A long-term care facility (50 beds) in the Midwestern U.S. has just been acquired by a larger acute care hospital/health care system in the nearby city because they want to offer services across the continuum of care.

Last year, they also acquired a provider of hospice services (25 beds).The hospital has relied mainly on television advertising and a strong web presence (landing pages, banner ads), whereas the two smaller organizations used word-of-mouth, physician referrals, networking, and print materials to recruit new patients. Marketers know that social media is changing the way consumers and health organizations interact. The strategic plan indicates that priorities for the new combined health system include enhancing patient safety and the patient experience, expanding into the growing senior market, competing on outcomes, minimizing the total cost of care, expanding geographic reach, extending partnerships with employers, and maintaining or improving the margin of 5.28%. As the newly appointed director of marketing for this combined new health system, you believe there are multiple points of discussion for your team regarding a marketing strategy using social media.

DISCUSSION QUESTIONS 

1. What information is needed to create a marketing strategy?
2. How do you create a unified message for potential clients and their families about the new combined system? How will you determine the promotional messages?
3. What marketing tactics will you use? Will you create a new web site? Can you use social media (e.g., Facebook, Twitter) to create a sense of community? Explain how this will work.
4. Will you eliminate all print publications? What about billboard, radio, or television ads?
5. How do you ensure that processes are set up to respond to Internet information requests in a timely fashion?
6. What are the HIPAA-related issues surrounding the use of social media?
7. Map the steps in your new marketing plan and include the use of social media.
8. How will you analyze and document the success of your proposed initiatives?