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- Listening & Lawyers: Making Social Media Work for Healthcare Organizations
- Evolution of the Coke and Pepsi Logos | What would a Leading Healthcare Provider Logo Timeline Show?
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tstitt's blog
Listening & Lawyers: Making Social Media Work for Healthcare Organizations
David Harlow, attorney and blogger, recently posted an article that summarized his presentation at the Social Communications & Healthcare conference in New York City. Three excellent points:
1. Practicing social media by healthcare organization without a formal plan usually leads to failure and may create easily avoidable legal issues.
2. Listening to what customers, competitors and the public are saying about the healthcare organization (even if it hurts) provides a basic benchmark for building a formal social media plan in a healthcare organization. (In old school product marketing terms, gathering customer, competitor and public impressions -aka sensing interviews- might be equated with establishing product and market requirements for a social media plan.)
3. The lawyers don't always say "No" and, if the social media plan for the healthcare organization is well grounded, lawyers can provide very specific tactical advice for typical healthcare social media scenarios (e.g., privacy.)
David Harlow: "All organizations may be concerned about the public posting of derogatory or defamatory opinions or information about employees, administrators, patients. My take: policies and procedures should be in place regarding the making or circulating of such statements in whatever form or forum: real life, web 1.0, web 2.0. The social web does not always require the creation of new rules of the road; often, it requires a re-examination of organizational culture and approach in other contexts, and those approaches may then be extended into the web 2.0 environment."
Often the most difficult step in developing a social media strategy involves listening or establishing requirements. The requirements process needs to be unfiltered and open to publishing negative messages, some of which will inevitably be perceived as attacks on culture or leadership.
Evolution of the Coke and Pepsi Logos | What would a Leading Healthcare Provider Logo Timeline Show?
I thought this time line of the Coke and Pepsi logos did a good job of visually explaining the challenges of adapting brand messages to changing consumer preferences in a highly competitive product segment. (Courtesy of the We Heart Branding blog.)
Some commenters thought the Pepsi evolution was adaptive and progressive. Others thought the changes by Pepsi strengthened Coke's market leadership and brand awareness.
Anyone think it would be interesting to create the same time lines for one or two leading healthcare provider brands and logos? What would be driving the evolution of healthcare provider logos?
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