I thought a great deal before deciding on the title of this publisher's note. I really did. Announcing to readers that "I'm Not Dead Yet" might seem at first glance just a wee bit obvious. (Unless, of course, this was scheduled to be printed posthumously, which then makes it just downright eerie - and a complete surprise to me! Rest assured, at least at the time I wrote this, I was very much alive and well.)

For those who opt to read further (the title could strike them as too melodramatic), I assure you, these words reflect the way I felt when I had my recent epiphany and decided to embrace the incredible potential of social networking and, more specifically, blogging.

It's a natural evolution, really: like 45s and 78s to eight tracks to cassettes to CDs to direct downloads from the computer. Yet it's mind boggling to me how few healthcare professionals have accepted and embraced it. In fact, I've counted two: Paul Levy, President and CEO of Beth Israel Deaconess Medical Center in Boston and Nick Jacobs, president and CEO of Windber Medical Center and Windber Research Institute. Both will be remembered as pioneers when it comes to the effective use of blogging.

I was hesitant at first, seeing blogging as nothing more than a recreational activity, a way of blowing off literary steam and not to be taken too seriously - the last refuge of writer wannabees with limited talent. But I have seen the light and am convinced that the warm, welcoming glow of blogging will illuminate the path to success. (Let's see some writer wannabee come up with a sentence like that!)

Blogging, of course, is just part of social networking, the process of building community through the Internet. I believe this activity is no longer an option for a business that hopes to remain successful, it is an absolute necessity. For sure, blogging has suffered because some blogs are not worth the time it took to write them. But, as with every innovation, it will only be a matter of time before the cream rises.

To be sure, there also are cautions, including legal liabilities and other consequences. While these should not be taken lightly, they should not become a rationale for avoiding social networking and blogging.

Our four healthcare publications serve the healthcare industry in western Pennsylvania, South Florida, Chicago, and Atlanta, and each has its own Web site. The number of visitors to those sites increases monthly and the reach these sites have given us to our market is nothing short of phenomenal. More importantly, this has provided interactive communication like never before: visitors often email us with questions or opinions; in turn, we can communicate to this select market via those same email addresses.

The healthcare industry in America prides itself on offering "state-of-the-art" technology and best practices. Yet as a group we have been slow to embrace this newest form of strategic communication. I would urge everyone to give it a look and to find a way to incorporate it into your communications strategy. Whether you proceed cautiously or jump in with abandon, I urge you to give it a try. We are quickly approaching the point where it no longer will be optional.

I would invite you to regularly visit our Web site, which is listed at the bottom of this page and see how our virtual community is developing. (You might also want to "Google" Paul Levy or Nick Jacobs to experience their blogs.) I am committed to keeping Western Pennsylvania Hospital News at the forefront of communications and a leader in advocating for our industry to do the same.

Harvey Kart