Hospital Social Media Best Practices

Many Hospitals, One Voice: Hospital Social MediaBest Practices Shel Holtz, ABCSeptember 27, 2010

Important numbers about U.S. healthcare consumers 61% of adults look online for health information 38% 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 50% of global population is under 30 years old

Why should you care? 93% of social media users believe organizations should have a presence 85% of social media users want organizations to interact with customers using social media

What is social media? The online technologies and practices that people use to share opinions, insights, experiences and perspectives and to collaborate with each other

Dissecting Consumer Generated Content 1/50 “Of the IM Generation i.e. those born after 1980, 62% of the content they consume comes from people they know personally”

Consequences Content moving to the “edge” Attention is on the edge …and now to apps, as well You can’t control the message Groups form and act

Content Content Content CentralSource Content Content Content Content Content The Old Model

Blog Wiki MySpace Podcast YourSite Blog Jaiku Twitter Facebook Blog The New Model

What is communication? -- Gazetteer of the World Royal Geographical Society, 1856

Classes of Social Media Conversation-enabled publishing platforms Social networks Democratized content networks Presence networks (micro-blogging) Content sharing sites Virtual networking platforms

Healthcare andSocial Media Today

If hospitals won’t do it,patients and doctorswill do itfor themselves (because they can)

Let’s do the math: 5,815 hospitals (according to AHA) 825 engaging in social media 15.9% engaging in social media

The state of social mediain health care todayis not good

This is just sad Most hospitals aren’t engaging at all Those that are engaging are mostly… Tactical Disjointed and uncoordinated

This is good newsfor your hospital

Being strategic: Alignment with goals Customer service: Point of contact Early warning of issues Outcome: More positive word-of-mouth Community outreach: Engage those within our community Outcome: Attract patients, doctors, philanthropy Patient education: Extend existing programs Outcome: More positive word-of-mouth

Being strategic: Alignment with goals Public relations: Engage media and other influencers They’re already using these channels Outcomes: Goodwill in the bank, positive stories, strong relationships Crisis communications: Ensure your story dominates the river of updates Outcome: Survive the crisis with enhanced reputation

What the 15.9%are not doing(for the most part)

Your opportunities Engage employees The front line of PR and customer service

Employees as ambassadors Sharing Mayo Clinic blogis for patients and employees

Dispelling the myths Employee productivity

Back-of-the-envelopecalculations

MindLab International:10 minutes of personal Web use Reduced stress, increased productivity

Also consider… Time spent working at home Extra hours logged at work True measure of productivity Hidden value of employees’ networks IT in charge of productivity? Would productivity really improve?

Conclusion Not a technology issue Manage by exception

Dispelling the myths Employee productivity Security

Conclusion Data monitoring Malware protection Granular access

Dispelling the myths Employee productivity Security Loose lips

Conclusion Policies and guidelines Training and communication

The case for open access Futility: Employees don’t need your network

The case for open access Futility: Employees can get around your blocks Employees tend to re-route arounda blog, go to another server, and findother ingenious ways of doing whatthey want to. And these reroutingefforts may actually be even moretime-consuming.

The gold in employee social graphs Recruiting Culture/values Subject matter expertise Idea testing/decision making (SMPGs) Training Intelligence Crowdsourcing Company and product evangelism

Possibilities Employee group blog Cross-section of employees/jobs Talk about culture, pride, values, experiences Approach is gaining popularity Examples: TSA, Southwest Airlines, EDS Evangelism in existing social networks Requires new approach to employee communications

Your opportunities Engage employees The front line of PR and customer service Participate in existing conversations

Your opportunities Engage employees The front line of PR and customer service Participate in existing conversations Integrate social media with other channels

Possibilities Heightened awareness Links to social media properties on all properties, pages “Share” links on all hospital pages Promote community education Announce on Facebook, Twitter Video highlights of training to YouTube Live-blog and/or live-tweet events Support existing initiatives Blog posts Dedicated blogs for ongoing issues Community “tweetups” with administrative, medical staff

Your opportunities Engage employees The front line of PR and customer service Participate in existing conversations Integrate social media with other channels Open information that doesn’t need to be closed

Possibilities MD ratings and reviews They’re out there anyway Long-term benefit Clinical outcomes / transparency

As a management tool in the hospital it is easier to get people to work better. People in hospitals are caring and they want to eradicate disease. For example, Ventilator Associated Pneumonia. We created information about the VAP that helped to save more than 90 lives and posted it. This creates better work because we are not afraid to say what we're doing and how we're helping. We put ourselves under the microscope. -- Paul Levy, via David Meerman Scott

Your opportunities Engage employees The front line of PR and customer service Participate in existing conversations Integrating social media with other channels Open information that doesn’t need to be closed Facilitate conversations

The Mayo Clinic hasestablished a few pilot“secret” Facebook groupsfor patients with commonconditions. Extends Mayo Clinic brandand gives patients another reason to tell their Mayo stories. More condition-focused secret Facebook groups are on the drawing board.

Possibilities Patient groups or forums Facebook recommended; they already use it!

Putting toolsin placeisn’t enough

You need… A coordinated strategy Goals Strategies Objectives Tactics Measure against objectives Training

3 Levels of Social Media Organic, Systematic, Campaign

Organic Established presence Ongoing dialogue Part of community Employees involved

Systematic / Campaign Coordinated Measured Strategic

Goals Overarching Business Outcomes

Alter reputation Bolster a service line Improve recruitment

Strategies Approaches to Achieving Goals

Appeal to Millennials,[object Object]

Offer Remote Access,[object Object]

Employee Volunteerism,[object Object]

Mayo Clinic Tweetcamp Combined Webcast and Twitter

More Flickr SlideShare Scribd Niche Networks Bookmarking Sites Location Services

Traditional MarketingDrives People To Social Channels

http://www.posterous.com Posterous is a simple blogging platform started in May 2008.It boasts integrated and automatic posting to other social media tools such as Flickr, Twitter, and Facebook, a built-in Google Analytics package, and custom themes. -- Wikipedia

iPhone App PicPosterous Images and videos

Hospital Social Media Best Practices

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