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Hospitals and Social Media Ed Bennett, Director of Web Strategy University of Maryland Medical System
Agenda What is Social Media? How can hospitals use these tools? Current numbers Our experience at UMMC Examples from other...
About Me <ul><li>Working in the Web since 1994 </li></ul><ul><li>Many hats: </li></ul><ul><ul><li>Startup participant  </l...
What is Social Media? <ul><li>It’s a conversation, not a lecture </li></ul><ul><li>It’s an extension of everyday interacti...
It’s a bunch  of Web Sites  with very silly names
How can a Hospital use Social Media? <ul><li>A. How do they use this tool? </li></ul>
How can a Hospital use Social Media? <ul><li>Customer Service:   Contact point for our customers, catch problems early. </...
Current Hospital Social Media Accounts As of August 2009,  351 U.S. Hospitals use at least one of these tools Blogs
Rapid Growth – YouTube and Twitter Number of Hospital Accounts by Month 2007 2008 2006 2009
The UMMC Social Media program Background <ul><li>Started in the Fall of 2008 </li></ul><ul><li>Run out of the Web Services...
UMMC YouTube Channel YouTube.com <ul><li>One of the largest social media sites </li></ul><ul><li>The #2 Search Engine </li...
UMMC YouTube Channel YouTube.com/ummc <ul><li>Over 160 Videos </li></ul><ul><li>Duplicates the videos embedded on our Web ...
UMMC YouTube Channel The &quot;Secret Sauce&quot; for getting viewers: Detailed Descriptions
The UMMC YouTube Channel # of videos watched Impact <ul><li>Each day: </li></ul><ul><li>1,500 people watch a video on umm....
UMMC on Facebook Facebook.com <ul><li>Largest Social Network </li></ul><ul><li>250 Million active users (83 Mil. U.S.) </l...
UMMC on Facebook Facebook.com/medcenter <ul><li>Over 1,000 fans </li></ul><ul><li>Tools: </li></ul><ul><ul><li>Newsfeeds <...
UMMC on Twitter Twitter.com <ul><li>Rapid growth </li></ul><ul><li>Quick adoption by Hospitals </li></ul><ul><li>Lots of m...
UMMC on Twitter Twitter.com/ummc <ul><li>2,700 followers </li></ul><ul><li>3 to 4 updates / day </li></ul><ul><li>Clear id...
UMMC on Twitter www.twitter.com/ummc Service Outreach <ul><li>Reputation monitoring </li></ul><ul><li>Quick response </li>...
Examples from  Other Organizations
Community Outreach – Sutter Medical Center <ul><li>Sutter Eden Medical  </li></ul><ul><li>Engages the local community abou...
Real-time Education - Aurora Health Care <ul><li>Bilateral knee replacement surgery  </li></ul><ul><li>In the first wave o...
Referring Physician Outreach - MD Anderson Cancer Center twitter.com/PhysRelations <ul><li>Promote use of Referring Physic...
Coordinated Program - Childrens Hospital Los Angeles <ul><li>Invitation to  “Share Your Story” </li></ul><ul><li>Well desi...
Service Recovery – Scripps Health <ul><li>Monitors Social Networks for the Scripps name </li></ul><ul><li>Steps in to help...
<ul><li>Used a Blog and Twitter during the Spring 2009 floods.  </li></ul><ul><li>Created the blog and had first update po...
<ul><li>Fall H1N1 Preparation </li></ul><ul><li>Targeting Young Adults </li></ul><ul><li>Social Media “Kits” – Badges, emb...
<ul><li>These services will continue to grow and grab attention (time spent on site). </li></ul><ul><li>An expectation tha...
<ul><li>What’s the ROI? </li></ul>Q. What’s the ROI of Social Media?
<ul><li>A. What’s the ROI for putting your pants on in the morning?* </li></ul>*David Scott - http://bit.ly/hSzIi Q. What’...
<ul><li>Instead of ROI, Think ROC:  Return On Connections </li></ul><ul><li>Positive Word of Mouth </li></ul><ul><li>Servi...
How Can Your Organization Use Social Media? <ul><li>These examples could apply to any public facing organization </li></ul...
Getting Started With Social Media <ul><li>You can start small </li></ul><ul><li>Look to your internal experts </li></ul><u...
