WellStar uses the full gamut of social media, including Facebook, Twitter, Foursquare, YouTube, Google+, Pinterest, and LinkedIn, to identify brand advocates.
"On Facebook, for example, we monitor this 24/7 to address consumer concern and praises efficiently," Menefee says. "We also feature a Doc-A-Day and push our relevant service line content."
Anticipate the future
As the business of healthcare changes, so do service lines. And the better you can anticipate those changes, the better your marketing will be.
In coming years, for example, pricing may become a new dimension, with even more importance placed on retail product offerings, Menefee says.
"It is uncertain how health insurance exchanges will impact healthcare marketing and brand loyalty," she says. "There is a great deal to be gained from health systems working together, so we will see a more collaborative environment amongst traditional competitors. These changes may require more brand collaboration and as a result drive us to manage our brands differently."