Beyond Ad Hoc

CREATING A CRYSTAL CLEAR, WELL STRUCTURED ENGAGEMENT

STRATEGYWHAT WORKS AND WHAT DOESN’T

Strateg ic Soc ia l Media for Heal th CareJu ly 27 , 2010

Bradley W. Job l ingColumbia Univers i ty Department o f

Surgery

Beyond Ad Hoc

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Strategic Social Media for Health Care

Bradley W. Jobling

15 years online marketing and Internet

Strategy

MBA from Columbia Business School

5 years online marketing and web strategy

at Columbia University Medical Center

1 year social media for Department of

Surgery under Dr. Mehmet Oz

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Is social media working for health care?

The WHO used Twitter to communicate, research, and monitor the H1N1

pandemic.

Clinicians are joining Sermo and Ozmosis.

Patients are using Diabetic Connect, Daily Strength, and PatientsLikeMe.

American Well has developed an online care system.

Organized Wisdom is using Twitter to become a health information search

engine.

More money was raised for Haiti in days than during the Indian Ocean

tsunami in weeks.

According to HSC provider reputation was more important than a

doctor’s recommendations.

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How prevalent is social media in US hospitals?

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How prevalent is social media in US hospitals?

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Does social media work for CUMC?

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Why is strategy important?

What is the message of your social media project?

How is social media justified to management? Is there

an ROE?

Who is going to generate the content & monitor pages?

What are the employee policies regarding social

media?

What happens when an issue, crisis or legal

conundrum occurs?

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Social Media Mindset

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1. Determine 1st Program

Inventory marketing & communication programs.

Inventory assets & touch points used in marketing

and communication programs.

Determine an area where a program can be

initiated.

Define objectives, goals, policies, procedures and

budget.

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2. Listen

Google Alerts

Blog Pulse

Buzz Metrics

Surveys

Social Mention

Radian 6

Cymfony

Jive

Viral Heat

Tattler

How to Build Your Own Social Media Monitoring Service (@webmetricsguru) Photo Courtesy Banion1964 http://www.flickr.com/photos/banlon1964/46324162/

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Guidelines & Practices Goals & Metrics

Research best practices

Develop procedures

Write up social media

policy & guidelines

Determine content strategy

Look at current web analytic measures.

Determine what metrics are available

from SM tools.

Set measurable goals to be achieved

from SM program.

Setup new metrics gathering programs

as required and incorporate into overall

analytics.

Start a system to track referrals from

the get-go.

3. Prepare

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4. Engage

Wordpress (Blogs)

HootSuite

Sendible

Radian6

TweetDeck

Ping.fm

KickApps

LiveWorld

APIs Graphic Courtesy Social Media University Global social-media-university-global.org

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4. Engage

Start with basic platforms and grow.

Prime fans and followers from current subscribers,

Place links on all collateral,

Create an editorial calendar.

Search for outside content to post.

Develop internal communication channels.

Monitor responses for follow-up.

Educate and collaborate with other departments and

constituents.

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5. Convert

Photo Courtesy Search Engine People http://www.flickr.com/photos/sepblog/3649959327/

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Web Site Goals

commentsrecommendationsretweetsforwardslinkslikesmentionsinteractions

leadspage viewssubscriberstime on sitebounce rate

6. Measure Successes

Engagement

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Why is content strategy important?

• New requirements for even more content.

• Content may need to be developed diff erently.

• Social media doesn’t always scale.

• Content is distributed across diff erent formats.

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• New requirements place a higher l iabi l i ty on organizat ions and indiv iduals .

• Easier for c l inic ians and employees to release information.

• Good relat ionships can change.

• Legal Department has to adjust to new situat ion.

Why is HIPAA important to strategy?

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What’s Hot?

Blogs

Facebook

Twitter

You Tube

Yahoo! Groups,

Google Health,

Web MD Health Exchange

Care Pages

PatientsLikeMe.com

Twice as many people search rather than ask friends.

PatientsLikeMe – 37,000 members growing 10% per month

60% to 70% Internet users search for health information.

75% of Forrester Creators share health information

66% doctors think online communication will increase in next 18 months.

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What’s Not? …..But warming up

Physician Social Networks: Ozmosis Sermo Medscape Physician Connect

Physician Rating Sites: Angie’s List Yelp RateMDs Healthgrades UCompareHealth (About)

CME LinkedIn CME Group

Sermo, Ozmosis and Mescape Physician Connect are the 3 largest physician social networks.

Sermo and Physicians Connect has over 100,000 members.

Sermo conducts online physician focus groups ranging from $10,000 to $16,000.

Angie’s List has 150 health care categories with 10,000 monthly reviews.

50% of CME providers use social media

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Points to Ponder

90% of hospitals want to acquire new patients with social media. This will take time.

Monitor and listen to feedback, if nothing else.

Incorporate social media into training, internal communication and hiring.

If something bad happens, start at “ground zero”.

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Bradley W. JoblingSocial Media Manager

Columbia University Department of Surgerywww.columbiasurgery.org

[email protected]@bradjobling

www.linkedin.com/in/bradleyjobling

http://www.columbiasurgery.org/

mailto:[email protected]

Beyond Ad Hoc

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