Everything you need to know but are afraid to ask · 2014-02-24 · • 57% of people talk to...
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Putting Social Media to Work for your Hospital Everything you need to know but are afraid to ask
Transcript of Everything you need to know but are afraid to ask · 2014-02-24 · • 57% of people talk to...
Putting Social Media to Work for your Hospital
Everything you need to know but are afraid to ask
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So what is Social Media? Every day you hear people talk about social media – facebook, twitter, linked in, foursquare, google+….what’s it all about? Is it just a huge time waster? Why should your hospital be interested in social media? Are there benefits for hospitals to use social?
• 57% of people talk to people more online than they do in real life.
• Hospitals need to be aware and engaged –Your patients are!
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It’s not ok anymore to just put your head in the sand like our friend here. You need to be aware and engaged. Your patients are online and they are talking about you. 57% of people talk to people more online than they do in real life. Do you know what your patients are saying about you? Do you know what your staff are saying about your hospital?
• Younger audiences are most active, but growth has come from the over 35s
• 66% of 55-59 year olds (in Aust) are viewing content in social media
• 25-34 year olds are the most active group, but older consumers are listening to others online
• Females have higher level of online social networking activity than males
• Australians use more social media than anyone else in the world
(Nielsen Social Media Report)
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I hear you saying, yes, but our patients are older. They don’t use social media. Well, social media isn’t just for young people. Younger audiences are most active, but growth has come from the over 35s 66% of 55-59 year olds (in Aust) are viewing content in social media 25-34 year olds are the most active group, but older consumers are listening to others online Females have higher level of online social networking activity than males Australians use more social media than anyone else in the world
• Conversation, not a lecture
• Extension of everyday interaction
• Group-driven, not top-down
• Messy, disorganised & hard to control
• It’s a tool, NOT an end-point
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So what is Social Media? It’s a Conversation, not a lecture – Life is increasingly about two-way conversation. Gone are the days of telling patients something and thinking they will take it away as the gospel truth. It’s an extension of everyday interaction – how many of you are carrying around a smartphone or ipad? It’s group-driven, not top-down It’s messy, disorganised & hard to control It’s a tool, NOT an end-point
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Remember I said Social Media is a tool? Well, here is your tool box… Here are the five big ways your hospital can get involved in social right now. Facebook, Twitter, YouTube, Foursquare and Blogs
• Largest Social network in the world
• More than 600 million users worldwide
• Approx 10.5 million Oz users
• Share photos, videos, links
• Demographics are changing to match the population
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Everyone has heard of Facebook as it’s the Largest Social network in the world More than 600 million users worldwide Approx 10.5 million Oz users Share photos, videos, links Demographics are changing to match the population Can target the audience you are looking to talk to …. Remember this is a conversation…
• Micro-blogging site/virtual water-cooler
• 200 million users worldwide• 1.8 million UAVs/month• 190 million tweets/day• Used by older adults – many
of whom haven’t used other social sites
• Slightly more women than men
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Micro-blogging site/virtual water-cooler/ how some people keep up with the news – Bin Laden, QLD floods – happens first on Twitter 200 million users worldwide 1.8 million UAVs/month 190 million tweets/day Used by older adults – many of whom haven’t used other social sites Slightly more women than men
• Users send and read messages called Tweets
• Tweets are text-based; up to 140 characters
• Group posts by topic through #• @username to reply to tweets• Messages are public, but can DM
@username• Various tools – Tweetdeck,
HootSuite, Twitterfeed• Learn more at TweetCamp at
stand 3 and 4
Presenter
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Users send and read messages called Tweets Tweets are text-based; up to 140 characters Group posts by topic through # @username to reply to tweets Messages are public, but can DM @username Various tools – Tweetdeck, HootSuite, Twitterfeed Learn more at TweetCamp at stand 3 and 4
• Video sharing website• One of the largest social media
sites• #2 search engine• 10 million UAVs/month• Easiest/safest channel for
hospitals – patient experience, video guides, info on procedures, health information
• 32% of YouTube users watch health videos—more than food or celebrity
• Of those viewers, 79% of health consumers have watched videos about a specific health condition
• 93% take action after viewing health information
• 69% conduct further online research as a result of the video they watched
• And 60% interact with their doctor (source: YouTube health care team)
• Uni of Maryland Medical System (2000 beds) – has 100 videos – 75,000 visitors per day
• Mayo Clinic has 976 videos on YouTube and #1 medical channel
• 10 million users worldwide
• 64,000 UAVs/month
• Users ‘check-in’ at venues (like hospitals) using a mobile app
• User who checks into a location the most times becomes the ‘mayor’ – new type of influencer
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10 million users worldwide 64,000 UAVs/month Users ‘check-in’ at venues (like hospitals) using a mobile app – I can guarantee people have ‘checked in’ at every one of your hospitals in the last year. User who checks into a location the most times becomes the ‘mayor’ – new type of influencer –they leave tips for others to find. Open up discussion about food, places to find the best coffee, whether the nurses are nice, etc.
