Hospital Social MediaOverview and Current Realities<br />Ed Bennett<br />University of Maryland Medical Center<br />Mayo C...
Outline<br /> Current Hospital List Numbers<br /> Three Stories from my Hospital<br /> Opening Access to Social Media<br /...
Page 3<br />My Background<br />Pre-1980 Juggler & Street Performer <br />1980 - 1994 Microfilm Technician Software Traine...
Hospital Social Media Types<br />
Are We Leveling Off?<br />
Where Are Hospitals in the Hype Cycle?<br />2010<br />2009<br />2011<br />Goal<br />2012 ?<br />
Healthcare Engagement Tracker  <br />1,078 Healthcare Facebook Pages<br />67% have < 1,000 fans - 41% have < 500 fans.<br ...
Healthcare Engagement Tracker  <br />1,078 Healthcare Facebook Pages:<br />10th percentile:<br /><ul><li>Pages above avera...
 Pages below average less than 4 posts per week.</li></ul>Can you average two posts per day?<br />ubicare.com/engagement<b...
Safe and Sound Uses<br /><ul><li>Customer Service
Community Outreach
Education
Public Relations
Crisis Communications
Recruitment
Brand Monitoring</li></li></ul><li>Challenges<br />Many (most?) still block access <br />FUD -Fear, Uncertainty, Doubt 	<b...
Opening Access at UMMC<br />Websensein place since 2004<br /><ul><li>Blocking Facebook
Most Blogging platforms
Social media widgets
Broke many non-social media sites
Broke patient education / professional resources</li></li></ul><li>Opening Access at UMMC<br />Why Change?<br /><ul><li>Pa...
Respect for Hospital Staff
Lessons learned from the first Web cycle</li></li></ul><li>Opening Access at UMMC<br />The Process – all of 2010<br /><ul>...
Lots of meetings and memos with
Legal / Compliance / IT / HR
Clinical Leadership
Policies and staff guidelines
Education and training</li></li></ul><li>One Year Later…<br />Opened access on January 1, 2011 !<br />
Opening Access at UMMC<br />Results<br /><ul><li>A “No Drama” launch
Decreased patient complaints
Increased employee awareness
Social media = business as usual </li></li></ul><li>Patient Support Groups<br />Four groups:<br />Liver Transplant <br />D...
Patient Support Groups<br /> Outgrowth of traditional IRL groups<br /> Managed by the same group leader, usually a Nurse P...
Patient Support Groups on Facebook<br /> Results:<br /> Activity level varies by group<br /> Support, knowledge exchange<b...
Fundraising<br />Fundraising Event for our Cancer Center<br />A major Maryland race <br />Over 2,000 runners<br />Plus one...
Dozer the Dog<br />
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Mayo Ragan 2011 Presentation

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October 18 presentation at the Mayo Ragan Social Media summit

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Mayo Ragan 2011 Presentation

