Embrace Blogging to Generate Real Patient Connections

by Mark S. Gothberg

Healthcare organiza­tions are infatuated with Facebook, Twitter, and YouTube. They are the “hot” social media networks. While these vehicles can draw large audiences, they often do not provide the same “marketing pull” opportunities and the level of interaction that can take place with a strong and effective blog.

“In healthcare, it’s personal,” says Charles Falls, president of’ Demi & Cooper Advertising in Elgin, IL. “The shares on Facebook are generic – baby pictures, recipes – all the things that don’t drive and lead to someone having a procedure. With a blog, you have a very inexpensive channel that allows for text, photos, and video. This content and inter­active environment can [often] lead to someone being treated by a medi­cal provider.”

Blogging, its benefits and how to make the most of the vehicle, was the subject of a presentation at a healthcare Internet conference that was held late last year in Las Vegas. Presenting with Falls was Becky Wardzala, marketing director at Hendricks Regional Health, a hos­pital and medical group in Danville, IN. Falls recently supplied updated information.

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