CREATING A CRYSTAL CLEAR, WELL STRUCTURED ENGAGEMENT STRATEGY WHAT WORKS AND WHAT DOESN’T Strategic Social Media for Health Care July 27, 2010 Bradley W. Jobling Columbia University Department of Surgery Beyond Ad Hoc
CREATING A CRYSTAL CLEAR, WELL STRUCTURED ENGAGEMENT
STRATEGYWHAT WORKS AND WHAT DOESN’T
Strateg ic Soc ia l Media for Heal th CareJu ly 27 , 2010
Bradley W. Job l ingColumbia Univers i ty Department o f
Surgery
Beyond Ad Hoc
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Strategic Social Media for Health Care
Bradley W. Jobling
15 years online marketing and Internet
Strategy
MBA from Columbia Business School
5 years online marketing and web strategy
at Columbia University Medical Center
1 year social media for Department of
Surgery under Dr. Mehmet Oz
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Strategic Social Media for Health Care
Is social media working for health care?
The WHO used Twitter to communicate, research, and monitor the H1N1
pandemic.
Clinicians are joining Sermo and Ozmosis.
Patients are using Diabetic Connect, Daily Strength, and PatientsLikeMe.
American Well has developed an online care system.
Organized Wisdom is using Twitter to become a health information search
engine.
More money was raised for Haiti in days than during the Indian Ocean
tsunami in weeks.
According to HSC provider reputation was more important than a
doctor’s recommendations.
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How prevalent is social media in US hospitals?
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How prevalent is social media in US hospitals?
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Does social media work for CUMC?
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Strategic Social Media for Health Care
Why is strategy important?
What is the message of your social media project?
How is social media justified to management? Is there
an ROE?
Who is going to generate the content & monitor pages?
What are the employee policies regarding social
media?
What happens when an issue, crisis or legal
conundrum occurs?
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Social Media Mindset
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1. Determine 1st Program
Inventory marketing & communication programs.
Inventory assets & touch points used in marketing
and communication programs.
Determine an area where a program can be
initiated.
Define objectives, goals, policies, procedures and
budget.
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2. Listen
Google Alerts
Blog Pulse
Buzz Metrics
Surveys
Social Mention
Radian 6
Cymfony
Jive
Viral Heat
Tattler
How to Build Your Own Social Media Monitoring Service (@webmetricsguru) Photo Courtesy Banion1964 http://www.flickr.com/photos/banlon1964/46324162/
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Guidelines & Practices Goals & Metrics
Research best practices
Develop procedures
Write up social media
policy & guidelines
Determine content strategy
Look at current web analytic measures.
Determine what metrics are available
from SM tools.
Set measurable goals to be achieved
from SM program.
Setup new metrics gathering programs
as required and incorporate into overall
analytics.
Start a system to track referrals from
the get-go.
3. Prepare
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Strategic Social Media for Health Care
4. Engage
Wordpress (Blogs)
HootSuite
Sendible
Radian6
TweetDeck
Ping.fm
KickApps
LiveWorld
APIs Graphic Courtesy Social Media University Global social-media-university-global.org
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4. Engage
Start with basic platforms and grow.
Prime fans and followers from current subscribers,
Place links on all collateral,
Create an editorial calendar.
Search for outside content to post.
Develop internal communication channels.
Monitor responses for follow-up.
Educate and collaborate with other departments and
constituents.
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5. Convert
Photo Courtesy Search Engine People http://www.flickr.com/photos/sepblog/3649959327/
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Web Site Goals
commentsrecommendationsretweetsforwardslinkslikesmentionsinteractions
leadspage viewssubscriberstime on sitebounce rate
6. Measure Successes
Engagement
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Why is content strategy important?
• New requirements for even more content.
• Content may need to be developed diff erently.
• Social media doesn’t always scale.
• Content is distributed across diff erent formats.
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• New requirements place a higher l iabi l i ty on organizat ions and indiv iduals .
• Easier for c l inic ians and employees to release information.
• Good relat ionships can change.
• Legal Department has to adjust to new situat ion.
Why is HIPAA important to strategy?
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What’s Hot?
Blogs
You Tube
Yahoo! Groups,
Google Health,
Web MD Health Exchange
Care Pages
PatientsLikeMe.com
Twice as many people search rather than ask friends.
PatientsLikeMe – 37,000 members growing 10% per month
60% to 70% Internet users search for health information.
75% of Forrester Creators share health information
66% doctors think online communication will increase in next 18 months.
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What’s Not? …..But warming up
Physician Social Networks: Ozmosis Sermo Medscape Physician Connect
Physician Rating Sites: Angie’s List Yelp RateMDs Healthgrades UCompareHealth (About)
CME LinkedIn CME Group
Sermo, Ozmosis and Mescape Physician Connect are the 3 largest physician social networks.
Sermo and Physicians Connect has over 100,000 members.
Sermo conducts online physician focus groups ranging from $10,000 to $16,000.
Angie’s List has 150 health care categories with 10,000 monthly reviews.
50% of CME providers use social media
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Points to Ponder
90% of hospitals want to acquire new patients with social media. This will take time.
Monitor and listen to feedback, if nothing else.
Incorporate social media into training, internal communication and hiring.
If something bad happens, start at “ground zero”.
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Bradley W. JoblingSocial Media Manager
Columbia University Department of Surgerywww.columbiasurgery.org
[email protected]@bradjobling
www.linkedin.com/in/bradleyjobling