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Hospitals & Social Media


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Presentation at J Boye conference.

Published in: Health & Medicine, Technology

Hospitals & Social Media

  1. 1. Hospitals and Social Media Ed Bennett, Director of Web Strategy University of Maryland Medical System A Survey of Best Practices
  2. 2. What is Social Media? <ul><li>It’s a conversation, not a lecture </li></ul><ul><li>It’s an extension of everyday interaction </li></ul><ul><li>It’s group driven, not top-down </li></ul><ul><li>It’s messy, disorganized & hard to control </li></ul><ul><li>It’s a tool, not an end-point </li></ul><ul><li>But most of all… </li></ul>
  3. 3. It’s a bunch of Web Sites with very silly names
  4. 4. Web / Health 2.0 as a Disruptive Force Source: John Sharp - Uses licenses with few restrictions Intellectual Property is closely guarded Quick deployment Long deployment lead times Information from trusted networks Information from authoritative sources Risk Taking Risk Adverse Web / Health 2.0 Values Health Care Values
  5. 5. How can a Hospital use Social Media? <ul><li>A. How do they use this tool? </li></ul>
  6. 6. How can a Hospital use Social Media? <ul><li>Customer Service: Contact point for our customers, catch problems early. </li></ul><ul><li>Community Outreach: The people in our physical community are on these sites. </li></ul><ul><li>Patient Education: Natural extension of efforts to reach & teach. </li></ul><ul><li>Public Relations: The media is there looking for stories & sources. </li></ul><ul><li>Crisis Communications: Take control of the message, and keep community updated in real-time. </li></ul>
  7. 7. Social Media Adoption Curve education observation broadcast participation relationships collaboration 1-way -> 2-way take value -> add value social media experience
  8. 8. Hospital Social Networking Accounts Data as of May 3, 2009 - Source: 131 YouTube 250 U.S. Hospitals: 24 Blogs 160 Twitter 94 Facebook
  9. 9. Social Media at the University of Maryland Medical System Univ. Of Maryland Medical Center <ul><li>University Of Maryland Medical System </li></ul><ul><li>Nine hospital system </li></ul><ul><li>App. 2,000 beds </li></ul> <ul><li>669 Beds </li></ul><ul><li>32,000 inpatients / 300,000 outpatients </li></ul><ul><li>A partner with the Univ. of Md. School of Medicine </li></ul><ul><li>Home of the Shock Trauma Center </li></ul>
  10. 10. YouTube <ul><li>One of largest Social Media sites </li></ul><ul><li># 2 Search Engine </li></ul><ul><li>Easiest / Safest for Hospitals </li></ul><ul><li>Transition between push and collaborative models </li></ul>
  11. 11. UMMC YouTube Videos <ul><li>Over 100 videos </li></ul><ul><li>Duplicates site content </li></ul><ul><li>Based on educational cable TV show </li></ul>
  12. 12. <ul><li>The &quot;Secret Sauce&quot; for getting viewers: </li></ul><ul><li>Detailed Descriptions </li></ul>
  13. 13. YouTube Traffic <ul><li>Our hospital site gets over 75,000 </li></ul><ul><li>visitors / day </li></ul><ul><li>1,500 watch a video on </li></ul><ul><li>YouTube Videos are watched 600 </li></ul><ul><li>times / day </li></ul>These are new visitors – new exposure UMM Video Consumption 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 YouTube
  14. 14. <ul><li>Facebook </li></ul><ul><li>The largest Social Network with 200 million active users. </li></ul><ul><li>Demographics shifting to match population </li></ul><ul><li>Patients want to share their stories </li></ul><ul><li>We are still learning, Facebook can be a confusing place </li></ul><ul><li>It’s blocked at our hospital! </li></ul>
  15. 15. Twitter <ul><li>The new kid on the block, with lots of media attention </li></ul><ul><li>Fastest acceptance by Hospitals </li></ul><ul><li>Simple to understand & to start using </li></ul><ul><li>A long-term commitment </li></ul><ul><li>Best used for conversations not push </li></ul>
  16. 16. RT @UMMC <ul><li>A good measure of engagement </li></ul><ul><li>Do people like what we post? </li></ul><ul><li>Rule of Thirds - don't always talk about yourself </li></ul>Note - only story on this ReTweet list that’s about UMMC
  17. 17. Twitter, UMMS and the AP <ul><li>Early December 2008, an AP Reporter sees this conversation on Twitter </li></ul>Media Engagement
  18. 18. <ul><li>The story makes it appear we are doing furloughs. </li></ul><ul><li>After showing AP the original Tweets, they issue a clarification. </li></ul>Twitter, UMMC and the AP Media Engagement &quot;If they do it once, I think it's easier for them to try to do it again,&quot; said Carrie Swartout, who researches traumatic brain injuries at the University of Maryland Medical Center . Maryland is requiring unpaid time off for 67,000 of its 80,000 employees as it struggles with a budget crisis.
  19. 19. Best Practices at other Hospitals <ul><li>Community Engagement </li></ul><ul><li>Real-time education </li></ul><ul><li>Referring Physician Outreach </li></ul><ul><li>Coordinated Social Media Programs </li></ul><ul><li>Customer Service </li></ul><ul><li>Crisis Communications </li></ul>
  20. 20. Community Outreach <ul><li>Sutter Eden Medical </li></ul><ul><li>Engages the local community about hospital building plans with this blog and a Twitter feed. </li></ul>
  21. 21. Real-time Education <ul><li>Henry Ford Health </li></ul><ul><li>Series of Live Surgical Twitter-casts </li></ul><ul><li>Q and A with Surgeons </li></ul><ul><li>Updates in real-time </li></ul><ul><li>Seen as an educational tool first / Promotional tool second </li></ul><ul><li>HFH received national press coverage </li></ul><ul><li>Estimate 500+ followed in real-time </li></ul> Tumor resection is almost over! This is better than any episode of ER, Grey's, etc! Great videos. Thanks to the amazingness of the patient for letting us see this! This is a fantastic tool to help patients get comfortable with a procedure ahead of time
  22. 22. Referring Physician Outreach <ul><li>MD Anderson Cancer Center </li></ul><ul><li>Using Twitter, Facebook and YouTube to promote use of Referring Physician Portals </li></ul><ul><li>Builds Patient volume and physician loyalty </li></ul><ul><li>9.5% increase in registrations </li></ul>
  23. 23. Coordinated Social Media Programs <ul><li>&quot;Sharing&quot; blog is hub for: </li></ul><ul><li>Facebook </li></ul><ul><li>YouTube </li></ul><ul><li>Twitter </li></ul><ul><li>Clear guidelines for employees and blog submissions </li></ul><ul><li>Employees seen as </li></ul><ul><li>brand ambassadors </li></ul>
  24. 24. Customer Service Scripps Health: Monitors Social Networks for the Scripps name Steps in to help & resolve problems
  25. 25. Innovis Health Fargo, North Dakota Used a Blog and Twitter during the recent floods. Created the blog and had first update posted in one hour Decreased Media demands & freed phone lines during the emergency Took control of their message Crisis Communications
  26. 26. How can your organization use Social Media? These examples could apply to any public facing organization Any communication function should be considered Ask your customers / Look at your competition Where does your community live?
  27. 27. Thank You Edward Bennett Director, Web Strategy University of Maryland Medical System 410-328-0771 [email_address]