Connecting the People of the World
with the People of Johns Hopkins Medicine

Presented by:

Aaron Watkins, Director of In...
The Internet Strategy
Team’s Mission

Hopkinsmedicine.org

“…to connect the people of the world with the
people of Johns H...
Johns Hopkins Medicine
Who We Are
• 6 academic & community
hospitals
• 40 suburban health care &
surgery centers
• Regiona...
COHESIVE STRATEGY
Digital, Web, Content, Social Media Strategy

Hopkinsmedicine.org
COHESIVE STRATEGY
Digital, Web, Content, Social Media Strategy

Hopkinsmedicine.org
Connecting People to People
Hopkinsmedicine.org
Connecting People to People
Hopkinsmedicine.org

• Overview of JHM
• Hospitals & Social Media
• JHM Social Media Strategy
...
Let’s Talk Social!
Hopkinsmedicine.org

• Establish realistic, achievable goals
• Integrate Content and Social strategies
...
Establish Realistic Goals
Educate your C-Suite, Stakeholders & Contributors

• Why is your
organization on
social media?

...
Establish Realistic Goals
Educate your C-Suite, Stakeholders & Contributors

Hopkinsmedicine.org

Where We Began
• Connect...
Establish Realistic Goals
Support what you launch

•
•
•
•
•
•
•

Facebook
Twitter
Sharecare
YouTube
LinkedIn
Google Plus
...
Integrate Content & Social Strategies
Hopkinsmedicine.org

1. Teach & support
content creators
2. Provide a
toolbox
- Stru...
Integrate Content & Social Strategies
Hopkinsmedicine.org

3. Package &
Plan
What is in the
works?
What already
exists?
Wh...
Integrate Content & Social Strategies
Hopkinsmedicine.org

http://tinyurl.com/lwoqrg2

Goals
– Provide basic information a...
Integrate Content & Social Strategies
Hopkinsmedicine.org

Home Page

Twitter
Facebook
Integrate Content & Social Strategies
Join in Social and Media Trends

Hopkinsmedicine.org

How can JHM contribute to what...
Seek out audiences & conversations
Listening is the most important part of
communication.

Hopkinsmedicine.org

“Could som...
Seek out audiences & conversations
Hopkinsmedicine.org
Seek out audiences & conversations
The whole web is social now.

Hopkinsmedicine.org
Measure & Report
Know Your Channels & Audiences

Hopkinsmedicine.org
Measure & Report
Know Your Channels & Audiences

Hopkinsmedicine.org

Facebook: Major Characteristics
• East Coast
• Femal...
Measure & Report
Know Your Channels & Audiences

Hopkinsmedicine.org

Twitter: Major Characteristics
• East Coast
• Slight...
Measure & Report
Demonstrate Good Decision-making
Equip Good Decision-making

Hopkinsmedicine.org

Standard Reports
• Dash...
Thank you!
Hopkinsmedicine.org

Aaron Watkins
Director of Internet Strategy
aaron.watkins@jhmi.edu
@aaronwatkins
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Connecting the People of the World with the People of Johns Hopkins Medicine

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I presented along with Lee Aase from The MayoClinic for the BullDog Reporter PR University's "What’s New & What’s Working in Hospital PR & Marketing: Advanced Best Practices for Integrating Traditional, Social and Mobile"

https://bulldogreporter.com/hospital-pr-marketing

This is my portion of the 90-minute presentation and subsequent panel discussion. I wanted to share a very high level snapshot of our efforts as internal strategists, educators and implementers leading the first centralized web strategy ever for Johns Hopkins Medicine.

