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A teaching hospital of
Harvard Medical School
The Power of Blo in
Jaime Lyons.
Beth Israel Deaconess Medical Center
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Beth Israel Deaconess Medical Center
Harvard teaching hospitallocated in Boston, Ma
patient care, biomedical
research, teaching andcommun y serv ce.
621 licensed beds
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New BIDMC Web Site
In September of 08 the new bidmc.org site went live The site took a total of 2 years to build
Replaced an old, out-of-date static hospital Web site
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,
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Evolution of the BIDMC Web Site
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Evolution of the BIDMC Web Site
Features added to the new BIDMC site include: Chats
Podcasts
E-Letters Video
Webinars
Blogs
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Awards and Honors
Bidmc.org has recently received awards including: Gold Lamplighter Award
Gold Horizon Interactive Award
Interactive Media Award
Hermes Award
Stevie Award Finalist
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Blogging, whose doing it?
In 2007 Business Week Magazine noted that there were
15.5 million active blogs!
One in three online Americans now read blogs at leastonce a mon , w e commen on em. og
readers as a group grew by nearly 50% over this past
ear. uoted from Forrester Research: October 20
2008)
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Know Your Blogcabulary!
Blogcabulary:The words youll need to learn in order to speak the language of blogs
Blog:An online diary; a personal chronological log of thoughts published on a Web page; also called
Web log
Blogger
BloggorheaWhen you just cant stop blogging or post too much information
BlogiliciousSomething you just have to share on your blog
BlogstipationWhen you want to blog but just cant think of anything to post
ogstros tyPosting/blogging way, way too muchto the point that its frighteningly impressive
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Why Should We Blog?
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Why Blog?
e so e o s u g
OMG! Let
Did I tell you
me e you
all about me! How do you feel aboutsomeone who
that Im so
good at.
you?
Do you feel close tosomeone who never
gives you an
opportunity to share
your opinion?
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Reason #1 Relationship Building!
The day of the Were Wonderful sites are over! When we give users the opportunity to give their
opinions, converse with our staff, etc. relationships are
built.
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Reason #2 Adding Personality
Its one thing to say you are something, and another todemonstrate the quality.
At BIDMC, we consider ourselves Harvard with a heart
Our Living with Breast Cancer blog demonstrates that
ualit throu h the words of the social worker author of the
blog.
Her personality is added and reinforces our Harvard with a
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Reason #3 Thought Leadership
Blogging about a topicallows your institution to
topic.
Gives a forum for yourns u on s oug ea ers
to share their information
with the public.
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Reason #4 Repeat Visitors
Interesting blogs will
generate loyal readers.
A blo can become ust like
a book you cant put down.
Repeat visitors are more apt
your institution.
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Reason #5 Promote Services and Physicians
Through blogging, we can promote services andphysicians passively, which is often more effective than
.
The blogger will be marketing themselves by simply
sharing their thoughts and in effect marketing the serviceey represen .
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Reason #6 SEO
The content added to blogson your institutions Web
more easily find you!
If your blog topics represente s ra eg c n a ves o
your institution, every time
the topic is blogged about
more re evan eywor s areadded to your site.
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Reason #7 Viral Marketing
talking on your blog,
theyre more apt to
to friends and family.
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Branding through Blogging
A true opportunity to enhance your brand bydisplaying the personalities that make your brand.
A brand will emerge whether you want it to or not!
You can shape your brand by answering a fewques ons pr or o s ar ng your og.
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a s your ran
Are you the compassionate hospital?
Are ou the most technicall advanced hos ital?
What do you hope people say about you when youre not in
the room? What topics and peop e around your institution are a
true reflection of your brand?
message you are trying to create
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In other words, if you would
like to be considered as a
compassionate hospital, dont
choose someone with this
reputation as a blogger!!! You
will brake your brand because
his or her ersonalit will
come out!
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Branding with Blogs
Monitor and participate in conversations about you. learn how were perceived
build a relationship with someone and influence their
perceptions
do dama e control b correctin errors and ivin two sides
of the story
Through a blog you may get tips on how to grow and
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Trackin Your Blo Your blog statistics keep you focused. Set blogging goals and
track whether ou are meetin them or not. Lookin at our
statistics, you will know if you have achieved your goals, aremaking progress, or are off-track.
Blog statistics help you plan effectively. By knowing how
people are coming to your blog, what theyre reading, and whatac ons ey re a ng, you can ma e more oug u c o ces
about which topics work and which do not.
Blog stats can wake you up. Whether youve underestimatedthe value of your blog or have gotten complacent about adding
value, knowing your statistics will give you a snapshot of reality.
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The O osition!
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ou wan me o ogIm the Chief of Neurosurgery,not Perez Hilton!!!! Isnt
blogging for teenagers?
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The O osition!Users could say
anything!What happens if someone
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e ppos on
I dont have time fora blog!!!!
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Liability What if theydiagnose each other?
