'Get on Twitter'

YARMOUTH, Maine - Beth Ludwick has issued a call to action to providers: Start tweeting.

“Twitter has changed from a marketing 'nice-to-have' to a marketing 'must-have,'” said Ludwick, senior director of communications for AAHomecare.

Providers who aren't on the social media platform are missing out on an opportunity to connect with their custumers, says Ludwick.

One provider not missing out: Cape Medical Supply.

Since joining Twitter in 2010, the Sandwich, Mass.-based DME provider has sent more than 3,700 tweets on everything from educating customers on CPAP and sleep apnea to drawing users to its company blog, highlighting employees and publicizing news and events.

“It's a great way to get your message out there in a defined strategic manner,” said Craig Orsi, account director at Grouper Design, which handles Cape Medical Supply's social media accounts.

It's also an important advocacy tool.

A recent AAHomecare survey of Capitol Hill staffers found that it takes anywhere from 10 to 30 tweets about an issue to get their attention, says Ludwick.

However, for some providers like Cheyenne, Wyo.-based COPD Respiratory, Twitter sounds like just one more “thing” they need to put on their overloaded to-do lists.

“I don't understand Twitter enough to know if we would benefit from it,” said owner Clark McInroy. “It seems like we don't even have the time to work on our (website and Facebook page).”

That's to be expected, says Ludwick.

“There's always going to be the early adopters, the late adopters and for some people, it's just not their thing,” she said. “But as more people start using (personal accounts), it will seem less intimidating to use it for their business.”