13.Connecting to Patients Through a HC Blog

8/14/2019 13.Connecting to Patients Through a HC Blog

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A teaching hospital of

Harvard Medical School

The Power of Blo in

Jaime Lyons.

Beth Israel Deaconess Medical Center


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Beth Israel Deaconess Medical Center

Harvard teaching hospitallocated in Boston, Ma

patient care, biomedical

research, teaching andcommun y serv ce.

621 licensed beds

HarvardMedicalSchool


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New BIDMC Web Site

In September of 08 the new bidmc.org site went live The site took a total of 2 years to build

Replaced an old, out-of-date static hospital Web site



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,



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Evolution of the BIDMC Web Site



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Evolution of the BIDMC Web Site

Features added to the new BIDMC site include: Chats

Podcasts

E-Letters Video

Webinars

Blogs



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Awards and Honors

Bidmc.org has recently received awards including: Gold Lamplighter Award

Gold Horizon Interactive Award

Interactive Media Award

Hermes Award

Stevie Award Finalist



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Blogging, whose doing it?

In 2007 Business Week Magazine noted that there were

15.5 million active blogs!

One in three online Americans now read blogs at leastonce a mon , w e commen on em. og

readers as a group grew by nearly 50% over this past

ear. uoted from Forrester Research: October 20

2008)



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Know Your Blogcabulary!

Blogcabulary:The words youll need to learn in order to speak the language of blogs

Blog:An online diary; a personal chronological log of thoughts published on a Web page; also called

Web log

Blogger

BloggorheaWhen you just cant stop blogging or post too much information

BlogiliciousSomething you just have to share on your blog

BlogstipationWhen you want to blog but just cant think of anything to post

ogstros tyPosting/blogging way, way too muchto the point that its frighteningly impressive



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Why Should We Blog?



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Why Blog?

e so e o s u g

OMG! Let

Did I tell you

me e you

all about me! How do you feel aboutsomeone who

that Im so

good at.

you?

Do you feel close tosomeone who never

gives you an

opportunity to share

your opinion?



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Reason #1 Relationship Building!

The day of the Were Wonderful sites are over! When we give users the opportunity to give their

opinions, converse with our staff, etc. relationships are

built.



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Reason #2 Adding Personality

Its one thing to say you are something, and another todemonstrate the quality.

At BIDMC, we consider ourselves Harvard with a heart

Our Living with Breast Cancer blog demonstrates that

ualit throu h the words of the social worker author of the

blog.

Her personality is added and reinforces our Harvard with a



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Reason #3 Thought Leadership

Blogging about a topicallows your institution to

topic.

Gives a forum for yourns u on s oug ea ers

to share their information

with the public.



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Reason #4 Repeat Visitors

Interesting blogs will

generate loyal readers.

A blo can become ust like

a book you cant put down.

Repeat visitors are more apt

your institution.



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Reason #5 Promote Services and Physicians

Through blogging, we can promote services andphysicians passively, which is often more effective than

.

The blogger will be marketing themselves by simply

sharing their thoughts and in effect marketing the serviceey represen .



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Reason #6 SEO

The content added to blogson your institutions Web

more easily find you!

If your blog topics represente s ra eg c n a ves o

your institution, every time

the topic is blogged about

more re evan eywor s areadded to your site.



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Reason #7 Viral Marketing

talking on your blog,

theyre more apt to

to friends and family.



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Branding through Blogging

A true opportunity to enhance your brand bydisplaying the personalities that make your brand.

A brand will emerge whether you want it to or not!

You can shape your brand by answering a fewques ons pr or o s ar ng your og.



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a s your ran

Are you the compassionate hospital?

Are ou the most technicall advanced hos ital?

What do you hope people say about you when youre not in

the room? What topics and peop e around your institution are a

true reflection of your brand?

message you are trying to create



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In other words, if you would

like to be considered as a

compassionate hospital, dont

choose someone with this

reputation as a blogger!!! You

will brake your brand because

his or her ersonalit will

come out!



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Branding with Blogs

Monitor and participate in conversations about you. learn how were perceived

build a relationship with someone and influence their

perceptions

do dama e control b correctin errors and ivin two sides

of the story

Through a blog you may get tips on how to grow and



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Trackin Your Blo Your blog statistics keep you focused. Set blogging goals and

track whether ou are meetin them or not. Lookin at our

statistics, you will know if you have achieved your goals, aremaking progress, or are off-track.

Blog statistics help you plan effectively. By knowing how

people are coming to your blog, what theyre reading, and whatac ons ey re a ng, you can ma e more oug u c o ces

about which topics work and which do not.

Blog stats can wake you up. Whether youve underestimatedthe value of your blog or have gotten complacent about adding

value, knowing your statistics will give you a snapshot of reality.



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The O osition!



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ou wan me o ogIm the Chief of Neurosurgery,not Perez Hilton!!!! Isnt

blogging for teenagers?



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The O osition!Users could say

anything!What happens if someone



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e ppos on

I dont have time fora blog!!!!



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Liability What if theydiagnose each other?



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strategy

Disclaimers Plan your blogs path out in advance

Bloggers should be interesting people with interesting

things to say Integrating your blog with the rest of your Web site

Your blog needs to be marketed in order for people to

If your blogs are not moderated, someone needs to


.


