healthcare & facebook: how 100 hospitals and the communities they serve are communicating...

H EA LT H C A R E & FA C E B O O K : How 100 Hospitals and the Communities

They Serve Communicate Through Facebook

presented by Elliot Darvick, @edarvick

Manager, Online Marketing & Social Media

Webinar Ser ies

©2010 Earthbound Media Group | earthboundmediagroup.com 1

Learning Objectives

• A comprehensive understanding of how hospitals are using Facebook pages as a communication outlet

• A better idea of how communities are using Facebook pages to communicate with hospitals

• Inspiration to translate these findings into immediate action and new content

• Some observed best practices used by hospitals across the US


Agenda

• Research Overview• Deep Dive: Hospital to Community• Deep Dive: Community to Hospital• Deep Dive: Custom Facebook Tabs• Observed Best Practices / Takeaways


Research Overview


Through research, we set out to answer 2 questions:

• Of U.S. hospitals that have Facebook pages, what type of content do they share?

• What are the reasons and intentions of people that post to U.S. hospital Facebook fan pages?


OverviewTo explore, in-depth how hospitals and their audiences are interacting through Facebook.

• Documented 295 hospitals with active presence on Facebook & Twitter• Randomized population, n = 100 (c = 95%, c.i. = +/- 8)• Performed initial research to categorize content, interactions• For each, recorded and categorized last 30 Hospital to Community posts• For each, recorded and categorized last 30 Community to Hospital posts• Aggregated and analyzed data (Summer 2010)


Audience DistributionThe median audience for the 100 hospital Facebook pages we studied was 651 people

Median: 651


Why this approach?An overview of the logic used to support the research methodology and approach

• Chose Facebook for broad spectrum of posted media and messages• Content-focused approach reflective of core social strategy• Meant to serve as inspiration for hospitals growing own social presence• Population size captures wide-spectrum of hospital types and sizes


http://www.childrensmercy.org/hkc/topic/View.asp?id=14

Post Categories• Original Content (34%)• External Content (22%)• Events (20%)• Announcements/PR (13%)• Conversation Starters (6%)• Employee Recognition (5%)

2,855 total posts examined across 100 hospitals

Hospital to Community – OverviewHigh level overview of what hospitals post to their Facebook pages


Post Categories• Compliments/Thanks (36%)• Self-promoting (23%)• Conversation Starters (17%)• Questions (11%)• Suggestions (5%)• Photo (3%)• Video (3%)• Complaints (2%)1,576 total posts examined across 100 hospitals

Community to Hospital – OverviewHigh level overview of what communities post to hospital Facebook pages


Deep Dive: Hospital to Community


Original Content Subcategories• Photos (20%)• Other (20%)• Videos (19%)• Health Tips (16%)• News Articles (15%)• Blog (10%)

Hospital to Community – Original Content (36%)High level overview of original content hospitals post to Facebook pages


Events

Construction/Renovations

Employee Spotlights

Special Visits by Celebrities/Athletes

Hospital to Community – Original Content: Photos (20%)High level overview of original content hospitals post to Facebook pages


Specific Departmental Info

Health & Training Tips

Employee Spotlights

Event Footage

Hospital to Community – Original Content: Videos (19%)High level overview of original content hospitals post to Facebook pages


Hospital to Community – Original Content: Health Tips (16%)High level overview of original content hospitals post to Facebook pages


http://www.childrensmercy.org/hkc/topic/View.asp?id=14

Internal News Articles

Links to Newsletter

Hospital to Community – Original Content: News Articles (15%)High level overview of original content hospitals post to Facebook pages


http://www.hopkinschildrens.org/Milestone-in-Pediatric-Bladder-and-Cloacal-Exstrophy-Surgery.aspx

http://www.veteransmemorialhospital.com/FountainsOfHealth/VMHSpring10.pdf

Hospital to Community – Original Content: Blog Posts (10%)High level overview of original content hospitals post to Facebook pages


http://askprovenamercyexperts.wordpress.com/

Contests

Recipe

Hospital to Community – Original Content: Other (20%)High level overview of original content hospitals post to Facebook pages

Links to other social channels

Other items: Podcasts, Radio recordings, eCards, Surveys, Live Q&A, Patient of the Month


External Content Subcategories• News (59%)• Health Tips (16%)• Video (11%)• Awards/Recognition (6%)• Blogs (4%)• Other (4%)

Hospital to Community – External Content (22%)High level overview of external content hospitals post to Facebook pages


