Social media secrets of America's top hospitals. The document discusses how leading hospitals like Swedish Medical Center, Tufts Medical Center, and Mayo Clinic use social media to engage patients and physicians. They create online communities, share content to position themselves as thought leaders, and use social media as a relationship building tool rather than just advertising. Engagement is key, as hospitals follow, retweet, generate comments, and act as a resource to build communities online.

1. Social Media Secrets of America’s Top Hospitals Dan Dunlop

2. Industry Best Practices Social Media Online Communication Integrated Solutions Across Platforms Caveat: The social media and online communications programs of each of these organizations are integrated and far reaching. This presentation only touches upon some of the highlights for each of them.

3. Hive Marketing Bringing together individuals with a shared interest (moms, for example) Allowing them to share their passion In the case of brand advocates, giving them a forum to express their support Become a true resource for them; this comes first Feed them information that confirms their decision to support the brand Activating them when needed

4. Important Vehicle for Segmenting Your Audiences You are not speaking to a homogenous group So to most effectively engage segments of your customer base, you can create vehicles that speak to them specifically “Social media will prove to be the nail in the coffin of the one-size-fits-all customer experience model.” Robert Wollan & Nick Smith Not an advertising medium! Build community. Help people.

5. Building Up Equity for a Rainy Day “Green Stamps” analogy Market traditional services Circumvent traditional media when necessary Take messaging directly to audience, unfiltered Allow for conversation and engagement

6. Swedish Medical Center

7. Swedish Forays Tweeted robot-assisted surgery World’s first social media “sleep-up” Host to the Swedish/Ragan social media conference Social media policy – highly accessible - http://swedish.org/Policy/Social-Media-Policy The Swedish Blog: physicians, nurses, senior leaders, dieticians, social workers, etc. Anyone who has a voice at Swedish, including patients

8. Recognizing the Opportunity Founder and moderator of the #HCSM group on Twitter (healthcare communications & social media) @danamlewis

9. The Job Description One of the first hospitals to hire a full-time social media specialist Oversees the integration of social media and communications Teaches/coaches affiliated and employed physicians, and others how to use social media Legal & ethical considerations How to interact with patients How to use social media to position yourself as a thought leader Swedish Blog Creator & Administrator

13. Engagement

14. Engagement

15. When Does Swedish Tweet?

16. One Measure of Engagement

17. Measuring Reach & Impressions(somewhat flawed) http://www.tweetreach.com

18. Additional Tools for Gathering Social Media Metrics http://twittercounter.com http://www.twitaholic.com/swedish

20. Lessons from Swedish Commit! Engage – RT, mention, invite, respond Philosophy of using social media to help people; be a resource Involve – Essential to involve physicians, nurses, patients… Promote across channels Social media platforms are 24/7 – They’re working when you’re not Cover your bases: “Information Security: Internet Postings Policy” and “10 Things to Keep in Mind When Using Social Media Sites” & social media policy http://swedish.org/Policy/Social-Media-Policy Another resource: Chris Boudreaux http://socialmediagovernance.com/policies.php

22. Social Media Disclaimer Ask people to stay on topic, be courteous, and avoid offensive communication Information posted is public; exercise caution We don’t dispense medical advice via social media Best to avoid posting personal medical information through which you could be identified We retain the right to edit, delete, block, etc. We are not responsible for comments of others Contact your medical provider for specific medical advice

23. Hospital Blogs

24. Hospital Blogs

27. Lessons from Texas Health Integrate Speak to niches Follow and listen Cross promote

28. Tufts Medical Center

29. http://www.tuftmedicalcenter.tv

30. SignatureMoms.com

31. Signature Healthcare In affiliation with Tufts Medical Center Brockton, Massachusetts Lost connection with the community Financial woes Leadership transition Suburban competitors Lack of marketing infrastructure No social media presence

32. http://signaturemoms.com/

34. Facebook Promotion & Engagement

36. Traffic Trend

37. Engagement & Response 332 comments to date Average 80 visits per day 26 subscribers to the blog Facebook and Wordpress are top referrers 244 people have clicked through to Signature Healthcare’s site 126 click throughs to Tufts’ site

41. HootSuite Analytics

42. Lessons from Tufts/Signature This is about community building and it takes time It pays to do integrated marketing: traditional, online and media relation all working together Cross promote – Use Facebook to build Twitter and blog followers. Use print and outdoor to drive traffic to social media. Consider unconventional tools like http://paper.li Engage – Follow, RT, generate comments, be interesting. Don’t let it be all about you. Be a resource.

43. Patient Blogs

44. Mayo Clinic

45. http://sharing.mayoclinic.org/

50. Lessons from Mayo Clinic Invite engagement – people want to share their stories Create spaces online where people can gather; facilitate communication rather than push Be a resource Be clear about the rules of engagement for both employees and patients Your audience is not homogeneous; allow them to find others with similar interests

51. Mayo Clinic – Physician Marketing

53. Physician Update Video Blog

54. MD Anderson – Physician Marketing

57. Cooper University Hospital

59. http://www.sjmedicalreport.com

60. Lessons from Cooper Traditional and new media tools work well together Don’t put all of your eggs in one basket Communicate with your audience in the manner that is most convenient to them Video is a powerful tool allowing patients and referring physicians to meet your star physicians Act like you expect to get referrals There’s power in being a resource

61. Contact Information Dan Dunlop, Jennings Email: ddunlop@jenningsco.com Twitter: @dandunlop & @JenningsHealth Blog: http://thehealthcaremarketer.wordpress.com LinkedIn: http://www.linkedin.com/in/dandunlop Presentations: http://www.slideshare.net/dandunlop