11 of the Best Social Marketing Healthcare Posts from 2012

In 2012 we really started seeing the proliferation of social/mobile into healthcare. This disruption will be critical in addressing the challenging economic and social issues that loom over the healthcare industry. If you fancy yourself a healthcare employee (or you’re just interested in where this space is headed), I hope these articles will provide both strategic insights and a foundational landscape for further learning. These conversations are important.

Please use the comments section to recommend/share other healthcare posts you found useful and/or your best healthcare post from 2012.

[Infographic]: Growth of U.S. Physician Internet/Mobile Device Use –  (Manhattan Research)

Manhattan Research’s annual market research study focused on how U.S. physicians use the Internet, digital media, mobile devices and other technologies for professional purposes and patient interaction.

Telling Patient Stories can Pay Off with Social Media – (Kevin Cary)

It’s easy to avoid all the complications that come with showcasing patients in social media. Those limitations have scared away many health care companies but they could be missing tremendous opportunities. In fact, 41 percent of patients (I’ve seen different #’s quoted here – both higher and lower) use social media to gather health information. This article includes three ways that senior care companies can showcase their patients through social media.

Empowering Healthcare: Howard Luks, M.D. – (Sarah-Jayne Gratton)

“Important changes are taking place that will forever change the way the physicians and patients interact. Shared Decision Making principles, the concept of Informed Choice versus Informed Consent and the desires of the Participatory Medicine movement will dramatically alter the health care landscape.”

[Infographic]: The Future of Healthcare is Already at Your Fingertips – (Neha Prakash)

The mobile healthcare industry has made significant strides within the healthcare provider community. Rock Health found 75% of small and medium size medical and dental offices will purchase tablets within the next year. And almost 40% of physicians use medical apps on a daily basis. The digital healthcare field is also alleviating the costs of patient care and increasing the scale at which doctors and nurses can help people. The healthcare industry is already strained and a shortage of primary care physicians in years to come will only exacerbate the problem. Mobile apps can bridge that gap.

How Seattle Children’s Hospital Went Outside the Box with its Facebook Page – (Shell Holtz)

The more we can change the way we look at the social tools at our disposal, the more we’ll be able to apply them to problems, processes and innovations that can genuinely help people while shining a light on the compassionate care the hospital delivers.

This is How You Do a Video PSA About Childhood Cancer – (Xeni Jardin)

This video from City of Hope, a large cancer research and treatment center in Los Angeles, documents the story ofa young patient. I found the author’s insights re: “battling cancer” (i.e. being very cliché & not fitting the experience) very interesting.

[Infographic]: Smart Phones and the Future of Mobile Health – (PocketHealth)

  • There are currently more than 13,000 health and medical apps.
  • The global wireless health market is projected to be worth more than $38 billion by 2016.
  • Thirty-eight percent of medical professionals with smartphones use medical apps daily.
  • Consumers use health apps for medical purposes, sports and fitness and tracking calories and nutrition.

Health Care and Social Media Cheat Sheet – (@SignalsCA)

This infographic will be pretty basic for most of you that read here, but it has some solid reminders on developing comprehensive strategy that aligns closely with your organization’s strategic communication plans.

Healthcare CEOs Weigh in on Technology and the Growing Importance of Social Collaboration – (Mohamad Naraghi)

The CEOs think using social media, both to glean new insights and to communicate with individuals, is likely to transform many aspects of health care. One U.S. health care CEO said “social media and interactive Web sites will become new Channel Partners for communicating with our patients.” Today, 25% of the CEOs rank social media as one of the three most significant ways they reach out to customers. But 68% think it will be one of the top three methods within five years.

Peeling Away Health Care’s Sticker Shock – (Andy Grove)

The health care business is about patients. But the patient population has been largely powerless and remains so even as the members of the medical community—hospital chains, nationwide insurers, large employers—have become much more powerful. Over time, the patient—the raison d’être of the health care business—has been reduced to merely another raw material. What technology can do is change the game—change the basis of competition, change what it takes to win in the health care marketplace. (If you’re a healthcare marketer, it’s critical for you to understand the business you’re in and the mindset of patients/caregivers. I think this article sheds light on both.)

The Reputation Economy Driving Healthcare Innovation: Crowdfunding and Data – (Angela Dunn)

Less than seven months ago, Medstartr was just an idea itself. Officially launched in July 2012 it now boasts a 68% success rate in funding new ideas in healthcare. The reputation economy is growing and becoming increasingly important in ways many might not have imagined–how funds are raised, which companies are started, whom do you refer, who refers you, referrals from professional and personal networks—and now open data on the relationships between doctors. These are all new measures of reputation coming from new sources, becoming more and more transparent, and driving innovation and the economy.


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