Innovative uses of social media to support health care service, marketing, and outreach. Slides from social media panel at educational event sponsored by National Capital Healthcare Executives, "Shaping the Future of Healthcare: Readiness, Change, and Innovation," at George Mason University, March 8, 2014. Panelists: Mark Miller, Children's National Health System; Ed Bennett, University of Maryland Medical Center; Shana Rieger, Inova Health System; and Joey Rahimi, Branding Brand.
Employing Social Media to Improve Service and Expand Reach
1. EMPLOYING SOCIAL MEDIA
TO IMPROVE SERVICE AND
EXPAND REACH
Shaping the Future of Healthcare, March 8, 2014
2. Meet the Panel
Mark Miller, Children’s National Health System
Ed Bennett, University of Maryland Medical Center
Shana Rieger, Inova Health System
Joey Rahimi, Branding Brand
3. Hospital Use of Social Media
Social Media Accounts
Facebook
Foursquare
Twitter
YouTube
LinkedIn
Blogs
716
651
Source: Mayo Clinic Center for Social Media,
March 2014
1292
1090
998
209
4. Social Media at Children’s National
Platform Started Followers
Dec 2007 27,715
Dec 2008 25,300
Nov 2011 266,650
5. Uses of Social Media
Reputation/Branding
Marketing
Education
Fundraising
Public relations
Public affairs/advocacy
Internal communications
Patient support groups
Customer service
…and more
6. Topics for Today
Social Media Access
Online Patient Support Groups
Brand Management
Customer Service: The Good, the Bad, and the Ugly
Connecting With Consumers
Donor Engagement
Trends to Watch
8. HIPAA & privacy violations
IT security
Loss of message control
Employee productivity
Perceived Risks of Social Media Access
Our IT staff reacts
9. 1. Staff can access social media on personal devices.
2. Access is a management decision, not just one by IT or HR.
3. Create social media polices and guidelines, then enforce them.
4. Provide training about social media risks and opportunities.
5. Social media sites are web sites, so virus and malware risks are
similar and can be managed.
6. Even if you block social media, staff can and will visit other sites.
7. Educate users about managing security risks (e.g., creating
passwords, recognizing suspicious emails, messages, links, etc.)
Answers to Common Objections
10. Patient Expectations
“You trust your staff with my life, but think they can’t
handle Facebook?”
“You cut off my support network when I needed it the
most.”
-- Patient responses to UMMC blocking social media
11. Opening Access at UMMC
Why Change?
Patient satisfaction – #1 driver
Respect for hospital staff
Lessons learned from the first Web cycle
Opportunity to reach and build communities
12. Before We Opened Access:
Required annual training for all staff
Provided tools for managers
Packaged presentations
Videos
FAQs
Encouraged discussion
Acknowledged gray areas
Opening Access at UMMC
13. Results:
Unblocked social media on Jan. 1, 2011
A “no drama” launch
Decreased patient complaints
Increased employee awareness
Social media = business as usual
Opening Access at UMMC
15. Patient Support Groups on Facebook
Outgrowth of traditional IRL groups
Managed by the same group leader
Mix of closed and secret groups
Posts are private to the group
Set up and sanctioned by the UMMC Communications
Department
16. Liver transplant
Digestive diseases
Hepatitis C
Trauma survivors
Launched early 2011
50-100 members each
Patient Support Groups on Facebook
19. “Has anyone met their donor’s family? What's
your take on meeting them?”
“I had the privilege of meeting my donor's
surviving sister. We started writing, emailing,
texting, and finally met in person last year.”
Transplant Support on Facebook
20. “I am so thankful for this support group. You
all have made my wait bearable. There is so
much love in here.
“Only we know what we are going through.”
Transplant Support on Facebook
28. Customer Service
Key points:
Respond (at least most of the time)
Take complaints off-line
Share recognition
The good far outnumbers the bad/ugly
39. CONTENT IS KING: The Children’s Hospital of Minnesota has had a
health blog since 2010 and have published nearly 5,000 articles. Over
32,000 websites link to this blog as a valuable resource. They use a
legal disclaimer and moderate all comments.
http://www.childrensmn.org/blog/kidshealth/
40. RAPID LEARNING & COLLABORATION: Doctors at Boston Children’s Hospital are
sharing peer-reviewed training videos and on-demand curricula to demonstrate the
latest life-saving techniques in child care, building an ecosystem of well-trained
healthcare professionals.
41. SOCIAL DATA: Access to behavioral data that is allowing organizations to
analyze sentiment, listen and learn from customer experiences and
behaviors and tap into the social pulse of their employees and customers.
42. MOBILE TAKEOVER: Mobile website traffic (smartphones and tablets) will surpass
desktop traffic in 2014. Ensuring all content and marketing is built with a “mobile
first” mentality will be critical to ensuring accessibility.