Social Media and the UMMC Experience Ed Bennett, Director of Web Strategy University of Maryland Medical System NACHRI 20...
Agenda Page  What is Social Media? How are U.S. hospitals using these tools? Current statistics Our experience at UMMC...
About Me <ul><li>Working in the Web since 1994 </li></ul><ul><li>Many hats: </li></ul><ul><ul><li>Startup participant </l...
What is Social Media? <ul><li>It’s a conversation, not a lecture </li></ul><ul><li>It’s an extension of everyday interacti...
Page  It’s a bunch of Web Sites with very silly names
How can a Hospital use Social Media? <ul><li>A. How do they use this tool? </li></ul>Page 
How Are Hospitals Using Social Media? <ul><li>Customer Service Another contact point for our customers </li></ul><ul><li...
Current Hospital Social Media Accounts Page 
Rapid Growth – YouTube and Twitter Page  Number of Hospital Accounts by Month
Web Services at UMMC Page  Centralized under Communications and Public Affairs: <ul><li>Seven-person department: </li...
The UMMC Social Media Program Page  Background <ul><li>Started in the Fall of 2008 </li></ul><ul><li>Run out of the We...
UMMC YouTube Channel Page  YouTube.com <ul><li>One of the largest social media sites </li></ul><ul><li>The #2 Search E...
UMMC YouTube Channel Page  YouTube.com/ummc <ul><li>Over 200 Videos </li></ul><ul><li>Duplicates the videos embedded o...
UMMC YouTube Channel Page  The &quot;Secret Sauce&quot; for getting viewers: Detailed Descriptions
The UMMC YouTube Channel Page  Impact <ul><li>Each day: </li></ul><ul><li>1,700 people watch a video on umm.edu </li><...
UMMC on Facebook Page  Facebook.com <ul><li>Largest Social Network </li></ul><ul><li>350 Million active users. 50% log...
UMMC on Facebook Page  Facebook.com/medcenter <ul><li>Over 2,600 fans </li></ul><ul><li>Tools: </li></ul><ul><ul><li>N...
UMMC on Twitter Page  Twitter.com/ummc <ul><li>3,400 followers </li></ul><ul><li>3 to 4 updates / day </li></ul><ul><l...
UMMC on Twitter Page  www.twitter.com/ummc Service Outreach <ul><li>Reputation monitoring </li></ul><ul><li>Quick resp...
The UMMC Blog Page  medcenterblog.org
The UMMC Blog - Widgets Page 
Social Media Connections - Two Examples Page  YouTube Video >
Social Media Connections - Two Examples Page  YouTube Video > Comment >
Social Media Connections - Two Examples Page  YouTube Video > Comment > Blog Post >
Social Media Connections - Two Examples Page  YouTube Video > Comment > Blog Post > Patient Success Story
Social Media Connections - Two Examples Page  Site Video >
Social Media Connections - Two Examples Page  Site Video > YouTube >
Social Media Connections - Two Examples Page  Site Video > YouTube > Blog >
Social Media Connections - Two Examples Page  Site Video > YouTube > Blog > Comment >
Social Media Connections - Two Examples Page  Site Video > YouTube > Blog > Comment > Twitter
Social Media Connections - Two Examples Page  Site Video > YouTube > Blog > Comment > Twitter > Facebook
Page  http://ebennett.org/children/
Examples from Other Organizations Page 
Community Outreach – Sutter Medical Center <ul><li>Sutter Eden Medical </li></ul><ul><li>Engages the local community abou...
Real-time Education - Aurora Health Care <ul><li>Bilateral knee replacement surgery </li></ul><ul><li>In the first wave o...
Referring Physician Outreach - MD Anderson Cancer Center Page  twitter.com/PhysRelations <ul><li>Promote use of Referr...
Coordinated Program - Childrens Hospital Los Angeles Page  <ul><li>Invitation to “Share Your Story” </li></ul><ul><li...
Service Recovery – Scripps Health <ul><li>Monitors Social Networks for the Scripps name </li></ul><ul><li>Steps in to help...
<ul><li>Used a Blog and Twitter during the Spring 2009 floods </li></ul><ul><li>Created the blog and had first update post...
Page  Crisis Communications – Scott and White <ul><li>Used a Blog, Twitter and YouTube during the Fort Hood Crisis </l...
Page  Crisis Communications – Scott and White http://twitter.com/SWHealthcare
Page  Development – Valley Medical Center $840,000,000
<ul><li>These services will continue to grow and grab attention (time spent on site). </li></ul><ul><li>An expectation tha...
