Social Media in Health Care

Betsy Woods

Public relations and marketing manager

Bethany Deines

Annual giving director

Dayton Children’s

Social Media in Health Care

The Social Network

Marylin Delphy: The site got 2200 hits within 2 hours?

Mark Zuckerberg: Thousand. Maryiln: I'm sorry? Mark: Twenty-two *thousand*. Marylin: Wow.

Erica Albright: The internet's written in ink, Mark. It's not written in pencil.

Have you ever talked about a health care experience on Facebook, Twitter, blog, etc?

1 2

50%50%

1. Yes

2. No

Our Story: @daytonchildrens

BackgroundConnect with moms, tell story, create

advocatesEnhance customer servicePosition as pediatric expertListened firstResearched what others were doingMade a commitment (3 people)Created a plan

ContentPatient stories (parental consent, complying

with HIPAA)Fundraising eventsHealth and safety tipsVideos/picturesService linesNews storiesRecall alertsAsk questions, respond to commentsCrisis communication

Nevin’s Snowman

Nevin’s Story Goes ViralYouTube video generated over 300 views in 24

hoursWDTN ran storyStory ran nationally on The Weather ChannelNumerous comments on Facebook and TwitterAsked fans/followers to write letters for

Valentine’s Day

GoalsBuild relationships (target audience: moms 18-55)Create advocatesCreate conversations – ask questions, respond to

commentsBuild an online communityIncrease participation/conversationEnhance customer servicePosition as pediatric expertDrive traffic to websiteIncrease revenue and donationsBuild referrals

Are you a fan/follower of a health care organization on social media?

1 2

50%50%1. Yes

2. No

What Are People Saying?

What Are People Saying?

What social media channel do you use the most?

1 2 3 4 5

20% 20% 20%20%20%1. Facebook

2. Twitter

3. MySpace

4. Blog

5. YouTube

RecommendationsListen firstHave a planMake a commitment Be authentic/sincereBe transparent – who is behind the message?Participate offline – attend eventsShare your story internally/get buy-in and

supportFollow back

RecommendationsParticipate in the conversation, be activePass along messages (good and bad)Use social media to improve customer

service, the experienceShare content (give credit to author)Know what your competition is doingCreate a social media policyExpect negative feedbackUse to pitch media stories

What Not to DoOnly push content (selling mode)Not participate in the convoNot respondPost content all at onceAutomated messagesNot make a commitment, leave page(s) idle Participate in every social network channel

and not manage it wellGhost writing

Questions?Join the conversation:Facebook.com/daytonchildrensTwitter.com/daytonchildrensYouTube.com/daytonchildrensBlog.childrensdayton.org