Yes, you can market, communicate, and build community with patients and their loved ones using social media.
The problem, however, is that the center and circumference of online media are predicated on peer-to-peer connectivity.
If Healthcare marketers and communicators break that geometry then brands tarnish, returns vanish, and frustration levels creep.
I”ve talked with all sorts of organizations – I’ve even been asked to interview for Healthcare digital media positions in last couple of years (companies are starting to create these sorts of positions).
These are good organizations with smart and kind people running them.
A common temptation I sense in many of Healthcare organizations, however, is to go the “safe” route – the well-known, tried-and-true practices of 20th Century Marketing.
But playing “safe” that way is actually playing with fire.
The concentric and overlapping circles of peer-to-peer connectivity are like rings of fire.
If you want to “play it safe” in Healthcare marketing, public relations, and general communications, you will eventually get burned when you jump into to the rings of fire without fully mastering – and realizing – the prowess of the supple musculature and passion demanded of 21st Century pressures.
See on healthissocial.com