May 2010 presentation on hospitals and social media

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

Agenda

What is Social Media?

How are U.S. hospitals using these tools?

Current statistics

Our experience at UMMC

Examples from other organizations

1

2

3

4

5Getting started6

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


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


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…

Why It Matters

The #1 website is now Facebook

Google drops to #2

This is like Johns Hopkins dropping to #2

Why It Matters

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

A Fundamental Change

Traditional Marketing

Email Campaigns

First generation Web Sites

Social Media

-- McKinsey & Company

33% Other Marketing

67% Word of Mouth

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

Current Hospital Social Media Accounts

Rapid Growth – YouTube and Twitter

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

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

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

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


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


The "Secret Sauce" for getting viewers:Detailed Descriptions

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

YouTube St. Vincent Medical CenterPortland, Ore.

LinkedIn

The New Rolodex

50 Million Professionals Worldwide

Social Media in a Suit and Tie

LinkedIn

Rapid adoption by employers as a recruitment tool

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+

UMMC on Facebook

Facebook.com/medcenter

Over 4,400 fans (Likes?)

Tools:

Newsfeeds

Polls

Galleries

Events

Videos

Ask the Expert

A Typical Interaction

Facebook

The Facebook Feedback Loop

More engagement = Facebook gives more visibility

It’s not about your lunch anymore (actually, it never was)

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

www.twitter.com/ummc

UMMC on Twitter

Service Outreach

Reputation monitoring

Quick response

Sincere concern

Converts a negative impression to a positive

The UMMC Blog

The UMMC Blog - Widgets

Social Media Connections – One Example

Site Video >

Site Video > YouTube >


Site Video > YouTube > Blog >


Site Video > YouTube > Blog > Comment >


Site Video > YouTube > Blog > Comment > Twitter


Site Video > YouTube > Blog > Comment > Twitter > Facebook


Examples from Other Organizations

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

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

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

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

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.

Crisis Communications – Scott and Whitehttp://twitter.com/SWHealthcare

“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

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:

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

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

May 2010 presentation on hospitals and social media

Technology

Transcript of May 2010 presentation on hospitals and social media