Transcript
Page 1: Mayo Ragan 2011 Presentation

Hospital Social MediaOverview and Current Realities

Ed Bennett

University of Maryland Medical Center

Mayo Clinic Rochester, MN | October, 2011

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Outline

Current Hospital List Numbers

Three Stories from my Hospital Opening Access to Social Media

Patient Support Groups on Facebook

… and this dog

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My Background

Pre-1980 Juggler & Street Performer

1980 - 1994 Microfilm Technician Software Trainer

1994 - 1999Web Entrepreneur

1999- CurrentDirector, Web TechnologyUniversity of Maryland Medical Center

Core Web Management Skills

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Hospital Social Media Types

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Are We Leveling Off?

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Where Are Hospitals in the Hype Cycle?

2009

2010

2011

2012 ?

Goal

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ubicare.com/engagement

Healthcare Engagement Tracker

1,078 Healthcare Facebook Pages

67% have < 1,000 fans - 41% have < 500 fans.

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10th percentile:

• Pages above average 8+ posts per week.

• Pages below average less than 4 posts per week.

Can you average two posts per day?

1,078 Healthcare Facebook Pages:

Healthcare Engagement Tracker

ubicare.com/engagement

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Safe and Sound Uses

Customer Service

Community Outreach

Education

Public Relations

Crisis Communications

Recruitment

Brand Monitoring

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Many (most?) still block access

FUD -Fear, Uncertainty, Doubt

Low clinical participation

Patient / staff expectations

Challenges

“The Placenta Incident”

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Opening Access at UMMC

Websense in place since 2004

Blocking Facebook

Most Blogging platforms

Social media widgets

Broke many non-social media sites

Broke patient education / professional resources

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Opening Access at UMMC

Why Change?

Patient Satisfaction – #1 Driver

Respect for Hospital Staff

Lessons learned from the first Web cycle

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Opening Access at UMMC

The Process – all of 2010

Driven by our CEO

Lots of meetings and memos with

Legal / Compliance / IT / HR

Clinical Leadership

Policies and staff guidelines

Education and training

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One Year Later…

Opened access on January 1, 2011 !

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Opening Access at UMMC

Results

A “No Drama” launch

Decreased patient complaints

Increased employee awareness

Social media = business as usual

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Patient Support Groups

Four groups:

Liver Transplant

Digestive Diseases

Hepatitis C

Trauma Survivors

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Patient Support Groups

Outgrowth of traditional IRL groups

Managed by the same group leader, usually a Nurse Practitioner

Mix of Closed & Secret Groups

Set up and sanctioned by the UMMC Communications Department

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Patient Support Groups on Facebook

Results:

Activity level varies by group

Support, knowledge exchange

“Does this happen to anyone else?”

Mix of health and other topics

Projects and Events like a group luncheon

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Fundraising

Fundraising Event for our Cancer Center

A major Maryland race

Over 2,000 runners

Plus one unexpected guest…

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Dozer the Dog

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Embed First Video

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The Dozer Timeline

Sunday May 15, 2011 - Race day, Dozer joins the fun

Monday: Dozer’s owners contact UMMC We contact local / national news

Tuesday:Post short videoCreate Dozer donation page

Wednesday:Story picked up on personal blogs 495 YouTube Views $390 donations from 14 people

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Dozer Donation Page

Umm.edu/Dozer

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The Dozer Timeline

Thursday May 19:

Attention on Fox News, ESPN, Runners World, etc.

More blog posts embedding the first YouTube Video

Race officials meet with dozer family, give him a medal

3,517 YouTube Views - $600 donations from 16 people

Friday May 20:

Publish Second Video with text narrative

Web attention from the Today Show, Runners World, and many personal blogs (Runners and Dog Lovers)

65,815 YouTube Views - $1,338 from 61 people

www.umgcc.org/news/dozer-in-the-news.htm

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Dozer FacebookFan Page

Created

May 26, 2011

facebook.com/dozerthedogfanpage

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What Viral Looks Like

5/15/8

5/155/22

5/296/5

6/126/19

6/267/3

7/107/17

7/247/31

8/78/14

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

Traffic to UMMC YouTube Videos1,700 to 2,500 Views per day

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What Viral Looks Like

5/15/8

5/155/22

5/296/5

6/126/19

6/267/3

7/107/17

7/247/31

8/78/14

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000 Second Dozer VideoFirst Dozer VideoAll other UMMC Videos

75,000 Views

15,000

13,000

16,000

52,000

GoogleYahooYouTubeSearch13,000

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Two videos

Three blog posts

Multiple Twitter updates

Fundraising page

Dozer Facebook page

Response and Results

Dozens of blog / web posts

Over 500,000 YouTube views

$25,000 raised from 400 donors

UMMC Web / Social Media Efforts

Results:

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Media relations

Web \ Video production

Social media

Foundation

Lessons Learned

It’s a Team Effort

Recognize the opportunity

Understand context

Don’t hesitate

Be Agile

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What’s Your Story?

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Ed Bennett

Director of Web & Communications TechnologyUniversity of Maryland Medical Center

[email protected] / [email protected] umm.edu / ebennett.orgTwitter: @edbennett

Presentation and Discussion at:

http://ebennett.org/mayo2011

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Credits

Rainbow Photo - ChristopherHarrison.net


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