• Blog is just a website that allows comments and conversations
• Over 156 million public blogs (as of Feb 2011)
• Easy (and free) software like WordPress makes anyone a blogger
• Most people who read blogs don’t comment on blogs
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Blog (which stands for Web Log) is just a website that allows comments and conversations Over 156 million public blogs (as of Feb 2011) Easy (and free) software like WordPress makes anyone a blogger Most people who read blogs don’t comment on blogs Some doctors now have blogs
• Facebook Account
• Twitter account
• The Means Test Means
• Mental Health Week campaign 2011
• Launch of the Virtual Gift Store
• Brighten someone’s day
• Choice of gifts
• Stop by stand 3&4 to check it out!
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Today we are announcing the Launch of the Virtual Gift Store Brighten someone’s day Choice of gifts Stop by stand 3&4 to check it out!
• Australia lags US 12-18 months
• AlfredHealthTV
• St John of God on Twitter
• Lifeline
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When researching for this presentation, sadly there wasn’t a lot of social media engagement from Australian hospitals.
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So how can your hospital get involved with social media?
CUSTOMER SERVICE
HOSPITAL USES FOR SOCIAL MEDIA
EMPLOYEE COMMUNICATION
CRISIS MANAGE-MENT
PUBLIC RELATIONS OUTREACH
EDUCATION
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Really there are six main ways that hospitals can use social easily and quickly. Customer or patient service Community Outreach Patient Education Employee Communications Public Relations; and Crisis Management
• What do your patients want?
• What would make their experience better?
• Phoenix Children’s Hospital’s Interactive Map and Tour
• Lawnwood ER wait time
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A lot of my case studies are from the US but again, in social media, they are far ahead of us. This is strange considering the number of smartphone users in Australia which currently stands at 9.73 million, around 40% of total mobile users. Since January, Lawnwood Regional Medical Center & Heart Institute has been training staff how to respond better to complaints from patients and their families. Statistics indicate that not only do good experiences translate to happier patients and families, it may actually produce better clinical outcomes, too. "Lawnwood scores in the top 10 percent of clinical outcomes nationally," Chief Executive Officer Rodney Smith said, "but families often have not felt the same way about our quality of patient care." Lawnwood wants the same ranking in customer service as it's earned clinically, Smith said. In addition to training staff, Lawnwood has recruited a new Patient/Family Care Committee made up of community members who've had less-than-perfect experiences in a hospital. Pat Alley of TD Bank chairs the group and recruited members whom she knew had had problems. One felt excluded from fully participating in her 90-year-old mother's care because of very restrictive visiting times. She felt powerless, excluded and furiously told others about it on Facebook. In response, the hospital introduced a new blue armband system. When a patient is admitted, they designate a family member or friend who will act as their patient care partner. That person is able to come and go 24 hours a day and visit when they and the patient most need it. The partner also becomes part of the medical team for treatment information. "Its a culture change," explained Quality Analyst Julie Lucente, a registered nurse who works with the council. "It's all about improving communication (between staff and patients and family), and offering them access (into the process). What's frustrating people is not so much health care, but visitation problems, a lack of communication about care or tests and so on." So, for instance, Lawnwood officials learned how it's often difficult to find a parking space in the hospital lot. Heart patients in particular were having a hard time walking long distances from their cars. So the hospital now offers free valet parking. In another instance, a 90-year-old patient, whose family members had flown in to celebrate his birthday, had a heart setback and was admitted to the Intensive Care Unit. Normally, fears of possible infection or the disruption of the unit might make medical staff wary of having a bunch of people at the patient's side. Yet the hospital realized that the gentleman's continued health depended as much on his contact with all the family as did the technical aspects of his care. They let the party continue right in the ICU. Many of the changes are all about perception. Council member Arlease Hall of the St. Lucie Health Department, whose mother is a patient in the ICU, described the waiting room at the unit as "cruddy. It's probably the worst place in the hospital," and it doesn't inspire confidence, she said. So, stained chairs were replaced, and more renovations are scheduled for the room later this year. Have you or a loved one ever been in a hospital room, pushed the call-button for a nurse and waited, for what feels like hours, for a response? Lawnwood's statistics indicated this was a major perception problem. So they introduced the "No Passing Zone" concept. Now, any staff member who sees a patient call light on is trained to go find out what's wrong rather than ignore the signal. Even non-clinical staff are required to respond. "It's not always a medical issue," Lucente said, "sometimes it's a comfort one. Perhaps the patient wants a cup of ice. When we looked at the data, we found most calls didn't need a nurse." This change of heart probably wouldn't have happened so rapidly without patient feedback in the form of online comparisons of hospitals, Lawnwood staff members acknowledge. No matter where the prodding came from, it's good to see a hospital administration finally taking note of how the consumer feels.
