Social media can have a strong impact on consumers' decisions to seek treatment at a hospital. 57% of people indicated that a social media connection with a hospital influences their choice. Additionally, 81% of consumers believe that hospitals with a strong social media presence seem more cutting edge. However, successfully utilizing social media requires understanding audiences, focusing on relevant content, collaboration across departments, and measuring analytics to validate efforts.

2. WHY USE SOCIAL MEDIA?

3. 57% of people indicated a social media connection
with a hospital has a strong impact on their decision
to seek treatment.
Consumers’ Use, Preference and Expectations of Hospital Social Media - YouGov Research, July 2011

4. 81% of consumers believe that if a hospital has a
strong social media presence, they are likely to be
more cutting edge, creating a halo effect.
Consumers’ Use, Preference and Expectations of Hospital Social Media - YouGov Research, July 2011

5. ghs.org/socialmedia

8. BARRIERS TO SUCCESS

10. MAY 2007 JUNE 2009 OCTOBER 2011
iPhone iPhone 3GS iPhone 4S
JULY 2008 JUNE 2010 SEPTEMBER 2012
iPhone 3G iPhone 4 iPhone 5
MARCH 2010
iPad MARCH 2011
iPad2 MARCH 2012
iPad3
NOVEMBER 2012
iPad4/iPad mini
6.30.2013
1.1.1995
AUGUST 1995 JUNE 1998 OCTOBER 2001 11.30.2006 JULY 2009 OCTOBER 2012
Windows 95 Windows 98 Windows XP Windows Vista Windows 7 Windows 8
9.11.2011
President William J. Clinton President George W. Bush President Barak H. Obama
APRIL 1995 2000 JANUARY 2004 JULY 2005 JULY 2006 DECEMBER 2010 OCTOBER 2012
America Online Digital Broadband Facebook YouTube Twitter Facebook– Facebook–
Available 400 Million Users 1 Billion
Monthly Users
1995-2004 2004-2013
Slower Adoption Cycles Rapid Adoption Cycles
(fueled by ubiquitous digital access)

11. FORMULA FOR SUCCESS
• Understand the audience on different channels
• Focus on the content
• Follow the rule of 70 listen/20 share/10 self-promote
• Manage in teams for cross collaboration
• Include stakeholders often
• Measure analytics to validate time, energy and effort

12. 1 UNDERSTAND YOUR
AUDIENCE

20. source: http://argylesocial.com/landing/social-timing-insights-infographic

21. 2 FOCUS ON THE
CONTENT

22. CONTENT GOALS?
• Inform • Appointment
• Educate • Physician Alignment
• Comments • Reviews
• Sign-ups
• Thought leadership

24. WHO SHOULD CREATE
CONTENT?

25. SUCCESS?
• Prior experience • Manager support
• Don’t make it always about • Make it part of a larger plan
text
• Make it exclusive
• Ongoing support
• Tie
content to the larger
• Report back marketing plan
• Make them a big deal • Beflexible/decide when good
enough is good enough

26. 3 FOLLOW THE RULE
OF 70/20/10

27. • 42 Minutes to listen and research
• 12 Minutes to share what you find
• 6 Minutes to promote relevant
knowledge you have

28. THE 70: THE FIRST 42
• Market intelligence
• Identification of best practices and trends
• New connections
• Answers to questions
•A custom news feed

29. THE 20: THE SECOND 12
• A retweet or modified tweet
• Sharing on Facebook
• Commenting on a blog
• A repin on Pinterest
• Posting to groups on both Facebook and LinkedIn
• Commenting on Facebook and LinkedIn updates/questions

30. THE 10: THE FINAL 6
People do business with those they trust.
Build trust first.

31. 4 MANAGE IN TEAMS
FOR CROSS
COLLABORATION

32. WHO IS ON THE TEAM?
• HR • Facilities
• Recruitment • Leadership/
Executive
• Risk
• Marketing
• Administration
• IT

33. COLLABORATE ACROSS
ORGANIZATION

34. 5 MEASURE ANALYTICS
TO VALIDATE TIME,
ENERGY AND EFFORT

35. IDENTIFY WHAT TO MEASURE

36. VOLUME
• Number of visitors
• Time on site
• Number of fans
• Number of followers
• Page views
• Impressions

37. ENGAGEMENT
• Retweets • Form completion
• Repins • Seminar registration
• Comments • Review submission
• Likes on posts

38. via @chrisboyer

39. EXAMPLES

42. EMT RESULTS
• Average Time on Page - 6:30mins
• 1,123 Unique Visitors/Pageviews
• 94 additional “Likes” on Facebook
• #EMTop - 50 real time tweets, 88k
impressions, reaching 9600 followers

43. POWER OF THE BLOG

53. SERRUS REPORT
• 2012 Web Traffic - 12K with 38K Actions
• 2013 Web Traffic - 3300 Uniques at 45 days
• Increase of 175 Twitter Followers in 6 Months
• Facebook Reach is 98K

55. #ECOPLOSION REPORT
• Sold Out Exclusive Event at CU-ICAR (300 People)
• 187 total streams w/ 29 minutes average time watched
• 45K Impressions via Twitter using #Ecoplosion
• 17K Followers Reached using #Ecoplosion

56. QUESTIONS?