Written by Susan Solomon, Vice President, Marketing and Communications, St. Joseph Health
Over the years, social media has been described as everything from a marketing imperative to a shiny object with no proven return. The truth is, social media has the potential to be both. But like every other media format employed by marketers, it must be backed by a clear strategy for its usage and a strong methodology for measuring its effectiveness.
First, let’s talk strategy. Arthur Sturm, Jr., president of SRK, a Chicago-based healthcare consulting firm, brings tremendous clarity to healthcare marketing when he divides all activities into a four-slice strategic pie: growth, loyalty, branding and physician engagement. To some extent, social media can be a critical tool contributing to each of these elements of an effective marketing strategy. Continue reading “No More Excuses: Why You Must Include Social Media in Your Hospital’s Marketing Strategy”
