Driving Transformational Change Through Digital Strategy at Inova Health System
Why Your Hospital Needs Social Media
1. Why Do You Need
Social Media?
Chris Boyer
@chrisboyer
2. For those of you Tweeting along, please
use this hashtag:
#chrisboyerspresentationatthisyears
chprmsconferencetotallyrocks
3. About me
• Sr. Manager, Digital Communications,
Inova Health System
• Advisory Board Member,
Mayo Clinic Center for Health Care
Social Media
• Consultant for more than 100
hospitals/physician practices
• Author of “Conversations, Not
Marketing” blog
4. Today’s discussion
• Just what is Social Media?
• The problem with hospital marketing (a rant)
• How to start (or sustain) a successful social media
strategy
• Share Best Practices from other hospitals
• Chris’s “Silver Bullets”
• Bonus! Address the common myths of social media
11. Demystifying Social Media
“...social media is a blending of technology and social
interaction for the co-creation of value...” - Wikipedia
• Build online “communities of interest”
• Encourage two-way participation
• Content (ideally) created by others*
• Remove barriers between your hospital and
your patients/doctors/community
• Gain credibility and trust
* you’ve lost control (and that’s a good thing)
17. Wrong positioning
Product
• A Surgery
• A doctor
• A new daVinci
• A new patient
tower
18. Wrong positioning
Product Service
• A Surgery • Friendly
• A doctor • Compassionate
• A new daVinci • Good experience
• A new patient • Quality awards
tower
19. Wrong positioning
Product Service
TRUST
• A Surgery • Friendly
• A doctor • Compassionate
• A new daVinci • “I Believe” • Good experience
• A new patient • Most Effective • Quality awards
tower
• Address my issues
• I won’t get hurt
(or die!)
20. The “Continuum of I-Don’t-Care”
Don’t Care Care somewhat Care deeply
(not engaged) (kinda engaged) (have an opinion)
g Opi nions
Sharin
Resea rching
ering
Discov
21. The “Continuum of I-Don’t-Care”
Don’t Care Care somewhat Care deeply
(not engaged) (kinda engaged) (have an opinion)
g Opi nions
Sharin
Resea rching
ering
Discov
22. The “Continuum of I-Don’t-Care”
Don’t Care Care somewhat Care deeply
(not engaged) (kinda engaged) (have an opinion)
g Opi nions
Sharin
Resea rching
ering
Discov
23. Relevance vs. medium
Don’t Care Care somewhat Care deeply
(not engaged) (kinda engaged) (have an opinion)
g Opi nions
Sharin
Resea rching
ering
Discov
24. Relevance vs. medium
Don’t Care Care somewhat Care deeply
(not engaged) (kinda engaged) (have an opinion)
Facebook
PPC
SEO Carepages
Twitter Microsites
Website Yelp!
Foursquare Social Media Ads g Opi nions
Sharin
YouTube
Resea rching
ering
Discov
25. Relevance vs. medium
Don’t Care Care somewhat Care deeply
(not engaged) (kinda engaged) (have an opinion)
Billboards
Facebook Clinics
PPC
Radio SEO
Twitter Carepages
Microsites Yelp!
Website Support
PR Foursquare Social Media Ads
Groups
g Opi nions
Sharin
Seminars
YouTube
Resea rching
ering
Discov
28. The facts...
• 43% of news sharing is
done through social
media
• 27% of ‘Frequent Sharers’
responsible for 87% of all
news shared online
http://cnninternational.presslift.com/socialmediaresearch
29. The facts...
• 61% of American adults
look online for health
information
• 60% of those have
consulted social media
• 41% have read someone
else's health experience on
an online news group,
website, or blog
http://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx
31. Get in and observe
• Stake your hospital claim:
• Twitter
• Facebook
• YouTube
• LinkedIn
• Get a personal Twitter account
• Learn from other hospitals
and peers..
33. #HCSM chat
(@danamlewis)
• #hcsm (Healthcare
Communications &
Social Media): weekly
Twitter chat every
Sun, 9pm EST
• Other Twitter
hashtags to follow:
#hcmktg #rnchat
Courtesy @DanaMLewis - www.healthsocmed.com
34. Listen...
• Monitor your online reputation:
• www.google.com/alerts
• www.socialmention.com
• search.twitter.com
• Radian6 (paid service)
• Immediate customer service
“Just because you’re not part of the
conversation doesn’t mean they’re
not talking about you”
35. Real-time mobile monitoring
Boxcar -
• Instant push notifications for your
social networks, email accounts, RSS
feeds, etc.