Hospital to Community – External Content: News (59%)High level overview of external content hospitals post to Facebook pages


Hospital to Community – External Content: Health Tips (16%)High level overview of external content hospitals post to Facebook pages


Hospital to Community – External Content: Videos (11%)High level overview of external content hospitals post to Facebook pages


Hospital to Community – External Content: Recognition (6%)High level overview of external content hospitals post to Facebook pages


Hospital to Community – External Content: Blogs (4%)High level overview of external content hospitals post to Facebook pages


Hospital to Community – External Content: Other (4%)High level overview of external content hospitals post to Facebook pages


Hospital to Community – Events (20%)High level overview of events hospitals post to Facebook pages

Event Categories• Classes• Seminars• Blood Drives• Fundraisers• Free Health Screenings• Lectures• Company Outings• Community Events• Programs• Support Groups


Hospital to Community – Announcements (12%)High level overview of announcements hospitals post to Facebook pages

Special Hours/Nearby Construction

Fundraiser Results/Large Donations

Accreditation/Qualifications/Accolades


Hospital to Community – Conversation Starters (6%)High level overview of conversation starters hospitals post to Facebook pages

Holiday Greetings

Topical Question

Trivia Question

General Inquiry

Call Out for Stories


Spotlight

Award Winners/Honorees

Departures/Retirees

Promotions/New Hires

Hospital to Community – Employee Recognition (5%)High level overview of employee recognition hospitals post to Facebook pages


Deep Dive: Community to Hospital


Community to Hospital – Compliments/Thanks (36%)High level overview of compliments communities post to hospital Facebook pages

Facility Compliments

Webite Compliments

Compliments/Thanks to Staff


Spam

Event/Fundraiser

Links to Other Facebook Profiles

Reach for Support

Community to Hospital – Self Promoting (23%) High level overview of self promotion communities post to hospital Facebook pages


Community to Hospital – Conversation Starters (17%)High level overview of conversation starters communities post to hospital Facebook pages

Connections to Hospital

Well Wishes

Greetings

Inspirational Quotes


General Inquiry

Medical Inquiry

Contact Info Request

Searching for Specialty Doctor

Employment/Volunteer Inquiry

Community to Hospital – Questions (11%)High level overview of questions communities post to hospital Facebook pages


Community to Hospital – Complaints (2%)High level overview of what communities post to hospital Facebook pages

Community to Hospital – Suggestions (5%)High level overview of what communities post to hospital Facebook pages

Community to Hospital – Photos (3%) and Video (3%)High level overview of media communities post to hospital Facebook pages


Deep Dive: Custom Facebook Tabs


Job Listings

Custom Facebook Page Tabs – HighlightsHigh level overview of custom tabs hospitals install on Facebook pages


Link to Donation Page

Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages


Stream of Tweets


YouTube Channel Integration


US News Feature



Polls



ER Wait Times



Patient Stories



Email List Signup



Welcome from hospital president/CEO



Ask the Expert / FAQs



MyChart Application



Observed Best Practices


Observed Best PracticesEvidence-based recommendations from most ten popular hospital Facebook pages 1. Always include a link in your updates, even if Facebook automatically generates one

2. Have an institutional personality!

vs.

vs.


Best Practices Evidence-based recommendations from most ten popular hospital Facebook pages

3. Turn the like button into a show of support

4. Cross-promote your Facebook pages



5. Only 3 of 10 Facebook pages from top 10 defaulted to a tab

6. Only 1 of 10 Facebook pages from top 10 defaulted to “Just Fan Page Owner Posts”

vs.

vs.



7. Keep it short, 315 characters or less (avoid the “See More” link)

8. Mix it up, have a good blend of content

vs.



9. Multiple Facebook Pages Per Hospital System

10. Create a Social Media Playbook

Overall Context Organizational Structure Standard Process Branded Content


Takeaways

• Dig deep into your organization to produce original content

• Community often just wants to say thanks, or connect with others

• Take advantage of additional Facebook page functionality

• Invest the time into creating a Social Media Playbook



NEXT WEBINAR

JANUARY 2011:

Questions? Project Ideas?Contact Zach Murray, Client Services | (310) [email protected]

Healthcare and Online Video: How to Use YouTube to Engage Health Consumers

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Q & A

SLIDES AVAILABLE AT:

Elliot DarvickManager, Online Marketing & Social [email protected]

http://www.slideshare.net/EarthboundMediaGroup

mailto:[email protected]

http://www.slideshare.net/EarthboundMediaGroup

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