Three things I've learned about Healthcare Social Media

A Common Sense Approach to Social Media

Ed BennettUniversity of Maryland Medical System

Connecting Healthcare + Social Media ConferenceNew York, NY| May, 2012

Three things I’ve learned in the past three years

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My Background

Pre-1980 Juggler & Street Performer

Core Web Management Skills

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My Background

Pre-1980 Juggler & Street Performer

1980 - 1994 Microfilm Technician, Software Trainer

http://www.flickr.com/photos/zigazou76/6310027720/

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My Background

Pre-1980 Juggler & Street Performer

1980 - 1994 Microfilm Technician, Software Trainer

1994 - 1999Web Entrepreneur

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My Background

1999 - NowUniversity of Maryland Medical System

All Things Web

Technical Infrastructure

Content Development

Application Development

Web Marketing Strategy

Analytics / Mobile / SEO / Video

Social Media

Three Themes

Our patients are ahead of us.

Real change starts at the top.

Social media is more than the sum of its parts.

1. Patients expect more than we deliver.

1. Patients expect more than we deliver

When it comes to Social Media:

•They trust healthcare providers

•They are influenced by our messages

•They want us to respond

•They want support afterwards

Price Waterhouse Coopers Health Research Institute Report

National Consumer Survey and Industry ReviewApril, 2012

Consumers are more likely to share information from and with healthcare providers

Doctor HospitalHealth Insurer Drug Company

Source: PwC HRI Social Media Consumer Survey, 2012

N = 1,060

45% of consumers said information found via social media would affect their decision to seek a second opinion

Source: PwC HRI Social Media Consumer Survey, 2012

N = 1,060

Consumers value information and services that make healthcare easier to manage

Source: PwC HRI Social Media Consumer Survey, 2012

N = 1,060

Percentage of respondents finding value in services offered by healthcare providers in social media

54% of patients are comfortable with their doctor going to online physician communities for advice related to their care

Source: PwC HRI Social Media Consumer Survey, 2012

N = 1,060

2. Big change starts at the top

Opening Access at UMMC

Websense in place since 2004

Blocking Facebook

Most Blogging platforms

Social media widgets

Broke many non-social media sites

Blocked patient education / professional resources

Opening Access at UMMC

Why Change?

Patient Satisfaction – #1 Driver

Respect for Hospital Staff

Lessons learned from the first Web cycle

Opportunity to reach & build communities

Opening Access at UMMC

The Process – all of 2010

Driven by our CEO

Lots of meetings and memos with

Legal / Compliance / IT / HR

Clinical Leadership

Policies and staff guidelines

Education and training

One Year Later…

Opened access on January 1, 2011 !

Opening Access at UMMC

Results

A “No Drama” launch

Decreased patient complaints

Increased employee awareness

Social media = business as usual

Opening Access at UMMC

Key factors to our success:

Decision came from senior Hospital Leadership, not IT (or HR)

Did a risk / benefit calculation, but used honest math

Staff training and accountability put in place

Involved all parties – HR, Legal, IT, Medical Staff

Open Access brought new services

Patient Support Groups on Facebook

Liver Transplant

Digestive Diseases

Launched in March 2011

Between 25 and 50 members each

Hepatitis C

Trauma Survivors

Outgrowth of traditional IRL groups

Managed by the same group leader

Mix of Closed & Secret Groups

Posts are private to the group

Set up & sanctioned by the

UMMC Communications Department

Patient Support Groups on Facebook

Results:

Activity level varies by group

Support, knowledge exchange

“Does this happen to anyone else?”

Mix of health and other topics

Projects and Events like a group luncheon

Patient Support Groups on Facebook

3. Social Media is more than the sum of its parts

Fundraising

May 15, 2011

Fundraising Event for our Cancer Center

A major Maryland race

Over 2,000 runners

Plus one unexpected guest…

Dozer the Dog

The Finish Line Video

The Dozer Timeline

Sunday May 15, 2011 - Race day, Dozer joins the fun

Monday: Dozer’s owners contact UMMC We contact local / national news

Tuesday:Video on umm.edu and YouTube Dozer donation page

Wednesday:Story picked up on personal blogs 495 YouTube Views $390 donations from 14 people

The Dozer Timeline

Thursday:

Story gets local and national attention on Fox News, ESPN, Runners World, etc.

More blog posts embedding the YouTube Video

Race officials meet with dozer family, give him a medal

3,517 YouTube Views - $600 in donations from 16 people

Friday:

Publish Second Video with text narrative

Web attention from the Today Show, Runners World, and many personal blogs (Runners and Dog Lovers)

65,815 YouTube Views - $1,338 from 61 people

The Second Video

Dozer Donation Page

Dozer on Facebook

What Viral Looks Like

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

5/15/8

5/155/22

5/296/5

6/126/19

6/267/3

7/107/17

7/247/31

8/78/14

Second Dozer Video

First Dozer Video

All other UMMC Videos (570)

What Viral Looks Like

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

5/15/8

5/155/22

5/296/5

6/126/19

6/267/3

7/107/17

7/247/31

8/78/14

Second Dozer Video

First Dozer Video

All other UMMC Videos (570)

What Viral Looks Like

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

5/15/8

5/155/22

5/296/5

6/126/19

6/267/3

7/107/17

7/247/31

8/78/14

Second Dozer Video

First Dozer Video

All other UMMC Videos (570)

What Viral Looks Like

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

5/15/8

5/155/22

5/296/5

6/126/19

6/267/3

7/107/17

7/247/31

8/78/14

Second Dozer Video

First Dozer Video

All other UMMC Videos (570)

Huge media relations effort

New Fundraising Website

Video production

Facebook, Twitter, YouTube and Blogs

Monitoring

Hundreds of blog posts, tweets and shares

Local / national / international media coverage

Over 500,000 YouTube views

$30,000 raised from 700 donors

The Sum:

The Parts:

Keep up with your patients’ expectations for Social Media

Get your leadership to lead on Social Media

Social Media can be part of almost any initiative

Thank You

Ed Bennett

Director Web & Communications TechnologyUniversity of Maryland Medical Center

410-328-0771ebennett@umm.edu / ed@ebennett.org umm.edu / ebennett.orgTwitter: @edbennett