July 13, 2012 | | Comments 1
Print This Post
Email This Post

Social media as a healthcare business tool

American Medical News released a story last month highlighting four ways that social media can be used to improve a medical practice. By now, many people in the healthcare industry recognize that social media can be a powerful tool for communicating with patients, albeit a tool that can have terrible consequences when used incorrectly. The article from American Medical News focuses its attention on social media as a business intelligence resource and customer service tool, as well as a means for reporting to move toward improved care and outcomes. Although the article is primarily focused on how physicians can use social media, the principles discussed can be applied by any leaders within a healthcare organization.

One of the main topics of discussion in the article is using social media to gain insight into what services patients are seeking and what obstacles patients are facing. By identifying health trends and reacting with targeted programs and informational posts, healthcare leaders can use social media to address patient needs quickly and effectively.

Similarly, social media can be a platform for addressing complaints, negative comments, and feedback from patients. Practitioners should exercise caution in keeping specific details about patients offline and out of the public sphere, but can nonetheless use social media channels to provide an apology and offer to correct a situation. Ideally, the disgruntled patient feels as though his or her complaints are being addressed in a timely manner, while other patients see that customer service is a priority for the organization.

Given the ubiquity of social media in most patients’ lives, as well as the nearly non-existent cost of creating and maintaining social media sites, using these resources makes sense for any organization looking to improve patient engagement and interaction. As for any business, developing and implementing an effective social media initiative for a healthcare organization requires careful planning, proper management, and constant monitoring and maintenance. But the benefits of improving overall quality and patient satisfaction could make social media engagement well worth the effort.

What are your thoughts on social media as a tool for healthcare organizations? Does your organization use social media in the ways described here? Leave a comment and share your thoughts!

Entry Information

Filed Under: Healthcare communicationpatient satisfaction

About the Author: Katrina Gravel is an editor for the Education division of HCPro.

RSSComments: 1  |  Post a Comment  |  Trackback URL

  1. You can definitely see your enthusiasm in the work you write. The world hopes for more passionate writers like you who aren?ˉt afraid to say how they believe. Always go after your heart.

Sorry, comments for this entry are closed at this time.