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Social Media in Healthcare A Common Sense Approach Ed Bennett, Director of Web Strategy University of Maryland Medical System Mayo Clinic – September 29, 2010
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Social Media in Healthcare
A Common Sense Approach
Ed Bennett, Director of Web StrategyUniversity of Maryland Medical System
Mayo Clinic – September 29, 2010
Page 2
Agenda
Our Social Media Program at UMMC
Latest Numbers from the Hospital List
The Next Big Challenge for Hospitals
Page 3
My Background
Pre-1980 Juggler & Street Performer
1980 - 1994 Microfilm TechnicianSoftware Trainer
1994 - 1999First-wave Web Entrepreneur
1999 - CurrentDirector, Web StrategyUniversity of Maryland Medical System
Public Sites, Intranets, Web Marketing, SEO / SEM, Mobile apps and Social Media
Core Web Management Skills
Page 4
La Primavera by Sandro Botticelli
Page 5
Page 6
The Social Media Program at UMMC
Page 7
About UMMS / UMMC
University Of Maryland Medical System
Eleven hospital system
App. 2,300 beds
University Of Maryland Medical Center
731 Beds
36,500 inpatients / 600,000 outpatients
Home of the R Adams Cowley Shock Trauma Center
Competes in the same marketplace with Johns Hopkins and other strong regional hospitals
www.umms.org
www.umm.edu
Page 8
Goals of the UMMC Social Media Program
Enhance and enable “Word of Mouth”
UMMC brand & reputation monitoring
Media corrections
Put UMMC “In the Room”
Establish UMMC as a trusted source
Build on our current web program
Page 9
The UMMC Social Media Team
Chris Lindsley Oversees content for Blog, YouTube and Twitter
Michelle MurrayUMMC FacebookLive Webcasts
Kathy SchuetzUM Greenebaum Cancer Center Facebook and Twitter
Page 10
Routine Social Media Activities
Web team spends 10 hours a week managing our community
Chris monitors internal and external sources looking for story ideas
Draw on employees, happy patients and local community
Solicit potential blog contributors
Monitor Social Media and Web space for mentions of UMMC
Respond to customer service issues, deal with inaccuracies and complaints, etc.
Maximize positive comments – patient success stories or videos, blog posts, other Web site content, etc.
Reuse!
Page 11
Timeline - Social Media at UMMC
2008 2009
YouTubeOct 07
Main @UMMC
TwitterNov 08
UMMC Facebook
Dec 08
Comments PolicyJul 09
UMMC Blog
Dec 09
2010 2011
11 Specialty@Twitter Accounts
Jun 09
MD4HaitiBlog
May 10
Cancer Center
FacebookMar 10
Target - Open Social Media access for UMMC staff in Q1 2011
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The UMMC Social Media Sites
BlogsLife in a Medical Center: medcenterblog.org
Haiti Support Initiativemd4haiti.org
YouTubeyoutube.com/ummc
FacebookMain UMMC facebook.com/MedCenter
Cancer Center: umgcc.org/facebook
Twitter@ummc @umgcc
Specialty: @MD4Haiti @ummsFoundation @ummcChildren @ummcWeightloss @ummcOrtho @ummcWomens @ummcHeart @ummcMITC @ummcDigestive@ummcParkinsons @ummcRoboticSurg @ummcTransplant
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Over 400 Videos
Duplicates videos embedded on UMMC Web sites
Core content from Maryland Health Today – a professionally produced cable show
10 videos / month
Doctor Bios
Patient Testimonials
UMMC Events
Audio Podcasts
Surgical Videos
Staff Profiles
Press Conferences
Fund Raising
Recruitment
Staff Training
Page 15
The "Secret Sauce" for getting viewers:Detailed Descriptions
Page 16
Video Program Investment
5 People Involved in Video Work, Led by Web Production Manager
5 - 10 hours of production work per video
Equipment (Started with Flip Cameras and Free Editing Software):- Professional HD Camera
- Consumer Brand HD Camera
- Lights
- Adobe Premier (editing software)
- Video Production Workstation
- Total Cost: $6,000
Results: 100,000 Video Views a Month
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Obvious choice as the #1 social media site
Strengths:
Best service for engagement and community building
Source of material for web site and other Social Media
Weaknesses:
Privacy issues, confusing options for publishers
Page 18
A Typical Facebook Interaction
Is there any advice anyone can give me to ease my fears?
