Page 22 - SFHNAugust2020finalUF.qxp_SFHN 0608 Friday 5.0

HEALTHCARE EDUCATION HEALTHCARE EDUCATION HEALTHCARE EDUCATION

What Is Social Media’s True Role in the Healthcare Realm

and How Can It be Adapted Effectively in the Current Climate?

The need to institute brated stories, selling prod- social media in enhancing brand aware- ing and social media campaigns centered
incisive and resonating ucts, and even auditing chan- ness as well as achieving fundamental on lead generation and brand and disease-
social media content in the nels for hiring new talent), business goals of patient satisfaction, state awareness. In Florida Atlantic
healthcare sphere is past- social media can assist in mit- engagement, referrals, and knowledge. University’s (FAU) Executive Master of
due. The last decade has igating timely concerns Social media enables organizations to also Health Administration and MBA in
been a dynamic time social emerging in today’s health cli- provide instant feedback that can be given Healthcare Administration program, stu-
media became a vital mate. According to PwC’s 24 hours a day, 7 days a week and can dents are immersed with well-timed exam-
source of information and report on social media and cover content areas such as changing poli- ples and real-world scenarios including
news, often rivaling tradi- healthcare, information cies, changes in leadership, information on social media case studies used for various
tional mediums. Due to shared on social media can how organizations are adapting, a need for businesses.
regulations and barriers in directly influence a patient’s resources, or even victories. Since social In the coursework, students explore
the healthcare industry, a decision to choose a specific media has shifted the power from busi- diverse topics from how the shifting digital
synergistic relationship BY MAE provider or seek a second nesses to consumers (where they can share marketing landscape can shape brand alle-
between healthcare and BASIRATMAND, MS, opinion. A Pew Research arti- positive or negative experiences with giance to how mass implementation of
social media ceased to RN cle also noted that the most products or brands with a world-wide technology has paved the path for tele-
exist. Unlike social media’s engaged audiences on social audience) organizations need to gracefully health. In the classroom, students learn
ease of usability in retail, media, and e- media are individuals who are coping with contribute to this narrative and use its from industry practitioners and network
commerce, healthcare’s regulations create a chronic condition or disability, including powers to combat misinformation, with fellow students who hail from back-
a difficult environment to traverse espe- heart disease, cancer, diabetes, or people announce crisis communications, nurture grounds including medicine, nursing,
cially considering healthcare is highly reg- who have recently experienced a medical engagement between the practice/organi- social work, business, administration, and
ulatory with a history of lengthy approval emergency. Healthcare leaders need to ask zation and patients, and show humility. many others.
time for publicizing any medically-related key questions that address many health- However, including social media as a As part of the educational journey, these
information. As consumer behaviors shift care mission statements and reach the core business tactic presents challenges, espe- conversations lead to rewarding collabora-
alongside the increasing autonomy and of this industry: how are patients looking cially in relation to HIPAA compliance and tions and an exchange of ideas that help
accessible knowledge made available by to social media for health information and the ongoing responsibility of online repu- professionals finesse their team dynamics,
smart phones, consumers now regard what can my organization do to inform the tation management. These regulated areas reinforce strategic acumen, and drive orga-
social media as a more trustworthy source public? need to have established guardrails and nizational growth. Ultimately, there is a
of information over traditional marketing The consistent news cycle revolving protocols for different scenarios, similar to need for adept and forward-thinking
communications where implementing and around the COVID-19 pandemic has how crises plans are set in place for an healthcare leaders who understand the
maintaining a social media strategy is con- altered consumer behavior with more array of scenarios. Social media’s only value of social media as a communication
sidered a central business initiative. heavy reliance on digital channels as a guarantee is the ever-changing nature of channel and a tactic to strengthen trust-
With countless avenues to explore and consistent source of information reinforc- the channels where plans need to be both worthiness among patients and organiza-
discuss the purpose, benefits, and navigat- ing the need for businesses to act quickly flexible and comprehensive. Many health- tions.
ing the red tape of social media use (like and share information rapidly. care organizations are ill-equipped to man-
leveraging user-generated content for cele- Organizations can benefit from using age the real-time feedback loop or even tap For more information about the Executive
into the potential of social media to impact Master of Health Administration Program at
patient choices, care, and satisfaction. FAU, contact ExecMHA@fau.edu or visit
Post-pandemic, when more research is emha.fau.edu. For information on the MBA in
readily-available, organizations will be Healthcare Administration at FAU contact
forced to acclimatize to new trends and the emba@fau.edu or visit emba.fau.edu. For all
new remote lifestyle that’s emerged as the inquiries, call (561) 297-6000. Mae
new “norm.” Basiratmand, FAU Adjunct Professor, can be
As a marketing manager and guest lec- reached at mbasirat@fau.edu.
turer in numerous marketing and strategy
Sources:
courses in FAU Executive Education’s https://www.pwc.com/us/en/industries/health-
healthcare-specialized courses, I have been industries/library/health-care-social-media.html
https://www.pewresearch.org/internet/2011/02/01/
able to share my experiences from nursing health-topics-3/
and leading global pharmaceutical market-

Visit us on the web at
www.southfloridahospitalnews.com
www.southfloridahospitalnews.com

Isn’t it time for an independent expert opinion
on your malpractice insurance coverage?

Not all policies are created equally. There are many factors to consider when
shopping for your malpractice insurance – proper liability limits, tails, triggers,
retroactive coverage, regulatory and cyber protection, purchasing programs... the
options are daunting, and the wrong fit can be disastrous to your practice.

As independent agents specializing in malpractice insurance placement, we are strong
enough within the malpractice insurance marketplace to fully and competently ne-
gotiate the best coverage and pricing for you with the top insurers in the state.
Call Danna-Gracey at 800.966.2120 for a no-obligation
assessment of your current malpractice insurance
policy. Your practice is worth it.

Delray: 54 SE Sixth Avenue, Delray Beach, FL 33483 • 800.966.2120 • Fax 888.235.5008
Orlando: 541 Lake Como Circle, Orlando , FL 32803 • 888.496.0059 • Fax 407.896.0079
Delray Beach • Jacksonville • Miami • Orlando • Panama City
info@dannagracey.com • www.dannagracey.com
800.966.2120 • info@dannagracey.com • www.dannagracey.com

22 August 2020 southfloridahospitalnews.com South Florida Hospital News