According to a Health Research Institute at PwC report, 42 percent of consumers have used social media to access health-related consumer reviews for things like treatment options and leading physicians. Younger consumers are also very open to sharing their health care experiences and health information on social media, with the study finding more than 80 percent of individuals 18-24 would post this type of content.
Healthcare and social media are no longer incongruous entities. Today more than ever, people are tweeting their displeasure from hospital waiting rooms, Instagramming their cancer journey and sharing on Facebook about how wonderful the food at the maternity ward was when they were recovering from having a baby.
Healthcare companies are leaning into this, but not all are doing it well. Let’s look at three social media programs in the U.S. that are taking the right approach to social media:
- Mayo Clinic
Mayo Clinic is a powerhouse in the hospital social media world. It even has its own Mayo Clinic Social Media Network (MCSMN). MCSMN is a professional network for people and organizations using online digital communications tools to enhance healthcare delivery and advance careers.
Some of Mayo Clinic’s innovative digital campaigns include #MayoMindfulness, which features tips for practicing being more mindful day-to-day and #HomeRemedies, providing helpful hints on how to overcome ailments such as nosebleeds without going to a health care provider.
We’re also huge fans of their use of video, which is proven to be one of the most engaging forms of social media content out there. Mayo Clinic’s videos include everything from healthy recipes, demonstrated Tasty-style, or their #MayoClinicMinute videos, which explain various health concerns in a quick one-minute clip.
2. Virginia Mason
We have to give a shout-out to our Seattle-based client Virginia Mason for building and developing a social media program that celebrates the people behind the organization, as well as the Pacific Northwest community as a whole. From their #VMoments featuring a closer look at their employees to #HealthAlways providing tips on preventing illness or injury, their campaigns provide helpful, timely health advice and shine a light on the important work their physicians, nurses and staff members are doing.
We especially enjoy Virginia Mason’s posts highlighting their work in the community. For example, they work with the Seattle Seahawks on their “Crucial Catch” campaign to “intercept cancer” and support community events such as the Pike Place Market Farmers Market in Downtown Seattle.
3. Memorial Sloan Kettering Cancer Center
Another hospital that uses video to its advantage, Memorial Sloan Kettering Cancer Center (MSKCC) in New York develops touching and engaging videos to reach its audience.
The social media program’s “stories” series focuses on cancer patients whose lives were changed by MSKCC’s doctors and healthcare treatments.
They’ve also created educational, graphics-based videos on topics including immunotherapy, the warning signs of skin cancer and other relevant health topics.
Read more on how we helped Swedish Medical Hospital live stream a cochlear implant surgery on Instagram.