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Webinars

Like our conference, these digital marketing webinars and case studies were created to educate leaders in the healthcare industry on emerging Internet technologies and to provide an environment in which healthcare marketers, Web leaders, IT professionals and strategists can learn from the other attendees and presenters.

 

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The Healthcare Internet Conference (HCIC) is proud to collaborate with Bowstring and Touch Point Media to provide exclusive insights from some of the brightest minds among our speakers and attendees.

Stay connected by tuning into the latest broadcasts, where strategic leaders share their perspectives on emerging trends and pressing challenges in the healthcare industry. Together, we’ll delve into groundbreaking innovations and pivotal policy updates shaping the future of healthcare.

Catch the audio-only episodes on Touch Point Media, available on your favorite podcast streaming platforms.

 

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The Latest Hospital Digital Marketing Articles

 GreyMatters is your hospital digital marketing guide, with articles on hospital digital marketing best practices, trends, updates and more.

How Does Social Media Fit Into Your Organizational Structure?

The economic uncertainty of late has led many organizations to downsize, restructure and rework their organizational structures. Along with this, some functions and even departments have been outsourced or greatly decreased. While it might seem logical that social media would be part of organizational cutbacks, many brands have recognized the importance of social media in their marketing strategies and are keeping the function largely intact in their organizations. image depicting the term social media

But where should social media fit into your organizational structure? Depending on the organization and the scope of social media usage, it may be housed within a PR department/operation or under marketing. But it is important that social media be included with the other marketing distribution channels.

At a basic level, social media should probably reside with marketing, because that is where most other owned channels reside. But consider these hurdles when placing your social media team:

  • Skill-set based placement. You wouldn’t put the IT team under sales or PR. Social media has its own set of skills. Putting social media with content marketing and ensuring that content marketing is collaborative with all the channel distribution methods will save time and trouble.
  • Silos. We’ve all heard that silos are bad. But depending on your organization’s overall structure, having decentralized social media teams within disparate departments or business units might make sense. But for centralized organizations, it makes more sense to have an assigned social media team that works across all channels and departments/business units.
  • Outsourcing or in-house? Using an outside social media agency can be a good way to provide adequate resources, especially when having an in-house social media team isn’t feasible. But if you do go the outsourcing route, it is crucial that your internal person or group working with the agency is stable and collaborative.
  • Cohesive content planning. We talked about silos earlier, and it also applies to content planning, not just social media teams. Content planning and strategy should be coordinated across distribution channels.

Where does social media live in your organization?

Coming Soon!