EmbracingtheInfluenceofSocialMedia

Presenters:DianneArnold,MSN,RN

LilyVautour

@BostonChildrens@LilyVautour

Agenda• Overview of Social Media at Boston Children’s Hospital

• Review Process for Negative Social Media Activity

• Future Social Media + Patient Relations/Experience Collaboration

• Take-a-ways

OurAud

iences

Boston Children’s Social Media Landscape

Patients

Parents/FamilyMembers

Employees

ProspectivePatientFamilies

Donors

Media

Clinicians

Researchers

IndustryLeaders

Volume&Reputation

EmployeeEngagement&Education

PatientExperience

Social Media StrategyOur social media program shares content that will inspire, support and empower our prospective, current and former patient families. We support the hospital’s commitment to being the premier resource and institution for child health.

PHONE CALLS

REQUESTED APPOINTMENTS

EMAILS

10,865posts

400millionimpressions

3millionengagements

In FY16:Year over Year

Facebook Share of Voice

29%

15%

12%

9%

7%

7%

6%

5% 4%

4%

2% BostonChildren's

SeattleChildren's

CHOP

NationwideChildren's

LurieChildren's

Children'sHospitalColorado

CincinnatiChildren's

ChildrensHospitalofPittsburgh

TexasChildren's

Children'sLA

JohnsHopkinsChildren's

+187%

+26%

+5%

Volume & Reputation

• Improve employee engagement with the hospital through social media

• Mitigate social media risk for hospital + employees

What we hope to accomplish:

• Frequently Asked Questions• Best Practices• Privacy Settings How-to• New Page + Post Applications

New resources developed:

Employee Engagement & Education

FACEBOOKCOMMENTSSENTIMENT

Positive Neutral Negative

25,000commentsinFY16

5stars 4stars 3stars 2stars 1star

FACEBOOKREVIEWS

21,000reviewsinthepast3years

Patient Experience

The entry points

Why risk it?

Standard Negative Feedback Access Points

• Write letter• Conversation with staff• Call

• NEW: Post to social media

Negative Social Media Post Review

PR follows normal review process

Depending on the post, PR may work to identify patient and make outreach before

SM team publicly responds

SM team alerts PR team to post

SM team posts a standard reply which encourages contact with PR team

SM team only responds to posts on Boston Children’s sites

Review ProcessPatient Relations contacted

• Patient/family expresses dissatisfaction• Negative comment on social networking• Institutional event• Staff/team requests support on complex case

Patient Relations communicates with patient/family to:

• Identify concerns/expectations for resolution• Establish communication plan

Patient Relations

collaborates/meets with

appropriate resources

Review process initiated

Review concluded

Legal

Departmental administrator

Communications

PPSQ

Clinical team

Finance

Patient Relations communicates conclusion

Patient Relations works further with patient/family

• Offer team meeting/ communication• Escalate to Director of Clinical

Operations• FACT consult if needed

Patient/family continues to be unsatisfied:

• Patient Relations presents to SCLC• Final resolution determined

Patient/family satisfied

Patient/family not satisfied

Actively Leveraging Social Media

Patient/family/advocate may use Social Media to gain public support for their dissatisfaction

Goals include:• Communicating with Hospital Administrators

• Disruption of hospital operations

• Targeting specific staff who they believe are responsible for their dissatisfaction

• Damaging reputation of organization

• Mobilizing support

Social Media Tactics

• Letter/email campaigns

• Phone call campaigns

• Cyber attack

• Petitions (typically organized via social media)

• High volume of Facebook posts and reviews

• Twitter Storms

Events are planned to support their goals

Institutional Responsibilities

• Adhere to patient privacy requirements

• Maintain focus on best clinical interest of patient/family

• Continue to provide safe and effective care to all patients/families

• Protect and support our clinical staff

• Ensure no disruptions to normal hospital operations

• Reputation management

Goals:

Coordinate Institutional Approach

All Hands on Deck:• AOD

• Legal

• Patient Relations

• Marketing & Communications

• Emergency Management

• Security

• Patient Safety Managers

• Information Technology

• Clinical Staff

Tactical Response

Call re-directs

Email re-directs

Social Media management

Media Inquiry Management

Use Data to Gain Perspective3% 5% 3%

1%

14%

74%

0%

BlogFacebookForumGeneralNewsTwitterVideo

Breakdown by Channel Type

0

500

1000

1500

2000

2500

3000

3500

Less than 600 600-800 800-900 901-1000

Breakdown of Unique Authors by KredInfluence*ranking of 1 – 1,000 of Twitter Influence based on ability to garner retweets, replies and favorites

SocialMediaTeam

Research

Nursing

ClinicalEducation&Informatics

Marketing&Communications

HumanResources

Legal InnovationTeams

PatientRelations

PatientExperience

AllHospitalDepartments

Trust

CommunityHealth/GovRelations

Coordinate on events, social channels, visits. Support campaigns

Support each department in the hospital as we can regardless of “priority”

Working to integrate social comments into Patient Experience Dashboards. Aid Family Advisory Council in promotion.

In consistent communication with team on any patient issues we come across on social media

Support projects through our innovation social media channels

Working to better integrate social media content at orientation

Coordinate to develop and distribute content, campaigns,

advertising, etc

Developed SM Education Program

with this team, utilized nursing leadership

feedback

Continue to partner with. Present at

orientations, Grand Rounds, etc

Piloting Facebook advertising

campaigns to assist in study

recruitment

Promote community events, support key policies

Supply social listening insights and dashboards to aid in issue management

Social Media partnering across the hospital

Further Collaboration: Social Media + PX Team

• Experience Dashboard tracks our progress on improvement goals

• Includes Patient, Referring Provider, and Employee Experience

• Integrate social media comments into Experience Dashboards

• Utilize valuable Facebook comments to improve, inform and recognize care teams

Take-a-ways Patients + families are on social media

Hospitals should engage on social media if they can adequately staff the channels from a content and monitoring perspective

Social Media Team should be well coordinated with other teams like Patient Relations to handle crisis and experience issues

Social media insights can be utilized to inform Patient Experience Teams

Embrace Social Media

Questions?

Dianne Arnold, MSN, RN, Patient Relations Specialistdianne.arnold@childrens.harvard.edu

Lily Vautour, Senior Social Media Specialistlillian.vautour@childrens.harvard.edu@LilyVautour

@BostonChildrens

Next…

Lunch11:15AMFoyer

WinachanceforaComplimentary2018ConferenceRegistrationbycompletingtheevaluationforeachsessionyouattend. JustaneasyclickontheFeedbackIconfoundonyourmobileappandafewmomentsofyourtimetocomplete

theevaluation.Yourfeedbackisveryimportanttous.

www.theberylinstitute.org 26