The health care industry has been convinced that they shouldn’t utilize social media in their business and/or marketing strategies. The reasons for this are mostly legal, practical, and fear of the loss of credibility. Should those in the health care industry fear falling behind and missing out on great success that comes with social media outlets? Yes! There are ways health care entities can implement social media into their strategies and be successful, while still complying with regulations.

Currently there are health care companies, large and small, that are utilizing social media. Some are doing it well, while others are merely just doing it.

Here’s a look at a few that are on the front lines of Web 2.0:

• Mayo Clinic
• Johns Hopkins
• Mount Sinai Hospital
• CosmeticSurg.net
• Pfizer
• AstraZeneca
• Dr. Oz

Mayo Clinic

The Mayo Clinic is utilizing Facebook, YouTube, and Twitter in their social media strategy. Via Facebook they socialize with customers, potential customers, and professional experts to answer questions, posts testimonials, upload professional and informative videos, and discuss relevant hot topics.

• Mayo Clinic on Facebook
• Mayo Clinic on YouTube
• Mayo Clinic on Twitter

Johns Hopkins

Johns Hopkins is fully embracing social media in their day-to-day marketing. They tweet numerous times a day about events, videos, awards and promotions, and current healthcare-related topics. They’re also on Facebook and have a YouTube channel.

• Johns Hopkins on Facebook
• Johns Hopkins on YouTube
• Johns Hopkins on Twitter

Mount Sinai Hospital

Mount Sinai has positioned itself well within the social media sphere. They fully utilize Facebook, communicating several times a day with engaging discussion on news topics, interviews, healthcare-related stats, and events, to name just a few.

• Mount Sinai on Facebook
• Mount Sinai on YouTube
• Mount Sinai on Twitter (@MountSinai)

CosmeticSurg

CosmeticSurg, a Web Ad.vantage social media client, recognizes the constantly changing environment of social media and takes a proactive approach with an informative, frequently-updated cosmetic surgery blog. Through his blog, Dr. Ricardo Rodriguez, a board certified plastic surgeon, engages readers directly through blog posts relating his thoughts on the practice of plastic surgery. CosmeticSurg continues to build a strong social media presence through Twitter, videos on YouTube, and on Facebook.

• CosmeticSurg on Facebook
• CosmeticSurg on YouTube
• CosmeticSurg on Twitter (@CosmeticSurg)
  

Pfizer

Pfizer is one of the few pharmaceutical companies embracing social media, however small, in their current marketing strategy. Their Twitter page is mainly used for company and pharmaceutical news topics but also branches out to discuss industry events and promote health-related podcasts.

• Pfizer on Facebook
• Pfizer on Twitter (@pfizer_news)

AstraZeneca

AstraZeneca focuses their social media efforts on Twitter where they make informative announcements, link to videos, and promote events.

• AstraZeneca on Facebook
• AstraZeneca on Twitter (@astrazeneca)

The above health care companies are just a sampling of those in the industry who are using social media. A recent eMarketer article recognized that “the pharmaceutical industry hasn’t fully adopted Web 2.0, and by restricting their brand sites to simple online information centers, pharma marketers are missing opportunities to engage consumers and boost compliance.” Indeed several of the businesses mentioned on this list could be doing a much better job to truly engage consumers, and not just take the “me too” approach.

The below chart from eMarketer shows projected online advertising spending for the pharmaceutical and health care industry from 2006 through 2011, which signifies a steady increase in spend.

We predict an increase in social media marketing dollars for the health care industry. No matter what social media method or platform, every health care company’s goal should be to create meaningful relationships with consumers. When social media is used smartly and strategically, health care companies can build their brands while increasing trust and customer satisfaction.

Web Ad.vantage specializes in online marketing for the health care industry with a strong focus on social media, having launched successful social media campaigns for numerous health care clients.

Comments(9)

9 Comments

1. Nielsen’s new study estimates that 17% of a user’s online activity is in social media. Every business that markets a product should leverage the medium. For some maybe it’s as simple as giving their customers a voice and for others it is to find new customers where they are spending a large amount of time these days.

   In both cases you have to establish a starting point for the conversation especially if you want to influence it. There is a tremendous amount of data people share with each other and with the public so focus on aligning ones message with relevant and related consumer attributes and psychographics. Our site at Peerset has a few free tools to help make sense of this if you are curious.

   JB

     Comment by JB — September 26, 2009 @ 2:29 pm

2. I think an awful lot of companies are turning to social media sites like twitter to improve their image. Unfortunately, quite a few don’t do it right. (maybe they should read your new book!)
   .-= Andy Bailey´s last blog ..Twitter Field in all comment forms =-.

     Comment by Andy Bailey — September 27, 2009 @ 8:16 am

3. LOL, look, an unsolicited plug, Andy! Thanks!! Yes, you’re correct. I think in a hurry to climb aboard social media, too many companies act before they think, which ultimately makes them look silly or naive…or at worst, ignorant and foolish.

     Comment by Hollis Thomases — October 13, 2009 @ 2:03 pm

4. They don’t care that much. Online advertising is a way cheaper than tv and other forms of ads.

     Comment by Lyka from Air Ambulance Services — October 24, 2009 @ 5:32 am

5. It turns out that more and more companies are doing more than just screening

     Comment by Alex — January 5, 2010 @ 7:32 pm

6. Interesting indeed. It’s good to see health care is teaming up with other areas to improve service

     Comment by Rachel — January 7, 2010 @ 11:22 pm

7. well, at the end of the day… the health care in america is a business, therefor branding is also taken as a company/business branding.
   .-= gab´s last blog ..Abdominal Liposuction for Men =-.

     Comment by gab — March 11, 2010 @ 7:03 am

8. A difficult one really. Social Media is all about engaging and creating dialogue with your customers - the healthcare industry is about regulations and protocols.

   In an industry where one wrong word can lead to a lawsuit is it interesting to see many healthcare organisations attempting to use Social Media, although I’d expect to see some major incidents of it going very wrong as well.

     Comment by Mike @ CRT — March 29, 2010 @ 10:07 am

9. Interesting that health care industry is using social media for marketing. Internet is the easiest way to build brand for the company.

     Comment by anonymous — April 7, 2010 @ 11:35 am