HootSuite in the Hospital -- Twittering a Surgery Case Study

HootSuite in the Operating Suite: 1 Situation A hospital demonstrates a When an opportunity to broadcast a surgery arose, High Point Regional Health System decided to use a social media tools commitment to innovation and to share the surgery with potential patients. patient education by live According to Kelley O'Brien, Interactive Media Specialist at Twittering a surgical procedure High Point Regional , "We had discussed some other live direct from the operating room options, but decided to proceed with carrying the surgery live via Twitter using HootSuite." using HootSuite and Ow.ly. The campaign presented unique challenges including sterilizing laptops and Ethernet cables, as well as sharing useful information while ensuring the patient's comfort during an important surgery. 2 Objective High Point wanted to showcase their state-of-the-technology "da Vinci Si" surgical equipment to a target audience of potential patients. Additionally, they sought to experiment with the possibilities of new media as a patient education and outreach tool and demonstrate the hospital’s progressive-ness inside and outside the operating room. 3 Why HootSuite? High Point chose HootSuite as the primary campaign tool for the ability to quickly post multi-media and short links from "Tweeting the surgery with HootSuite within the dashboard as well as the built-in reporting capabilities. demonstrated the health system’s progressiveness inside and outside the operating room." High Point Regional Hospital is a part of a not-for-profit, community-based group Kelley O'Brien, Interactive Media Specialist, offering a wide variety of inpatient and outpatient care. High Point Regional Health System highpointregional.com ow.ly/user/HPRHS twitter.com/hprhs youtube.com/HighPointRegional 1/2

in the Hospital Campaign Tactics In the Operating Room O'Brein actively provided play-by-play of the delicate To accommodate the extra personnel, the surgery was prostate removal surgery starting with the preparation and performed in the hospital's largest surgical suite. Kelley included medical-related facts. Her resulting 44 updates O'Brien (@kelleyob), worked from a laptop on a sanitized featured photos shared on Ow.ly/HPRS which showed both metal desk behind the surgical robot's monitors allowing the operating room and the internal organs as viewed for the best view of the surgery and easy communication through the robot's viewing screens. with the team. Measuring Results Despite a short lead-up time to the campaign, there was dozens of participants in the conversation and during the approximately 2 hour procedure, the hospital gained 28 additional followers. @HPRHS: Photo of Dr. Local newspaper,"The News and Record" covered the event #HPRHSLIVE Here's a Hall positioning robot in "Follow a local surgery live via Twitter" http://ow.ly/26s2s snapshot of the staff #HPRHSLIVE preparing for surgery Fact: There are and included the patient's motivations: http://ow.ly/i/16El thousands of nerves http://ow.ly/i/16AZ on each side of the prostate #HPRHSLIVE The attention doesn’t faze patient Philip Vincent too much. He hopes the spotlight will promote both the need for prostate cancer screening and the options To encourage participation in the conversation, the hospital available to men who contract the disease. If following used a hashtag #HPRHSLive which allowed easy tracking the tweets convinces one man to get tested who turns out for campaign archiving plus is generic enough to be reused to have the disease, “then that’s worth it,” Vincent said. on future campaigns. These 40+ RTs and mentions resulted in valuable positive What’s Next? brand sentiment. The hospital is planning more social media driven From @easbrooke: High Point campaigns including live workshops to, “start relating to Regional @ HPRHS is tweeting patients in new ways” (O’Brien). These Twitter-centric From @donnie_T: Fascinating. High Point Regional Health a surgery. Are you following? campaigns are supported by other social channels including #HPRHSLIVE Systems using Twitter to provide (unexpectedly humorous) videos about serious issues like live play by play of a surgery. about stroke awareness, on Youtube. Follow #HPRHLive Their participation resulted in a narrative with the surgeon More HootSuite: Craig Hall, M.D. who answered medical-specific questions sent by the online audience. You may find more info sheets and case studies in our library at blog.hootsuite.com/library @ HPRHS: Image of removing the You can also find more information about HootSuite bladder, which will be reattached on our website hootsuite.com and/or you can follow us after the prostate @ HPRHS: Dr. Hall "The patient's is removed #HPRHSLIVE on Twitter @hootsuite prostate is twice the normal size" http://ow.ly/i/16GW #HPRHSLIVE 2/2

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HootSuite in the Hospital -- Twittering a Surgery Case Study

by HootSuite on Aug 10, 2010

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HootSuite in the Hospital -- Twittering a Surgery Case Study — Document Transcript