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Facebook.com/medcenter
Over 5,700 Fans
Tools:
Newsfeeds
Polls
Galleries
Events
Videos
Ask the Expert
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Home base for all social media activity
Complete control over content and functions
Page 22
The UMMC Blog - Widgets
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"My husband had surgery today and is still in the recovery area because there is no room available for him to stay in…If a hotel treated me like this, I would demand a refund of my money" - Blog post comment
"As committed to excellence as we are, there are times when we simply miss the mark." - Johnnie Carr
Page 24
Blog Management Tips
Share the load – The more contributors/voices the better
Engage Your employees – Have them write about what they do
Think conversational, not news release
Share patient stories
Use video and photos – A little text can go a long way
Post regularly, but reasonably – once a week is fine
Take people behind the scenes and make it fun
Reuse!
Page 25
Lessons Learned
Try it! It’s not that hard (or scary)
Find passionate people to manage the communities
What we should have done differently:- Policy creation and legal review first
- Start efforts to open social media to employees
- Be careful with that “Blog” word
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Latest Numbers from the Hospital List
Page 27
Social Networking in 2002
Amanda Bennett – The Hospital Social List Manager
Page 28
Hospital Social Network List
August 2009
August 2010
Increase%
Hospitals 351 825 135%
- YouTube 174 391 124%
- Facebook 174 631 262%
- Twitter 253 634 150%
- Blogs 31 87 180%
Total Social Media Sites
632 1,743 175%
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Rapid Growth – YouTube and Twitter
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Top 15 Hospitals on Facebook…
HospitalFans
7/16/2010Fans
9/12/2010% Change in Two months
1 Children's Hospital Boston 151,337 392,591 159.42%
2 St. Jude Children's Research Hospital 248,918 268,250 7.77%
3 Arkansas Children's Hospital 59,052 67,797 14.81%
4 Shriners Hospitals for Children 58,373 61,212 4.86%
5 Nationwide Children's Hospital 12,507 26,363 110.79%
6 Mayo Clinic 21,724 25,616 17.92%
7 Veterans Health Administration 19,999 24,484 22.43%
8 Dana-Farber Cancer Institute 18,120 19,595 8.14%
9 Children's Hospital of Orange County 14,123 17,017 20.49%
10 Helen DeVos Children's Hospital 14,475 15,783 9.04%
11 Children's Hospital of Philadelphia 11,757 15,302 30.15%
12 Cleveland Clinic 12,717 14,613 14.91%
13 Le Bonheur Children's Medical Center 12,448 13,604 9.29%
14 Children's Hospital of Alabama 11,767 12,762 8.46%
15 Primary Children's Medical Center 9,634 10,254 6.44%
…as of September 12, 2010
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Top 15 Hospitals on Twitter…
Hospital Followers Following Tweets Account Created
1 Mayo Clinic 76,456 1,176 2,193 April 29, 2008
2 St. Jude 8,911 388 903 October 23, 2007
3 Aurora Health Care 7,964 1,157 2,859 September 16, 2008
4 Children's National 7,575 2,011 1,104 November 21, 2008
5 Emory Johns Creek 7,137 7,586 691 January 28, 2009
6 Scripps Health 6,162 2,873 1,410 May 12, 2008
7 Cleveland Clinic 5,650 260 1,374 March 13, 2009
8 UNC Health Care 5,506 487 1,326 November 21, 2008
9 Children's Hospital 5,494 1,554 1,095 February 20, 2009
10 U-M Health System 5,401 1,158 1,215 July 16, 2008
11 Seattle Children's 5,333 462 924 September 3, 2008
12 U. of MD Med. Center 5,148 3,387 1,385 November 3, 2008
13 UW Health 4,921 907 762 April 21, 2008
14 City of Hope 4,819 4,720 448 January 27, 2009
15 OSU Medical Center 4,496 1,560 1,131 May 7, 2008
…as of September 12, 2010
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Agenda
Our Social Media Program at UMMC
Latest Numbers from the Hospital List
The Next Big Challenge for Hospitals
Page 33
Employee Access to Social Media
Social media blocked in 50% of organizations (not just hospitals)
Concerns of Risk, Productivity, Control
All risk, with no benefit for hospitals that block (L. Aase)
Increasing demand from patients and staff
Need for clinical voices in the social media space
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13 out of 14 U.S. News Honor Roll Hospitals allow access.
Education, policies, management are the best approach
You set the example:- Professional Development
- Networking
- Problem Solving
Employee Access to Social Media
"Our benefit package is we don't block Facebook"
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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
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Discussion
