11
May
09

healthcare and social media (part 2.)

As promised, Part 2 of Healthcare and Social Media will focus on two hospitals we think are doing a magnificent job integrating social media into their marketing strategy.

#1 The Mayo Clinic

Last month, the Star Tribune’s Chen May Yee reported on the Mayo Clinic’s communications manager, Lee Aase. Aase is essentially responsible for the hospitals social media marketing programs. He currently keeps the community up to date on the Mayo Clinic’s latest news and events via Facebook, YouTube, Twitter and Blog accounts.

Aase explains that many patients say they chose the Mayo Clinic for treatment after watching video content on the hospitals YouTube channel. Most notably, “Aase found a six-month-old YouTube video of an exuberant white-haired couple playing the piano in the clinic atrium, to the surprise and pleasure of onlookers. He posted it on Sharing Mayo Clinic. In two weeks, the number of views soared from 1,000 to over 68,000.”

#2 The Children’s Medical Center of Dayton

Dayton Children’s Web site recently posted a media release that detailed their social media marketing implementation strategy. Some of the high-level points include:

-Created a Facebook page in December 2008. The page now has over 500 fans.
-Started the campaign internally, asking employees to become fans of the page first.
-Facebook “Cause” page enables fans (over 800) to donate to Dayton Children’s.
-Marketing communications and development departments are sharing maintienence responsibilities.
-Twitter account was launched in March 2009. They now have over 650 followers.
-Dayton Children’s launched their YouTube page over a year ago.
-Video content includes TV commercials, new stories and patient stories.

Both the Mayo Clinic and Dayton Children’s are doing a great job incorporating social media into their overall marketing campaigns. It’s very interesting that the Mayo has a blog and Dayton’s Children does not. In the same token Dayton’s Children is networking via a localized social media channel (937moms.com) and the Mayo is not.

We hope today’s second installment is very helpful and, we would like to know how your healthcare organization is using social media to reach your employees, patients and families. Please share your story here.


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