Social Media @OSUMC<br />January 27, 2010<br />
@OSUsquire<br />I'm the program director for digital/social media @osumc, where I use digital tools to create engaging sol...
 Ohio State University<br />OSU Medical Center<br />Research        Education        Patient Care<br />OSU Physicians<br /...
School of Allied Medical Professions
Centers, Programs, & Institutes</li></ul>Departmental LLCs:<br /><ul><li>Medical
Surgical
Primary Care
Hospital Based</li></ul>University Hospital<br />James Cancer Hospital<br />University Hospital East   <br />OSU Harding H...
4<br />4,000 Ambulatory Visits<br />300 Emergency Department Visits<br />150 Discharges (200 on Fridays)<br />120 Surgerie...
AmbulatoryGrowth<br />Eye and Ear Institute<br />CarePointGahanna<br />CarePointLewis Center<br />CarePoint East<br />Jame...
6<br />
7<br />
8<br />
9<br />VisionMission & Values<br />MissionTo improve people’s lives through innovation in research, educationand patient c...
Become a top 20 academic medical center and a top 10 NCI funded cancer program through advancements in research, education...
Understand the collective <br />Culture<br />(knowledge, experience, beliefs, values, attitudes) of our Employees, Patient...
Getting Started<br />Social Media @OSUMC<br />What we do now<br />What we are planning<br />How we change medicine<br />12...
Social Media<br />13<br />Social Media is the democratization of information, transforming people from content readers int...
Issues<br />
Issues<br />Requestor: Unknown<br />Business Unit: University Hospital<br />Question/Comment: The amount of time I see peo...
Become a top 20 academic medical center and a top 10 NCI funded cancer program through advancements in research, education...
Access<br />Tammy Moore<br />Director<br />Emergency Services at Ohio State University Medical Center<br />
“Our policy is that you, the employee, may use Social Media for personal use only during non-working time and in strict co...
“Conduct that would be illegal or a violation of a Medical Center or University policy in the “offline” world would still ...
Don'ts:<br />Confidential OSU information<br />Patient information<br />Personnel Information<br />Legal Information<br />...
Guidelines:<br />Policy requires adherence to the Social Media Participation Guidelines. <br />The Guidelines are administ...
Toolkit<br />http://bit.ly/socialmediaOSUMC<br />
The Process<br />What is the overall Plan?<br />1<br />Who is our Audience?<br />2<br />What are our Goals?<br />3<br />Wh...
Getting Started<br />Social Media @OSUMC<br />What we do now<br />What we are planning<br />How we change medicine<br />
Build Relationships<br />
Listen<br />
Respond<br />
Respond (Quicker!)<br />
Influence<br />
Enlist<br />
Stefanie’s Champions<br />31<br />Mass mailings started Oct ‘10<br />22 nominations received Oct-12/22/10<br />
Nominate Your Champion!<br />33<br />12/23/10-01/03/10<br />Up to $50 a day<br />Up to $2.00 per click<br />Total spend $6...
Target<br />34<br />
Target<br />35<br />
Target<br />36<br />
Target<br />37<br />
Target<br />38<br />
Target-Avoidance<br />39<br />
40<br />
Results<br />41<br />2,373,746 Impressions<br />621 Clicks<br />Average Cost Per Click $.97<br />30 NEW nominations (4.8% ...
CEO Blog<br />Overall picture<br />Not just text<br />Current Events<br />Candid<br />http://medicalcenter.osu.edu/aboutus...
Department Blogs<br />Story tell<br />Responsive<br />High level<br />		Details<br />Content 	Calendar<br />
Thought Leadership<br />Collection<br />Platform<br />Discussion<br />Multi-media<br />http://phc.osumc.edu<br />
Facebook Page<br />Aggregate Stories<br />Quick calls to action<br />Ask an opinion<br />Video<br />Pictures<br />Links<br...
YouTube<br />http://youtube.com/osumedicalcenter<br />
YouTube—Help Our Customers <br />http://www.youtube.com/watch?v=1QbUcFIl0sw<br />
YouTube—UGC <br />Give them tools<br />Make it a competition<br />http://www.youtube.com/watch?v=_-GrLhTYYs4<br />
Collect Stories<br />Provide Online/Offline Opportunity<br />Social Sharing<br />Inform<br />Web<br />http://projectone.os...
Getting Started<br />Social Media @OSUMC<br />What we do now<br />What we are planning<br />How we change medicine<br />
Become a top 20 academic medical center and a top 10 NCI funded cancer program through advancements in research, education...
