers/podcasters in your org? There can be a synergy where a doc gets to use your platform to build their brand, and you use hers to build yours. It’s a delicate relationship, but when it works it can rock.

LinkedIn. Is it a high quality recruiting page? Is it run by HR? Does it need help?

Anyway, hope these ideas are a start!

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As always, @matthewrehrl is offering some stellar advice. I can not over-emphasize his point that you start with strategy – and especially how you can differentiate your hospital from your competition. Among the resources we offer for the Network is the Strategic Planning for Social Media Worksheet and Template. You can find these documents on this page: https://socialmedia.mayoclinic.org/resources-1/

Depending on the size of your team, you're going to need to prioritize Matthew's suggestions. Are you a follower of the brilliant Seth Godin? He's made a career of emphasizing that you start with content that's interesting and useful. Keep that in mind as you create your strategy.

@angela_k_moore has been wrestling with some of these same questions. Angi – can you share any insights here? @alyssageisler @lbachelder – any suggestions?

@nasarwanji Which of these ideas seems to resonate with you the most?

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@matthewrehrl @DanHinmon some really great gems there! Thanks so much for breaking it down – this is definitely going to keep me busy in my first few months! I'll be sure to start with the strategy involving the CEO, COO & CMO as well. Thanks Dan for pointing me to the resources – some great content in there! Looking at other private hospitals' social media presence here in the UK (where our National Health Service – NHS – account for a huge portion of healthcare, and private hospitals operate very much in the elective arena or where waiting lists are too long) there doesn't seem to be as much an emphasis on social media playing a part in marketing as some of the more traditional methods. Really refreshing to see places like Mayo & Cleveland really pushing the boundaries with using social media and showing the rest of us how it's done.

I suspect content creation for IVF differentiators will go down well, especially as the service is moving to a new dedicated premises later this year – this definitely resonates with me along with the closed group community – I currently work at a musculoskeletal clinic and have had great success getting one of our clinicians to manage a social community around their speciality. I'll be sure to keep an eye out for any talented doctors in this area.

@angela_k_moore @alyssageisler @lbachelder if you can share any insights from your experience that would be fantastic.

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@matthewrehrl

OK. Let’s talk first about IVF.

What makes this hospital the place to go – that is, what is the key differentiator? Here I find this question needs to be dragged of people, but here’s the type of things to look for. Do you have the high rate success rate in the country? Do you provide a concierge experience better than others? Are your IVF docs all women? Do you do procedures that are only done in 1-2 other places.

If you can clearly point to objectively superior differentiators, then focus on content creation around these subjects; if you can’t, then I would focus on “trust” – especially for IVF, and for hat I ours focus on video content. (Ex: A YouTube Video on a first IVF appointment, a YouTube Video of your IVF docs (and nurses) around why they do IVF. A day of the procedure Video, and if at all possible, 2-3 testimonial videos. Apr from a YouTube home, you can use these for Facebook and the website. Of note – and beyond me – IVF May be one of the areas to build a specific closed group community nifty around using social media – one of Mayos strengths – but this could likely need a physician presence.

Capturing Ortho patients will be a little different. For urgent issues ( Broken wrist, etc you don’t have to do too much), but for elective surgeries (knee replacement, hips, hand,…) you may want to focus more on the referral network B2B). Look at Cleveland Clinics Homepage and see how easy they make it for referral docs to refer. Here, to strengthen B2B I would make sure you have every local referring orgs Twitter account and have a low threshold for retweeting them with positive comments. “Trust” videos for self referrals also would help. Getting some stats on how the patients are currently coming in will help in setting priorities.

General ideas for Facebook – until you have a strong, detailed understanding of the business model, I would stick with lighter community friendly branding.

For Twitter – any physician twitteratti already in your org? Does your CEO tweet? should she/he?

Can you identify any strong want-to be bloggers/podcasters in your org? There can be a synergy where a doc gets to use your platform to build their brand, and you use hers to build yours. It’s a delicate relationship, but when it works it can rock.

LinkedIn. Is it a high quality recruiting page? Is it run by HR? Does it need help?

Anyway, hope these ideas are a start!

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WOW, great answer

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Good stuff here… I would make sure you sketch out personas for your organization so you know who you are trying to reach. This will back your advice to use/not use a certain platform or strategy.

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