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Senior Health Executives & Social Media - A Conversation


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A breakfast conversation with senior health executives about the realities and opportunities of engaging with with social media.

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Senior Health Executives & Social Media - A Conversation

  1. 1. Breakfast for Executive Leadership of Health and Policy Organizations
  2. 2. A Welcome from our hosts… UCB CHL
  3. 3. UCB CHL How did we get here?
  4. 4. UCB CHL Who are we? What do we do? <ul><li>Who Are We? </li></ul><ul><li>Health Department </li></ul><ul><li>Hospital/Healthcare system </li></ul><ul><li>Community Clinic </li></ul><ul><li>Community Based Organization </li></ul><ul><li>University </li></ul><ul><li>Advocacy / community organizing </li></ul><ul><li>Coalition / Collaborative </li></ul><ul><li>Consulting </li></ul><ul><li>Global health </li></ul>
  5. 5. Let’s see where we are… Rate your organizational readiness to engage with new & social media tools? Rate where you want to be in TWO years? UCB CHL
  6. 6. UCB CHL Let’s Share: What are the 3 questions you have about this whole social media thing?
  7. 7. UCB CHL
  8. 8. UCB CHL The Big Four Questions… And Thoughts on Answers
  9. 9. UCB CHL
  10. 10. Failure IS an Option UCB CHL
  11. 11. UCB CHL Only YOU can find what works for you & your organization Tools should be personal Reflect your organization’s priorities & approach Echo the culture you are building
  12. 12. UCB CHL HELP is out there – tons of it
  13. 13. We can all do this! Take one step… <ul><li>In the next 5-7 days: </li></ul><ul><li>For your PROGRAMS / ORGANIZATIONS: Listen to your clients & communities – ask them how they use new media tools </li></ul><ul><li>For YOU: Try one new media tool to “listen” & use social media tools to connect. </li></ul><ul><li>For all of us – as a NETWORK: Find and listen to your peers on-line </li></ul>UCB CHL
  14. 14. The New Media Big Bang UCB CHL
  15. 15. Congratulations! You now own your own network & newspaper
  16. 16. New Media Success UCB CHL
  17. 17. New Media Success UCB CHL
  18. 18. My E-Patient Twitter Success Story When I arrived at the Mayo Clinic in Rochester, Minnesota a few weeks ago, I was asked: &quot;Who referred you to us?&quot; My answer was …&quot;Twitter.&quot; Twitter leads to diagnosis and treatment: The Story of Erin Turner UCB CHL
  19. 19. <ul><li>Mother reads story USA Today re: wrist pain </li></ul><ul><li>Tells daughter about news story </li></ul><ul><li>Daughter participates in #wristpain tweet chat hosted by Mayo Clinic </li></ul><ul><li>Talks with same doctor from news story and reviews Mayo site for information </li></ul><ul><li>Makes appointment with doc </li></ul><ul><li>Diagnosis made, surgery within 24 hrs </li></ul><ul><li>Blog post about experience, which further spreads information… </li></ul>Twitter leads to diagnosis and treatment The Story of Erin Turner Dr. Richard Berger UCB CHL
  20. 20. RESULTS: Hospital Helps Someone, gets GREAT PR, demonstrates leadership & experience…and generates even more referrals and business UCB CHL
  21. 21. UCB CHL Reflecting on the Big Four Questions…
  22. 22. Lee Aase Mayo Clinic - Director of its Center for Social Media . Chancellor of  Social Media University, Global (SMUG) . Handout on Table outlines 35 common challenges/opportunities in health You are not alone… UCB CHL
  23. 23. Things that spoke to me… Social media tools enable authentic communication… but keep it simple Social media are an essential part of a balanced communications diet. MacGyver is the model for social media success. UCB CHL
  24. 24. UCB CHL PREPARE FOR HEALTH Social Media Fellows Alameda County Public Health Changing Organizations Building Capacity – 20 then 100 Creating Learning Communities Reaching the Underserved Meeting Clients where they are New & Social Media Transformations
