Hospitals already using social media
Hospitals are fighting for business and have realized that patients/consumers have a choice when it comes to where, what, how and when. As the chart below illustrates more and more hospitals are using social media to reach out to consumers and answer any questions they may have as well as to assure them that they offer a great health experience. This is another possible opportunity for DTC marketers, not to intrude on the development of the relationship, but to give hospitals the information they need to communicate with patients.
When I had
rotator cuff surgery on my shoulder 5 years ago I
was amazed at how the hospital, St Vincent's in
Indianapolis, went out of their way to make me
feel at ease. Two days before the procedure a
coordinator called me to ask me some questions
and gave me her cell phone and eMail in case I
had any questions. When I checked in I was taken
to a small private room with a bed and remote
control TV as nurses prepared me for surgery by
inserting IV's. When I was rolled into the ER I
remarked how cold the room was and a nurse
immediately put a warm blanket over me while
another explained the procedure and the sedatives
that I would be given to knock me out.
Now hospitals
are taking that a step further. They are using
social media to communicate with consumers and
why not? It's a competitive market and more and
more patients want a choice. Here in LA some
hospitals even offer gourmet food for patients
and wide screen flat panel TV's.
After the procedure you could receive an eMail,
as I did, asking you to rate the hospital staff
and your stay. Hospitals are focusing more and
more on patients because they get it. So why
don't DTC marketers and pharma learn from
them??
