Karen Cheung of Fierce Healthcare interviews YouGov Healthcare Managing Director Jane Donohue on the importance of social marketing to competitive hospitals:
“In addition to providing a solid, short-term return on ROI, successful branding program can lay the foundation for long-term relationships with consumers as well as attract high-level talent to the organization.
Social media needs a [full-time equivalent]. To just throw this at someone in marketing or communications as an add-on could be shortsighted. This is an incredibly powerful tool to create and sustain loyalty and therefore enhance the lifetime value of the patient. It’s a great opportunity to do right; it can be very effective. Executives really need to look at this with that sort of financial commitment.”