I presented along with Lee Aase from The MayoClinic for the BullDog Reporter PR University's "What’s New & What’s Working in Hospital PR & Marketing: Advanced Best Practices for Integrating Traditional, Social and Mobile"
https://bulldogreporter.com/hospital-pr-marketing
This is my portion of the 90-minute presentation and subsequent panel discussion. I wanted to share a very high level snapshot of our efforts as internal strategists, educators and implementers leading the first centralized web strategy ever for Johns Hopkins Medicine.
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Connecting the People of the World with the People of Johns Hopkins Medicine
1. Connecting the People of the World
with the People of Johns Hopkins Medicine
Presented by:
Aaron Watkins, Director of Internet Strategy
1
2. The Internet Strategy
Team’s Mission
Hopkinsmedicine.org
“…to connect the people of the world with the
people of Johns Hopkins Medicine”
Research
Teaching
Patient Care
Create opportunities for meaningful interactions and
access to a complex organization –
– providing the right information at the right time.
– connecting the right people at the right time.
3. Johns Hopkins Medicine
Who We Are
• 6 academic & community
hospitals
• 40 suburban health care &
surgery centers
• Regional primary/specialty
care network
Hopkinsmedicine.org
• Home care service
• Managed care plans for
military & employers
• Johns Hopkins Medicine
International
• School of Medicine
7. Connecting People to People
Hopkinsmedicine.org
• Overview of JHM
• Hospitals & Social Media
• JHM Social Media Strategy
Build community. Engage community.
Beyond our walls, web site, and channels.
8. Let’s Talk Social!
Hopkinsmedicine.org
• Establish realistic, achievable goals
• Integrate Content and Social strategies
• Seek out audiences and conversations
beyond branded channels (Listen!)
• Measure and report
9. Establish Realistic Goals
Educate your C-Suite, Stakeholders & Contributors
• Why is your
organization on
social media?
• How does social
engagement fit within
your larger Internet
strategy?
Hopkinsmedicine.org
10. Establish Realistic Goals
Educate your C-Suite, Stakeholders & Contributors
Hopkinsmedicine.org
Where We Began
• Connecting people – Listening, Responding
• Humanizing our people and institution through storytelling
and interactions
• Customer Service & Service Recovery
Where We’ve Grown
• Crisis Monitoring & Communications
• Employee Recruitment
• Health Information & Patient Education
• Traffic Driving
11. Establish Realistic Goals
Support what you launch
•
•
•
•
•
•
•
Facebook
Twitter
Sharecare
YouTube
LinkedIn
Google Plus
Instagram
Hopkinsmedicine.org
12. Integrate Content & Social Strategies
Hopkinsmedicine.org
1. Teach & support
content creators
2. Provide a
toolbox
- Structure content.
- Document
templates with
word counts,
image sizes, etc.
- Structured
Content
Applications
13. Integrate Content & Social Strategies
Hopkinsmedicine.org
3. Package &
Plan
What is in the
works?
What already
exists?
When is it most
relevant?
When to post?
Why?
4. Analyze to
Report & Adapt
14. Integrate Content & Social Strategies
Hopkinsmedicine.org
http://tinyurl.com/lwoqrg2
Goals
– Provide basic information and scientific
perspective
– Increase visitation to key pages
– Promote online chat
– Call to action: request appointment
15. Integrate Content & Social Strategies
Hopkinsmedicine.org
Home Page
Twitter
Facebook
16. Integrate Content & Social Strategies
Join in Social and Media Trends
Hopkinsmedicine.org
How can JHM contribute to what’s happening today?
• Faculty’s POV
• Packaging preexisting content
17. Seek out audiences & conversations
Listening is the most important part of
communication.
Hopkinsmedicine.org
“Could somebody explain how
this happened?”
“I thank everyone who acted on
our concerns. My sister’s
surgery date is now set…Thank
you!”
21. Measure & Report
Know Your Channels & Audiences
Hopkinsmedicine.org
Facebook: Major Characteristics
• East Coast
• Female
• 18-44 years of age
• Patient Stories, Well-Packaged Research
Content
World-wide Audience
• Strong East Coast
• Major cities across
the country
22. Measure & Report
Know Your Channels & Audiences
Hopkinsmedicine.org
Twitter: Major Characteristics
• East Coast
• Slightly male dominated
• Heavy 35-44 demographic
• Research Content & Institutional Content
World-wide Audience
• Strong East Coast
• Major cities across
the country
23. Measure & Report
Demonstrate Good Decision-making
Equip Good Decision-making
Hopkinsmedicine.org
Standard Reports
• Dashboards: Monthly
• Data
• Most shared, least shared
• Context
• Mission & Business
relationships
• Highlighted Screenshots
Crisis Reports
• Data
• Comprehensive
Screenshots
• Real-time Insight and
Response!