These are slides from Dan Dunlop's presentation at the 2010 Conference of the Illinois Society for Healthcare Marketing and Public Relations.

1. Hive Marketing: Using Social Media to Activate Brand Advocates ISHMPR Annual Conference Mark Shelley & Dan Dunlop Tuesday, November 9, 2010

2. Why does your hospital use social media to communicate with constituents? To engage and inform them. But to what end? What’s the strategy behind the engagement?

3. Hive Marketing & Social Media Based on an article by Mark Shelley and Dan Dunlop for Healthcare Marketing Advisor, January 2010. A subsequent article by Marianne Aiello is available on the HealthLeaders website

4. Hive Marketing Defined What first looks like an unorganized collection of individuals buzzing around, upon closer inspection becomes the foundation of a movement with focus and direction

5. Hive Marketing Defined Bringing together individuals with a shared interest Allowing them to share their passion In the case of brand advocates, giving them a forum to express their support Feeding them information that confirms their decision to support the brand Activating them when needed

6. Social Networks & Psychology Social Networks: The supreme hive marketing tools A gift (and a potential curse) to healthcare marketers The psychology of social networking: The importance of connecting; sense of community Allows one to create a more vivid, accessible personal brand Sense of empowerment A negative outcome can be digital narcissism; the negative side of giving someone a voice! The 7 A’s of social media: Acknowledgement, Attention, Approval, Appreciation, Acclaim, Assurance/Affirmation, and to be “A Part of something” bigger than they are.

7. The Power of Community Oxytocin hormone – The generosity-trust chemical (also called the “cuddle drug”) Dr. Paul Zak, Neuroeconomist at Claremont Graduate University Studies have shown that the brain reacts to social networking interaction as if they were in-person interactions Social media users get that same emotional benefit Heightened feeling of trust, empathy and generosity

8. The Hive: Social Media Vehicles Examples: Facebook pages Hospital blogs Patient communities LinkedIn Groups Twitter Groups (Yes, Twitter Groups!) YouTube

9. Facebook A natural medium for hive marketing Friendly, supportive tone People “like” things Designed for people to show their support Pages vs. Groups How you know you’re being successful: engagement

10. LinkedIn Groups Groups can be open or private; members opt-in to communication Daily/weekly eblast for distributing news and discussions Ideal for communicating with employees and alumni, medical students and friends of the hospital Easy to create and maintain Post event notices and press releases to the group

11. Twitter & Twitter Groups www.twittgroups.com Allows individuals to follow a conversation stream Establishes a common #hashtag for the group Sense of community Constant flow of information

12. Twitter/Facebook/Blog Trifecta Power of using these in tandem Twitter’s ability to reach out Facebook’s storytelling ability and group building capacity Blog: long-form storytelling; ability to establish a brand voice/personality

13. Hospital Blogs

14. Hospital Blogs

15. Hospital Blogs

16. Patient Online Communities PatientsLikeMe.com Medhelp.org DailyStrength.org Organizedwisdom.com Everydayhealth.com Revolutionhealth.com ACOR.org HealthAngle.com

17. Patient Communities

18. Cultivating Your Supporters Truly a community building activity The care and feeding of the community: Post regularly Encourage engagement Reward engagement Keep things interesting Vary your outputs Don’t make it all about you

19. Building Up Equity for a Rainy Day “Green Stamps” analogy Social networks for crisis communications and issue management Circumvent traditional media when necessary Take messaging directly to audience, unfiltered

20. Ways To Use The Hive Countering negative news Correcting misinformation Sharing news directly with constituents Announcing events Managed care negotiation Issue management Weigh public opinion Health education

21. Lexington Medical Center

22. LMC Background West Columbia, South Carolina 414-bed metropolitan medical complex Comprehensive, county-wide healthcare network More than 5,000 employees Affiliated physician practices, community medical centers, extended care facility NRC Consumer Choice Award winner Press Ganey Summit Award winner

23. LMC Heart Timeline The 10 year timeline: August 2000 – LMC’s Board approves the submission of a CON application for a diagnostic cath lab. January 2001 – LMC receives CON approval from DHEC. February 2002 – LMC opens diagnostic cath lab. Calendar Year 2003 – Cath lab performs 1,210 diagnostic catheterizations. April 2004 – LMC files CON to provide comprehensive cardiac services including open heart surgery and elective therapeutic cardiac caths. October 2004 – CON denied. February 2006 – LMC appeals DHEC’s denial of their open heart CON in administrative court.

24. LMC Heart Timeline April 2006 – The SC House and Senate each pass a bill that would have allowed LMC to perform open heart surgery. May 2006 – Governor Mark Sanford vetoes the bill. September 2006 - Administrative Law Court determines that a Lexington heart program would cause volumes to drop at Palmetto Health Richland and Providence Hospitals and should be denied for that reason. January 2008 – SC Supreme Court agrees to review and hear LMC’s appeal. November 2008 – LMC withdraws its appeal and submits a new CON for renovations, which includes the relocation of the Diagnostic Cath Lab Department, addition of a second cath lab and provision of emergency PCI services.

25. LMC Heart Timeline February 2009 – LMC reaches an agreement with Providence Hospital to de-license one of their cardiac suites, allowing LMC to add a new suite. April 2009 – Both houses of the SC Legislature pass a Joint Resolution commending LMC and Providence Hospitals. November 2009 - LMC receives CON approval from DHEC for the relocation of the Diagnostic Cath Lab Department, the addition of a second cath lab and provision for emergency PCI services. December 2009 – LMC and Providence Hospitals file a joint CON (the first in the history of DHEC) for the development of an open heart surgery program at LMC.

