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2018 Statewide Education

Coordinating Committee Retreat

August 3, 2018

Welcome & Introductions

Julie Reppas, CHA

George Greene, HASC

Dimitrios Alexiou, HASD&IC

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Association Guiding Principles

Julie Reppas, CHA

Systems and Operational Updates

Brooke Wade, CHALiz Mekjavich, CHAAnthony Roth, CHA

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Cvent General Updates, Crowd CompassBrooke Wade, CHA

Cvent General Updates, Crowd Compass

Cvent Project Flex

Cvent Crowd Compass (demo)

Other Cvent platform updates

Cvent user group

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Break

Optimizing the Value of Social Media: Why, What and When to Use

Tracy Campbell, CHA

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Optimizing the Value of Social Media

Aug. 3, 2018

Social Media LandscapePew Research Center (2018)

“A majority of Americans use Facebook and YouTube, but young adults are especially heavy users of Snapchat and Instagram.”

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Who’s Using Social Media• Facebook: 2 billion users. Used by a majority of Americans across a wide

range of demographic groups. Other platforms appeal more strongly to certain subsets of the population. (C-2-C and B-2-C platform)

• Twitter: 336 million users. 80% of its users are “affluent millennials” –young, educated. Top industries: news, politics, sports. (B-2-B)

• LinkedIn: 500 million users. Especially popular among college graduates and those in high-income households. Some 50% of Americans with a college degree use LinkedIn. (B-2-B platform)

• YouTube: 1 billion active users. The biggest online video platform worldwide featuring a wide variety of user-generated and corporate media content that include music and TV videos, video blogs, short original videos, instructional videos, and gaming videos.

Social Media Landscape• 500 million “tweets” per day • 55 million status updates made daily on

Facebook • 5 billion videos viewed daily on YouTube • 77.6 million active users

It’s crowded!

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Social Media Success

• Know exactly who is using a particular social network — and what they’re looking for when they do. The key is to create a social presence that creates engagement (relationship).

• Know who you want to target.• Know your social media goals, your resources

and how you will define success.

Nearly 1 million Californians who are dedicated to preserving access to

high-quality, affordable health care.

Use social media to tell stories to attract, inform and engage health-interested Californians and voters about health care issues.

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CHA’s Social Media ProgramAudiences

@calhospitals – Targeted Audience: Legislators, stakeholders, other influencers and the media @jemersonshea – Targeted Audience: The mediaIssue Experts/Managers – Sheree Lowe, Peggy Wheeler, BJ Bartleson, Pat Blaisdell, Peggy Wheeler

Hospital & healthcare workers, volunteers

Repository for CHA videos

CHA’s business and HR/staff recruitment

Current Social Media Channels & Uses

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Optimizing Social Media

Having a Social Media Plan:7 Sacred Questions

• Do you have a clearly defined business objective? What do you hope to achieve?

• Who do you want to reach? What social platform allows you to reach your desired “subset” audience?

• Do you have the appropriate resources for a sustained program?

• Do you have the right messaging and content that will engage action-takers?

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7 Sacred Questions (cont.)

• Do you have a consistent calendar of topics, products, events?

• Do you have the appropriate tools to create content and monitor performance?

• Do you have a defined budget?– Organic vs. paid promotion

Breaking Through –What is Great Social Content?

• Social networks are just that – social. You need to create a consistent presence, conversation and relationship to get action.

• Content must be engaging to compel your audience/viewer to take action – hard sales tactics won’t work.

• The content (product) must offer value for them to become a repeat customer.

• Drive viewers. It’s not enough to post content. You need to advertise and promote it.

• Analyze, adjust and do it again.

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Advertising/Sponsored Content

Gender Targeting: Target your message to males or females.

Interest Targeting: Serve up your campaign to users whose interests broadly align with your business.

Follower Targeting: Target the followers of relevant accounts to reach people who are likely to beinterested in your content.

Behavior Targeting: Reach high-intent audiences on Twitter based on shopping and spending patterns.

Keyword Targeting: Act on signals of intent by delivering timely messages to users based on whatthey’ve recently Tweeted or engaged with in Tweets.