Thank You Edward Bennett Director, Web Strategy University of Maryland Medical System 410-328-0771 [email_address] http://...
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Hospitals & Social Media - Fall 2009

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  • It’s fundamentally different than traditional one-to-many models. Models that give complete control to the publisher.
  • This answer is based on the idea of SM as a basic tool – which can be used in many ways.
  • Time: 2 min. Agenda Item: What does the future hold and how can you be prepared? Discussion Points: Ed copy: ”…The end of traditional push websites” What to expect: These services will continue to grow and grab attention (time spent on site). Expectation that your organization will be available where they “live”. Expectation that feedback, commenting, mash-ups, and sharing of your content will be integrated into their community. The end of traditional “Push-only” Web sites. Speaker Lead: Ed with Jeff question
  • Time: 2 min. Agenda Item: What does the future hold and how can you be prepared? Ed: “ Here’s the most common question I see about Social Networking, along with my somewhat flippant answer (courtesy of David Meerman Scott). The point is that these things are simply expected as part of doing business. They are part of good customer service, being a part of the your local community – providing the basic services expected by a hospital. And while a social media presence isn’t expected now, it will be in the near future”
  • Time: 2 min. Agenda Item: What does the future hold and how can you be prepared? Ed: “ Here’s the most common question I see about Social Networking, along with my somewhat flippant answer (courtesy of David Meerman Scott). The point is that these things are simply expected as part of doing business. They are part of good customer service, being a part of the your local community – providing the basic services expected by a hospital. And while a social media presence isn’t expected now, it will be in the near future”
  • Time: 2 min. Agenda Item: What does the future hold and how can you be prepared? Discussion Points: Ed copy: ”…The end of traditional push websites” Ed: “ …so instead of ROI, think about Return on Connections. – What is the value of: Positive Word of Mouth Service Recovery Message Influence (not control) Brand Monitoring Instant Feedback
  • Transcript of "Hospitals & Social Media - Fall 2009"

    1. 1. Hospitals and Social Media Ed Bennett, Director of Web Strategy University of Maryland Medical System
    2. 2. Agenda What is Social Media? How can hospitals use these tools? Current numbers Our experience at UMMC Examples from other organizations 1 2 3 4 5 The ROI issue Getting started 6 7
    3. 3. About Me <ul><li>Working in the Web since 1994 </li></ul><ul><li>Many hats: </li></ul><ul><ul><li>Startup participant </li></ul></ul><ul><ul><li>Business consultant </li></ul></ul><ul><ul><li>Programmer / Designer </li></ul></ul><ul><li>Been at UMMC since 1999 </li></ul><ul><li>Not a Social Media Expert </li></ul>
    4. 4. What is Social Media? <ul><li>It’s a conversation, not a lecture </li></ul><ul><li>It’s an extension of everyday interaction </li></ul><ul><li>It’s group driven, not top-down </li></ul><ul><li>It’s messy, disorganized & hard to control </li></ul><ul><li>It’s a tool, not an end-point </li></ul><ul><li>It’s where our customers spend their time </li></ul>
    5. 5. It’s a bunch of Web Sites with very silly names
    6. 6. How can a Hospital use Social Media? <ul><li>A. How do they use this tool? </li></ul>
    7. 7. How can a Hospital use Social Media? <ul><li>Customer Service: Contact point for our customers, catch problems early. </li></ul><ul><li>Community Outreach: The people in our physical community are on these sites. </li></ul><ul><li>Patient Education: Natural extension of efforts to reach & teach. </li></ul><ul><li>Public Relations: The media is there looking for stories & sources. </li></ul><ul><li>Crisis Communications: Take control of the message, and keep community updated in real-time. </li></ul>
