Loyal readers know full well how hard I have been beating the drum of blogs and social media changing healthcare communications.

A recent e-book by my friend and colleague, Fard Johnmar, is a good reason to return to the issue and offer a round-up. The book, From "Command & Control" to "Engage & Encourage", can be downloaded free of charge at Envision Solutions site.

To complement a very apt title let me offer a few comments:

Fard does a great job boiling down the ideas that have been floating in the air into a cohesive framework that healthcare organizations can actually act upon. First consider a scenario that should get people thinking about the blind spots:

A major hospital has spent the past two years devoting significant human and financial resources developing a marketing campaign that highlights its patient-friendly service and technologically advanced medical facilities. One day an anonymous person provides an influential healthcare blogger with information indicating that the hospital uses second-hand equipment and routinely overcharges patients without health insurance.

In response, the blogger contacts the hospital for clarification about the tip. However, because its management does not recognize the influence of social media it refuses to engage her. She decides to post an article about the tip and notes that the hospital declined her request for clarification. A journalist who writes for a major national newspaper reads her blog. The reporter writes about the blogger’s post. His story is quickly cited by other traditional and social media.

Although the hospital defends its policies and services, the damage is done. Many people searching online for information about the hospital read the blogger’s original post. They conclude that the hospital is dishonest and decide to seek its competitor’s services. It takes years for the hospital to fully repair its tarnished brand.

I am not sure we have yet had a full-blown "Dan Rather moment" in the healthcare industry, but rest assured it is coming soon to a hospital near you. Smart healthcare leaders will not wait for a real crisis to get a clue. The "Engage and Encourage" methodology shows the way and here I would only highlight the main steps:

• Stage 1: Research Social Media & Develop Messages
• Stage 2: Engage Traditional & Social Media
• Stage 3: Social & Traditional Media Deliver Messages
• Stage 4: Encourage Accuracy & Dialogue
• Stage 5: Measure Audience Response

Healthcare PR leaders are already starting to take note. Health Academy of the PR Society of America (PRSA) is holding a panel aptly named "Engage New Media: Blogs, Podcasts and More", where I have a privilege of speaking. The event is only two weeks away:

• Date: Thursday, September 28, 2006
• Time: 8:00 a.m. to 10:00 a.m. (includes light breakfast)
• Location: Jack Morton, 560 Pacific Avenue, San Francisco, CA 94133

This should be a helpful education session for healthcare PR and media professionals. The question is when the social media wave will finally drive the meaningful change of behavior in the C-suite. Without strong executive support, PR departments can only do so much.

ADDENDUM: Here is a funny example of what not to do from Vallewag, the "gossip rag of Silicon Valley". The title says it all: Don't be a flack: Tips for PR workers from the journalists who hate them