Social media has evolved beyond personal and recreational tools to become relevant business tools, especially in healthcare. Whether it's Facebook, Twitter, Pinterest or blogs, a growing number of families are using social media as their primary source for health and wellness information and advice. Akron Children's Hospital invites you to join the evolution and learn about the myriad ways it uses social media.

1. Social media and
healthcare

2. What is social media?
Social media is any online platform that provides content for users
and allows users to participate in the creation or development of
the content in some way (i.e., blogs, comments, photo sharing,
video sharing, etc.).
Social Media and Healthcare

3. Why do we invest in social media?
tweet
tweet
tweet tweet
tweet
Social Media and Healthcare

4. Our social media goals
• Marketing • Wellness
• Recruitment • Philanthropy
• Brand Management • Professional Collaboration
• Consumer, Patient & • Reputation Management/
Professional Education Customer Relations
• Community Creation
Social Media and Healthcare

5. Halo effect of social media
for healthcare organizations
81% 57%
Of consumers said a
Of consumers believe social media connection
that if a hospital has a with a hospital was likely
strong social media to have a strong impact on
presence, they’re likely to their decision to seek
be more cutting edge treatment at that hospital
25%
Of consumers said they’re
likely to connect with
hospitals via social media in
the future

6. Where do we do it?
Social Media and Healthcare

7. Facebook
Employing Social Media in Healthcare www.akronchildrens.org/giving

8. Facebook Stats
Most social conversations surrounding
Akron Children’s occur on Facebook
2 PR staff members post content and
respond to questions and complaints
Content creation and monitoring are
shared responsibility among PR team
Efforts measured
monthly

9. Health Information
of consumers use social media sites to seek medical
information, discuss symptoms and express their opinions
about doctors, drugs and health insurers
(PwC Health Research Institute, 2012)

10. Brand Messages

11. Philanthropy
“Have a Heart, Do Your Part” radiothon posts garnered the
most engagement on Facebook in the first half of 2012

12. Philanthropy

13. Patient Engagement

14. Health Social Media
of consumers use social media
to share their health
experiences
(Pew Research Center, 2011)

15. Service Recovery

16. @AkronChildrens
Interesting
Practical or unique
health tips stories
Fundraising
News and events
announcements

17. @childrens_cme
Why do we tweet?
• To push medical education
• To build relationships with
other physicians
• To raise profile of medical
education at Akron Children’s
Social Media and Healthcare

18. Recruitment on Facebook
of recruiters use
Facebook in their
recruitment strategy*
Custom FB tab promotes careers:
Source: Jobvite Social Recruiting, 2012

19. @ChildrensJobs
of recruiters use Twitter in
their recruitment strategy*
Source: Jobvite Social Recruiting Survey, 2012
Social Media and Healthcare

20. @ChildrensJobs
Open Job search Life inside
positions tips Akron
Children’s
Employee
EFC events stories
Northeast
Ohio living
Social Media and Healthcare

21. LinkedIn
Social media tool for recruiters
of recruiters use LinkedIn
in their recruitment
strategy
Jobvite Social Recruiting Survey, 2012
Social Media and Healthcare

22. YouTube
• Established in
2007
• 525+ total
videos
• 425,000+
total views
• 298 total
subscribers

23. Top 5 YouTube Videos
1. Childhood Speech and Language Delays
2. Vomiting and diarrhea
3. Bedwetting
4. Preparing kids for imaging procedures
5. West Nile virus

24. Inside Children’s Blog
Launched in 2009
#1 traffic driver to blog
Mix of PR-generated
and personal stories
by patient families
and employees

25. Pinterest and Google+

26. How do we know we’re hitting
the mark?
– By monitoring and analyzing how, where and why
healthcare consumers are interacting online
– By establishing a two-way dialogue with consumers,
including the ability to listen, determine sentiment and
context, and receive status updates
– By moving toward social media “data mining” where a
social data stream can be analyzed to discover trends over
time and track a response
Social Media and Healthcare

27. Questions?
Contact:
Andrea Joliet
Asst. Director, Interactive Marketing
ajoliet@chmca.org
Social Media and Healthcare