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Connecting the People of the World with the People of Johns Hopkins Medicine

  1. 1. Connecting the People of the World with the People of Johns Hopkins Medicine Presented by: Aaron Watkins, Director of Internet Strategy 1
  2. 2. The Internet Strategy Team’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 – – providing the right information at the right time. – connecting the right people at the right time.
  3. 3. Johns Hopkins Medicine Who We Are • 6 academic & community hospitals • 40 suburban health care & surgery centers • Regional primary/specialty care network Hopkinsmedicine.org • Home care service • Managed care plans for military & employers • Johns Hopkins Medicine International • School of Medicine
  4. 4. COHESIVE STRATEGY Digital, Web, Content, Social Media Strategy Hopkinsmedicine.org
  5. 5. COHESIVE STRATEGY Digital, Web, Content, Social Media Strategy Hopkinsmedicine.org
  6. 6. Connecting People to People Hopkinsmedicine.org
  7. 7. Connecting People to People Hopkinsmedicine.org • Overview of JHM • Hospitals & Social Media • JHM Social Media Strategy Build community. Engage community. Beyond our walls, web site, and channels.
  8. 8. Let’s Talk Social! Hopkinsmedicine.org • Establish realistic, achievable goals • Integrate Content and Social strategies • Seek out audiences and conversations beyond branded channels (Listen!) • Measure and report
  9. 9. Establish Realistic Goals Educate your C-Suite, Stakeholders & Contributors • Why is your organization on social media? • How does social engagement fit within your larger Internet strategy? Hopkinsmedicine.org
  10. 10. Establish Realistic Goals Educate your C-Suite, Stakeholders & Contributors Hopkinsmedicine.org Where We Began • Connecting people – Listening, Responding • Humanizing our people and institution through storytelling and interactions • Customer Service & Service Recovery Where We’ve Grown • Crisis Monitoring & Communications • Employee Recruitment • Health Information & Patient Education • Traffic Driving
  11. 11. Establish Realistic Goals Support what you launch • • • • • • • Facebook Twitter Sharecare YouTube LinkedIn Google Plus Instagram Hopkinsmedicine.org
  12. 12. Integrate Content & Social Strategies Hopkinsmedicine.org 1. Teach & support content creators 2. Provide a toolbox - Structure content. - Document templates with word counts, image sizes, etc. - Structured Content Applications
  13. 13. Integrate Content & Social Strategies Hopkinsmedicine.org 3. Package & Plan What is in the works? What already exists? When is it most relevant? When to post? Why? 4. Analyze to Report & Adapt
  14. 14. Integrate Content & Social Strategies Hopkinsmedicine.org http://tinyurl.com/lwoqrg2 Goals – Provide basic information and scientific perspective – Increase visitation to key pages – Promote online chat – Call to action: request appointment
  15. 15. Integrate Content & Social Strategies Hopkinsmedicine.org Home Page Twitter Facebook
  16. 16. Integrate Content & Social Strategies Join in Social and Media Trends Hopkinsmedicine.org How can JHM contribute to what’s happening today? • Faculty’s POV • Packaging preexisting content
  17. 17. Seek out audiences & conversations Listening is the most important part of communication. 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!”
  18. 18. Seek out audiences & conversations Hopkinsmedicine.org
  19. 19. Seek out audiences & conversations The whole web is social now. Hopkinsmedicine.org
  20. 20. Measure & Report Know Your Channels & Audiences Hopkinsmedicine.org
  21. 21. Measure & Report Know Your Channels & Audiences Hopkinsmedicine.org Facebook: Major Characteristics • East Coast • Female • 18-44 years of age • Patient Stories, Well-Packaged Research Content World-wide Audience • Strong East Coast • Major cities across the country
  22. 22. Measure & Report Know Your Channels & Audiences Hopkinsmedicine.org Twitter: Major Characteristics • East Coast • Slightly male dominated • Heavy 35-44 demographic • Research Content & Institutional Content World-wide Audience • Strong East Coast • Major cities across the country
  23. 23. Measure & Report Demonstrate Good Decision-making Equip Good Decision-making Hopkinsmedicine.org Standard Reports • Dashboards: Monthly • Data • Most shared, least shared • Context • Mission & Business relationships • Highlighted Screenshots Crisis Reports • Data • Comprehensive Screenshots • Real-time Insight and Response!
  24. 24. Thank you! Hopkinsmedicine.org Aaron Watkins Director of Internet Strategy aaron.watkins@jhmi.edu @aaronwatkins

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