In many markets, customers and professionals have sought alternative forms of information exchange. On the one hand, because of a shrinking labor market, on the other hand, because of diminishing financial possibilities. What about the hospital sector?
The patient is ready
Making appointments, buying tickets for theatre, film and transport, arranging banking, managing contracts, trading in shares, buying everything from shoes to cars, starting and ending relationships, paying or receiving taxes, finding your friends, expressing your emotions and showing your presence in an area can be realised digitally and mobile. The Dutch patient expects the same communicative and 'information logistics' possibilities from a 'care provider' in his role as 'care recipient', patient or family member.
Connection The patient is ready:
The Netherlands has 11.5 million unique social media users (Source: Comscore Media March 2011 );
in 2010 there were more than 3.3 million smartphones;
in 2011 we all owned more than 750,000 iPads (Source: GfK );
and 84% of healthcare recipients first visit DR Google before going to their own doctor (Source: Lucien Engelen RUNMC).
Based on these facts, Anne van der Heyden, partner at BMC care , and I looked into the possibilities in the field of social media for hospitals.
The research question
During an initial cautious tour of our known relationships, we noticed that not all hospitals are yet able to serve their customers in the way that these customers are used to from their garage, supermarket or bank.
Cyber arts
Two principles therefore became guiding principles for us:
If you don't have one level, you can't have the other level either.
The chain is only as strong as its weakest link.
That is why we felt it was necessary to do further research into the use of social media by curative institutions. We asked ourselves the open question: "To what extent do Dutch hospital organizations communicate with their clients via social media?"
Method
Preparation
The research started with the preparation of a KPI map (Key Performanc cayman islands phone number list Indicator) with the following indicators:
Interaction option, other than 'contact'
Linkedin company profile and number of employees on Linkedin
Linkedin group, number of members and method of use (internal or external communication)
Active or passive facebook page and number of 'fans'. In yes/no assessment points were scored for:
Level of activity (date last posted < 7 days)
Number of 'likes' (given out within a month)
Comments (number per week)
Interaction (found interaction between parties)
Check in's (number per week)
Twitter account. Points could be earned on:
Number of followers & following (> 10 )
Level of activity (date of last tweet)
Show tweets (automated using RSS or self-formulated)
Retweets & mentions (>10)
Replies (>10)
The results are linked to additional data: