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Build your hospital's reputation with Web 2.0

measurementDavid Bennett, Ph.D.

Senior Vice President Interactive Solutions

StayWell Custom Communications

2Build your hospital's reputation with Web 2.0 Measurement, October 5, 2009

Give Them What they Want

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Video and Audio Lengths?

This is consistent with what we

found at the Medical University of

South Carolina

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Online Video Health Sites Continue to Grow

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Consumer Focused Video Sites

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Physician Targeted Video Sites

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YouTube Allows for User Generated Advertising of Your Services

Embed code fordistribution of video

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Video Goes Viral

Insure that you brand your

content and include contact

information. The best practice

would be to use a unique

telephone number in order to

track your content.

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Share your Content with the World

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Online Video Patient Stories to Qualifiers

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Bariatric Video Program Drives Business

There were 888 people who viewed the on-

line Bariatric Videos over an 11 month

period and provided enough demographic

information to track in MUSC’s Accounting

Systems.

Of those 888 people, 131 people (14.75%)

had 523 subsequent encounters with GI

Surgery.

Of those 131 people 62 (47.33%) were

considered new to MUSC with this being

their first encounter.

12Build your hospital's reputation with Web 2.0 Measurement, October 5, 2009

MUSC Bariatric Video Return on Investment

$ 772,000.00

$ 8,000.00

$ 780,000.00

Web Development and Video Production Costs

Revenue Generated by patients who registered online

and watched the video

TOTAL REVENUE LESS EXPENSES

* Excludes Adwords Expenditures to Drive Site Traffic

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Podcast Audience Demographics

Source: PEW/ Internet August 2008

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Consumer Generated Custom RSS Feeds

MUSC offers the ability to dynamically subscribe to podcasts based on key words.

This allows the end user to create a custom RSS feed of their own.

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Disease and Treatment Focused Content

180+ Physicians

helped produce the

content.

Single podcast focus

differed from the

general approach of

creating a series but is

in line with the way

consumers search for

health information.

One of our goals as a

public institution was

to was to increase

health literacy.

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Pregnancy Series

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Sponsorships Create a Winning Combination

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i-Tunes Allows us to Spread the Word

MUSC has 62 Channels and continues to grow on i-Tunes

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Give them Options

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E-Mail Makes it Simple to Subscribe

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E-Mail Subscriptions

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Customize and Brand your with FeedBurner

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Delivery and Tracking with FeedBurner

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Gathering Feedback from the World

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More Sample Feedback

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New Media Allows you to Create Dialogues with Potential Customers

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International Feedback

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Enhanced Physician Profiles

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Podcasts and Video Go Social

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Custom Downloadable Widgets

MUSC offers the downloadable custom widgets for its feeds through SpringWidgets.

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More Options- Widgets

Widgets can spread your

message through social media

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Building your reputation with Widgets

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Beyond the Web- Text Messaging

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Use of New Media in other Electronic Mediums is a Winning Strategy

New Media isIntegrated in all of MUSC’s e-Newsletters

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e-Newsletters- Embedded Video Engages

Integration of video into e-Newsletters

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Blogging with Physician Involvement

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New Media Goes Mobile at MUSC

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Search is Critical to Engagement

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Questions?