Is your practice ready for social media? Here’s how to find out

by Gregg Masters on September 23, 2010

Gregg MastersSo, is social media important for medical groups, whether single or multi-specialty? Can it help groups re-engineer health care operations and practices in service of quality, access, cost transparency and patient engagement? Or is it just another way to push a boring, ‘look what we can do’ PR message?

To sort this out, you may wish to ask yourself the following questions. (I prepared them with Accountable Care Organization members in mind, but they may be useful even if you’re not involved in an ACOMG, an accountable care organization medical group.)

Is there a perceived need among the partners for a formal planned marketing and communications function at the Group level? Yes/No? If no, end of conversation and on to the ‘next prospect’.

Do you and your colleagues view the Web as a a material source (actual or potential) for patient acquisition, business development, and connectivity with key ACOMG constituents?

If yes, should ACOMG invest in a coordinated and comprehensive ‘web presence’ that builds, positions and maintains real time, interactive capabilities via a coordinated yet distributed set of both ‘push’ and digital interactive properties.

Is ACOMG presently enabled to perform as a content development, publishing and management company that feeds and  curates these content, keyword, market and niche rich community management properties?

If yes, should ACOMG invest in a coordinated and comprehensive ‘web presence’ that builds, positions and maintains real  time, interactive capabilities via a coordinated yet distributed set of both ‘push’ and digital interactive properties.

If no, are these core skill sets presently domiciled at ACOMG staff (whether via professional or administrative staff, consultants, etc.)?

If your group doesn’t have immediate access to these skill sets, how will ACOMG acquire, develop or otherwise embed the needed skill sets and core competencies?

Should you build, buy or do nothing? If build, or buy is there a budget benchmarked to a formal marketing and communications program consistent with published management company guidelines as a percent of revenue or expenses?

While you consider this ‘social media readiness assessment’ do bear in mind that the world continues to spin, and your social media choices won’t happen in a vaccuum. Bottom line is it’s all about choice… and there is no ‘good’ or ‘bad’ here, only informed/uninformed choices and consequences; and inaction, denial or minimization is a firm choice, no doubt with inevitable consequences! Cheers!

This post was submitted by Gregg Masters.

VN:F [1.9.7_1111]
Rating: 0.0/10 (0 votes cast)

This post was submitted by Gregg Masters.

VN:F [1.9.7_1111]
Rating: +2 (from 2 votes)

Leave a Comment

Previous post:

Next post: