The Social Media Continuum at The Continuum Hospitals of New York

7/31/2019 The Social Media Continuum at The Continuum Hospitals of New York

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The Social Media Continuum atContinuum Hospitals of New York


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Who are the Continuum Hospitals

of New York?

We are a nonprofit, teaching hospital systemcomprised of five individual hospitals and amajor network of ambulatory care facilities andphysician practices.


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Fast Facts

Annual operating budgetover $2.8 billion 2,208 certified beds 555,000 annual days of inpatient care 1 million ambulatory visits 73,000 surgical procedures More than 255,000 emergency room visits annually

15,000+ employeesthe sixth largest private employer inNYC region

Over 4,500 affiliated physicians (full-time and voluntary) Over 700+ residents and fellowsone of the largest

teaching hospital systems in the world


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Where We Began

In 2008 Public Affairs and Marketing began discussingsocial media platforms and whether or not they would bebeneficial for a health care institution

Four areas of consideration: Ownership Manpower Buy-in from senior leadership Legal concerns


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Issue 1: Ownership

Social media blurs the boundaries of PR and marketing Established a joint committee that includes members

from all disciplines involved

Public RelationsMarketing

Internal communicationsDevelopment


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Role of Social Media Committee

Function 1: Survey the social media landscape to seewhat already existed.

Function 2: Create official pages for each hospital,monitor hospitals reputations and ensure departmentsdont create un-approved pages.

Function 3: Create content and improve engagement.


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Issue 2: Manpower

We are not a one-man-band, but we arent the Mayo Clinic either. There isnt one dedicated person or team to handle social media.

The work is distributed.

We still struggle with manpower issues four years later, but havefound a few things helpful:

Designated page managers to monitor pages and post/schedule content (pickthe right people)

Dashboard software to schedule postings Outside agencies to focus on building robust campaigns for select clinical areas


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Issue 3: Senior Leadership Buy-In

As a large teaching hospital system with a conservativeenvironment we were concerned about the HR, legal andhost of other issues that our social media presence mayhave created.


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Issue 4: Legal Concerns

Needed to create policies and procedures foremployees and non-employees, but legal teamdidnt have a firm grasp on social media at thatpoint in time (it was still new).

Dont underestimate how long this process takes!


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Our Social Media Presence Today

Our three largest hospitals have Facebook and YouTubeprofiles

Select departments, which have been approved by ourcommittee, have Facebook pages

Live Well New York, a healthcare initiative launched in2011 in conjunction with The Daily Newsand WNBC-TV,has Facebook and Twitter


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Our Pilot Projects

Chose two clinical areas that we felt would do well onsocial media and hired an outside agency to develop arobust campaign.

Child and Family Institute (St. Lukes and RooseveltHospitals)

Friedman Diabetes Institute (Beth Israel Medical Center)


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The Future: New Platforms

Blogo Launching a multi-author hospital blog this summero Help promote our medical professionals expertise

while providing rich and useful content to ourFacebook and Twitter accounts, which is expected toexpand our audience

o Created an application process and a naming contest,which resulted in enough good content to fill the firsttwo months.


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Check our Facebook pages for updates

about the launch of Health Bytes!


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The Future:Department-Focused Campaigns

!We are taking what we have learned with our pilot projectsand looking to expand the social media presence of other keydepartments through multi-faceted digital campaigns to build

thought leadership

o Platforms may include: Facebook, Twitter, Scribd, Digg, etc.

!Look for ways to build partnerships that link other social mediaplatforms with ours (e.g., ShareCare)


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What We Have Learned

!Social media committee needs structureo Define co-chairs, responsibilities and goals!An application process is helpful

o Ask applicants to submit sample posts for one month to ensure theyunderstand the type of content they should post and the time commitment

required

!Keep your notessocial media is constantly changing.o What didnt make sense in the past, might make sense now or in the

future


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What We Have Learned

Internal and external promotionis necessary

o Use all communications vehiclesto encourage employees and thepublic to like, follow or subscribeto your social media channels.

o Create materials to hand out atevents and leave in waiting

rooms. To the right is an

example of a Live Well New York

social media postcard we

created.


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Still Not Sure Where to Start?

Choose a key clinical area and hire an agency to execute a fullsocial media campaign.

Stay involved throughout the process.

Learn what tools and strategies they useo Rules of Engagemento Measurement Toolso New Platforms


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Conferences We Found Helpful

Health Care Social Media Summit (Mayo Clinic Centerfor Social Media)

PR Newswire social media conference HANYS social media conference Let's Get Down to Basics: Putting Email, Social Media

and Constant Contact to work for you

Advanced Social Media Marketing seminar (NationalSeminars Training)


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Visit Our Social Media Properties

Facebook www.Facebook.com/BethIsraelMedicalCenterNYC www.Facebook.com/RooseveltHospitalNYC www.Facebook.com/StLukesHospitalNYC www.Facebook.com/LiveWellNY

YouTube www.YouTube.com/BethIsraelNYC www.YouTube.com/RooseveltHospitalNYC www.YouTube.com/StLukesHospitalNYC

Twitter

www.Twitter.com/LiveWellNY or @LiveWellNY

The Social Media Continuum at The Continuum Hospitals of New York

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