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  • 1.Social Media in Healthcare A Common Sense Approach Ed Bennett, Director of Web Strategy University of Maryland Medical System Mayo Clinic September 29, 2010

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-1980Juggler & Street Performer
  • 1980 - 1994Microfilm Technician Software Trainer
  • 1994 - 1999 First-wave Web Entrepreneur
  • 1999 - Current Director, Web Strategy University of Maryland Medical System
  • Public Sites, Intranets, Web Marketing, SEO / SEM, Mobile apps and Social Media

Page Core Web Management Skills 4. Page La Primavera by Sandro Botticelli 5. Page 6. Page The Social Media Program at UMMC 7. About UMMS / UMMC Page

  • 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 8. Goals of the UMMC Social Media Program Page

  • Enhance and enable Word of Mouth
  • UMMCb rand&reputation monitoring
  • Media corrections
  • Put UMMC In the Room
  • Establish UMMC as a trusted source
  • Build on our current web program

9. The UMMC Social Media Team

  • Chris LindsleyOversees content for Blog, YouTube and Twitter

Page Michelle Murray UMMC Facebook Live Webcasts Kathy Schuetz UM GreenebaumCancer CenterFacebook and Twitter 10. Routine Social Media Activities Page 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!

11. Timeline - Social Media at UMMC Page 2008 2009 YouTube Oct 07 Main@UMMCTwitter Nov 08 UMMCFacebook Dec 08 CommentsPolicy Jul 09 UMMCBlog Dec 09 11 Specialty @TwitterAccounts Jun 09 MD4Haiti Blog May 10 CancerCenterFacebook Mar 10 Target - Open Social Media access for UMMC staff in Q1 20112010 2011 12. The UMMC Social Media Sites Page

  • Blogs
    • Life in a Medical Center:
    • medcenterblog.org
    • Haiti Support Initiative
    • md4haiti.org
  • YouTube
    • youtube.com/ummc
  • Facebook
    • Main UMMCfacebook.com/MedCenter
    • Cancer Center:umgcc.org/facebook
  • Twitter
    • @ummc
    • @umgcc
    • Specialty:
    • @MD4Haiti
    • @ummsFoundation
    • @ummcChildren
    • @ummcWeightloss
    • @ummcOrtho
    • @ummcWomens
    • @ummcHeart
    • @ummcMITC
    • @ummcDigestive
    • @ummcParkinsons
    • @ummcRoboticSurg
    • @ummcTransplant

13. Page 14. Page

  • Over 400 Videos
  • Duplicates videos embedded on UMMC Web sites
  • Core content fromMaryland 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

15. Page The "Secret Sauce" for getting viewers: Detailed Descriptions 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

Page 17. Facebook

  • 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. Facebook Page A Typical Facebook Interaction Is there any advice anyone can give me to ease my fears? 19. Page Facebook.com/medcenter

  • Over 5,700 Fans
  • Tools:
    • Newsfeeds
    • Polls
    • Galleries
    • Events
    • Videos
    • Ask the Expert

20. Page 21.

  • Home base for all social media activity
  • Complete control over content and functions

Page 22. The UMMC Blog - Widgets Page 23. Page "My husband had surgery today and is still in the recovery area because there is no room available for him to stay inIf 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 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! Its 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

Page 26.

  • 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 Page August2009 August2010 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% 29. Rapid Growth YouTube and Twitter Page 30. Top 15 Hospitals on Facebook Page as of September 12, 2010 Hospital Fans 7/16/2010 Fans 9/12/2010 % Change inTwo 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 Clinic21,724 25,616 17.92% 7 Veterans Health Administration 19,999 24,484 22.43% 8 Dana-Farber Cancer Institute18,120 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 LeBonheur Children's Medical Center12,448 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% 31. Top 15 Hospitals on Twitter Page as of September 12, 2010 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, 2