• Creation of mobile apps– Directions to the hospital– Email connections with
clinicians– Access to health
information
• ChildrensMD mobile phone app – information for parents if their child is ill
• My HealthMate
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Another way to improve patient service is to have mobile apps for patients’ phones. Apps that make patients happy include: Directions to the hospital Map of the hospital Email connections with clinicians Access to health information. If you want to develop a mobile app for your hospital, my recommendation is to start slowly. Find out not only what your patients want, but also what they can technically handle. Later, patients will be ready for more. Hospitals that start with simple tasks should plan more complicated functionality for later. And mobile platforms should be multi-generational as mobile doesn’t discriminate around age. It's not like PCs or laptops. People older than 60 might not be terribly computer-savvy, but they're quickly becoming highly agile smartphone users.
• Henry Ford Hospital uses FB to help promote breast cancer awareness
• Can send friends a request to remind them to get a mammogram
• More than 4,200 mammogram appts have been scheduled online
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Henry Ford Hospital uses FB to help promote breast cancer awareness Can send friends a request to remind them to get a mammogram More than 4,200 mammogram appts have been scheduled online
• Pink Glove Dance– Started with one
hospital
– Received 13 million views on YouTube
– This year, a competition sponsored by Medline with over 135 groups taking part
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Pink Glove Dance Started with one hospital Received 13 million views on YouTube This year, a competition sponsored by Medline with over 135 groups taking part
• Wash ‘Em
• Hand Hygiene Video
• Viewed almost 40,000 times
• Fun way to connect with the communityand with staff
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Wash ‘Em Hand Hygiene Video Viewed almost 40,000 times Fun way to connect with the community and with staff "We won't give up until you bleed," is the text of sms, email and Facebook messages despatched by the newly started Japp register seeking to enlist potential blood donors.��The register aims to persuade potential donors to sign up to a "nag me until I become a blood donor" contract.��Behind the Japp register is Droppen, Sahlgrenska University Hospital's blood donor operation for the Västra Götaland region.��"The number of donors has declined and we have a constant shortage of blood," Ulrika Ljung at Droppen said in a statement.��The campaign will be made up of social media, radio, television and billboard advertising and is in response to a massive shortage of blood donors and thus blood.
• Programs to inform and educate patients
• Can focus on specific programs at your hospital
• YouTube channels are perfect opportunity for hospitals
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Australia leads the world in social media engagement, with the highest global average for time spent per month engaging with social media, averaging over seven hours per month In contrast to many countries, Australians look to communities of interest such as parenting or sports sites as a key channel for social media discussion – 62 percent of Australian Internet users visited a message board or forum in 2009. You can put this to work for your hospital, especially if you want to educate your patients about a procedure before they arrive or want them to know information for preventative health.
• Hospital Promotion
• Wellness Branding –‘Healthy Is’ campaign
• Separate yourself from other hospitals
• Send e-cards
• Ask specialist questions
• Submit health tips
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Hospital Promotion Wellness Branding – ‘Healthy Is’ campaign Separate yourself from other hospitals Send e-cards Ask specialist questions Submit health tips
• Use your employees to promote your hospital
• Assess who uses what
• Take action by engagement with active participants
• Follow the dos and don’ts
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It's likely that a vast majority of your employees are already using social media. So…why not use social media to promote your brand? Encourage your employees to talk about your community hospital and its related issues through social platforms, but be sure to follow some important guidelines. Assess who uses what ��First, determine what social media outlets are being used: Facebook Twitter LinkedIn MySpace Flickr Blogs Ways to take action ��Target the particularly active social media participants to lead initiatives: Write a blog post related to your community hospital. The topics could range from an explanation of a common procedure to a description of the new hospital wing—anything goes! Your patients will feel more connected to your hospital by having the inside scoop. Create a LinkedIn group to bring unity and act as a resource. Employees will be professionally linked to one another, making it easy for patients to skim their profiles and view their qualifications. Post on Twitter or Facebook about hospital events and happenings or related medical topics. Encourage interaction from the fellow hospital employees as well as patients. Promote! The only way for your community hospital's voice to be heard through social media is if you promote your efforts. Feature an employee's blog post on your community hospital's web page. "Retweet" and repost employee's comments and notes on Twitter and Facebook. Participate in status updates on LinkedIn, and encourage employees to include a link to the hospital's website on their profiles.
