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Employing Social Media to Improve Service and Expand Reach


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Innovative uses of social media to support health care service, marketing, and outreach. Slides from social media panel at educational event sponsored by National Capital Healthcare Executives, "Shaping the Future of Healthcare: Readiness, Change, and Innovation," at George Mason University, March 8, 2014. Panelists: Mark Miller, Children's National Health System; Ed Bennett, University of Maryland Medical Center; Shana Rieger, Inova Health System; and Joey Rahimi, Branding Brand.

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Employing Social Media to Improve Service and Expand Reach

  1. 1. EMPLOYING SOCIAL MEDIA TO IMPROVE SERVICE AND EXPAND REACH Shaping the Future of Healthcare, March 8, 2014
  2. 2. Meet the Panel  Mark Miller, Children’s National Health System  Ed Bennett, University of Maryland Medical Center  Shana Rieger, Inova Health System  Joey Rahimi, Branding Brand
  3. 3. Hospital Use of Social Media Social Media Accounts Facebook Foursquare Twitter YouTube LinkedIn Blogs 716 651 Source: Mayo Clinic Center for Social Media, March 2014 1292 1090 998 209
  4. 4. Social Media at Children’s National Platform Started Followers Dec 2007 27,715 Dec 2008 25,300 Nov 2011 266,650
  5. 5. Uses of Social Media  Reputation/Branding  Marketing  Education  Fundraising  Public relations  Public affairs/advocacy  Internal communications  Patient support groups  Customer service  …and more
  6. 6. Topics for Today  Social Media Access  Online Patient Support Groups  Brand Management  Customer Service: The Good, the Bad, and the Ugly  Connecting With Consumers  Donor Engagement  Trends to Watch
  7. 7. University of Maryland Medical Center Social Media Access
  8. 8.  HIPAA & privacy violations  IT security  Loss of message control  Employee productivity Perceived Risks of Social Media Access Our IT staff reacts
  9. 9. 1. Staff can access social media on personal devices. 2. Access is a management decision, not just one by IT or HR. 3. Create social media polices and guidelines, then enforce them. 4. Provide training about social media risks and opportunities. 5. Social media sites are web sites, so virus and malware risks are similar and can be managed. 6. Even if you block social media, staff can and will visit other sites. 7. Educate users about managing security risks (e.g., creating passwords, recognizing suspicious emails, messages, links, etc.) Answers to Common Objections
  10. 10. Patient Expectations “You trust your staff with my life, but think they can’t handle Facebook?” “You cut off my support network when I needed it the most.” -- Patient responses to UMMC blocking social media
  11. 11. Opening Access at UMMC Why Change?  Patient satisfaction – #1 driver  Respect for hospital staff  Lessons learned from the first Web cycle  Opportunity to reach and build communities
  12. 12. Before We Opened Access:  Required annual training for all staff  Provided tools for managers  Packaged presentations  Videos  FAQs  Encouraged discussion  Acknowledged gray areas Opening Access at UMMC
  13. 13. Results:  Unblocked social media on Jan. 1, 2011  A “no drama” launch  Decreased patient complaints  Increased employee awareness  Social media = business as usual Opening Access at UMMC
  14. 14. University of Maryland Medical Center Patient Support Groups
  15. 15. Patient Support Groups on Facebook  Outgrowth of traditional IRL groups  Managed by the same group leader  Mix of closed and secret groups  Posts are private to the group Set up and sanctioned by the UMMC Communications Department
  16. 16.  Liver transplant  Digestive diseases  Hepatitis C  Trauma survivors Launched early 2011 50-100 members each Patient Support Groups on Facebook
  17. 17. Transplant Support on Facebook
  18. 18. Transplant Support on Facebook
  19. 19. “Has anyone met their donor’s family? What's your take on meeting them?” “I had the privilege of meeting my donor's surviving sister. We started writing, emailing, texting, and finally met in person last year.” Transplant Support on Facebook
  20. 20. “I am so thankful for this support group. You all have made my wait bearable. There is so much love in here. “Only we know what we are going through.” Transplant Support on Facebook
  21. 21. Inova Health System Online Brand Management
  22. 22. Monitoring Tools Free:  Google Alerts  Twitter search Paid:  Radian 6 Meltwater What are people saying about you?
  23. 23. Identify patient ambassadors Gerald Share Lifesaving Story
  24. 24. Inova Health System The Good, the Bad and the Ugly
  25. 25. The Good
  26. 26. The Bad April 2013
  27. 27. The Ugly April 2012
  28. 28. Customer Service Key points:  Respond (at least most of the time)  Take complaints off-line  Share recognition  The good far outnumbers the bad/ugly
  29. 29. Children’s National Health System Connecting with Parents
  30. 30. Marketing to the Healthy
  31. 31. Parent’s Letter Project
  32. 32. Children’s National Health System Donor Engagement
  33. 33. Online Fundraising 0 500000 1000000 1500000 2000000 2500000 2007 2014 Dollars Raised Online Dollars Raised Online $200,000 $2.2 million
  34. 34. Results  Increase in list size -- up to 35%  Engaged donors  Happy kids and families
  35. 35. Branding Brand Trends to Watch
  36. 36. CONTENT IS KING: The Children’s Hospital of Minnesota has had a health blog since 2010 and have published nearly 5,000 articles. Over 32,000 websites link to this blog as a valuable resource. They use a legal disclaimer and moderate all comments.
  37. 37. RAPID LEARNING & COLLABORATION: Doctors at Boston Children’s Hospital are sharing peer-reviewed training videos and on-demand curricula to demonstrate the latest life-saving techniques in child care, building an ecosystem of well-trained healthcare professionals.
  38. 38. SOCIAL DATA: Access to behavioral data that is allowing organizations to analyze sentiment, listen and learn from customer experiences and behaviors and tap into the social pulse of their employees and customers.
  39. 39. MOBILE TAKEOVER: Mobile website traffic (smartphones and tablets) will surpass desktop traffic in 2014. Ensuring all content and marketing is built with a “mobile first” mentality will be critical to ensuring accessibility.
  40. 40. Resources #hcsm
  41. 41. Keep in Touch  @EdBennett  @shanarieger  @joeyrahimi  @mmiller20910  @UMMC  @inovahealth  @brandingbrand  @childrenshealth