The June special issue of Fast Company featured "The 100 Most Creative People in Business". The section about JP Morgan Chase Foundation's President, Kimberly Davis, caught my attention instantly because her story helps illustrate some of our own findings here at Media Logic about brand engagement, and similar transparency versus authenticity obstacles that we have encountered with our financial clients and observed in our recent research whitepaper.
Media Logic is working with Atlantic Medical Imaging (a multi-site radiology/imaging practice based in New Jersey) to establish thought leadership, create engagement and preference among patients (and prospective patients) and referring physicians, and ultimately drive utilization. At the center of the strategic social marketing effort is a blog featuring information on the benefits of low dose radiology, a key differentiator for the practice. We also use Facebook and Twitter to create a fan base, encourage interaction and drive traffic to the blog. Even though the effort has just recently launched, we have used “best practice” techniques we have learned through our work with highly regulated industries such as banking and insurance to build-in security while optimizing engagement. Here are three key elements we believe are important in using social media for medical practices.