• The Do’s– Create a social media
policy
– Act respectfully
– Identify yourself
– Monitor activity
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The dos Create a social media policy to set standards for your employees. For a comprehensive list of good practices, check out this article. Act respectfully. Be careful to refrain from making offensive remarks about competitor hospitals. Be politically correct. You don't want obscenities and insults to be associated with your community hospital! Always identify yourself! Employees should not pose as patients in order to boost your hospital's image. They should always identify their affiliation with the hospital. This will keep discussions open and honest. Monitor your employees' social media activity. They are representing your hospital! Designate some "social media police" to ensure employees are protecting your hospital's interest. And be sure they aren't doing any of the following. The don'ts Don't violate privacy: In a hospital setting, a lot of specific details about medical cases and issues are confidential. Be sure your employees follow HIPAA and other medical standards when engaging in social media. Don't engage in conflicts of interest: Prohibit employees from identifying or referencing business partners or clients without permission. This could result in serious legal ramifications. No "astroturfing"—don't disguise your efforts! This goes along with always openly identifying your affiliation with the hospital. Warn your employees against having hidden personal agendas as they engage the community through social media.
• The Don’ts– Don’t violate privacy
– Don’t engage in conflicts of interest
– No ‘astroturfing’!
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The don'ts of employee communications: Don't violate privacy: In a hospital setting, a lot of specific details about medical cases and issues are confidential. Be sure your employees follow legal guidelines and your social media policy when engaging in social media. Don't engage in conflicts of interest: Prohibit employees from identifying or referencing business partners or clients without permission. This could result in serious legal ramifications. No "astroturfing"—don't disguise your efforts! This goes along with always openly identifying your affiliation with the hospital. Warn your employees against having hidden personal agendas as they engage the community through social media.
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When disaster strikes, emergency trackers and responders realize people are probably more likely to reach for their phones or computers to text, tweet and update their status on Facebook and look for ways to get and give help. Because of that, agencies are continuing to develop ways to better integrate social media into their plans. Followed by television and local radio, the internet is the third most popular way for people to gather emergency information with 18 percent of both the general and the online population specifically using Facebook for that purpose; Nearly a fourth (24 percent) of the general population and a third (31 percent) of the online population would use social media to let loved ones know they are safe; While lots of people are aware of social media's power to convey information as disaster unfolds and in its aftermath — it can also be used before the worst happens, to prepare for it. It can be used to have at the ready evacuation routes, shelters and safety tips. And lists. Lots of to-do lists, emergency kits. Or even basic information about whether your hospital is open, whether the emergency room can take more patients, etc.
• Natural disaster management – in Joplin, MO– Website
– Tornado blog with media contacts
– Twitter feed – check in for employees
– donations
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The tornado hit May 22. Though the hospital was badly damaged and is closed, patients' prescription records and treatment schedules are available to health care providers, writes Alan Greenblatt, NPR Shots blog. A mobile field hospital, with CT scans and surgical theatres, is operating in St. John's parking lot. After the tornado hit St. John's, there were reports of X-rays blowing as far as Springfield, 70 miles away.
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So I’ve been asked quite a few times, “What’s the most important thing we need to do? Create a Facebook page? A YouTube channel? A Twitter account?” In other words, “Tell me, what is the best [social media] move in the world?” And my response is, there is no one right move. Hospital execs or your marketing staff must first answer for your hospital’s own existence…what is it you must do? Why does your hospital in this place serving this demographic exist? What challenge does your hospital need to solve for your community? For your elderly? For your expectant mothers? For your recovering addicts? For your veterans? For your doctors? For your nurses? For your pharmacists? For your physios? For those rushed to your ER? What’s the most pressing problem to which your particular hospital is called to respond? Answer that…and that’s where your social media program needs to start.
• What are the objectives?
• Who are the key audiences?
• What are the key considerations?
• What are the desired outcomes?
• How do we best reach the audiences to accomplish the objectives?
• How do we measure our success?
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Once you know what problem you want to tackle with social media, then it is time to sit down and write a strategy. There are six key questions you need to answer. What are the objectives? What do we want to achieve? Who are the key audiences? Patients? Doctors? Employees? What are the key considerations? Are there roadblocks that we know of already? How can we overcome those? What are the desired outcomes? How do we best reach the audiences to accomplish the objectives? If we are targeting staff, are they on FB? How do we measure our success? These are the questions that I posed to the team at the Wesley Hospital in Brisbane earlier this year. Belinda Hughes, their Marketing Manager is going to take you through their journey so far.
Lisa Ramshaw, Director, Communications & Marketing APHA
T: 02 6273 9000Email: [email protected]: @Lisa_Ramshaw or @priv8hospitals
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But before I hand over to Belinda, I just want to let you know that I’m available at APHA anytime if you have any questions about social media. Also, please head over to our exhibition booth at stand number 3 and 4. We’re launching the APHA Facebook today gift store and will be giving away some great gifts but you need to stop by and register to win. Also, while you are there, we are running Tweetcamp during the morning and afternoon teas and lunch breaks. Pick up a guide to getting started on Twitter or bring us your mobile device and either Rebecca Angove or I can help get you up and running.
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