May 2010 presentation on hospitals and social media

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Presented at the Mid-Atlantic Association of Physician Recruiters on May 14, 2010

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  • It’s fundamentally different than traditional one-to-many models. Models that give complete control to the publisher.
  • It’s fundamentally different than traditional one-to-many models. Models that give complete control to the publisher.
  • It’s fundamentally different than traditional one-to-many models. Models that give complete control to the publisher.
  • It’s fundamentally different than traditional one-to-many models. Models that give complete control to the publisher.
  • The average person is a company’s most trusted spokesperson
  • Here's are a few of the ways Hospitals are using Social Media right now. (focus on the Patient Ed / Customer Service / Brand monitoring points)
  • Time: 3 min. Agenda Item: How we got here… Discussion Points: Before social media, and… Speaker Lead: Jeff asks Ed, Ed speak Like most hospitals, we added Podcasts and RSS feeds in 2006, followed by page-level feedback forms in 2007. These forms get around 400 submissions per day, yielding a rich data set on what works, and what doesn’t.
  • This is what many people think social media is all about.
  • http:// henryford.com/body.cfm?id =53305 http:// apps.facebook.com/clickcast/autismanswers
  • Time: 2 min. Agenda Item: What does the future hold and how can you be prepared? Discussion Points: Ed copy: ”…The end of traditional push websites” What to expect: These services will continue to grow and grab attention (time spent on site). Expectation that your organization will be available where they “live”. Expectation that feedback, commenting, mash-ups, and sharing of your content will be integrated into their community. The end of traditional “Push-only” Web sites. Speaker Lead: Ed with Jeff question
  • May 2010 presentation on hospitals and social media

