social media & healthcare: improve service and expand reach

EMPLOYING SOCIAL MEDIA TO IMPROVE SERVICE AND EXPAND REACH

Shaping the Future of Healthcare, March 8, 2014

Meet the Panel

  Mark Miller, Children’s National Health System   Ed Bennett, University of Maryland Medical Center   Shana Rieger, Inova Health System   Joey Rahimi, Branding Brand

Hospital Use of Social Media

Social Media Accounts

Facebook Foursquare Twitter YouTube LinkedIn Blogs

716

651

Source: Mayo Clinic Center for Social Media, March 2014

1292

1090 998

209

Social Media at Children’s National

Platform Started Followers Dec 2007 27,715 Dec 2008 25,300

Nov 2011 266,650

Uses of Social Media in Health Care

  Reputation/Branding   Marketing   Education   Fundraising   Public relations   Public affairs/advocacy   Internal communications   Patient support groups   Customer service   Recruitment   …and more

Topics for Today

  Social Media Access   Online Patient Support Groups   Brand Management   Customer Service: The Good, the Bad, and the Ugly   Connecting With Consumers   Donor Engagement   Trends to Watch

University of Maryland Medical Center

Social Media Access

  HIPAA & privacy violations

  IT security

  Loss of message control

  Employee productivity

Perceived Risks of Social Media Access

Our IT staff reacts

1.  Staff can access social media on personal devices. 2.  Access is a management decision, not just one by IT or HR. 3.  Create social media polices and guidelines, then enforce them. 4.  Provide training about social media risks and opportunities. 5.  Social media sites are web sites, so virus and malware risks are

similar and can be managed. 6.  Even if you block social media, staff can and will visit other sites. 7.  Educate users about managing security risks (e.g., creating

passwords, recognizing suspicious emails, messages, links, etc.)

Answers to Common Objections

Patient Expectations

“You trust your staff with my life, but think they can’t handle Facebook?”

“You cut off my support network when I needed it the most.”

-- Patient responses to UMMC blocking social media

Opening Access at UMMC

Why Change?

  Patient satisfaction – #1 driver

  Respect for hospital staff

  Lessons learned from the first Web cycle

  Opportunity to reach and build communities

Before We Opened Access:   Required annual training for all staff   Provided tools for managers

  Packaged presentations  Videos   FAQs

  Encouraged discussion   Acknowledged gray areas

Opening Access at UMMC

Results:

  Unblocked social media on Jan. 1, 2011

  A “no drama” launch

  Decreased patient complaints

  Increased employee awareness

  Social media = business as usual

Opening Access at UMMC

University of Maryland Medical Center

Patient Support Groups

Patient Support Groups on Facebook

  Outgrowth of traditional IRL groups   Managed by the same group leader   Mix of closed and secret groups   Posts are private to the group

Set up and sanctioned by the UMMC Communications Department

  Liver transplant   Digestive diseases   Hepatitis C   Trauma survivors

Launched early 2011 50-100 members each

Patient Support Groups on Facebook

Transplant Support on Facebook

Transplant Support on Facebook

“Has anyone met their donor’s family? What's your take on meeting them?”

“I had the privilege of meeting my donor's surviving sister. We started writing, emailing, texting, and finally met in person last year.”

Transplant Support on Facebook

“I am so thankful for this support group. You all have made my wait bearable. There is so much love in here.

“Only we know what we are going through.”

Transplant Support on Facebook

Inova Health System

Online Brand Management

Monitoring Tools

Free:

  Google Alerts

  Twitter search

Paid:

  Radian 6

 Meltwater

What are people saying about you?

Identify patient ambassadors

Gerald Share Lifesaving Story

Inova Health System

The Good, the Bad and the Ugly

The Good

The Bad

April 2013

The Ugly

April 2012

Customer Service

Key points:

  Respond (at least most of the time)

  Take complaints off-line

  Share recognition

  The good far outnumbers the bad/ugly

Children’s National Health System

Connecting with Parents

Marketing to the Healthy

Parent’s Letter Project

Children’s National Health System

Donor Engagement

Online Fundraising

0

500000

1000000

1500000

2000000

2500000

2007 2014

Dollars Raised Online

Dollars Raised Online

$200,000

$2.2 million

Results

  Increase in list size -- up to 35%   Engaged donors   Happy kids and families

Branding Brand

Trends to Watch

CONTENT IS KING: The Children’s Hospital of Minnesota has had a health blog since 2010 and have published nearly 5,000 articles. Over 32,000 websites link to this blog as a valuable resource. They use a legal disclaimer and moderate all comments. http://www.childrensmn.org/blog/kidshealth/

RAPID LEARNING & COLLABORATION: Doctors at Boston Children’s Hospital are sharing peer-reviewed training videos and on-demand curricula to demonstrate the latest life-saving techniques in child care, building an ecosystem of well-trained healthcare professionals.

SOCIAL DATA: Access to behavioral data that is allowing organizations to analyze sentiment, listen and learn from customer experiences and behaviors and tap into the social pulse of their employees and customers.

MOBILE TAKEOVER: Mobile website traffic (smartphones and tablets) will surpass desktop traffic in 2014. Ensuring all content and marketing is built with a “mobile first” mentality will be critical to ensuring accessibility.

Resources

Twitter.com/HealthSocMed #hcsm

http://network.socialmedia.mayoclinic.org/

Keep in Touch

  @EdBennett ebennett@umm.edu   @shanarieger shana.rieger@inova.org   @joeyrahimi joey@brandingbrand.com   @mmiller20910 MRMiller@childrensnational.org

  @UMMC   @inovahealth   @brandingbrand   @childrenshealth