Hanna Jaquith, Daily Briefing
One of the most compelling reasons for hospitals to use social media is because it allows organizations—of all sizes—to establish a personal relationship with patients. One of the best ways to do this is by telling meaningful, powerful patient stories.
And hospitals don't have to look too far when seeking patients to celebrate. Social media and marketing experts tell the Daily Briefing that at the average organization, there's no shortage of inspiring stories to draw from.
Case study: Mount Sinai Hospital
For example, The Mount Sinai Hospital in New York City recently highlighted the story of patient Ron Gardner on Facebook as Gardner underwent Deep Brain Simulation surgery for Parkinson's disease. The hospital shared pictures from BattlingParkinsons.com of Gardner before, during, and after his surgery.
Rules of social media
Monday: Define your audience
Today: Let patients tell their stories
Wednesday: Benefit with a blog
Thursday: Master the metrics
Friday: Sustain a conversation
The photos evoked a huge outpouring of support. Gardner continued to interact with the site throughout his treatment, posting updates on his surgery and thanking all those involved in his care—surgeons, nurses, anesthesiologists, radiologists, and even the receptionist—for their "compassion and professionalism."
During the campaign, Mount Sinai also continued to interact with Gardner, "liking" and responding to his posts—an engagement strategy that the hospital emulates across each of its media channels, according to social media director John Ambrose. "Using patient stories, we try and connect with as many people as we can," Ambrose says, adding, "We put a human face on health care in this way."
Case study: MD Anderson
Similarly, one of MD Anderson Cancer Center's most successful media campaigns was a music video called "Hold On," a song written by Greg Lizee, an associate professor of oncology. The video received "hundreds of comments, shares, likes, views—you name it," says MD Anderson's Laura Nathan-Garner, adding that the video was "unlike anything we've done before."
"What we often hear is that when patients receive a diagnosis, they go online to find people with stories similar to theirs," Nathan-Garner says, adding that "a lot of times if they see that person has received treatment at MD Anderson, then, they will want to follow through and do the same thing."
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