# Too many organizations link repeatedly or even exclusively to their own Web sites. This comes off as very self-serving. If one of your experts in quoted in a news article, link to the news article—not your own press release about the article. # Some organizations go overboard trying to include fun but meaningless posts along with useful, hospital-specific posts. An occasional light note—thanking everyone who's been following your Twitter account or who helped with a certain event—is fine. But don't wish everyone a cheery good morning every single morning. #On the other hand, some organizations aren't showing any personality at all in their posts. Robotic messages with the same kind of content (links to press releases for example) is boring and repetitive. Throw something in there every once in a while that proves your posts are written by a human being.
Henry Ford Hospital was one of the first hospitals to tweet a live procedure from an operating room. Docs, medical students, and others followed along on twitter as surgeons tweeted short updates on a kidney surgery to remove a cancerous tumor. The tactic effectively created excitement and raised public awareness for the organization. Doing something like this can also attract new pateints and recruit medical personnel. In training medical personnel using social media, you can turn the group to the web to create a discussion using a hashtag. This is a great way for employees to feed off of each other’s ideas and get a conversation going. You can also share slideshows, videos or pictures using social media (YouTube, Flickr, Slideshare). Making your lesson almost viral. 70% of journalists now use social networks to assist reporting (PRWeek) Why not leverage these social media channels and achieve coverage in mainstream and industry pubs. When disaster strikes, hospitals can turn to social media to issue timely updates and news. Emergency room access, visiting hours and hospital operation status, re-tweet news from Red Cross and communicate with reporters. Share timely information regarding symptoms, diseases, medications and treatments (re-tweet other news sources broadcasting timely news in these areas)
Smarter Healthcare Using Social Media
Smarter Healthcare Using
Effective Use and Impact
Presented by: Bridget Forney & Amy Burke
What is Social Media?
Where individuals are in
communities that share ideas,
interests, or are looking to meet
people with similar ideas and
Social media forums open up a
line of communication that is
two-way, which gives “fans,”
“members,” “followers” as well
as the hospital or foundation an
opportunity to voice an opinion
Social Media in Healthcare today…
A straight talk and PatientsLikeMe.com
encouragement blog for people Share your treatment experiences.
living with the disease. Find patients just like you. Learn from
others who know.
A collection of weblogs by
Johns Hopkins Medicine Podcasts
WebMD.com A weekly podcast looking at the top medical stories of
Leading source for the week for people who want to become informed
health and medical news participants in their own health care.
The Pew Internet Project estimates that about
of internet users
These conversations are taking
place with or without you.
Embrace and engage to connect with
patients and build lasting relationships
Why consumers are
attracted to social media…
People trust “a person like me” more than
business, government or media figures
Seeking a conversation, not a one-way
Trust, transparency, dialogue, honesty
What can social media do for you?
Share video and photos
Gather and respond to patient testimonials
Share media coverage
Start a conversation
Improve customer/patient service
Connects people with
family, friends, colleagues,
and those with similar
Users “Like” or join
professionally by industry or
educationally by school,
among other classifications
Why join Facebook?
Strengthen your brand
through Page customization
Network with people and
Communicate with people
who “Like” you through direct
and targeted messages
Measure your success through
Over 400 Million users worldwide!
Hospitals on Facebook fall in
to four categories:
OSF Saint Francis Medical Center
Effective use of
photo and video
•Over 1,500 “Likes” to date
•Over 50 photo albums
How can I optimize my
Engage people who “Like” you
Respond to comments
Share photos and video
Clean up your tabs!
Use Causes Tab
Target your audience
A crash course in FBML
(Facebook Markup Language)
Phone: 619-543-1405 Ext. 7102
FBML gives your page a tab (name of your choosing) to add organized content.
What is , anyway?
Cross between instant messaging and blogging
that allows users to send short (140-character)
updates in which they answer the simple
question, “What are you doing?”
Users create formal and informal connections,
which establishes numerous and interconnected
networks of users.
Over 100 million users!
Your you to find
Sidebar containing the
same term or
Lists allow Find out what
you to group people are
people you talking about
follow under in your area
Find new audiences
Join the conversation
Strengthen your brand
Backus Hospital is a community hospital in Norwich,
CT. They recently Tweeted pictures of the hospital’s
“first baby of the New Year.” Who doesn't love babies?
Other ways they’re using Twitter:
Asking general questions to engage the hospital’s
audience. (If Sanjay Gupta becomes the U.S. Sugeon
General, what would you ask him?)
Posting safety tips (change those smoke alarm batteries).
Posting health reminders (get those flu shots).
Providing links to cross-promote other products (read
our monthly health magazine).
St. Jude Children’s Research Hospital in Memphis, TN.
(St. Jude is also the most popular hospital Page on Facebook with over 88,000 fans.)
Ways they’re using Twitter:
Announcing accomplishments (St. Jude Ranked No. 1
Pediatric Oncology Hospital).
Generating excitement about successful fundraising events
and thanking fundraisers (marathoners raise $2 million for
Posting new research findings and overviews of topics such
as cancer diagnosis and care.
Include a bio and custom background
Be prepared to address concerns
Post links to articles/sites even if they aren’t about
Have personality - inspire conversation
Most importantly, participate!
5 additional ways to use
social media after this
Tweet live procedures
Train medical personnel
Reach mainstream media
Communicate in times of Crisis
Provide accurate information to patients
& Social Media
Join a weekly Twitter
conversation about Healthcare
communications and social media
Mashable Social Media Guide: the world’s largest blog focused
exclusively on Web 2.0 and Social Media news http://mashable.com
Inside Facebook: provides up-to-date news and market research on
Facebook for developers and marketers
Non-profits on Facebook: a resource for non-profits and other
organizations built to help you harness the power of Facebook
Wild Apricot’s Non-Profit Technology Blog: how to promote your
non-profit’s cause on Facebook in five easy steps
10 Twitter tips for Nonprofit organizations
http://muckrack.com Find journalists on Twitter by beat, outlet or
Improve patient care
Gain media coverage/connect with media
Attract new patients and staff
Fundraising & Friendraising
A healthy investment
Monitor & Measure!