I like what the American Medical Association has done with its Web site, as a commitment to using new media. The re-vamped site launched early this year and was clearly designed around a model of quick information and interaction rather than the typical healthcare Web site model—throw everything up on the page and let the user figure out how to find it.
But new design aside, the AMA has engaged the healthcare debate with new media, featuring videos, Twitter feeds, and a President’s blog called “On the Road with Dr. Rohack.” With the blog, he has put himself out front, as he tours the country and talks about healthcare reform.
He's the face of the AMA in his blog.
Why do consumers like to see "faces" on healthcare blogs? Because it helps to enhance credibility and create conversation. Plus, in an industry that is so perceived as labyrinthine and cold, lifting the veil goes a long way with healthcare consumers.
For our heart blog, we found a cardiologist on our medical staff to agree to write a simple column offering tips for heart-healthy eating, along with his photo and bio. The post broke a record for the number of single day unique visitors among all of our Web sites and has sparked a standing “Ask the Cardiologist” column. Here, he answers questions that blog readers posted.
He’s become the face of our heart blog.
We still need a face for our hospital blog, though. I can’t help but think that consumers would like to know some of the inner workings of a hospital, beyond the direct patient care experiences.
Are there any hospitals whose CEOs blog? I’m wondering: Who are the faces of your hospital’s blog? Please share.