Imagine being able to educate patients, build relationships, and increase engagement—all with a few clicks. That’s the power of social media; it shapes how we connect, learn, and engage with the world around us. Yet, in the healthcare industry, its potential has been largely untapped.
Why it matters: Patients continue to default to their digital screens for health information, but there are not enough trusted healthcare providers actively using social media today. This leads to the spread of misinformation, and can directly impact patient outcomes, patient retention, and patient health literacy.
The benefits of social media are clear
Show up as the trusted messenger: Majority of Americans view healthcare providers as the most-trusted source for health information on social media, but that doesn’t stop other, less-credible voices from showing up on the platforms. According to the Mayo Clinic, “medical professionals and health care organizations should not allow misinformation and disinformation to prevail when we can use social media to provide trustworthy, scientifically valid perspectives.”
Build trusted relationships: Social media isn’t just about broadcasting information—it’s about building connections. By sharing information about your practice, your expertise, and your patient care philosophy, you can help patients feel more connected to you and your team.
Educate and empower: By sharing articles, videos, and infographics, you can help patients understand their health conditions and make informed decisions about their care.
Improve patient engagement and satisfaction: With social media, patients become active participants in their health journey. Interactive content, feedback channels, and personalized communication all contribute to increased engagement and, ultimately, higher levels of patient satisfaction.
Need examples of social media successes? We’ve got a few!
In 2017, the Cleveland Clinic found that patients who used social media to learn about their health were more likely to be satisfied with their care and feel like they had more control over their care.
In 2018, the University of Pennsylvania found that patients who used social media to connect with their doctor were more likely to adhere to their treatment plans.
In 2019, the Mayo Clinic found that patients who followed their doctor on social media were more likely to be satisfied with their care.
That’s just the tip of the iceberg. Here are more examples of successful social media efforts in healthcare.
And then there’s the case study from Massachusetts General Hospital
Massachusetts General Hospital (MGH) is a world-renowned medical center that has been using social media since the early days. MGH used social media to share information about its research, patient care, and educational programs.
MGH found that social media has been a valuable tool for reaching patients and building relationships. A 2015 study by MGH found that patients who followed MGH on social media were more likely to be satisfied with their care.
MGH has also used social media to educate patients about their health and treatment options. MGH found that patients who used social media to learn about their health were more likely to be satisfied with their care and feel like they had more control over their care.
MGH's success with social media is a testament to the power of this tool for healthcare providers. By using social media effectively, healthcare providers can build relationships with patients, educate patients, increase patient engagement, and improve patient satisfaction.
You're the voice patients want to hear. What’s holding you back? While the benefits of social media can’t be denied, the reality is that social media continues to remain in its infancy among healthcare providers due to privacy concerns, regulatory hurdles, and resource constraints.
Privacy concerns: Protecting patient privacy is a non-negotiable. Social media platforms can collect a lot of data about users, and healthcare providers need to be careful about how they use this data.
Regulatory hurdles: Healthcare providers are concerned about complying with regulations. There are a number of regulations that govern the use of social media in healthcare, and healthcare providers need to be careful not to violate these regulations.
Resource constraints: Many healthcare providers don't have the resources to invest in social media. Social media can be time-consuming and expensive, and healthcare providers need to weigh the costs and benefits before deciding whether to use it.
These concerns are valid. They also require partnership with trusted social media healthcare management teams (like us!) to provide the right safeguards and navigate the complexities tied to privacy and regulatory compliance. Doing so allows healthcare providers to reap the full benefits of social media while also shielding themselves from the pitfalls.
The future of healthcare social media — get started today!
Despite its challenges, social media will play a major role in the future of healthcare. It’s up to you, as healthcare providers, to decide what the future looks like. This is a future we can shape together—a future where medical advice is readily accessible, where communities of patients come together online, and where trusted information is the only information tolerated.
Healthcare providers that embrace social media will be well-positioned to build relationships with patients, educate patients, increase patient engagement, and improve patient satisfaction.
Ready to unlock the full potential of social media? It’s time to take action. Get started with a free 30-day trial of Social Cascade, the only AI-powered platform built specifically for healthcare, delivering the most effective strategies for patient engagement. Experience how easy it is to tap into the power of social media today.
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