Expanding HSS Global Reach via a Dedicated Professional Social Media Channel.

Expanding HSS Global Reach

via a Dedicated Professional Social Media Channel

Hospital for Special Surgery is present on many social media channels

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Why a dedicated professional social media channel?

• Facebook• Twitter• Youtube• Foursquare• Linkedin• “On the Move” Wordpress blog• Instagram

But the current presence is mainly

public/patient focused

Professional Social Media Channel

Example:Facebook content

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This means a lot of content that is useful for the layperson, but not necessarily a physician or

allied health professional

Example:Twitter content


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As the “Most Trusted Educator” in musculoskeletal medicine and related fields,

our physicians look to us for ways to stay connected with our resources and remain updated on content that

is meaningful to them.


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Many of our competitors and peers havealready realized this

And are offering dedicated professional education channels in addition to their main institutional public-oriented channels

Example:Cleveland ClinicDedicated Twitter Channel for Professionals - 47.3k followers


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Example:Harvard Medical SchoolDedicated Twitter Channel for Professionals - 106k followers


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If we look at the top 5 othopaedic institutions according to U.S. News & World Report

(excluding HSS):

- Mayo Clinic Sports (@mayoclinicsport) 2,371 folls.

- Mayo Clinic Emergency Medicine (@MayoClinicEM) 1,428 folls.

- Mayo Clinic Medical Education (@MayoMedEd) 1,853 folls.

“Devoted to medical professionals & furthering your education with Medical News, links, videos & upcoming CME | For patients, follow @MayoClinic”

- Mayo Clinic Cardiovadcular (@MayoClinicCV) 1,058 folls.

Main Twitter channel (@MayoClinic – 1.13M folls.) + multiple targeted Twitter channels to select audiences:


#2

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- Mayo Clinic PMR (Physical Medicine and Rehabilitation - @MayoClinicPMR) 2,444 folls.

- Mayo Clinic 's Center for Innovation (@MayoInnovation) 4,676 folls.

- Mayo Clinic Proceedings (Publication - @MayoProceedings) 1,352 folls.

- Mayo Clinic Clinic Center for Social Media (created to teach health care orgs how to optimize social media use.- @MayoSMHN) 1,086 folls -Mayo Clinic Middle East (@MayoClinicME) 48.8k folls.

& others…


Mayo Clinic Twitter Channel Focused on Professional Education – over 1.5k followers

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Cleveland Clinic

- Cleveland Clinic Professionals (@CleClinicMD) 82.8k folls.

- Cleveland Clinic Canada (@CleveClinicCan) 693 folls.

- Cleveland Clinic Internal Medicine Residency Program (@CCF_IMCHIEFS) 393 folls.

- Cleveland Clinic Lerner Research Institute (@CCLRI) 1,150 folls.

- Cleveland Clinic 's Corporate Venturing Arm (@CCInnovations) 1,435 folls.

Main Twitter channel (@ClevelandClinic – 180k folls.) + targeted Twitter channels to select audiences:


#3

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- Cleveland Clinic Abu Dhabi (@CCAD) 6,180 folls.

- Cleveland Clinic Florida (@CleveClinicFL) 954 folls.

- Cleveland Clinic Jobs (@CleClinicJobs) 224 folls.

& others…


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- NYU Med School (@NYUMCAdmissions) 1,194 folls.

- NYU Langone Center for Health Informatics and Bioinformatics (@nyu_informatics) 220 folls.

- KiDS of NYU Langone: Child & Family Health (@kidsofnyu) 71 folls.

Main Twitter channel (@NYULMC – 7, 214 folls.) + targeted Twitter channels to select audiences:


#4

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Massachusetts General Hospital

- MGH Cancer Center (@MGHCancerCenter) 1,764 folls

- MGH Psychiatry (@MGHPsychiatry) 2,634 folls

- KiDS of NYU Langone: Child & Family Health (@kidsofnyu) 71 folls.

2 Main Twitter channels (@MassGeneral – 6, 390 folls. and @MassGeneralNews – 20.8k folls) + targeted

Twitter channels to select audiences:


#5

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And many more…

By not engaging professional staff on this level,we are missing opportunities to –


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• Promote our institution as a whole to professionals – nationally and worldwide

• Promote relevant new professional content posted on hss.edu and microsites

• Promote HSS CME/CEU educational programs and offerings

• Promote newest HSS eAcademy online modules and series (e.g., the new Basic Science series)

• Highlight the latest research, faculty appointments, and events of interest to the professional community

• Highlight HSS faculty presentations/participation in conferences such as AAOS/ACR

• Post “real time” event images & videos


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• Highlight new publications as they become available: HSS Journal (+ select free content), Grand Rounds from HSS – Management of Complex Cases, Visiting Professor Lecture Series brochures

• Highlight and promote our residency program• Highlight and promote our facilities, including the

BSEL, and other revenue sources• Keep our faculty engaged by feeding them relevant

content that is of interest to them (rather than general content geared to the public)

• Highlight and promote our international programs• Establish and nurture a group of “followers” who will

value our content, promote it to peers, and in essence become our “brand ambassadors” in the global professional arena


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A professional social media channel is

Free, easy to maintain, and loaded with potential benefits.

It is a cost-effective marketing tool, and subscribers areavailable to us once they “follow” us

(no need to continually purchase names/emails)


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Social media is a growing tool within the healthcare community

• Hospital for Special Surgery’s institutional Twitter account continues to grow, now at 39.3k followers

• In just over two years, the official Massachusetts General Hospital Twitter handle (@MassGeneralNews) has issued nearly 1,900 tweets and amassed more than 5,000 followers. That was in March 2012: they are now at 20.8k followers (http://www.massgeneral.org)

• Targeted marketing, allowing visitors and readers to sign up for specific content that is tailored to them, is on the rise and has become best practice with the high volume of content currently available online. This is the idea behind

The segmenting of HSS eNewsletters to various audiences, and The grouping of related content into a targeted social media channel


http://www.massgeneral.org/

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• Physician-oriented social media and social networking sites (such as Doximity, Sermo, and Figure 1) are hugely popular, and we are seeing that physicians want to engage and receive content in this way.


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Content:


We currently have enough content to launch a strong professional account/channel We are able to allocate resources to the management of this channel and update it regularly We are able to solicit relevant content from departments, committees, and individuals, as well as use content that has already been created Even if we only use content that has already been

developed and lives elsewhere on the web, we have enough material for this channel to be self-sustaining

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Effects:


We will increase and drive traffic to hss.edu We will more effectively promote upcoming programs, meetings, and conferences We will have a broader and more engaged community of followers and “brand ambassadors” We will be utilizing a cost-effective marketing and brand promotion technique to our full advantage

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After extensive research,To further the HSS brand to professionals

worldwide, we suggest a Twitter channel

with the proposed name


@HSSProfEd or@HSSProfessional

Thank you.

Expanding HSS Global Reach via a Dedicated Professional Social Media Channel.

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