Hospitals and Social Media - NACHRI
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Hospitals and Social Media - NACHRI

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My presentation at the March 9, 2010 NACHRI conference

My presentation at the March 9, 2010 NACHRI conference

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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.
  • Here's are a few of the ways Hospitals are using Social Media right now. (focus on the Patient Ed / Customer Service / Brand monitoring points)
  • 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

Hospitals and Social Media - NACHRI Hospitals and Social Media - NACHRI Presentation Transcript

  • Social Media and the UMMC Experience Ed Bennett, Director of Web Strategy University of Maryland Medical System NACHRI 2010 Creating Connection - March 2, 2010
  • Agenda Page  What is Social Media? How are U.S. hospitals using these tools? Current statistics 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
    • At the University of Maryland Medical Center since 1999
    • Not a Social Media Expert
    Page 
  • 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 patients spend their time
    Page 
  • Page  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?
    Page 
  • How Are Hospitals Using Social Media?
    • Customer Service Another contact point for our customers
    • Community Outreach The people in our physical community are on these sites
    • Education A natural extension of our efforts to reach & teach
    • Public Relations The media is there looking for stories & sources
    Page  Crisis Communications Take control of the message, and keep community updated in real-time Recruitment LinkedIn, Facebook and other tools are used to recruit Clinical and Administrative staff Brand Monitoring People are talking about us - What are they saying? Service Recovery Step in to offer solutions / change attitudes
  • Current Hospital Social Media Accounts Page 
  • Rapid Growth – YouTube and Twitter Page  Number of Hospital Accounts by Month
  • Web Services at UMMC Page  Centralized under Communications and Public Affairs:
    • Seven-person department:
      • Director
      • Senior Editor
      • 2 Web Writers / Editors
      • Programmer
      • Development Manager
      • Creative Director
      • Other Support staff
      • Services:
        • Web site planning
        • Content Development
        • Design
        • Hosting
        • Web Marketing
        • Analytics
        • Maintenance
    Close working relationship with UMMC Marketing Team
  • The UMMC Social Media Program Page  Background
    • Started in the Fall of 2008
    • Run out of the Web Services Department
    • Uses Twitter, Facebook, YouTube and a Blog
    • 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 Page  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 Page  YouTube.com/ummc
    • Over 200 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 Page  The "Secret Sauce" for getting viewers: Detailed Descriptions
  • The UMMC YouTube Channel Page  Impact
    • Each day:
    • 1,700 people watch a video on umm.edu
    • An additional 1,300 people watch on YouTube
    • These are new visitors, new exposure
  • UMMC on Facebook Page  Facebook.com
    • Largest Social Network
    • 350 Million active users. 50% log in everyday
    • 3.5 Billion pieces of content shared each month
    • Fastest growth with people age 30+
  • UMMC on Facebook Page  Facebook.com/medcenter
    • Over 2,600 fans
    • Tools:
      • Newsfeeds
      • Polls
      • Galleries
      • Events
      • Videos
      • Ask the Expert
  • UMMC on Twitter Page  Twitter.com/ummc
    • 3,400 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 Page  www.twitter.com/ummc Service Outreach
    • Reputation monitoring
    • Quick response
    • Sincere concern
    • Converts a negative impression to a positive
  • The UMMC Blog Page  medcenterblog.org
  • The UMMC Blog - Widgets Page 
  • Social Media Connections - Two Examples Page  YouTube Video >
  • Social Media Connections - Two Examples Page  YouTube Video > Comment >
  • Social Media Connections - Two Examples Page  YouTube Video > Comment > Blog Post >
  • Social Media Connections - Two Examples Page  YouTube Video > Comment > Blog Post > Patient Success Story
  • Social Media Connections - Two Examples Page  Site Video >
  • Social Media Connections - Two Examples Page  Site Video > YouTube >
  • Social Media Connections - Two Examples Page  Site Video > YouTube > Blog >
  • Social Media Connections - Two Examples Page  Site Video > YouTube > Blog > Comment >
  • Social Media Connections - Two Examples Page  Site Video > YouTube > Blog > Comment > Twitter
  • Social Media Connections - Two Examples Page  Site Video > YouTube > Blog > Comment > Twitter > Facebook
  • Page  http://ebennett.org/children/
  • Examples from Other Organizations Page 
  • Community Outreach – Sutter Medical Center
    • Sutter Eden Medical
    • Engages the local community about hospital building plans with this blog and a Twitter feed.
    Page  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, that resulted in 14 procedures
    • Local / National press coverage
    Page  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 Page  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 Page 
    • 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
    Page  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
    Page  Crisis Communications - Innovis Health
  • Page  Crisis Communications – Scott and White
    • Used a Blog, Twitter and YouTube during the Fort Hood Crisis
    • Updated Twitter before the first casualty arrived
    • Maintained feed with dozens of updates.
  • Page  Crisis Communications – Scott and White http://twitter.com/SWHealthcare
  • Page  Development – Valley Medical Center $840,000,000
    • 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.
    Page  What to Expect:
    • What’s the ROI?
    Page 
    • A. What’s the ROI for putting your pants on in the morning?*
    Page  *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, as a part of doing business
    • Instead of ROI, Think ROC: Return On Connections
    Page 
    • Positive Word of Mouth
    • Service Recovery
    • Message Influence (not control)
    • Reputation Monitoring
    • Instant Feedback
    Q. What’s the ROI of Social Media?
  • Getting Started With Social Media Page 
    • 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 540 U.S. hospitals out of 5,000 use social media tools – this is just the beginning
  • Thank You Page  Edward Bennett Director, Web Strategy University of Maryland Medical System 410-328-0771 Work 410-929-3750 Google Voice ed@ebennett.org / ebennett@umm.edu twitter.com/edbennett delicious.com/edbennett slideshare.net/edbennett