  1. 1. Hospital Social MediaOverview and Current Realities<br />Ed Bennett<br />University of Maryland Medical Center<br />Mayo Clinic <br />Rochester, MN | October, 2011 <br />
  2. 2. Outline<br /> Current Hospital List Numbers<br /> Three Stories from my Hospital<br /> Opening Access to Social Media<br /> Patient Support Groups on Facebook<br />… and this dog<br />
  3. 3. Page 3<br />My Background<br />Pre-1980 Juggler & Street Performer <br />1980 - 1994 Microfilm Technician Software Trainer<br />1994 - 1999Web Entrepreneur <br />1999- CurrentDirector, Web TechnologyUniversity of Maryland Medical Center<br />Core Web Management Skills<br />
  4. 4. Hospital Social Media Types<br />
  5. 5. Are We Leveling Off?<br />
  6. 6. Where Are Hospitals in the Hype Cycle?<br />2010<br />2009<br />2011<br />Goal<br />2012 ?<br />
  7. 7. Healthcare Engagement Tracker <br />1,078 Healthcare Facebook Pages<br />67% have < 1,000 fans - 41% have < 500 fans.<br />ubicare.com/engagement<br />
  8. 8. Healthcare Engagement Tracker <br />1,078 Healthcare Facebook Pages:<br />10th percentile:<br /><ul><li>Pages above average 8+ posts per week.
  9. 9. Pages below average less than 4 posts per week.</li></ul>Can you average two posts per day?<br />ubicare.com/engagement<br />
  10. 10. Safe and Sound Uses<br /><ul><li>Customer Service
  11. 11. Community Outreach
  12. 12. Education
  13. 13. Public Relations
  14. 14. Crisis Communications
  15. 15. Recruitment
  16. 16. Brand Monitoring</li></li></ul><li>Challenges<br />Many (most?) still block access <br />FUD -Fear, Uncertainty, Doubt <br />Low clinical participation<br />Patient / staff expectations<br />“The Placenta Incident”<br />
  17. 17. Opening Access at UMMC<br />Websensein place since 2004<br /><ul><li>Blocking Facebook
  18. 18. Most Blogging platforms
  19. 19. Social media widgets
  20. 20. Broke many non-social media sites
  21. 21. Broke patient education / professional resources</li></li></ul><li>Opening Access at UMMC<br />Why Change?<br /><ul><li>Patient Satisfaction – #1 Driver
  22. 22. Respect for Hospital Staff
  23. 23. Lessons learned from the first Web cycle</li></li></ul><li>Opening Access at UMMC<br />The Process – all of 2010<br /><ul><li>Driven by our CEO
  24. 24. Lots of meetings and memos with
  25. 25. Legal / Compliance / IT / HR
  26. 26. Clinical Leadership
  27. 27. Policies and staff guidelines
  28. 28. Education and training</li></li></ul><li>One Year Later…<br />Opened access on January 1, 2011 !<br />
  29. 29. Opening Access at UMMC<br />Results<br /><ul><li>A “No Drama” launch
  30. 30. Decreased patient complaints
  31. 31. Increased employee awareness
  32. 32. Social media = business as usual </li></li></ul><li>Patient Support Groups<br />Four groups:<br />Liver Transplant <br />Digestive Diseases<br />Hepatitis C<br />Trauma Survivors<br />
  33. 33. Patient Support Groups<br /> Outgrowth of traditional IRL groups<br /> Managed by the same group leader, usually a Nurse Practitioner <br /> Mix of Closed & Secret Groups<br />Set up and sanctioned by the UMMC Communications Department<br />
  34. 34. Patient Support Groups on Facebook<br /> Results:<br /> Activity level varies by group<br /> Support, knowledge exchange<br />“Does this happen to anyone else?”<br /> Mix of health and other topics<br /> Projects and Events like a group luncheon<br />
  35. 35. Fundraising<br />Fundraising Event for our Cancer Center<br />A major Maryland race <br />Over 2,000 runners<br />Plus one unexpected guest…<br />
  36. 36. Dozer the Dog<br />
  37. 37. Embed First Video<br />
  38. 38. The Dozer Timeline<br />Sunday May 15, 2011 - Race day, Dozer joins the fun<br />Monday: Dozer’s owners contact UMMC We contact local / national news<br />Tuesday:Post short videoCreate Dozer donation page<br />Wednesday:Story picked up on personal blogs 495 YouTube Views $390 donations from 14 people<br />
  39. 39. Dozer Donation Page<br />Umm.edu/Dozer<br />
  40. 40. The Dozer Timeline<br />Thursday May 19:<br /><ul><li>Attention on Fox News, ESPN, Runners World, etc.
  41. 41. More blog posts embedding the first YouTube Video
  42. 42. Race officials meet with dozer family, give him a medal</li></ul>3,517 YouTube Views - $600 donations from 16 people<br />Friday May 20:<br /><ul><li>Publish Second Video with text narrative
  43. 43. Web attention from the Today Show, Runners World, and many personal blogs (Runners and Dog Lovers)</li></ul>65,815 YouTube Views - $1,338 from 61 people<br />www.umgcc.org/news/dozer-in-the-news.htm<br />
  44. 44.
  45. 45. Created<br />May 26, 2011<br />Dozer FacebookFan Page<br />facebook.com/dozerthedogfanpage<br />
  46. 46.
  47. 47.
  48. 48.
  49. 49.
  50. 50. What Viral Looks Like<br />Traffic to UMMC YouTube Videos<br />1,700 to 2,500 Views per day<br />
  51. 51. What Viral Looks Like<br />75,000 Views<br />15,000<br />52,000<br />Google<br />Yahoo<br />YouTube<br />Search<br />13,000<br />13,000<br />16,000<br />
  52. 52. Response and Results<br />UMMC Web / Social Media Efforts<br />Two videos<br />Three blog posts<br />Multiple Twitter updates<br />Fundraising page<br />Dozer Facebook page<br />Results:<br /><ul><li>Dozens of blog / web posts
  53. 53. Over 500,000 YouTube views
  54. 54. $25,000 raised from 400 donors</li></li></ul><li>Lessons Learned<br />It’s a Team Effort<br />Media relations<br />Web Video production<br />Social media<br />Foundation<br />Be Agile<br /><ul><li>Recognize the opportunity
  55. 55. Understand context
  56. 56. Don’t hesitate</li></li></ul><li>What’s Your Story?<br />
  57. 57. Ed Bennett<br />Director of Web & Communications Technology<br />University of Maryland Medical Center<br />410-328-0771<br />ebennett@umm.edu / ed@ebennett.org <br />umm.edu / ebennett.org<br />Twitter: @edbennett<br />Presentation and Discussion at:<br />http://ebennett.org/mayo2011<br />
  58. 58. Credits<br /><ul><li>Rainbow Photo - ChristopherHarrison.net </li>

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