The Strategic Imperative for the Use of Social Media in Health Care

Amy L Kotsenas; Makala Arce; Lee Aase; Farris K Timimi; Colleen Young; John T Wald

doi:10.1016/j.jacr.2017.09.027

The Strategic Imperative for the Use of Social Media in Health Care

J Am Coll Radiol. 2018 Jan;15(1 Pt B):155-161. doi: 10.1016/j.jacr.2017.09.027. Epub 2017 Nov 9.

Authors

Amy L Kotsenas¹, Makala Arce², Lee Aase², Farris K Timimi³, Colleen Young⁴, John T Wald⁵

Affiliations

¹ Department of Radiology, Mayo Clinic, Rochester, Minnesota. Electronic address: kotsenas.amy@mayo.edu.
² Social Media Network, Mayo Clinic, Rochester, Minnesota.
³ Department of Cardiovascular Diseases, Mayo Clinic, Rochester, Minnesota.
⁴ Mayo Clinic Connect, Mayo Clinic, Rochester, Minnesota.
⁵ Department of Radiology, Mayo Clinic, Rochester, Minnesota.

PMID: 29128501
DOI: 10.1016/j.jacr.2017.09.027

Abstract

Although health care lags behind many other industries in adopting social media as part of a business strategy, the Mayo Clinic recognized the importance of these applications more than a decade ago. In addition to typical media relations and marketing tactics, the Mayo Clinic has successfully used social media as part of an overall program to support the strategic imperatives of the institution.

Keywords: Brand; business strategy; marketing; patient demand; social media.

MeSH terms

Delivery of Health Care*
Health Education / methods*
Humans
Marketing of Health Services / methods*
Social Media / statistics & numerical data*