Social Media in Healthcare A Common Sense Approach Ed Bennett, Director of Web Strategy University of Maryland Medical Sys...
Agenda <ul><li>Our Social Media Program at UMMC </li></ul><ul><li>Latest Numbers from the Hospital List  </li></ul><ul><li...
My Background <ul><li>Pre-1980  Juggler & Street Performer  </li></ul><ul><li>1980 - 1994  Microfilm Technician Software T...
Page     La Primavera by Sandro Botticelli
Page  
Page     The Social Media Program at UMMC
About UMMS / UMMC Page     <ul><li>University Of Maryland Medical System  </li></ul><ul><li>Eleven hospital system </li><...
Goals of the UMMC Social Media Program Page     <ul><li>Enhance and enable “Word of Mouth”  </li></ul><ul><li>UMMC  b ran...
The UMMC Social Media Team <ul><li>Chris Lindsley  Oversees content for Blog, YouTube and Twitter </li></ul>Page     Mich...
Routine Social Media Activities Page     Web team spends 10 hours a week managing our community <ul><li>Chris monitors in...
Timeline - Social Media at UMMC Page     2008 2009 YouTube Oct 07 Main  @UMMC  Twitter Nov 08 UMMC  Facebook Dec 08 Comme...
The UMMC Social Media Sites Page     <ul><li>Blogs </li></ul><ul><ul><li>Life in a Medical Center:  </li></ul></ul><ul><u...
Page  
Page     <ul><li>Over 400 Videos </li></ul><ul><li>Duplicates videos embedded on UMMC Web sites </li></ul><ul><li>Core co...
Page     The &quot;Secret Sauce&quot; for getting viewers: Detailed Descriptions
Video Program Investment <ul><li>5 People Involved in Video Work, Led by Web Production Manager </li></ul><ul><li>5 - 10 h...
Facebook <ul><li>Obvious choice as the #1 social media site </li></ul><ul><li>Strengths: </li></ul><ul><ul><li>Best servic...
Facebook Page     A Typical Facebook Interaction Is there any advice anyone can give me to ease my fears?
Page     Facebook.com/medcenter <ul><li>Over 5,700 Fans </li></ul><ul><li>Tools: </li></ul><ul><ul><li>Newsfeeds </li></u...
Page  
<ul><li>Home base for all social media activity </li></ul><ul><li>Complete control over content and functions   </li></ul>...
The UMMC Blog - Widgets Page  
Page     &quot;My husband had surgery today and is still in the recovery area because there is no room available for him ...
Blog Management Tips <ul><li>Share the load – The more contributors/voices the better </li></ul><ul><li>Engage Your employ...
Lessons Learned <ul><li>Try it! It’s not that hard (or scary) </li></ul><ul><li>Find passionate people to manage the commu...
<ul><li>Latest Numbers from the Hospital List </li></ul>Page  
<ul><li>Social Networking in 2002 </li></ul><ul><li>Amanda Bennett – The Hospital Social List Manager </li></ul>Page  
Hospital Social Network List Page     August  2009 August  2010 Increase % Hospitals 351 825 135% - YouTube 174 391 124% ...
Rapid Growth – YouTube and Twitter Page  
Top 15 Hospitals on Facebook… Page     … as of September 12, 2010 Hospital Fans 7/16/2010 Fans 9/12/2010 % Change in  Two...
Top 15 Hospitals on Twitter… Page     … as of September 12, 2010 Hospital Followers Following Tweets Account Created 1 Ma...
Agenda <ul><li>Our Social Media Program at UMMC </li></ul><ul><li>Latest Numbers from the Hospital List  </li></ul><ul><li...
Employee Access to Social Media Page     <ul><li>Social media blocked in 50% of organizations (not just hospitals) </li><...
<ul><li>13 out of 14 U.S. News  Honor Roll Hospitals  allow access. </li></ul><ul><li>Education, policies, management are ...
Thank You Page     Edward Bennett Director, Web Strategy University of Maryland Medical System 410-328-0771 ed@ebennett.o...
