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Effective Hospital Participation in the Social Media Conversation Takes Strategic Planning and Analysis

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Does your hospital have a comprehensive strategy in place that can deliver specific health care solutions? Is your organization ready to move? Do you understand the challenges involved? …

Does your hospital have a comprehensive strategy in place that can deliver specific health care solutions? Is your organization ready to move? Do you understand the challenges involved?
Do you understand the common mistakes and missteps others have made?
Have you researched and addressed the special concerns social media has for health care organizations? Will you be able to measure your progress against your goals? We can help you answer these and other critical questions, recommend strategies, implement components and assist with integration issues.

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  • Polls, opinions reflect their views in real time, you respond. Polls, opinions reflect their views in real time, you respond. – not sure needed
  • Animated picture buttons grow and turn on path (Advanced) To reproduce the curved shape on this slide, do the following: On the Home tab, in the Slides group, click Layout , and then click Blank . On the Home tab, in the Drawing group, click Shapes , and then under Basic Shapes click Right Triangle (first row, fourth option from the left). On the slide, draw a triangle. Under Drawing Tools , on the Format tab, in the Size group, enter 7.5” into the Height box and enter 4.75” into the Width box. On the Home tab, in the Drawing group, click Arrange , point to Align , and then do the following: Click Align Middle . Click Align Left . On the slide, select the triangle. Under Drawing Tools , on the Format tab, in the Insert Shapes group, click Edit Shape , and then click Edit Points . Right-click the diagonal side of the triangle, and then click Curved Segment . Click the bottom right corner of the triangle and then move the curve adjustment handle to create a consistent curve. Also on the Format tab, in the Shape Styles group, click Shape Fill , and then under Theme Colors click White, Background 1 (first row, first option from the left). Also on the Format tab, in the Shape Styles group, click Shape Outline , and then click No Outline . To reproduce the background effects on this slide, do the following: On the Design tab, in the Background group, click Background Styles , and then click Format Background . In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following: In the Type list, select Linear . In the Angle box, enter 225 . Under Gradient stops , click Add gradient stops or Remove gradient stops until two stops appear in the slider. Also under Gradient stops , customize the gradient stops as follows: Select the first stop in the slider, and then do the following: In the Position box, enter 0% . Click the button next to Color , and then under Theme Colors click White, Background 1 (first row, first option from the left). In the Transparency box, enter 0%. Select the first stop in the slider, and then do the following: In the Position box, enter 100% . Click the button next to Color , click More Colors , and then in the Colors dialog box, on the Custom tab, enter values for Red: 230 , Green: 230 , Blue: 230 . To reproduce the picture and text effects on this slide, do the following: On the Insert tab, in the Images group, click Picture . In the Insert Picture dialog box, select a picture, and then click Insert . On the slide, select the picture. Under Picture Tools , on the Format tab, in the Size group, click the arrow under Crop, click Crop to Shape , and then under Basic Shapes click Oval (first option from the left). With the picture still selected, under Picture Tools , on the Format tab, in the Size group, click the Size and Position dialog box launcher. In the Format Picture dialog box, resize or crop the image so that the height is set to 1.2” and the width is set to 1.2” . To crop the picture, click Crop in the left pane, and in the right pane, under Crop position , enter values into the Height , Width , Left , and Top boxes. To resize the picture, click Size in the left pane, and in the right pane, under Size and rotate , enter values into the Height and Width boxes. Also in the Format Picture dialog box, click 3-D Format in the left pane, and then, in the 3-D Format pane, do the following: Under Bevel , click the button next to Top and click Circle (first row, first option from the left). Under Surface , click the button next to Material , and then under Standard click Metal (fourth option from the left). Click the button next to Lighting , and then under Neutral click Contrasting (second row, second option from the left). In the Angle box, enter 25° . Also in the Format Picture dialog box, click Shadow in the left pane. In the Shadow pane, click the button next to Presets , under Outer click Offset Diagonal Bottom Left (first row, third option from the left), and then do the following: In the Transparency