Case Study: Cleveland Clinic Takes A Stepladder Approach To Achieve Social Media Success

The Cleveland Clinic was not the first healthcare firm to experiment in social media, but it achieved success where others failed. A pragmatic assessment of the barriers it faced in developing social media strategy and governance as well as an incremental plan to develop a centralized social media marketing organization helped Cleveland Clinic make steady progress. By structuring a cross-functional team to enable education, collaboration, and smart governance, Cleveland Clinic has deepened engagement with its consumers around the globe, begun to realize the business benefits of social media, and optimized the marketing organization to adapt to new media.