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Blogging at BIDMC



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BIDMC Blog Implementation

Blogging has expanded the BIDMC brand by: Building awareness of bidmc.org as a health information

resource y engag ng users n mc.org ea t y s og

Demonstrating compassion through condition-oriented

support blogs (Living with Breast Cancer blog) Building personality (Trials and Tribulations of a New

Mom blog)



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Healthy Is

Created in May 09 to satisfy the following marketinggoal:

Engaging consumers with health information with non-traditional media is

our goal. By being more buzz-worthy than traditional campaigns we canget recognized in the frenzy of todays healthcare advertising on a limited

budget.



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Our Concept

Healthy is _________.



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Rolling Out the Campaign

Phase 1: Employee Driven Campaign

The campaign began internally before doing any paid

Email to employees about campaign and ask them to show

BIDMC spirit by: Using bumper stickers

Wearing t-shirts

Submitting photos of healthy activities while wearing T-shirts

T-shirts at events Tables in cafeterias to pass out bumper stickers and T-shirts



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Rolling Out the Campaign

Phase 2: External Paid Campaign

Just two weeks after implementing the internal plan,e pa por on o e campa gn w eg n

Web Banners

r nt vert s ng

Radio

Facebook & Twitter Guerilla/Street Marketing



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Harvard

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Harvard

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Radio Script (30 second spot)

Harvard

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Harvard

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Harvard

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Harvard

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Living with Breast Cancer Blog

Part of Breast Cancer Support Net

Written by the Director of Breast Cancer Social Work,

Hester Hill.

Hester is a 2 time survivor of breast cancer.

Harvard

MedicalSchool


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Harvard

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Harvard

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Topics Discussed

Anything and everything regarding being a breast cancer

patient. Specific topics include:

Dealing with hair loss

Dealing with hair growing back in after treatment

Sleep problems w/ breast cancer

Recent research findings

And, much, much more

Harvard

MedicalSchool

From post titled In the Beginning


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From post titled In the Beginning

This is as bad as it gets. There are few promises associated with cancer treatment,but this is one of them. The first days and weeks after hearing a cancer diagnosis arealways an emotional catastrophe. You can think of little else but cancer. Probably,

ou are not slee in well and either eatin not enou h or wa too much. You are inthe front car of the famous emotional roller coaster, holding on tightly, and at the

mercy of intense feelings and too many medical appointments.

.getting through half a day, or even half an hour, at a time. Dont worry about yourdiet; if ice cream is all that will slide past the lump in your throat, forget about thecalories. Comfort food reigns right now. You have to sleep. Ask your doctor what

.meds by taking them for a week or two. Move your body. Whenever you feeloverwhelmed and upset, get up and do something. It matters less what you do thanthat you do it: take a walk, wash dishes, telephone a friend. Find distractions: watch

, , . ,

unhelpful.

Harvard

MedicalSchool


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Trials and Tribulations of a New Mom Blog

A blog authored by Jessica Doherty, a new mom who

works at BIDMC

Blog started prior to giving birth to first child

Honest and open view of childbirth and new

mo er oo

Harvard

MedicalSchool


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Harvard

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Topics Discussed

The count down to labor

Dealing with preeclampsia

Sleep deprivation

Emotions and stress with new baby And much more!

Harvard

MedicalSchool

F t titl d H I


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From ost titled Heav Issues

It has been 8 weeks and Hannah is officially 2 months old! I can't believehow fast time has gone. It has been an amazing experience with lots of upsan some ma or owns as we . nce ry o e ru u an ones wthis blog, I will share with you one of my biggest downs...

'deal with just after you have your baby. For me, I was very emotional dueto the change in hormones, of course...BUT- do most women tell you that

they cry a ton, wishing their post baby weight would come off? I do! Ireally do- it is very hard to STILL be wearing my maternity jeans 8 weeksafter giving birth! And did I mention I have been working out every dayand eating right too? Oh, and breastfeeding is supposed to "suck the fat

" ' '... , ,

seriously...I still have a ways to go. (Oh, did I mention I gained awhopping 60 pounds with Hannah in my belly!?!?!?- don't tell anyone!Hahaha!)

Harvard

MedicalSchool


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Running a Hospital Blog

Blog run by Paul Levy, CEO and President of BIDMC

Purposely not connected to bidmc.org

Runningahospital.blogspot.com

Harvard

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Harvard

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From post titled Looking for Your Help

Over the past two years, I have shared things with readers of this blog that usually arenot made public by the CEO of an organization. I have done so because I think theissues facing hospitals are of sufficient societal import -- i.e., beyond the particularinterests of our own hospital -- that they warrant public attention and discourse.

,educational materials to others, and what works better at that than real time case studiesof what we are going through?

In so doing, I show us for what we are in real time, warts and all. This makes usvu nera e to nasty anonymous commenters n t e ogosp ere, as we as to peop ewho think they benefit from embarrassing us and making us uncomfortable. And, evena few of my board members have said, from time time, "Transparency is one thing, butdid you have to post that?" The answer is that this is an experiment in real time, but thatI believe BIDMC ends u bein a stron er, more effective, more efficient, and morehumane organization for having done so.

Harvard

MedicalSchool


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Blogging Thoughts to Leave You With

Stop talking at people!

Dont be scared, jump in, the water is warm!

The technology is waiting for you, dont let more time

pass you by!

Harvard

MedicalSchool


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Other Corporate Blogs for Inspiration

Ebay www.ebaychatter.com

Marriot www.blogs.marriott.com

Monster http://monster.typepad.com/monsterblog

Walmart www.checkoutblog.com

Wholefoods http://blog.wholefoodsmarket.com

Harvard

MedicalSchool


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Harvard

MedicalSchool

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13.Connecting to Patients Through a HC Blog