Digital in Healthcare – the Power of Social Media

Once there is a footprint of social media, there is an evolution of the communication within that industry. In the area of healthcare, digital technology has brought huge convenience from patient side as well as hospital standpoint. The board implication of the social media has constructed a mutual benefit bridge between the people we need healthcare service and the institution who can satisfied their needs, specially, in a flexible way timely.

Now, let’s first step further to see  how powerful social media are, from the perspective of  people who need healthcare service.

Whether is Twitter, Facebook, or LinkedIn, nowadays, a growing number of people are using social media as their families’ primary source of the latest healthcare information and wellness advice. In Specific, 65% of female and 53% of male seek the health information online. 54% of moms own a smartphone, of who 40% have downloaded health wellness apps to following information to better track the health situation of their families.

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Someone would argue that social networker are likely to be more health-activated, how about the other group which is not used using social media?  It is true. However most people also show their opinion that they would willing to be more active if it’s possible to let them get information and healthcare service quickly and accurately. According to a research, “81% of consumers believe that if a hospital has a strong social media presence, they’re likely to be more cutting edges. 72% of consumers would like assistance in scheduling doctor appointments through social media. And nearly half of those said they would expect a response within a few hours.”

Social-Media-and-Healthcare-211x300 234494_origLarge group number of healthcare institution have already realize the importance to use social media better communicating with their patient, collecting feedback, increasing efficiency of operation management, allocating resources, in all gaining better reputation and realizing the mission of their institutions.

There are some promising data showing what efforts the healthcare institution has devoted to build the future national wide healthcare network. “Roughly 1,000 hospitals – or 1 in 5 of the nations hospitals – have a presence on Twitter.”

In addition, social media not just increasing the communication between the hospital and patient, but also strengthening the communication among patients who suffers  same disease, as well as stimulating the valuable and successful clinical experience sharing among healthcare industry. For example, more than 500 Facebook group focused on diabetes treatment, and more than 36,000 YouTube videos are devoted to some aspect of surgery.

healthcareANDsocialmediaIn conclusion, social media is changing our life style, changing our   business ecosystem, and changing the way we are thinking. Its impact is cultivated into our mind day by day, streaming into an unstoppable evolution power.

(All the data are derived from  The Healthcare Social Media Evolution  Akron Children’s Promotion Video)

Social Media Approach in Law Firm

Similar to the government, law firm is remarked as late adopter of the social media approach. The generally cautious nature of law firm management determines the conservative process of the new technologies implementation in this industry.

Nowadays, the use of social media is widespread around the world. For the law firm, disengagement doesn’t seem a wise choice anymore. The issues are not insurmountable. For any law firm, the premise is a common and acceptable social media policy should be developed to encourage the use of innovative tools and technologies. As Simon mentioned, How Should Law Firms Approach Social Media, “Get input from all stakeholders and participants by establishing a committee of your rainmaking lawyers, senior managers, IT experts, marketers, and members of Gen Y to devise your specific firm strategy.”

desk_hand_shake2_pc_400_wht_4231-resized-600Social-MediaIn early 2012, Social Media Guidance for Lawyers was issued by Law Society, which establishing a promising future of the application of social media in law firms. According to Legal Futures, “by June 2012, twitter was becoming the key referral source for lawyers, with a 663% increase in people asking for recommendations on the social network.”

Besides Facebook, Linkedin, and Twitter, various social media software and platform are available now. Law.com provides best social media dashboard for law firm from 2012 to 2013. Different dashboard has different strength that fit diverse marketing strategies.

There are two special human capital should be used for a law firm when establish and apply its social media strategy. The involvement of young minds is as essential as an excellent and professional marketing team.

  • Senor lawyers who are unfamiliar with the fast-pace technologies revolution should embrace the help and assist from junior lawyers who just fresh out of Ivy law school. The young generation has the nature mindset of technologies involvement in their daily life as well as profession work.
  • After establishing individual adoption attitude within a law firm, how to apply a successful social media strategy from the firm level becomes next critical issue. Any law firm among top tier all constructs their robust future on the brand, so creating an outstanding marketing team to promote, protect and enhance the brand integrity is necessary.

culture_commitmentFirst, aligning the goal of the social media strategy with the cultural of the law firm. There is no any other industry would treat culture as sacred integrity as law firm do. Setting up a consistent goal fit the culture does not just mean loyalty to their clients, but also for their brilliant smart guys who would devote to the firm for whole life.

banneritem1Second, a professional marketing team owns the responsibility to training lawyers to communicate effectively from the client perspective by using social media approach. Social media approach would only add value to the firm, when the lawyer could apply their critical thinking fame to the access of social media.

Most important of all, they should consider how to balance the using social media efficiently with guaranteeing security. How to define the scope of the publish content in different social media platform, how to monitor the process of the clients while not construct interfere. There are various critical issues need to consider.

Be creative, even the most tradition industry need fresh blood, so law firm is.