<ul><li>What’s the ROI? </li></ul>Page 
<ul><li>A. What’s the ROI for putting your pants on in the morning?* </li></ul>Page  *David Scott - http://bit.ly/hSzI...
<ul><li>Instead of ROI, Think ROC: Return On Connections </li></ul>Page  <ul><li>Positive Word of Mouth </li></ul><ul...
Getting Started With Social Media Page  <ul><li>You can start small </li></ul><ul><li>Look to your internal experts </...
Thank You Page  Edward Bennett Director, Web Strategy University of Maryland Medical System 410-328-0771 Work 410-929-...
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Hospitals and Social Media - NACHRI

My presentation at the March 9, 2010 NACHRI conference
Published on: Mar 3, 2016
Published in: Health & Medicine      
Source: www.slideshare.net


Transcripts - Hospitals and Social Media - NACHRI

  • 1. Social Media and the UMMC Experience Ed Bennett, Director of Web Strategy University of Maryland Medical System NACHRI 2010 Creating Connection - March 2, 2010
  • 2. Agenda Page  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 5 The ROI issue Getting started 6 7
  • 3. About Me <ul><li>Working in the Web since 1994 </li></ul><ul><li>Many hats: </li></ul><ul><ul><li>Startup participant </li></ul></ul><ul><ul><li>Business consultant </li></ul></ul><ul><ul><li>Programmer / Designer </li></ul></ul><ul><li>At the University of Maryland Medical Center since 1999 </li></ul><ul><li>Not a Social Media Expert </li></ul>Page 
  • 4. What is Social Media? <ul><li>It’s a conversation, not a lecture </li></ul><ul><li>It’s an extension of everyday interaction </li></ul><ul><li>It’s group driven, not top-down </li></ul><ul><li>It’s messy, disorganized & hard to control </li></ul><ul><li>It’s a tool, not an end-point </li></ul><ul><li>It’s where our patients spend their time </li></ul>Page 
  • 5. Page  It’s a bunch of Web Sites with very silly names
  • 6. How can a Hospital use Social Media? <ul><li>A. How do they use this tool? </li></ul>Page 
  • 7. How Are Hospitals Using Social Media? <ul><li>Customer Service Another contact point for our customers </li></ul><ul><li>Community Outreach The people in our physical community are on these sites </li></ul><ul><li>Education A natural extension of our efforts to reach & teach </li></ul><ul><li>Public Relations The media is there looking for stories & sources </li></ul>Page  Crisis Communications Take control of the message, and keep community updated in real-time Recruitment LinkedIn, Facebook and other tools are used to recruit Clinical and Administrative staff Brand Monitoring People are talking about us - What are they saying? Service Recovery Step in to offer solutions / change attitudes
  • 8. Current Hospital Social Media Accounts Page 
  • 9. Rapid Growth – YouTube and Twitter Page  Number of Hospital Accounts by Month
  • 10. Web Services at UMMC Page  Centralized under Communications and Public Affairs: <ul><li>Seven-person department: </li></ul><ul><ul><li>Director </li></ul></ul><ul><ul><li>Senior Editor </li></ul></ul><ul><ul><li>2 Web Writers / Editors </li></ul></ul><ul><ul><li>Programmer </li></ul></ul><ul><ul><li>Development Manager </li></ul></ul><ul><ul><li>Creative Director </li></ul></ul><ul><ul><li>Other Support staff </li></ul></ul><ul><ul><li>Services: </li></ul></ul><ul><ul><ul><li>Web site planning </li></ul></ul></ul><ul><ul><ul><li>Content Development </li></ul></ul></ul><ul><ul><ul><li>Design </li></ul></ul></ul><ul><ul><ul><li>Hosting </li></ul></ul></ul><ul><ul><ul><li>Web Marketing </li></ul></ul></ul><ul><ul><ul><li>Analytics </li></ul></ul></ul><ul><ul><ul><li>Maintenance </li></ul></ul></ul>Close working relationship with UMMC Marketing Team
  • 11. The UMMC Social Media Program Page  Background <ul><li>Started in the Fall of 2008 </li></ul><ul><li>Run out of the Web Services Department </li></ul><ul><li>Uses Twitter, Facebook, YouTube and a Blog </li></ul><ul><li>Conservative approach </li></ul><ul><li>Minimal investment </li></ul>Goals <ul><li>Another channel to spread the word about UMMC </li></ul><ul><li>Enhances / enables “Word of Mouth” </li></ul><ul><li>UMMC b rand & reputation monitoring </li></ul><ul><li>Media corrections </li></ul><ul><li>Puts UMMC “In the Room” </li></ul><ul><li>Establishes UMMC as a trusted source in social media spaces </li></ul>
