While pharma companies continue to struggle with the regulatory hazards of social media, major hospitals are mastering the use of online channels to engage patients and enhance reputation.
Cleveland Clinic, one of the most recognized healthcare brands in the world, has made a significant investments in medical-marketing strategies that are heavy on content marketing and span digital, social and traditional media. Seven years ago, the Clinic hired Chief Marketing Officer Paul Matsen from Delta Airlines to spearhead digital engagement – a smart move given that the travel industry experienced the greatest transformation to a nearly complete online model for customer service.
The safe play for healthcare businesses is to curate medical information on the Web. Cleveland Clinic rejected that approach and instead generates daily content on a wide range of clinical subjects on its website. Its HealthHub features original medical content created by 35 of the hospital’s doctors and nurses, writing compelling stories in response to emerging and trending issues. Turnaround time is impressive and enables Cleveland Clinic to take immediate ownership of significant healthcare developments. A recent example: the same day that Angelina Jolie announced her preventive double-mastectomy, HealthHub published a feature about her decision and the concerns any woman with genetic risks should consider.
HealthHub is available through all major social media channels, and Cleveland Clinic is very active on Facebook with six to eight topical posts per day, and continuous Twitter feeds. The hospital also has a library of more than 1,100 videos on YouTube.
Cleveland Clinic knows it competes with local doctors and hospitals that create tremendous brand loyalty among regional customers. Likewise, it must overcome the obstacle of expensive and/or inconvenient travel for out-of-town patients experiencing already stressful medical crises. Yet for people desiring the most reputable institution in their time of need, Cleveland Clinic is making sure they have a commanding daily presence in the online lives of potential patients.
Read more in Forbes – Behind the Brand: CMO Paul Matsen on Cleveland Clinic’s Strides as a Global Marketer.