Social Media in Government

As the header imply, this blog focus on the social media’s impact on the business. Someone would argue, does it go a little far away from our topic “impact on business”, if we bring the government to the table?  The answer is not. There are two main reasons. First, government, as adeliberate organization, upholds the cooperation structure characters of diverse business. Second, as the supervisor, guidance and administrator of the market, any evolution  in government level, would pass through the impact to the whole business ecosystem.

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Social media has already been a dominating marketing   strategy for the business, while most government are still in the early stages of the adoption. In term of its complexity and potential national wide impact, there are several critical considerations in order to implement a social media strategy in government sector: objective, security and transparency.

Objective: nowadays, effective communication is no longer a simple conversation. It is massive information exchange via free access of diverse platforms. As a key part of effective social media communication strategy in government, the goal is not only help the administrator to collect sentiment from populace, but also better leverage the government platforms to build deeper relationship with them.

How can social media better support the whole government mission and overall communication strategy is the priority question need to clarify.

Padlock symbol with media icons textureSecurity and privacy: with the social media provide, the populace gain easy access to information platform of government. The good news is the voice from low level of the society could be heard and potential problem could be reflected and solved effectively. However, laissez-faire information exchange also bring inevitable security concern and privacy issue. That’s also one of the main reasons why governments are still in the early stages of social media adoption.

Transparency: functioning as all the other marketing tools, social media realize its value when works effectively as promotion carrier for the organization. Tradition media, such as newspaper, and news broadcast provide us “transparent” information. There is a balance of transparency government need to handle well, reflect the fact, while not expose all. The power of mouth would be used in a positive way as well as in negative. One psychology term – Sheep Effect – provide a vivid description of people’s blindly following behavior. Under certain situation, populace may easily be stirred up. When they are angry, most people would lose logical thinking ability, pushing the negative influence on the society out of control.

The dilemma is, since people know government sometime may not be that honest, how to make the process of social media strategy as much transparent as they can to let populace believe it, becomes a critical issue.

A current example is the Saturday’s devastating earthquake in southwest of China. Social media become an effective information exchange platform that provide various channel let people to donate money and living material to help and support disaster areas. While impact by the Red Cross scandal and the non-transparent report during Wenchuang Earthquake in 2008, a lot of people don’t trust government and related charity organization anymore.

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Besides the key concern mentioned, there are other factors we need to consider to better implement social media in government, such as how to let the government engaging to the events and communication, how to provide a accurate tracking system. However, to future embedded social media strategy in government organization is only a matter of time.

When Consulting Firm Meets Social Media

“Please tell me what is the meaning of B 2 C”, when one of our professors asked us in the class, everyone answered it professionally “ Business to Customer”. As business school student, I thought the answer was definitely simple and perfect. However, professor’s answer was totally out of our expectation. “ You are wrong, B 2 C in business school means banker to consultant. When asking MBA students, half of them want to work for investment bank, half for consulting firm”. Everyone broke into laughter.

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That’s true. While business recession was the nightmare for most business. Consulting firms were springing up everywhere during that hard time. High pay, high challenge, and high value realizing, consulting firm attracts talents from top business school all around world. The consulting industry is developing at a warp speed as well as the world of social media.

How could my thought abruptly jumped from consulting firm to social media? That’s how I curiously about: what would happen when my top two interests meet together, consulting firm and social media.

Facebook, twitter, and MySpace started out just as convenient and simple platforms for like-mined group of people get together, communicate and share interests. If you are still thinking social media are just involving into people’s daily life and building bridge between small business and customers. You are losing the enormous business opportunities. Today, these same social media network are translating into huge business for companies looking to reach their targeted customers and clients.

When social median meet professional consulting industry, the first successful integrate is professional Social Median Consulting Firm.
As the video articulating their mission, “Connect, Engage and Amplify”. Nowadays, full service social media firms deliver comprehensive consulting service to help clients drive customer perception, and build business brand. These firms own the expert team of social media consultants providing complete social media solutions to help clients generate positive return.

Other than traditional consultant firm, which provide diverse consulting service strategy in different industry. These social media consulting firms focus on full social media camping building for customer. Specific, professional, therefore most of them are not just providing strategy, but also provide human capital – a whole team of social media expertise- to help their clients build initial social media structure.

After identifying clients’ underlying problem, they conduct market research, gather business intelligence by identify critical campaign elements. They help the clients better capture what their potential customers like, share, and see who, when and where they are. Are they time sensitive or location sensitive? Following criteria generating form research and data analysis, social media consultant starts to implement approach:

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One critical issue of guarantee the positive out come of social media approach is to maintain sustainable customer relationship. Therefore, tracking the effectiveness and given timely feedback of the applying strategy is really important. Social media consulting firms usually generate monthly customer report within a time period to let clients check the service results and prove consulting delivers. Such a delicate service process makes social media consultant firm gain credit from clients.

Then, how is social media impact on traditional management consulting firm, such as the big 3, BCG, McKinsey,and  Bain ? A better to clarify the question would  be “ What’s the overall potential for consulting firms in social media market?” or let’s take thoughts deeper “ How are leading consulting firms capitalizing on social media? “

Prepare your mind, let’s set it free for our next discussion.