<ul><li>Discussion </li></ul>Page  
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Mayo / Ragan Conference

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Mayo / Ragan Conference

  1. 1. Social Media in Healthcare A Common Sense Approach Ed Bennett, Director of Web Strategy University of Maryland Medical System Mayo Clinic – September 29, 2010
  2. 2. Agenda <ul><li>Our Social Media Program at UMMC </li></ul><ul><li>Latest Numbers from the Hospital List </li></ul><ul><li>The Next Big Challenge for Hospitals </li></ul>Page 
  3. 3. My Background <ul><li>Pre-1980 Juggler & Street Performer </li></ul><ul><li>1980 - 1994 Microfilm Technician Software Trainer </li></ul><ul><li>1994 - 1999 First-wave Web Entrepreneur </li></ul><ul><li>1999 - Current Director, Web Strategy University of Maryland Medical System </li></ul><ul><li>Public Sites, Intranets, Web Marketing, SEO / SEM, Mobile apps and Social Media </li></ul>Page  Core Web Management Skills
  4. 4. Page  La Primavera by Sandro Botticelli
  5. 5. Page 
  6. 6. Page  The Social Media Program at UMMC
  7. 7. About UMMS / UMMC Page  <ul><li>University Of Maryland Medical System </li></ul><ul><li>Eleven hospital system </li></ul><ul><li>App. 2,300 beds </li></ul><ul><li>University Of Maryland Medical Center </li></ul><ul><li>731 Beds </li></ul><ul><li>36,500 inpatients / 600,000 outpatients </li></ul><ul><li>Home of the R Adams Cowley Shock Trauma Center </li></ul><ul><li>Competes in the same marketplace with Johns Hopkins and other strong regional hospitals </li></ul>www.umms.org www.umm.edu
  8. 8. Goals of the UMMC Social Media Program Page  <ul><li>Enhance and enable “Word of Mouth” </li></ul><ul><li>UMMC b rand & reputation monitoring </li></ul><ul><li>Media corrections </li></ul><ul><li>Put UMMC “In the Room” </li></ul><ul><li>Establish UMMC as a trusted source </li></ul><ul><li>Build on our current web program </li></ul>
  9. 9. The UMMC Social Media Team <ul><li>Chris Lindsley Oversees content for Blog, YouTube and Twitter </li></ul>Page  Michelle Murray UMMC Facebook Live Webcasts Kathy Schuetz UM Greenebaum Cancer Center Facebook and Twitter
  10. 10. Routine Social Media Activities Page  Web team spends 10 hours a week managing our community <ul><li>Chris monitors internal and external sources looking for story ideas </li></ul><ul><li>Draw on employees, happy patients and local community </li></ul><ul><li>Solicit potential blog contributors </li></ul><ul><li>Monitor Social Media and Web space for mentions of UMMC </li></ul><ul><li>Respond to customer service issues, deal with inaccuracies and complaints, etc. </li></ul><ul><li>Maximize positive comments – patient success stories or videos, blog posts, other Web site content, etc. </li></ul><ul><li>Reuse! </li></ul>
  11. 11. Timeline - Social Media at UMMC Page  2008 2009 YouTube Oct 07 Main @UMMC Twitter Nov 08 UMMC Facebook Dec 08 Comments Policy Jul 09 UMMC Blog Dec 09 11 Specialty @Twitter Accounts Jun 09 MD4Haiti Blog May 10 Cancer Center Facebook Mar 10 Target - Open Social Media access for UMMC staff in Q1 2011 2010 2011
  12. 12. The UMMC Social Media Sites Page  <ul><li>Blogs </li></ul><ul><ul><li>Life in a Medical Center: </li></ul></ul><ul><ul><li>medcenterblog.org </li></ul></ul><ul><ul><li>Haiti Support Initiative </li></ul></ul><ul><ul><li>md4haiti.org </li></ul></ul><ul><li>YouTube </li></ul><ul><ul><li>youtube.com/ummc </li></ul></ul><ul><li>Facebook </li></ul><ul><ul><li>Main UMMC facebook.com/MedCenter </li></ul></ul><ul><ul><li>Cancer Center: umgcc.org/facebook </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>@ummc </li></ul></ul><ul><ul><li>@umgcc </li></ul></ul><ul><ul><li>Specialty: </li></ul></ul><ul><ul><li>@MD4Haiti </li></ul></ul><ul><ul><li>@ummsFoundation </li></ul></ul><ul><ul><li>@ummcChildren </li></ul></ul><ul><ul><li>@ummcWeightloss </li></ul></ul><ul><ul><li>@ummcOrtho </li></ul></ul><ul><ul><li>@ummcWomens </li></ul></ul><ul><ul><li>@ummcHeart </li></ul></ul><ul><ul><li>@ummcMITC </li></ul></ul><ul><ul><li>@ummcDigestive </li></ul></ul><ul><ul><li>@ummcParkinsons </li></ul></ul><ul><ul><li>@ummcRoboticSurg </li></ul></ul><ul><ul><li>@ummcTransplant </li></ul></ul>
