Is it a coincidence that the top two hospitals on US News and World Reports honor roll of the best hospitals in the US also have strong social media programs? I’m delighted to make that connection with two friends who do an outstanding job at their respective leadership positions in social media for Johns Hopkins Hospital and the Mayo Clinic.

Elizabeth Tracey is Director of the Johns Hopkins Health Newsfeed and has pioneered podcasting for the large healthcare entity in Baltimore. The podcasting is used to educate patients as well as provide content to other media outlets. For example, the Cleveland Plain Dealer, yes a newspaper, is carrying the Johns Hopkins HealthNewsFeed. Tracey treats the Johns Hopkins organization as a newsroom not just as a provider of information to other news organizations. This approach gives the talents and people of Johns Hopkins Hospital signifcant exposure that builds trust with their communities.

Lee Aase, public affairs manager, at the Mayo Clinic continues to push the social media envelope and capitalize on the wealth of healthcare expertise at Mayo. There is a series of blogs and podcasts that Mayo produces clearly available on their main navigation. In addition, a creative Mayo Clinic channel on YouTube has garnered interesting interaction, from thousands of views to potential participants in clinical trials for new treatment.

Congratulations to both Elizabeth Tracey and Lee Aase. On whether it is just coincidence that both organizations have strong social media programs; let’s put it this way, leadership is the one constant in a hospital achieving such a significant status. These dynamic organizations approach social media as they do healthcare delivery, with innovation and a dedication to serving the needs of their publics.