Connecting Hospitals With Their Doctors Through Social Media

Throughout my years advertising for hospitals and healthcare systems, I continually hear of the challenge of including the doctors in the hospital’s advertising.  I believe this to be one of the marketing department’s greatest ongoing challenges.   You would like to incorporate your medical professionals in your ads, billboards and commercials but you can’t very well cover all of them and their individual specialties. An ideal way you can play “everyone wins” is utilizing your social media to allow your doctors to engage both you and your patrons.  Creating a social media program that creates a synergy between your hospital and that doctor on various social media outlets empowers them to feel included and share their voice.  The beauty of offering a range of social media options to your doctors to engage you provides them the ability to partake in the marketing and advertising as much or as little as they may like.

Utilization of Twitter, Facebook, Linked In, You Tube and blogging gives the hospital a number of opportunities to exchange information with its doctors and have them help grow your social media footprint and their recognition with your hospital. By doing so you create the “marketing trifecta” as I like to call it. You are tackling recruitment, doctor outreach and community awareness. It’s a virtual slam-dunk!

Forums are a great way for people to come to your website, but if you just want to make it so that you can show other professionals what best practices are at your hospital or how your doctor’s work through challenges that they face as a group, online social communities offer a great outlet for this.  Your social media site becomes not just a posting board, but a resource and guide for other healthcare professionals.  You are inadvertently aiding the medical community in creating forum of learning what protocols work for your organization’s doctors and how you are participating with the doctors you have. Through Facebook, blogging or even through Linked In you can create social communities with your docs within your own hospital or system.  Doctors can begin to identify each other outside the cafeteria and understand research, new techniques or best practices that their colleagues are using. 

Creating social media sites that have information geared towards doctors also aids your recruitment efforts.  You have a great venue to share your accomplishments and accreditations with doctors who may be in the area, but not informed of the strides your staff and hospital are making.  Sharing the experiences your MDs have at your hospital via YouTube as well as through Linked In discussions can also show in real time the benefits of being a doctor at your facility. 

Twitter is a great resource to assist you in your communication with not only doctors but also healthcare professionals as a community.  When followers re-Tweet your information this garners attention a very diverse demographic of potential clients and healthcare professionals. By engaging your doctors on this platform, they can have their patient base get access to information from your sites, through your doctor.  This is a great way for the patients to link the great docs you have, to your hospital. Via Twitter you can engage MDs around the country and even the world. Imagine what that can do for your recruitment efforts to get the best and brightest in their field!

A Linked in strategy imparts itself very well to the recruitment process.  Joining MD groups, healthcare recruitment groups and medical career groups give you access those who are not only looking for jobs, but who may just want to know just a bit more to get them interested in your facility.  You can also search professionals easily with the criteria you are looking for and what the candidate offers. By having an active presence on Linked In you don’t let those great candidates get away.

 Another great attribute of social media is that the doctors can be responsive as much or as little as they would like.  They can re-Tweet you to their followers, comment on your Facebook wall, find like-minded professionals on your Linked In group, guest blog or even tag a YouTube video they created linking their practice to your hospital.  This approach establishes an ongoing relationship with them where traditional media may be more of a challenge.  By the same token, Facebook, Twitter, Linked In and You Tube keeps them up to date on events, new programs, new hospital protocols, new technology and foundation pushes. I find that even sharing foundation donation dollars earned, where they are appropriated and plans for additions or renovations via social media is a great way to get your doctors excited and talking about your hospital.

Once you have social media plan of attack for your doctors in place the last steps are probably them most important. Before you embark on this journey you want to make sure you have the compass and the light for the trip; a dedicated resource to man the social media sites and their responses and a social media policy for all doctors and staff.  When you author a social media policy you want to make sure, like with your workplace code of conduct, the employees know what your expectations are of their use of social media as it applies to your organization, facility and patients.  You will also want to Google your hospital and the doctors you work with just to see what is coming up in the queue. This activity helps build for great benchmarks to see how your social media is growing and where you can maximize your reach.

In the great spirit of reciprocity, you also want to set up Google Alerts for the doctors so you can so you can see what they are doing in the community that you can share on your social media sites.  This allows you to share their research, charitable giving and new therapies and shows that you are supporting your doctors through diverse media outlets.

It is not an overwhelming challenge to impart these social media outlets to your marketing and advertising program.  If you have a good strategy, set benchmarks, devote a resource and are willing to get to know those in your network, you are only strengthening your social media outreach. If you also take the time to educate your doctors on the social media avenues that you are pursuing you make them more savvy and get an even greater return on your social media presence.

