Hospitals and Social Media - NACHRI

Social Media and the UMMC Experience

Ed Bennett, Director of Web StrategyUniversity of Maryland Medical System

NACHRI 2010 Creating Connection - March 2, 2010

umm.edu / ebennett.orgPage 2

Agenda

What is Social Media?

How are U.S. hospitals using these tools?

Current statistics

Our experience at UMMC

Examples from other organizations

1

2

3

4

5The ROI issue

Getting started

6

7


About Me

Working in the Web since 1994

Many hats:Startup participant

Business consultant

Programmer / Designer

At the University of Maryland Medical Center since 1999

Not a Social Media Expert


What is Social Media?

It’s a conversation, not a lecture

It’s an extension of everyday interaction

It’s group driven, not top-down

It’s messy, disorganized & hard to control

It’s a tool, not an end-point

It’s where our patients spend their time


It’s a bunch

of Web Sites

with very silly names


How can a Hospital use Social Media?

A. How do they use this tool?


How Are Hospitals Using Social Media?

Customer Service Another contact point for our customers

Community Outreach The people in our physical community are on these sites

EducationA natural extension of our efforts to reach & teach

Public Relations The media is there looking for stories & sources

Crisis Communications Take control of the message, and keep community updated in real-time

RecruitmentLinkedIn, Facebook and other tools are used to recruit Clinical and Administrative staff

Brand MonitoringPeople are talking about us - What are they saying?

Service RecoveryStep in to offer solutions / change attitudes


Current Hospital Social Media Accounts


Rapid Growth – YouTube and Twitter

Number of Hospital Accounts by Month


Web Services at UMMC

Centralized under Communications and Public Affairs:

Seven-person department:

Director

Senior Editor

2 Web Writers / Editors

Programmer

Development Manager

Creative Director

Other Support staff

Services:

Web site planning

Content Development

Design

Hosting

Web Marketing

Analytics

Maintenance

Close working relationship with UMMC Marketing Team


The UMMC Social Media Program

Background

Started in the Fall of 2008

Run out of the Web Services Department

Uses Twitter, Facebook, YouTube and a Blog

Conservative approach

Minimal investment

Goals

Another channel to spread the word about UMMC

Enhances / enables “Word of Mouth”

UMMC brand & reputation monitoring

Media corrections

Puts UMMC “In the Room”

Establishes UMMC as a trusted source in social media spaces


UMMC YouTube Channel

YouTube.com

One of the largest social media sites

The #2 Search Engine

An easy “safe” choice for hospitals

Transition between push and collaborative models



YouTube.com/ummc

Over 200 Videos

Duplicates the videos embedded on our Web site

Core content from Maryland Health Today – a professionally produced cable show

Adding 15 to 20 videos each month

Doctor Bios

Patient Testimonials

UMMC Events



The "Secret Sauce" for getting viewers:Detailed Descriptions


The UMMC YouTube Channel

Impact

Each day:

1,700 people watch a video on umm.edu

An additional 1,300 people watch on YouTube

These are new visitors, new exposure


UMMC on Facebook

Facebook.com

Largest Social Network

350 Million active users. 50% log in everyday

3.5 Billion pieces of content shared each month

Fastest growth with people age 30+


UMMC on Facebook

Facebook.com/medcenter

Over 2,600 fans

Tools:

Newsfeeds

Polls

Galleries

Events

Videos

Ask the Expert


UMMC on Twitter

Twitter.com/ummc

3,400 followers

3 to 4 updates / day

Clear identity

Multiple accounts (and some are push..)

