Survey: Social Media Use by U.S. Hospitals and Health Systems
Author: Jared Rhoads
Use of social media by hospitals and medical professionals is growing for basic, non-clinical purposes such as marketing, communications and brand management. In most hospitals using social media, the function is handled by the marketing and/or public relations departments, not clinicians. Hospitals rate their experience with social media as overwhelmingly positive.
In July and August of 2012, CSC surveyed 36 U.S. hospitals and health systems on their use of social media. In this paper, we highlight our key findings and offer our own latest thinking on the topic.
The Global Institute for Emerging Healthcare Practices is the applied research arm of CSC’s Healthcare Group.
Use of social media by hospitals is growing, but it is still limited to non-clinical purposes such as marketing and brand management. Now that organizations are comfortable using social media in this basic, unidirectional way, it is time to consider using these technologies more strategically. Hospitals can use social media to engage with patients and enhance satisfaction. This next phase could include connecting consumers and providers and providing insights to inform product development. For this to occur, clinical departments will need to become more involved.