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Social media – #hospitals

A recent issue of Hospitals & Health Networks (H&HN) featured a gatefold article on hospitals’ growing use of social media – Facebook, Twitter, YouTube, etc. – not only to create a presence for themselves in that most fluid and intimate of communications market, but also as a tool to promote healthier habits in 140 characters or less.  According to the Mayo Clinic’s Social Media Health Network, there are just under 1,300 hospitals with active Facebook pages.  Other venues include Twitter, YouTube, LinkedIn, and blogging.

But it’s not just hospitals who are using social media to discuss health care and health care services.  Consumers (a/k/a patients) are also sharing their experiences – both positive and negative.  A survey conducted by PricewaterhouseCoopers found that consumers are only slightly more likely to share a positive experience as they are a negative experience about any one of the following:

  • The care they received at a hospital or other type of medical facility
  • Their experience with a particular medication or treatment
  • A particular physician, nurse, or other health care provider
  • The level of customer service offered by their health insurer
  • The cost of their health insurance
  • The coverage offered by their health insurance
  • The cost of care received at a hospital or other type of health care center

Social media: what your hospital should know.  Hospitals & Health Networks.  88(2):41-48, February 2014.  Full text available at http://www.hhnmag.com/inc-hhn/pdfs/2014/GAT_SocialMedia_feb14.pdf

Other sources cited in the article:

Social Media Health Network: http://network.socialmedia.mayoclinic.org/

Computer Sciences Corp.  Ready to Interact: Social Media Use by U.S. Hospitals and Health Systems.  2012.  Full text available at http://assets1.csc.com/health_services/downloads/CSC_Survey_Social_Media_Use_by_U.S._Hospitals_and_Health_Systems.pdf

PricewaterhouseCoopers.  Social Media “Likes” Healthcare: From Marketing to Social Business.  April 2012.  Full text available at http://www.pwc.com/us/en/health-industries/publications/health-care-social-media.jhtml (free registration required)

Society for Healthcare Strategy & Market Development.  Optimizing the Use of Social Media: A SHSMD Panel Study.  Parts 1 and 2.  Full text available to SHSMD members at http://www.shsmd.org/resources/prcomm/reports.shtml

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