The University of Maryland Medical Center manages a Facebook page to enhance awareness of its programs, establish itself as a trusted source of information, and build an online community. The page routinely shares patient stories, medical information, and details about health events. It has over 10,000 fans and provides a forum for questions and feedback. The medical center aims to quickly respond to inquiries and turn negative comments into positive outcomes by addressing issues and maximizing engagement. It also launched new private support groups for patients to interact.

1. Managing a Hospital Facebook page
Michelle Murray, Assistant Web Site and Facebook
Editor
University of Maryland Medical Center
Health 2.0 STAT – May 12, 2011

2. About UMMC / UMMS
University Of Maryland
Medical System
 Eleven hospital system
 App. 1,800 beds
University Of Maryland
Medical Center
 731 Beds
 36,500 inpatients / 600,000
outpatients
www.umms.org
www.umm.edu

3. Page  3
UMMC Goals for our Facebook Page
 Enhance and enable “Word of Mouth”
 Raise awareness of UMMC’s programs & people
 Establish UMMC as a trusted source
 Build community by providing a forum for patients,
employees, doctors, others with ties to UMMC to share
stories and comments
 Provide perspective/expertise on important & timely
health topics
 Customer service: another point of contact for our
customers

4. Routine Facebook Posts/Activities
 Patient Stories
 Videos
 Medical Center blog posts
 Links to media stories
 Links to existing web content
 General health information and tips
 Health events and seminars
 Respond to questions and complaints
 Maximize positive comments to create patient success
stories or videos, blog posts, other Web site content, etc.

5. Page  5
Facebook.com/medcenter
 Over 10,000 Fans
 Tools/Features:
 Newsfeeds
 Videos
 Ask the Expert
 Events
 Discussions
 UMMC Blog page

6. A Typical Facebook Interaction:
responding to a question.
Is there any advice anyone can give me to ease my fears?
A Typical “Cry For Help”

7. Responding quickly can bring good results
“Thank you for all of your help. UMMS is the Best.”
3:25p.m.
Help requested
3:51 p.m.
UMMC
Responds
4:58 p.m.
Patient follows
instructions for
further
assistance.
Issue resolved
in 1 ½ hours

8. “My daughter was just in the peds ER for over 7 hours for
something that should have been routine. I have never been
treated so badly in my life.." – Facebook wall comment
Turn a negative into a positive

9. Maximizing positive comments: turning a fan post into patient success story

10. Solicit Feedback
“Are there any doctors you’d
like to thank today?”

11. UMMC Facebook Patient Support Group
 New feature, just launched April
2011
 3 Support Groups
 34 members
 Offers patients a chance to
interact with each other and
offer support in private group
environment
 Positive patient response
 Easy to create and manage
 Web Team team oversees as
second administrator

12. Facebook Tips
 Monitor page constantly
 Post engaging content at least 2-3 times a day, no more than that.
 Respond promptly to user questions/comments, both positive and negative-
engage with your audience
 When responding to a negative comment, respond promptly and direct
person to the appropriate help.
 Don’t be afraid to ask questions/solicit feedback about your page and Web
site, etc. Many times fans will respond with good suggestions
 Share Patient Stories
 Reuse Existing Web Content – Lists and stats can make good posts
 Use Video and Photos to provide more visual interest.

13. Thank You
Michelle Murray
Assistant Web Site and Facebook Editor
University of Maryland Medical Center
410-328-7660
mmurray2@umm.edu
Facebook.com/medcenter