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Healthcare Professionals Increase Use of Social Media

Earlier this year, we reported on a survey of major prescription drug and healthcare companies and their ]
integration of social media.  As a follow-up to that piece, we would like to highlight a recent survey conducted by AMN Healthcare that highlights healthcare professionals’ use of social media and mobile technology in their careers. Overall, the results show that a wide range of healthcare professionals are cultivating and increasing their use of social media and mobile technology in their personal and professional lives.

Source: AMN Healthcare

Source: AMN Healthcare

Reportedly 3 out of 4 healthcare professionals use smartphones and 40% of them are using smartphones to find jobs via social media.  But it doesn’t stop there. According to Ralph Henderson, President of Healthcare Staffing at AMN Healthcare, “…candidates are moving beyond job searching…you can use social media to find out what the culture and work environment is like before you apply.”  The fact that desirable candidates may pre-screen companies on social media before applying is impacting the way large healthcare companies view social media. Organizations looking to attract job applicants will want to assess their social media presence and ensure that it accurately reflects their brand and employes a strategy to recruit.

Also revealed, while Facebook was previously the first choice, LinkedIn is now the lead for professional networking. “Having a well-established LinkedIn profile is a good move for a job seeker,” noted Roger Bonds, Executive Director of the American Academy of Medical Management. “It shows that a person is technologically savvy, and it gives them a chance to show off their credentials and experience. It also gives a healthcare professional the chance to shape his or her own image online.”

Another interesting finding of the survey was that social media is less popular among physicians. “The most popular forms of social media don’t facilitate the type of communication that a physician may want to have with other physicians, due to privacy and security concerns,” said Harry Greenspun, MD, Senior Advisor for Healthcare Transformation and Technology for the Deloitte Center for Health Solutions.

For obvious reasons, doctors do not post details regarding patients or other aspects of work on Facebook. Other social media sites, such as Doximity and Sermo, address this need by offering a secure platform that is designed specifically for physician use. Sermo currently has 220,000 active users and is expected to grow.

Overall, research found that individuals in this specialized sector are actively growing their social media presence and use and incorporating it into their professional lives as well.

As a result, companies are taking a closer look at their marketing strategy and the influence that their online presence can have on their employee base and the image of their brand.

To learn more about ways to leverage social media in this unique sector, contact La Voz marketing. We can recommend useful and risk-adverse ways to build your online presence while maintaining brand integrity.

Determining your Social Media Strategy – What Will Work for your Business?

socialmedia4Social Media is a part of everyday life. Utilizing it for your business can be extremely worthwhile; yet deciding which network can benefit your business or organization, and how to use it most effectively, can be daunting. It is important to choose carefully.

An article published by the International Association of Business Communication, (IABC), clearly lays out the four major social networks and how they are best used. These general guidelines are a great resource for businesses seeking ways to improve their online presence.

Facebook – Being the most widely used social network, Facebook is an ideal platform for most businesses. The main factor in how businesses leverage Facebook is content. A B2B company should focus on becoming a resource for both professionals in their field and current and prospective customers. This involves posting timely and useful articles that pertain to target markets and topics that will interest and engage employees within the targeted fields. Smaller, local companies and B2C companies can do well by posting coupons, new products, or tips for using their products on Facebook.

Twitter – The micro-blogging platform, that entails much more frequent posting, is usually a better resource for B2C and B2B companies that aren’t strictly local. Maintaining a company Twitter account requires assigning an employee (or group of employees, for larger organizations) to monitor what users are tweeting about the brand. Those responsible must also be actively answering questions, providing customer support, and sharing content and information about an organization’s products and services. The main objective is to continuously participate in discussions about one’s given industry.

LinkedIn – Primarily a personal networking tool, utilizing LinkedIn as a company is more about leveraging individual employee profiles than continuously working on your organization’s page. It is important to update the company’s profile and to have employees share company blog posts, new product or service announcements, and occasional articles relevant to the industry on their personal pages. Generally, employees should be left to manage their own LinkedIn accounts, while of course keeping in mind that they represent the company.

Pinterest – Pinterest, a photo-sharing network, has experienced explosive growth since its start. However, the sector of organizations that should have a Pinterest profile remains relatively small. As a general rule, e-commerce companies will benefit greatly from having a Pinterest profile and “pinning” their products onto separate but relevant boards. Many B2B companies and blogs find this strategy successful as well. The main goal is to find balance between pinning company products, while also being a creative inspiration to others.

At La Voz Marketing, Social Media is one of our specialties! Let us enable your company to authentically participate in the social conversation by developing a customized social media strategy for you and developing a meaningful, social relationship with your target audience.