Let Coherence Guide Your Social Media Strategy

Richard H. Bailey has recently published a small book with a big message, Coherence. Although Bailey’s main focus is on developing marketing strategies for nonprofits and universities, there are two important lessons hospitals can glean from his writings: coherence and navigation.

The first one, coherence, is incorporated in the title of the book, “Coherence: How Telling the Truth Will Advance Your Cause (and Save the World).” Bailey defines coherence as “the discipline of ensuring a transparent connection between customer expectation (brand) and authentic user experience.

Align and Navigate

Credit: quapan

“Coherence is aligning what we deliver with what we say we deliver. Coherence engages customers in a meaningful experience that meets their needs.”  Social media, with its potential for openness, can definitely play a role in helping your hospital reach coherence.

The second concept is a way to navigate your way to a coherent brand. Bailey reminds us that we don’t own our brands…we don’t even create them. He writes, “You can influence what people think. You can consistently deliver what you say you will to help strengthen your brand.” But he adds, “… consumers control your brand, based on their expectations of and experiences with you.”

Bailey uses the analogy of a car’s GPS system. He explains that GPS systems use “navigational triangulation,” or three points of reference for positioning. He urges marketing directors to use three perspectives to “position themselves accurately within their environment.” He suggests using internal audiences (who we say we are to each other); formal communication pieces (who we say we are to others) and external audiences (who they say we are). This is where Bailey notes that his firm helps organizations gather this information.

I say, here’s a good place to employ social media.

Let’s consider a joint replacement center that initiated a hospital-sponsored online chat for those considering hip replacement. Through that online chat, it revealed the need of another customer… not the patient who is considering the hip replacement, but the adult children of that patient. They may voice concern about caring for their parents after the surgery or having to send their parents to a “nursing home” for rehabilitation.

By creating an online virtual tour of the rehabilitation center and by letting them know that in-home care options are available, you’ve just engaged customers in a meaningful experience that meets their needs­–coherence. Recognizing that social media can help you achieve coherence is an important step as you develop a meaningful social media strategy.

So I encourage you to let social media be a guide on your hospital’s journey to coherence. According to Bailey, if you achieve coherence you not only advance your cause, you could save the world!

6 replies
  1. Best Sale
    Best Sale says:

    They will also advise the buyer of the likelihood of the home selling in its current condition based on the current economic climate.
    1) The ability to offer your home for sale by owner
    at the same time as the realtor is trying to sell it.
    Check out the Cheap Tattoo kits for sale available online.

    Reply
  2. a
    a says:

    Greate pieces. Keep writing such kind of information on your site.
    Im really impressed by it.
    Hey there, You have done an incredible job. I will definitely digg it and in my opinion recommend to
    my friends. I am sure they will be benefited from this site.

    Reply
  3. music marketing tv
    music marketing tv says:

    You actually make it seem so easy with your presentation but I find this topic to be actually
    something which I think I would never understand. It seems too complicated and very broad for me.
    I’m looking forward for your next post, I will try to get the
    hang of it!

    Reply
  4. Rick Bailey
    Rick Bailey says:

    Jean, you are making excellent application of the coherence concept and the three questions for hospitals. Social media opens so many outstanding windows of opportunity to know our customers better. And, if we’re willing to be transparent, we can build formidable relationships to create coherent organizations who tell the truth. Kudos to you and your team. Thanks for the blog.

    Reply

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>