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BEST PRACTICES FOR HOSPITALS ON

FACEBOOKAHA MEDIA GROUP

MARCH 17, 2014

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GOALS OF THIS REPORT

1. Use current U.S. News & World Report Honor Roll rankings

2. Examine how those hospitals use Facebook to share content and affect their reputations

3. Glean any best practices other hospitals and health systems can use

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METHODOLOGY

We created this report by:

1. Using the Best Hospitals Honor Roll from U.S. News & World Report (July 16, 2013)

2. Examining vital facts and figures

3. Uncovering best practices from the data

4. Providing examples so you can implement these tactics at your hospital or health system

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BEST HOSPITALS 2013-2014

This ranking is according to the honor roll provided by the U.S. News and World Report (July 16, 2013)

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Rank Hospital Location

1 Johns Hopkins Hospital, Baltimore Baltimore, MD

2 Massachusetts General Hospital, Boston Boston, MA

3 Mayo Clinic, Rochester, Minn. Rochester, MN

4 Cleveland Clinic Cleveland , OH

5 UCLA Medical Center, Los Angeles Los Angeles, CA

6 Northwestern Memorial Hospital, Chicago Chicago, IL

7 New York-Presbyterian University Hospital of Columbia and Cornell New York, NY

7 UCSF Medical Center, San Francisco San Francisco, CA

9 Brigham and Women's Hospital, Boston Boston, MA

10 UPMC-University of Pittsburgh Medical Center Pittsburgh, PA

11 Hospital of the University of Pennsylvania, Philadelphia Philadelphia, PA

12 Duke University Medical Center, Durham, N.C. Durham, NC

13 Cedars-Sinai Medical Center, Los Angeles Los Angeles, CA

14 NYU Langone Medical Center, New York New York, NY

15 Barnes-Jewish Hospital/Washington University, St. Louis St. Louis, MO

16 IU Health Academic Health Center, Indianapolis Indianapolis, IN

17 Thomas Jefferson University Hospital, Philadelphia Philadelphia, PA

18 University Hospitals Case Medical Center, Cleveland Cleveland , OH

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WHO HAD THE MOST FACEBOOK FANS IN 2013?*

*As of 2/6/2014

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Rank Hospital Facebook Page Facebook Fans

1 Johns Hopkins Hospital, Baltimore https://www.facebook.com/Johns.Hopkins.Medicine 132,911

2 Massachusetts General Hospital, Boston https://www.facebook.com/massgeneral 17,371

3 Mayo Clinic, Rochester, Minn. https://www.facebook.com/MayoClinic 495,885

4 Cleveland Clinic https://www.facebook.com/ClevelandClinic 810,793

5 UCLA Medical Center, Los Angeles https://www.facebook.com/uclahealth 6,845

6 Northwestern Memorial Hospital, Chicago https://www.facebook.com/NorthwesternMemorialHospital 8,590

7 New York Presbyterian University Hospital of Columbia and Cornell, N.Y. https://www.facebook.com/newyorkpresbyterian 39,984

7 UCSF Medical Center, San Francisco https://www.facebook.com/UCSFMedicalCenter 12,836

9 Brigham and Women's Hospital, Boston https://www.facebook.com/BrighamandWomensHospital 17,946

10 UPMC-University of Pittsburgh Medical Center https://www.facebook.com/upmc 14,287

11 Hospital of the University of Pennsylvania https://www.facebook.com/pennmed 6,717

12 Duke University Medical Center, Durham, N.C. https://www.facebook.com/dukemedicine 6,832

13 Cedars-Sinai Medical Center, Los Angeles https://www.facebook.com/CedarsSinai 10,903

14 NYU Langone Medical Center, New York https://www.facebook.com/NYULangone 4,454

15 Barnes-Jewish Hospital/Washington University, St. Louis https://www.facebook.com/barnesjewishhospital 54,179

16 IU Health Academic Health Center, Indianapolis https://www.facebook.com/IUHealth 5,628

17 Thomas Jefferson University Hospital, Philadelphia https://www.facebook.com/jeffersonhospital 7,483

18 University Hospitals Case Medical Center, Cleveland https://www.facebook.com/UniversityHospitals 11,349

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IS IT BECAUSE THEY ARE THE BIGGEST?

No. With 1,267 beds, (the average hospital had 1,043) and 810,793 Facebook fans, (the average hospital had 92,500) Cleveland Clinic surpasses all the top hospitals by more than 300,000 Facebook fans.

Rank Hospital Number of Beds* Facebook Fans

4 Cleveland Clinic 1,267 810,793

3 Mayo Clinic, Rochester, Minn. 1,132 495,885

1 Johns Hopkins Hospital, Baltimore 912 132,911

15 Barnes-Jewish Hospital/Washington University, St. Louis 1,305 54,179

7 New York-Presbyterian University Hospital of Columbia and Cornell, N.Y. 2,264 39,984

9 Brigham and Women's Hospital, Boston 779 17,946

*The information was provided by the American Hospital Association. Find out more about AHA data products at www.ahadata.com. Data last updated July 2013 (taken from U.S. News & World Report)

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IS IT BECAUSE THEY HAVE BEEN ON FACEBOOK THE LONGEST?

No. Cleveland Clinic only joined Facebook in March 2009, putting them almost two years behind other hospitals.

