Hospitals & Social Media - Fall 2009

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 organizations 1 2 3 4 5 The ROI issue Getting started 6 7

About Me
Working in the Web since 1994
Many hats:
Startup participant
Business consultant
Programmer / Designer
Been at UMMC since 1999
Not a Social Media Expert

What is Social Media?
It’s a conversation, not a lecture
It’s an extension of everyday interaction
It’s group driven, not top-down
It’s messy, disorganized & hard to control
It’s a tool, not an end-point
It’s where our customers spend their time

It’s a bunch of Web Sites with very silly names

How can a Hospital use Social Media?
A. How do they use this tool?

How can a Hospital use Social Media?
Customer Service: Contact point for our customers, catch problems early.
Community Outreach: The people in our physical community are on these sites.
Patient Education: Natural extension of efforts to reach & teach.
Public Relations: The media is there looking for stories & sources.
Crisis Communications: Take control of the message, and keep community updated in real-time.

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
Started in the Fall of 2008
Run out of the Web Services Department
Uses Twitter. Facebook and YouTube
Conservative approach
Minimal investment
Goals
Another channel to spread the word about UMMC .
Enhances / enables “Word of Mouth”
UMMC b rand & reputation monitoring
Media corrections
Puts UMMC “In the Room”
Establishes UMMC as a trusted source in social media spaces

UMMC YouTube Channel YouTube.com
One of the largest social media sites
The #2 Search Engine
An easy “safe” choice for hospitals
Transition between push and collaborative models

UMMC YouTube Channel YouTube.com/ummc
Over 160 Videos
Duplicates the videos embedded on our Web site
Core content from Maryland Health Today – a professionally produced cable show.
Adding 15 to 20 videos each month
Doctor Bios
Patient Testimonials
UMMC Events

UMMC YouTube Channel The "Secret Sauce" for getting viewers: Detailed Descriptions

The UMMC YouTube Channel # of videos watched Impact
Each day:
1,500 people watch a video on umm.edu
An additional 600+ people watch on YouTube
These are new visitors, new exposure

UMMC on Facebook Facebook.com
Largest Social Network
250 Million active users (83 Mil. U.S.)
50% log in everyday
1 Billion pieces of content shared each month
Fastest growth with people age 30+

UMMC on Facebook Facebook.com/medcenter
Over 1,000 fans
Tools:
Newsfeeds
Polls
Galleries
Events
Videos
Ask the Expert

UMMC on Twitter Twitter.com
Rapid growth
Quick adoption by Hospitals
Lots of media attention (hype)
Long-term commitment
Best for conversations - not push

UMMC on Twitter Twitter.com/ummc
2,700 followers
3 to 4 updates / day
Clear identity
Multiple accounts (and some are push..)
80 / 20 rule – it’s not always about UMMC

UMMC on Twitter www.twitter.com/ummc Service Outreach
Reputation monitoring
Quick response
Sincere concern
Converts a negative impression to a positive

Examples from Other Organizations

Community Outreach – Sutter Medical Center
Sutter Eden Medical
Engages the local community about hospital building plans with this blog and a Twitter feed.
suttermedicalcentercastrovalley.org twitter.com/SutterEdenMed

Real-time Education - Aurora Health Care
Bilateral knee replacement surgery
In the first wave of Live OR Twitter events
Advance marketing built viewership from 900 to 2,000 followers in one week
Tracked 20 consultations tied to the event
Local / National press coverage
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”

Referring Physician Outreach - MD Anderson Cancer Center twitter.com/PhysRelations
Promote use of Referring Physician Portal
Targeted messages on Twitter, Facebook and YouTube
Built Physician loyalty
Saw a 9.5% increase in physician referred registrations

Coordinated Program - Childrens Hospital Los Angeles
Invitation to “Share Your Story”
Well designed YouTube Channel
Active Facebook Account w/ over 2,200 Fans
Engaged, conversational Twitter presence
Cross promotion between all sites
"wow . . . looking at your pictures, I can sense that your hospital has the heart and will to take care of your patients." Blog: www.wearechla.org

Service Recovery – Scripps Health
Monitors Social Networks for the Scripps name
Steps in to help & resolve problems
Typical customer response – Surprise, amazement
twitter.com/Scrippshealth

Used a Blog and Twitter during the Spring 2009 floods.
Created the blog and had first update posted in one hour
Decreased Media demands & freed phone lines during the emergency
Took control of the message
Crisis Communications - Innovis Health

Fall H1N1 Preparation
Targeting Young Adults
Social Media “Kits” – Badges, embedded widgets, content syndication.
Coordinating with independent bloggers
Multiple Twitter feeds with over 800,000 followers.
Podcasts, RSS feeds, email lists, text messaging alerts
Crisis Communications – Centers for Disease Control

These services will continue to grow and grab attention (time spent on site).
An expectation that your organization will be available where they “live”.
An expectation that feedback, commenting, mash-ups, and sharing of your content can be integrated into their community.
The end of traditional “Push-only” Web sites.
What to Expect:

What’s the ROI?
Q. What’s the ROI of Social Media?

A. What’s the ROI for putting your pants on in the morning?*
*David Scott - http://bit.ly/hSzIi Q. What’s the ROI of Social Media?
What’s the exact ROI of these services?
Pastoral care
Front desk staff
Groundskeepers
Housekeeping staff
Call center
Certain services are expected, it’s a part of doing business

Instead of ROI, Think ROC: Return On Connections
Positive Word of Mouth
Service Recovery
Message Influence (not control)
Brand Monitoring
Instant Feedback
Q. What’s the ROI of Social Media?

How Can Your Organization Use Social Media?
These examples could apply to any public facing organization
Any communication function should be considered
Ask your customers / Look at your competition
Where does your community live?

Getting Started With Social Media
You can start small
Look to your internal experts
Consult with your legal team & create policies
Audit courses at SMUG - social-media-university-global.org
Only begin what you can maintain
Be able to respond quickly
Prepare for the negative, but expect mostly positive
Remember, only 350 U.S. hospitals out of 5,000 use social media tools – this is just the beginning

Thank You Edward Bennett Director, Web Strategy University of Maryland Medical System 410-328-0771 [email_address] http://ebennett.org

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Hospitals & Social Media - Fall 2009

by Ed Bennett on Sep 06, 2009

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