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Slide 1: Hospitals and Social Media A Survey of Best Practices Ed Bennett, Director of Web Strategy University of Maryland Medical System
Slide 2: What is Social Media? • • • • • • It’s a conversation, not a lecture It’s an extension of everyday interaction It’s group driven, not top-down It’s messy, disorganized & hard to control It’s a tool, not an end-point But most of all…
Slide 3: It’s a bunch of Web Sites with very silly names
Slide 4: Web / Health 2.0 as a Disruptive Force Health Care Values Risk Adverse Information from authoritative sources Long deployment lead times Web / Health 2.0 Values Risk Taking Information from trusted networks Quick deployment Intellectual Property is closely Uses licenses with few guarded restrictions Source: John Sharp - ehealth.johnwsharp.com
Slide 5: How can a Hospital use Social Media? A. How do they use this tool?
Slide 6: How can a Hospital use Social Media? Customer Service: Contact point for our customers, catch problems early. Community Outreach: The people in our physical community are on these sites. Patient Education: Natural extension of efforts to reach & teach. Public Relations: The media is there looking for stories & sources. Crisis Communications: Take control of the message, and keep community updated in real-time.
Slide 7: Social Media Adoption Curve collaboration relationships participation broadcast observation education 1-way → 2-way take value → add value social media experience mixtmediastrategies.com
Slide 8: Hospital Social Networking Accounts 250 U.S. Hospitals: 160 Twitter 131 YouTube 94 Facebook 24 Blogs Data as of May 3, 2009 - Source: ebennett.org/data
Slide 9: Social Media at the University of Maryland Medical System University Of Maryland Medical System • Nine hospital system • App. 2,000 beds Univ. Of Maryland Medical Center • 669 Beds • 32,000 inpatients / 300,000 outpatients • A partner with the Univ. of Md. School of Medicine • Home of the Shock Trauma Center www.umms.org www.umms.org www.umm.edu
Slide 10: YouTube • One of largest Social Media sites • # 2 Search Engine • Easiest / Safest for Hospitals • Transition between push and collaborative models www.youtube.com/ummc
Slide 11: UMMC YouTube Videos Over 100 videos Duplicates umm.edu site content Based on educational cable TV show www.youtube.com/ummc
Slide 12: The "Secret Sauce" for getting viewers: Detailed Descriptions
Slide 13: YouTube Traffic Our hospital site gets over 75,000 visitors / day 1,500 watch a video on www.umm.edu YouTube Videos are watched 600 times / day 80,000 70,000 60,000 50,000 40,000 Umm.edu 30,000 20,000 10,000 0 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 UMM Video Consumption YouTube These are new visitors – new exposure
Slide 14: Facebook • The largest Social Network with 200 million active users. • Demographics shifting to match population • Patients want to share their stories • We are still learning, Facebook can be a confusing place • It’s blocked at our hospital! www.umm.edu/fb
Slide 15: Twitter • The new kid on the block, with lots of media attention • Fastest acceptance by Hospitals • Simple to understand & to start using • A long-term commitment • Best used for conversations not push www.twitter.com/ummc
Slide 16: RT @UMMC A good measure of engagement Do people like what we post? Rule of Thirds don't always talk about yourself Note - only story on this ReTweet list that’s about UMMC
Slide 17: Media Engagement Twitter, UMMS and the AP Early December 2008, an AP Reporter sees this conversation on Twitter
Slide 18: Media Engagement Twitter, UMMC and the AP "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. The story makes it appear we are doing furloughs. After showing AP the original Tweets, they issue a clarification.
Slide 19: Best Practices at other Hospitals • Community Engagement • Real-time education • Referring Physician Outreach • Coordinated Social Media Programs • Customer Service • Crisis Communications
Slide 20: Community Outreach twitter.com/SutterEdenMed Sutter Eden Medical Engages the local community about hospital building plans with this blog and a Twitter feed. suttermedicalcentercastrovalley.org
Slide 21: Real-time Education 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 Henry Ford Health • Series of Live Surgical Twitter-casts • Q and A with Surgeons • Updates in real-time • Seen as an educational tool first / Promotional tool second • HFH received national press coverage • Estimate 500+ followed in real-time
Slide 22: Referring Physician Outreach MD Anderson Cancer Center Using Twitter, Facebook and YouTube to promote use of Referring Physician Portals Builds Patient volume and physician loyalty 9.5% increase in registrations twitter.com/PhysRelations
Slide 23: Coordinated Social Media Programs "Sharing" blog is hub for: • Facebook • YouTube • Twitter Clear guidelines for employees and blog submissions Employees seen as brand ambassadors sharing.mayoclinic.org
Slide 24: Customer Service Scripps Health: Monitors Social Networks for the Scripps name Steps in to help & resolve problems twitter.com/Scrippshealth
Slide 25: Crisis Communications 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
Slide 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?
Slide 27: Thank You Edward Bennett Director, Web Strategy University of Maryland Medical System 410-328-0771 ed@ebennett.org http://ebennett.org