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Hospitals and Social Media   Ed Bennett, Director of Web Strategy University of Maryland Medical System A Survey of Best Practices
What is Social Media? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
It’s a bunch  of Web Sites  with very silly names
Web / Health 2.0 as a Disruptive Force Source: John Sharp - ehealth.johnwsharp.com Uses licenses with few restrictions Intellectual Property is closely guarded  Quick deployment Long deployment lead times Information from trusted networks Information from authoritative sources Risk Taking Risk Adverse Web / Health 2.0  Values Health Care Values
How can a Hospital use  Social Media? ,[object Object]
How can a Hospital use  Social Media? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media Adoption Curve education observation broadcast participation relationships collaboration 1-way -> 2-way take value -> add value social media experience mixtmediastrategies.com
Hospital Social Networking Accounts Data as of May 3, 2009 - Source: ebennett.org/data 131 YouTube 250 U.S. Hospitals: 24 Blogs 160 Twitter 94 Facebook
Social Media at the University of Maryland Medical System Univ. Of Maryland Medical Center ,[object Object],[object Object],[object Object],www.umms.org ,[object Object],[object Object],[object Object],[object Object],www.umm.edu www.umms.org
YouTube ,[object Object],[object Object],[object Object],[object Object],www.youtube.com/ummc
UMMC YouTube Videos ,[object Object],[object Object],[object Object],www.youtube.com/ummc
[object Object],[object Object]
YouTube Traffic ,[object Object],[object Object],[object Object],[object Object],[object Object],These are new visitors – new exposure UMM Video Consumption 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Umm.edu YouTube
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.umm.edu/fb
Twitter ,[object Object],[object Object],[object Object],[object Object],[object Object],www.twitter.com/ummc
RT @UMMC ,[object Object],[object Object],[object Object],Note - only story on this ReTweet list that’s about UMMC
Twitter, UMMS and the AP ,[object Object],Media Engagement
[object Object],[object Object],Twitter, UMMC and the AP Media Engagement "If they do it once, I think it's easier for them to try to do it again," said Carrie Swartout, who researches traumatic brain injuries at the  University of Maryland Medical Center .  Maryland is requiring unpaid time  off for 67,000 of its 80,000 employees as it struggles with a budget crisis.
Best Practices at other Hospitals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Community Outreach ,[object Object],[object Object],suttermedicalcentercastrovalley.org twitter.com/SutterEdenMed
Real-time Education ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],twitter.com/HenryFordNews Tumor resection is almost over! This is better than any episode of ER, Grey's, etc!  Great videos. Thanks to the amazingness of the patient for letting us see this!  This is a fantastic tool to help patients get comfortable with a procedure ahead of time
Referring Physician Outreach ,[object Object],[object Object],[object Object],[object Object],twitter.com/PhysRelations
Coordinated Social Media Programs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],sharing.mayoclinic.org
Customer Service  Scripps Health: Monitors Social Networks for the Scripps name Steps in to help & resolve problems twitter.com/Scrippshealth
Innovis Health  Fargo, North Dakota Used a Blog and Twitter during the recent floods.  Created the blog and had first update posted in one hour Decreased Media demands & freed phone lines during the emergency Took control of their message Crisis Communications
How can your organization use  Social Media? These examples could apply to any public facing organization Any communication function should be considered Ask your customers / Look at your competition Where does your community live?
Thank You Edward Bennett Director, Web Strategy University of Maryland Medical System 410-328-0771 [email_address] http://ebennett.org

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Hospitals & Social Media

  • 1. Hospitals and Social Media Ed Bennett, Director of Web Strategy University of Maryland Medical System A Survey of Best Practices
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  • 3. It’s a bunch of Web Sites with very silly names
  • 4. Web / Health 2.0 as a Disruptive Force Source: John Sharp - ehealth.johnwsharp.com Uses licenses with few restrictions Intellectual Property is closely guarded Quick deployment Long deployment lead times Information from trusted networks Information from authoritative sources Risk Taking Risk Adverse Web / Health 2.0 Values Health Care Values
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  • 7. Social Media Adoption Curve education observation broadcast participation relationships collaboration 1-way -> 2-way take value -> add value social media experience mixtmediastrategies.com
  • 8. Hospital Social Networking Accounts Data as of May 3, 2009 - Source: ebennett.org/data 131 YouTube 250 U.S. Hospitals: 24 Blogs 160 Twitter 94 Facebook
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  • 24. Customer Service Scripps Health: Monitors Social Networks for the Scripps name Steps in to help & resolve problems twitter.com/Scrippshealth
  • 25. Innovis Health Fargo, North Dakota Used a Blog and Twitter during the recent floods. Created the blog and had first update posted in one hour Decreased Media demands & freed phone lines during the emergency Took control of their message Crisis Communications
  • 26. How can your organization use Social Media? These examples could apply to any public facing organization Any communication function should be considered Ask your customers / Look at your competition Where does your community live?
  • 27. Thank You Edward Bennett Director, Web Strategy University of Maryland Medical System 410-328-0771 [email_address] http://ebennett.org

Editor's Notes

  1. About Me My approach to SM – How I describe it to folks at my hospitals Our experience at UMMC as we get started with SM Best practices at other hospitals