Thoughts on Social Media as a Healthcare Marketing Tool

This article asks more questions than it answers. The headline promises to evaluate social media’s effectiveness as a marketing tool, but delivers issues faced by marketers struggling with this new channel. It’s worth reading, though. From Anna Webster at HealthLeaders Media:

Many hospitals and healthcare organizations are still figuring out the best ways to use social media to their advantage. Thus far, the only social media guidelines for physicians are from the American Medical Association and were released in November 2010. Here are the highlights which include monitoring:

  • Privacy settings to safeguard personal information
  • Internet presence to ensure that the personal and professional information personal sites and content posted about them by others, is accurate and appropriate.
  • Appropriate boundaries of the patient-physician relationship when interacting with patients online to ensure patient privacy and confidentiality are maintained.
  • Separation of personal and professional content online.
  • Online actions—Recognize that and content posted can negatively affect their reputations among patients and colleagues, and may even have consequences for their medical careers.


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