Healthcare Social Media

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  • -- Tweeting press releases: My bosses and others started asking me to Tweet things FOR them
    -- Twitter search: To find story ideas, but ALSO found range of Tweets about UPMC
  • -- I launched the Facebook Page in January 2010, when UPMC brought a group of orphans to Children’s Hospital after the earthquake in Haiti
    -- Our fan base grew by over 1,000 in a very short time, then stabilized
    -- Expanded content and frequency of postings gradually, as resources became available and as appetite increased
  • …That’s pretty much where UPMC’s social media story started.
    And today, I hope to give you a look inside our social media past, present and future
  • Healthcare Social Media

    1. 1. Healthcare Social Media by Kelly Mellott and Stacey Simon March 29, 2014
    2. 2. • Point Park University ‘07 • UPMC’s first full-time social media manager • 5+ years media relations experience • 4+ years social media experience • Proud “parent”  About Stacey 2
    3. 3. • Press releases • Pitching • Press conferences • Online newsroom • …Twitter! Media Relations Background 3
    4. 4. UPMC Facebook Page 4 • Launched Facebook Page Jan. 2010 • Posted mainly news stories at first • Expanded gradually • The wall = “What, they can talk back to us!?”
    5. 5. • First step = listen! • Expressed safety measures taken • Corrected false rumors • Earned credibility as the source of information Tweeting During a Crisis 5
    6. 6. 6
    7. 7. • Dec. 2009: Social media committee presents “business case” • Jan. 2010: Launched UPMC Facebook Page • Feb. 2011: Started @UPMCnews Twitter account • March 2011: Presented 2nd “business case” for expanded resources • March 2012: One full-time social media position created • May 2012: Added more strategic/engaging content to the mix • Fall 2012: Added additional profiles for UPMC’s sub brands (UPMC East, CancerCenter, Magee, Sports Medicine) • November 2012: One-person “team” grows to two! • January 2013: Social media strategy is formalized • Summer 2013: Corporate presence expands to LinkedIn, Instagram, Vine, Pinterest and Google+ • December 2013: Third social media employee is added! • February 2014: Consumer-facing blog launches UPMC’s Social Media Past 7
    8. 8. UPMC’s Social Media Team Setup 8 Sr. Engagement Manager Kate Powell Email and Social Social Media Manager Stacey Simon Strategy and policy Specialist I Ligaya Scaff Team support Specialist II Julia Kramkova Content strategy Digital Designer Dual UPMC.com and Social Media Videographers Marketing, Web, Public Relations Design and video support: Corporate Social Media Team: System partners:
    9. 9. • BA Journalism, Magazine Concentration • Focused in traditional print mediums • Blogging and “Citizen Journalism” were new topics • By senior year, our Honors Program students were making multimedia content with recorded sound, video and images • Venus Zine – Editorial Internship 2 years • Front of Book Writer to larger pieces • Web Writing • Assistant Fashion Editor • Myspace, Facebook, YouTube – Venus Zine TV – No Editorial Positions = Marketing! • Section Editor, Staff Writer Journalism Background 9
    10. 10. • Editor, Prime Publishing – Web Content Production from Launch – Blogging – SEO – Developed social channels and content calendars • Freelance Web Content – Content Production Companies – Real Estate, Finance, Local News Publications, Wine Blog Web Editorial Experience 10
    11. 11. Healthcare Experience 11
    12. 12. • National Ovarian Cancer Coalition – All things communications, public relations and Advertising – PSA Development – Social Media Channels • YouTube, LinkedIn, Twitter, Facebook, Pinterest • National and Chapter initiatives • First digital awareness campaign #WhyTeal Healthcare Experience 12 • UPMC • Focus on content development and strategy • Four Main channels: • UPMC • CancerCenter • Magee-Womens Hospital • UPMC East • Develop content for new platforms • YouTube Channel • LinkedIn • Google + • Pinterest • Precision Therapeutics Inc. • Personalized medicine and pharmacogenomics • First ever digital marketing strategy • Revamping all social and digital efforts • New audience focus: • Ovarian Cancer Patients • Gynecologic Oncologists
