Social Media at Fred Hutchinson Cancer Research Center - The Impossible CAN Become Possible

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Social Media at Fred Hutchinson Cancer Research Center, presented to the Washington Health Executive Forum, 4/6/2010

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  • What does this mean?
  • Here’s a quote from , health economist, management consultant, and health blogger, California Health Foundation, 2008
  • Everybody is doing it - even the federal government ! CDC enriched and robust site devoted to distributing information on H1V1 virus including
  • Separated by Basic, Clinical Research, Human Biology,
  • Poll results
  • Description of “journal” Monitored every page and asked them to change things.
  • Description of “journal” Weren’t to control the message, we Monitored every page for changes, and asked them to change things.
  • Facebook pages – 2015 fans Post 3-5 times week Demographics – 76% female, aged 33-54, but we do attract younger supporters as well
  • YouTube – 2-3 channels, 3 groups – Colon cancer, Innovators Network, Climb. Great way to store videos. Get a free channel if a non-profit. 6400 channel views 19 videos uploaded Big area for growth’ Male, mid-40’s Everyone “get’s” video
  • Twitter accounts – seven accounts 1640 followers Post 2-3x day
  • Social Media at Fred Hutchinson Cancer Research Center - The Impossible CAN Become Possible

    1. 1. Employing Social Media to Build Customer Satisfaction and Community Outreach Washington State Healthcare Executives Forum April 6, 2010 The impossible CAN become possible Social media at
    2. 2. Your community 175 million people log into Facebook each day . <ul><ul><li>Our communities are online. </li></ul></ul>
    3. 3. <ul><li>&quot;Consumers are well ahead of other health stakeholders in adopting social media in health,&quot; - Jane Sarasohn-Kahn </li></ul>Your community Our communities have expectations. They want to hear from us.
    4. 4. New way to communicate health information <ul><ul><li>Centers for Disease Control </li></ul></ul><ul><ul><li>Mayo Clinic </li></ul></ul><ul><ul><li>Seattle Children’s </li></ul></ul><ul><ul><li>Swedish Hospital </li></ul></ul><ul><ul><li>St. Jude’s </li></ul></ul>
    5. 5. Who are we? <ul><li>Established in 1975, pioneered bone marrow transplantation </li></ul><ul><li>Scientific research </li></ul><ul><li>External Affairs and Communications </li></ul>
    6. 6. Why is the Hutch doing social media? <ul><li>Supporters are already involved in the communication stream. </li></ul><ul><li>And we know that they are interested in hearing about us from us and talking with us. </li></ul>
    7. 7. How did we get started? <ul><li>Event participant blog… er, “journal,” 2007 </li></ul>
    8. 8. What was the initial reaction?
    9. 9. What are we doing? <ul><li>February 2008 </li></ul><ul><li>Employees actively involved </li></ul>
    10. 10. What are we doing? <ul><li>October 2008 </li></ul><ul><li>Video contest </li></ul><ul><li>Consultant </li></ul>
    11. 11. What are we doing? <ul><li>October 2008 </li></ul><ul><li>Six+ </li></ul>
    12. 12. What are we doing? <ul><li>November 2009 </li></ul><ul><li>January 2010 </li></ul>
    13. 13. What ELSE are we doing? <ul><ul><li>Commenting on articles </li></ul></ul><ul><ul><li>RSS feeds of articles, news releases </li></ul></ul>
    14. 14. Latest <ul><li>Dr. Thomas birthday book </li></ul><ul><li>Website, enews, Twitter, Facebook </li></ul><ul><li>330+ heartfelt stories, photos </li></ul>
    15. 15. What are the benefits? <ul><li>Job, research study and volunteer recruitment </li></ul><ul><li>Education about public health, science </li></ul><ul><li>Brand-building </li></ul>
    16. 16. Still more benefits… <ul><li>Scarce resources – easy to get started and implement internally… not free, but not hard </li></ul><ul><li>New avenues for storytelling and news distribution </li></ul><ul><li>Puts a ‘face’ on a ‘faceless’ institution </li></ul>
    17. 17. Final Thoughts <ul><li>Reaction at the Hutch now? …Seeing possibilities and less trepidation. </li></ul><ul><li>“ We are advertis’d by our loving friends.” -William Shakespeare </li></ul><ul><li>You will encounter setbacks, problems… </li></ul><ul><li>Don’t worry about it too much – social media is simply a channel for communication </li></ul>
    18. 18. Questions? <ul><li>Suna Gurol Web Producer Fred Hutchinson Cancer Research Center Grad Student Master in Communication in Digital Media University of Washington [email_address] [email_address] 206/667-1112 Twitter - @SunaG </li></ul>
    19. 19. Resources <ul><li>Hutchinson Center social media toolkit & resource list http:// www.fhcrc.org/socialmedia </li></ul><ul><li>A Few Twitter Tips from the Hutchinson Center http://fhcrc.org/about/social_media/hutchinsonctr-twittertips.pdf </li></ul><ul><li>Social Media resources for health care professionals from Ed Bennett http:// ebennett.org / </li></ul><ul><li>Beth Kantor blog http://beth.typepad.com/ http://www.slideshare.net/kanter/nonprofits-healthcare-and-social-media </li></ul><ul><li>Hospitals must embrace social media and let ROI take care of itself http://www.ragan.com/ME2/Sites/dirmod.asp?sid=&nm=&type= MultiPublishing&mod = PublishingTitles&mid =5AA50C55146B4C8C98F903986BC02C56&tier=4&id=FDD5F81B7C5947F5B810D9B03BC943A9&SiteID=200A048A0048468280B5F02A21F36800 </li></ul><ul><li>7 ways hospitals can address criticism voiced on Facebook http://www.ragan.com/ME2/Sites/dirmod.asp?sid=&nm=&type= MultiPublishing&mod = PublishingTitles&mid =5AA50C55146B4C8C98F903986BC02C56&tier=4&id=13ABCC68773745B6B83AFC43C4EE821C&SiteID=200A048A0048468280B5F02A21F36800 </li></ul><ul><li>Hospital employees create lively and compelling blog http://www.ragan.com/ME2/Audiences/dirmod.asp?sid=&nm=&type= MultiPublishing&mod = PublishingTitles&mid =5AA50C55146B4C8C98F903986BC02C56&tier=4&id=F99589F5DAEA41A0AD81673EF7971196&AudID=3FF14703FD8C4AE98B9B4365B978201A </li></ul>
    20. 20. Credits <ul><li>“ Vessel,” Fred Hutchinson Cancer Research Center campus. Photograph by Margaret and Bjorn, Flickr.com; “Vessel” sculpture by Ed Carpenter. </li></ul><ul><li>“ Social Media” http://s88493.gridserver.com/2009/08/26/what-27-simple-quotes-can-teach-you-about-social-media/ </li></ul><ul><li>Quote on social media and health by Jane Sarasohn-Kahn, M.A., M.H.S.A., health economist, management consultant, and health blogger, California Health Foundation, 2008 </li></ul><ul><li>“ Guess how many people log into Facebook each day?” http://www.businessinsider.com/its-facebooks-scale-stupid-2010-2 </li></ul><ul><li>“ Changing expectations,” Bava Tuesday, 5/2008 </li></ul><ul><li>“ Trepidation”, Wall Street Greek, 10/2008. http://1.bp.blogspot.com/_T9Nh65MTx9o/SOoelRXLeeI/AAAAAAAABJ0/C7DWL6YI1g8/s320/trepidation.bmp </li></ul>

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