healthcare social media
TRANSCRIPT
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Healthcare Social Media by Kelly Mellott and Stacey Simon
March 29, 2014
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• Point Park University ‘07
• UPMC’s first full-time social media manager• 5+ years media relations experience• 4+ years social media experience
• Proud “parent”
About Stacey
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• Press releases• Pitching• Press conferences
• Online newsroom• …Twitter!
Media Relations Background
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UPMC Facebook Page
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• Launched Facebook Page Jan. 2010• Posted mainly news stories at first• Expanded gradually
• The wall = “What, they can talk back to us!?”
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• First step = listen! • Expressed safety measures taken• Corrected false rumors• Earned credibility as the source of information
Tweeting During a Crisis
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• Dec. 2009: Social media committee presents “business case”• Jan. 2010: Launched UPMC Facebook Page• Feb. 2011: Started @UPMCnews Twitter account• March 2011: Presented 2nd “business case” for expanded
resources• March 2012: One full-time social media position created• May 2012: Added more strategic/engaging content to the mix• Fall 2012: Added additional profiles for UPMC’s sub brands
(UPMC East, CancerCenter, Magee, Sports Medicine)• November 2012: One-person “team” grows to two!• January 2013: Social media strategy is formalized • Summer 2013: Corporate presence expands to LinkedIn, Instagram, Vine,
Pinterest and Google+• December 2013: Third social media employee is added! • February 2014: Consumer-facing blog launches
UPMC’s Social Media Past
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UPMC’s Social Media Team Setup
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Sr. Engagement ManagerKate Powell
Email and Social
Social Media ManagerStacey Simon
Strategy and policy
Specialist ILigaya Scaff
Team support
Specialist IIJulia Kramkova
Content strategy
Digital DesignerDual UPMC.com and Social Media
VideographersMarketing, Web, Public Relations
UPMC Health Plan
Children’s Hospital of Pittsburgh
UPMC Careers
Design and video support:
Corporate Social Media Team: System partners:
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• BA Journalism, Magazine Concentration
• Focused in traditional print mediums• Blogging and “Citizen Journalism”
were new topics• By senior year, our Honors Program
students were making multimedia content with recorded sound, video and images
• Venus Zine– Editorial Internship 2 years
• Front of Book Writer to larger pieces
• Web Writing• Assistant Fashion Editor• Myspace, Facebook, YouTube –
Venus Zine TV– No Editorial Positions = Marketing!
• Section Editor, Staff Writer
Journalism Background
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• Editor, Prime Publishing– Web Content Production from Launch– Blogging– SEO– Developed social channels and content calendars
• Freelance Web Content– Content Production Companies– Real Estate, Finance, Local News Publications, Wine Blog
Web Editorial Experience
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Healthcare Experience
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• National Ovarian Cancer Coalition– All things
communications, public relations and Advertising
– PSA Development – Social Media Channels
• YouTube, LinkedIn, Twitter, Facebook, Pinterest
• National and Chapter initiatives
• First digital awareness campaign #WhyTeal
Healthcare Experience
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• UPMC• Focus on content
development and strategy• Four Main channels:
• UPMC• CancerCenter• Magee-Womens
Hospital• UPMC East
• Develop content for new platforms
• YouTube Channel• LinkedIn• Google +• Pinterest
• Precision Therapeutics Inc.
• Personalized medicine and pharmacogenomics
• First ever digital marketing strategy
• Revamping all social and digital efforts
• New audience focus:• Ovarian Cancer
Patients• Gynecologic
Oncologists
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• Pillars of Journalism– Accuracy– Engaging Story– Timeliness– Establish Expertise – Understand your audience
• “Write about what you know…”
• Social Media adds the “conversation”
Journalistic Approach
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Would it go on a Magazine Cover?
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• “Brand Journalism”– Using specially-designed content to attract customer attention– or in this case,
patients
• “Content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.”
- The Content Marketing Institute
- Take-away ratio
“Content Marketing”
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Example
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• Editorial Calendars– Daily themes– Monthly themes
• Topics that are “top of mind” to the public– Regular features
• Establish a rhythm to keep fan base coming back
The Process
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Adding a voice to the noise
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The “Angelina Effect”
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Cancer Conversation
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Cancer Conversation
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Content Calendars
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1. We aim to work 1 month in advance– Outline the month with brand priorities, themes and holidays
2. Add in regular features
3. Work with Clinical Marketing to support priorities and create engaging angle, find expert sources
4. Tailor to the medium
5. Create rich content
6. Fact check, fact check, fact check
7. Adjust and be flexible!
The Process
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• Overall goal – “Life Changing Medicine”
– Educate– Engage– Enlighten– Entertain
Proactive Content
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Educate: General Health info, about UPMC, health observances
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Educate: General Health info, about UPMC, health observances
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Engage: Trivia, Audience Qs, Fact or Fiction, Q&As, Employees
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Engage: Trivia, Audience Qs, Fact or Fiction, Q&As, Employees
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Enlighten: behind-the-scenes, media, patient stories
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Entertain: quotes, holidays, local, rich content
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Creating Rich Content
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Infographics
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Telling the patient story
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Patient Story Amplification Project
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Patient Story Amplification Project
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Story Amplification Project
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• Show the audience you are listening – join the conversation– What is your audience talking about?
Reactive Posts
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• Stronger following– Began using Facebook Advertising for
promoted posts (Like ads coming soon) and doubled Facebook fan base since March 2013
– Larger social media staff needed to support larger fan base
• Acquired Social Media Management System (SMMS) – Spredfast
• Launched consumer-facing blog
• Expanded monthly reporting
Growth in the past year
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Summary Stats – Corporate Channels
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An image detailing surprising ingredients found on popular sodas was the month’s highest-reaching organic post on UPMC’s Facebook. The photo was shared 50 times by fans, resulting in additional commentary and engagement from non-fans.