Total Digital Presence<br />
Source: http://darmano.typepad.com/logic_emotion/2010/07/gameplan.html<br />David Armano—SVP at Edleman Digital<br />
In Amber’s words…<br /><ul><li>Listen to the newly amplified and disseminated voices of our customers online
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Social Media @OSUMC

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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.
  • Social Media @OSUMC

    1. 1. Social Media @OSUMC<br />January 27, 2010<br />
    2. 2. @OSUsquire<br />I'm the program director for digital/social media @osumc, where I use digital tools to create engaging solutions to improve peoples’ lives.<br />
    3. 3. Ohio State University<br />OSU Medical Center<br />Research Education Patient Care<br />OSU Physicians<br />OSU Health System & Hospitals<br />College of Medicine & Office of Health Sciences<br />Clinical Departments<br /><ul><li>School of Biomedical Science
    4. 4. School of Allied Medical Professions
    5. 5. Centers, Programs, & Institutes</li></ul>Departmental LLCs:<br /><ul><li>Medical
    6. 6. Surgical
    7. 7. Primary Care
    8. 8. Hospital Based</li></ul>University Hospital<br />James Cancer Hospital<br />University Hospital East <br />OSU Harding Hospital <br />Ross Heart Hospital<br />Primary Care Network<br />Specialty Care Network<br />
    9. 9. 4<br />4,000 Ambulatory Visits<br />300 Emergency Department Visits<br />150 Discharges (200 on Fridays)<br />120 Surgeries<br />Every Day is an Opportunity<br />
    10. 10. AmbulatoryGrowth<br />Eye and Ear Institute<br />CarePointGahanna<br />CarePointLewis Center<br />CarePoint East<br />JamesCare Comprehensive Breast Center<br />FastCare (Giant Eagle)<br />5<br />
    11. 11. 6<br />
    12. 12. 7<br />
    13. 13. 8<br />
    14. 14. 9<br />VisionMission & Values<br />MissionTo improve people’s lives through innovation in research, educationand patient care<br />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<br />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<br />PromiseImproving people’s lives… through personalized health care<br />
    15. 15. Become a top 20 academic medical center and a top 10 NCI funded cancer program through advancements in research, education, and patient care<br />Become a high performance organization and workplace of choice<br />Generate an investment fund for mission development<br />10<br />Strategic Goals<br />
    16. 16. Understand the collective <br />Culture<br />(knowledge, experience, beliefs, values, attitudes) of our Employees, Patients & Communities<br />in which we operate so that we can deliver healthcare in a way that is <br />Predictive, Preventive, <br />PersonalizedandParticipatory<br />(P4 Medicine). <br />11<br />Social Business<br />
    17. 17. Getting Started<br />Social Media @OSUMC<br />What we do now<br />What we are planning<br />How we change medicine<br />12<br />
    18. 18. Social Media<br />13<br />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.”<br />-Brian Solis<br />http://www.briansolis.com/2010/01/defining-social-media-the-saga-continues/<br />
    19. 19. Issues<br />
    20. 20. Issues<br />Requestor: Unknown<br />Business Unit: University Hospital<br />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<br />
    21. 21. Become a top 20 academic medical center and a top 10 NCI funded cancer program through advancements in research, education, and patient care<br />Become a high performance organization and workplace of choice<br />Generate an investment fund for mission development<br />16<br />Strategic Goals<br />
    22. 22. Access<br />Tammy Moore<br />Director<br />Emergency Services at Ohio State University Medical Center<br />
    23. 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.”<br />Policy<br />Policy Online: https://onesource.osumc.edu/sites/policies/Documents/Policy%2005-05_Social%20Media_011310%20(00063276).PDF<br />
    24. 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.”<br />Policy<br />Policy Online: https://onesource.osumc.edu/sites/policies/Documents/Policy%2005-05_Social%20Media_011310%20(00063276).PDF<br />
    25. 25. Don'ts:<br />Confidential OSU information<br />Patient information<br />Personnel Information<br />Legal Information<br />Materials that belong to someone else<br />Policy<br />Policy Online: https://onesource.osumc.edu/sites/policies/Documents/Policy%2005-05_Social%20Media_011310%20(00063276).PDF<br />
    26. 26. Guidelines:<br />Policy requires adherence to the Social Media Participation Guidelines. <br />The Guidelines are administered by Communications and Marketing.<br />Policy<br />Policy Online: https://onesource.osumc.edu/sites/Audience/Leaders/Pages/Social%20Media%20Guidelines.aspx <br />
    27. 27. Toolkit<br />http://bit.ly/socialmediaOSUMC<br />
    28. 28. The Process<br />What is the overall Plan?<br />1<br />Who is our Audience?<br />2<br />What are our Goals?<br />3<br />What Resourcesare available?<br />4<br />How are we changing Relationships?<br />5<br />Which Technologies should we use?<br />6<br />
    29. 29. Getting Started<br />Social Media @OSUMC<br />What we do now<br />What we are planning<br />How we change medicine<br />
    30. 30. Build Relationships<br />
    31. 31. Listen<br />
    32. 32. Respond<br />
    33. 33. Respond (Quicker!)<br />
    34. 34. Influence<br />
    35. 35. Enlist<br />
    36. 36. Stefanie’s Champions<br />31<br />Mass mailings started Oct ‘10<br />22 nominations received Oct-12/22/10<br />
    37. 37.
