hootsuite in the hospital -- twittering a surgery case study

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A hospital demonstrates a commitment to innovation and patient education by live Twittering a surgical procedure direct from the operating room using HootSuite and Ow.ly . HootSuite in the Operating Suite: Situation When an opportunity to broadcast a surgery arose, High Point Regional Health System decided to use a social media tools to share the surgery with potential patients. According to Kelley O'Brien, Interactive Media Specialist at High Point Regional , "We had discussed some other live options, but decided to proceed with carrying the surgery live via Twitter using HootSuite." The campaign presented unique challenges including sterilizing laptops and Ethernet cables, as well as sharing useful information while ensuring the patient's comfort during an important surgery. "Tweeting the surgery with HootSuite demonstrated the health system’s progressiveness inside and outside the operating room." Kelley O'Brien, Interactive Media Specialist, High Point Regional Health System 1/2 1 Objective High Point wanted to showcase their state-of-the-technology "da Vinci Si" surgical equipment to a target audience of potential patients. Additionally, they sought to experiment with the possibilities of new media as a patient education and outreach tool and demonstrate the hospital’s progressive-ness inside and outside the operating room. 2 Why HootSuite? High Point chose HootSuite as the primary campaign tool for the ability to quickly post multi-media and short links from within the dashboard as well as the built-in reporting capabilities. 3 High Point Regional Hospital is a part of a not-for-profit, community-based group offering a wide variety of inpatient and outpatient care. highpointregional.com twitter.com/hprhs ow.ly/user/HPRHS youtube.com/HighPointRegional

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Page 1: HootSuite in the Hospital -- Twittering a Surgery Case Study

A hospital demonstrates a commitment to innovation and patient education by live Twittering a surgical procedure direct from the operating room using HootSuite and Ow.ly.

HootSuite in the Operating Suite:

SituationWhen an opportunity to broadcast a surgery arose, High Point Regional Health System decided to use a social media tools to share the surgery with potential patients.

According to Kelley O'Brien, Interactive Media Specialist at High Point Regional , "We had discussed some other live options, but decided to proceed with carrying the surgery livevia Twitter using HootSuite."

The campaign presented unique challenges including sterilizing laptops and Ethernet cables, as well as sharing useful information while ensuring the patient's comfort during an important surgery.

"Tweeting the surgery with HootSuite

demonstrated the health system’s

progressiveness inside and outside the

operating room."

Kelley O'Brien, Interactive Media Specialist,

High Point Regional Health System

1/2

1

ObjectiveHigh Point wanted to showcase their state-of-the-technology "da Vinci Si" surgical equipment to a target audience of potential patients.

Additionally, they sought to experiment with the possibilities of new media as a patient education and outreach tool and demonstrate the hospital’s progressive-ness inside and outside the operating room.

2

Why HootSuite?High Point chose HootSuite as the primary campaign tool forthe ability to quickly post multi-media and short links from within the dashboard as well as the built-in reporting capabilities.

3

High Point Regional Hospital is a part of a not-for-profit, community-based group

offering a wide variety of inpatient and outpatient care.

highpointregional.com

twitter.com/hprhs

ow.ly/user/HPRHS

youtube.com/HighPointRegional

Page 2: HootSuite in the Hospital -- Twittering a Surgery Case Study

in the Hospital

Campaign TacticsO'Brein actively provided play-by-play of the delicate prostate removal surgery starting with the preparation and included medical-related facts. Her resulting 44 updates featured photos shared on Ow.ly/HPRS which showed both the operating room and the internal organs as viewed through the robot's viewing screens.

In the Operating RoomTo accommodate the extra personnel, the surgery was performed in the hospital's largest surgical suite. Kelley O'Brien (@kelleyob), worked from a laptop on a sanitized metal desk behind the surgical robot's monitors allowing for the best view of the surgery and easy communication with the team.

What’s Next?

More HootSuite:

The hospital is planning more social media driven campaigns including live workshops to, “start relating to patients in new ways” (O’Brien). These Twitter-centric campaigns are supported by other social channels including (unexpectedly humorous) videos about serious issues like about stroke awareness, on Youtube.

Measuring ResultsDespite a short lead-up time to the campaign, there was dozens of participants in the conversation and during the approximately 2 hour procedure, the hospital gained 28 additional followers.

Local newspaper,"The  News  and  Record" covered the event in "Follow a local surgery live via Twitter" http://ow.ly/26s2s and included the patient's motivations:

To encourage participation in the conversation, the hospital used a hashtag #HPRHSLive which allowed easy tracking for campaign archiving plus is generic enough to be reused on future campaigns.

These 40+ RTs and mentions resulted in valuable positive brand sentiment.

Their participation resulted in a narrative with the surgeon Craig Hall, M.D. who answered medical-specific questions sent by the online audience.

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#HPRHSLIVE  Here's  a  

snapshot  of  the  staff  

preparing  for  surgery  

http://ow.ly/i/16AZ

From  @donnie_T:  Fascinating.  

High  Point  Regional  Health  

Systems  using  Twitter  to  provide  

live  play  by  play  of  a  surgery.  

Follow  #HPRHLive

@  HPRHS:  Image  of  removing  the  

bladder,  which  will  be  reattached  

after  the  prostate

is  removed  #HPRHSLIVE  

http://ow.ly/i/16GW

Fact:  There  are

thousands  of  nerves

on  each  side  of  the  

prostate  #HPRHSLIVE

@HPRHS:  Photo  of  Dr.  

Hall  positioning  robot  

#HPRHSLIVE  

http://ow.ly/i/16El

From  @easbrooke:  High  Point  

Regional  @  HPRHS  is  tweeting  

a  surgery.  Are  you  following?  

#HPRHSLIVE

@  HPRHS:  Dr.  Hall  "The  patient's  

prostate  is  twice  the  normal  size"  

#HPRHSLIVE

The attention doesn’t faze patient Philip Vincent too much. He hopes the spotlight will promote both the need for prostate cancer screening and the options available to men who contract the disease. If following the tweets convinces one man to get tested who turns out to have the disease, “then that’s worth it,” Vincent said.