    1. 1. U.S. Hospitals and Social Media Ed Bennett, Director of Web Strategy University of Maryland Medical System Mid-Atlantic Association of Physician Recruiters – May 14, 2010
    2. 2. Agenda What is Social Media? How are U.S. hospitals using these tools? Current statistics Our experience at UMMC Examples from other organizations 1 2 3 4 5 Getting started 6
    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>At the University of Maryland Medical Center 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 patients and employees spend their time online </li></ul>Page 
    5. 5. What is Social Media? <ul><li>It’s Facebook, Twitter, YouTube, MySpace, LinkedIn, Slideshare, Flickr, and dozens of other web tools </li></ul><ul><li>It’s people doing what we’ve always done: </li></ul><ul><ul><li>Talking </li></ul></ul><ul><ul><li>Arguing </li></ul></ul><ul><ul><li>Sharing </li></ul></ul><ul><ul><li>Connecting </li></ul></ul><ul><li>And it's taking over the Internet… </li></ul>Page 
    6. 6. Why It Matters Page  The #1 website is now Facebook Google drops to #2
    7. 8. Why It Matters This is like Johns Hopkins dropping to #2
    8. 11. Important numbers about U.S. healthcare consumers <ul><li>61% of adults look online for health information </li></ul><ul><li>48% of women comfortable discussing personal healthcare issues in online communities </li></ul><ul><li>36% want to see what other consumers say about medication or treatment </li></ul><ul><li>34% use social media </li></ul><ul><li>46% use healthcare portals </li></ul><ul><li>67% use search engines </li></ul><ul><li>21% use Wikipedia </li></ul>Pew Consumer Health / Web numbers
    9. 12. Page  A Fundamental Change Traditional Marketing Email Campaigns First generation Web Sites Social Media
    10. 13. -- McKinsey & Company 33% Other Marketing 67% Word of Mouth
    11. 14. How Are Hospitals Using Social Media? <ul><li>Customer Service Another contact point for our customers </li></ul><ul><li>Community Outreach The people in our physical community are on these sites </li></ul><ul><li>Education A natural extension of our efforts to reach & teach </li></ul><ul><li>Public Relations The media is there looking for stories & sources </li></ul>Crisis Communications Take control of the message, and keep community updated in real-time Recruitment LinkedIn, Facebook and other tools are used to recruit Clinical and Administrative staff Brand Monitoring People are talking about us - What are they saying? Service Recovery Step in to offer solutions / change attitudes
    12. 15. Current Hospital Social Media Accounts
    13. 16. Rapid Growth – YouTube and Twitter
    14. 17. About UMMC <ul><li>University Of Maryland Medical System </li></ul><ul><li>Ten hospital system </li></ul><ul><li>App. 1,800 beds </li></ul><ul><li>University Of Maryland Medical Center </li></ul><ul><li>731 Beds </li></ul><ul><li>36,500 inpatients / 600,000 outpatients </li></ul><ul><li>Competes in the same marketplace with Johns Hopkins and strong regional hospitals </li></ul>www.umms.org www.umm.edu
    15. 18. <ul><li>Content: 60,000 pages </li></ul><ul><li>20,000 UMMC Program Specific </li></ul><ul><li>40,000 ADAM Health Library </li></ul><ul><li>Daily Activity: </li></ul><ul><li>75K - 110K Unique Visitors / Day (55% from U.S.) </li></ul><ul><li>5,000 Internal searches </li></ul><ul><li>3,000 Video views (2/3 embedded 1/3 YouTube) </li></ul><ul><li>400 Feedback submissions </li></ul>Current UMMC Web Numbers Traffic Sources - May 2009
    16. 19. 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, YouTube and a Blog </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>
    17. 20. UMMC YouTube Channel YouTube.com <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>
    18. 21. UMMC YouTube Channel YouTube.com/ummc <ul><li>Over 200 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>
    19. 22. UMMC YouTube Channel The &quot;Secret Sauce&quot; for getting viewers: Detailed Descriptions
    20. 23. The UMMC YouTube Channel Impact <ul><li>Each day: </li></ul><ul><li>1,700 people watch a video on umm.edu </li></ul><ul><li>An additional 1,300 people watch on YouTube </li></ul><ul><li>These are new visitors, new exposure </li></ul>
    21. 24. YouTube St. Vincent Medical Center Portland, Ore.
    22. 25. LinkedIn <ul><li>The New Rolodex </li></ul><ul><li>50 Million Professionals Worldwide </li></ul><ul><li>Social Media in a Suit and Tie </li></ul>
    23. 26. LinkedIn <ul><li>Rapid adoption by employers as a recruitment tool </li></ul>
    24. 27. UMMC on Facebook Facebook.com <ul><li>Largest Social Network </li></ul><ul><li>350 Million active users. 50% log in everyday </li></ul><ul><li>3.5 Billion pieces of content shared each month </li></ul><ul><li>Fastest growth with people age 30+ </li></ul>
    25. 28. UMMC on Facebook Facebook.com/medcenter <ul><li>Over 4,400 fans (Likes?) </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>
    26. 29. A Typical Interaction
    27. 30. Facebook Page  <ul><li>The Facebook Feedback Loop </li></ul><ul><li>More engagement = Facebook gives more visibility </li></ul>
    28. 31. It’s not about your lunch anymore (actually, it never was)
    29. 32. Twitter.com/ummc <ul><li>4,600 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>
    30. 34. UMMC on Twitter www.twitter.com/ummc 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>
    31. 35. The UMMC Blog
    32. 36. The UMMC Blog - Widgets
    33. 37. Social Media Connections – One Example Page  Site Video >
    34. 38. Page  Site Video > YouTube > Social Media Connections – One Example
    35. 39. Page  Site Video > YouTube > Blog > Social Media Connections – One Example
    36. 40. Page  Site Video > YouTube > Blog > Comment > Social Media Connections – One Example
    37. 41. Page  Site Video > YouTube > Blog > Comment > Twitter Social Media Connections – One Example
    38. 42. Page  Site Video > YouTube > Blog > Comment > Twitter > Facebook Social Media Connections – One Example
    39. 45. Examples from Other Organizations
    40. 46. 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>suttermedicalcentercastrovalley.org twitter.com/SutterEdenMed
    41. 47. 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, that resulted in 14 procedures </li></ul><ul><li>Local / National press coverage </li></ul>twitter.com/Aurora_Health “ 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”
    42. 48. Real-time Education Henry Ford Health
    43. 49. Referring Physician Outreach - MD Anderson Cancer Center twitter.com/PhysRelations <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>
    44. 50. 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>twitter.com/Scrippshealth
    45. 51. Crisis Communications – Scott and White <ul><li>Used a Blog, Twitter and YouTube during the Fort Hood Crisis </li></ul><ul><li>Updated Twitter before the first casualty arrived </li></ul><ul><li>Maintained feed with dozens of updates. </li></ul>
    46. 52. Crisis Communications – Scott and White http://twitter.com/SWHealthcare
    47. 53. “ When our nurses are stressed or discouraged they go to our Facebook page and read the 100’s of positive comments from former patients.” - Matt Cyr, Director of Patient and Family Communications
    48. 54. <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:
    49. 55. Credits and Resources <ul><li>Clay Shirky - http://delicious.com/edbennett/Clay_Shirky </li></ul><ul><li>Shel Holtz* - http://www.slideshare.net/shelholtz </li></ul><ul><li>Ragan Communications - http://www.hmcnews.com </li></ul><ul><li>John Sharp* - http://ehealth.johnwsharp.com/ </li></ul><ul><li>Nedra Weinreich* - http://www.social-marketing.com/blog/ </li></ul><ul><li>#hcsm Twitter chat - Sunday nights at 9PM </li></ul><ul><li>Hospital Social Networking List - http://ebennett.org/hsnl </li></ul><ul><li>*Some slides in this presentation were used with their permission </li></ul>
    50. 56. Thank You Edward Bennett Director, Web Strategy University of Maryland Medical System 410-328-0771 ed@ebennett.org / ebennett@umm.edu twitter.com/edbennett ebennett.org / umm.edu

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