  13. 13. Page 
  14. 14. Page  <ul><li>Over 400 Videos </li></ul><ul><li>Duplicates videos embedded on UMMC Web sites </li></ul><ul><li>Core content from Maryland Health Today – a professionally produced cable show </li></ul><ul><li>10 videos / 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><ul><ul><li>Audio Podcasts </li></ul></ul><ul><ul><li>Surgical Videos </li></ul></ul><ul><ul><li>Staff Profiles </li></ul></ul><ul><ul><li>Press Conferences </li></ul></ul><ul><ul><li>Fund Raising </li></ul></ul><ul><ul><li>Recruitment </li></ul></ul><ul><ul><li>Staff Training </li></ul></ul>
  15. 15. Page  The &quot;Secret Sauce&quot; for getting viewers: Detailed Descriptions
  16. 16. Video Program Investment <ul><li>5 People Involved in Video Work, Led by Web Production Manager </li></ul><ul><li>5 - 10 hours of production work per video </li></ul><ul><li>Equipment (Started with Flip Cameras and Free Editing Software): </li></ul><ul><ul><li>Professional HD Camera </li></ul></ul><ul><ul><li>Consumer Brand HD Camera </li></ul></ul><ul><ul><li>Lights </li></ul></ul><ul><ul><li>Adobe Premier (editing software) </li></ul></ul><ul><ul><li>Video Production Workstation </li></ul></ul><ul><ul><li>Total Cost: $6,000 </li></ul></ul><ul><li>Results: 100,000 Video Views a Month </li></ul>Page 
  17. 17. Facebook <ul><li>Obvious choice as the #1 social media site </li></ul><ul><li>Strengths: </li></ul><ul><ul><li>Best service for engagement and community building </li></ul></ul><ul><ul><li>Source of material for web site and other Social Media </li></ul></ul><ul><li>Weaknesses: </li></ul><ul><ul><li>Privacy issues, confusing options for publishers </li></ul></ul>Page 
  18. 18. Facebook Page  A Typical Facebook Interaction Is there any advice anyone can give me to ease my fears?
  19. 19. Page  Facebook.com/medcenter <ul><li>Over 5,700 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>
  20. 20. Page 
  21. 21. <ul><li>Home base for all social media activity </li></ul><ul><li>Complete control over content and functions </li></ul>Page 
  22. 22. The UMMC Blog - Widgets Page 
  23. 23. Page  &quot;My husband had surgery today and is still in the recovery area because there is no room available for him to stay in…If a hotel treated me like this, I would demand a refund of my money &quot; - Blog post comment &quot;As committed to excellence as we are, there are times when we simply miss the mark.&quot; - Johnnie Carr
  24. 24. Blog Management Tips <ul><li>Share the load – The more contributors/voices the better </li></ul><ul><li>Engage Your employees – Have them write about what they do </li></ul><ul><li>Think conversational, not news release </li></ul><ul><li>Share patient stories </li></ul><ul><li>Use video and photos – A little text can go a long way </li></ul><ul><li>Post regularly, but reasonably – once a week is fine </li></ul><ul><li>Take people behind the scenes and make it fun </li></ul><ul><li>Reuse! </li></ul>Page 
  25. 25. Lessons Learned <ul><li>Try it! It’s not that hard (or scary) </li></ul><ul><li>Find passionate people to manage the communities </li></ul><ul><li>What we should have done differently: </li></ul><ul><ul><li>Policy creation and legal review first </li></ul></ul><ul><ul><li>Start efforts to open social media to employees </li></ul></ul><ul><ul><li>Be careful with that “Blog” word </li></ul></ul>Page 