box, enter 77% . In the Size box, enter 100% . In the Blur box, enter 10 pt . In the Angle box, enter 141° . In the Distance box, enter 10 pt . On the slide, drag the picture onto the curve, near the top. On the Insert tab, in the Text group, click Text Box . On the slide, drag to draw the text box. Enter text in the text box and select it. On the Home tab, in the Font group, do the following: In the Font list, select Corbel . In the Font Size box, enter 22 . Click the arrow next to Font Color , and then under Theme Colors click White, Background 1, Darker 50% (sixth row, first option from the left). On the Home tab, in the Paragraph group, click Align Text Left to align the text left in the text box. On the slide, drag the text box to the right of the picture. To reproduce the animation effects on this slide, do the following: It will help to zoom out in order to view the area off the slide. On the View tab, in the Zoom group, click Zoom . In the Zoom dialog box, select 65% . On the Animations tab, in the Advanced Animation group, click Add Animation , and then click More Entrance Effects. In the Add Entrance Effect dialog box, under Moderate , click Grow & Turn , and then click OK. On the Animations tab, in the Timing group, in the Start list, select With Previous . On the Animations tab, in the Timing group, in the Duration box, enter 1 . On the Animations tab, in the Advanced Animation group, click Add Animation , and then under Motion Paths click Arcs. On the Animations tab, in the Timing group, in the Start list, select With Previous . On the Animations tab, in the Timing group, in the Duration box, enter 1 . On the Animations tab, in the Animation group, click Effect Options , and then click Right . On the Animations tab, in the Animation group, click Effect Options , and then click Reverse Path Direction . On the slide, select the arc effect path, and then drag the bottom sizing handle below the bottom of the slide. Drag the right side sizing handle to the left until the path curve approximately matches the curve of the modified triangle. Drag the green rotation handle to the left to rotate the arc path to match the curve of the modified triangle. Drag the arc path so that the red arrow is in the center of the picture. You may need to make further adjustments to the length, width, and angle of the arc path to match the curve of the modified triangle. On the slide, select the text box. On the Animations tab, in the Advanced Animation group, click Add Animation , and then under Entrance click Fade. On the Animations tab, in the Timing group, in the Start list, select After Previous . On the Animations tab, in the Timing group, in the Duration box, enter 1 . To reproduce the other animated pictures and text boxes on this slide, do the following: On the Animations tab, in the Advanced Animation group, click Animation Pane . On the slide, press and hold CTRL and then select the picture and the text box. On the Home tab, in the Clipboard group, click the arrow next to Copy , and then click Duplicate . On the slide, drag the duplicate picture and text onto the curve below the first group. On the slide, select the duplicate picture. Under Picture Tools , on the Format tab, in the Adjust group, click Change Picture . In the Insert Picture dialog box, select a picture, and then click Insert . Under Picture Tools , on the Format tab, in the Size group, click the Size and Position dialog box launcher. In the Format Picture dialog box, resize or crop the image so that the height is set to 1.2” and the width is set to 1.2” . To crop the picture, click Crop in the left pane, and in the right pane, under Crop position , enter values into the Height , Width , Left , and Top boxes. To resize the picture, click Size in the left pane, and in the right pane, under Size and rotate , enter values into the Height and Width boxes. In the Animation Pane , click the Arc animation effect for the new picture. Drag the green rotation handle to the right to rotate the arc path to match the curve of the modified triangle. Drag the arc path so that the red arrow is in the center of the picture. Click in the duplicate text box and edit the text. Repeat steps 2-7 two more times to reproduce the third and fourth pictures and text boxes with animation effects.
  • Providing answers to their questions, gaining support from fellow patients and advice from the clinical experts is disjointed and difficult to navigate with the numerous social media tools you have implemented.
  • Same picture Same picture
  • I changed this a lot because I didn’t understand the last 6 bullets
  • SHOULD WE BE GIVING THESE IDEAS AWAY?
  • Transcript

    • 1. The Online Empowered Patient Has Come of Age; Is Your Hospital Part of the Conversation? Effective Participation in the Social Media Conversation Takes Strategic Planning and Analysis MyHealthCommunity Social Network, Inc 135 Market St., Portsmouth, NH, 03801 603-553-2997 www.myhealthcommunity.net Copyright © 2010 MyHealthCommunity Social Networks, Inc. All Rights Reserved
    • 2.
      • Customers engaging, commenting, & influencing products and service.
