So what does this book have to do with hospitals--aside from the title of this post?
I learned of this book because I read Robert Scoble through the RSS feed of his blog and just recently, Scoble interviewed Kawasaki in an 18 minute video. Guy Kawasaki argues the reality of marketing in the era of social media. He makes the audacious assertion that, "Twitter is the most powerful branding mechanism since television." yet this assertion receives independent affirmation in the unrelated efforts of Paul Levy, CEO of Beth Israel Deaconess Medical Center (BIDMC) Boston who in his activity on twitter @paulflevy and in his blog is successfully marketing his hospital through the social web. My hospital's medical director regularly reads this blog.
Most hospital administrations look at their local market--primary and secondary geographic market areas, usually defined by zip codes. To most administrators Boston wouldn't be relevant to our hospital's market in Brooklyn--today they're right--it's not. Marketing hospitals today is mostly not far removed from how I learned it in my MBA program in 1988. Yet I believe Kawasaki would argue that the social media Web 2.0 tools are awaiting deployment in Brooklyn. Ten postings on Yelp review my hospital, Maimonides Medical Center and nearby NY Methodist's ED was discussed on a community bulletin board.
Kawasaki tells us that if we don't get out there and brand ourselves--others, typically our most vociferous and perhaps disgruntled patient-customers will and are doing it for us.
In Brooklyn we're not competing with Paul Levy and BIDMC which is why we can learn so much from what he's doing; we're competing with our communities to own our brand and to define ourselves in the marketplace. The Web 2.0 social media tools are the way to go and Twitter is a great way to start; Facebook is not just for your college student. Define yourself, don't leave it to others to do it for your. See you on the social web. @sjdmd
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