Social media in healthcare: a view from Kaiser Permanente
daryl_pereira 270002AW8D Comments (3) Visits (3983)
Some things aren't that different about practicing social media in a regulated industry like healthcare. For one thing, like any consumer-facing entity, you have to worry about negative feedback from someone having a bad experience with one of your customer service reps (or in this case, doctors).
But then, as I discovered in a recent conversation with Maren Connary, a Marketing and Communications Manager at HMO provider Kaiser Permanente, there are areas where extra legislation can really create a stir.
For instance, if you work for a drug or medical device company and receive information about an 'adverse event' - say the report of a negative affect of a drug - then you are obligated to report this to the FDA. Now think about what gets uncovered through social media monitoring. You may find plenty of chatter around the good/bad effects of a particular drug. What do you do with this information? In theory this too should get reported. That's not something you necessarily have to consider if you are flogging socks online.
All this said, Maren makes the point that the most profound influence digital media has had on the healthcare space is in empowering us as patients. Since Web MD rose up here in the US over 10 years ago, the average patient is armed which much more information about their condition than was previously available. We are now able to make much more informed decisions about the professional advice we receive.
Check out the full interview here:
After listening to this interview, you should be able to answer the following questions:
Social Media Marketing: A Small Business Primer
Social Media Explorer