  26. 26. <ul><li>Latest Numbers from the Hospital List </li></ul>Page 
  27. 27. <ul><li>Social Networking in 2002 </li></ul><ul><li>Amanda Bennett – The Hospital Social List Manager </li></ul>Page 
  28. 28. Hospital Social Network List Page  August 2009 August 2010 Increase % Hospitals 351 825 135% - YouTube 174 391 124% - Facebook 174 631 262% - Twitter 253 634 150% - Blogs 31 87 180% Total Social Media Sites 632 1,743 175%
  29. 29. Rapid Growth – YouTube and Twitter Page 
  30. 30. Top 15 Hospitals on Facebook… Page  … as of September 12, 2010 Hospital Fans 7/16/2010 Fans 9/12/2010 % Change in Two months 1 Children's Hospital Boston 151,337 392,591 159.42% 2 St. Jude Children's Research Hospital 248,918 268,250 7.77% 3 Arkansas Children's Hospital 59,052 67,797 14.81% 4 Shriners Hospitals for Children 58,373 61,212 4.86% 5 Nationwide Children's Hospital 12,507 26,363 110.79% 6 Mayo Clinic 21,724 25,616 17.92% 7 Veterans Health Administration 19,999 24,484 22.43% 8 Dana-Farber Cancer Institute 18,120 19,595 8.14% 9 Children's Hospital of Orange County 14,123 17,017 20.49% 10 Helen DeVos Children's Hospital 14,475 15,783 9.04% 11 Children's Hospital of Philadelphia 11,757 15,302 30.15% 12 Cleveland Clinic 12,717 14,613 14.91% 13 Le Bonheur Children's Medical Center 12,448 13,604 9.29% 14 Children's Hospital of Alabama 11,767 12,762 8.46% 15 Primary Children's Medical Center 9,634 10,254 6.44%
  31. 31. Top 15 Hospitals on Twitter… Page  … as of September 12, 2010 Hospital Followers Following Tweets Account Created 1 Mayo Clinic 76,456 1,176 2,193 April 29, 2008 2 St. Jude 8,911 388 903 October 23, 2007 3 Aurora Health Care 7,964 1,157 2,859 September 16, 2008 4 Children's National 7,575 2,011 1,104 November 21, 2008 5 Emory Johns Creek 7,137 7,586 691 January 28, 2009 6 Scripps Health 6,162 2,873 1,410 May 12, 2008 7 Cleveland Clinic 5,650 260 1,374 March 13, 2009 8 UNC Health Care 5,506 487 1,326 November 21, 2008 9 Children's Hospital 5,494 1,554 1,095 February 20, 2009 10 U-M Health System 5,401 1,158 1,215 July 16, 2008 11 Seattle Children's 5,333 462 924 September 3, 2008 12 U. of MD Med. Center 5,148 3,387 1,385 November 3, 2008 13 UW Health 4,921 907 762 April 21, 2008 14 City of Hope 4,819 4,720 448 January 27, 2009 15 OSU Medical Center 4,496 1,560 1,131 May 7, 2008
  32. 32. Agenda <ul><li>Our Social Media Program at UMMC </li></ul><ul><li>Latest Numbers from the Hospital List </li></ul><ul><li>The Next Big Challenge for Hospitals </li></ul>Page 
  33. 33. Employee Access to Social Media Page  <ul><li>Social media blocked in 50% of organizations (not just hospitals) </li></ul><ul><li>Concerns of Risk, Productivity, Control </li></ul><ul><li>All risk, with no benefit for hospitals that block (L. Aase) </li></ul><ul><li>Increasing demand from patients and staff </li></ul><ul><li>Need for clinical voices in the social media space </li></ul>
  34. 34. <ul><li>13 out of 14 U.S. News Honor Roll Hospitals allow access. </li></ul><ul><li>Education, policies, management are the best approach </li></ul><ul><li>You set the example: </li></ul><ul><ul><li>Professional Development </li></ul></ul><ul><ul><li>Networking </li></ul></ul><ul><ul><li>Problem Solving </li></ul></ul>Employee Access to Social Media Page  &quot;Our benefit package is we don't block Facebook&quot;
  35. 35. Thank You Page  Edward Bennett Director, Web Strategy University of Maryland Medical System 410-328-0771 ed@ebennett.org / ebennett@umm.edu twitter.com/edbennett ebennett.org / umm.edu
  36. 36. <ul><li>Discussion </li></ul>Page 

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