Geography Targeting: Connect with a global audience or narrow the reach of your campaign to a specific country, region or even town.

Whether you want to reach a niche group or connect with people around the world, social platforms like Twitter and LinkedIn offer a variety of targeting options:

Twitter Advertising Campaign Objectives

Twitter Ads objective-based campaigns are designed to help achieve results that drive action and add value to a business/organization. Create campaigns tailored for a variety of goals, from driving website traffic to increasing awareness.

Website Clicks: People use Twitter to connect with their interests and discover new products. Effectively showcase your business and bring interested audiences to your site.• Gain Website Traffic• Increase Online Purchases• Gather High Quality Leads

Followers: Followers are incredibly valuable to your success. When someone follows you on Twitter, they not only see your Tweets, but they're also likely to become an advocate and customer.• Accelerate Relevant Follower Growth• Build an Audience You Can Engage With Over Time

Engagement: People on Twitter love to discover and share interesting content, take part in enthusiastic conversations; and connect with others outside their immediate circles.• Increase Retweets, Likes and Mentions• Build Awareness• Create Buzz

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Twitter AdvertisingUsing a Website Clicks campaign, CHA is raising awareness of the Disaster Planning Conference by targeting Californians who follow hospitals and emergency response organizations.

Website Cards are the best way to bring traffic from Twitter to your website. Promoted Tweets with Website Cards have 43% higher engagement rates than Tweets with links.

① In your Tweet copy, highlight your products or services and give people a reason to visit your website.② Add an eye-catching lifestyle or product image to make your Tweet stand out.③ Include a brief description in your headline text and add the URL for your website.

Preparing to Take the Next Steps• Analyze your current social networks and

campaigns- Are you connecting with the right audience?

- Are you meeting your key objectives?• Resist the urge to go with the masses. Do you

want 10,000 people in your network or do you want a relationship with the “right” 100 people who can take action?

• New social and digital workgroup – Sept. 5 meeting

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Thank You

Tracy CampbellVice President, Digital AdvocacyCalifornia Hospital Associationtcampbell@calhospital.org

Master Calendar Updates

Liz Mekjavich, CHA

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Background• RA, CHA, HQI education programs logged

into a single master calendar located on CHA servers

• Goal of single source calendar to keep us all informed, avoid potential overlaps

• Updated by Robin Campbell, CHA• All orgs had access, easier for some than

others• Potential conflicts managed directly

between orgs

Now• CHA intranet moved to online/cloud-based

SharePoint• Master calendar transferred to SharePoint• All orgs have access—log in to

https//calhospital.sharepoint.com/sites• Browsers that work best are Microsoft Edge,

Google Chrome, Mozilla Firefox—Microsoft Explorer, just ok, some visual issues

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Quick Demo

What’s Next?• Propose each org assign point person to add

their events to calendar

• Training is easy, simple to use

• Questions?

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Updates: CRM Integration, Click Dimensions, Online Directory

Anthony Roth, CHA

CRM Update forStatewide Education Coordinating 

Committee August 2018

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Overview

I. Road MapII. Analysis of Event IntegrationIII. How You Can HelpIV. Q&A

Roadmap 2018 – Completed / In Progress 

• Online Directory• Boards & Committees Process Improvement• Area/Section Meetings Process Improvement• Member Engagement Report• Federal Advocacy Alert Lists

• 340B, Federal Rural, Medicare CAH, Medicare/Medicaid DSH, Post Acute Care

• CHPAC Organization Data

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Roadmap 2018 – Next Up

• Online Survey – Organizations• Replace CRM Project Tracking System• Hospital Visit / Activity Tracking & Reports• Replace CRM Project Tracking System• Hospital Visit / Activity Tracking & Reports• Cloud Migration Preparation• Click Dimensions

Roadmap 2019

• Cloud Migration• Enhance Training• Online Directory – Cloud Migration• Online Directory – Sell Ads• Event Management Integration• ClickDimensions Subscriptions

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Event Integration Analysis

Event CVENT CRMEvent 1 192 198Event 2 74 77Event 3 127 135Event 4 193 203Event 5 177 177

How Can You Help

• Analyze / Discuss if how we can move to a Profile Sign In.

