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Hospitals & Social Media - Fall 2009


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Updated presentation on Hospital use of Social Media

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  • Ed Bennett has taken on the much needed task of tracking hospital social media use and continues to bring thought leaders in this area together to explore new ways of connecting with patients.
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Hospitals & Social Media - Fall 2009

  1. 1. Hospitals and Social Media Ed Bennett, Director of Web Strategy University of Maryland Medical System
  2. 2. Agenda What is Social Media? How can hospitals use these tools? Current numbers Our experience at UMMC Examples from other organizations 1 2 3 4 5 The ROI issue Getting started 6 7
  3. 3. About Me <ul><li>Working in the Web since 1994 </li></ul><ul><li>Many hats: </li></ul><ul><ul><li>Startup participant </li></ul></ul><ul><ul><li>Business consultant </li></ul></ul><ul><ul><li>Programmer / Designer </li></ul></ul><ul><li>Been at UMMC since 1999 </li></ul><ul><li>Not a Social Media Expert </li></ul>
  4. 4. 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>It’s where our customers spend their time </li></ul>
  5. 5. It’s a bunch of Web Sites with very silly names
  6. 6. How can a Hospital use Social Media? <ul><li>A. How do they use this tool? </li></ul>
  7. 7. 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>
  8. 8. Current Hospital Social Media Accounts As of August 2009, 351 U.S. Hospitals use at least one of these tools Blogs
  9. 9. Rapid Growth – YouTube and Twitter Number of Hospital Accounts by Month 2007 2008 2006 2009
  10. 10. The UMMC Social Media program Background <ul><li>Started in the Fall of 2008 </li></ul><ul><li>Run out of the Web Services Department </li></ul><ul><li>Uses Twitter. Facebook and YouTube </li></ul><ul><li>Conservative approach </li></ul><ul><li>Minimal investment </li></ul>Goals <ul><li>Another channel to spread the word about UMMC . </li></ul><ul><li>Enhances / enables “Word of Mouth” </li></ul><ul><li>UMMC b rand & reputation monitoring </li></ul><ul><li>Media corrections </li></ul><ul><li>Puts UMMC “In the Room” </li></ul><ul><li>Establishes UMMC as a trusted source in social media spaces </li></ul>
  11. 11. UMMC YouTube Channel <ul><li>One of the largest social media sites </li></ul><ul><li>The #2 Search Engine </li></ul><ul><li>An easy “safe” choice for hospitals </li></ul><ul><li>Transition between push and collaborative models </li></ul>
  12. 12. UMMC YouTube Channel <ul><li>Over 160 Videos </li></ul><ul><li>Duplicates the videos embedded on our Web site </li></ul><ul><li>Core content from Maryland Health Today – a professionally produced cable show. </li></ul><ul><li>Adding 15 to 20 videos each month </li></ul><ul><ul><li>Doctor Bios </li></ul></ul><ul><ul><li>Patient Testimonials </li></ul></ul><ul><ul><li>UMMC Events </li></ul></ul>
  13. 13. UMMC YouTube Channel The &quot;Secret Sauce&quot; for getting viewers: Detailed Descriptions
  14. 14. The UMMC YouTube Channel # of videos watched Impact <ul><li>Each day: </li></ul><ul><li>1,500 people watch a video on </li></ul><ul><li>An additional 600+ people watch on YouTube </li></ul><ul><li>These are new visitors, new exposure </li></ul>
  15. 15. UMMC on Facebook <ul><li>Largest Social Network </li></ul><ul><li>250 Million active users (83 Mil. U.S.) </li></ul><ul><li>50% log in everyday </li></ul><ul><li>1 Billion pieces of content shared each month </li></ul><ul><li>Fastest growth with people age 30+ </li></ul>
  16. 16. UMMC on Facebook <ul><li>Over 1,000 fans </li></ul><ul><li>Tools: </li></ul><ul><ul><li>Newsfeeds </li></ul></ul><ul><ul><li>Polls </li></ul></ul><ul><ul><li>Galleries </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Ask the Expert </li></ul></ul>
  17. 17. UMMC on Twitter <ul><li>Rapid growth </li></ul><ul><li>Quick adoption by Hospitals </li></ul><ul><li>Lots of media attention (hype) </li></ul><ul><li>Long-term commitment </li></ul><ul><li>Best for conversations - not push </li></ul>
  18. 18. UMMC on Twitter <ul><li>2,700 followers </li></ul><ul><li>3 to 4 updates / day </li></ul><ul><li>Clear identity </li></ul><ul><li>Multiple accounts (and some are push..) </li></ul><ul><li>80 / 20 rule – it’s not always about UMMC </li></ul>
  19. 19. UMMC on Twitter Service Outreach <ul><li>Reputation monitoring </li></ul><ul><li>Quick response </li></ul><ul><li>Sincere concern </li></ul><ul><li>Converts a negative impression to a positive </li></ul>
