may 2010 presentation on hospitals and social media
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Presented at the Mid-Atlantic Association of Physician Recruiters on May 14, 2010TRANSCRIPT
U.S. Hospitals and Social Media
Ed Bennett, Director of Web StrategyUniversity of Maryland Medical System
Mid-Atlantic Association of Physician Recruiters – May 14, 2010
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Agenda
What is Social Media?
How are U.S. hospitals using these tools?
Current statistics
Our experience at UMMC
Examples from other organizations
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5Getting started6
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About Me
Working in the Web since 1994
Many hats:Startup participant
Business consultant
Programmer / Designer
At the University of Maryland Medical Center 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 patients and employees spend their time online
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What is Social Media?
It’s Facebook, Twitter, YouTube, MySpace, LinkedIn, Slideshare, Flickr, and dozens of other web tools
It’s people doing what we’ve always done:- Talking
- Arguing
- Sharing
- Connecting
And it's taking over the Internet…
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Why It Matters
The #1 website is now Facebook
Google drops to #2
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This is like Johns Hopkins dropping to #2
Why It Matters
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Important numbers about U.S. healthcare consumersImportant numbers about U.S. healthcare consumers
61% of adults look online for health information
48% of women comfortable discussing personalhealthcare issues in online communities
36% want to see what other consumers say about medication or treatment
34% use social media
46% use healthcare portals
67% use search engines
21% use Wikipedia
Pew Consumer Health / Web numbers
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A Fundamental Change
Traditional Marketing
Email Campaigns
First generation Web Sites
Social Media
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-- McKinsey & Company
33% Other Marketing
67% Word of Mouth
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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
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About UMMC
University Of Maryland Medical System
Ten hospital system
App. 1,800 beds
University Of Maryland Medical Center
731 Beds
36,500 inpatients / 600,000 outpatients
Competes in the same marketplace with Johns Hopkins and strong regional hospitals
www.umms.org
www.umm.edu
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Content: 60,000 pages
20,000 UMMC Program Specific
40,000 ADAM Health Library
Daily Activity:
75K - 110K Unique Visitors / Day (55% from U.S.)
5,000 Internal searches
3,000 Video views (2/3 embedded 1/3 YouTube)
400 Feedback submissions
Traffic Sources - May 2009
Current UMMC Web Numbers
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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, YouTube and a Blog
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 200 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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The UMMC YouTube Channel
Impact
Each day:
1,700 people watch a video on umm.edu
An additional 1,300 people watch on YouTube
These are new visitors, new exposure
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YouTube St. Vincent Medical CenterPortland, Ore.
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The New Rolodex
50 Million Professionals Worldwide
Social Media in a Suit and Tie
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Rapid adoption by employers as a recruitment tool
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UMMC on Facebook
Facebook.com
Largest Social Network
350 Million active users. 50% log in everyday
3.5 Billion pieces of content shared each month
Fastest growth with people age 30+
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UMMC on Facebook
Facebook.com/medcenter
Over 4,400 fans (Likes?)
Tools:
Newsfeeds
Polls
Galleries
Events
Videos
Ask the Expert
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A Typical Interaction
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The Facebook Feedback Loop
More engagement = Facebook gives more visibility
It’s not about your lunch anymore (actually, it never was)
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Twitter.com/ummc
4,600 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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The UMMC Blog
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The UMMC Blog - Widgets
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Social Media Connections – One Example
Site Video >
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Site Video > YouTube >
Social Media Connections – One Example
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Site Video > YouTube > Blog >
Social Media Connections – One Example
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Site Video > YouTube > Blog > Comment >
Social Media Connections – One Example
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Site Video > YouTube > Blog > Comment > Twitter
Social Media Connections – One Example
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Site Video > YouTube > Blog > Comment > Twitter > Facebook
Social Media Connections – One Example
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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”
Real-time Education Henry Ford Health
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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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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 – 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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“When our nurses are stressed or discouraged they go to our Facebook page and read the 100’s of positive comments from former patients.” - Matt Cyr, Director of Patient and Family Communications
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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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Credits and Resources
Clay Shirky - http://delicious.com/edbennett/Clay_Shirky
Shel Holtz* - http://www.slideshare.net/shelholtz
Ragan Communications - http://www.hmcnews.com
John Sharp* - http://ehealth.johnwsharp.com/
Nedra Weinreich* - http://www.social-marketing.com/blog/
#hcsm Twitter chat - Sunday nights at 9PM
Hospital Social Networking List - http://ebennett.org/hsnl
*Some slides in this presentation were used with their permission
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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