Health Care and Social Media for Business Development Institute

Columbia University Department of Surgery www.columbiasurgery.org

[email protected]

@columbiasurgery

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Why social media for health care?

“This business as we knew it for the last 20 years has changed. We

used to market to the doctors who would refer their patients to us. Now more patients are hearing about us from other patients.”

Health Care Social Communications Leadeship Forum

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From the Bottom of My LVAD

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The Liver Spot

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Heart-Valve-Surgery.com

Columbia Surgery Facebook Pages

Pages Likes (Mar/11) Followers (Mar/11)

Aortic Surgery 42 65

Atrial Fibrillation 29 58

Center for Hyperhidrosis 38 34

Center for Metabolic and Weight Loss Surgery

40 72

Clinical Breast Cancer Program 10 207

Columbia Surgery 1,444 3,205

Living Liver Donor Transplant Program

356 492

Minimally Invasive Hybrid Cardiac Care

27 51

Pancreas Center 372 362

Second Opinion 25 7

Thoracic Surgery 37 26

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www.columbiasurgery.net

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Does social media work for NYPH/Columbia?

Health Care Social Communications Leadership Forum

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Social Media Strategy

Health Care Social Communications Leadership Forum

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1. Determine First Program

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2. Listen

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3. Prepare

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4. Engage(Blog as a Power Station)

Health Care Social Communications Leadeship Forum

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5. Measure Successes

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Success Dashboard• Content Produced By Area

• Social Media Activity Scores• Facebook Insights• Twitter Klout

• Traffic to Web Site

• Informational Requests

• Referrals

• Article Syndication & Links

Posts & Articles Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 TotalGoal 6 6 6 6 6 6 6 6 6 54

Clinical Trial ArticlesJournal ReviewsMeeting SummariesOther

Difference

Questions & Answers Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 TotalGoal 20 20 20 20 20 20 20 20 20 180

Ask an Expert Q&AOther

Difference

Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 TotalPost Syndication

Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 TotalFacebookTwitterBlogShareCareOther (NYP.org, columbia.edu, …)Search

Total Visits

Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 AvgLikes Monthly Active UsersPost ViewsPost Feedback

Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 AvgFollowersKlout Score

Content Goals - (# of posts and q&a items written per month)

Web Site Referrals - (traffic coming to your web site from other Internet sites)

Facebook Page Activity - (http://www.facebook.com/help/?search=insights)

Twitter Activity - (http://klout.com/kscore)

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Strategy is Important

• Consistent communications message

• Justifying social media to management

• Content creation, page monitoring, community building

• Employee policies regarding social media

• Issue, and crisis control

• New requirements for even more “community” content.

• New operational work flows

Health Care Social Communications Leadership Forum

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New Initiatives• Ask An Expert

• ShareCare• Patient• Clinician

• Online Support Communities• Pancreatic Cancer• Liver

• Online Chats

• Content Management & Workflow

• Content Syndication

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www.columbiasurgery.org @columbiasurgery

Bradley W. Jobling

@bradjobling

www.linkedin.com/in/bradleyjobling