The Foray into Social Media: A Clinician, and Skeptic, Sold

While in the running for CEO of Lawrence General Hospital (LGH) two years ago, I performed my due diligence: I perused the hospital's website, examined the printed materials sent by the search firm, and scoured the web for LGH stories and recent news. I genuinely admired what I'd seen in person during the interview process—Lawrence General's leadership, staff, and clinical capabilities—but I was concerned with the public face and persona of the hospital. The website was static, out of date, and full of broken links; the marketing materials were bland; and the messaging in no way matched the progressive Lawrence General I'd experienced during my many visits. I knew all aspects of LGH's marketing would require radical change, but I had no idea where to start. When I took the reins and began my work, the to-do list for our small marketing department was long and filled with urgent items—and there was no room for social media on that list.