Social Media: How Hospitals Use It, and Opportunities for Future Use

Richter, Jason; Muhlestein, David; Wilks, Chrisanne

doi:10.1097/00115514-201411000-00011

Cited by 79 publications

(78 citation statements)

References 16 publications

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“…A prominent advantage of this form of communication is that the information is disseminated very quickly at no cost and remains persistent on the institution's Facebook page. This finding is in line with the results of the extant literature (e.g., [4,5,13]) in that educating health consumers such as patients and caregivers is among the main reasons that healthcare institutions adopt social media. Raising awareness about diseases, medications, nutrition, physical activities, and other health and wellness-related topics will not only benefit patients of the institution, but will ultimately improve the quality of life in the community, and at the national and global levels.…”

Section: Discussionsupporting

confidence: 91%

“…These themes were quite interesting, as most prior research has focused on how healthcare institutions use social media to interact with external stakeholders such as patients, family members, and the surrounding community (e.g., [4,13]). However, the recognizing posts we examined were primary geared toward stakeholders that were internal to the organization.…”

Section: Discussionmentioning

confidence: 99%

“…Among the very few studies that have addressed these questions, Richter, Muhlestein [13] analyzed hospitals' Facebook fan page posts to determine which of those institutions had postings related to patient education, staff discussion, staff awards, hospital awards, and consumer engagement. The results showed that Facebook was primarily used for educational purposes (91%), followed by staff discussion (76%), and staff awards (63%).…”

Section: Introductionmentioning

confidence: 99%

“…However, the categories used did not emerge from the data, but were considered a-priori knowledge. Additionally, Richter, Muhlestein [13] employed a binary coding schema to show whether or not there was at least one post related to each of the aforementioned categories. Therefore, their findings did not show what proportion of posts was related to each of the categories.…”

Section: Introductionmentioning

confidence: 99%

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Exploring Hospitals� Use of Facebook: Thematic Analysis (Preprint)

Kordzadeh¹,

Young²

2017

Preprint

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Background: While healthcare organizations such as hospitals and clinics have widely embraced social media as a means to educate the community on health topics and increase patient loyalty and satisfaction, little is known about the content that these organizations actually share when using social media channels. Objectives: This study aimed to explore the types of content that U.S. hospitals post on their Facebook pages and how hospitals' Facebook activities differ with regard to content types. Methods: We collected and thematically analyzed more than 1,700 Facebook posts made over a three-month period by seventeen U.S. hospitals. During the first phase, the two researchers coded a set of 159 posts and created an initial thematic web of content. During the second phase, the researchers coded the remaining posts and then revised, refined, and validated the initial web of content accordingly. Coding consensus was achieved on 1184 of the 1548 analyzable sampled posts (76.49%). Results:We identified a list of thirteen unique health social media post themes and classified those themes into three thematic groups that included announcing, sharing, and recognizing activities. The most frequently used theme was sharing health information, which appeared in more than 35% of the posts analyzed. Such posts sought to provide health tips and advice to community members. Recognizing special days and recognizing employees were the second and third most frequently used themes, respectively, with 14.95% and 11.82% of the posts containing those themes. The frequency of these themes were surprising in that the content was geared more toward stakeholders internal to the organization, while most prior literature has focused on social media as a tool to connect with external stakeholders. In addition, we found that many of the posts involved more than one theme and selected sets of themes co-occurred frequently. For example, 25% of the posts recognizing special days also included content to share health information and nearly 38% of the posts announcing research activities also included content to share health information. Finally, we found that hospitals were in some ways similar and in some other ways different in terms of the themes that they predominantly used in their Facebook posts. Conclusions:Using Facebook is an inexpensive, yet effective way for healthcare organizations to educate people on health and wellness topics and to communicate different types of information and news to the public audience. Hospitals and clinics that are expanding their social media activities or are starting to embark on social media strategies can use the results of this study to better formulate their activities on Facebook.

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Section: Discussionsupporting

confidence: 91%

Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Exploring Hospitals� Use of Facebook: Thematic Analysis (Preprint)

Kordzadeh¹,

Young²

2017

Preprint

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“…Furthermore, Richter, Muhlestein, and Wilks [30] noted that 72% of adults use social media. Rapid response links to organizational websites and social media pages, email, texting, e-learning, mobile devices, and remote access to information are all critical to effective marketing strategies.…”

Section: Leveraging Technologymentioning

confidence: 99%

Marketing strategies to promote nursing programs and services

Marrone

2016

JNEP

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Background: The purpose of this article was to discuss commercial, social, and service marketing strategies and best practices to promote nursing programs and services to key partners and stakeholders. Evidence supports that nurses are not inclined to promote or market the nursing profession to the general public or to other professions. Methods and findings: The successful marketing matrix includes product, price, place, promotion, publics, partnerships, policy, purse strings, people, process, and physical evidence. Integrated approaches to marketing nursing programs and services are requisite for organizational viability and sustainability. Analysis of commercial, social, and service marketing theory, principles, and best practices related to marketing nursing programs and services were examined. Evidence and best practices published from 2000 through 2015 were included in this discussion. A model case was used to illustrate marketing principles. Implications for nursing education, practice, and administration are discussed. Successful marketing of nursing programs and services requires an integrated approach that includes market analysis, technology, networking, and community partnerships. Conclusions: Nurses at all levels within an organization have a responsibility in marketing nursing programs and services. Well positioned organizations collect and maintain accurate demographic data that informs service delivery in order to contribute to organizational sustainability and achieve business results.

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A 10-Year Social Media Analysis Exploring Hospital Online Support of Black Lives Matter and the Black Community

et al. 2021

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IMPORTANCETensions around COVID-19 and systemic racism have raised the question: are hospitals advocating for equity for their Black patients? It is imperative for hospitals to be supportive of the Black community and acknowledge themselves as safe spaces, run by clinicians and staff who care about social justice issues that impact the health of the Black community; without the expression of support, Black patients may perceive hospitals as uncaring and unsafe, potentially delaying or avoiding treatment, which can result in serious complications and death for those with COVID-19. OBJECTIVE To explore how hospitals showed public-facing support for the Black community as measured through tweets about social equity or the Black Lives Matter (BLM) movement. DESIGN, SETTING, AND PARTICIPANTS Using a retrospective longitudinal cohort study design, tweets from the top 100 ranked hospitals were collected, starting with the most recent over a

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Social Media: How Hospitals Use It, and Opportunities for Future Use

Cited by 79 publications

References 16 publications

Exploring Hospitals� Use of Facebook: Thematic Analysis (Preprint)

Exploring Hospitals� Use of Facebook: Thematic Analysis (Preprint)

Marketing strategies to promote nursing programs and services

A 10-Year Social Media Analysis Exploring Hospital Online Support of Black Lives Matter and the Black Community

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