Engagement That Matters in Healthcare Social Media – Part I

In an earlier post, Things That Don’t Matter in Healthcare Social Media, one of the claims I made was that Engagement wasn’t something that mattered.

When I wrote the post, I anticipated full-well the kinds of response many regular readers and followers would offer on the matter of engagement. The point of the post was to assert that we need a language and a tone which more aptly describes the kinds of connections we need to make if we are to make the best of social media in healthcare.

I will explain more of my position in upcoming posts, because the subject is nuanced – and there are subtle points concerning engagement that need care in communicating.

There’s a difference between Engagement and Availability, which is a distinction I hope to convey. For now, I leave you with this response to Jen Dryer’s – @EndoGoddess – question, which encapsulated the sentiment of many who differed on the matter of Engagement.

@PhilBaumann – @HealthIsSocial – Newsletter


0 Replies to “Engagement That Matters in Healthcare Social Media – Part I”

    1. No, I don’t think so.

      The word engagement is just too strong a word. And if brands are being
      counseled to “engage!” it’s going to confuse things for them.

  1. I agree, there are nuances to the issue of engagement. The word can mean many things to many people. However, from my perspective, engagement and availability are not mutually exclusive. You should be available to your customers, but if you’re not engaging them in a dialogue (versus a one-sided conversation), and sharing information that’s relevant TO THEM (versus just pushing out the corporate initiatives YOU want to promote), then how can you expect to make a significant connection? Healthcare is all about providing a service to your customers, whether it’s care, support or information. I think it’s important to commit to engaging your customers in the right way, and be available on an as-needed basis. Looking forward to your future posts on this.

  2. I know a whole segment of the healthcare business likes to think of patients as “customers” and “consumers”. Nope, health is not product like cars and the other sort of goods people consume.

Leave a Reply

Your email address will not be published. Required fields are marked *