Crisis Communications and Healthcare Social Media

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Presentation given to Marketing Division of Kentucky Hospital Association at its fall meeting in 2010

Presentation given to Marketing Division of Kentucky Hospital Association at its fall meeting in 2010

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  • 1. A Full Service Advertising, Marketing and Public Relations Firm
  • 2. Crisis Communication in the Age of Social Media Perspectives for Healthcare Professionals By Susan Gosselin Director of PR Vest Advertising, Marketing & Public Relations, Louisville, KY
  • 3. 825 Hospitals in Social Media in US
  • 4. Where Is the Growth in Usage?
  • 5. Yeah, but Who’s Using it in Kentucky?
  • 6. Best Practice#1: Creative Use of Your Newsroom
  • 7. Best Practice #2: Full Disclosure – Virally
  • 8. Best Practice #3: Fargo – Twitter as Emergency Response System
  • 9. Best Practice #4: Social Tools for Health Crisis
  • 10.
    • receives hundreds of amateur ads – winner gets $2500 cash. Contest widely reported in national mainstream news media.
    • E-cards – send a viral video card on flu prevention to your friends
    • Online toolkits for schools, universities to communicate to students
    • Extensive how-to information for special populations
  • 11. CDC Bloginars: Making Bloggers Partners
  • 12.
    • When the FDA recalled several brands of peanut- based products, people went to the Internet first for details. The FDA recall widget app got:
      • 19 million unique visitors for the main site
      • Placement on 20,000 websites
  • 13. CDC – Hundreds of E-cards
  • 14. Best Practice #5: The Transparent CEO
    • Paul Levy, CEO Beth Israel Deaconess Hospital, Boston
  • 15.
    • 700 jobs to be cut, mostly lower staff level
    • Announced town hall meetings on his blog
    • Town halls explained what needed to be done and asked the staff for suggestions
    • Boston Globe invite to attend an internal meeting
    His Blog Is a Channel for Rallying Staff in Economic Crisis
  • 16. CEO Management by Blogging
  • 17.
    • Standing ovations from employees and outpouring of team support on his blog
    • More than 100 messages an hour for days
    • Hundreds of suggestions for cost cutting
    • Departments and individuals offer to take pay cuts and give up overtime and vacation
    Results: 500 Jobs Saved
  • 18. Paul Levy: The White Knight of The Great Recession
  • 19.
    • Post every comment, no matter how negative
    • Treat all your employees like adults
    • Treat all employees as equally important
    • Reveal everything – infection rates, outcomes – and encourage interdepartmental competition
    Levy’s Lessons in Radical Transparency
  • 20. Those Who Live by the Sword May Die by the Sword. But They Can Defend Themselves with the Sword, Too.
  • 21.  
  • 22. How Should I Use Social Media at My Hospital? Start with Your Employees.
  • 23.
    • Perform a communications audit of channels you now have, what they say, how they run, and how effective they are
    • Develop communications chain of command, determine how it works in different kinds of crisis
    • Put your listening ears on:
      • Google Alerts
      • TweetDeck/Seesmic
      • Memetracker
      • Google Analytics/Vocus/Cision
    Formalize Your Crisis Communication Plan
  • 24.
    • # of views on videos, # of downloads for podcasts
    • Google Alerts to show who else is discussing you
    • Offsite analysis free tools – Quantcast, Compete, and Alexa
    • Paid services such as Radian6
    • Increases in new patients, procedures done, or inquiries
    Measurement Tactics
  • 25. Executive Media Training
    • Composure/body language
    • Crafting message
    • Avoiding land mines
    • Real-world simulations preferred
  • 26. Prepare Your Crisis Communication Tools
    • Pre-designed templates and documents
    • Stay on alert lists from CDC, FDA and others, using their tools
    • Develop good Facebook/Twitter fan base
  • 27. Your Most Important Tool: Social Media Newsroom
    • Makes your news viral
    • Encourages pick-up from bloggers and journalists
    • Coordinates resources in one place
    • C
  • 28. The Social Media Release
  • 29. Create Social Media Policies for All Stakeholders
    • Employees participating for company
    • All employees, all personal sites
    • Distributors/partners who may write about your product
    • Visiting public
  • 30. Team Policy – What to Cover
    • Plagiarism – all sources noted with a link back
    • Defamatory language
    • Arguing
    • Breaking company news without permission
    • Promising what you can’t deliver
    • Referring to vendors/partners without their consent
    • Leading language
    • Making false claims
    • Charged statements
    • Online diagnosis
  • 31.
    • Include in Employee Handbook
    • No company links or photos unless already released
    • Keep same “dont’s” from social media team policy
    • Cannot use company logo in profile, profile pic
    • Clients on your Facebook?
    • Foursquare decorum?
    Facebook Social Media Policy for ALL Employees Duane Hoffman/
  • 32. Twitter/Wiki Social Media Policy for ALL Employees
    • No handles using company name
    • Keep “don’ts”
    • No wikis without permission
    • Professional decorum
    • No company logos
    • No posting of videos on YouTube without consent
  • 33. The Public Needs Rules, Too
    • Publish policy wherever
    • they comment
    • No harassment
    • No spam/chain letters
    • Must stay on topic
    • No plagiarism
    • No defamatory language
    • No personal or contact info
    • Reserve the right to remove
  • 34.
  • 35.  
  • 36. Websites Worth Visiting
    • r/InnovisHealthChannel
    • http: //
    • http://www.socialmediagovernanc
  • 37.
    • Susan Gosselin, Director of PR
    • Vest Advertising, Marketing & Public Relations Louisville, KY
    • 502-267-5335 ext. 253
    • [email_address]
    Thanks for joining us today!
  • 38. A Full Service Advertising, Marketing and Public Relations Firm