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Good Data

Bad Data: Soft/Hard Bounce

Data Validation Techniques and Theory:

Directory Survey Data CVENT Data Staff Data

Updates

OSHPD/CMS Data

Incoming Source Data

Data Validation

Filter

Good Data

Good Data

Good Data

Good Data

Bad Data Drai

n

Q&A

•Where do you send Organization / Staff updates?•Member_services@hasc.org•crm@calhospital.org

•What Staff Updates should you send?•Any and all

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Practices to Improve Programs, Engagement, Innovations

Kim Werkmeister, HQI

Jamila Mayers, HASC

Tracy Campbell, CHA

Process for the Maintenance of Certification CME-type Credit

Kim Werkmeister, HQI

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HQI Services to Member Physicians: MOC Part IV Credit Provider Status

American Board of Medical Specialties

Maintenance of Certification Multi-Specialty Portfolio Program

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What is MOC Part IV Credit?

• The American Board of Medical Specialties (ABMS) Multi-Specialty Portfolio Program supports continuous learning and quality improvement at hospitals, health systems, professional societies, and community health care organizations across the country.

• Specialty physicians must fulfill the Improvement in Medical Practice (MOC Part IV) continuing certification requirements of their ABMS specialty board on a regular basis.

• ABMS Member Boards participating in the Portfolio Program offer an established option for recognizing valid quality and practice improvement (QI/PI) initiatives which their board certified physicians are engaged in at their own healthcare organizations.

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Medical Boards Included in MOC:• American Board of Allergy and

Immunology • American Board of Pathology • American Board of Anesthesiology • American Board of Pediatrics • American Board of Dermatology • American Board of Physical Medicine and

Rehabilitation • American Board of Emergency Medicine • American Board of Plastic Surgery • American Board of Family Medicine • American Board of Preventive Medicine• American Board of Internal Medicine

• American Board of Psychiatry and Neurology

• American Board of Medical Genetics and Genomics

• American Board of Radiology • American Board of Obstetrics and

Gynecology • American Board of Surgery • American Board of Ophthalmology • American Board of Thoracic Surgery • American Board of Orthopaedic Surgery • American Board of Urology • American Board of Otolaryngology

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Our Service to Physicians

• As an approved Portfolio Program Sponsor Organization, HQI can now offer a free service for specialty physicians affiliated with our member hospitals.

• Physicians that demonstrate meaningful participation in quality improvement / patient safety activities in our member hospital organizations can fill out a Physician Attestation Statement and send to us.

• We will coordinate with ABMS to transmit the information to the individual medical specialty boards and provide MOC Part IV credit.

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MOC Process

• At the time of board certification renewal, a physician in a member hospital will complete a one-page Physician Attestation Statement that documents “meaningful participation” in quality and patient safety activities, such as participation in QI teams, analysis of QI data, participation in recommending changes for improvement, etc.

• To start, we will offer MOC Part IV credit for the following Quality Improvement Project Areas:• Adverse Drug Event Prevention• Hospital Acquired Infection Prevention• Prevention of Other Types of Hospital-Acquired Harm• Prevention of Avoidable Readmissions

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Other Info:

• Late Fall 2018 will have process in place to begin taking Attestation Statements.

• Attestation Statement will be in a paper format to start, but plan for an electronic filing system in the future.

• A governance process is being set up for review of additional QI Projects, and review of Attestation Statements.

• Member hospitals that currently offer this service to their physicians have told us that they are pleased to have HQI take this on instead, as it frees up work at the hospital level to focus on CME and Credentialing instead.

• Any questions? Contact Kim Werkmeister at HQI: kwerkmeister@hqinstitute.org or 916.606.9502

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Thank You

Kim WerkmeisterClinical Improvement EducatorHospital Quality Institutekwerkmeister@hqinstitute.org

Expanding Our Relationships with Members: On-Site Education

Jamila Mayers, HASC

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Goals for the Coming Year

Julie Reppas, CHA