Posted in Hospital Marketing

Do Hospital Blogs Lose Credibility by Accepting Paid Advertising?

The Healthcare Marketer

Earlier this year, Mayo Clinic received some fairly harsh criticism for accepting paid advertising on its blog. You can read one example of that criticism in an article from Mark Schaefer titled “Lessons from a horrible social media strategy.”  Here’s a quote from Mark’s article, but read the whole thing to understand the context:

“Here is a word I rarely use on my my blog: Stupid.  But I think it is an unavoidable description when an organization sells the soul of their brand for a few advertising dollars with a mindless strategy of advertising children’s clothes to women who have just lost their child.”

As Mark points out, one of the challenges with accepting advertising and having it appear on the same page as health content, is that at times it will make you appear to be stupid and you run the risk of offending readers when the ads…

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Posted in #HCSM, Facebook, Hospital Marketing

Healthcare Marketing: Customer Service Expected Component of Social Media

MARKETING YOUR HOSPITAL

Almost half of Facebook followers of your brand expect a customer service component.

Consumers are expecting brands to provide customer service options in their social networks.  A survey conducted by Oracle found that online users of social networks expect pathways to customer service from the social media site.  The expectations include click thrus to customer service departments and instant messaging.

Forty-six percent of Facebook users expected brands to provide customer service options through the social network.  Twenty-nine percent of blog followers expected customer service options compared to just seventeen percent of Twitter followers.

Not only do consumers expect customer service options, they also expect quick responses.   Over half of Facebook users and eight out of ten Twitter users expected responses within 24 hours or less.  Social media is always on and responses to concerns and issues are expected quickly.

The most common reason to follow or like a…

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Posted in #HCSM, Hospital Marketing

Why hospital social media matters

See on Scoop.itHealth Care Social Media Monitor

When a patient at the Thomas Jefferson University Hospitals’ Headache Center complained on Twitter about a long wait, Jefferson Director of Social Media Josh Goldstein was monitoring the Jefferson brand on Twitter at the time. Goldstein, who was off campus, immediately texted the interactive marketing team to go the waiting room and find the patient. It turned out the patient had never signed in at the computer kiosk.

See on www.fiercehealthcare.com

Posted in #HCSM, Hospital Marketing

PwC report shows importance of social media to healthcare

See on Scoop.itHealth Care Social Media Monitor

One-third of consumers use sites such as Facebook, Twitter, YouTube and online forums to find health-related information, track symptoms and broadcast their thoughts about doctors, drugs, treatments, medical devices and health plans says a recent report by the Health Research Institute (HRI) at PricewaterhouseCoopers (PwC) US.