Innovative uses of social media to support health care service, marketing, and outreach. Slides from social media panel at educational event sponsored by National Capital Healthcare Executives, "Shaping the Future of Healthcare: Readiness, Change, and Innovation," at George Mason University, March 8, 2014. Panelists: Mark Miller, Children's National Health System; Ed Bennett, University of Maryland Medical Center; Shana Rieger, Inova Health System; and Joey Rahimi, Branding Brand.

1. EMPLOYING SOCIAL MEDIA
TO IMPROVE SERVICE AND
EXPAND REACH
Shaping the Future of Healthcare, March 8, 2014

2. Meet the Panel
 Mark Miller, Children’s National Health System
 Ed Bennett, University of Maryland Medical Center
 Shana Rieger, Inova Health System
 Joey Rahimi, Branding Brand

3. Hospital Use of Social Media
Social Media Accounts
Facebook
Foursquare
Twitter
YouTube
LinkedIn
Blogs
716
651
Source: Mayo Clinic Center for Social Media,
March 2014
1292
1090
998
209

4. Social Media at Children’s National
Platform Started Followers
Dec 2007 27,715
Dec 2008 25,300
Nov 2011 266,650

5. Uses of Social Media in Health Care
 Reputation/Branding
 Marketing
 Education
 Fundraising
 Public relations
 Public affairs/advocacy
 Internal communications
 Patient support groups
 Customer service
 Recruitment
 …and more

6. Topics for Today
 Social Media Access
 Online Patient Support Groups
 Brand Management
 Customer Service: The Good, the Bad, and the Ugly
 Connecting With Consumers
 Donor Engagement
 Trends to Watch

7. University of Maryland Medical Center
Social Media Access

8.  HIPAA & privacy violations
 IT security
 Loss of message control
 Employee productivity
Perceived Risks of Social Media Access
Our IT staff reacts

9. 1. Staff can access social media on personal devices.
2. Access is a management decision, not just one by IT or HR.
3. Create social media polices and guidelines, then enforce them.
4. Provide training about social media risks and opportunities.
5. Social media sites are web sites, so virus and malware risks are
similar and can be managed.
6. Even if you block social media, staff can and will visit other sites.
7. Educate users about managing security risks (e.g., creating
passwords, recognizing suspicious emails, messages, links, etc.)
Answers to Common Objections

10. Patient Expectations
“You trust your staff with my life, but think they can’t
handle Facebook?”
“You cut off my support network when I needed it the
most.”
-- Patient responses to UMMC blocking social media

11. Opening Access at UMMC
Why Change?
 Patient satisfaction – #1 driver
 Respect for hospital staff
 Lessons learned from the first Web cycle
 Opportunity to reach and build communities

12. Before We Opened Access:
 Required annual training for all staff
 Provided tools for managers
 Packaged presentations
 Videos
 FAQs
 Encouraged discussion
 Acknowledged gray areas
Opening Access at UMMC

13. Results:
 Unblocked social media on Jan. 1, 2011
 A “no drama” launch
 Decreased patient complaints
 Increased employee awareness
 Social media = business as usual
Opening Access at UMMC

14. University of Maryland Medical Center
Patient Support Groups

15. Patient Support Groups on Facebook
 Outgrowth of traditional IRL groups
 Managed by the same group leader
 Mix of closed and secret groups
 Posts are private to the group
Set up and sanctioned by the UMMC Communications
Department

16.  Liver transplant
 Digestive diseases
 Hepatitis C
 Trauma survivors
Launched early 2011
50-100 members each
Patient Support Groups on Facebook

17. Transplant Support on Facebook

18. Transplant Support on Facebook

19. “Has anyone met their donor’s family? What's
your take on meeting them?”
“I had the privilege of meeting my donor's
surviving sister. We started writing, emailing,
texting, and finally met in person last year.”
Transplant Support on Facebook

20. “I am so thankful for this support group. You
all have made my wait bearable. There is so
much love in here.
“Only we know what we are going through.”
Transplant Support on Facebook

21. Inova Health System
Online Brand Management

22. Monitoring Tools
Free:
 Google Alerts
 Twitter search
Paid:
 Radian 6
 Meltwater
What are people saying about you?

23. Identify patient ambassadors
Gerald Share Lifesaving Story

24. Inova Health System
The Good, the Bad and the Ugly

25. The Good

26. The Bad
April 2013

27. The Ugly
April 2012

28. Customer Service
Key points:
 Respond (at least most of the time)
 Take complaints off-line
 Share recognition
 The good far outnumbers the bad/ugly

29. Children’s National Health System
Connecting with Parents

30. Marketing to the Healthy

31. Parent’s Letter Project

32. Children’s National Health System
Donor Engagement

33. Online Fundraising
0
500000
1000000
1500000
2000000
2500000
2007 2014
Dollars Raised Online
Dollars Raised
Online
$200,000
$2.2 million

36. Results
 Increase in list size -- up to 35%
 Engaged donors
 Happy kids and families

38. Branding Brand
Trends to Watch

39. CONTENT IS KING: The Children’s Hospital of Minnesota has had a
health blog since 2010 and have published nearly 5,000 articles. Over
32,000 websites link to this blog as a valuable resource. They use a
legal disclaimer and moderate all comments.
http://www.childrensmn.org/blog/kidshealth/

40. RAPID LEARNING & COLLABORATION: Doctors at Boston Children’s Hospital are
sharing peer-reviewed training videos and on-demand curricula to demonstrate the
latest life-saving techniques in child care, building an ecosystem of well-trained
healthcare professionals.

41. SOCIAL DATA: Access to behavioral data that is allowing organizations to
analyze sentiment, listen and learn from customer experiences and
behaviors and tap into the social pulse of their employees and customers.

42. MOBILE TAKEOVER: Mobile website traffic (smartphones and tablets) will surpass
desktop traffic in 2014. Ensuring all content and marketing is built with a “mobile
first” mentality will be critical to ensuring accessibility.

43. Resources
Twitter.com/HealthSocMed #hcsm
http://network.socialmedia.mayoclinic.org/

44. Keep in Touch
 @EdBennett ebennett@umm.edu
 @shanarieger shana.rieger@inova.org
 @joeyrahimi joey@brandingbrand.com
 @mmiller20910 MRMiller@childrensnational.org
 @UMMC
 @inovahealth
 @brandingbrand
 @childrenshealth