Regardless of the industry, marketing people sometimes have trouble making the case for social media. But in the healthcare industry, it can be an even tougher sell. After all, healthcare marketers are up against a whole host of privacy regulations, staff shortages and the ever-increasing demand for services attributed to the Baby Boomer generation.

Considering the obstacles, you almost can’t blame a healthcare decision maker for dragging his feet when it comes to adopting social media. Even if you’re already convinced that social media is important for your entity, it can be tough to get everyone on board. Get the conversation started by knowing the facts about social media and healthcare.

Your Competitors Are Using Social Media

According to social media marketing expert Rohit Bhargava, there are 367 hospitals currently using social media.

“Collectively they are responsible for 186 YouTube Channels which include over 5,000 videos,” Bhargava writes. “They have created 267 Twitter accounts and published more than 10,000 tweets.”

The Sarasota Memorial Hospital (SMH) is currently using Twitter to answer questions from their patients as well as to provide instant customer service. And in March, the Henry Ford Hospital connected with nearly 2,000 people via Twitter to answer questions during an actual brain surgery procedure.

Your Patients Are Using Social Media

Besides the fact that your entity needs to keep up with the rest of the market, researchers say that a majority of consumers are using search engines and social media to learn about healthcare. A 2009 report stated that 67 percent of the global online population takes part in online communities, and more recent studies say that number has risen to almost 75 percent. And time spent on social media sites now accounts for ten percent of all time spent online.

Your patients are using social media. Some are looking to find out what other people have to say about medication, treatment and providers, while others are searching for answers to their own or a loved one’s symptoms. Some are even researching existing diagnoses.

So, why does this matter to you? Because there is a lot of inaccurate information floating around on the web, and by helping to provide accurate healthcare information from real healthcare professionals to today’s consumers, you’ll not only benefit your patients, but also your entity.

Hospitals can use their social networks to answer questions from their patients, like SMH and Henry Ford have done. And, if that’s not convincing enough, CNN reports that patients are using social media to comparison shop hospitals and healthcare providers.

Considering the rising cost of healthcare and the increasing number of available providers, it’s to be expected. Today, social media is almost necessary for a hospital or provider to stay relevant and connected with patients.

Your Doctors Are Plugged In

According to reports published by Manhattan Research, nearly 90 percent of physicians in the US say that the internet is an essential part of their practices. More than 40 percent of physicians’ research is done online.  And, about 64 percent of docs are using smartphones today.

By taking the leap into social media, healthcare organizations and hospitals can provide their existing staff with a way to share information and discuss best practices. And, as an added benefit, social media can be an ideal platform for recruiting new employees.

Healthcare is Newsworthy

Especially since the most recent presidential election, healthcare has been hot news. From healthcare reform and universal healthcare to electronic health records and patient privacy, healthcare makes the news on a daily basis. Social media makes it easy for hospitals and healthcare organizations to get and stay involved in the ongoing discussions related to healthcare.

Social Media Works Cheap

Budget cuts are a reality in most industries today, and healthcare is no exception—but even as effective as they can be, social media campaigns don’t have to break the bank.  Consider the case of the Mayo Clinic, which started actively using social media in 2005 to promote its podcasts.

In addition to posting its podcasts on its own blogs, along with text and video, the clinic hosts a Facebook fan page, a Twitter account and a YouTube channel. Through the use of these free platforms, Mayo’s podcast downloads have increased by more than 8,000 percent. Today, the Mayo Clinic even has its own Center for Social Media. Check out the interview above with Lee Aase, director of the Mayo Clinic Center for Social Media for more information on the Mayo’s social media efforts.

Is your healthcare entity currently engaging in social media? Why or why not? Tell us in the comments!