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Brand Awareness and Engagement: A Case Study in Healthcare Social Media

机译：品牌意识和参与度：以医疗保健社交媒体为例

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Cleveland Clinic has embraced social media as an opportunity to innovate how it presents its brand and to engage patients and the community in learning about health. As many health systems have, Cleveland Clinic began with a basic presence on Facebook, Twitter, and YouTube. Since then, the focus has moved to how to engage patients through these new technologies. As Thielst notes in her feature, the Clinic's journey started in early 2009 with the chief marketing officer's straightforward presentation to the board about the value and strategy of using social media. Cleveland Clinic developed a policy that cautions employees about improper social media use but also opens its social media channels to them and invites their participation. The social media committee included employees from a range of departments beyond marketing and communications, including education, research, and the medical library.
机译：克利夫兰诊所（Cleveland Clinic）接受了社交媒体的机会，以创新其展示品牌的方式，并使患者和社区参与健康知识的学习。就像许多医疗系统一样，克利夫兰诊所也从在Facebook，Twitter和YouTube上的基本业务开始。从那时起，重点就转移到如何通过这些新技术吸引患者的注意力。正如Thielst在其专题中指出的那样，该诊所的旅程始于2009年初，首席营销官向董事会直接介绍了使用社交媒体的价值和策略。克利夫兰诊所制定了一项政策，警告员工注意社交媒体使用不当的情况，同时也向员工开放社交媒体渠道并邀请他们参与。社交媒体委员会的成员来自教育，研究和医学图书馆等行销和传播领域以外的其他部门。

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