REPUTATION MANAGEMENT: SOCIAL

MEDIA IN HEALTHCARE

WHAT IS REPUTATION MANAGEMENT?

Reputation management is the practice of

understanding or influencing an individual or

business' brand.

WHY IS REPUTATION MANAGEMENT IMPORTANT TO

DOCTORS AND HOSPITALS?

“Even if some physicians themselves are not

online, their names, comments on their style of

practice, and complaints or compliments about

them probably are. All of the online content devoted

to a particular physician could negatively affect his

or her reputation, and subsequently his or her

business, if steps aren’t taken to manage that

content and—when necessary—defend it.”

TWITTER BUSINESS BEST PRACTICES

Share. Users come to Twitter to get and share the

latest, so give it to them!

Listen. Regularly monitor the comments about your

company, brand, and products.

Ask. Ask questions of your followers to glean

valuable insights and show that you are listening.

Respond. Respond to compliments and feedback

in real time

Demonstrate wider leadership and know-how.

Reference articles and links about the bigger

picture as it relates to your business.

SHARE

LISTEN

By listening to our audience and staying abreast to

current events we are providing newsworthy

information to your followers.

ASK

By asking our audience questions we are keeping them

engaged.

RESPOND

By responding to your followers it shows them that

we care about what they say.

DEMONSTRATE WIDER LEADERSHIP AND

KNOW-HOW.

By demonstrating a wider leadership/know-how we are

showing our followers that they are making the right

choice by following us.

SIGNIFICANCE

Social media enables a quickness that sources that

are more traditional may not be able to provide. In

addition, the level of transparency that contrasts

starkly with the characteristically private nature of

health care.

Emory Healthcare uses social media to discuss

health news and innovations in real time.

SIGNIFICANCE CONT.

“The Pew Internet & American Life Project reported

in its February 2011 Health Topics report that 44%

of Internet users look for information about

physicians and other health care professionals

online. That number was even higher (51%) for

Internet users between 34 and 45 years old.”

Using the Twitter best practices is probably the

most effective way to obtain the most followers and

influence the largest group of people possible