Why Social Media Can Take Your ASC to the Next Level

Twitter, Facebook, Google+, LinkedIn — the social media networks are the bread and butter for many companies today, and ASCs that don't embrace the mediums may fall behind those in the industry that do.

At the 19th Annual Ambulatory Surgery Centers Conference in Chicago on Oct. 25, Kim Woodruff, vice president of corporate finance and compliance for Pinnacle III, discussed why social media can be a difference maker for ASCs today.

Ms. Woodruff said if Facebook were a country, it would be the world's third-largest. There's no doubt social media are dominating the virtual landscape, and that landscape includes a plethora of potential patients. "Well-run ASCs would be well-served to harness the energy that occurs in this medium," she said.

Ms. Woodruff said six months ago, she didn't have Facebook. However, when her husband went to a conference, she signed up to see all the different accomplishments and news her husband had been sharing.

"In seconds, I saw what he was sharing, pictures that he posted," she said. "I saw how excited he was. I'm a CFO, so I'm an introvert, and I'm a skeptic. But I found out there were reasons to be on Facebook."

In addition to being involved in a new world, Ms. Woodruff said ASCs will find other numerous benefits, such as establishing relationships, creating meaningful discussions, building trust and loyalty in their organizations and conveying how their facility is a center of excellence.

"Differentiate yourself," she said. "You don't want to be everything to everybody, but you do want to invite people in. Be inclusive."

To be successful with social media, however, ASCs cannot simply jump in. They must have a plan, Ms. Woodruff said. ASCs must identify unique patient demographics, ensure a social media strategy meets the perceived need and interest of patients and effectively incorporates all the different social media platforms. "Don't launch it without a vision," she said. "Know where you're headed and why you're heading there."

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