80 / 20 rule – it’s not always about UMMC


www.twitter.com/ummc

UMMC on Twitter

Service Outreach

Reputation monitoring

Quick response

Sincere concern

Converts a negative impression to a positive


The UMMC Blog

medcenterblog.org


The UMMC Blog - Widgets


Social Media Connections - Two Examples

YouTube Video >



YouTube Video > Comment >



YouTube Video > Comment > Blog Post >



YouTube Video > Comment > Blog Post > Patient Success Story



Site Video >



Site Video > YouTube >



Site Video > YouTube > Blog >



Site Video > YouTube > Blog > Comment >



Site Video > YouTube > Blog > Comment > Twitter



Site Video > YouTube > Blog > Comment > Twitter > Facebook

umm.edu / ebennett.orgPage 32 http://ebennett.org/children/


Examples from Other Organizations


Community Outreach – Sutter Medical Center

Sutter Eden Medical Engages the local community about hospital building plans with this blog and a Twitter feed.

suttermedicalcentercastrovalley.org

twitter.com/SutterEdenMed


Real-time Education - Aurora Health Care

Bilateral knee replacement surgery

In the first wave of Live OR Twitter events

Advance marketing built viewership from 900 to 2,000 followers in one week

Tracked 20 consultations tied to the event, that resulted in 14 procedures

Local / National press coverage

twitter.com/Aurora_Health

“Had this done about 2 years ago but I know I will learn more today being awake”

“I heard about this on GMA this morning and got excited”


Referring Physician Outreach - MD Anderson Cancer Center

twitter.com/PhysRelations

Promote use of Referring Physician Portal

Targeted messages on Twitter, Facebook and YouTube

Built Physician loyalty

Saw a 9.5% increase in physician-referred registrations


Coordinated Program - Childrens Hospital Los Angeles

Invitation to “Share Your Story”

Well designed YouTube Channel

Active Facebook Account w/ over 2,200 Fans

Engaged, conversational Twitter presence

Cross promotion between all sites

"wow . . . looking at your pictures, I can sense that your hospital has the heart and will to take care of your patients."

Blog:www.wearechla.org


Service Recovery – Scripps Health

twitter.com/Scrippshealth

Monitors Social Networks for the Scripps name

Steps in to help & resolve problems

Typical customer response – Surprise, amazement


Crisis Communications - Innovis Health

Used a Blog and Twitter during the Spring 2009 floods

Created the blog and had first update posted in one hour

Decreased Media demands & freed phone lines during the emergency

Took control of the message


Crisis Communications – Scott and White

Used a Blog, Twitter and YouTube during the Fort Hood Crisis

Updated Twitter before the first casualty arrived

Maintained feed with dozens of updates.


Crisis Communications – Scott and Whitehttp://twitter.com/SWHealthcare


Development – Valley Medical Center

$840,000,000


These services will continue to grow and grab attention (time spent on site).

An expectation that your organization will be available where they “live.”

An expectation that feedback, commenting, mash-ups, and sharing of your content can be integrated into their community.

The end of traditional “Push-only” Web sites.

What to Expect:


What’s the ROI?


A. What’s the ROI for putting your pants on in the morning?*

*David Scott - http://bit.ly/hSzIi

Q. What’s the ROI of Social Media?

What’s the exact ROI of these services?

Pastoral care

Front desk staff

Groundskeepers

Housekeeping staff

Call center

Certain services are expected, as a part of doing business


Instead of ROI, Think ROC: Return On Connections

1. Positive Word of Mouth

2. Service Recovery

3. Message Influence (not control)

4. Reputation Monitoring

5. Instant Feedback

Q. What’s the ROI of Social Media?


Getting Started With Social Media

You can start small

Look to your internal experts

Consult with your legal team & create policies

Audit courses at SMUG - social-media-university-global.org

Only begin what you can maintain

Be able to respond quickly

Prepare for the negative, but expect mostly positive

Remember, only 540 U.S. hospitals out of 5,000 use social media tools – this is just the beginning


Thank You

Edward Bennett

Director, Web Strategy

University of Maryland Medical System

410-328-0771 Work

410-929-3750 Google Voice

[email protected] / [email protected]

twitter.com/edbennett

delicious.com/edbennett

slideshare.net/edbennett

Health & Medicine

Hospitals and Social Media - NACHRI