In 2006 Time Magazines “Person of the Year” was You. “It’s about the many wresting power from the few and helping one another for nothing and how that will not only change the world, but also change the way the world changes.” This issue was all about social media and how Web 2.0 is changing everything and that was 2 years ago!

Social media has and will continue to change the way we get health care information, interact with and find health care providers. It is a resource for information, patients, sales and employees. Health care organizations must understand how to use and take full advantage of the Internet and social media.

The California Health Care Foundation (Jane Sarasohn-Kahn, THINK-Health) published an article titled “The Wisdom of Patients: Health Care Meets Online Social Media”. They state that “Social media on the Internet are empowering, engaging, and educating health care consumers and providers. While consumers use social media — including social networks, personal blogging, wikis, video-sharing, and other formats — for emotional support, they also heavily rely on them to manage health conditions.”

They go on to state that “The collective wisdom harnessed by social media can yield insights well beyond the knowledge of any single patient or physician”. “The outcome of this development is “Health 2.0” — a new movement that challenges the notion that health care happens only between a single patient and doctor in an exam room.”

In an article about “Hospitals and Social Media” on Hospital Impact, Tony Chen states that “you might be surprised at how savvy some hospitals already are”. The “Cleveland Clinic is on Facebook”, the “Mayo Clinic Health Policy Center is also on Facebook”, “Partners Healthcare is on SecondLife”.

He also explains that hospital CEOs are participating in blogs and provides two examples, “Nick’s Blog (CEO of Windber Medical Center in PA) and Paul Levy’s blog (CEO of Beth Israel Deaconess Medical Center in Boston)”.

This video Social Media and Health Care Practices explains how “social networks have created enormous opportunities for pharmaceutical and health care marketers to reach their patient and physician customers.”

Recruiting

Social Media is changing the way health care organizations recruit and communicate with potential employees. In the article Recruitment Marketing: Is Social Media Cost Effective for Recruitment, Part 5 by Ira Kaufman on 24 Aug 2008 he dispels “5 myths about social media and recruiting.

“Why use print to market a job (e.g., CNN nurse position) when there are often many unfilled positions already listed in the newspaper? Social media is a low-cost promotional method that can pinpoint your exposure, get you links to your website, high search engine placements, high traffic and return visitors to your site. You are appealing to the community of users that have interest in your job opportunity.

A Kansas City recruiting web blog explains how recruiters are using social media.“KC Recruiters, Learn How To Use Facebook To Make $$$”, “New Twitter Tool Gives Recruiters the Edge” and “Rehabcare Launches First Podcast”.

A health care recruiting blog (employmentguide.com) posted an article about “Integrating Social Media Into Health Care Recruiting”. They state that implementing a forum “gives candidates and recruiters alike the ability to ask and answer questions about anything that is deemed important to them. For the job seeker, this gives them the ability to further brand themselves beyond the resume. For the recruiter it opens the door up to see what kind of personality a job seeker has by the way they answer certain questions.”

There are numerous blogs, forums and information sites. Jobsinpods.wordpress.com explains that “Candidates are already finding information about your place of work through all kinds of social media from Facebook to Youtube. Profiles on LinkedIn now allow you to take part and provide some measure of input directly from you.”

If you want to learn more about how Social Media is changing the way we learn about Health Care and the way we select and interact with health care providers visit the following web sites.

Blogs

Share Health Up-Dates

Patients Helping Patients

Physicians Discuss Cases and Issues

Information and Interaction

Discussions and Video

Johnson and Johnson blog with a YouTube video

Cigna is now on Second Life

Change is not coming to the marketing community. It is here! 

Many companies have many questions about social media. What is it? How does it work? What does it cost? Is it a cost effective marketing strategy? Is it a good business decision?

As stated in previous blog entries, social media is different from traditional media. It is a two way conversation. It allows customers to express their opinions and ask questions. It is also a tremendous resource for information. It is a discussion about your industry, your company and your services.  

If you are unsure about the power and the value of social media, just ask Barack Obama. 

Obama’s Rivals Should Steal From His Social Playbook

In an article about Barack Obama’s use of social media in Advertising Age, Denise Shiffman explains how Obama used social media to communicate his message and engage the public.   

“Today’s web and the new media that underpin it are known for the ability to create instant sensations. From Digg’s social news to CareerBuilder’s Monk-e-Mail campaign, companies can advance from zero to 20 million viewers practically overnight. The viral nature of this highly social, user-driven environment enables complete strangers to connect over common beliefs, desires or interests and together create winners and losers.” 

“Obama’s campaign is immersed in his audience’s experience. He meets his audience where they already go on the web, and his message of “change” is packaged in a clear and consistent manner, much like the best consumer products.” 

“Candidates must create interactive, personal and engaging Web marketing if they want to affect the conversations on the web. These conversations can affect voting decisions much as they can alter consumer purchasing behavior.”    

The following interview with David Bullock, Obama’s Director of Online Research explains how Obama used social media and how “business can learn from the tools and strategy that Obama’s campaign used.”

“The first presidential campaign to fully embrace the ideas and practices of social media has met with a successful end. Senator Barack Obama has been elected the 44th President of the United States of America.”

Small Business Owners Reap Benefits of Social Media

A survey conducted by online payroll service SurePayroll, reports that “the prominence of social media is  growing.  Professional social networking site LinkedIn grew 187% over the past year.”

David Rohrer, SurePayroll’s online marketing manager, states that “(Social media) is no longer just an outlet for personal use — it’s rapidly becoming a must for business success”.  

“What’s so great about the online world is you don’t need a million-dollar marketing budget. In fact, the most effective online connections are free personal communications from a business owner to their community.” 

Taking it to the White House

In a 2007 YouTube interview, Obama said he intended to use the medium for “fireside chats.” He wants to “give the Internet audience a chance to question him directly.” You will be able to “ask Barack Obama”!

Change has come to the marketing community. More than 73% of American adults are online and more than half of Facebook users are over 35 years old.  Social media is a very powerful, very valuable and very cost effective marketing strategy. 

Are your competitors communicating with your customers? 

Join the discussion!