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.

1. Smarter Healthcare Using
Social Media
Effective Use and Impact
Presented by: Bridget Forney & Amy Burke

2. What is Social Media?
 Where individuals are in
communities that share ideas,
interests, or are looking to meet
people with similar ideas and
interests
 Social media forums open up a
line of communication that is
two-way, which gives “fans,”
“members,” “followers” as well
as the hospital or foundation an
opportunity to voice an opinion

3. Social Media in Healthcare today…
BLOGS SOCIAL
NETWORKING
DiabetesMine.com
A straight talk and PatientsLikeMe.com
encouragement blog for people Share your treatment experiences.
living with the disease. Find patients just like you. Learn from
others who know.
HealthMatters
Healthline.com/blogs PODCASTS
A collection of weblogs by
Johns Hopkins Medicine Podcasts
Healthline professionals.
www.hopkinsmedicine.org/
mediaii/podcasts.html
WebMD.com A weekly podcast looking at the top medical stories of
Leading source for the week for people who want to become informed
health and medical news participants in their own health care.
and information.

4. The Pew Internet Project estimates that about
80%
of internet users
have
looked
online
for
health
information.

5. These conversations are taking
place with or without you.
you
Embrace and engage to connect with
patients and build lasting relationships

6. Why consumers are
attracted to social media…
People trust “a person like me” more than
business, government or media figures
Seeking a conversation, not a one-way
advertisement
Trust, transparency, dialogue, honesty

7. What can social media do for you?
Fundraise
Publicize events
Share video and photos
Gather and respond to patient testimonials
Share media coverage
Start a conversation
Improve customer/patient service

8. Social Media Platforms

10. Connects people with
family, friends, colleagues,
and those with similar
interests
Users “Like” or join
networks organized
geographically,
professionally by industry or
educationally by school,
among other classifications

11. Patients Media
Facebook USERS
Volunteers
People
Businesses Nonprofits

12. Why join Facebook?
 Strengthen your brand
through Page customization
 Network with people and
businesses
 Communicate with people
who “Like” you through direct
and targeted messages
 Measure your success through
Facebook Insights
 Fundraise!
Over 400 Million users worldwide!

13. Hospitals on Facebook fall in
to four categories:
Individual Hospitals
Specialty Hospitals
Children’s Hospitals
Health Systems

14. OSF Saint Francis Medical Center
Effective use of
photo and video
•Over 1,500 “Likes” to date
•Over 50 photo albums
•Frequent updates
•“Favorite Pages”

15. Kennedy Krieger Institute

16. How can I optimize my
Facebook Page?
Engage people who “Like” you
Update frequently
Respond to comments
Start conversations
Advertise events
Share photos and video
“Favorite Pages”
Clean up your tabs!
Use Causes Tab
Target your audience
Use FBML

17. Facebook Causes Application

18. A crash course in FBML
(Facebook Markup Language)
Waffil.com
Facebook.com/Waffil
Jonathon Gates
Phone: 619-543-1405 Ext. 7102
Jgates@waffil.com
FBML gives your page a tab (name of your choosing) to add organized content.

24. What is , anyway?
Cross between instant messaging and blogging
that allows users to send short (140-character)
updates in which they answer the simple
question, “What are you doing?”
Users create formal and informal connections,
which establishes numerous and interconnected
networks of users.
Over 100 million users!

26. Searches allow
Your you to find
Twitter tweets
Sidebar containing the
same term or
hashtag
Lists allow Find out what
you to group people are
people you talking about
follow under in your area
categories
(I.e. health
reporters)

28. Why tweet?
Find new audiences
Join the conversation
Promote
hospital/foundation news
and events
Strengthen your brand
through profile
customization
Friendraise

30. @BackusHospital
Backus 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’s
audience. (If Sanjay Gupta becomes the U.S. Sugeon
General, 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 (read
our monthly health magazine).

32. @StJude
St. 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. 1
Pediatric Oncology Hospital).
Generating excitement about successful fundraising events
and thanking fundraisers (marathoners raise $2 million for
hospital).
Posting new research findings and overviews of topics such
as cancer diagnosis and care.

34. Best Practices
Build relationships
Include a bio and custom background
Be prepared to address concerns
Retweet
Post links to articles/sites even if they aren’t about
your company
Provide value
Have personality - inspire conversation
Most importantly, participate!

35. 5 additional ways to use
social media after this
presentation:
Tweet live procedures
Train medical personnel
Reach mainstream media
Communicate in times of Crisis
Provide accurate information to patients

36. Healthcare Communications
& Social Media
Join a weekly Twitter
conversation about Healthcare
communications and social media
www.healthsocmed.com
@HealthSocMed
#hcsm

37. Quicklinks
Mashable Social Media Guide: the world’s largest blog focused
exclusively on Web 2.0 and Social Media news http://mashable.com
Inside Facebook: provides up-to-date news and market research on
Facebook for developers and marketers
http://www.insidefacebook.com
Non-profits on Facebook: a resource for non-profits and other
organizations built to help you harness the power of Facebook
http://www.facebook.com/nonprofits
Wild Apricot’s Non-Profit Technology Blog: how to promote your
non-profit’s cause on Facebook in five easy steps
http://www.wildapricot.com/blogs/newsblog/archive/2007/06/05/
six-simple-ways-to-promote-your-cause-on-facebook.aspx
10 Twitter tips for Nonprofit organizations
http://nonprofits.change.org/blog/view/10_twitter_tips_for_nonprof
it_organizations
http://muckrack.com Find journalists on Twitter by beat, outlet or
location

38. In conclusion…
Improve patient care
Gain media coverage/connect with media
Attract new patients and staff
Fundraising & Friendraising
A healthy investment
Monitor & Measure!

39. Questions or comments?
Contact us:
Amy Burke
Aburke@profilespr.com
www.Twitter.com/AmyBurke02
(@AmyBurke02)
Bridget Forney
Bridget@profilespr.com
www.Twitter.com/BridgetForney
(@BridgetForney)