Hospital Fans as of 2/6/2014 Joined Facebook

Mayo Clinic, Rochester, Minn. 495,885 12/4/2007

Thomas Jefferson University Hospital, Philadelphia 7,483 8/28/2008

Massachusetts General Hospital, Boston 17,371 11/12/2008

Johns Hopkins Hospital, Baltimore 132,911 11/26/2008

Brigham and Women's Hospital, Boston 17,946 1/5/2009

Duke University Medical Center, Durham, N.C. 6,832 2/2/2009

UCLA Medical Center, Los Ángeles 6,845 3/11/2009

Cleveland Clinic 810,793 3/16/2009

University Hospitals Case Medical Center, Cleveland 11,349 3/31/2009

UCSF Medical Center, San Francisco 12,836 4/15/2009

NYU Langone Medical Center, New York 4,454 6/16/2009

Hospital of the University of Pennsylvania, Philadelphia 6,717 7/6/2009

Barnes-Jewish Hospital/Washington University, St. Louis 54,179 7/9/2009

Northwestern Memorial Hospital, Chicago 8,590 1/8/2010

UPMC-University of Pittsburgh Medical Center 14,287 1/13/2010

Cedars-Sinai Medical Center, Los Angeles 10,903 5/7/2010

New York-Presbyterian University Hospital of Columbia and Cornell, N.Y. 39,984 7/14/2010

IU Health Academic Health Center, Indianapolis 5,628 12/1/2010

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SUCCESS ON FACEBOOK

Success on Facebook isn’t correlated to the number of beds you have, or how long you’ve been using the social media and content platform.

Facebook success comes from a combination of factors, including your team, your creativity and your willingness to explore the medium and experiment.

At Aha Media, we found 5 best practices for hospitals on Facebook, which you’ll find in the next slides.

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SO WHAT ARE HOSPITALS

DOING RIGHT?

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5 BEST PRACTICES FOR

HOSPITALS ON FACEBOOK:

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TIP # 1:Don’t just promote yourself, share content.

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MORE ABOUT TIP # 1:Don’t just promote yourself, share content.

Post tips and advice that people are interested in such as:

• Recipes• Wellness tips• Prevention information

Not only will people like those posts, but they will comment and share.

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TIP # 2:Use pictures for impact and interestThis picture posted by Johns Hopkins Hospital wishing people a Happy Halloween received 2,665 likes!

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MORE ABOUT TIP # 2:Use pictures for impact and interestEveryone loves pictures!

• Put pictures and videos in many of your posts, particularly if you want to be seen on Facebook Paper.

• Consider creating a narrative out of pictures and posting them on sequential days of the week. You’ll tell a better story that way, and you’ll keep people engaged.

• Babies and “cute” pictures get a lot of attention.

• Remember that hospitals are scary places. Look for pictures that communicate joy and hope.

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MORE PICTURES THAT WORK

This picture got tons of attention on Facebook. But

when you see how many views it got on YouTube, (over 7

million) it pales in comparison. Don’t forget to cross-promote

your feel-good content on other social media channels to encourage views and sharing.

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TIP # 3:Foster community pride

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MORE ABOUT TIP #3:

Foster Community PridePost about:

• Sports teams• Local events• Things for families to do• Fundraisers and health fairs

There is nothing like a sports fan and that is always bound to draw attention and get you some likes!

Families are always looking for weekend and healthy activities. If your Facebook page becomes an “event resource” for your community, you’ll encourage even more likes and engagement.

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MORE EXAMPLES OF COMMUNITY PRIDE

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TIP # 4:Write relevant headlines for your audience

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MORE ABOUT TIP # 4:Write headlines relevant for your audienceWhat’s great about these headlines is that they aren’t coy. They are straightforward and make me want to click.

• “90% of Americans do not consume enough of THIS each day. Do you?” (The answer is fiber.) (Cleveland Clinic)

• "I wake up in the middle of the night and can't get back to sleep. What can I do?" Here are 9 strategies to relieve insomnia:” (Mayo Clinic)

• “It's the winter that won't quit... Have you had enough of the cold, gray weather? Boost your mood with these tips:” (University Hospitals)

• “Duke doc says serious games and virtual environments are the future of education. Do you agree?” (Duke Medicine)

• “To stay hydrated and healthy, you need to drink eight 8-ounce glasses of water a day. Fact or Fiction?” (UPMC)

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TIP # 5:Don’t fade in and out or become a ghost

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MORE ABOUT TIP # 5:Don’t fade in and out or become a ghost

• Post regularly. At least every other day.

• Don’t let people have time to forget about you.

• Think of yourself as a good friend. Wouldn’t a good friend check in and communicate?

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AND IT’S OK TO BRAG A LITTLE… (SOMETIMES PEOPLE LIKE IT!)

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TO LEARN MORE:• Read our blog posts on:

• How to Use Facebook for your Hospital • Facebook Advertising: Is it Right for your Organization?

• Read our Content Aha’s newsletter on:

• Facebook Engagement • Facebook Paper

• Read our healthcare marketing thought leadership:

• Content Strategy for Healthcare• Social Media for Hospitals [PDF]• 6 Secrets of Social Media Superstars in Healthcare

Interested in learning more about the hospital and healthcare marketing services that Aha Media Group provides? Contact us today.