  25. 25. New Media & Research for Health <ul><li>Caricia Catalani, DrPH, MPH </li></ul><ul><li>Center for the Advancement of Health Information Technology </li></ul><ul><li>Research Triangle Institute (RTI) International </li></ul><ul><li>School of Public Health </li></ul><ul><li>University of California, Berkeley </li></ul>
  26. 26. St Anna’s Medical Clinic A new media experiment
  27. 27. <ul><li>Videovoice </li></ul>Community-Based Participatory Research Photovoice Community Mapping
  28. 28. Community Assessment Community Engagement
  29. 29. UCB CHL <ul><li>Closer to home… </li></ul><ul><li>Provide information </li></ul><ul><li>Make it timely </li></ul><ul><li>Educate & Engage </li></ul><ul><li>Its already done… use your content & expertise </li></ul>
  30. 30. UCB CHL
  31. 31. UCB CHL
  32. 32. But before we start…Be Strategic <ul><li>Communications Goals should rule </li></ul><ul><li>What is your near-term goal? </li></ul><ul><li>Long-term? </li></ul><ul><li>What is your strategy? </li></ul><ul><li>How do these tools fit? </li></ul><ul><li>Are you the right messenger? </li></ul><ul><li>Are you listening? </li></ul>Photo source: UCB CHL
  33. 33. Thinking about your audiences Courtesy of Think about your audience? UCB CHL What News? Who Needs to Hear it? List all key audiences In What Format? Note the comm. channel By When? From Whom Do They Need to Hear it?
  34. 34. Beth Kanter’s Continuum Crawl, Walk, Run, Fly! UCB CHL What new & social media tools are we using?
  35. 35. Let’s go to work! <ul><li>Practice </li></ul><ul><li>Create </li></ul><ul><li>Fail/Learn </li></ul>UCB CHL
  36. 36. UCB CHL But what about me? So far, so good?
  37. 37. We can all do this! Take one step… <ul><li>In the next 5-7 days: </li></ul><ul><li>For your PROGRAMS / ORGANIZATIONS: Listen to your clients & communities – ask them how they use new media tools </li></ul><ul><li>For YOU: Try one new media tool to “listen” & use social media tools to connect. </li></ul><ul><li>For all of us – as a NETWORK: Find and listen to your peers on-line </li></ul>UCB CHL
  38. 38. Five Things You & All of Us Can Do UCB CHL <ul><li>Start where you are: LinkedIn as a starting point </li></ul><ul><li>Become an Informer: Build presence on Twitter </li></ul><ul><li>Tell you own story: Make Photos/Videos available using Flip Cameras, Twitpic, & Flickr </li></ul><ul><li>Go home! Build robust on-line home for your work & use metrics to track success </li></ul><ul><li>Build a Fan Base: Use Facebook to provide a “home” for supporters & inform your communities </li></ul>
  39. 39. Where do we go from here? Mobile Phone Applications for Health November 17, 10:30am-4:30pm Strategically Integrating Social Media into Your Public Health/Healthcare Organizations & Practice December 8, 8:30am-4:30pm & January 26, 8:30am-4:30pm
  40. 40. Where do we go from here? Storytelling - An Ancient Strategy for a New World: Develop your Core Story Tools for Videos, Podcasts, Digital Stories, Blogs, and Websites February 9, 9am-4pm Podcast Production February 23, 8:30am-4:30pm
  41. 41. Where do we go from here? Digital Storytelling March 8, 6pm-9pm & March 10, 8am-5pm Special Event with Beth Kanter: The Networked Organization: Everything you want to know about leveraging social media to serve your mission March 30, 8:30am-10:30am (for organizational leaders) March 30, 11am-4:30pm (for public health professionals)
  42. 42. Where do we go from here? New Media Tools for Health Advocacy April 13, 8:30am-4:30pm Video Production and Editing Using Flip Cameras May 11, 8:30am-4:30pm Living Consciously in a Connected World: Practicing Balance in the Age of Technology May 25, 9am-12pm
  43. 43. Dan Cohen, Principal Full Court Press Communications [email_address] 510-271-0640
  44. 44. Taking it back home… Where do we go from here?