Published on March 10, 2014
EMPLOYING SOCIAL MEDIA TO IMPROVE SERVICE AND EXPAND REACH Shaping the Future of Healthcare, March 8, 2014
Meet the Panel Mark Miller, Children’s National Health System Ed Bennett, University of Maryland Medical Center Shana Rieger, Inova Health System Joey Rahimi, Branding Brand
Hospital Use of Social Media Social Media Accounts Facebook Foursquare Twitter YouTube LinkedIn Blogs 716 651 Source: Mayo Clinic Center for Social Media, March 2014 1292 1090 998 209
Social Media at Children’s National Platform Started Followers Dec 2007 27,715 Dec 2008 25,300 Nov 2011 266,650
Uses of Social Media in Health Care Reputation/Branding Marketing Education Fundraising Public relations Public affairs/advocacy Internal communications Patient support groups Customer service Recruitment …and more
Topics for Today Social Media Access Online Patient Support Groups Brand Management Customer Service: The Good, the Bad, and the Ugly Connecting With Consumers Donor Engagement Trends to Watch
University of Maryland Medical Center Social Media Access
HIPAA & privacy violations IT security Loss of message control Employee productivity Perceived Risks of Social Media Access Our IT staff reacts
1. Staff can access social media on personal devices. 2. Access is a management decision, not just one by IT or HR. 3. Create social media polices and guidelines, then enforce them. 4. Provide training about social media risks and opportunities. 5. Social media sites are web sites, so virus and malware risks are similar and can be managed. 6. Even if you block social media, staff can and will visit other sites. 7. Educate users about managing security risks (e.g., creating passwords, recognizing suspicious emails, messages, links, etc.) Answers to Common Objections
Patient Expectations “You trust your staff with my life, but think they can’t handle Facebook?” “You cut off my support network when I needed it the most.” -- Patient responses to UMMC blocking social media
Opening Access at UMMC Why Change? Patient satisfaction – #1 driver Respect for hospital staff Lessons learned from the first Web cycle Opportunity to reach and build communities
Before We Opened Access: Required annual training for all staff Provided tools for managers Packaged presentations Videos FAQs Encouraged discussion Acknowledged gray areas Opening Access at UMMC
Results: Unblocked social media on Jan. 1, 2011 A “no drama” launch Decreased patient complaints Increased employee awareness Social media = business as usual Opening Access at UMMC
University of Maryland Medical Center Patient Support Groups
Patient Support Groups on Facebook Outgrowth of traditional IRL groups Managed by the same group leader Mix of closed and secret groups Posts are private to the group Set up and sanctioned by the UMMC Communications Department
Liver transplant Digestive diseases Hepatitis C Trauma survivors Launched early 2011 50-100 members each Patient Support Groups on Facebook
Transplant Support on Facebook
Transplant Support on Facebook
“Has anyone met their donor’s family? What's your take on meeting them?” “I had the privilege of meeting my donor's surviving sister. We started writing, emailing, texting, and finally met in person last year.” Transplant Support on Facebook
“I am so thankful for this support group. You all have made my wait bearable. There is so much love in here. “Only we know what we are going through.” Transplant Support on Facebook
Inova Health System Online Brand Management
Monitoring Tools Free: Google Alerts Twitter search Paid: Radian 6 Meltwater What are people saying about you?
Identify patient ambassadors Gerald Share Lifesaving Story
Inova Health System The Good, the Bad and the Ugly
The Bad April 2013
The Ugly April 2012
Customer Service Key points: Respond (at least most of the time) Take complaints off-line Share recognition The good far outnumbers the bad/ugly
Children’s National Health System Connecting with Parents
Marketing to the Healthy
Parent’s Letter Project
Children’s National Health System Donor Engagement
Online Fundraising 0 500000 1000000 1500000 2000000 2500000 2007 2014 Dollars Raised Online Dollars Raised Online $200,000 $2.2 million
Results Increase in list size -- up to 35% Engaged donors Happy kids and families
Branding Brand Trends to Watch
CONTENT IS KING: The Children’s Hospital of Minnesota has had a health blog since 2010 and have published nearly 5,000 articles. Over 32,000 websites link to this blog as a valuable resource. They use a legal disclaimer and moderate all comments. http://www.childrensmn.org/blog/kidshealth/
RAPID LEARNING & COLLABORATION: Doctors at Boston Children’s Hospital are sharing peer-reviewed training videos and on-demand curricula to demonstrate the latest life-saving techniques in child care, building an ecosystem of well-trained healthcare professionals.
SOCIAL DATA: Access to behavioral data that is allowing organizations to analyze sentiment, listen and learn from customer experiences and behaviors and tap into the social pulse of their employees and customers.
MOBILE TAKEOVER: Mobile website traffic (smartphones and tablets) will surpass desktop traffic in 2014. Ensuring all content and marketing is built with a “mobile first” mentality will be critical to ensuring accessibility.
Resources Twitter.com/HealthSocMed #hcsm http://network.socialmedia.mayoclinic.org/
Keep in Touch @EdBennett firstname.lastname@example.org @shanarieger email@example.com @joeyrahimi firstname.lastname@example.org @mmiller20910 MRMiller@childrensnational.org @UMMC @inovahealth @brandingbrand @childrenshealth
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