What we learned:• Dynamic, sharable content performs well• UPMC’s audience is interested in general
nutrition information
Moving forward:
We will investigate additional opportunities for information-heavy, sharable photos to continue to educate our audience and increase the visibility of our posts
What’s in your Soda?Channel: UPMC FacebookTiming: 8:30 a.m. Saturday, Jan. 4
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1. Legal Limitations
• Taking advantage of user-generated content may be a cumbersome process
• What are contests without prizes?
• Federal patient privacy laws affect how we engage
Challenges
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2. Tough Crowd
• “Evil empire”
• Sensitive subject matter
• Modest fan base
Challenges
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Facebook Likes
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Mayo Clinic on Facebook(500,000+ Likes)
UPMC on Facebook(15,000+ Likes)
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Facebook Use Among Hospitals
Hospital * Fans
1 Cleveland Clinic (4) 874,514
2 Mayo Clinic (3) 505,850
3 Johns Hopkins Hospital, Baltimore (1) 143,872
4 Barnes-Jewish Hospital/Washington University(15)
58,906
5 New York-Presbyterian (7) 40,863
6 Brigham and Women’s Hospital (9) 18,964
7 Massachusetts General Hospital (2) 17,576
8 UPMC (10) 15,027
9 USCF Medical Center (7) 14,422
10 University Hospitals Case Medical Center (18) 11,451
11 Cedars-Sinai Medical Center(13) 9,166
12 Northwestern Memorial Hospital (6) 8,943
13 Thomas Jefferson University Hospital (17) 7,775
14 Duke Univ. Medical Center (12) 7,027
15 Ronald Reagan UCLA Medical Center (5) 7,173
16 Hospital of the University of Pennsylvania (11) 6,947
17 IU Health Academic Health Center (16) 6,120
18 NYU Langone Medical Center (14) 4,714
U.S. News “Honor Roll” Hospitals (By # Facebook Fans)
* U.S. News “Honor Roll” Ranking in parentheses
• 1,292 U.S. hospitals currently use Facebook.Source: http://network.socialmedia.mayoclinic.org/hcsml-grid/
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3. Old-school mentality
• Many leaders still are not receptive of social media
• Edgy ideas normally don’t make it through the approval process
• Accustomed to sales-y, one-way marketing (Ads don’t talk back!)
Challenges
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What lies ahead?
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• Making an effort with Google+ - first Google Hangout in April!
• Tackling legal roadblocks
• Expanding creative resources with the goal of creating more content – both timely and cross-channel
What lies ahead?
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Questions?
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Stacey SimonSocial Media Manager, UPMCTwitter: @StaceyLSimonLinkedIn: LinkedIn.com/in/StaceySimonEmail: [email protected]
Kelly MellottDigital Marketing Strategist, Precision Therapeutics LinkedIn: Linkedin.com/in/KellyMellottEmail: [email protected]
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Tips and guidelines to consider: • Sensitivity and Empathy – pretend you are the patient or a family member,
walk in their shoes and never make promises. There are no certainties in healthcare!
• Privacy and Legal parameters – HIPAA, patient information, employee and patient safety
• Medical Accuracy – only trusted sources, make sure it can be proven• Big Pond – With 65,000 employees and an even larger patient pool, the
social media team are the small fish • Politics – remember this is still a business; facilities, experts and partners• Audience – limited attention-span and knowledge
Creating Content
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Patient Relations Connect you to patients and families
Public Relations Current events; media
Clinical Marketing Clinical service lines, experts/employees
Administration Issues affecting operations, anything extreme (+/-)
Design/Video Rich content production
Contacts and Resources
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Challenge #1: Testicular Cancer Awareness Month
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Service Line: UPMC CancerCenterChallenges: UPMC CancerCenter wants to promote network sites and its new campaign, “Centered on Cancer, Focused on You.” April is Testicular Cancer Awareness Month but it is an extremely sensitive and private cancer.
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Solution #1: Testicular Cancer Awareness Month
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Challenge #2: The Walking Dead; Everyone loves Zombies!
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Service Line: openChallenges: Zombies have hit mainstream media and we want in on the action. However, zombies are not exactly sensitive, not medically accurate.
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Solution #2: The Walking Dead; Everyone loves Zombies!
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Challenge #3: Pittsburgh Penguins
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Service Line: UPMC Sports MedicineChallenges: Everyone knows that Pittsburghers love their sports teams. UPMC is the official sports medicine provider of the Pittsburgh Penguins. We want to promote the partnership during Pens season, but the Pens and the NHL are very sensitive about alluding to any type of injury and we cannot use images or names of any individual team members.
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Solution #3: Pittsburgh Penguins
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Challenge #4: National Picnic Day
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Service Line: openChallenges: National Picnic Day is coming up and we’re using this as content inspiration because we know our audience connects with awareness days and holidays. We want to do something fun but it needs a health angle.
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• http://bit.ly/1fp145Q
Solution #4: National Picnic Day
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Challenge #5: Holiday spirit
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Service Line: Trauma ServicesChallenges: It’s the holiday season but we need to promote our trauma service line. We want to keep the spirit light, sensitive to religious differences and the focus on medicine.
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Solution #5: Holiday spirit
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Questions?
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Stacey SimonSocial Media Manager, UPMCTwitter: @StaceyLSimonLinkedIn: LinkedIn.com/in/StaceySimonEmail: [email protected]
Kelly MellottDigital Marketing Strategist, Precision Therapeutics LinkedIn: Linkedin.com/in/KellyMellottEmail: [email protected]