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Sharp Health News

Sharp launches social media ‘control room’

April 21, 2016

Sharp launches social media ‘control room’

Members of Sharp's digital marketing team monitor social media in real time in the Customer & Media Engagement Center, located at Sharp's corporate headquarters.

Amazing things happen in hospitals every day. Many of them go unnoticed.

In December, Sharp Grossmont Hospital staff rallied to put on an impromptu wedding for a patient with a rare neurological disorder. Sharp Grossmont shared photos of the happy event on Facebook and a Sharp Health News story offered behind-the-scenes details of how caregivers and staff turned a hospital room into a wedding chapel – complete with wedding bells fashioned from paper cups. In both cases, members of the community joined in with their own congratulatory comments.

Taking part in conversations when and where they happen — on Facebook, Twitter and across social media — is another way health care providers are changing the way they serve patients and their communities. Sharp recently opened its Customer & Media Engagement Center at its corporate office to provide a hub for its social media, public relations and communications teams.

“The Engagement Center will allow our digital team to immediately see and respond to patient and consumer questions and concerns through key social media channels as another way to extend The Sharp Experience to everyone we serve,” says Diane Lofgren, chief marketing officer for Sharp HealthCare. Sharp has long been active on social media, regularly sharing content and building relationships on networks such as Facebook, Twitter, Instagram, Pinterest, YouTube and Google Plus, and earning industry recognition for its efforts.

On 60-inch, wall-mounted monitors or at individual workstations in the Engagement Center, specialists can quickly provide customer service to patients down the street and people across the world, as well as share stories of real patient care on social networks like Instagram.

Teams also watch social media for the latest in health and world news, inquiries from the news media and opportunities to weigh in on trending topics.

“As health and medical news breaks, our team will reach out to the media to quickly bring San Diegans medical perspective and insights from Sharp-affiliated physicians and other experts,” says John Cihomsky, vice president of public relations and communications.

Social media management tools allow the Sharp team to identify health topics of interest to San Diegans and the larger health care community. Writers then craft Sharp Health News stories that answer the health-related questions people are asking.

“We want to use Sharp Health News to provide the most relevant and interesting content for our community,” says Kelly Faley, vice president of digital marketing. “We’ll use the tools in the Engagement Center to continuously identify and monitor the topics that are most important in our region and across the country.”

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