As presented to the AMA Healthcare SIG

1. Social Media @OSUMC January 27, 2010

2. @OSUsquire I'm the program director for digital/social media @osumc, where I use digital tools to create engaging solutions to improve peoples’ lives.

4. School of Allied Medical Professions

6. Surgical

7. Primary Care

8. Hospital BasedUniversity Hospital James Cancer Hospital University Hospital East OSU Harding Hospital Ross Heart Hospital Primary Care Network Specialty Care Network

9. 4 4,000 Ambulatory Visits 300 Emergency Department Visits 150 Discharges (200 on Fridays) 120 Surgeries Every Day is an Opportunity

10. AmbulatoryGrowth Eye and Ear Institute CarePointGahanna CarePointLewis Center CarePoint East JamesCare Comprehensive Breast Center FastCare (Giant Eagle) 5

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14. 9 VisionMission & Values MissionTo improve people’s lives through innovation in research, educationand patient care VisionWorking as a team, we will shapethe future of medicine by creating, disseminating and applying new knowledge, and by personalizing health care to meet the needs of each individual ValuesExcellence, Collaborating as ONE University, Acting with Integrity & Personal Accountability, Openness & Trust, Diversity in People & Ideas, Change & Innovation, Simplicity in our Work, Leadership, Empathy & Compassion PromiseImproving people’s lives… through personalized health care

15. Become a top 20 academic medical center and a top 10 NCI funded cancer program through advancements in research, education, and patient care Become a high performance organization and workplace of choice Generate an investment fund for mission development 10 Strategic Goals

16. Understand the collective Culture (knowledge, experience, beliefs, values, attitudes) of our Employees, Patients & Communities in which we operate so that we can deliver healthcare in a way that is Predictive, Preventive, PersonalizedandParticipatory (P4 Medicine). 11 Social Business

17. Getting Started Social Media @OSUMC What we do now What we are planning How we change medicine 12

18. Social Media 13 Social Media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in conversations between authors, people, and peers.” -Brian Solis http://www.briansolis.com/2010/01/defining-social-media-the-saga-continues/

19. Issues

20. Issues Requestor: Unknown Business Unit: University Hospital Question/Comment: The amount of time I see people using facebook is out of control. I walk around and at any given time can find a few people on facebook. This includes nursing, physicians, occupational therapist and physical therapist (managers at times). I beg you to please do something about this. I hear of other hospitals that have banned this so I know it can be done. Thanks

21. Become a top 20 academic medical center and a top 10 NCI funded cancer program through advancements in research, education, and patient care Become a high performance organization and workplace of choice Generate an investment fund for mission development 16 Strategic Goals

22. Access Tammy Moore Director Emergency Services at Ohio State University Medical Center

23. “Our policy is that you, the employee, may use Social Media for personal use only during non-working time and in strict compliance with all other terms of this and other Medical Center and University policies.” Policy Policy Online: https://onesource.osumc.edu/sites/policies/Documents/Policy%2005-05_Social%20Media_011310%20(00063276).PDF

24. “Conduct that would be illegal or a violation of a Medical Center or University policy in the “offline” world would still be illegal or a violation of the policy when it occurs online.” Policy Policy Online: https://onesource.osumc.edu/sites/policies/Documents/Policy%2005-05_Social%20Media_011310%20(00063276).PDF

25. Don'ts: Confidential OSU information Patient information Personnel Information Legal Information Materials that belong to someone else Policy Policy Online: https://onesource.osumc.edu/sites/policies/Documents/Policy%2005-05_Social%20Media_011310%20(00063276).PDF

26. Guidelines: Policy requires adherence to the Social Media Participation Guidelines. The Guidelines are administered by Communications and Marketing. Policy Policy Online: https://onesource.osumc.edu/sites/Audience/Leaders/Pages/Social%20Media%20Guidelines.aspx

27. Toolkit http://bit.ly/socialmediaOSUMC

28. The Process What is the overall Plan? 1 Who is our Audience? 2 What are our Goals? 3 What Resourcesare available? 4 How are we changing Relationships? 5 Which Technologies should we use? 6

29. Getting Started Social Media @OSUMC What we do now What we are planning How we change medicine

30. Build Relationships

31. Listen

32. Respond

33. Respond (Quicker!)

34. Influence

35. Enlist

36. Stefanie’s Champions 31 Mass mailings started Oct ‘10 22 nominations received Oct-12/22/10

38. Nominate Your Champion! 33 12/23/10-01/03/10 Up to $50 a day Up to $2.00 per click Total spend $600 Highly Targeted

39. Target 34

40. Target 35

41. Target 36

42. Target 37

43. Target 38

44. Target-Avoidance 39

45. 40

46. Results 41 2,373,746 Impressions 621 Clicks Average Cost Per Click $.97 30 NEW nominations (4.8% Conversion) In 12 days…

48. CEO Blog Overall picture Not just text Current Events Candid http://medicalcenter.osu.edu/aboutus/keeping_in_touch/default.aspx

49. Department Blogs Story tell Responsive High level Details Content Calendar

50. Thought Leadership Collection Platform Discussion Multi-media http://phc.osumc.edu

51. Facebook Page Aggregate Stories Quick calls to action Ask an opinion Video Pictures Links http://facebook.com/osumedicalcenter

52. YouTube http://youtube.com/osumedicalcenter

53. YouTube—Help Our Customers http://www.youtube.com/watch?v=1QbUcFIl0sw

54. YouTube—UGC Give them tools Make it a competition http://www.youtube.com/watch?v=_-GrLhTYYs4

55. Collect Stories Provide Online/Offline Opportunity Social Sharing Inform Web http://projectone.osu.edu/

56. Getting Started Social Media @OSUMC What we do now What we are planning How we change medicine

57. Become a top 20 academic medical center and a top 10 NCI funded cancer program through advancements in research, education, and patient care Become a high performance organization and workplace of choice Generate an investment fund for mission development 52 Strategic Goals

58. Total Digital Presence

59. Source: http://darmano.typepad.com/logic_emotion/2010/07/gameplan.html David Armano—SVP at Edleman Digital

61. Respond to that feedback, and take it into consideration when we make decisions related to how you operate

62. Provide helpful, useful information to our customers that support their entire relationship with us, not just their moment of purchase

63. Empower every person in our business to be and do all of these things themselves, within agreed upon guidelines, but with the freedom to respond with speed and personality

64. Adapt our people and processes to provide more open, fluid networks of communication. That means inside our business, between our business and community (past, present, and future customers), and among and within the community itselfSource: http://go.osu.edu/beyondcampaigns

66. Respond to that feedback, and take it into consideration when we make decisions related to how you operate

67. Provide helpful, useful information to our customers that support their entire relationship with us, not just their moment of purchase

68. Empower every person in our business to be and do all of these things themselves, within agreed upon guidelines, but with the freedom to respond with speed and personality

69. Adapt our people and processes to provide more open, fluid networks of communication. That means inside our business, between our business and community (past, present, and future customers), and among and within the community itselfSource: http://go.osu.edu/beyondcampaigns

70. Social Media @OSUMC What we do now What we are planning How we change medicine

71. David Armano— SVP at Edleman Digital Source: http://www.flickr.com/photos/7855449@N02/2780450986/sizes/o/in/set-72157606844282993/

72. Understand the collective Culture (knowledge, experience, beliefs, values, attitudes) of our Employees, Patients & Communities in which we operate so that we can deliver healthcare improve peoples’ lives in a way that is Predictive, Preventive, PersonalizedandParticipatory (P4 Medicine). 59 Social Business

73. Ryan Squire@OSUsquireRyan.Squire@osumc.edu614-293-0473