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Beyond Ad Hoc


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Beyond Ad Hoc

  1. 1. Creating a Crystal Clear, Well Structured Engagement Strategy<br />What Works and What Doesn’t<br />Strategic Social Media for Health Care<br />July 27, 2010<br />Bradley W. Jobling<br />Columbia University Department of Surgery<br />Beyond Ad Hoc<br />
  2. 2. Bradley W. Jobling<br />15 years online marketing and Internet Strategy<br />MBA from Columbia Business School<br />5 years online marketing and web strategy at Columbia University Medical Center<br />1 year social media for Department of Surgery under Dr. Mehmet Oz<br />2<br />Strategic Social Media for Health Care<br />7/27/2010<br />
  3. 3. Is social media working for health care?<br />The WHO used Twitter to communicate, research, and monitor the H1N1 pandemic.<br />Clinicians are joining Sermo and Ozmosis.<br />Patients are using Diabetic Connect, Daily Strength, and PatientsLikeMe.<br />American Well has developed an online care system.<br />Organized Wisdom is using Twitter to become a health information search engine.<br />More money was raised for Haiti in days than during the Indian Ocean tsunami in weeks.<br />According to HSC provider reputation was more important than a doctor’s recommendations.<br />3<br />Strategic Social Media for Health Care<br />7/27/2010<br />
  4. 4. How prevalent is social media in US hospitals?<br />4<br />7/27/2010<br />Strategic Social Media for Health Care<br />
  5. 5. How prevalent is social media in US hospitals?<br />5<br />7/27/2010<br />Strategic Social Media for Health Care<br />
  6. 6. Does social media work for CUMC?<br />6<br />Strategic Social Media for Health Care<br />7/27/2010<br />
  7. 7. Why is strategy important?<br />What is the message of your social media project?<br />How is social media justified to management? Is there an ROE?<br />Who is going to generate the content & monitor pages?<br />What are the employee policies regarding social media?<br />What happens when an issue, crisis or legal conundrum occurs?<br />7<br />Strategic Social Media for Health Care<br />7/27/2010<br />
  8. 8. Social Media Mindset<br />8<br />Strategic Social Media for Health Care<br />7/27/2010<br />
  9. 9. 1. Determine 1st Program<br />Inventory marketing & communication programs.<br />Inventory assets & touch points used in marketing and communication programs.<br />Determine an area where a program can be initiated.<br />Define objectives, goals, policies, procedures and budget.<br />9<br />Strategic Social Media for Health Care<br />7/27/2010<br />
  10. 10. 2. Listen<br />Google Alerts<br />Blog Pulse<br />Buzz Metrics<br />Surveys<br />Social Mention<br />Radian 6<br />Cymfony<br />Jive<br />Viral Heat<br />Tattler<br />How to Build Your Own Social Media Monitoring Service (@webmetricsguru)<br />Photo Courtesy Banion1964<br />10<br />Strategic Social Media for Health Care<br />7/27/2010<br />
  11. 11. Guidelines & Practices<br />Goals & Metrics<br />Research best practices<br />Develop procedures <br />Write up social media policy & guidelines<br />Determine content strategy<br />Look at current web analytic measures. <br />Determine what metrics are available from SM tools.<br />Set measurable goals to be achieved from SM program.<br />Setup new metrics gathering programs as required and incorporate into overall analytics.<br />Start a system to track referrals from the get-go.<br />3. Prepare<br />11<br />Strategic Social Media for Health Care<br />7/27/2010<br />
  12. 12. 4. Engage<br />Wordpress (Blogs)<br />HootSuite<br />Sendible<br />Radian6<br />TweetDeck<br /><br />KickApps<br />LiveWorld<br />APIs<br />Graphic Courtesy Social Media University Global<br />12<br />Strategic Social Media for Health Care<br />7/27/2010<br />
  13. 13. 4. Engage<br />Start with basic platforms and grow.<br />Prime fans and followers from current subscribers,<br />Place links on all collateral,<br />Create an editorial calendar.<br />Search for outside content to post.<br />Develop internal communication channels.<br />Monitor responses for follow-up.<br />Educate and collaborate with other departments and constituents.<br />13<br />Strategic Social Media for Health Care<br />7/27/2010<br />
  14. 14. 5. Convert<br />Photo Courtesy Search Engine People<br />14<br />Strategic Social Media for Health Care<br />7/27/2010<br />
  15. 15. Web Site Goals<br />comments<br />recommendations<br />retweets<br />forwards<br />links<br />likes<br />mentions<br />interactions<br />leads<br />page views<br />subscribers<br />time on site<br />bounce rate<br />6. Measure Successes<br />Engagement<br />15<br />Strategic Social Media for Health Care<br />7/27/2010<br />
  16. 16. Why is content strategy important?<br /><ul><li>New requirements for even more content.
  17. 17. Content may need to be developed differently.
  18. 18. Social media doesn’t always scale.
  19. 19. Content is distributed across different formats.</li></ul>16<br />Strategic Social Media for Health Care<br />7/27/2010<br />
  20. 20. <ul><li>New requirements place a higher liability on organizations and individuals.
  21. 21. Easier for clinicians and employees to release information.
  22. 22. Good relationships can change.
  23. 23. Legal Department has to adjust to new situation.</li></ul>Why is HIPAA important to strategy?<br />17<br />Strategic Social Media for Health Care<br />7/27/2010<br />
  24. 24. What’s Hot?<br />18<br />Blogs<br />Facebook<br />Twitter<br />You Tube<br />Yahoo! Groups, <br />Google Health,<br />Web MD Health Exchange<br />Care Pages<br /><br />Twice as many people search rather than ask friends.<br />PatientsLikeMe – 37,000 members growing 10% per month<br />60% to 70% Internet users search for health information.<br />75% of Forrester Creators share health information<br />66% doctors think online communication will increase in next 18 months.<br />7/27/2010<br />Strategic Social Media for Health Care<br />
  25. 25. What’s Not? …..But warming up<br />19<br />Physician Social Networks: <br />Ozmosis<br />Sermo<br />Medscape Physician Connect <br />Physician Rating Sites: <br />Angie’s List <br />Yelp<br />RateMDs<br />Healthgrades<br />UCompareHealth (About)<br />CME<br />LinkedIn CME Group<br />Sermo, Ozmosis and Mescape Physician Connect are the 3 largest physician social networks.<br />Sermo and Physicians Connect has over 100,000 members.<br />Sermo conducts online physician focus groups ranging from $10,000 to $16,000.<br />Angie’s List has 150 health care categories with 10,000 monthly reviews.<br />50% of CME providers use social media<br />7/27/2010<br />Strategic Social Media for Health Care<br />
  26. 26. Points to Ponder<br />90% of hospitals want to acquire new patients with social media. This will take time.<br />Monitor and listen to feedback, if nothing else. <br />Incorporate social media into training, internal communication and hiring. <br />If something bad happens, start at “ground zero”.<br />20<br />Strategic Social Media for Health Care<br />7/27/2010<br />
  27. 27. Bradley W. JoblingSocial Media ManagerColumbia University Department of<br />21<br />