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Connecting People with thePromise of MedicinePresented by:      Aaron Watkins, Director of Internet Strategy              ...
The Internet StrategyTeam’s Mission                                     Hopkinsmedicine.org   “…to connect the people of t...
Johns Hopkins MedicineWho We Are                                       Hopkinsmedicine.org• 6 academic & community       •...
COHESIVE STRATEGYDigital, Web, Content, Social Media Strategy   Hopkinsmedicine.org
COHESIVE STRATEGYDigital, Web, Content, Social Media Strategy   Hopkinsmedicine.org
Health Information Seekingon the Rise                            Hopkinsmedicine.org 72% of Internet users say they looked...
Extending Content                    Hopkinsmedicine.org
Connecting People to People                                     Hopkinsmedicine.org  • Overview of JHM  • Hospitals & Soci...
Two-Way Communication                        Hopkinsmedicine.org
Shouldn’t We Be Worried?                                      Hopkinsmedicine.org            • A public forum requiring   ...
Hospitals on Social Media                            Hopkinsmedicine.org
Most Common Social MediaPlatforms Among Hospitals   Hopkinsmedicine.org
How Hospitals are UsingSocial Media                                           Hopkinsmedicine.org• Customer Service       ...
JHM Social Media                   Hopkinsmedicine.org  •   Facebook  •   Twitter  •   YouTube  •   LinkedIn  •   Sharecare
Survival of the Fittest                          Hopkinsmedicine.org
Social Media Growth atJohns Hopkins Medicine   Hopkinsmedicine.org
Listen.          Hopkinsmedicine.org
More Than Meets the Eye                          Hopkinsmedicine.org• Monitoring• Proactive  engagement• Issue  Resolution
Monitoring Tools                   Hopkinsmedicine.org
Meaningful Interactions                                          Hopkinsmedicine.org                        “I have been d...
Kudos Galore!                                          Hopkinsmedicine.org            “The building looks incredible…Nice ...
Service Recovery                                       Hopkinsmedicine.org           “Could somebody explain how this     ...
Keep Listening                                Hopkinsmedicine.org            •   Appointments            •   Med School   ...
Learn.         Hopkinsmedicine.org
Where is your audience?                          Hopkinsmedicine.org
Where is your audience?                          Hopkinsmedicine.org
Audit of Twitter                                   Hopkinsmedicine.org                 JHM    Brand   Brand               ...
Audit of Facebook                                 Hopkinsmedicine.org                JHM    Brand   Brand                 ...
Adapt.         Hopkinsmedicine.org
Content Strategy                             Hopkinsmedicine.org                   Source:
Editorial Calendar                     Hopkinsmedicine.org
Storytelling               Hopkinsmedicine.org
Storytelling               Hopkinsmedicine.org
Engagement             Hopkinsmedicine.org
Have a Little Fun!                     Hopkinsmedicine.org
Discussion                                             Hopkinsmedicine.org             Aaron Watkins             Director ...
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JOHNS HOPKINS: CONNECTING PEOPLE WITH THE PROMISE OF MEDICINE

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Digital technologies are causing a revolution in health care. As the world's first academic medical center, Johns Hopkins is a world leader in medical discovery, educating the next generation of healthcare leaders, and providing innovative and compassionate patient care. Embracing digital and social technologies has enabled the people of Johns Hopkins Medicine to connect with people around the world to demonstrate the promise of medicine. Through conversations and storytelling they've extended their brand beyond the hospital doors or the web site to enable better patient service, to reach varied audiences, to educate and inform -- all while managing patient privacy and other challenges unique to the healthcare space.

