When the marketing team is brainstorming about how to promote hospital service lines, a key component of that is to load up on patient stories. Even though people get online to do research, what they really want after any diagnosis is to know they are not alone. That is why the successful patient testimonial is so powerful.
Obviously, hospitals don’t want to violate HIPAA laws by disclosing information while patients are being treated. But people can tell their own health care story anytime (in fact, they already do). In other words, the story comes from the patient, not the hospital. But these experiences – with permission, of course — can be highlighted on the hospital’s social media sites, and patient testimonials (formal or less so) should be a prominent feature of any hospital’s online presence. Continue reading