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Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
Social Media @OSUMC
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Social Media @OSUMC

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As presented to the AMA Healthcare SIG

As presented to the AMA Healthcare SIG

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  • The template can be used to create presentations for community, civic, advocacy and government relations groups. It is also appropriate for presentations focused on patient education and prevention.
  • Transcript

    • 1. Social Media @OSUMC
      January 27, 2010
    • 2. @OSUsquire
      I'm the program director for digital/social media @osumc, where I use digital tools to create engaging solutions to improve peoples’ lives.
    • 3. Ohio State University
      OSU Medical Center
      Research Education Patient Care
      OSU Physicians
      OSU Health System & Hospitals
      College of Medicine & Office of Health Sciences
      Clinical Departments
      • School of Biomedical Science
      • 4. School of Allied Medical Professions
      • 5. Centers, Programs, & Institutes
      Departmental LLCs:
      University Hospital
      James Cancer Hospital
      University Hospital East
      OSU Harding Hospital
      Ross Heart Hospital
      Primary Care Network
      Specialty Care Network
    • 9. 4
      4,000 Ambulatory Visits
      300 Emergency Department Visits
      150 Discharges (200 on Fridays)
      120 Surgeries
      Every Day is an Opportunity
    • 10. AmbulatoryGrowth
      Eye and Ear Institute
      CarePointGahanna
      CarePointLewis Center
      CarePoint East
      JamesCare Comprehensive Breast Center
      FastCare (Giant Eagle)
      5
    • 11. 6
    • 12. 7
    • 13. 8
    • 14. 9
      VisionMission & Values
      MissionTo improve people’s lives through innovation in research, educationand patient care
      VisionWorking as a team, we will shapethe future of medicine by creating, disseminating and applying new knowledge, and by personalizing health care to meet the needs of each individual
      ValuesExcellence, Collaborating as ONE University, Acting with Integrity & Personal Accountability, Openness & Trust, Diversity in People & Ideas, Change & Innovation, Simplicity in our Work, Leadership, Empathy & Compassion
      PromiseImproving people’s lives… through personalized health care
    • 15. Become a top 20 academic medical center and a top 10 NCI funded cancer program through advancements in research, education, and patient care
      Become a high performance organization and workplace of choice
      Generate an investment fund for mission development
      10
      Strategic Goals
    • 16. Understand the collective
      Culture
      (knowledge, experience, beliefs, values, attitudes) of our Employees, Patients & Communities
      in which we operate so that we can deliver healthcare in a way that is
      Predictive, Preventive,
      PersonalizedandParticipatory
      (P4 Medicine). 
      11
      Social Business
    • 17. Getting Started
      Social Media @OSUMC
      What we do now
      What we are planning
      How we change medicine
      12
    • 18. Social Media
      13
      Social Media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in conversations between authors, people, and peers.”
      -Brian Solis
      http://www.briansolis.com/2010/01/defining-social-media-the-saga-continues/
    • 19. Issues
    • 20. Issues
      Requestor: Unknown
      Business Unit: University Hospital
      Question/Comment: The amount of time I see people using facebook is out of control. I walk around and at any given time can find a few people on facebook. This includes nursing, physicians, occupational therapist and physical therapist (managers at times). I beg you to please do something about this. I hear of other hospitals that have banned this so I know it can be done. Thanks
    • 21. Become a top 20 academic medical center and a top 10 NCI funded cancer program through advancements in research, education, and patient care
      Become a high performance organization and workplace of choice
      Generate an investment fund for mission development
      16
      Strategic Goals
    • 22. Access
      Tammy Moore
      Director
      Emergency Services at Ohio State University Medical Center
    • 23. “Our policy is that you, the employee, may use Social Media for personal use only during non-working time and in strict compliance with all other terms of this and other Medical Center and University policies.”
      Policy
      Policy Online: https://onesource.osumc.edu/sites/policies/Documents/Policy%2005-05_Social%20Media_011310%20(00063276).PDF
    • 24. “Conduct that would be illegal or a violation of a Medical Center or University policy in the “offline” world would still be illegal or a violation of the policy when it occurs online.”
      Policy
      Policy Online: https://onesource.osumc.edu/sites/policies/Documents/Policy%2005-05_Social%20Media_011310%20(00063276).PDF
    • 25. Don'ts:
      Confidential OSU information
      Patient information
      Personnel Information
      Legal Information
      Materials that belong to someone else
      Policy
      Policy Online: https://onesource.osumc.edu/sites/policies/Documents/Policy%2005-05_Social%20Media_011310%20(00063276).PDF
    • 26. Guidelines:
      Policy requires adherence to the Social Media Participation Guidelines.