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strategy
Disclaimers Plan your blogs path out in advance
Bloggers should be interesting people with interesting
things to say Integrating your blog with the rest of your Web site
Your blog needs to be marketed in order for people to
If your blogs are not moderated, someone needs to
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Blogging at BIDMC
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BIDMC Blog Implementation
Blogging has expanded the BIDMC brand by: Building awareness of bidmc.org as a health information
resource y engag ng users n mc.org ea t y s og
Demonstrating compassion through condition-oriented
support blogs (Living with Breast Cancer blog) Building personality (Trials and Tribulations of a New
Mom blog)
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Healthy Is
Created in May 09 to satisfy the following marketinggoal:
Engaging consumers with health information with non-traditional media is
our goal. By being more buzz-worthy than traditional campaigns we canget recognized in the frenzy of todays healthcare advertising on a limited
budget.
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Our Concept
Healthy is _________.
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Rolling Out the Campaign
Phase 1: Employee Driven Campaign
The campaign began internally before doing any paid
Email to employees about campaign and ask them to show
BIDMC spirit by: Using bumper stickers
Wearing t-shirts
Submitting photos of healthy activities while wearing T-shirts
T-shirts at events Tables in cafeterias to pass out bumper stickers and T-shirts
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Rolling Out the Campaign
Phase 2: External Paid Campaign
Just two weeks after implementing the internal plan,e pa por on o e campa gn w eg n
Web Banners
r nt vert s ng
Radio
Facebook & Twitter Guerilla/Street Marketing
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Radio Script (30 second spot)
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Living with Breast Cancer Blog
Part of Breast Cancer Support Net
Written by the Director of Breast Cancer Social Work,
Hester Hill.
Hester is a 2 time survivor of breast cancer.
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Topics Discussed
Anything and everything regarding being a breast cancer
patient. Specific topics include:
Dealing with hair loss
Dealing with hair growing back in after treatment
Sleep problems w/ breast cancer
Recent research findings
And, much, much more
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From post titled In the Beginning
This is as bad as it gets. There are few promises associated with cancer treatment,but this is one of them. The first days and weeks after hearing a cancer diagnosis arealways an emotional catastrophe. You can think of little else but cancer. Probably,
ou are not slee in well and either eatin not enou h or wa too much. You are inthe front car of the famous emotional roller coaster, holding on tightly, and at the
mercy of intense feelings and too many medical appointments.
.getting through half a day, or even half an hour, at a time. Dont worry about yourdiet; if ice cream is all that will slide past the lump in your throat, forget about thecalories. Comfort food reigns right now. You have to sleep. Ask your doctor what
.meds by taking them for a week or two. Move your body. Whenever you feeloverwhelmed and upset, get up and do something. It matters less what you do thanthat you do it: take a walk, wash dishes, telephone a friend. Find distractions: watch
, , . ,
unhelpful.
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Trials and Tribulations of a New Mom Blog
A blog authored by Jessica Doherty, a new mom who
works at BIDMC
Blog started prior to giving birth to first child
Honest and open view of childbirth and new
mo er oo
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Topics Discussed
The count down to labor
Dealing with preeclampsia
Sleep deprivation
Emotions and stress with new baby And much more!
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From ost titled Heav Issues
It has been 8 weeks and Hannah is officially 2 months old! I can't believehow fast time has gone. It has been an amazing experience with lots of upsan some ma or owns as we . nce ry o e ru u an ones wthis blog, I will share with you one of my biggest downs...
'deal with just after you have your baby. For me, I was very emotional dueto the change in hormones, of course...BUT- do most women tell you that
they cry a ton, wishing their post baby weight would come off? I do! Ireally do- it is very hard to STILL be wearing my maternity jeans 8 weeksafter giving birth! And did I mention I have been working out every dayand eating right too? Oh, and breastfeeding is supposed to "suck the fat
" ' '... , ,
seriously...I still have a ways to go. (Oh, did I mention I gained awhopping 60 pounds with Hannah in my belly!?!?!?- don't tell anyone!Hahaha!)
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Running a Hospital Blog
Blog run by Paul Levy, CEO and President of BIDMC
Purposely not connected to bidmc.org
Runningahospital.blogspot.com
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From post titled Looking for Your Help
Over the past two years, I have shared things with readers of this blog that usually arenot made public by the CEO of an organization. I have done so because I think theissues facing hospitals are of sufficient societal import -- i.e., beyond the particularinterests of our own hospital -- that they warrant public attention and discourse.
,educational materials to others, and what works better at that than real time case studiesof what we are going through?
In so doing, I show us for what we are in real time, warts and all. This makes usvu nera e to nasty anonymous commenters n t e ogosp ere, as we as to peop ewho think they benefit from embarrassing us and making us uncomfortable. And, evena few of my board members have said, from time time, "Transparency is one thing, butdid you have to post that?" The answer is that this is an experiment in real time, but thatI believe BIDMC ends u bein a stron er, more effective, more efficient, and morehumane organization for having done so.
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Blogging Thoughts to Leave You With
Stop talking at people!
Dont be scared, jump in, the water is warm!
The technology is waiting for you, dont let more time
pass you by!
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Other Corporate Blogs for Inspiration
Ebay www.ebaychatter.com
Marriot www.blogs.marriott.com
Monster http://monster.typepad.com/monsterblog
Walmart www.checkoutblog.com
Wholefoods http://blog.wholefoodsmarket.com
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