“Looking for connections and ways to make life easier” were the goals at UMass Memorial Medical Center when staff at a hospital in Worcester, Mass., began beefing up its social media presence.
That's what the hospital's social media manager, Rob Brogna, told the authors of a white paper released by ICF International that looks at how Facebook, Twitter and other social media sites are utilized in healthcare.
UMass Memorial's Facebook page features photos and posts from former patients, event notices and timely videos (like tips during allergy season). Consumers don't want to be marketed to by the hospital's PR department, Brogna said. Patients want to see content from caregivers. “Ask the expert” segments help educate patients and builds familiarity with hospital facilities and staff. Brogna didn't provide tips, however, on how to convince busy caregivers to make a social media contribution.