The document discusses the importance of social media for hospitals and introduces a social media capability maturity model. The model has 5 levels - ad hoc, basic, intermediate, advanced, and optimizing. It evaluates social media use based on business value, alignment, competency, financial integration, and provides examples of capabilities at each level. The document also describes how an eMedToday mHealth app can integrate with a hospital's social media presence at different maturity levels to enhance patient education and services.

1. The Importance and Role of
Social Media for Hospitals
The
eMedToday
Social Media Capability Maturity Model for
Hospitals
(developed by eMedToday)
Copyright © eMedToday

2. Social Media
• Mass Media
– reach a large audience by mass
communication (one to many)
• Social Media
– interactions amongst people sharing,
exchanging and discussing information (many
to many)
– blending of technology and social interaction
for the co-creation of value
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3. Social Media by Default
• By default
– In our community where social media has
become pervasive, every entity, organization,
government, business, product, service and
individual is the potential focus of social
media at any time
– Potentially in either a positive or negative way!
• Be proactive and build your own positive
social media image
• Actively add value to your community
Copyright © eMedToday

4. Participate in Social Media?
• Communication about brands, products,
services and entities simply happens, and
organizations cannot do anything about
that
• Organizations need to decide if they wish
to participate seriously in this
communication or continue to ignore it
• Not being present on social media is
conspicuous
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5. Social Media Benefits
• Generate and control positive exposure of
the business
• Create customer loyalty
• Free publicity for the organization
• Penetrate new markets
• Differentiate from your competitors
• Develop reputation of adding value to
community
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6. Social Media
Critical Success Factors
• Build your community and be visible
• Easy for people to be participants
• Health and wellness is a ‘cause’ important to the
community
• Provide interesting, relevant and honest content
• Be human – people like people more than
corporate logos and faceless business units
• Give people a reason to follow you
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7. Social Media Marketing
• Due to social media, marketing has changed
• Organizations are losing direct control of marketing and
the customers are gaining more and more control
• Marketing in the social media world is to engage, and
keep engaging, the customers by providing interesting
content, and creating environments and information that
people want
• Establish your influence, reputation and brand within
communities of potential customers
• Use social media as a communication tool that makes
your organization accessible to anybody interested in
what you offer
• Create electronic word-of-mouth
Copyright © eMedToday

8. eMedToday - Social Media
Capability Maturity Model
Maturity
Level
Business
Value
Business
Alignment
Competency Financial
Integration
Optimizing Leading Enables and
drives business
value creation
and business
opportunities
Fully aligned and
partnered with
business strategy
Organizational core
competency
A value center
Advanced Facilitating Focuses on
value creation,
using industry
best practices
Expanded
facilities and
options enabling
further business
opportunities
Outsource to subject
matter experts and
recognize and
integrate best of
class services and
features
An investment
center
Intermediate Participating Minor contributor
to business value
creation in some
areas
Establish
reputation and
brand
Building competency A service centre
Basic Listening Realizing it may
add value to the
business
Initial planning Appointing
responsible resource
A cost centre
Ad Hoc Beginning Totally
disconnected
from business
value creation
Not considered
part of business
strategy
No skill base or
responsibility
Regarded as an
additional
unbudgeted
cost
Copyright © eMedToday Social Media Capability Maturity Model Developed by eMedToday

9. Social Media Capability Maturity Model
Decide Where Are You TodayDecide Where Are You Today
Maturity
Level
Business
Value
Business
Alignment
Competency Financial
Integration
Optimizing Leading Enables and
drives business
value creation
and business
opportunities
Fully aligned and
partnered with
business strategy
Organizational core
competency
A value center
Advanced Facilitating Focuses on
value creation,
using industry
best practices
Expanded
facilities and
options enabling
further business
opportunities
Outsource to subject
matter experts and
recognize and
integrate best of
class services and
features
An investment
center
Intermediate Participating Minor contributor
to business value
creation in some
areas
Establish
reputation and
brand
Building competency A service centre
Basic Listening Realizing it may
add value to the
business
Initial planning Appointing
responsible resource
A cost centre
Ad Hoc Beginning Totally
disconnected
from business
value creation
Not considered
part of business
strategy
No skill base or
responsibility
Regarded as an
additional
unbudgeted
cost
Copyright © eMedToday Social Media Capability Maturity Model Developed by eMedToday

