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JOHNS HOPKINS:  CONNECTING PEOPLE WITH THE PROMISE OF MEDICINE
 

JOHNS HOPKINS: CONNECTING PEOPLE WITH THE PROMISE OF MEDICINE

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Digital technologies are causing a revolution in health care. As the world's first academic medical center, Johns Hopkins is a world leader in medical discovery, educating the next generation of ...

Digital technologies are causing a revolution in health care. As the world's first academic medical center, Johns Hopkins is a world leader in medical discovery, educating the next generation of healthcare leaders, and providing innovative and compassionate patient care. Embracing digital and social technologies has enabled the people of Johns Hopkins Medicine to connect with people around the world to demonstrate the promise of medicine. Through conversations and storytelling they've extended their brand beyond the hospital doors or the web site to enable better patient service, to reach varied audiences, to educate and inform -- all while managing patient privacy and other challenges unique to the healthcare space.

Stacy Poliseo
Internet Marketing Manager
Johns Hopkins Medicine

Aaron Watkins
Director of Internet Strategy
Johns Hopkins Medicine

http://www.ana.net/membersconference/show/id/MOC-APR13E

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  • The most commonly-researched topics are specific diseases or conditions; treatments or procedures; and doctors or other health professionals52% of smartphone owners, have used their phone to look up health or medical information35% of U.S. adults say that at one time or another they have gone online specifically to try to figure out what medical condition they or someone else might have. One in five internet users have consulted online reviews and rankings of health care service providers and treatments. 18% of internet users, or 13% of adults, have gone online to find others who might have health concerns similar to theirs. People living with chronic and rare conditions are significantly more likely to do this
  • Because we are a complex institution.Show our human side.
  • With increased online seekers searching for health information and the rising expectation that brands should be meeting people’s expectations on social media, health care organizations are finding they are not excused from being in this platform.Barriers are being broken, and consumers turn to social media for health information, finding a doctor, learning about treatments, seeking best options/second opinions.Explanation of social media – When pleople speak to brands they expect answers back.Two-way participationUser-generated contentTransparencyCredibility & TrustIt’s a conversationIt’s group driven
  • Healthcare is typically been a private and conservative industry. Social media throws this on its side and pushes communication into a public and immediate
  • #1 reason - Be in the conversationIt’s atool for consumer engagementCustomer Service-Customers use when they need helpCatch and resolve problems quicklyCommunity Outreach-Reach those who live near our facilities with information that can impact themPatient Education & Support-Patients and others use these sites for trusted medical information-Establish your organization as resourceEvents, clinical trials, medical newsEmployee Recruitment-Information on why great place to work Employee testimonials, position postedPublic Relations-Traditional media (TV, radio,print) monitors social media for breaking stories- Monitor employee/press engagement- Promote messages you want the press to see- Quick and efficient way to manage crisesPublic notification – safety, operations issuesControl the message and viral spread of informationCrisis Communications – The immediacy of social media allows use to communicate real-time updates during disaster situationsMarketing-Promote services and help interested patients find you-Drive traffic to your Website-Monitor and protect brandFollow competition
  • Quality over Quantity – both in the individual communities (i.e. Twitter) and the # of followers and in social media (5 strong accounts vs. every new shiny tool)
  • Listen. Learn. And Adapt has allowed us to really ramp up organic growth to our social media accounts.
  • Over the past year we’ve had a 100% increase in Twitter followers and a 63% growth in Facebook fans. The changes made were all a result in Listening, Learning, Adapting.
  • Strategize/planmonitor
  • It would be great if everyone would write on our Facebook page or use our Twitter handle, but since it’s not the case. It’s more than just posting information and content on social networks. It’s about being an active listener. Monitoring social media networks and keywords allows us to identify people talking about us (good & bad) that would otherwise slip under our radar.
  • To share a few of the kinds of interactions we see on a regular basis. We hear from patients who have been newly diagnosed with an illness and looking for more information because they trust us. Often times we’ll share information about research and people will reach out which also lets us build a releationshipj
  • Not all of our dialogue starts out positiveAcknowledge to public that we are listening but that we don’t reveal patient information.Listening also helps when you need to respond to complaints….Tie back to challenge slide
  • Know your audience:Who are they? Are demographics for Facebook, Twitter and YouTube are very different Facebook: 56% female; 25-34 is biggest age group, followed by 18-24 YouTube: 52% Male; 45-54 followed by 55-64Where are they? We need to be aware about who’s coming to us on a local vs. national vs. internationalHow do they like to communicate? Do they like to leave comments vs. likes/retweets/shares What are they saying?Ties back to the Listening partWhy are they talking/sharing about the brand? And why in those channels?
  • Sure Facebook, Twitter and YouTube are the “Big guys” – but are there other areas people are talking about you?We conducted an audit into all these different types of networks to find out if we were missing out on any crucial areas from bookmarking to videos/photos to discussion forums. Were our competitors there, when was last mention, sentiment, responses needed, reach,
  • This example was a person commenting on recent treatment at Hopkins – while they gave a nice review about their time at Hopkins, a lot of people started asking questions about insurance, how’d they make an appointment, more about the testing, etc.We can then look into this network and ask ourselves – should we be monitoring more closely? Is there a way we could possibly work closely with Daily Strength? Blogs, etc?
  • Looked at number and how many were conversational
  • We’ve learned that we have to be much more than just pushing out news articles and press releases.By combining what we learn from listening with aligning our strategy with the overall digital strategy, marketing efforts and institutional goals we are able to provide relevant information to our consumers.
  • An editorial calendar allows us to extend our ears further into the institution. We have identified individuals who can provide us with more information and utilize an editorial calendar to help us communicate, post content, and alert of upcoming events.
  • An editorial calendar allows us to extend our ears further into the institution. We have identified individuals who can provide us with more information and utilize an editorial calendar to help us communicate, post content, and alert of upcoming events.

