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How a thriving social media presence can benefit radiology departments

by John W. Mitchell, Senior Correspondent | November 24, 2017
From the November 2017 issue of HealthCare Business News magazine


We also do things to get kids excited about imaging. One of my favorite examples is we took X-rays of candy bars for Halloween. We have a slider bar on the blog you can slide back and forth to see the picture and slide it the other way to see the X-ray. Stuff like that. We’ve also done games.

HCB News: But you have to have someone who wants to do it.
AT: Yes, you do. The blog team is the largest. That requires the most work and I have the largest team helping me to do that. Twitter is just me. Instagram, we have two or three people doing a lot of the work.


HCB News: Has the uptick in hackers targeting health care impacted the CCHMC social media strategy in any way? What steps can be taken to increase security?
AT: It does have me concerned. There is no patient information anywhere in our accounts, so I’m not worried about that. What I’m more concerned with is if they hack our accounts and post something that is inappropriate.
All of the social media accounts have increased their security and we stay abreast of that. We’ve enabled multi-factor authentication, making sure a phone number is required and strengthening passwords.

HCB News: Can you describe one of your most successful social media postings?
AT: I can tell you about one on the blog. We wanted to do a blog because it’s enduring material, unlike social media. They are searchable on Google, so the thought was we'd create posts, and people find them when they need them.

One of our most popular posts is on the difference between sedation and general anesthesia. A lot of our children need help to get through imaging studies, particularly MR, and we’re talking about our youngest kids mostly, the babies up through 5 or 6 years of age. There’s a blog post outlining the differences and what it does to your child, how your child is going to feel afterwards.

It started like most blog posts where we get 50 or 100 views over the first few days and then it really tails off, close to zero. But this one went down like that and then slowly after six months started rising. And now we’re getting month over month thousands of views on that post with over 100 views a day most days. Now it’s at close to 60,000 to 70,000 views for that single post.

That's one where I feel really good that hopefully we're providing information to parents that helps them with what their child is going to be going through. It doesn’t have to be that they are being treated at Cincinnati Children’s. If we’re helping them overall to gain knowledge to ask the right questions of their doctor wherever they live, we’re happy about that.

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