- Chris Manzella, ceo, Social Matrix Marketing

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@SavySocialChris

Tearing Down the Walls Around Social Media

I don’t know how many of you have moved when you were a child. I did. And boy was it interesting.  My parents moved us out of a fairly urban area into what they thought was suburban, and we thought was the woods.  I felt a bit like fish out of water.  We were new to the town, new to the school and totally new to the concept that the school was shooting for. 

The elementary school had been built in the 70’s (Not that the orange ribbed carpet wasn’t a dead give away).  The concept of the school was that there were to be no barriers between the classrooms.  There were floor to ceiling perimeter walls between the classrooms and the elements outside but, in each of the classrooms, merely a two or even three-foot wall existed.  Each student could not only peer into the class next to his or her’s, but they could see clear what the next grade was doing! This revolutionary idea didn’t seem to take off with my sister and me immediately. How on Earth, after 5 grades of school learning in a virtual box could I possibly ever get used to this? It was ludicrous! I thought I was being cheated out my education. The classes were harder here and now they are going to add the challenge of not listening to the 80 other voices around me? Good grief.  

The first few weeks were a challenge but as time went on, I noticed what was going on in the classes next to me. I even began to be focus on just what I was learning, as opposed to wondering what was in store for me in the upcoming grade. Well, needless to say, after a few weeks, I was surprised that a change of perspective occured. It was if the walls had never been there.  In the end the biggest barrier to adjusting to this new environment was merely mental barriers I had in conceptualizing this new set up. It was clearly working for the kids I went to school with.  They were all able to work, listen and focus... soon enough I was able as well.

As I went on to college and then into the work force, I have to say that school has been more beneficial then I could ever imagine. I can sit in Grand Central Station at rush hour and read books, write documents and conduct research all as if a symphony is playing in the background.  The noise that I hear in crowded places never affects my work in a negative manner. Strangely, I enjoy going to places with Wi-Fi that are loud and lively just to have that stimuli back. I guess you can call me a convert.

I look at social media in the same way. When I meet with clients there always a curiosity into learning of how it works, but skepticism and doubt because marketing hasn’t really been done this way before. It’s a totally new concept. Up until just a few years ago, marketing never existed like this. It is sometimes best to look at social media brand prevalence and acknowledgement sort of like looking at a Picasso. You could put a price on it, but are you sure it’s accurate? Social media allows you a reach as no other media could before. The incredibly unique users, groups, influencers and champions you can garner through social media couldn’t be bought with a spokesperson deal, a TV commercial or a radio ad.  What does it cost you as a company to get onboard with a revolutionary idea that is clearly working for others? How do you can you concisely valuate a media that has reach to nearly 60 million people?

Much like the self-actualization I had about school, it’s possible that just because it’s not the “way we have always done it” doesn’t mean it doesn’t have legs. The statistics that you see in daily articles and the stats that we post weekly on the Social Matrix Marketing facebook page show a definite trend in social media growing and becoming an accepted part of a holistic marketing program. Each day more and more brands are making strides in converting those online users to offline purchasers.  

We are moving towards a flat world with no walls and a view of the future.  It may be a bit strange at first, but if you let it grow on you, you'll see the future of your marketing can be even better than you thought it could be. 

Never miss the herd again . . .

I don't know about you but recently it seems like time comes at a premium.  We are constantly working towards professional and personal goals.  Often times, the one aspect of life that suffers during this constant hum is the ability to connect with those that you love, care about and really enjoy spending time with.  We connect on facebook, via text and catch up through emails and Skype, but it's the quality face time that sometimes suffers.  Even more sad is to think that you were actually out for the evening, and who knew; your good friend was just down the street at the other restaurant.  Totally great opportunity to connect over a drink or dinner and alas, missed because you were probably checking email on your iPhone.

Well we no longer have to worry about the later. . .Through your smartphone, you can connect with just about anyone and make sure to maximize your time at a speed faster than text.  Here are a few great sites that guarantee to get you together with you and yours!

www.groupme.com:  AHHMazing. . .this nifty little app has you start groups with the people already in your contacts.  When you send a message, that whole group receives the message all at once.  Wa la, chat it up right then and there.

As if this dandy app couldn't get any better, hold onto your socks. Each group has a unique phone number. If you text that number, the message is beamed to everyone in your group.  Bam, instant conference call.  How amazing is this for not just out and about, but say you need to have that ad hoc conference call because you need to reach your own team. No more crazy dial in bridges.  Just pick up your smarthphone and you're all there.