      • Interactive, an exchange of ideas, insights and collaboration for a better patient experience.
      • Investment in your community of users, friends and fans through conversation.
      • Develop trust overtime. Key to your connection to the customer.
      Critical Social Media Concepts: Social Media is a Process
    • 3. Marketing Shifts to Voice of the Patient
      • The new online generation customer wants to be heard, listened to, and help to shape their world.
      • Empower the patient’s voice – Open up to let your customers market for you. Customers needs and desires shape the messaging. Satisfied patients tell their friends and neighbors about their experiences.
      • Hosting a social media platform gives your customer the platform for these word-of-mouth referrals.
      • Shift to participating in online conversations.
    • 4. Is it Time for A Strategic Social Media Plan ?
      • Are your conversations limited with your patients?
      • Are clinicians not sure how to talk on these open systems?
      • Are your patients looking for a more private place to talk?
      • Do you have to redirect your patients offline often?
      It may be time to reconvene and put together a strategic social media plan…
    • 5. You’re observing You are participating on many platforms You have A Facebook page, lots of fans, you’re tweeting. Where are You in the Social Media Sphere?
    • 6. You’re Observing ….
      • You’re observing…. Your hospital has taken a backseat, watching this social media evolution.
      • Your leadership is still weighing the risk vs. value question. Hospitals have not traditionally followed the same path that business has in marketing.
      • Can the healthcare industry generate new patients?
      • Will patients actually shop for healthcare?
    • 7. You’re Talking on Facebook and Tweeting Fans
      • You’re getting the hits to the website, have lots of fans on your Facebook page and followers on Twitter.
      Your Hospital has 527 fans!
    • 8. You are participating….
      • You’re a hospital with an ear to the social media conversation. You’re multi-channeled with a Facebook page, Twitter and LinkedIn accounts.
      • You’ve begun to listen to your online patients who are on these tools interacting with business and personal connections.
      • Maybe your hospital has found your online conversation with patients and family is limited on these open conversation platforms.
      • Specific questions about patient care seem to need to be redirected offline.
    • 9. Finding this Social Media A Challenge
      • You are finding this a challenge to keep up with, monitoring these disparate social media channels.
      • You have the channels but the path of your patient is not so clear.
      • Providing answers to their questions, gaining support from fellow patients and advice from the clinical experts is disjointed and difficult to navigate with the numerous social media tools you have implemented.
    • 10.
        • Your first step is to develop a social media plan.
      • Select the right tools to reflect strategic goals
      • Identify your target audience
      • Match their needs to specific platforms and tools,
      • Develop the resources, policy and procedures to support the initiatives
      • Identify success measures and analytics
      Take the Next Step
    • 11. What Value Do You Seek in Social Media? What social media purposes align with your own hospital’s goals and priorities? Why are you entering this market sphere? What value are you seeking from it ? What promises do you believe social media holds for your hospital, patients and clinicians?
    • 12. Build Relationships and Loyalty
        • Consistent contact and development of relationships will lead to short and long term benefits, including building stronger bonds.
        • Prevention, patient education and empowerment to the patient are potential value-added offerings of a web-community.
        • Health condition or disease specific collaborative groups.
        • Build support among patients, foster relationships.
        • Provide trusted source of medical information, online libraries, videos.
        • Online Fundraising and Event management.
        • Deliver alerts.
        • Targeted Newsletters and Articles.
    • 13.
      • Better prepared patients lead to lower wait times and rearranging of schedules in outpatient areas like lab, radiology.
      • Online pre-surgery process can lead to a prepared patient that leads to on-time surgery.
      • Moving paper documentation to online electronic versions saves in copying, paper and staffing costs. Storage requirements are lowered.
      • Efficient medical information look up and storage for the consumer.
      • User-generated medical content offers access to online support group.
      • Guiding patients appropriately thru the system will lead to less
      • cancelled procedures & surgeries, less returns to the emergency room and appropriate use of medications.
      • Advertising Revenue – to offset marketing costs
      Cost Savings, Efficiency
    • 14. Staff Recognition & Personal Development
      • Patients can recognize staff for their performance.
      • Hospitals can highlight employees of the month.