26. LMC Heart Timeline January 2010 - LMC relocates the Diagnostic Cardiac Cath Department and opens the second cardiac cath lab and makes provisions for emergency PCI services. April 2010 – LMC and Palmetto Health reach an agreement where LMC’s open heart program can proceed. Palmetto agrees not to contest LMC’s application. June 2010 – DHEC approves Lexington Medical Center’s CON to provide comprehensive cardiovascular services, including open heart surgery and elective therapeutic cardiac catheterizations.

27. The Need for Hive Marketing Contentious relationship with The State Newspaper Strong base of support in Lexington Need to put those supporters to work on behalf of the brand Need to get LMC’s story out without “spin” Need to communicate with and activate supporters without going through conventional media

28. Countering a Sea of Negative Publicity

29. Countering a Sea of Negative Publicity

30. Countering a Sea of Negative Publicity

31. Countering a Sea of Negative Publicity

32. Putting Social Media to Work We put our hive to work!

33. Putting Social Media to Work

34. Putting Social Media to Work

35. Lexington Wins Approval

36. Lexington Wins Approval

38. Coming Full Circle

39. Tufts Medical Center & BCBSMA

40. About Tufts Medical Center Academic Medical Center 415-beds Boston’s Theater District The oldest permanent medical facility in the country Led by dynamic CEO Ellen Zane Also home to Floating Hospital for Children Teaching hospital for Tufts University School of Medicine

41. About Tufts Medical Center Competitive Boston Metro Partners Healthcare – Teaching affiliate of Harvard Medical School Brigham and Women’s Hospital Massachusetts General Hospital Another 6 or more community hospitals Beth Israel Deaconess Hospital Dana Farber Cancer Institute Children’s Hospital Boston (Harvard affiliate) New England Baptist Hospital Boston Medical Center

42. Tufts Medical Center & BCBS MA

43. Tufts Medical Center & BCBS MA

44. Managed Care Negotiation Breakdown

45. Bloggers Voice Support & Concern

46. Bloggers Voice Support & Concern Authentic voices join the conversation

47. Bloggers Voice Support & Concern

48. Dedicated Microsite

49. Facebook for Organizing Support

50. Dedicated Blog

51. Countering Misperceptions

52. The Power of One Individual’s Network

53. The Power of One Individual’s Network

54. Supporter Comments On News Sites Wall Street Journal Health Blog

55. Supporter Comments On News Sites

56. Merrimack Valley Moms

57. Merrimack Valley Moms Blog How do we engage busy moms? Lowell General Hospital decided to start a mommy blog for the Merrimack Valley Region of Massachusetts and Southern NH. Recruiting bloggers via a Facebook contest The contest’s impact on Twitter and Facebook Building community: Mommy Blogger Brunch

58. Merrimack Valley Moms

59. Merrimack Valley Moms

60. Merrimack Valley Moms Spreading the word via area Facebook groups

61. Merrimack Valley Moms Contest submissions from prospective mommy bloggers

62. Merrimack Valley Moms Examples of engagement on Facebook

63. Merrimack Valley Moms

64. Merrimack Valley Moms

65. Merrimack Valley Moms

66. Merrimack Valley Moms

71. Scott and White Hospital Fort Hood shootings (November 2009) Prominent example of social media for crisis communication Used Twitter to tweet updates to direct news media to official statements (43 tweet in 3 days) Used social media to dispel rumors and correct misinformation Tweets updated community of status of their ED (closed to all but Ft. Hood patients) Tweets asking for blood donations; led to more than 1,000 units being donated Posted hospital press conference on YouTube Videos of people donating blood

72. Scott and White Hospital

73. Tips for Getting Started Build your communities proactively, in anticipation of a need Nurture the community and its members (regular care and feeding) Participate, engage. Don’t just push information Don’t let the community languish Have some personality Reward engagement

74. Tips For Getting Started Cross promote between platforms Find community #hashtags (in Columbia, SC the most popular tag is #famouslyhot) Use hashtags to build followers RT good information relevant to your followers Follow local news media and community orgs Share links to your blog posts on Twitter and Facebook Use tags and categories for blog posts and YouTube videos

75. Tips For Getting Started

76. Social Networks & Crisis Communication Build social media tools into the plan; part of an integrated approach Ramp up “membership” before the need arises Consider the different constituents: news media, your employees, general public, patients and families, influentials, business leaders Assign monitoring and posting responsibilities Proactive listening, identify problems or miscommunication, define resolution, then engage with information (open and transparent communication) Often diffuse visible predicaments before they become full-blown crises

77. Social Networks for Healthcare Marketers Healthcare Marketing LinkedIn Groups http://www.linkedin.com/home?myGroups=&trk=hb_side_grps

78. Social Networks for Healthcare Marketers http://twittgroups.com/group/hcmktg

79. Contact Information Mark Shelley Email: msshelley@lexhealth.org Twitter: @LexMedCtr Dan Dunlop Email: ddunlop@jenningsco.com Blog – http://thehealthcaremarketer.wordpress.com Community – http://heathcaremarketing.ning.com Twitter - @dandunlop