    8. 8. Current Hospital Social Media Accounts As of August 2009, 351 U.S. Hospitals use at least one of these tools Blogs
    9. 9. Rapid Growth – YouTube and Twitter Number of Hospital Accounts by Month 2007 2008 2006 2009
    10. 10. The UMMC Social Media program Background <ul><li>Started in the Fall of 2008 </li></ul><ul><li>Run out of the Web Services Department </li></ul><ul><li>Uses Twitter. Facebook and YouTube </li></ul><ul><li>Conservative approach </li></ul><ul><li>Minimal investment </li></ul>Goals <ul><li>Another channel to spread the word about UMMC . </li></ul><ul><li>Enhances / enables “Word of Mouth” </li></ul><ul><li>UMMC b rand & reputation monitoring </li></ul><ul><li>Media corrections </li></ul><ul><li>Puts UMMC “In the Room” </li></ul><ul><li>Establishes UMMC as a trusted source in social media spaces </li></ul>
    11. 11. UMMC YouTube Channel YouTube.com <ul><li>One of the largest social media sites </li></ul><ul><li>The #2 Search Engine </li></ul><ul><li>An easy “safe” choice for hospitals </li></ul><ul><li>Transition between push and collaborative models </li></ul>
    12. 12. UMMC YouTube Channel YouTube.com/ummc <ul><li>Over 160 Videos </li></ul><ul><li>Duplicates the videos embedded on our Web site </li></ul><ul><li>Core content from Maryland Health Today – a professionally produced cable show. </li></ul><ul><li>Adding 15 to 20 videos each month </li></ul><ul><ul><li>Doctor Bios </li></ul></ul><ul><ul><li>Patient Testimonials </li></ul></ul><ul><ul><li>UMMC Events </li></ul></ul>
    13. 13. UMMC YouTube Channel The &quot;Secret Sauce&quot; for getting viewers: Detailed Descriptions
    14. 14. The UMMC YouTube Channel # of videos watched Impact <ul><li>Each day: </li></ul><ul><li>1,500 people watch a video on umm.edu </li></ul><ul><li>An additional 600+ people watch on YouTube </li></ul><ul><li>These are new visitors, new exposure </li></ul>
    15. 15. UMMC on Facebook Facebook.com <ul><li>Largest Social Network </li></ul><ul><li>250 Million active users (83 Mil. U.S.) </li></ul><ul><li>50% log in everyday </li></ul><ul><li>1 Billion pieces of content shared each month </li></ul><ul><li>Fastest growth with people age 30+ </li></ul>
    16. 16. UMMC on Facebook Facebook.com/medcenter <ul><li>Over 1,000 fans </li></ul><ul><li>Tools: </li></ul><ul><ul><li>Newsfeeds </li></ul></ul><ul><ul><li>Polls </li></ul></ul><ul><ul><li>Galleries </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Ask the Expert </li></ul></ul>
    17. 17. UMMC on Twitter Twitter.com <ul><li>Rapid growth </li></ul><ul><li>Quick adoption by Hospitals </li></ul><ul><li>Lots of media attention (hype) </li></ul><ul><li>Long-term commitment </li></ul><ul><li>Best for conversations - not push </li></ul>
    18. 18. UMMC on Twitter Twitter.com/ummc <ul><li>2,700 followers </li></ul><ul><li>3 to 4 updates / day </li></ul><ul><li>Clear identity </li></ul><ul><li>Multiple accounts (and some are push..) </li></ul><ul><li>80 / 20 rule – it’s not always about UMMC </li></ul>
    19. 19. UMMC on Twitter www.twitter.com/ummc Service Outreach <ul><li>Reputation monitoring </li></ul><ul><li>Quick response </li></ul><ul><li>Sincere concern </li></ul><ul><li>Converts a negative impression to a positive </li></ul>
    20. 20. Examples from Other Organizations
    21. 21. Community Outreach – Sutter Medical Center <ul><li>Sutter Eden Medical </li></ul><ul><li>Engages the local community about hospital building plans with this blog and a Twitter feed. </li></ul>suttermedicalcentercastrovalley.org twitter.com/SutterEdenMed
    22. 22. Real-time Education - Aurora Health Care <ul><li>Bilateral knee replacement surgery </li></ul><ul><li>In the first wave of Live OR Twitter events </li></ul><ul><li>Advance marketing built viewership from 900 to 2,000 followers in one week </li></ul><ul><li>Tracked 20 consultations tied to the event </li></ul><ul><li>Local / National press coverage </li></ul>twitter.com/Aurora_Health “ Had this done about 2 years ago but I know I will learn more today being awake” “ I heard about this on GMA this morning and got excited”