Stacy Poliseo
Internet Marketing Manager
Johns Hopkins Medicine

Aaron Watkins
Director of Internet Strategy
Johns Hopkins Medicine

http://www.ana.net/membersconference/show/id/MOC-APR13E

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JOHNS HOPKINS: CONNECTING PEOPLE WITH THE PROMISE OF MEDICINE

  1. 1. Connecting People with thePromise of MedicinePresented by: Aaron Watkins, Director of Internet Strategy Stacy Poliseo, Internet Marketing Manager Digital & Social Conference @ Legg MasonApril 12, 2013 1
  2. 2. The Internet StrategyTeam’s Mission Hopkinsmedicine.org “…to connect the people of the world with the people of Johns Hopkins Medicine” Research Teaching Patient Care Create opportunities for meaningful interactions and access to a complex organization – connecting the right people at the right time.
  3. 3. Johns Hopkins MedicineWho We Are Hopkinsmedicine.org• 6 academic & community • Home care service hospitals • Managed care plans for• 4 suburban health care & military & employers surgery centers • Johns Hopkins Medicine• Regional primary/specialty International care network • School of Medicine
  4. 4. COHESIVE STRATEGYDigital, Web, Content, Social Media Strategy Hopkinsmedicine.org
  5. 5. COHESIVE STRATEGYDigital, Web, Content, Social Media Strategy Hopkinsmedicine.org
  6. 6. Health Information Seekingon the Rise Hopkinsmedicine.org 72% of Internet users say they looked online for health info in the past 12 months
  7. 7. Extending Content Hopkinsmedicine.org
  8. 8. Connecting People to People Hopkinsmedicine.org • Overview of JHM • Hospitals & Social Media • JHM Social Media Strategy Build community. Engage community. Beyond our walls. Beyond our web site.
  9. 9. Two-Way Communication Hopkinsmedicine.org
  10. 10. Shouldn’t We Be Worried? Hopkinsmedicine.org • A public forum requiring immediate response – Negative comments/reviews – Accurate health information and communication – Privileged patient information
  11. 11. Hospitals on Social Media Hopkinsmedicine.org
  12. 12. Most Common Social MediaPlatforms Among Hospitals Hopkinsmedicine.org
  13. 13. How Hospitals are UsingSocial Media Hopkinsmedicine.org• Customer Service • Public Relations• Community • Crisis Outreach Communications• Patient Education• Employee Recruitment*Source: Ed Bennett, University of MD
  14. 14. JHM Social Media Hopkinsmedicine.org • Facebook • Twitter • YouTube • LinkedIn • Sharecare
  15. 15. Survival of the Fittest Hopkinsmedicine.org
  16. 16. Social Media Growth atJohns Hopkins Medicine Hopkinsmedicine.org
  17. 17. Listen. Hopkinsmedicine.org
  18. 18. More Than Meets the Eye Hopkinsmedicine.org• Monitoring• Proactive engagement• Issue Resolution
  19. 19. Monitoring Tools Hopkinsmedicine.org
  20. 20. Meaningful Interactions Hopkinsmedicine.org “I have been diagnosed…”“I would love to hear more.My mom is getting treatedright now…”
  21. 21. Kudos Galore! Hopkinsmedicine.org “The building looks incredible…Nice work!”“This hospital changed my life forever…Thank you Johns Hopkins andthe two best doctors in the world”
  22. 22. Service Recovery Hopkinsmedicine.org “Could somebody explain how this happened?” “I thank everyone who acted on our concerns…My sister’s surgery date is now set…Thank you!”
  23. 23. Keep Listening Hopkinsmedicine.org • Appointments • Med School • Complaints • Compliments • International
  24. 24. Learn. Hopkinsmedicine.org
  25. 25. Where is your audience? Hopkinsmedicine.org
  26. 26. Where is your audience? Hopkinsmedicine.org
  27. 27. Audit of Twitter Hopkinsmedicine.org JHM Brand Brand #1 #2 Total # of Posts/Mont 119 312 322 h Average 3.84 10.06 10.39 Posts/Day
  28. 28. Audit of Facebook Hopkinsmedicine.org JHM Brand Brand #1 #2 Total # of Posts/Mont 53 52 167 h Average 2.12 2.08 6.68 Posts/Day
  29. 29. Adapt. Hopkinsmedicine.org
  30. 30. Content Strategy Hopkinsmedicine.org Source:
  31. 31. Editorial Calendar Hopkinsmedicine.org
  32. 32. Storytelling Hopkinsmedicine.org
  33. 33. Storytelling Hopkinsmedicine.org
  34. 34. Engagement Hopkinsmedicine.org
  35. 35. Have a Little Fun! Hopkinsmedicine.org
  36. 36. Discussion Hopkinsmedicine.org Aaron Watkins Director of Internet Strategy aaron.watkins@jhmi.edu @aaronwatkins Stacy Poliseo Internet Marketing Manager stacy.poliseo@jhmi.edu @sjmonk5

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