As with a few other apps out there you can also share your location, as well as pictures. The company that owns groupme may be called Mindless Dribble Inc., but it's your dribble so how stoked are you to get it out there!

www.fastsociety.com:  Per their web page "Coordinating and staying in touch with friends can suck.  We make it awesome." It would be a heck of a punchline if they couldn't support this claim but they truly do and then some.  This app is great because you can set yourself up to "shout out" your recorded message to the throngs and then share your location and photos to get everyone there with you. . .The advertisement really appeals to those who wonder, "where did my night go".  Now you have the ability to track your your team's responses, text messages, photos and then use the location to figure out where you are waking up relative to recalling your last stop on the tilt-o-whirl that was your evening.

www.kik.com:  If you are just depressed that you can't type fast enough to get your message out to the group on the move, here's your app.  As fast as texting may be, there are times when you are on the move faster than your text is arriving.  You just slammed back that latte because you realize that you are NOT in the right building, with the presentation.  Text while running to your team in the CORRECT building that you are on your way without having them wondering whether or not your making it on time.

With the amazing technology that we have there should be no reason you ever are left behind. Get to the front of the pack with these new apps!

Social Media: The Modern Day Cheers

Remember the show Cheers and the famous theme song . . ."Where everybody knows your name. . .And they're always glad you came"

Social media is the new bar and just like Cheers are all your regulars are present. And just like the eleven season long TV show, each character can enrich your life or your business if you just tune in and meet them.

Let's start with one of the most memorable characters, Sam Malone. This guy's years of experience with baseball, women or even just life, enthralled, appalled and made you laugh: sometimes all at once.  These are the men and women on social media sites that not only have great stories of success to tell, but it's generally mixed with humor, and general down to earth commentary.  They intrigue you with their life experience, keep you engaged with their go-getter attitude and sometimes even make you wonder how they made it work. 


These folks are your go-to for advice on how to run your business better, a morale booster when you need a light at the end of the tunnel and are an inspiration for how you personally or professionally can overcome the present hurdles you have. These idealists have their audience comfortable enough with them that if they recommend "it" on one of their social media avenues, people are going to want to find out more.


You always have your Norms.  These folks just live on the Internet. They are avid bloggers, Tweeters, facebook fanatics and are forever online.  You tune in to their pages and they have hundreds of followers, tons of comments and are responding as well.  They are a permanent fixture to the Internet no matter what the topic. You can ask them a question, get a comment from them or just learn what they are doing minute to minute: Even if they are just sitting on their couch. They have a lot to say about nothing generally, but are connectors to this vast following of disciples of their fodder. If you can get their attention with something that they like, they will broadcast it to the world.


Lest we not forget about Cliff. Cliff who knew it all, and had an answer for everything.  You can type in a search for anything on any search engine and get a vast number of Cliffs. They know everything there is to know about anything on their subject matter; and even then some.  Generally you hit their site on a Google search, or maybe you yourself are following them because they produce information about content you find valuable.  Whether you believe what they say as a resource or want to prove them wrong as a nay sayer, you look into the content they are providing on their sites so you can see if you have a new nugget of knowledge.


After a long day at work, perhaps you look for any of Coach's social sites. He makes you feel good, shares the news of the day and makes you laugh.  You feel great listening to what coach has to say because he may not be an authority but he's always up on what's going on. 


Eventually you run into Dr. Fraiser Crane. He's either a friend of a friend on facebook, or that Twitter friend you are not sure why he's following you. Is he responding just to drive you crazy, or is there some merit to his rants?  You keep him around because you know that as out of place he may be on your social network, he's tuned in, going to respond, and at least tell you how the other half lives; whether or not you want to hear it.


Never to be discounted are your Diane's of the social media web. She may not be a professional authority, she may not have a ton of background in what she's commenting, posting or responding about, but she's definitely thought provoking.  She's coming from a place of concern and understanding your topic matter. Generally she has some like minded followers and connections who may offer your service or product a different angle than perhaps even your marketing people have looked at. She's heralding "listen to me" because she does have a valid point or opinion and should not be discounted just because she's a lowly waitress. There's a lot more behind this social media user and chances are the folks that she associates with can be an asset to you too.


Getting out there and looking at who's providing content, commentary and who's following them are keys to building your own Cheers. Think in terms of how the advice, opinions and connections these people have and influence the offer can help build your business or personal relationships.

Where as just passing individuals on the street, maybe they would have never given each other a second look or thought.  Maybe they wouldn't even talk to each other if they weren't at Cheers.  But these people were brought together at Cheers forming a network of folks that would each, in his or her own right bring something to the bar. These connections helped add depth, complexity and varying opinions to the dialogue that we loved about the show.  Each of these characters offered something that can easily translate into someone you want following YOUR social network. Now get out there and create your own Cheers! 

And cheers to everyone you want knowing your name :)