Three things I've learned about Healthcare Social Media

A Common Sense Approach to Social MediaThree things I’ve learned in the past three years Ed Bennett University of Maryland Medical System Connecting Healthcare + Social Media Conference New York, NY| May, 2012

My Background Pre-1980 Juggler & Street Performer Core Web Management SkillsPage  2

My Background Pre-1980 Juggler & Street Performer 1980 - 1994 Microfilm Technician, Software TrainerPage  3 http://www.flickr.com/photos/zigazou76/6310027720/

My Background Pre-1980 Juggler & Street Performer 1980 - 1994 Microfilm Technician, Software Trainer 1994 - 1999 Web EntrepreneurPage  4

My Background 1999 - Now University of Maryland Medical System All Things Web Technical Infrastructure Content Development Application Development Web Marketing Strategy Analytics / Mobile / SEO / Video Social MediaPage  5

Three Themes  Our patients are ahead of us.  Real change starts at the top.  Social media is more than the sum of its parts.

1. Patients expect more than we deliver.

1. Patients expect more than we deliver When it comes to Social Media: •They trust healthcare providers •They are influenced by our messages •They want us to respond •They want support afterwards

Price Waterhouse CoopersHealth Research Institute ReportNational Consumer Survey and Industry ReviewApril, 2012

Consumers are more likely to share informationfrom and with healthcare providers Doctor Hospital Health Insurer Drug Company N = 1,060 Source: PwC HRI Social Media Consumer Survey, 2012

45% of consumers said information found via social mediawould affect their decision to seek a second opinion N = 1,060 Source: PwC HRI Social Media Consumer Survey, 2012

Consumers value information and services that makehealthcare easier to managePercentage of respondents finding value in servicesoffered by healthcare providers in social media N = 1,060 Source: PwC HRI Social Media Consumer Survey, 2012

54% of patients are comfortable with their doctor going toonline physician communities for advice related to theircare N = 1,060 Source: PwC HRI Social Media Consumer Survey, 2012

2. Big change starts at the top

Opening Access at UMMCWebsense in place since 2004 Blocking Facebook Most Blogging platforms Social media widgets Broke many non-social media sites Blocked patient education / professional resources

Opening Access at UMMC Why Change?  Patient Satisfaction – #1 Driver  Respect for Hospital Staff  Lessons learned from the first Web cycle  Opportunity to reach & build communities

Opening Access at UMMC The Process – all of 2010  Driven by our CEO  Lots of meetings and memos with  Legal / Compliance / IT / HR  Clinical Leadership  Policies and staff guidelines  Education and training

One Year Later… Opened access on January 1, 2011 !

Opening Access at UMMC Results  A “No Drama” launch  Decreased patient complaints  Increased employee awareness  Social media = business as usual

Opening Access at UMMCKey factors to our success: Decision came from senior Hospital Leadership, not IT (or HR) Did a risk / benefit calculation, but used honest math Staff training and accountability put in place Involved all parties – HR, Legal, IT, Medical Staff

Open Access brought new services

Patient Support Groups on Facebook Liver Transplant  Hepatitis C Digestive Diseases  Trauma SurvivorsLaunched in March 2011Between 25 and 50 members each

Patient Support Groups on Facebook  Outgrowth of traditional IRL groups  Managed by the same group leader  Mix of Closed & Secret Groups  Posts are private to the group Set up & sanctioned by the UMMC Communications Department

Patient Support Groups on Facebook Results: Activity level varies by group Support, knowledge exchange “Does this happen to anyone else?” Mix of health and other topics Projects and Events like a group luncheon

3. Social Media is more thanthe sum of its parts

Fundraising May 15, 2011 Fundraising Event for our Cancer Center A major Maryland race Over 2,000 runners Plus one unexpected guest…

Dozer the Dog

The Finish Line Video

The Dozer TimelineSunday May 15, 2011 - Race day, Dozer joins the funMonday: Dozer’s owners contact UMMC We contact local / national newsTuesday: Video on umm.edu and YouTube Dozer donation pageWednesday: Story picked up on personal blogs 495 YouTube Views $390 donations from 14 people

The Dozer TimelineThursday: Story gets local and national attention on Fox News, ESPN, Runners World, etc. More blog posts embedding the YouTube Video Race officials meet with dozer family, give him a medal3,517 YouTube Views - $600 in donations from 16 peopleFriday: Publish Second Video with text narrative Web attention from the Today Show, Runners World, and many personal blogs (Runners and Dog Lovers)65,815 YouTube Views - $1,338 from 61 people

The Second Video

Dozer Donation Page

Dozer onFacebook

What Viral Looks Like10,000 Second Dozer Video First Dozer Video 9,000 All other UMMC Videos (570) 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 5/ 5/ 5/ 5/ 5/ 6/ 6/ 6/ 6/ 7/ 7/ 7/ 7/ 7/ 8/ 8/ 8 29 5 12 24 14 22 19 3 17 31 1 15 26 10 7

What Viral Looks Like70,000 Second Dozer Video First Dozer Video60,000 All other UMMC Videos (570)50,00040,00030,00020,00010,000 0 5/ 5/ 5/ 5/ 5/ 6/ 6/ 6/ 6/ 7/ 7/ 7/ 7/ 7/ 8/ 8/ 8 29 5 12 24 14 22 19 3 17 31 1 15 26 10 7

The Parts: Huge media relations effort New Fundraising Website Video production Facebook, Twitter, YouTube and Blogs MonitoringThe Sum:  Hundreds of blog posts, tweets and shares  Local / national / international media coverage  Over 500,000 YouTube views  $30,000 raised from 700 donors

 Keep up with your patients’ expectations for Social Media Get your leadership to lead on Social Media Social Media can be part of almost any initiative

Thank YouEd BennettDirector Web & CommunicationsTechnologyUniversity of Maryland Medical Center410-328-0771ebennett@umm.edu / ed@ebennett.orgumm.edu / ebennett.orgTwitter: @edbennett

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Three things I've learned about Healthcare Social Media

by Ed Bennett

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