    38. 38. Nominate Your Champion!<br />33<br />12/23/10-01/03/10<br />Up to $50 a day<br />Up to $2.00 per click<br />Total spend $600<br />Highly Targeted<br />
    39. 39. Target<br />34<br />
    40. 40. Target<br />35<br />
    41. 41. Target<br />36<br />
    42. 42. Target<br />37<br />
    43. 43. Target<br />38<br />
    44. 44. Target-Avoidance<br />39<br />
    45. 45. 40<br />
    46. 46. Results<br />41<br />2,373,746 Impressions<br />621 Clicks<br />Average Cost Per Click $.97<br />30 NEW nominations (4.8% Conversion)<br />In 12 days…<br />
    47. 47.
    48. 48. CEO Blog<br />Overall picture<br />Not just text<br />Current Events<br />Candid<br />http://medicalcenter.osu.edu/aboutus/keeping_in_touch/default.aspx<br />
    49. 49. Department Blogs<br />Story tell<br />Responsive<br />High level<br /> Details<br />Content Calendar<br />
    50. 50. Thought Leadership<br />Collection<br />Platform<br />Discussion<br />Multi-media<br />http://phc.osumc.edu<br />
    51. 51. Facebook Page<br />Aggregate Stories<br />Quick calls to action<br />Ask an opinion<br />Video<br />Pictures<br />Links<br />http://facebook.com/osumedicalcenter<br />
    52. 52. YouTube<br />http://youtube.com/osumedicalcenter<br />
    53. 53. YouTube—Help Our Customers <br />http://www.youtube.com/watch?v=1QbUcFIl0sw<br />
    54. 54. YouTube—UGC <br />Give them tools<br />Make it a competition<br />http://www.youtube.com/watch?v=_-GrLhTYYs4<br />
    55. 55. Collect Stories<br />Provide Online/Offline Opportunity<br />Social Sharing<br />Inform<br />Web<br />http://projectone.osu.edu/<br />
    56. 56. Getting Started<br />Social Media @OSUMC<br />What we do now<br />What we are planning<br />How we change medicine<br />
    57. 57. Become a top 20 academic medical center and a top 10 NCI funded cancer program through advancements in research, education, and patient care<br />Become a high performance organization and workplace of choice<br />Generate an investment fund for mission development<br />52<br />Strategic Goals<br />
    58. 58. Total Digital Presence<br />
    59. 59. Source: http://darmano.typepad.com/logic_emotion/2010/07/gameplan.html<br />David Armano—SVP at Edleman Digital<br />
    60. 60. In Amber’s words…<br /><ul><li>Listen to the newly amplified and disseminated voices of our customers online
    61. 61. Respond to that feedback, and take it into consideration when we make decisions related to how you operate
    62. 62. Provide helpful, useful information to our customers that support their entire relationship with us, not just their moment of purchase
    63. 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. 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</li></ul>Source: http://go.osu.edu/beyondcampaigns<br />
    65. 65. In Amber’s words…<br /><ul><li>Listen to the newly amplified and disseminated voices of our customers online
    66. 66. Respond to that feedback, and take it into consideration when we make decisions related to how you operate
    67. 67. Provide helpful, useful information to our customers that support their entire relationship with us, not just their moment of purchase
    68. 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. 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</li></ul>Source: http://go.osu.edu/beyondcampaigns<br />
    70. 70. Social Media @OSUMC<br />What we do now<br />What we are planning<br />How we change medicine<br />
    71. 71. David Armano—<br />SVP at Edleman Digital<br />Source: http://www.flickr.com/photos/7855449@N02/2780450986/sizes/o/in/set-72157606844282993/<br />
    72. 72. Understand the collective <br />Culture<br />(knowledge, experience, beliefs, values, attitudes) of our Employees, Patients & Communities<br />in which we operate so that we can deliver healthcare improve peoples’ lives in a way that is <br />Predictive, Preventive, <br />PersonalizedandParticipatory<br />(P4 Medicine). <br />59<br />Social Business<br />
    73. 73. Ryan Squire@OSUsquireRyan.Squire@osumc.edu614-293-0473<br />
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