Three things I've learned about Healthcare Social Media
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Three things I've learned about Healthcare Social Media

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Case studies of hospital based social media: ...

Case studies of hospital based social media:
Current research on consumer expectations
Opening staff access (stop blocking)
Hospital sponsored patient support groups on Facebook
Media relations, fundraising and a dog named Dozer

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  • It’s fundamentally different than traditional one-to-many models. Models that give complete control to the publisher.
  • Here's are a few of the ways Hospitals are using Social Media right now. (focus on the Patient Ed / Customer Service / Brand monitoring points)
  • Here's are a few of the ways Hospitals are using Social Media right now. (focus on the Patient Ed / Customer Service / Brand monitoring points)

Transcript

  • 1. 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
  • 2. My Background Pre-1980 Juggler & Street Performer Core Web Management SkillsPage  2
  • 3. My Background Pre-1980 Juggler & Street Performer 1980 - 1994 Microfilm Technician, Software TrainerPage  3 http://www.flickr.com/photos/zigazou76/6310027720/
  • 4. My Background Pre-1980 Juggler & Street Performer 1980 - 1994 Microfilm Technician, Software Trainer 1994 - 1999 Web EntrepreneurPage  4
  • 5. 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
  • 6. Three Themes  Our patients are ahead of us.  Real change starts at the top.  Social media is more than the sum of its parts.
  • 7. 1. Patients expect more than we deliver.
  • 8. 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
  • 9. Price Waterhouse CoopersHealth Research Institute ReportNational Consumer Survey and Industry ReviewApril, 2012
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 2. Big change starts at the top
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. One Year Later… Opened access on January 1, 2011 !
  • 19. Opening Access at UMMC Results  A “No Drama” launch  Decreased patient complaints  Increased employee awareness  Social media = business as usual
  • 20. 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
  • 21. Open Access brought new services
  • 22. Patient Support Groups on Facebook Liver Transplant  Hepatitis C Digestive Diseases  Trauma SurvivorsLaunched in March 2011Between 25 and 50 members each
  • 23. 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
  • 24. 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
  • 25. 3. Social Media is more thanthe sum of its parts
  • 26. Fundraising May 15, 2011 Fundraising Event for our Cancer Center A major Maryland race Over 2,000 runners Plus one unexpected guest…
  • 27. Dozer the Dog
  • 28. The Finish Line Video
  • 29. 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
  • 30. 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
  • 31. The Second Video
  • 32. Dozer Donation Page
  • 33. Dozer onFacebook
  • 34. 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
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. 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
  • 39.  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
  • 40. Thank YouEd BennettDirector Web & CommunicationsTechnologyUniversity of Maryland Medical Center410-328-0771ebennett@umm.edu / ed@ebennett.orgumm.edu / ebennett.orgTwitter: @edbennett