  20. 20. Examples from Other Organizations
  21. 21. Community Outreach – Sutter Medical Center <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>
  22. 22. Real-time Education - Aurora Health Care <ul><li>Bilateral knee replacement surgery </li></ul><ul><li>In the first wave of Live OR Twitter events </li></ul><ul><li>Advance marketing built viewership from 900 to 2,000 followers in one week </li></ul><ul><li>Tracked 20 consultations tied to the event </li></ul><ul><li>Local / National press coverage </li></ul> “ Had this done about 2 years ago but I know I will learn more today being awake” “ I heard about this on GMA this morning and got excited”
  23. 23. Referring Physician Outreach - MD Anderson Cancer Center <ul><li>Promote use of Referring Physician Portal </li></ul><ul><li>Targeted messages on Twitter, Facebook and YouTube </li></ul><ul><li>Built Physician loyalty </li></ul><ul><li>Saw a 9.5% increase in physician referred registrations </li></ul>
  24. 24. Coordinated Program - Childrens Hospital Los Angeles <ul><li>Invitation to “Share Your Story” </li></ul><ul><li>Well designed YouTube Channel </li></ul><ul><li>Active Facebook Account w/ over 2,200 Fans </li></ul><ul><li>Engaged, conversational Twitter presence </li></ul><ul><li>Cross promotion between all sites </li></ul>&quot;wow . . . looking at your pictures, I can sense that your hospital has the heart and will to take care of your patients.&quot; Blog:
  25. 25. Service Recovery – Scripps Health <ul><li>Monitors Social Networks for the Scripps name </li></ul><ul><li>Steps in to help & resolve problems </li></ul><ul><li>Typical customer response – Surprise, amazement </li></ul>
  26. 26. <ul><li>Used a Blog and Twitter during the Spring 2009 floods. </li></ul><ul><li>Created the blog and had first update posted in one hour </li></ul><ul><li>Decreased Media demands & freed phone lines during the emergency </li></ul><ul><li>Took control of the message </li></ul>Crisis Communications - Innovis Health
  27. 27. <ul><li>Fall H1N1 Preparation </li></ul><ul><li>Targeting Young Adults </li></ul><ul><li>Social Media “Kits” – Badges, embedded widgets, content syndication. </li></ul><ul><li>Coordinating with independent bloggers </li></ul><ul><li>Multiple Twitter feeds with over 800,000 followers. </li></ul><ul><li>Podcasts, RSS feeds, email lists, text messaging alerts </li></ul>Crisis Communications – Centers for Disease Control
  28. 28. <ul><li>These services will continue to grow and grab attention (time spent on site). </li></ul><ul><li>An expectation that your organization will be available where they “live”. </li></ul><ul><li>An expectation that feedback, commenting, mash-ups, and sharing of your content can be integrated into their community. </li></ul><ul><li>The end of traditional “Push-only” Web sites. </li></ul>What to Expect:
  29. 29. <ul><li>What’s the ROI? </li></ul>Q. What’s the ROI of Social Media?
  30. 30. <ul><li>A. What’s the ROI for putting your pants on in the morning?* </li></ul>*David Scott - Q. What’s the ROI of Social Media? <ul><li>What’s the exact ROI of these services? </li></ul><ul><li>Pastoral care </li></ul><ul><li>Front desk staff </li></ul><ul><li>Groundskeepers </li></ul><ul><li>Housekeeping staff </li></ul><ul><li>Call center </li></ul>Certain services are expected, it’s a part of doing business
  31. 31. <ul><li>Instead of ROI, Think ROC: Return On Connections </li></ul><ul><li>Positive Word of Mouth </li></ul><ul><li>Service Recovery </li></ul><ul><li>Message Influence (not control) </li></ul><ul><li>Brand Monitoring </li></ul><ul><li>Instant Feedback </li></ul>Q. What’s the ROI of Social Media?
  32. 32. How Can Your Organization Use Social Media? <ul><li>These examples could apply to any public facing organization </li></ul><ul><li>Any communication function should be considered </li></ul><ul><li>Ask your customers / Look at your competition </li></ul><ul><li>Where does your community live? </li></ul>
  33. 33. Getting Started With Social Media <ul><li>You can start small </li></ul><ul><li>Look to your internal experts </li></ul><ul><li>Consult with your legal team & create policies </li></ul><ul><li>Audit courses at SMUG - </li></ul><ul><li>Only begin what you can maintain </li></ul><ul><li>Be able to respond quickly </li></ul><ul><li>Prepare for the negative, but expect mostly positive </li></ul><ul><li>Remember, only 350 U.S. hospitals out of 5,000 use social media tools – this is just the beginning </li></ul>
  34. 34. Thank You Edward Bennett Director, Web Strategy University of Maryland Medical System 410-328-0771 [email_address]