      • Staff can be featured to let a patients know how they are involved in their care e.g. respiratory therapists, occupational therapists, nuclear med techs.
      • Physicians and Staff stay in the loop on industry happenings and improve knowledge levels.
      • Patients can become active partners in their own health care.
    • 15. Respond to Complaints
      • Participate in conversation if complaints arise on forums, Facebook walls.
      • Offer customers solutions. Explain steps the hospital is taking to prevent re-occurrence of problem.
      • Improve how others think about and view your organization. You’ll be perceived as progressive.
    • 16. Enhance Your Reputation, Increase Brand Awareness
      • Increase your visibility through interaction on many different levels. Networking also drives traffic back to your website.
      • Open communication with your community will improve your reputation.
      • Encourage patients to tell stories.
    • 17. Mechanism to Partner with Public Health
      • Partner with community health centers and DHHS, public health to address outbreaks, infectious disease.
      • Promote clinics, vaccines & flu shots to target populations Disaster management, communications thru Twitter, Facebook etc.
      • Address other public health initiatives to improve general health of population through condition specific groups, focused on prevention i.e. asthma, diabetes, obesity, smoking, alcohol and drug abuse.
    • 18.
        • Physician Interaction
      • Forums to write and publish papers, which provide more exposure for your experts and highlights the value of your hospital.
      • Start blogs on specific topics of interest.
      • Physician to physician communication for consults and information sharing.
    • 19.
      • Communication with other patients, gain support.
      • Respond to blogs or communicate with clinicians and staff experts.
      • Locate information which is understandable and packaged in a way that they can relate to, i.e. geographically or culturally specific.
      • Allows patient to dive deep into content, organize it and save it in a way that is specific to them. Find other patients that are similar to them not just in that they share the same disease or condition.
      Value to Patient- Put the patient in control
    • 20.
        • Membership management
        • Profile configuration
        • Web analytics integration
        • Enable and disable settings and functionality
        • Protect patient privacy
        • Setup separate communities by location, service line and/or organizations
      Administrative control by hospital
    • 21. Whose in Control? Admin Rights?
    • 22.
        • Today special issues with marketing medical procedures still exist but have taken on different meaning. In particular social media marketing concerns have centered more on how to ensure that patient’s personal health information is protected on these open systems.
        • Recent developments on these turnkey solutions in social media have changed the attractiveness of platforms like Facebook and Twitter.
        • Revelations that these companies will change their privacy policies without notice to their customer base are causing the healthcare industry and regulators to rethink their social media strategy.
        • Opting-in users to share personal information (protected by HIPAA) with no direction on how to opt-out of a confusing process threatens the privacy of patient information that hospitals have gone to such great lengths to protect.
        • Search out tools that offer your hospital privacy controls, secure sign on, and administrative controls while still creating an open conversation for your patients and their families.
      Protecting Patient Privacy in the Conversation
    • 23. A Coordinated Approach to Social Media: Building a Social Media Strategy Measure & Re-Strategize Engage & Interact Build & Test
        • Assess, Plan, & Strategize
    • 24.
        • Assess Your Hospital vs Competitive Environment
        • Define Organization Goals
        • Gain leadership buy-in & budget
        • Develop your internal processes and plans
        • Identify Target Audience
        • Match tools to audience, goals & risk tolerance
        • Choose your tools
        • Create Policies, Procedures and Guidelines
        • Address Risks & Legal Issues
      Build a Successful Strategy
        • Assess, Plan, & Strategize
    • 25.
        • Secure tools, technology, SAS platform
        • SM Accounts established
        • Create efficient navigation path between tools, platforms
        • Identify staff resources
        • Identify super users that are a part of your staff
        • Build content, Engage clinicians
        • Test with staff users, Tweak & Retest
      Build a Successful Strategy Build & Test Tactics – Platforms – Security – Process – Controls - Measurement
    • 26. Build a Successful Strategy
      • Start talking. Post blogs. Start discussions on forums. Create groups that share common interests. Respond to positive tweets and wallposts.
      • Show your appreciation. Contact these users. Ask them to share their stories, be a part of videos, moderate forums or posts blogs. Offer unique information about your hospital.
      • Engage in active discussions, open interactions.
      • Community members share success stories.
      • Drive members to appropriate tools.
