I deeply believe if a healthcare organization doesn’t have clarity of mission then their social media efforts can often just be a waste of time: a one-person offshoot of the marketing department, or an irritating digital space where negative patient comments must be looked for daily and “dealt with”.
But I equally believe if your healthcare organization has clarity of mission AND if it takes the time to understand the multibillion-dollar platform social tools available, then social media is a gift from the gods.
What does it take to achieve this?
- The organization’s social media gatekeeper must take the time to reflect on their fundamental mission.
- The leadership, particularly the C-suite, needs to take the time to understand the immense powers of these platforms.
If either of these stakeholders doesn’t do this, it’s likely your social media efforts won’t amount to much.
But if both stakeholders can meet in the middle, then the various platforms immense scalability at trivial costs can generate an ROI like nothing you have ever seen.