Facebook, Twitter, YouTube and other social networking sites were once used solely by teenagers and young adults. But now, almost 65 percent of all American adults are users, according to the Pew Research Center.
Many hospitals have likewise jumped on board. According to the November/December 2014 issue of the Journal of Healthcare Management, seven in 10 hospitals are using social media. That puts them in a better position to establish relationships with patients (current and potential ones), reach them with educational materials, and promote hospital awards and services.
To ensure your hospital has the right social media strategy in place to enjoy those benefits, here are a few guidelines that can help:
1. Know your purpose. What are you trying to achieve through social media? Are you hoping to attract potential customers, share recent medical news and information, or engage with current patients? Different social media outlets may serve different purposes—a Facebook page may be the best way to engage and attract new and current patients, for example, while a blog or Twitter account is more useful for sharing medical news and updates.
2. Share relevant, current content. Be strategic about what you post. The Pew Research Center says that more than 70 percent of Internet users report going online to find health information. Use your social media platforms to provide information about healthy living and your hospital, as well as medical updates and news. Methodist Healthcare in Memphis, Tennessee, posts office hours and closings, wellness tips, contests and giveaways, and even recognizes outstanding employees, on its Facebook and Twitter pages.
3. Engage your audience. Social media shouldn’t be just a marketing tool; it should also be a way to engage patients and family members. Ask patients to submit general wellness questions via Facebook or Twitter, and then post videos with answers from your top physicians. Or, post stories that are positive and uplifting. For example, on Dec. 22, 2015, Hackensack University Medical Center shared photos on Facebook of New York Giants quarterback Eli Manning and kicker Josh Brown bringing gifts to kids at the Children’s Cancer Institute in Hackensack, New Jersey.
4. Use caution. The Health Insurance Portability and Accountability Act (HIPAA) gives patients control of their protected health information and forbids the sharing of anything via social media that could expose their identity. Never post a photo of a patient, or information about a patient, to any social media site without first obtaining that individual’s written consent. In addition, refrain from answering specific medical questions via your social media channels so they are not seen as a replacement for consultations with a healthcare professional.
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