      Engage & Interact
    • 27. Build a Successful Strategy
      • Determine how to measure your progress against your objectives.
      • What information is required to measure results? What metrics will you use?
      • What are your baseline measurements?
      • What measurement tools are available? How will you quantify success?
      Measure & Re-Strategize Pull analytics, assemble key stakeholders and present data. Adjust your processes and tactics to try to increase participation and increase qualities of posts and other content.
    • 28. Build a Successful Strategy
      • Measure user experience: page clicks, retweets, time on site, etc.
      • Use analytics to measure your tactical performance.
      • Repurpose efforts, staff, tools to better respond to user requirements.
      • Expand efforts to new service areas, new clinical arenas, target audiences.
      • Assess new social media options and available tools.
      • Re-measure and re-strategize. It’s an ongoing effort.
      Measure & Re-Strategize Create contests and other innovative motivators to drive more people to your platforms and get them to participate. Show appreciation for their contribution to making your social media a valuable way to interact with your community.
    • 29. Develop A Strategy
      • Aim for an aggressive timetable as social media is a fast-moving target.
      • Resource Availability Assessment - skills in-house, consulting firm, outsourced?
      • Use the 80/20 rule. First target those areas that will have high impact for your organization and that have high probability of success.
      • Develop process, structure and communications prior to implementing tactics.
      • Set expectations for the long run to build lasting loyalty.
      • Ensure that risk management is an integral part of your overall strategy.
      • Assess tools available in market that may offer turnkey platforms, expertise to bring your social media approach up faster, more effective and efficient implementation.
    • 30. Move To a Fully-Integrated Social Media Solution Link to Secure Patient Community My Health Secure, Online Patient Community Users Share Back to Their Facebook Pages Your Content www.myhealthcommunity.net Find Patients, Families. Recruit Community members on Facebook Establish Page Educate Users. Update often Respond & Redirect for privacy Listen, Learn User Needs, Opinions Push out News, Promote Events, Service lines Video , Photos Pull in users to Comment, Share Content with Friends, An Integrated Approach to Social Media Link to Hospital Website
    • 31. Creating a Fully-Integrated Social Media Solution
      • You’ll need a living document, a strategic plan, that is flexible enough to incorporate the innovative technologies that are continuing to hit the healthcare IT runway at lightening speed.
      • It is important to offer your patients a private community online that is governed by your hospital. Your hospital can assure your users of a safer place to obtain trusted medical information and obtain support from peers.
      • Assemble a one-stop-shopping experience for users who come in to find everything you offer about asthma, diabetes, obesity, cancer, etc.
      • Create a supportive environment where people who have experienced the ups and downs of a disease can come to receive guidance and tips.
    • 32.
      • Offer a library of medical knowledge that is relevant to the care your community has at your hospital. Give them choice and options. Reach out with the latest research to help them along their decision path.
      • There are options available to pull your online consumers in through the conversation platforms that they are on such as Facebook and Twitter then redirect them to your website and your own secure patient online community.
      • You can partner with a company that offers this type of software as a service (SAS).
      Creating a Fully-Integrated Social Media Solution
    • 33. Step Into the Social Media World
        • Step Into the Social Media World,
        • You and Your Patients Will Be Glad You Did
        • The time to start is now .
      • Consider our SAS MyHealthCommunity platform that can be branded to your hospital. We offer online demos of the community and would love to have you see it and give us your feedback.
      • See our Patient from this new generation talk about his feelings about an online hospital patient community.
    • 34. The Time is Now For A Social Media Plan
      • We help every step of the way, answering your questions, recommending strategies, implementing components and assisting with integration issues.   We are MyHealthCommunity Social Network, Inc .
      • MyHealthCommunity (MHC) is a service and platform company. MHC is dedicated to serving hospitals and hospital enterprises with services and platforms to increase patient satisfaction, reduce costs, build your brand and provide patient education through social media. MHC has brought together healthcare and social media experts that understand the hospital industry. Our team is ready to help you get started with a social media solution.
      • [email_address]
    • 35. Thank You ! [email_address] Visit us at: www.myhealthcommunity.net MyHealthCommunity Social Network, Inc 135 Market St., Portsmouth, NH, 03801 603-553-2997