By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    learn to recognize and treat yeast infections
    Most Commonly Asked Questions About Yeast Infections
    November 17, 2021
    Advanced lung cancer diagnosis systems used by doctors
    Advanced Lung Cancer Diagnosis Systems Used by Doctors
    March 6, 2022
    The Top Benefits of a Wearable Blood Pressure Monitor Watch
    The Top Benefits of a Wearable Blood Pressure Monitor Watch
    June 13, 2022
    Latest News
    5 Steps to a Promising Career as a Healthcare Administrator
    July 31, 2025
    Why Custom Telemedicine Apps Outperform Off‑the‑Shelf Solutions
    July 20, 2025
    How Probate Planning Shapes the Future of Your Estate and Family Care
    July 17, 2025
    Beyond Nutrition: Everyday Foods That Support Whole-Body Health
    June 15, 2025
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    Soaring Medical Costs Pinned on Medical Devices
    June 7, 2011
    Debt Ceiling Negotiations on Health Care are Mere Cost Shifting
    July 15, 2011
    Is Kathleen Sebelius Listening to the NCPA?
    August 29, 2011
    Latest News
    How IT and Marketing Teams Can Collaborate to Protect Patient Trust
    July 17, 2025
    How Health Choices and Legal Actions Intersect After an Injury
    July 17, 2025
    How communities and healthcare providers can address slip and fall injuries with legal awareness
    July 17, 2025
    Let Your Lawyer Handle the Work Before You Pay Medical Costs
    July 6, 2025
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: New Tools of the Trade to Use in Your HealthCare Organization
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > eHealth > Social Media > New Tools of the Trade to Use in Your HealthCare Organization
Social Media

New Tools of the Trade to Use in Your HealthCare Organization

Katie Stensberg
Katie Stensberg
Share
6 Min Read
Image
SHARE

Image

There’s a time and a place for new media.Years ago, healthcare communications and marketing channels were pretty straightforward.

Image

There’s a time and a place for new media.Years ago, healthcare communications and marketing channels were pretty straightforward.

More Read

eHealth social media
Pause Before Posting: New Social Media Position Paper Guides Physicians
Top 50 Most Social Media-Friendly Hospitals for 2013
Crowdfunding American Veterans – A Brilliant Idea
3 Best Health Care Tips – mHealth to Social Media Networking
Facial Recognition Moves Into Advertising–What About Privacy?

Then came the Web, and, with it, an onslaught of new (mostly digital) opportunities that have changed the way we are able to communicate with an incredibly diverse population of customers and patients, who span all demographic and socioeconomic groups and who all have many communications vehicles at their disposal.

Remember when we were asked to “call toll-free”? Now, we’re directed to “like” an organization. And patients are “tweeting” their preferences of brands, products and, yes, even healthcare providers. Every day (or so it seems), you’re exposed to new – and more immediate and personalized – ways to communicate to your audience. But every time you’re exposed to a new flavor of the day, are you required to roll it into your marketing and communications plan? Just because a new medium is popular, trendy, or easy to implement, is that enough reason to jump in the pool?

It’s important to note that, just as it has always been, media is a toolbox, and each tool has specific uses. All these tools are spokes of a wheel that has your brand as the hub. With that said, you must not let the “tools of your trade” dictate your strategy or distract you from your marketing goals and objectives. After all, you wouldn’t build a house based on the tools you had to work with; you would start with a plan of what you wanted, then acquire and use the tools necessary to build your dream home.

Regardless of the project or campaign, or the breadth of marketing and communications tools you have at your disposal, I recommend using a systematic, four-step process to help build the framework of your next campaign. By implementing this four-step process, you can identify your objectives, choose the tools that will be most effective, implement tactics that will reach and affect your audience, and evaluate your program to help you make changes that will improve your efforts.

Step 1: Assess
This is the discovery process. With your marketing leaders and other key players, we will examine all areas of your organization to help us develop a successful strategic marketing plan. During this phase, we will look at your current and long-term objectives, your current marketing materials, new opportunities (including the latest digital and personal marketing tools) and various organizational areas of your operation.

Step 2: Define
After we have conducted a proper assessment, we move into the second step: identifying and defining the key components of the strategic marketing plan. This step represents the strategic “meat and potatoes” of your plan, and it will contain goals, objectives, differentiation points, competitive analysis, media analysis, target audiences, key messages, tactics and return-on-investment (ROI) measurement. This phase is critical to our next phase: Execute.

Step 3: Execute
With a well-defined road map in hand, our creative team goes to work to formulate effective execution of tactics that will resonate with your primary and secondary audiences and get you the results you expect. At the same time, our media and account service team will work on media schedules and negotiate pricing with media outlets and other vendors required to create a successful project or campaign.

Step 4: Evaluate
The evaluation phase accomplishes two things. First, it helps us to together gauge the success of the marketing campaign or project. Second, it helps set the stage for future marketing efforts. By using multiple evaluation methods that are determined collaboratively with you (i.e., collecting data on calls to action, monitoring revenue/patient volume increases for product lines or conducting post-campaign research) The Roberts Group can create reports on the overall success of the strategic marketing plan which can then be shared with hospital administrators and directors.

Unless you’re one of the “super” brands (Apple, Starbucks, Coca-Cola), there’s no way you can use every communications tool to its full extent. You don’t have the budget or the human resources to make it worth the immense investment it would take. But that doesn’t mean you have to completely abandon opportunities to use new media.

The challenge to finding the right communications tools is as exciting, and as overwhelming, as ever. But with a strategic, systematic action plan, you can find the communications channels that will resonate with your audience and provide a return on your investment that will help give you confidence moving forward.

TAGGED:communication
Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

5 Steps to a Promising Career as a Healthcare Administrator
5 Steps to a Promising Career as a Healthcare Administrator
Health
July 31, 2025
holistic dental
Holistic Dentist Services Are Natural and Safe
Dental health Specialties
July 28, 2025
botox certification
Help Improve People’s Skin Health Via Botox Certification
Skin Specialties
July 22, 2025
Telemedicine Apps
Why Custom Telemedicine Apps Outperform Off‑the‑Shelf Solutions
Health
July 20, 2025

You Might also Like

Interview with Lawrence Sherman on eCME and ePatients

April 7, 2013

Social Media Moves to Forefront During Boston Marathon Disaster

April 18, 2013

Healthcare Compass: Comparing Primary Care Quality in Massachusetts

June 23, 2014
Image
Social Media

Social Media and Meaningful Use

May 6, 2012
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?