    13. 13. • Pillars of Journalism – Accuracy – Engaging Story – Timeliness – Establish Expertise – Understand your audience • “Write about what you know…” • Social Media adds the “conversation” Journalistic Approach 13
    14. 14. Would it go on a Magazine Cover? 14
    15. 15. • “Brand Journalism” – Using specially-designed content to attract customer attention– or in this case, patients • “Content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.” - The Content Marketing Institute - Take-away ratio “Content Marketing” 15
    16. 16. Example 16
    17. 17. • Editorial Calendars – Daily themes – Monthly themes • Topics that are “top of mind” to the public – Regular features • Establish a rhythm to keep fan base coming back The Process 17
    18. 18. Adding a voice to the noise 18
    19. 19. The “Angelina Effect” 19
    20. 20. Cancer Conversation 20
    21. 21. Cancer Conversation 21
    22. 22. Content Calendars 22
    23. 23. 1. We aim to work 1 month in advance – Outline the month with brand priorities, themes and holidays 2. Add in regular features 3. Work with Clinical Marketing to support priorities and create engaging angle, find expert sources 4. Tailor to the medium 5. Create rich content 6. Fact check, fact check, fact check 7. Adjust and be flexible! The Process 23
    24. 24. • Overall goal – “Life Changing Medicine” – Educate – Engage – Enlighten – Entertain Proactive Content 24
    25. 25. Educate: General Health info, about UPMC, health observances 25
    26. 26. Educate: General Health info, about UPMC, health observances 26
    27. 27. Engage: Trivia, Audience Qs, Fact or Fiction, Q&As, Employees 27
    28. 28. Engage: Trivia, Audience Qs, Fact or Fiction, Q&As, Employees 28
    29. 29. Fact or Fiction? 29
    30. 30. Enlighten: behind-the-scenes, media, patient stories 30
    31. 31. Entertain: quotes, holidays, local, rich content 31
    32. 32. Creating Rich Content 32
    33. 33. Infographics 33
    34. 34. Telling the patient story 34
    35. 35. Patient Story Amplification Project 35
    36. 36. Patient Story Amplification Project 36
    37. 37. Story Amplification Project 37
    38. 38. • Show the audience you are listening – join the conversation – What is your audience talking about? Reactive Posts 38
    39. 39. • Stronger following – Began using Facebook Advertising for promoted posts (Like ads coming soon) and doubled Facebook fan base since March 2013 – Larger social media staff needed to support larger fan base • Acquired Social Media Management System (SMMS) – Spredfast • Launched consumer-facing blog • Expanded monthly reporting Growth in the past year 39
    40. 40. Summary Stats – Corporate Channels 40
    41. 41. An image detailing surprising ingredients found on popular sodas was the month’s highest-reaching organic post on UPMC’s Facebook. The photo was shared 50 times by fans, resulting in additional commentary and engagement from non-fans. What we learned: • Dynamic, sharable content performs well • UPMC’s audience is interested in general nutrition information Moving forward: We will investigate additional opportunities for information-heavy, sharable photos to continue to educate our audience and increase the visibility of our posts What’s in your Soda? Channel: UPMC Facebook Timing: 8:30 a.m. Saturday, Jan. 4 41
    42. 42. 1. Legal Limitations • Taking advantage of user-generated content may be a cumbersome process • What are contests without prizes? • Federal patient privacy laws affect how we engage Challenges 42
    43. 43. 2. Tough Crowd • “Evil empire” • Sensitive subject matter • Modest fan base Challenges 43
    44. 44. Facebook Likes 44 Mayo Clinic on Facebook (500,000+ Likes) UPMC on Facebook (15,000+ Likes)
    45. 45. Facebook Use Among Hospitals 45 Hospital * Fans 1 Cleveland Clinic (4) 874,514 2 Mayo Clinic (3) 505,850 3 Johns Hopkins Hospital, Baltimore (1) 143,872 4 Barnes-Jewish Hospital/Washington University(15) 58,906 5 New York-Presbyterian (7) 40,863 6 Brigham and Women’s Hospital (9) 18,964 7 Massachusetts General Hospital (2) 17,576 8 UPMC (10) 15,027 9 USCF Medical Center (7) 14,422 10 University Hospitals Case Medical Center (18) 11,451 11 Cedars-Sinai Medical Center(13) 9,166 12 Northwestern Memorial Hospital (6) 8,943 13 Thomas Jefferson University Hospital (17) 7,775 14 Duke Univ. Medical Center (12) 7,027 15 Ronald Reagan UCLA Medical Center (5) 7,173 16 Hospital of the University of Pennsylvania (11) 6,947 17 IU Health Academic Health Center (16) 6,120 18 NYU Langone Medical Center (14) 4,714 U.S. News “Honor Roll” Hospitals (By # Facebook Fans) * U.S. News “Honor Roll” Ranking in parentheses • 1,292 U.S. hospitals currently use Facebook. Source: http://network.socialmedia.mayoclinic .org/hcsml-grid/
