Title

Social Media: Should Health Care Organizations Implement Social Media to Attract New Patients and Increase Brand Awareness?

Date of Award

8-7-2011

Document Type

Capstone Project

Disciplines

Organiz. & Prof. Communication

Degree Name

Master of Professional Studies

Department

Organiz & Prof Communication

Advisor

Lora Louise Broady

Keywords

healthcare marketing; social media; planning; code of conduct; metrics; hospitals; brand awareness; Facebook; Twitter

Abstract

Social media usage in health care is in its infancy, however more hospitals and medical centers are joining the ranks with little preparation or clear objectives for increasing brand awareness. Social media has the power to effectively deliver a brand to health care stakeholders in a new fresh manner that allows prospects and patients to actively engage with the brand. This opens new possibilities to grow patient populations, educate multiple audiences and perform service recovery. This capstone surveys health care marketing professionals to determine how social media is being used, its effectiveness and barriers. The results demonstrate that building a brand through social media channels requires careful preparation and can yield an increase in brand awareness for health care organizations.

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