• Notifications when someone
comments, updates or messages
about you
http://boxcar.io/
37. The fact is...you never had control
http://www.youtube.com/watch?v=sIFYPQjYhv8
38. Develop a social media policy
• How your organization
will use social media
• Policy for all employees
• Set expectations for
your patients, as well
Courtesy @LeeAase - also see: http://ebennett.org/hsnl/hsmp/
39. Give employee’s access!!!
• All employee’s
access social media
- make it official
• Articles on how to
convince your execs
• Authored by Shel
Holtz (@shelholtz)
http://www.Stopblocking.org
40. Best Practice:
Using Facebook to connect with employees
• Small community hospital used
Facebook to engage employees
• CEO took pictures and
uploaded for employees
• Increased active users 5x in
three weeks
• Educated leaders and marketing
on value of Facebook
courtesy @ReedSmith
41. Create a social media plan
• Compliment your existing marketing/communications plan
• Inova’s social media plan: “Be Everywhere”
42. Put together the right team
• Not just marketing /
communications
• Include doctors & nurses
(whenever possible)
• If you use an outside
agency, remember to
maintain your own voice
43. Consider your audience
• By type:
• Patients
• Community
• Employees
• Physicians
• Key Stakeholders
• By interest
• Give them the ability to talk to you
44. Best Practice:
Social media messaging targeted for audience
• Promoted sleep lab services
• Targeted patients with insomnia
• Received 10,000 viewers and 5.5 million media impressions
• http://www.ustream.tv/ & http://www.coveritlive.com/ reached wider
http://www.gosleep.com/night-in-clinic.htm
45. “Sip, Dip and Bathe*”
• “Sip” - use Twitter to
promote hospital news
(10 - 15 min/day)
• “Dip” - establish a
Facebook page
(30 min - 1hr/day)
• “Bathe” - encourage
your CEO to blog
(7-10 hrs/week)
* courtesy Leo LaPorte and Robert Scoble
46. Time is money!
• Aggregator services
distribute to many:
• www.FriendFeed.com
• www.Amplify.com
• www.TubeMogul.com
• Scheduling services save
you time:
• www.Hootsuite.com
• www.Tweetdeck.com
48. Identify quick wins
• Support hospital and
marketing goal(s)
• Start with one campaign
• Determine what to
measure
49. Mobile phone promotion
Goal:
• Promote Inova services to
mobile users
• Employees, patients and
family members
• Two Specials:
• Flu Shot Clinic
• CarePages
www.foursquare.com
50. Mobile phone promotion
Results:
• 4900 checkins over 15
locations
• Traffic to Flu Clinic
website increased 17%
• No significant change
in registrations
• Gained valuable insight
of users
51. Everything online is
absolutely measurable
• “A Marketer’s Guide to
Measuring Results”
- Chris Bevolo
• Instead of the three F’s
(friends, fans & followers)...
• ...measure the four R’s:
• Reach
• Reputation
• Relationship
• ROI
52. Action is measurable
• Use a customer relationship
management (CRM) tool
• Permission marketing
• Send them to your website to
convert
54. Best Practice:
Social media messaging targeted for audience
FitFor50
• Establish Inova as the
premier convener of the
community around fitness
and wellness
• Engage men/women ~ age
50 to embrace fitness
• To promote our fitness &
wellness programs
• To promote our physicians
as Subject Matter Experts
regarding fitness
55. • Daily video tips
from Darrell
and Inova docs
• Links to
www.Inova.org
from site
• Opt-in campaign
tied to our
CRM system
http://www.fitfor50.org/2010/11/fit-for-ever/
56. FitFor50
(Inova Health System & Darrell Green)
Age range
Results:
• 6,501 registrants
(Sep - Oct 2010)
• 500 Facebook followers
(267 weren’t on website)
• 5,289 updated records
into our CRM (1,748
entirely new records)
• 300 participants enrolled
in 8K fitness charity run
57. Jello, Shish Kebab & Water*
* with apologies and thanks to Jeremiah Owyang (@jowyang)
58. Jello, Shish Kebab & Water*
* with apologies and thanks to Jeremiah Owyang (@jowyang)
59. Jello, Shish Kebab & Water*
* with apologies and thanks to Jeremiah Owyang (@jowyang)
60. Jello, Shish Kebab & Water*
* with apologies and thanks to Jeremiah Owyang (@jowyang)
61. 1. Realize the role social media plays in your hospital
marketing
a. Change the way you market
2. If you haven’t started, start. If you have, get better!
3. Create a policy, open up doors & create a sustainable plan
4. Build the right team - and target the right audience
5. Measure, promote, learn and teach
62. Chris’ Silver Bullets
• Stop marketing - start
having conversations
• It’s OK to fail
• Data without action is
useless
• Plan, try and measure -
rinse and repeat
• Remember - there are no
silver bullets
63. Questions?
Chris Boyer
Twitter: @chrisboyer
Facebook: www.facebook.com/christopher.boyer
Conversations, Not Marketing: chrisboyer.amplify.com
The Chris Boyer Daily: paper.li/chrisboyer
Google profile: www.google.com/profiles/chris.boyer