A new nationwide study by Verasoni AhHa! and Simon Associates Management Consultants of how hospitals across the United States use Facebook suggests that hospitals are not using Facebook to its capacity to engage patients, build healthcare communities or develop their hospital brands.
Only a few hospitals across the United States are utilizing social media to connect with patients, improve the health status of the community and extend their brand, and these hospitals are doing it very well. The majority is not, the study indicates. "It appears that hospitals either have yet to grasp the role of Facebook with respect to connecting with patients, or have not yet invested in the medium to be able to use it as a viable marketing communications and healthcare or community development tool," said Dr. Andrea Simon, President of Simon Associates Management Consultants and co-author of this study.
The study looks at various types of relevant Facebook activities and tactics for 120 hospitals of various sizes and affiliations across the United States. The study includes an analysis of the size of network, frequency and types of posts, and the use of the integration tools available on Facebook, among other measures. "While the numbers clearly indicate that patients are on Facebook, it is the job of hospitals to find them, and engage them in a meaningful way. And, just because a hospital is on Facebook doesn't mean that they are building a meaningful Facebook experience for both the hospital and the patient," said Abe Kasbo, CEO of Verasoni Worldwide, co-author of the study.
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