      The Guidelines are administered by Communications and Marketing.
      Policy
      Policy Online: https://onesource.osumc.edu/sites/Audience/Leaders/Pages/Social%20Media%20Guidelines.aspx
    • 27. Toolkit
      http://bit.ly/socialmediaOSUMC
    • 28. The Process
      What is the overall Plan?
      1
      Who is our Audience?
      2
      What are our Goals?
      3
      What Resourcesare available?
      4
      How are we changing Relationships?
      5
      Which Technologies should we use?
      6
    • 29. Getting Started
      Social Media @OSUMC
      What we do now
      What we are planning
      How we change medicine
    • 30. Build Relationships
    • 31. Listen
    • 32. Respond
    • 33. Respond (Quicker!)
    • 34. Influence
    • 35. Enlist
    • 36. Stefanie’s Champions
      31
      Mass mailings started Oct ‘10
      22 nominations received Oct-12/22/10
    • 37.
    • 38. Nominate Your Champion!
      33
      12/23/10-01/03/10
      Up to $50 a day
      Up to $2.00 per click
      Total spend $600
      Highly Targeted
    • 39. Target
      34
    • 40. Target
      35
    • 41. Target
      36
    • 42. Target
      37
    • 43. Target
      38
    • 44. Target-Avoidance
      39
    • 45. 40
    • 46. Results
      41
      2,373,746 Impressions
      621 Clicks
      Average Cost Per Click $.97
      30 NEW nominations (4.8% Conversion)
      In 12 days…
    • 47.
    • 48. CEO Blog
      Overall picture
      Not just text
      Current Events
      Candid
      http://medicalcenter.osu.edu/aboutus/keeping_in_touch/default.aspx
    • 49. Department Blogs
      Story tell
      Responsive
      High level
      Details
      Content Calendar
    • 50. Thought Leadership
      Collection
      Platform
      Discussion
      Multi-media
      http://phc.osumc.edu
    • 51. Facebook Page
      Aggregate Stories
      Quick calls to action
      Ask an opinion
      Video
      Pictures
      Links
      http://facebook.com/osumedicalcenter
    • 52. YouTube
      http://youtube.com/osumedicalcenter
    • 53. YouTube—Help Our Customers
      http://www.youtube.com/watch?v=1QbUcFIl0sw
    • 54. YouTube—UGC
      Give them tools
      Make it a competition
      http://www.youtube.com/watch?v=_-GrLhTYYs4
    • 55. Collect Stories
      Provide Online/Offline Opportunity
      Social Sharing
      Inform
      Web
      http://projectone.osu.edu/
    • 56. Getting Started
      Social Media @OSUMC
      What we do now
      What we are planning
      How we change medicine
    • 57. Become a top 20 academic medical center and a top 10 NCI funded cancer program through advancements in research, education, and patient care
      Become a high performance organization and workplace of choice
      Generate an investment fund for mission development
      52
      Strategic Goals
    • 58. Total Digital Presence
    • 59. Source: http://darmano.typepad.com/logic_emotion/2010/07/gameplan.html
      David Armano—SVP at Edleman Digital
    • 60. In Amber’s words…
      • Listen to the newly amplified and disseminated voices of our customers online
      • 61. Respond to that feedback, and take it into consideration when we make decisions related to how you operate
      • 62. Provide helpful, useful information to our customers that support their entire relationship with us, not just their moment of purchase
      • 63. Empower every person in our business to be and do all of these things themselves, within agreed upon guidelines, but with the freedom to respond with speed and personality
      • 64. Adapt our people and processes to provide more open, fluid networks of communication. That means inside our business, between our business and community (past, present, and future customers), and among and within the community itself
      Source: http://go.osu.edu/beyondcampaigns
    • 65. In Amber’s words…
      • Listen to the newly amplified and disseminated voices of our customers online
      • 66. Respond to that feedback, and take it into consideration when we make decisions related to how you operate
      • 67. Provide helpful, useful information to our customers that support their entire relationship with us, not just their moment of purchase
      • 68. Empower every person in our business to be and do all of these things themselves, within agreed upon guidelines, but with the freedom to respond with speed and personality
      • 69. Adapt our people and processes to provide more open, fluid networks of communication. That means inside our business, between our business and community (past, present, and future customers), and among and within the community itself
      Source: http://go.osu.edu/beyondcampaigns
    • 70. Social Media @OSUMC
      What we do now
      What we are planning
      How we change medicine
    • 71. David Armano—
      SVP at Edleman Digital
      Source: http://www.flickr.com/photos/7855449@N02/2780450986/sizes/o/in/set-72157606844282993/
    • 72. Understand the collective
      Culture
      (knowledge, experience, beliefs, values, attitudes) of our Employees, Patients & Communities
      in which we operate so that we can deliver healthcare improve peoples’ lives in a way that is
      Predictive, Preventive,
      PersonalizedandParticipatory
      (P4 Medicine). 
      59
      Social Business
    • 73. Ryan Squire@OSUsquireRyan.Squire@osumc.edu614-293-0473

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