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Hospitals and Social Media - NACHRI


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My presentation at the March 9, 2010 NACHRI conference

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Hospitals and Social Media - NACHRI

  1. 1. Social Media and the UMMC Experience Ed Bennett, Director of Web Strategy University of Maryland Medical System NACHRI 2010 Creating Connection - March 2, 2010
  2. 2. Agenda Page  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 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>At the University of Maryland Medical Center since 1999 </li></ul><ul><li>Not a Social Media Expert </li></ul>Page 
  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 spend their time </li></ul>Page 
  5. 5. Page  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>Page 
  7. 7. 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>Page  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
  8. 8. Current Hospital Social Media Accounts Page 
  9. 9. Rapid Growth – YouTube and Twitter Page  Number of Hospital Accounts by Month
  10. 10. Web Services at UMMC Page  Centralized under Communications and Public Affairs: <ul><li>Seven-person department: </li></ul><ul><ul><li>Director </li></ul></ul><ul><ul><li>Senior Editor </li></ul></ul><ul><ul><li>2 Web Writers / Editors </li></ul></ul><ul><ul><li>Programmer </li></ul></ul><ul><ul><li>Development Manager </li></ul></ul><ul><ul><li>Creative Director </li></ul></ul><ul><ul><li>Other Support staff </li></ul></ul><ul><ul><li>Services: </li></ul></ul><ul><ul><ul><li>Web site planning </li></ul></ul></ul><ul><ul><ul><li>Content Development </li></ul></ul></ul><ul><ul><ul><li>Design </li></ul></ul></ul><ul><ul><ul><li>Hosting </li></ul></ul></ul><ul><ul><ul><li>Web Marketing </li></ul></ul></ul><ul><ul><ul><li>Analytics </li></ul></ul></ul><ul><ul><ul><li>Maintenance </li></ul></ul></ul>Close working relationship with UMMC Marketing Team
  11. 11. The UMMC Social Media Program Page  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>
  12. 12. UMMC YouTube Channel Page  <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>
  13. 13. UMMC YouTube Channel Page  <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>
  14. 14. UMMC YouTube Channel Page  The &quot;Secret Sauce&quot; for getting viewers: Detailed Descriptions
  15. 15. The UMMC YouTube Channel Page  Impact <ul><li>Each day: </li></ul><ul><li>1,700 people watch a video on </li></ul><ul><li>An additional 1,300 people watch on YouTube </li></ul><ul><li>These are new visitors, new exposure </li></ul>
  16. 16. UMMC on Facebook Page  <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>
  17. 17. UMMC on Facebook Page  <ul><li>Over 2,600 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>
  18. 18. UMMC on Twitter Page  <ul><li>3,400 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 Page  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. The UMMC Blog Page 
  21. 21. The UMMC Blog - Widgets Page 
  22. 22. Social Media Connections - Two Examples Page  YouTube Video >
  23. 23. Social Media Connections - Two Examples Page  YouTube Video > Comment >
  24. 24. Social Media Connections - Two Examples Page  YouTube Video > Comment > Blog Post >
  25. 25. Social Media Connections - Two Examples Page  YouTube Video > Comment > Blog Post > Patient Success Story
  26. 26. Social Media Connections - Two Examples Page  Site Video >
  27. 27. Social Media Connections - Two Examples Page  Site Video > YouTube >
  28. 28. Social Media Connections - Two Examples Page  Site Video > YouTube > Blog >
  29. 29. Social Media Connections - Two Examples Page  Site Video > YouTube > Blog > Comment >
  30. 30. Social Media Connections - Two Examples Page  Site Video > YouTube > Blog > Comment > Twitter
  31. 31. Social Media Connections - Two Examples Page  Site Video > YouTube > Blog > Comment > Twitter > Facebook
  32. 32. Page 
  33. 33. Examples from Other Organizations Page 
  34. 34. 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>Page 
  35. 35. 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>Page  “ 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”
  36. 36. Referring Physician Outreach - MD Anderson Cancer Center Page  <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>
  37. 37. Coordinated Program - Childrens Hospital Los Angeles Page  <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:
  38. 38. 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>Page 
  39. 39. <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>Page  Crisis Communications - Innovis Health
  40. 40. Page  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>
  41. 41. Page  Crisis Communications – Scott and White
  42. 42. Page  Development – Valley Medical Center $840,000,000
  43. 43. <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>Page  What to Expect:
  44. 44. <ul><li>What’s the ROI? </li></ul>Page 
  45. 45. <ul><li>A. What’s the ROI for putting your pants on in the morning?* </li></ul>Page  *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, as a part of doing business
  46. 46. <ul><li>Instead of ROI, Think ROC: Return On Connections </li></ul>Page  <ul><li>Positive Word of Mouth </li></ul><ul><li>Service Recovery </li></ul><ul><li>Message Influence (not control) </li></ul><ul><li>Reputation Monitoring </li></ul><ul><li>Instant Feedback </li></ul>Q. What’s the ROI of Social Media?
  47. 47. Getting Started With Social Media Page  <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 540 U.S. hospitals out of 5,000 use social media tools – this is just the beginning </li></ul>
  48. 48. Thank You Page  Edward Bennett Director, Web Strategy University of Maryland Medical System 410-328-0771 Work 410-929-3750 Google Voice /