A quick look at what good looks like. (4)

9.
What good might look like:

• Tell stories using humor, metaphors, and images, restating health care in a form that speaks to consumers' psyche as advertisees rather than propagandees. The latter is more easily tuned out.
• Show you're listening and offer reassurance.
• Employ social media, with a plan. Find the places where people naturally assemble to talk about health stuff, where you can listen to their fears and questions and provide answers ---- answers they'll pass on, rather than being force-fed information that stops there.
• Use content and editorial. Blogs, Twitter, Facebook, Digg are transforming our tastes. We want news. We're looking for "updates," personal updates from people we know as well as from the world at large.

All of these ideas are founded in the same climate that has spawned social media. Social media help marketers, of which health care leadership is one example, build relationships in the same way we build relationships with each other. We remove blame and recognize each other's emotions. We can recognize that people essentially do the best with what they have. We can give them more.

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