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Wed, Feb 19 4:59pm · Sub Social Pages - Offices/Doctors within the Network in Strategy, Policy & Best Practices

Do your docs want to connect with patients, or with other docs? In our experience, esp if it's the latter, we would recommend they consider Twitter. It's easier to manage with fewer moving parts, mistakes are easier to erase, and the learning curve is shorter. You aren't going to be able to really 'manage' hundreds of docs, are you? (And can you stop a physician from having a social media account?)

The attach might be helpful.

Tue, Feb 18 12:15pm · Twitter Engagement Rates in Strategy, Policy & Best Practices

Regarding 'culturally extremely difficult'… YES! It's one thing to have people agree that it's a good idea, but it's an entirely different challenge to get them to do it. I think the first step is to have the hosp mktg/comm team know who the active social media doctors are (they often don't) and then figure out how to engage them. Some are doctors that are too busy to bother, but there will be others that are extremely savvy and coordinated about their soc media strategy. Then supply that latter group with important content (like CDC data and tweets, or links to key content and landing pages.)

And to support your point, I had a conversation with a physician the other day who complained about how the hospital will readily post news about a bake sale but won't retweet their latest journal publication or symposium presentation. So the cultural obstacles are both common and need to be addressed.

Also, in our experience, 1/3 to 1/2 of a given physician's followers are fellow clinicians, which is THE critical demographic for referrals and those all-important US News votes. Which means getting a coordinated strategy with your doctors should be a priority.

Tue, Feb 18 10:20am · Twitter Engagement Rates in Strategy, Policy & Best Practices


Pardon me for being late to this conversation, but we see Twitter as having tremendous value in driving referrals and US News rankings. A largely untapped asset inside the hospital are the social media engaged physicians on staff. They're posting, collaborating, engaging on a regular basis, and in most cases their followers are fellow physicians…who are likely to provide referrals AND who vote in the annual US News survey. Which is going on right now.

I've include our engagement rate and a copy of an essay that goes into more detail about how to think about Twitter.

Thanks for posting this. A fascinating thread!


Sep 26, 2019 · Conferences? in Give & Get Advice

I attended HMPS this year and it was excellent. I'm adding the Mayo conf next year. HIMSS is huge, so easy to get lost in it and really need a strategy if you're trying to meet with people.

Sep 25, 2019 · Need Help with a New Product Rollout in Give & Get Advice

For those that are curious, here's an example that will be rolling out in the next couple of weeks. Basically, it allows a visitor looking for more specific information about a procedure to connect directly with the institution.

I'll gladly take any comments, critique, or questions. And thank you again for the feedback already shared.


Sep 24, 2019 · Need Help with a New Product Rollout in Give & Get Advice


As always, your comments and insight are spot on. As the folks at Y Combinator say, figure out what a 10x value-to-cost price is and then adjust accordingly. We'll basically take your last paragraph and put it to work.

Thank you!


Sep 24, 2019 · Need Help with a New Product Rollout in Give & Get Advice


Thanks for this, and you're confirming my suspicions.Ultimately, we'll need to measure this in conjunction with some of our early adopters. As we progress, I hope to be able to share some of our findings with the group.

Again, thanks!

Sep 23, 2019 · Need Help with a New Product Rollout in Give & Get Advice

I hope that the MCSMN brain trust can be of help here…

We've developed a new feature on our site( that will enable a health system to receive targeted web traffic. (Specifically, visitors that have shown interest in a particular topic/procedure/diagnosis).

My question is this: How do health systems place a dollar value on web traffic? In particular, is there a value that can be assigned to a visitor that comes to a landing page for infertility, or laparoscopic surgery, or celiac disease? (By way of example, a regional hospital marketing person once explained that a bariatric surgery lead was worth ~$500 to them.) And are there any particular considerations that health system marketing folks take into account as they look to drive web traffic and engagement?

Any insights or advice that folks can share would be greatly appreciated!

Thank you,


@gumcengagement @matthewrehrl @hackensackmeridianhealth @sarahcollins @kaufeltkm @reedsmith @DanHinmon @nasarwanji