  • 12. UMMC YouTube Channel Page  YouTube.com <ul><li>One of the largest social media sites </li></ul><ul><li>The #2 Search Engine </li></ul><ul><li>An easy “safe” choice for hospitals </li></ul><ul><li>Transition between push and collaborative models </li></ul>
  • 13. UMMC YouTube Channel Page  YouTube.com/ummc <ul><li>Over 200 Videos </li></ul><ul><li>Duplicates the videos embedded on our Web site </li></ul><ul><li>Core content from Maryland Health Today – a professionally produced cable show </li></ul><ul><li>Adding 15 to 20 videos each month </li></ul><ul><ul><li>Doctor Bios </li></ul></ul><ul><ul><li>Patient Testimonials </li></ul></ul><ul><ul><li>UMMC Events </li></ul></ul>
  • 14. UMMC YouTube Channel Page  The &quot;Secret Sauce&quot; for getting viewers: Detailed Descriptions
  • 15. The UMMC YouTube Channel Page  Impact <ul><li>Each day: </li></ul><ul><li>1,700 people watch a video on umm.edu </li></ul><ul><li>An additional 1,300 people watch on YouTube </li></ul><ul><li>These are new visitors, new exposure </li></ul>
  • 16. UMMC on Facebook Page  Facebook.com <ul><li>Largest Social Network </li></ul><ul><li>350 Million active users. 50% log in everyday </li></ul><ul><li>3.5 Billion pieces of content shared each month </li></ul><ul><li>Fastest growth with people age 30+ </li></ul>
  • 17. UMMC on Facebook Page  Facebook.com/medcenter <ul><li>Over 2,600 fans </li></ul><ul><li>Tools: </li></ul><ul><ul><li>Newsfeeds </li></ul></ul><ul><ul><li>Polls </li></ul></ul><ul><ul><li>Galleries </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Ask the Expert </li></ul></ul>
  • 18. UMMC on Twitter Page  Twitter.com/ummc <ul><li>3,400 followers </li></ul><ul><li>3 to 4 updates / day </li></ul><ul><li>Clear identity </li></ul><ul><li>Multiple accounts (and some are push..) </li></ul><ul><li>80 / 20 rule – it’s not always about UMMC </li></ul>
  • 19. UMMC on Twitter Page  www.twitter.com/ummc Service Outreach <ul><li>Reputation monitoring </li></ul><ul><li>Quick response </li></ul><ul><li>Sincere concern </li></ul><ul><li>Converts a negative impression to a positive </li></ul>
  • 20. The UMMC Blog Page  medcenterblog.org
  • 21. The UMMC Blog - Widgets Page 
  • 22. Social Media Connections - Two Examples Page  YouTube Video >
  • 23. Social Media Connections - Two Examples Page  YouTube Video > Comment >
  • 24. Social Media Connections - Two Examples Page  YouTube Video > Comment > Blog Post >
  • 25. Social Media Connections - Two Examples Page  YouTube Video > Comment > Blog Post > Patient Success Story
  • 26. Social Media Connections - Two Examples Page  Site Video >
  • 27. Social Media Connections - Two Examples Page  Site Video > YouTube >
  • 28. Social Media Connections - Two Examples Page  Site Video > YouTube > Blog >
  • 29. Social Media Connections - Two Examples Page  Site Video > YouTube > Blog > Comment >
  • 30. Social Media Connections - Two Examples Page  Site Video > YouTube > Blog > Comment > Twitter
  • 31. Social Media Connections - Two Examples Page  Site Video > YouTube > Blog > Comment > Twitter > Facebook
  • 32. Page  http://ebennett.org/children/
  • 33. Examples from Other Organizations Page 
  • 34. Community Outreach – Sutter Medical Center <ul><li>Sutter Eden Medical </li></ul><ul><li>Engages the local community about hospital building plans with this blog and a Twitter feed. </li></ul>Page  suttermedicalcentercastrovalley.org twitter.com/SutterEdenMed
  • 35. Real-time Education - Aurora Health Care <ul><li>Bilateral knee replacement surgery </li></ul><ul><li>In the first wave of Live OR Twitter events </li></ul><ul><li>Advance marketing built viewership from 900 to 2,000 followers in one week </li></ul><ul><li>Tracked 20 consultations tied to the event, that resulted in 14 procedures </li></ul><ul><li>Local / National press coverage </li></ul>Page  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”