JOHNS HOPKINS:  CONNECTING PEOPLE WITH THE PROMISE OF MEDICINE JOHNS HOPKINS: CONNECTING PEOPLE WITH THE PROMISE OF MEDICINE Presentation Transcript

  • Connecting People with thePromise of MedicinePresented by: Aaron Watkins, Director of Internet Strategy Stacy Poliseo, Internet Marketing Manager Digital & Social Conference @ Legg MasonApril 12, 2013 1
  • The Internet StrategyTeam’s Mission Hopkinsmedicine.org “…to connect the people of the world with the people of Johns Hopkins Medicine” Research Teaching Patient Care Create opportunities for meaningful interactions and access to a complex organization – connecting the right people at the right time.
  • Johns Hopkins MedicineWho We Are Hopkinsmedicine.org• 6 academic & community • Home care service hospitals • Managed care plans for• 4 suburban health care & military & employers surgery centers • Johns Hopkins Medicine• Regional primary/specialty International care network • School of Medicine
  • COHESIVE STRATEGYDigital, Web, Content, Social Media Strategy Hopkinsmedicine.org
  • COHESIVE STRATEGYDigital, Web, Content, Social Media Strategy Hopkinsmedicine.org
  • Health Information Seekingon the Rise Hopkinsmedicine.org 72% of Internet users say they looked online for health info in the past 12 months
  • Extending Content Hopkinsmedicine.org
  • Connecting People to People Hopkinsmedicine.org • Overview of JHM • Hospitals & Social Media • JHM Social Media Strategy Build community. Engage community. Beyond our walls. Beyond our web site.
  • Two-Way Communication Hopkinsmedicine.org
  • Shouldn’t We Be Worried? Hopkinsmedicine.org • A public forum requiring immediate response – Negative comments/reviews – Accurate health information and communication – Privileged patient information
  • Hospitals on Social Media Hopkinsmedicine.org
  • Most Common Social MediaPlatforms Among Hospitals Hopkinsmedicine.org
  • How Hospitals are UsingSocial Media Hopkinsmedicine.org• Customer Service • Public Relations• Community • Crisis Outreach Communications• Patient Education• Employee Recruitment*Source: Ed Bennett, University of MD
  • JHM Social Media Hopkinsmedicine.org • Facebook • Twitter • YouTube • LinkedIn • Sharecare
  • Survival of the Fittest Hopkinsmedicine.org
  • Social Media Growth atJohns Hopkins Medicine Hopkinsmedicine.org
  • Listen. Hopkinsmedicine.org
  • More Than Meets the Eye Hopkinsmedicine.org• Monitoring• Proactive engagement• Issue Resolution
  • Monitoring Tools Hopkinsmedicine.org
  • Meaningful Interactions Hopkinsmedicine.org “I have been diagnosed…”“I would love to hear more.My mom is getting treatedright now…”
  • Kudos Galore! Hopkinsmedicine.org “The building looks incredible…Nice work!”“This hospital changed my life forever…Thank you Johns Hopkins andthe two best doctors in the world”
  • Service Recovery Hopkinsmedicine.org “Could somebody explain how this happened?” “I thank everyone who acted on our concerns…My sister’s surgery date is now set…Thank you!”
  • Keep Listening Hopkinsmedicine.org • Appointments • Med School • Complaints • Compliments • International
  • Learn. Hopkinsmedicine.org
  • Where is your audience? Hopkinsmedicine.org
  • Where is your audience? Hopkinsmedicine.org
  • Audit of Twitter Hopkinsmedicine.org JHM Brand Brand #1 #2 Total # of Posts/Mont 119 312 322 h Average 3.84 10.06 10.39 Posts/Day
  • Audit of Facebook Hopkinsmedicine.org JHM Brand Brand #1 #2 Total # of Posts/Mont 53 52 167 h Average 2.12 2.08 6.68 Posts/Day
  • Adapt. Hopkinsmedicine.org
  • Content Strategy Hopkinsmedicine.org Source:
  • Editorial Calendar Hopkinsmedicine.org
  • Storytelling Hopkinsmedicine.org
  • Storytelling Hopkinsmedicine.org
  • Engagement Hopkinsmedicine.org
  • Have a Little Fun! Hopkinsmedicine.org
  • Discussion Hopkinsmedicine.org Aaron Watkins Director of Internet Strategy aaron.watkins@jhmi.edu @aaronwatkins Stacy Poliseo Internet Marketing Manager stacy.poliseo@jhmi.edu @sjmonk5