1. Many Hospitals, One Voice:
Hospital Social MediaBest Practices
Shel Holtz, ABCSeptember 27, 2010

2. 3. Important numbers about U.S. healthcare consumers
61% of adults look online for health information
38% of women comfortable discussing personalhealthcare issues in online communities
36% want to see what other consumers say about medication or treatment
34% use social media
46% use healthcare portals
67% use search engines
21% use Wikipedia
50% of global population is under 30 years old
4. Why should you care?
93% of social media users believe organizations should have a presence
85% of social media users want organizations to interact with customers using social media
5. 6. 7. 8. 9. 10. 11. 12. 13. 14. What gotus here?
15. 16. 17. 18. 19. What is social media?
The online technologies and practices that people use to share opinions, insights, experiences and perspectives and to collaborate with each other
20. Dissecting Consumer Generated Content
1/50
Of the IM Generation i.e. those born after 1980, 62% of the content they consume comes from people they know personally
21. 22. Consequences
Content moving to the edge
Attention is on the edge
and now to apps, as well
You cant control the message
Groups form and act
23. Content
Content
Content
CentralSource
Content
Content
Content
Content
Content
The Old Model
24. Blog
Wiki
MySpace
Podcast
YourSite
Blog
Jaiku
Twitter
Facebook
Blog
The New Model
25. 26. What is communication?
-- Gazetteer of the WorldRoyal Geographical Society, 1856
27. 28. Classes of Social Media
Conversation-enabled publishing platforms
Social networks
Democratized content networks
Presence networks (micro-blogging)
Content sharing sites
Virtual networking platforms
29. WhatGeneratesBuzz?
30. Profession
Hobby
Family
31. Source: Forrester Research
32. 33. 34. 35. Healthcare andSocial Media Today
36. If hospitals wont do it,patients and doctorswill do itfor themselves
(because they can)
37. So, how activeare hospitals?
38. 39. Lets do the math:
5,815 hospitals (according to AHA)
825 engaging in social media
15.9% engaging in social media
40. The state of social mediain health care todayis not good
41. This is just sad
Most hospitals arent engaging at all
Those that are engaging are mostly
Tactical
Disjointed and uncoordinated
42. This is good newsfor your hospital
43. What the 15.9%are doing
44. Being strategic: Alignment with goals
Customer service:
Point of contact
Early warning of issues
Outcome: More positive word-of-mouth
Community outreach:
Engage those within our community
Outcome: Attract patients, doctors, philanthropy
Patient education:
Extend existing programs
Outcome: More positive word-of-mouth
45. Being strategic: Alignment with goals
Public relations:
Engage media and other influencers
Theyre already using these channels
Outcomes: Goodwill in the bank, positive stories, strong relationships
Crisis communications:
Ensure your story dominates the river of updates
Outcome: Survive the crisis with enhanced reputation
46. 47. 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. What the 15.9%are not doing(for the most part)
64. Your opportunities
Engage employees
The front line of PR and customer service
65. Employees as ambassadors
Sharing Mayo Clinic blogis for patients and employees
66. Dispelling the myths
Employee productivity
67. 68. Back-of-the-envelopecalculations
69. Productivityup 8.1%
70. MindLab International:10 minutes of personal Web use
Reduced stress, increased productivity
71. 72. Also consider
Time spent working at home
Extra hours logged at work
True measure of productivity
Hidden value of employees networks
IT in charge of productivity?
Would productivity really improve?
73. Conclusion
Not a technology issue
Manage by exception
74. Dispelling the myths
Employee productivity
Security
75. 76. 77. Conclusion
Data monitoring
Malware protection
Granular access
78. Dispelling the myths
Employee productivity
Security
Loose lips
79. 80. Conclusion
Policies and guidelines
Training and communication
81. The case for open access
Futility: Employees dont need your network
82. The case for open access
Futility: Employees can get around your blocks
Employees tend to re-route arounda blog, go to another server, and findother ingenious ways of doing whatthey want to. And these reroutingefforts may actually be even moretime-consuming.
83. The gold in employee social graphs
Recruiting
Culture/values
Subject matter expertise
Idea testing/decision making (SMPGs)
Training
Intelligence
Crowdsourcing
Company and product evangelism
84. Possibilities
Employee group blog
Cross-section of employees/jobs
Talk about culture, pride, values, experiences
Approach is gaining popularity
Examples: TSA, Southwest Airlines, EDS
Evangelism in existing social networks
Requires new approach to employee communications
85. Your opportunities
Engage employees
The front line of PR and customer service
Participate in existing conversations
86. Sermo.com
87. 88. Your opportunities
Engage employees
The front line of PR and customer service
Participate in existing conversations
Integrate social media with other channels
89. 90. 91. Possibilities
Heightened awareness
Links to social media properties on all properties, pages
Share links on all hospital pages
Promote community education
Announce on Facebook, Twitter
Video highlights of training to YouTube
Live-blog and/or live-tweet events
Support existing initiatives
Blog posts
Dedicated blogs for ongoing issues
Community tweetups with administrative, medical staff
92. Your opportunities
Engage employees
The front line of PR and customer service
Participate in existing conversations
Integrate social media with other channels
Open information that doesnt need to be closed
93. Possibilities
MD ratings and reviews
Theyre out there anyway
Long-term benefit
Clinical outcomes / transparency
94. 95. As a management tool in the hospital it is easier to get people to work better. People in hospitals are caring and they want to eradicate disease. For example, Ventilator Associated Pneumonia. We
created information about the VAP that helped to save more than 90 lives and posted it. This creates better work because we are not afraid to say what we're doing and how we're helping. We put ourselves under the microscope.
-- Paul Levy,via David Meerman Scott
96. Your opportunities
Engage employees
The front line of PR and customer service
Participate in existing conversations
Integrating social media with other channels
Open information that doesnt need to be closed
Facilitate conversations
97. The Mayo Clinic hasestablished a few pilotsecret Facebook groupsfor patients with commonconditions.
Extends Mayo Clinic brandand gives patients another reason to tell their Mayo stories.
More condition-focused secret Facebook groups are on the drawing board.
98. 99. 100. Possibilities
Patient groups or forums
Facebook recommended; they already use it!
101. Putting toolsin placeisnt enough
102. 103. You need
A coordinated strategy
Goals
Strategies
Objectives
Tactics
Measure against objectives
Training
104. 3 Levels of
Social Media
Organic, Systematic, Campaign
105. Organic
Established presence
Ongoing dialogue
Part of community
Employees involved
106. 107. 108. Systematic / Campaign
Coordinated
Measured
Strategic
109. Strategy
110. Goals
Overarching Business Outcomes
111. Alter reputation
Bolster a service line
Improve recruitment
112. Strategies
Approaches to Achieving Goals
113.

Goal:Attract Patients

114. Strategies: 115. Engage in Community 116. Appeal to Millennials