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This presentation explains how to use social media in the health care industry effectively and the finer elements and available opportunities using Facebook and Twitter, specifically.
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Smarter Healthcare UsingSmarter Healthcare UsingSocial MediaSocial Media
Effective Use and ImpactPresented by: Bridget Forney & Amy Burke
What isWhat is Social Media?Social Media?
Where individuals are incommunities that share ideas,interests, or are looking to meetpeople with similar ideas andinterests
Social media forums open up aline of communication that istwo-way, which gives “fans,”“members,” “followers” as wellas the hospital or foundation anopportunity to voice an opinion
Social Media in Healthcare today…
HealthMattersHealthline.com/blogsA collection of weblogs byHealthline professionals.
WebMD.comLeading source for
health and medical newsand information.
DiabetesMine.comA straight talk and
encouragement blog for peopleliving with the disease.
BLOGS SOCIALNETWORKING
PatientsLikeMe.comShare your treatment experiences.
Find patients just like you. Learn fromothers who know.
PODCASTS
Johns Hopkins Medicine Podcastswww.hopkinsmedicine.org/
mediaii/podcasts.htmlA weekly podcast looking at the top medical stories of
the week for people who want to become informedparticipants in their own health care.
The Pew Internet Project estimates that about
of internet users80%
havehavelookedlookedonlineonline
forforhealthhealth
information.information.
These conversations are takingplace with or without youwith or without you.
Embrace and engage to connect withEmbrace and engage to connect withpatients and build lasting relationshipspatients and build lasting relationships
Why consumers areattracted to social media…
People trust “a person like me” more thanbusiness, government or media figures
Seeking a conversation, not a one-wayadvertisement
Trust, transparency, dialogue, honesty
FundraisePublicize eventsShare video and photosGather and respond to patient testimonialsShare media coverageStart a conversationImprove customer/patient service
What can social media do for you?
Social Media PlatformsSocial Media Platforms
Connects people withfamily, friends, colleagues,and those with similarinterests
Users “Like” or joinnetworks organizedgeographically,professionally by industry oreducationally by school,among other classifications
PeoplePeople
BusinessesBusinesses NonprofitsNonprofits
MediaMedia
VolunteersVolunteers
PatientsPatientsFa
ceb
oo
k U
SER
S
Strengthen your brandthrough Page customization
Network with people andbusinesses
Communicate with peoplewho “Like” you through directand targeted messages
Measure your success throughFacebook Insights
Fundraise!
Why join Facebook?
Over 400 Million users worldwide!
Hospitals on Hospitals on Facebook Facebook fall infall into four categories:to four categories:
Individual HospitalsSpecialty HospitalsChildren’s HospitalsHealth Systems
OSF Saint Francis Medical Center
Effective use ofphoto and video
•Over 1,500 “Likes” to date•Over 50 photo albums•Frequent updates•“Favorite Pages”
Kennedy Krieger Institute
How can I optimize myFacebook Page?
Engage people who “Like” youUpdate frequentlyRespond to commentsStart conversationsAdvertise eventsShare photos and video“Favorite Pages”Clean up your tabs!Use Causes TabTarget your audienceUse FBML
Facebook Causes Application
A crash course in FBML(Facebook Markup Language)
FBML gives your page a tab (name of your choosing) to add organized content.
Waffil.comFacebook.com/WaffilJonathon GatesPhone: 619-543-1405 Ext. [email protected]
What is , anyway?
Cross between instant messaging and bloggingthat allows users to send short (140-character)updates in which they answer the simplequestion, “What are you doing?”
Users create formal and informal connections,which establishes numerous and interconnectednetworks of users.
Over 100 million users!
Searches allowyou to findtweetscontaining thesame term orhashtag
Lists allowyou to grouppeople youfollow undercategories(I.e. healthreporters)
Find out whatpeople aretalking aboutin your area
Your Twitter Sidebar
Why tweet?Find new audiencesJoin the conversationPromote
hospital/foundation newsand events
Strengthen your brandthrough profilecustomization
Friendraise
@BackusHospitalBackus Hospital is a community hospital in Norwich,CT. They recently Tweeted pictures of the hospital’s
“first baby of the New Year.” Who doesn't love babies?
Other ways they’re using Twitter:Asking general questions to engage the hospital’saudience. (If Sanjay Gupta becomes the U.S. SugeonGeneral, what would you ask him?)Posting safety tips (change those smoke alarm batteries).Posting health reminders (get those flu shots).Providing links to cross-promote other products (readour monthly health magazine).
@StJudeSt. Jude Children’s Research Hospital in Memphis, TN.
(St. Jude is also the most popular hospital Page on Facebook with over 88,000 fans.)
Ways they’re using Twitter:Announcing accomplishments (St. Jude Ranked No. 1Pediatric Oncology Hospital).
Generating excitement about successful fundraising eventsand thanking fundraisers (marathoners raise $2 million forhospital).
Posting new research findings and overviews of topics suchas cancer diagnosis and care.
Best PracticesBuild relationships
Include a bio and custom backgroundBe prepared to address concerns
RetweetPost links to articles/sites even if they aren’t about
your companyProvide value
Have personality - inspire conversationMost importantly, participate!
5 additional ways to usesocial media after this
presentation:Tweet live proceduresTrain medical personnelReach mainstream mediaCommunicate in times of CrisisProvide accurate information to patients
Healthcare Communications& Social Media
www.healthsocmed.com@HealthSocMed
#hcsm
Join a weekly Twitterconversation about Healthcare
communications and social media
QuicklinksMashable Social Media Guide: the world’s largest blog focused
exclusively on Web 2.0 and Social Media news http://mashable.comInside Facebook: provides up-to-date news and market research on
Facebook for developers and marketershttp://www.insidefacebook.com
Non-profits on Facebook: a resource for non-profits and otherorganizations built to help you harness the power of Facebookhttp://www.facebook.com/nonprofits
Wild Apricot’s Non-Profit Technology Blog: how to promote yournon-profit’s cause on Facebook in five easy stepshttp://www.wildapricot.com/blogs/newsblog/archive/2007/06/05/six-simple-ways-to-promote-your-cause-on-facebook.aspx
10 Twitter tips for Nonprofit organizationshttp://nonprofits.change.org/blog/view/10_twitter_tips_for_nonprofit_organizations
http://muckrack.com Find journalists on Twitter by beat, outlet orlocation
In conclusion…
Improve patient careGain media coverage/connect with mediaAttract new patients and staffFundraising & FriendraisingA healthy investmentMonitor & Measure!
Questions or comments?Contact us:
www.Twitter.com/AmyBurke02(@AmyBurke02)
Bridget [email protected]
www.Twitter.com/BridgetForney(@BridgetForney)
