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

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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. From this foundation, the social media initiative flourished (Cooperstein 2011).

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