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BizReport : Social Marketing : October 02, 2009


More U.S. hospitals operating on social media platforms

Healthcare isn't new to the Internet, but it is relatively new to social media. However, already there are hundreds of hospitals across the U.S. embracing social media to engage with patients and share medical knowledge and experiences.

by Helen Leggatt

There are over 5,700 hospitals in the U.S. and approximately 367 of them are using social media, according to statistics collated by Ed Bennett for his blog about managing the Internet in the hospital industry.

Collectively, those 367 hospitals account for 186 YouTube Channels showing over 5,000 videos and 267 Twitter accounts that have published more than 10,000 Tweets.

"For those hospitals who have become sophisticated in their use, leveraging blogs, Twitter and Facebook, they often have built a significant patient channel that could be useful to partner with in order to reach for various marketing reasons, including polling, identifying potential spokespeople and crafting marketing strategy for new products," explains Rohit Bhargava, Ogilvy Public Relations Worldwide's SVP of Digital Strategy and Marketing.

Earlier this year, Ad-ology conducted their "Media Influence on Consumer Choice" survey and found that social media impacts nearly 40% of hospital or urgent-care center patients, with more than half of 25-34 year olds saying they were influenced by it.

"Progressive hospitals are already participating in social media through specific micro-sites, social networking, online communities, and targeted online marketing," said C. Lee Smith, president and CEO of Ad-ology Research.

"Urgent care and maternity provide excellent opportunities to connect with younger consumers, and social media is the way to engage this group," added Smith.






Tags: blogs, Facebook, hospitals, social media, Twitter, U.S. healthcare, YouTube








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  • Good, but not surprising. Read "The 'No Duhs' of Social Media" at http://www.famefoundry.com/...

  • Social media platforms are a great way to engage patients, physicians and those looking for information. One of the keys we have found is looking at each platform and maximizing its use and audience (i.e., Flick, YouTube, Twitter). @DMC_Heals

  • Social media platforms are a great way to engage patients, physicians and those looking for information. One of the keys we have found is looking at each platform and maximizing its use and audience (i.e., Flick, YouTube, Twitter).

  • It is excellent hospitals are beginning to experiment with social media. They are learning where their patient go for information and are following these trends to inform in a more efficient way.





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