During the AMA NAMC conference last week Cleveland Clinic had an obvious presence that showcased their progressive and strategic approach to media relations and web-based healthcare.

During my live Tweet of a presentation by eCleveland Clinic executive director, Dr. C. Martin Harris, I decided to see if Cleveland Clinic was really on the ball.

I asked, via Twitter, if they were listening.

And they were.  One Margaret Vandervort (@MargaretV) responded.

Now, had Cleveland Clinic not responded I wouldn’t have disclosed it in a post like this. Because based on what I know about most institutions, response to a Twitter query is unlikely. Social media engagement, when it’s even understood or allowed, is sterilized, neutralized and controlled to the point where a connection such as @MargaretV ‘s is practically impossible. So, as it turns out, Cleveland Clinic’s ears and its capacity for engagement are as tuned as its medical care.

If you’re a medical school or hospital, you have to ask yourself: would you have heard me? Do you know what’s being said about you and your brand? Or more importantly how would you have responded?

Stay tuned. Perhaps I’ll run this little experiment again on a broader scale … just to see who’s listening.