Businesses that ignore social media channels for marketing and PR do so to their own detriment. An equivalent holds true for health care providers. Indeed, the past five years have seen explosive growth within the number of hospitals that use social media platforms like Facebook, Twitter, and YouTube to enhance their reputation and build their brand.
Hospitals make the simplest of use of social media, alongside their own websites and blogs once they provide useful information and have interaction consumers. Social media can play an important role in creating an identity, branding, and building trust and loyalty among health care consumers.
Even before considering Facebook and other outlets, the primary step is to make sure that a hospital's website is optimized to be as functional and effective as possible. Alongside SEO, appealing design and great content are fundamental. A hospital or health system's website is usually the consumer's first exposure to the provider.
At Hospital for Special Surgery (HSS), a specialty hospital devoted to the care of patients with musculoskeletal conditions, our goal is to be a valuable and trusted resource by providing comprehensive information in our specialties of orthopedics, rheumatology, and rehabilitation. We continually update the web site with fresh content, photos, and videos to take care of consumer interest.
While many of us within the NY metropolitan area are familiar with our hospital, the challenge is to draw in patients from across the country and around the world that may benefit from the highly specialized care the hospital provides.
The HSS website plays a key role within the marketing campaign. The goal is to speak that the hospital's doors are hospitable the foremost difficult and challenging cases; that the sheer volume of procedures and laser specialize in orthopedics are unmatched; that folks who have lost hope could get a second chance at HSS.
How does one communicate these messages? to start out, reputable third-party endorsements are prominently featured on the house page. One such example is the hospital's No. 1 ranking in Orthopedics by U.S. News & World Report.
Another major feature on the house page is "Back within the Game," an interactive portal that invites patients to post their own photos and private stories about how HSS helped them get "back within the game" of life. The feature went survive Groundhog Day, 2015, and by the one-year anniversary of the location, quite 1,200 patients had posted their inspiring stories and photos.