    23. 23. Referring Physician Outreach - MD Anderson Cancer Center twitter.com/PhysRelations <ul><li>Promote use of Referring Physician Portal </li></ul><ul><li>Targeted messages on Twitter, Facebook and YouTube </li></ul><ul><li>Built Physician loyalty </li></ul><ul><li>Saw a 9.5% increase in physician referred registrations </li></ul>
    24. 24. Coordinated Program - Childrens Hospital Los Angeles <ul><li>Invitation to “Share Your Story” </li></ul><ul><li>Well designed YouTube Channel </li></ul><ul><li>Active Facebook Account w/ over 2,200 Fans </li></ul><ul><li>Engaged, conversational Twitter presence </li></ul><ul><li>Cross promotion between all sites </li></ul>&quot;wow . . . looking at your pictures, I can sense that your hospital has the heart and will to take care of your patients.&quot; Blog: www.wearechla.org
    25. 25. Service Recovery – Scripps Health <ul><li>Monitors Social Networks for the Scripps name </li></ul><ul><li>Steps in to help & resolve problems </li></ul><ul><li>Typical customer response – Surprise, amazement </li></ul>twitter.com/Scrippshealth
    26. 26. <ul><li>Used a Blog and Twitter during the Spring 2009 floods. </li></ul><ul><li>Created the blog and had first update posted in one hour </li></ul><ul><li>Decreased Media demands & freed phone lines during the emergency </li></ul><ul><li>Took control of the message </li></ul>Crisis Communications - Innovis Health
    27. 27. <ul><li>Fall H1N1 Preparation </li></ul><ul><li>Targeting Young Adults </li></ul><ul><li>Social Media “Kits” – Badges, embedded widgets, content syndication. </li></ul><ul><li>Coordinating with independent bloggers </li></ul><ul><li>Multiple Twitter feeds with over 800,000 followers. </li></ul><ul><li>Podcasts, RSS feeds, email lists, text messaging alerts </li></ul>Crisis Communications – Centers for Disease Control
    28. 28. <ul><li>These services will continue to grow and grab attention (time spent on site). </li></ul><ul><li>An expectation that your organization will be available where they “live”. </li></ul><ul><li>An expectation that feedback, commenting, mash-ups, and sharing of your content can be integrated into their community. </li></ul><ul><li>The end of traditional “Push-only” Web sites. </li></ul>What to Expect:
    29. 29. <ul><li>What’s the ROI? </li></ul>Q. What’s the ROI of Social Media?
    30. 30. <ul><li>A. What’s the ROI for putting your pants on in the morning?* </li></ul>*David Scott - http://bit.ly/hSzIi Q. What’s the ROI of Social Media? <ul><li>What’s the exact ROI of these services? </li></ul><ul><li>Pastoral care </li></ul><ul><li>Front desk staff </li></ul><ul><li>Groundskeepers </li></ul><ul><li>Housekeeping staff </li></ul><ul><li>Call center </li></ul>Certain services are expected, it’s a part of doing business
    31. 31. <ul><li>Instead of ROI, Think ROC: Return On Connections </li></ul><ul><li>Positive Word of Mouth </li></ul><ul><li>Service Recovery </li></ul><ul><li>Message Influence (not control) </li></ul><ul><li>Brand Monitoring </li></ul><ul><li>Instant Feedback </li></ul>Q. What’s the ROI of Social Media?
    32. 32. How Can Your Organization Use Social Media? <ul><li>These examples could apply to any public facing organization </li></ul><ul><li>Any communication function should be considered </li></ul><ul><li>Ask your customers / Look at your competition </li></ul><ul><li>Where does your community live? </li></ul>
    33. 33. Getting Started With Social Media <ul><li>You can start small </li></ul><ul><li>Look to your internal experts </li></ul><ul><li>Consult with your legal team & create policies </li></ul><ul><li>Audit courses at SMUG - social-media-university-global.org </li></ul><ul><li>Only begin what you can maintain </li></ul><ul><li>Be able to respond quickly </li></ul><ul><li>Prepare for the negative, but expect mostly positive </li></ul><ul><li>Remember, only 350 U.S. hospitals out of 5,000 use social media tools – this is just the beginning </li></ul>
    34. 34. Thank You Edward Bennett Director, Web Strategy University of Maryland Medical System 410-328-0771 [email_address] http://ebennett.org
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