Beyond Ad Hoc

Creating a Crystal Clear, Well Structured Engagement Strategy
What Works and What Doesn’t
Strategic Social Media for Health Care
July 27, 2010
Bradley W. Jobling
Columbia University Department of Surgery
Beyond Ad Hoc

Bradley W. Jobling
15 years online marketing and Internet Strategy
MBA from Columbia Business School
5 years online marketing and web strategy at Columbia University Medical Center
1 year social media for Department of Surgery under Dr. Mehmet Oz
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Is social media working for health care?
The WHO used Twitter to communicate, research, and monitor the H1N1 pandemic.
Clinicians are joining Sermo and Ozmosis.
Patients are using Diabetic Connect, Daily Strength, and PatientsLikeMe.
American Well has developed an online care system.
Organized Wisdom is using Twitter to become a health information search engine.
More money was raised for Haiti in days than during the Indian Ocean tsunami in weeks.
According to HSC provider reputation was more important than a doctor’s recommendations.
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How prevalent is social media in US hospitals?
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How prevalent is social media in US hospitals?
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Does social media work for CUMC?
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Why is strategy important?
What is the message of your social media project?
How is social media justified to management? Is there an ROE?
Who is going to generate the content & monitor pages?
What are the employee policies regarding social media?
What happens when an issue, crisis or legal conundrum occurs?
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Social Media Mindset
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1. Determine 1st Program
Inventory marketing & communication programs.
Inventory assets & touch points used in marketing and communication programs.
Determine an area where a program can be initiated.
Define objectives, goals, policies, procedures and budget.
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2. Listen
Google Alerts
Blog Pulse
Buzz Metrics
Surveys
Social Mention
Radian 6
Cymfony
Jive
Viral Heat
Tattler
How to Build Your Own Social Media Monitoring Service (@webmetricsguru)
Photo Courtesy Banion1964 http://www.flickr.com/photos/banlon1964/46324162/
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Guidelines & Practices
Goals & Metrics
Research best practices
Develop procedures
Write up social media policy & guidelines
Determine content strategy
Look at current web analytic measures.
Determine what metrics are available from SM tools.
Set measurable goals to be achieved from SM program.
Setup new metrics gathering programs as required and incorporate into overall analytics.
Start a system to track referrals from the get-go.
3. Prepare
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4. Engage
Wordpress (Blogs)
HootSuite
Sendible
Radian6
TweetDeck
Ping.fm
KickApps
LiveWorld
APIs
Graphic Courtesy Social Media University Global social-media-university-global.org
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4. Engage
Start with basic platforms and grow.
Prime fans and followers from current subscribers,
Place links on all collateral,
Create an editorial calendar.
Search for outside content to post.
Develop internal communication channels.
Monitor responses for follow-up.
Educate and collaborate with other departments and constituents.
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5. Convert
Photo Courtesy Search Engine People http://www.flickr.com/photos/sepblog/3649959327/
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Web Site Goals
comments
recommendations
retweets
forwards
links
likes
mentions
interactions
leads
page views
subscribers
time on site
bounce rate
6. Measure Successes
Engagement
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Why is content strategy important?
New requirements for even more content.
Content may need to be developed differently.
Social media doesn’t always scale.
Content is distributed across different formats.
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New requirements place a higher liability on organizations and individuals.
Easier for clinicians and employees to release information.
Good relationships can change.
Legal Department has to adjust to new situation.
Why is HIPAA important to strategy?
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What’s Hot?
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Blogs
Facebook
Twitter
You Tube
Yahoo! Groups,
Google Health,
Web MD Health Exchange
Care Pages
PatientsLikeMe.com
Twice as many people search rather than ask friends.
PatientsLikeMe – 37,000 members growing 10% per month
60% to 70% Internet users search for health information.
75% of Forrester Creators share health information
66% doctors think online communication will increase in next 18 months.
7/27/2010

What’s Not? …..But warming up
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Physician Social Networks:
Ozmosis
Sermo
Medscape Physician Connect
Physician Rating Sites:
Angie’s List
Yelp
RateMDs
Healthgrades
UCompareHealth (About)
CME
LinkedIn CME Group
Sermo, Ozmosis and Mescape Physician Connect are the 3 largest physician social networks.
Sermo and Physicians Connect has over 100,000 members.
Sermo conducts online physician focus groups ranging from $10,000 to $16,000.
Angie’s List has 150 health care categories with 10,000 monthly reviews.
50% of CME providers use social media
7/27/2010

Points to Ponder
90% of hospitals want to acquire new patients with social media. This will take time.
Monitor and listen to feedback, if nothing else.
Incorporate social media into training, internal communication and hiring.
If something bad happens, start at “ground zero”.
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Bradley W. JoblingSocial Media ManagerColumbia University Department of Surgerywww.columbiasurgery.orgbjobling95@gsb.columbia.edu@bradjoblingwww.linkedin.com/in/bradleyjobling
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Beyond Ad Hoc

by Bradley Jobling

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