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Bradley Jobling, Columbia University Department of Surgery Presentation - BDI 3/17/11 Healthcare Social Communications Leadership Forum
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Bradley Jobling, Columbia University Department of Surgery Presentation - BDI 3/17/11 Healthcare Social Communications Leadership Forum

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Presentation by: Bradley Jobling, Office of External Affairs, Columbia University Department of Surgery …

Presentation by: Bradley Jobling, Office of External Affairs, Columbia University Department of Surgery

www.bdionline.com

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  • 1. Columbia University Department of Surgery www.columbiasurgery.org info@columbiasurgery.org @columbiasurgery
  • 2. 3/30/2011 Health Care Social Communications Leadeship Forum 2 Why social media for health care? “This business as we knew it for the last 20 years has changed. We used to market to the doctors who would refer their patients to us. Now more patients are hearing about us from other patients.”
  • 3. 3/30/2011 Health Care Social Communications Leadership Forum 3 From the Bottom of My LVAD
  • 4. 3/30/2011 Health Care Social Communications Leadeship Forum 4 The Liver Spot
  • 5. 3/30/2011 Health Care Social Communications Leadeship Forum 5 Heart-Valve-Surgery.com
  • 6. 3/30/2011 Health Care Social Communications Leadership Forum 6 Columbia Surgery Facebook Pages Pages Likes (Mar/11) Followers (Mar/11) Aortic Surgery 42 65 Atrial Fibrillation 29 58 Center for Hyperhidrosis 38 34 Center for Metabolic and Weight 40 72 Loss Surgery Clinical Breast Cancer Program 10 207 Columbia Surgery 1,444 3,205 Living Liver Donor Transplant 356 492 Program Minimally Invasive Hybrid Cardiac 27 51 Care Pancreas Center 372 362 Second Opinion 25 7 Thoracic Surgery 37 26
  • 7. 3/30/2011 Health Care Social Communications Leadeship Forum 7
  • 8. 3/30/2011 Health Care Social Communications Leadeship Forum 8
  • 9. 3/30/2011 Health Care Social Communications Leadeship Forum 9 www.columbiasurgery.net
  • 10. 3/30/2011 Health Care Social Communications Leadership Forum 10 Does social media work for NYPH/Columbia?
  • 11. 3/30/2011 Health Care Social Communications Leadership Forum 11 Social Media Strategy
  • 12. 3/30/2011 Health Care Social Communications Leadership Forum 12 1. Determine First Program
  • 13. 3/30/2011 Health Care Social Communications Leadership Forum 13 2. Listen
  • 14. 3/30/2011 Health Care Social Communications Leadeship Forum 14 3. Prepare
  • 15. 3/30/2011 Health Care Social Communications Leadeship Forum 15 4. Engage (Blog as a Power Station)
  • 16. 3/30/2011 Going Viral Against HIV and STIs 16 5. Measure Successes
  • 17. 3/30/2011 Health Care Social Communications Leadeship Forum 17 Success Dashboard Content Goals - (# of posts and q&a items written per month) • Content Produced By AreaPosts & Articles Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 Total Goal 6 6 6 6 6 6 6 6 6 54 Clinical Trial Articles Journal Reviews Meeting Summaries OtherDifferenceQuestions & Answers Goal Ask an Expert Q&A Other Apr/10 20 May/10 Jun/10 Jul/10 20 20 20 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 Total 20 20 20 20 20 180 • Social Media Activity ScoresDifferencePost Syndication Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Web Site Referrals - (traffic coming to your web site from other Internet sites) Oct/10 Nov/10 Dec/10 Total • Facebook Insights Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 Total • Twitter Klout Facebook Twitter Blog ShareCare Other (NYP.org, columbia.edu, …) SearchTotal Visits Facebook Page Activity - (http://www.facebook.com/help/?search=insights) Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 Avg Likes Monthly Active Users • Traffic to Web Site Post Views Post Feedback Twitter Activity - (http://klout.com/kscore) Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 Avg Followers Klout Score • Informational Requests • Referrals • Article Syndication & Links
  • 18. 3/30/2011 Health Care Social Communications Leadership Forum 18 Strategy is Important• Consistent communications message• Justifying social media to management• Content creation, page monitoring, community building• Employee policies regarding social media• Issue, and crisis control• New requirements for even more “community” content.• New operational work flows
  • 19. 3/30/2011 Health Care Social Communications Leadeship Forum 19 New Initiatives• Ask An Expert • ShareCare • Patient • Clinician• Online Support Communities • Pancreatic Cancer • Liver• Online Chats• Content Management & Workflow• Content Syndication
  • 20. 3/30/2011 Health Care Social Communications Leadeship Forum 20 www.columbiasurgery.org @columbiasurgery Bradley W. Jobling Deborah Schwarz @bradjobling ds348@columbia.edu www.linkedin.com/in/bradleyjobling http://www.linkedin.com/in/deborahschwarz mcgregor