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Case studies of hospital based social media: Current research on consumer expectations Opening staff access (stop blocking) Hospital sponsored patient support groups on Facebook Media relations, fundraising and a dog named Dozer
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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
Page 2
My Background
Pre-1980 Juggler & Street Performer
Core Web Management Skills
Page 3
My Background
Pre-1980 Juggler & Street Performer
1980 - 1994 Microfilm Technician, Software Trainer
http://www.flickr.com/photos/zigazou76/6310027720/
Page 4
My Background
Pre-1980 Juggler & Street Performer
1980 - 1994 Microfilm Technician, Software Trainer
1994 - 1999Web Entrepreneur
Page 5
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
[email protected] / [email protected] umm.edu / ebennett.orgTwitter: @edbennett
