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 2 Strategic Social Media for Health Care 7/27/2010
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. 3 Strategic Social Media for Health Care 7/27/2010
How prevalent is social media in US hospitals? 4 7/27/2010 Strategic Social Media for Health Care
How prevalent is social media in US hospitals? 5 7/27/2010 Strategic Social Media for Health Care
Does social media work for CUMC? 6 Strategic Social Media for Health Care 7/27/2010
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? 7 Strategic Social Media for Health Care 7/27/2010
Social Media Mindset 8 Strategic Social Media for Health Care 7/27/2010
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. 9 Strategic Social Media for Health Care 7/27/2010
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/ 10 Strategic Social Media for Health Care 7/27/2010
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 11 Strategic Social Media for Health Care 7/27/2010
4. Engage Wordpress (Blogs) HootSuite Sendible Radian6 TweetDeck Ping.fm KickApps LiveWorld APIs Graphic Courtesy Social Media University Global social-media-university-global.org 12 Strategic Social Media for Health Care 7/27/2010
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. 13 Strategic Social Media for Health Care 7/27/2010
5. Convert Photo Courtesy Search Engine People http://www.flickr.com/photos/sepblog/3649959327/ 14 Strategic Social Media for Health Care 7/27/2010
Web Site Goals comments recommendations retweets forwards links likes mentions interactions leads page views subscribers time on site bounce rate 6. Measure Successes Engagement 15 Strategic Social Media for Health Care 7/27/2010
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.
16 Strategic Social Media for Health Care 7/27/2010
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? 17 Strategic Social Media for Health Care 7/27/2010
What’s Hot? 18 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 Strategic Social Media for Health Care
What’s Not? …..But warming up 19 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 Strategic Social Media for Health Care
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”. 20 Strategic Social Media for Health Care 7/27/2010
Bradley W. JoblingSocial Media ManagerColumbia University Department of Surgerywww.email@example.com@bradjoblingwww.linkedin.com/in/bradleyjobling 21