  • 36. Referring Physician Outreach - MD Anderson Cancer Center Page  twitter.com/PhysRelations <ul><li>Promote use of Referring Physician Portal </li></ul><ul><li>Targeted messages on Twitter, Facebook and YouTube </li></ul><ul><li>Built Physician loyalty </li></ul><ul><li>Saw a 9.5% increase in physician-referred registrations </li></ul>
  • 37. Coordinated Program - Childrens Hospital Los Angeles Page  <ul><li>Invitation to “Share Your Story” </li></ul><ul><li>Well designed YouTube Channel </li></ul><ul><li>Active Facebook Account w/ over 2,200 Fans </li></ul><ul><li>Engaged, conversational Twitter presence </li></ul><ul><li>Cross promotion between all sites </li></ul>&quot;wow . . . looking at your pictures, I can sense that your hospital has the heart and will to take care of your patients.&quot; Blog: www.wearechla.org
  • 38. Service Recovery – Scripps Health <ul><li>Monitors Social Networks for the Scripps name </li></ul><ul><li>Steps in to help & resolve problems </li></ul><ul><li>Typical customer response – Surprise, amazement </li></ul>Page  twitter.com/Scrippshealth
  • 39. <ul><li>Used a Blog and Twitter during the Spring 2009 floods </li></ul><ul><li>Created the blog and had first update posted in one hour </li></ul><ul><li>Decreased Media demands & freed phone lines during the emergency </li></ul><ul><li>Took control of the message </li></ul>Page  Crisis Communications - Innovis Health
  • 40. Page  Crisis Communications – Scott and White <ul><li>Used a Blog, Twitter and YouTube during the Fort Hood Crisis </li></ul><ul><li>Updated Twitter before the first casualty arrived </li></ul><ul><li>Maintained feed with dozens of updates. </li></ul>
  • 41. Page  Crisis Communications – Scott and White http://twitter.com/SWHealthcare
  • 42. Page  Development – Valley Medical Center $840,000,000
  • 43. <ul><li>These services will continue to grow and grab attention (time spent on site). </li></ul><ul><li>An expectation that your organization will be available where they “live.” </li></ul><ul><li>An expectation that feedback, commenting, mash-ups, and sharing of your content can be integrated into their community. </li></ul><ul><li>The end of traditional “Push-only” Web sites. </li></ul>Page  What to Expect:
  • 44. <ul><li>What’s the ROI? </li></ul>Page 
  • 45. <ul><li>A. What’s the ROI for putting your pants on in the morning?* </li></ul>Page  *David Scott - http://bit.ly/hSzIi Q. What’s the ROI of Social Media? <ul><li>What’s the exact ROI of these services? </li></ul><ul><li>Pastoral care </li></ul><ul><li>Front desk staff </li></ul><ul><li>Groundskeepers </li></ul><ul><li>Housekeeping staff </li></ul><ul><li>Call center </li></ul>Certain services are expected, as a part of doing business
  • 46. <ul><li>Instead of ROI, Think ROC: Return On Connections </li></ul>Page  <ul><li>Positive Word of Mouth </li></ul><ul><li>Service Recovery </li></ul><ul><li>Message Influence (not control) </li></ul><ul><li>Reputation Monitoring </li></ul><ul><li>Instant Feedback </li></ul>Q. What’s the ROI of Social Media?
  • 47. Getting Started With Social Media Page  <ul><li>You can start small </li></ul><ul><li>Look to your internal experts </li></ul><ul><li>Consult with your legal team & create policies </li></ul><ul><li>Audit courses at SMUG - social-media-university-global.org </li></ul><ul><li>Only begin what you can maintain </li></ul><ul><li>Be able to respond quickly </li></ul><ul><li>Prepare for the negative, but expect mostly positive </li></ul><ul><li>Remember, only 540 U.S. hospitals out of 5,000 use social media tools – this is just the beginning </li></ul>
  • 48. Thank You Page  Edward Bennett Director, Web Strategy University of Maryland Medical System 410-328-0771 Work 410-929-3750 Google Voice ed@ebennett.org / ebennett@umm.edu twitter.com/edbennett delicious.com/edbennett slideshare.net/edbennett

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