Thursday, July 14, 2016

How do Healthcare CEO's Use Social Media? Part 2

On Wed, 7/13/16, the Cambia Grove hosted a Leadership Focus Event: Social Media for Busy Execs where a panel of healthcare CEO’s discussed what they're doing on social media, and the tactics they use to engage consumers and peers alike.

In this previous post I shared some of what I was able to absorb from the panel. This post rounds out my gleanings.

Note: To be sure I didn't capture all the great information shared shared by these Healthcare CEO’s. If you want more, I suggest reviewing the video published by Cambia Grove. (updated 7/28/16)

How do you detach and decompress from social media?

Don: I try not to worry about decompressing away from technology. I get more nervous or anxious when I’m not connected to my smartphone or PC.

Dave: During exercise, on elevators, social media is sort of a quasi-meditation in itself. I try not to be the loser who checks out his social media when he’s with his kids. 

Note: Jennifer Lawrence-Hanscom exited the panel prior to questions from the audience

Questions from the Audience

What do you recommend as a social media outlet (best tool) for scientific people who can't convey their information in 140 characters?

Don: Look at the type of people you want to target and choose a tool that will enable you to reach them. It may be a specific organization or person directly and not need a tool. You may even just call them – that’s still social.

Dave: Use tools to find the people/groups in the tribe that best meets your needs. LinkedIn allows sharing at length. Use Twitter to point to more detailed info presented elsewhere.

Do you put any thought into segmenting your audience?

Don: I think about where a person or company best fits: professional vs. personal and what specific channel

Don: Different channel/tool has different targets and levels of reach – might be more global/general or more specific. Sometimes I will post to a specific LinkedIn group

How do you sync up with company-wide editorial calendar?

Don: I’m aware of editorial calendar and potential significant announcements. Need to be aware of what’s ok and what’s not ok to share. Try to avoid getting ahead of something. I track and be aware of what else is going on.

Marc Benioff (@Benioff) of Salesforce and John Legere (@JohnLegere) of T Mobile are LOUD people – why doesn’t someone of their personality exist in the healthcare space? Do you know anyone? Trying to emulate?

Don: I look at key social media figures and consider my own personality and that of the organization. You can leverage/use select pieces of another successful social media persona but can’t copy them outright or you may seem inauthentic.

Don: You can lift/copy portions of someone else’s Social Media personality – but you really have to be yourself. They're (Benioff & Legere) being provocative with their social media presence and we're not trying to be that way at Cambia

Dave: Healthcare is a pretty polite and risk-averse industry. Jonathan Bush (CEO of AthenaHealth) will likely be the Marc Benioff or John Legere type person 

How do you remain authentic on social media?

Dave: Give before you ask for something. Be humble enough to know that you can learn from other people. Make a deposit in the bank of karma before you make a withdrawal. 

Dave: I used to be much more compartmentalized between my personal and work lives on social media. But work gets pulled into personal and vice versa. These norms are shifting. Need to challenge the status quo. You can be provocative without being loud and dropping F bombs. 

Don: To be authentically engaging, you must consider the content you’re sharing. Is there a competitor referenced – in either a bad or good way? Does it feel right? 

Bonus Tips (Via @ehelm)
1. Listen for themes or FAQs related to your industry and determine where you can add value.

2. Schedule posts using social media management tools. Also schedule time to engage/respond.

3. Use social media to keep up with news and what people are talking about.

4. Engage with customers, peers, media, and policy makers.

5. Don't get too comfortable with any social tool or platform. Things change quickly.

6. Social media takes practice. Start with a plan and learn/adapt as you go.

7. Put up a profile photo. Or as @DonAntonucci put it, "Don't be an egg." 

For more information and insight into the business of healthcare data, technology and services; particularly in the realm of social media, consider following me on Twitter.

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