    46. 46. 3. Old-school mentality • Many leaders still are not receptive of social media • Edgy ideas normally don’t make it through the approval process • Accustomed to sales-y, one-way marketing (Ads don’t talk back!) Challenges 46
    47. 47. What lies ahead? 47
    48. 48. • Making an effort with Google+ - first Google Hangout in April! • Tackling legal roadblocks • Expanding creative resources with the goal of creating more content – both timely and cross-channel What lies ahead? 48
    49. 49. Questions? 49 Stacey Simon Social Media Manager, UPMC Twitter: @StaceyLSimon LinkedIn: LinkedIn.com/in/StaceySimon Email: SimonSL@UPMC.edu Kelly Mellott Digital Marketing Strategist, Precision Therapeutics LinkedIn: Linkedin.com/in/KellyMellott Email: Kmellott@PTILabs.com
    50. 50. Tips and guidelines to consider: • Sensitivity and Empathy – pretend you are the patient or a family member, walk in their shoes and never make promises. There are no certainties in healthcare! • Privacy and Legal parameters – HIPAA, patient information, employee and patient safety • Medical Accuracy – only trusted sources, make sure it can be proven • Big Pond – With 65,000 employees and an even larger patient pool, the social media team are the small fish  • Politics – remember this is still a business; facilities, experts and partners • Audience – limited attention-span and knowledge Creating Content 50
    51. 51. Patient Relations Connect you to patients and families Public Relations Current events; media Clinical Marketing Clinical service lines, experts/employees Administration Issues affecting operations, anything extreme (+/-) Design/Video Rich content production Contacts and Resources 51
    52. 52. Challenge #1: Testicular Cancer Awareness Month 52 Service Line: UPMC CancerCenter Challenges: UPMC CancerCenter wants to promote network sites and its new campaign, “Centered on Cancer, Focused on You.” April is Testicular Cancer Awareness Month but it is an extremely sensitive and private cancer.
    53. 53. Solution #1: Testicular Cancer Awareness Month 53
    54. 54. Challenge #2: The Walking Dead; Everyone loves Zombies! 54 Service Line: open Challenges: Zombies have hit mainstream media and we want in on the action. However, zombies are not exactly sensitive, not medically accurate.
    55. 55. Solution #2: The Walking Dead; Everyone loves Zombies! 55
    56. 56. Challenge #3: Pittsburgh Penguins 56 Service Line: UPMC Sports Medicine Challenges: Everyone knows that Pittsburghers love their sports teams. UPMC is the official sports medicine provider of the Pittsburgh Penguins. We want to promote the partnership during Pens season, but the Pens and the NHL are very sensitive about alluding to any type of injury and we cannot use images or names of any individual team members.
    57. 57. Solution #3: Pittsburgh Penguins 57
    58. 58. Challenge #4: National Picnic Day 58 Service Line: open Challenges: National Picnic Day is coming up and we’re using this as content inspiration because we know our audience connects with awareness days and holidays. We want to do something fun but it needs a health angle.
    59. 59. • http://bit.ly/1fp145Q Solution #4: National Picnic Day 59
    60. 60. Challenge #5: Holiday spirit 60 Service Line: Trauma Services Challenges: It’s the holiday season but we need to promote our trauma service line. We want to keep the spirit light, sensitive to religious differences and the focus on medicine.
    61. 61. Solution #5: Holiday spirit 61
    62. 62. Questions? 62 Stacey Simon Social Media Manager, UPMC Twitter: @StaceyLSimon LinkedIn: LinkedIn.com/in/StaceySimon Email: SimonSL@UPMC.edu Kelly Mellott Digital Marketing Strategist, Precision Therapeutics LinkedIn: Linkedin.com/in/KellyMellott Email: Kmellott@PTILabs.com
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