social media at fred hutchinson cancer research center - the impossible can become possible
DESCRIPTION
Social Media at Fred Hutchinson Cancer Research Center, presented to the Washington Health Executive Forum, 4/6/2010TRANSCRIPT
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Employing Social Media to Build Customer Satisfaction and
Community Outreach
Washington State Healthcare Executives ForumApril 6, 2010
The impossible CAN become possible
Social media at
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Your community
175 million people log into Facebook each day.
Our communities are online.
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"Consumers are well ahead of other health stakeholders in adopting social media in health,"
-Jane Sarasohn-Kahn
Your community
Our communitieshave expectations.
They want to hear from us.
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New way to communicate health information
Centers for Disease Control
Mayo Clinic Seattle Children’s Swedish Hospital St. Jude’s
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Who are we?
Established in 1975, pioneered bone marrow transplantation
Scientific research
External Affairs and Communications
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Why is the Hutch doing social media?
Supporters are already involved in the communication stream.
And we know that they are interested inhearing about us from us and talking with us.
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How did we get started? Event participant
blog… er, “journal,” 2007
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What was the initial reaction?
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What are we doing?
February 2008 Employees
actively involved
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What are we doing?
October 2008 Video contest Consultant
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What are we doing?
October 2008 Six+
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What are we doing?
November 2009 January 2010
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What ELSE are we doing?
Commenting on articles
RSS feeds of articles, news releases
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Latest Dr. Thomas
birthday book Website, enews,
Twitter, Facebook 330+ heartfelt
stories, photos
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What are the benefits?
Job, research study and volunteer recruitment
Education about public health, science
Brand-building
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Still more benefits… Scarce resources – easy
to get started and implement internally… not free, but not hard
New avenues for storytelling and news distribution
Puts a ‘face’ on a ‘faceless’ institution
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Final Thoughts Reaction at the Hutch now? …Seeing possibilities
and less trepidation. “We are advertis’d by our loving friends.” -William
Shakespeare You will encounter setbacks, problems… Don’t worry about it too much – social media is simply
a channel for communication
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Questions?
Suna GurolWeb ProducerFred Hutchinson Cancer Research CenterGrad Student Master in Communication in Digital Media University of [email protected]@uw.edu206/667-1112Twitter - @SunaG
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Resources Hutchinson Center social media toolkit & resource list
http://www.fhcrc.org/socialmedia A Few Twitter Tips from the Hutchinson Center
http://fhcrc.org/about/social_media/hutchinsonctr-twittertips.pdf Social Media resources for health care professionals from Ed Bennett
http://ebennett.org/ Beth Kantor blog
http://beth.typepad.com/http://www.slideshare.net/kanter/nonprofits-healthcare-and-social-media
Hospitals must embrace social media and let ROI take care of itself http://www.ragan.com/ME2/Sites/dirmod.asp?sid=&nm=&type=MultiPublishing&mod=PublishingTitles&mid=5AA50C55146B4C8C98F903986BC02C56&tier=4&id=FDD5F81B7C5947F5B810D9B03BC943A9&SiteID=200A048A0048468280B5F02A21F36800
7 ways hospitals can address criticism voiced on Facebookhttp://www.ragan.com/ME2/Sites/dirmod.asp?sid=&nm=&type=MultiPublishing&mod=PublishingTitles&mid=5AA50C55146B4C8C98F903986BC02C56&tier=4&id=13ABCC68773745B6B83AFC43C4EE821C&SiteID=200A048A0048468280B5F02A21F36800
Hospital employees create lively and compelling bloghttp://www.ragan.com/ME2/Audiences/dirmod.asp?sid=&nm=&type=MultiPublishing&mod=PublishingTitles&mid=5AA50C55146B4C8C98F903986BC02C56&tier=4&id=F99589F5DAEA41A0AD81673EF7971196&AudID=3FF14703FD8C4AE98B9B4365B978201A
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Credits “Vessel,” Fred Hutchinson Cancer Research Center campus. Photograph by Margaret
and Bjorn, Flickr.com; “Vessel” sculpture by Ed Carpenter. “Social Media”
http://s88493.gridserver.com/2009/08/26/what-27-simple-quotes-can-teach-you-about-social-media/
Quote on social media and health by Jane Sarasohn-Kahn, M.A., M.H.S.A., health economist, management consultant, and health blogger, California Health Foundation, 2008
“Guess how many people log into Facebook each day?” http://www.businessinsider.com/its-facebooks-scale-stupid-2010-2
“Changing expectations,” Bava Tuesday, 5/2008 “Trepidation”, Wall Street Greek, 10/2008.
http://1.bp.blogspot.com/_T9Nh65MTx9o/SOoelRXLeeI/AAAAAAAABJ0/C7DWL6YI1g8/s320/trepidation.bmp