Hospitals and Social Media
Ed Bennett, Director of Web StrategyUniversity of Maryland Medical System
Oklahoma Hospital Association – November 12, 2009
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Agenda
What is Social Media?
How can hospitals use these tools?
Current numbers
Our experience at UMMC
Examples from other organizations
1
2
3
4
5The ROI issue
Getting started
6
7
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About Me
Working in the Web since 1994
Many hats:Startup participant
Business consultant
Programmer / Designer
Been at UMMC since 1999
Not a Social Media Expert
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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
It’s where our customers spend their time
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It’s a bunch
of Web Sites
with very silly names
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How can a Hospital use Social Media?
A. How do they use this tool?
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How Are Hospitals Using Social Media?
Customer Service Another contact point for our customers
Community Outreach The people in our physical community are on these sites
EducationA natural extension of our 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
RecruitmentLinkedIn, Facebook and other tools are used to recruit Clinical and Administrative staff
Brand MonitoringPeople are talking about us - What are they saying?
Service RecoveryStep in to offer solutions / change attitudes
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Current Hospital Social Media Accounts
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Rapid Growth – YouTube and Twitter
Number of Hospital Accounts by Month
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The UMMC Social Media Program
Background
Started in the Fall of 2008
Run out of the Web Services Department
Uses Twitter, Facebook and YouTube
Conservative approach
Minimal investment
Goals
Another channel to spread the word about UMMC
Enhances / enables “Word of Mouth”
UMMC brand & reputation monitoring
Media corrections
Puts UMMC “In the Room”
Establishes UMMC as a trusted source in social media spaces
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UMMC YouTube Channel
YouTube.com
One of the largest social media sites
The #2 Search Engine
An easy “safe” choice for hospitals
Transition between push and collaborative models
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UMMC YouTube Channel
YouTube.com/ummc
Over 160 Videos
Duplicates the videos embedded on our Web site
Core content from Maryland Health Today – a professionally produced cable show
Adding 15 to 20 videos each month
Doctor Bios
Patient Testimonials
UMMC Events
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UMMC YouTube Channel
The "Secret Sauce" for getting viewers:Detailed Descriptions
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0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09
YouTube
Umm.edu# of videos watched
The UMMC YouTube Channel
Impact
Each day:
1,500 people watch a video on umm.edu
An additional 600+ people watch on YouTube
These are new visitors, new exposure
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UMMC on Facebook
Facebook.com
Largest Social Network
300 Million active users (30% U.S.)
50% log in everyday
1 Billion pieces of content shared each month
Fastest growth with people age 30+
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UMMC on Facebook
Facebook.com/medcenter
Over 2,000 fans
Tools:
Newsfeeds
Polls
Galleries
Events
Videos
Ask the Expert
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UMMC on Twitter
Twitter.com
Rapid growth
Quick adoption by Hospitals
Lots of media attention (hype)
Long-term commitment
Best for conversations - not push
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UMMC on Twitter
Twitter.com/ummc
3,400 followers
3 to 4 updates / day
Clear identity
Multiple accounts (and some are push..)
80 / 20 rule – it’s not always about UMMC
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UMMC on Twitter
Service Outreach
Reputation monitoring
Quick response
Sincere concern
Converts a negative impression to a positive
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Examples from Other Organizations
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Community Outreach – Sutter Medical Center
Sutter Eden Medical Engages the local community about hospital building plans with this blog and a Twitter feed.
suttermedicalcentercastrovalley.org
twitter.com/SutterEdenMed
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Real-time Education - Aurora Health Care
Bilateral knee replacement surgery
In the first wave of Live OR Twitter events
Advance marketing built viewership from 900 to 2,000 followers in one week
Tracked 20 consultations tied to the event, that resulted in 14 procedures
Local / National press coverage
twitter.com/Aurora_Health
“Had this done about 2 years ago but I know I will learn more today being awake”
“I heard about this on GMA this morning and got excited”
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Referring Physician Outreach - MD Anderson Cancer Center
twitter.com/PhysRelations
Promote use of Referring Physician Portal
Targeted messages on Twitter, Facebook and YouTube
Built Physician loyalty
Saw a 9.5% increase in physician-referred registrations
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Coordinated Program - Childrens Hospital Los Angeles
Invitation to “Share Your Story”
Well designed YouTube Channel
Active Facebook Account w/ over 2,200 Fans
Engaged, conversational Twitter presence
Cross promotion between all sites
"wow . . . looking at your pictures, I can sense that your hospital has the heart and will to take care of your patients."
Blog:www.wearechla.org
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Service Recovery – Scripps Health
twitter.com/Scrippshealth
Monitors Social Networks for the Scripps name
Steps in to help & resolve problems
Typical customer response – Surprise, amazement
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Crisis Communications - Innovis Health
Used a Blog and Twitter during the Spring 2009 floods
Created the blog and had first update posted in one hour
Decreased Media demands & freed phone lines during the emergency
Took control of the message
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Crisis Communications – Scott and White
Used a Blog, Twitter and YouTube during the Fort Hood Crisis
Updated Twitter before the first casualty arrived
Maintained feed with dozens of updates.
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Crisis Communications – Scott and Whitehttp://twitter.com/SWHealthcare
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H1N1 Preparation
Targeting Young Adults
Social Media “Kits” – Badges, embedded widgets, content syndication
Coordinating with independent bloggers
Multiple Twitter feeds with over 800,000 followers
Podcasts, RSS feeds, email lists, text messaging alerts
Education / Outreach – Centers for Disease Control
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Oklahoma Hospitals
www.ebennett.org/ok
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Oklahoma Hospitals – Norman Regional
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These services will continue to grow and grab attention (time spent on site).
An expectation that your organization will be available where they “live.”
An expectation that feedback, commenting, mash-ups, and sharing of your content can be integrated into their community.
The end of traditional “Push-only” Web sites.
What to Expect:
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What’s the ROI?
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A. What’s the ROI for putting your pants on in the morning?*
*David Scott - http://bit.ly/hSzIi
Q. What’s the ROI of Social Media?
What’s the exact ROI of these services?
Pastoral care
Front desk staff
Groundskeepers
Housekeeping staff
Call center
Certain services are expected, as a part of doing business
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Instead of ROI, Think ROC: Return On Connections
1. Positive Word of Mouth
2. Service Recovery
3. Message Influence (not control)
4. Brand Monitoring
5. Instant Feedback
Q. What’s the ROI of Social Media?
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Getting Started With Social Media
You can start small
Look to your internal experts
Consult with your legal team & create policies
Audit courses at SMUG - social-media-university-global.org
Only begin what you can maintain
Be able to respond quickly
Prepare for the negative, but expect mostly positive
Remember, only 400 U.S. hospitals out of 5,000 use social media tools – this is just the beginning
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Thank You
Edward Bennett
Director, Web Strategy
University of Maryland Medical System
410-328-0771
[email protected] / [email protected]
twitter.com/edbennett
ebennett.org / umm.edu
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