Mayo Ragan 2011 Presentation

Hospital Social MediaOverview and Current Realities
Ed Bennett
University of Maryland Medical Center
Mayo Clinic
Rochester, MN | October, 2011

Outline
Current Hospital List Numbers
Three Stories from my Hospital
Opening Access to Social Media
Patient Support Groups on Facebook
… and this dog

Page 3
My Background
Pre-1980 Juggler & Street Performer
1980 - 1994 Microfilm Technician Software Trainer
1994 - 1999Web Entrepreneur
1999- CurrentDirector, Web TechnologyUniversity of Maryland Medical Center
Core Web Management Skills

Hospital Social Media Types

Are We Leveling Off?

Where Are Hospitals in the Hype Cycle?
2010
2009
2011
Goal
2012 ?

Healthcare Engagement Tracker
1,078 Healthcare Facebook Pages
67% have < 1,000 fans - 41% have < 500 fans.
ubicare.com/engagement

Healthcare Engagement Tracker
1,078 Healthcare Facebook Pages:
10th percentile:
Pages above average 8+ posts per week.
Pages below average less than 4 posts per week.
Can you average two posts per day?
ubicare.com/engagement

Safe and Sound Uses
Customer Service
Community Outreach
Education
Public Relations
Crisis Communications
Recruitment
Brand Monitoring

Challenges
Many (most?) still block access
FUD -Fear, Uncertainty, Doubt
Low clinical participation
Patient / staff expectations
“The Placenta Incident”

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

Why Change?
Patient Satisfaction – #1 Driver
Respect for Hospital Staff
Lessons learned from the first Web cycle

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 !

Results
A “No Drama” launch
Decreased patient complaints
Increased employee awareness
Social media = business as usual

Patient Support Groups
Four groups:
Liver Transplant
Digestive Diseases
Hepatitis C
Trauma Survivors

Patient Support Groups
Outgrowth of traditional IRL groups
Managed by the same group leader, usually a Nurse Practitioner
Mix of Closed & Secret Groups
Set up and 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

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

Dozer the Dog

Embed First Video

The Dozer Timeline
Sunday May 15, 2011 - Race day, Dozer joins the fun
Monday: Dozer’s owners contact UMMC We contact local / national news
Tuesday:Post short videoCreate Dozer donation page
Wednesday:Story picked up on personal blogs 495 YouTube Views $390 donations from 14 people

Dozer Donation Page
Umm.edu/Dozer

The Dozer Timeline
Thursday May 19:
Attention on Fox News, ESPN, Runners World, etc.
More blog posts embedding the first YouTube Video
Race officials meet with dozer family, give him a medal
3,517 YouTube Views - $600 donations from 16 people
Friday May 20:
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
www.umgcc.org/news/dozer-in-the-news.htm

Created
May 26, 2011
Dozer FacebookFan Page
facebook.com/dozerthedogfanpage

What Viral Looks Like
Traffic to UMMC YouTube Videos
1,700 to 2,500 Views per day

What Viral Looks Like
75,000 Views
15,000
52,000
Google
Yahoo
YouTube
Search
13,000
13,000
16,000

Response and Results
UMMC Web / Social Media Efforts
Two videos
Three blog posts
Multiple Twitter updates
Fundraising page
Dozer Facebook page
Results:
Dozens of blog / web posts
Over 500,000 YouTube views
$25,000 raised from 400 donors

Lessons Learned
It’s a Team Effort
Media relations
Web Video production
Social media
Foundation
Be Agile
Recognize the opportunity
Understand context
Don’t hesitate

What’s Your Story?

Ed Bennett
Director of Web & Communications Technology
University of Maryland Medical Center
410-328-0771
ebennett@umm.edu / ed@ebennett.org
umm.edu / ebennett.org
Twitter: @edbennett
Presentation and Discussion at:
http://ebennett.org/mayo2011

Credits
Rainbow Photo - ChristopherHarrison.net

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Mayo Ragan 2011 Presentation

by Ed Bennett

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