Social Media: The Competitive Edge In Healthcare

Authors: John Letchford, CIO, Commonwealth of Massachusetts; George M. Brenckle, SVP and CIO, UMass Memorial Medical Center; Rob Brogna, Manager, Media and Public Relations, UMass Memorial Medical Center; Jean Politakis, VP, ICF

Meeting your doctor on YouTube—then receiving a video text from her when you miss an appointment. Sharing marathon milestones with friends around the world—while you run. Halting a nicotine craving with an instant “reward” of encouragement, delivered straight to your smartphone.

Social media platforms have transformed engagement in all areas of life, including healthcare. We use them to learn, connect, compete, entertain, and improve our lives. Channels, apps, and games once considered novel are now commonplace, and users—particularly younger ones—have grown accustomed to accessing them at any time, from any place.

These aren’t passing trends—they’re strategies healthcare organizations absolutely must adopt if they want to be successful in the current environment of healthcare reform and consumer engagement. Today, people have more freedom than ever to “shop” for providers, plans, and services, just as they do for airline tickets, clothing, dining or entertainment options. If a hospital’s YouTube channel hasn’t been updated since 2009 or a blog post’s comments are flooded with unanswered criticism, skeptical consumers will post their opinions and take their business elsewhere—using social media platforms and mobile apps to do so.

Want to read more? Download the full white paper below!