10. Social Media Capability Maturity Model
Decide Where Do You Want to BeDecide Where Do You Want to Be
Maturity
Level
Business
Value
Business
Alignment
Competency Financial
Integration
Optimizing Leading Enables and
drives business
value creation
and business
opportunities
Fully aligned and
partnered with
business strategy
Organizational core
competency
A value center
Advanced Facilitating Focuses on
value creation,
using industry
best practices
Expanded
facilities and
options enabling
further business
opportunities
Outsource to subject
matter experts and
recognize and
integrate best of
class services and
features
An investment
center
Intermediate Participating Minor contributor
to business value
creation in some
areas
Establish
reputation and
brand
Building competency A service centre
Basic Listening Realizing it may
add value to the
business
Initial planning Appointing
responsible resource
A cost centre
Ad Hoc Beginning Totally
disconnected
from business
value creation
Not considered
part of business
strategy
No skill base or
responsibility
Regarded as an
additional
unbudgeted
cost
Copyright © eMedToday Social Media Capability Maturity Model Developed by eMedToday

11. eMedToday mHealth App
Integrates With Hospital’s Social Media Model
BASICBASIC
INTERMEDIATEINTERMEDIATE
ADVANCEDADVANCED
OPTIMIZINGOPTIMIZING
• Connect Anywhere,
Anytime on Any Device
• Health Education
• Services
• Fast News
• Focused Book & Video
Libraries
• Find-A-Doctor
• Events & Promotions
• Ask-A-Question
• Medical Library
• Health Trackers
• Health Records
• Medication Information &
Education
• Integrate Pharmas
• CME for Doctors
• eDetailing for Pharmas
• Enhance Patient
Education
Regarded as an
additional
unbudgeted
cost
No skill base or
responsibility
Not considered
part of business
strategy
Totally
disconnected
from business
value creation
BeginningAd Hoc
A cost centreAppointing
responsible resource
Initial planningRealizing it may
add value to the
business
ListeningBasic
A service centreBuilding competencyEstablish
reputation and
brand
Minor contributor
to business value
creation in some
areas
ParticipatingIntermediate
An investment
center
Outsource to subject
matter experts and
recognize and
integrate best of
class services and
features
Expanded
facilities and
options enabling
further business
opportunities
Focuses on
value creation,
using industry
best practices
FacilitatingAdvanced
A value centerOrganizational core
competency
Fully aligned and
partnered with
business strategy
Enables and
drives business
value creation
and business
opportunities
LeadingOptimizing
Financial
Integration
CompetencyBusiness
Alignment
Business
Value
Maturity
Level
Regarded as an
additional
unbudgeted
cost
No skill base or
responsibility
Not considered
part of business
strategy
Totally
disconnected
from business
value creation
BeginningAd Hoc
A cost centreAppointing
responsible resource
Initial planningRealizing it may
add value to the
business
ListeningBasic
A service centreBuilding competencyEstablish
reputation and
brand
Minor contributor
to business value
creation in some
areas
ParticipatingIntermediate
An investment
center
Outsource to subject
matter experts and
recognize and
integrate best of
class services and
features
Expanded
facilities and
options enabling
further business
opportunities
Focuses on
value creation,
using industry
best practices
FacilitatingAdvanced
A value centerOrganizational core
competency
Fully aligned and
partnered with
business strategy
Enables and
drives business
value creation
and business
opportunities
LeadingOptimizing
Financial
Integration
CompetencyBusiness
Alignment
Business
Value
Maturity
Level
Copyright © eMedToday Social Media Capability Maturity Model Developed by eMedToday
Listening
Participating
Facilitating
Leading
Creating Your Social Media PresenceCreating Your Social Media Presence
A stepped process to begin and introduceA stepped process to begin and introduce
additional features in a planned andadditional features in a planned and
rational approachrational approach