The document discusses social media use at Ohio State University Medical Center (OSUMC). It provides an overview of OSUMC's departments and facilities. It then discusses using social media to build relationships, listen to audiences, and influence medicine. OSUMC uses platforms like blogs, Facebook, YouTube, and custom sites to engage audiences and tell stories. The goal is to deliver more personalized healthcare using predictive, preventive, personalized and participatory approaches.

1. Social Media @OSUMCJanuary 27, 2010

2. @OSUsquireI'm the program director for digital/social media @osumc, where I use digital tools to create engaging solutions to improve peoples’ lives.

3. Ohio State UniversityOSU Medical CenterResearch Education Patient CareOSU PhysiciansOSU Health System & HospitalsCollege of Medicine & Office of Health SciencesClinical DepartmentsSchool of Biomedical Science

4. School of Allied Medical Professions

5. Centers, Programs, & InstitutesDepartmental LLCs:Medical

6. Surgical

7. Primary Care

8. Hospital BasedUniversity HospitalJames Cancer HospitalUniversity Hospital East OSU Harding Hospital Ross Heart HospitalPrimary Care NetworkSpecialty Care Network

9. 44,000 Ambulatory Visits300 Emergency Department Visits150 Discharges (200 on Fridays)120 SurgeriesEvery Day is an Opportunity

10. AmbulatoryGrowthEye and Ear InstituteCarePointGahannaCarePointLewis CenterCarePoint EastJamesCare Comprehensive Breast CenterFastCare (Giant Eagle)5

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14. 9VisionMission & ValuesMissionTo improve people’s lives through innovation in research, educationand patient careVisionWorking as a team, we will shapethe future of medicine by creating, disseminating and applying new knowledge, and by personalizing health care to meet the needs of each individualValuesExcellence, Collaborating as ONE University, Acting with Integrity & Personal Accountability, Openness & Trust, Diversity in People & Ideas, Change & Innovation, Simplicity in our Work, Leadership, Empathy & CompassionPromiseImproving people’s lives… through personalized health care

15. Become a top 20 academic medical center and a top 10 NCI funded cancer program through advancements in research, education, and patient careBecome a high performance organization and workplace of choiceGenerate an investment fund for mission development10Strategic Goals

16. Understand the collective Culture(knowledge, experience, beliefs, values, attitudes) of our Employees, Patients & Communitiesin which we operate so that we can deliver healthcare in a way that is Predictive, Preventive, PersonalizedandParticipatory(P4 Medicine). 11Social Business

17. Getting StartedSocial Media @OSUMCWhat we do nowWhat we are planningHow we change medicine12

18. Social Media13Social Media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in conversations between authors, people, and peers.”-Brian Solishttp://www.briansolis.com/2010/01/defining-social-media-the-saga-continues/

19. Issues

20. IssuesRequestor: UnknownBusiness Unit: University HospitalQuestion/Comment: The amount of time I see people using facebook is out of control. I walk around and at any given time can find a few people on facebook. This includes nursing, physicians, occupational therapist and physical therapist (managers at times). I beg you to please do something about this. I hear of other hospitals that have banned this so I know it can be done. Thanks

21. Become a top 20 academic medical center and a top 10 NCI funded cancer program through advancements in research, education, and patient careBecome a high performance organization and workplace of choiceGenerate an investment fund for mission development16Strategic Goals

22. AccessTammy MooreDirectorEmergency Services at Ohio State University Medical Center

23. “Our policy is that you, the employee, may use Social Media for personal use only during non-working time and in strict compliance with all other terms of this and other Medical Center and University policies.”PolicyPolicy Online: https://onesource.osumc.edu/sites/policies/Documents/Policy%2005-05_Social%20Media_011310%20(00063276).PDF

24. “Conduct that would be illegal or a violation of a Medical Center or University policy in the “offline” world would still be illegal or a violation of the policy when it occurs online.”PolicyPolicy Online: https://onesource.osumc.edu/sites/policies/Documents/Policy%2005-05_Social%20Media_011310%20(00063276).PDF

25. Don'ts:Confidential OSU informationPatient informationPersonnel InformationLegal InformationMaterials that belong to someone elsePolicyPolicy Online: https://onesource.osumc.edu/sites/policies/Documents/Policy%2005-05_Social%20Media_011310%20(00063276).PDF

26. Guidelines:Policy requires adherence to the Social Media Participation Guidelines. The Guidelines are administered by Communications and Marketing.PolicyPolicy Online: https://onesource.osumc.edu/sites/Audience/Leaders/Pages/Social%20Media%20Guidelines.aspx

27. Toolkithttp://bit.ly/socialmediaOSUMC

28. The ProcessWhat is the overall Plan?1Who is our Audience?2What are our Goals?3What Resourcesare available?4How are we changing Relationships?5Which Technologies should we use?6

29. Getting StartedSocial Media @OSUMCWhat we do nowWhat we are planningHow we change medicine

30. Build Relationships

31. Listen

32. Respond

33. Respond (Quicker!)

34. Influence

35. Enlist

36. Stefanie’s Champions31Mass mailings started Oct ‘1022 nominations received Oct-12/22/10

38. Nominate Your Champion!3312/23/10-01/03/10Up to $50 a dayUp to $2.00 per clickTotal spend $600Highly Targeted

39. Target34

40. Target35

41. Target36

42. Target37

43. Target38

44. Target-Avoidance39

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46. Results412,373,746 Impressions621 ClicksAverage Cost Per Click $.9730 NEW nominations (4.8% Conversion)In 12 days…

48. CEO BlogOverall pictureNot just textCurrent EventsCandidhttp://medicalcenter.osu.edu/aboutus/keeping_in_touch/default.aspx

49. Department BlogsStory tellResponsiveHigh level DetailsContent Calendar

50. Thought LeadershipCollectionPlatformDiscussionMulti-mediahttp://phc.osumc.edu

51. Facebook PageAggregate StoriesQuick calls to actionAsk an opinionVideoPicturesLinkshttp://facebook.com/osumedicalcenter

52. YouTubehttp://youtube.com/osumedicalcenter

53. YouTube—Help Our Customers http://www.youtube.com/watch?v=1QbUcFIl0sw

54. YouTube—UGC Give them toolsMake it a competitionhttp://www.youtube.com/watch?v=_-GrLhTYYs4

55. Collect StoriesProvide Online/Offline OpportunitySocial SharingInformWebhttp://projectone.osu.edu/

56. Getting StartedSocial Media @OSUMCWhat we do nowWhat we are planningHow we change medicine

57. Become a top 20 academic medical center and a top 10 NCI funded cancer program through advancements in research, education, and patient careBecome a high performance organization and workplace of choiceGenerate an investment fund for mission development52Strategic Goals

58. Total Digital Presence

59. Source: http://darmano.typepad.com/logic_emotion/2010/07/gameplan.htmlDavid Armano—SVP at Edleman Digital

60. In Amber’s words…Listen to the newly amplified and disseminated voices of our customers online