smarter healthcare using social media

Smarter Healthcare UsingSmarter Healthcare UsingSocial MediaSocial Media

Effective Use and ImpactPresented by: Bridget Forney & Amy Burke

What isWhat is Social Media?Social Media?

Where individuals are incommunities that share ideas,interests, or are looking to meetpeople with similar ideas andinterests

Social media forums open up aline of communication that istwo-way, which gives “fans,”“members,” “followers” as wellas the hospital or foundation anopportunity to voice an opinion

Social Media in Healthcare today…

HealthMattersHealthline.com/blogsA collection of weblogs byHealthline professionals.

WebMD.comLeading source for

health and medical newsand information.

DiabetesMine.comA straight talk and

encouragement blog for peopleliving with the disease.

BLOGS SOCIALNETWORKING

PatientsLikeMe.comShare your treatment experiences.

Find patients just like you. Learn fromothers who know.

PODCASTS

Johns Hopkins Medicine Podcastswww.hopkinsmedicine.org/

mediaii/podcasts.htmlA weekly podcast looking at the top medical stories of

the week for people who want to become informedparticipants in their own health care.

The Pew Internet Project estimates that about

of internet users80%

havehavelookedlookedonlineonline

forforhealthhealth

information.information.

These conversations are takingplace with or without youwith or without you.

Embrace and engage to connect withEmbrace and engage to connect withpatients and build lasting relationshipspatients and build lasting relationships

Why consumers areattracted to social media…

People trust “a person like me” more thanbusiness, government or media figures

Seeking a conversation, not a one-wayadvertisement

Trust, transparency, dialogue, honesty

FundraisePublicize eventsShare video and photosGather and respond to patient testimonialsShare media coverageStart a conversationImprove customer/patient service

What can social media do for you?

Social Media PlatformsSocial Media Platforms

Connects people withfamily, friends, colleagues,and those with similarinterests

Users “Like” or joinnetworks organizedgeographically,professionally by industry oreducationally by school,among other classifications

PeoplePeople

BusinessesBusinesses NonprofitsNonprofits

MediaMedia

VolunteersVolunteers

PatientsPatientsFa

ceb

oo

k U

SER

S

Strengthen your brandthrough Page customization

Network with people andbusinesses

Communicate with peoplewho “Like” you through directand targeted messages

Measure your success throughFacebook Insights

Fundraise!

Why join Facebook?

Over 400 Million users worldwide!

Hospitals on Hospitals on Facebook Facebook fall infall into four categories:to four categories:

Individual HospitalsSpecialty HospitalsChildren’s HospitalsHealth Systems

OSF Saint Francis Medical Center

Effective use ofphoto and video

•Over 1,500 “Likes” to date•Over 50 photo albums•Frequent updates•“Favorite Pages”

Kennedy Krieger Institute

How can I optimize myFacebook Page?

Engage people who “Like” youUpdate frequentlyRespond to commentsStart conversationsAdvertise eventsShare photos and video“Favorite Pages”Clean up your tabs!Use Causes TabTarget your audienceUse FBML

Facebook Causes Application

A crash course in FBML(Facebook Markup Language)

FBML gives your page a tab (name of your choosing) to add organized content.

Waffil.comFacebook.com/WaffilJonathon GatesPhone: 619-543-1405 Ext. 7102Jgates@waffil.com

What is , anyway?

Cross between instant messaging and bloggingthat allows users to send short (140-character)updates in which they answer the simplequestion, “What are you doing?”

Users create formal and informal connections,which establishes numerous and interconnectednetworks of users.

Over 100 million users!

Searches allowyou to findtweetscontaining thesame term orhashtag

Lists allowyou to grouppeople youfollow undercategories(I.e. healthreporters)

Find out whatpeople aretalking aboutin your area

Your Twitter Sidebar

Why tweet?Find new audiencesJoin the conversationPromote

hospital/foundation newsand events

Strengthen your brandthrough profilecustomization

Friendraise

@BackusHospitalBackus Hospital is a community hospital in Norwich,CT. They recently Tweeted pictures of the hospital’s

“first baby of the New Year.” Who doesn't love babies?

Other ways they’re using Twitter:Asking general questions to engage the hospital’saudience. (If Sanjay Gupta becomes the U.S. SugeonGeneral, what would you ask him?)Posting safety tips (change those smoke alarm batteries).Posting health reminders (get those flu shots).Providing links to cross-promote other products (readour monthly health magazine).

@StJudeSt. Jude Children’s Research Hospital in Memphis, TN.

(St. Jude is also the most popular hospital Page on Facebook with over 88,000 fans.)

Ways they’re using Twitter:Announcing accomplishments (St. Jude Ranked No. 1Pediatric Oncology Hospital).

Generating excitement about successful fundraising eventsand thanking fundraisers (marathoners raise $2 million forhospital).

Posting new research findings and overviews of topics suchas cancer diagnosis and care.

Best PracticesBuild relationships

Include a bio and custom backgroundBe prepared to address concerns

RetweetPost links to articles/sites even if they aren’t about

your companyProvide value

Have personality - inspire conversationMost importantly, participate!

5 additional ways to usesocial media after this

presentation:Tweet live proceduresTrain medical personnelReach mainstream mediaCommunicate in times of CrisisProvide accurate information to patients

Healthcare Communications& Social Media

www.healthsocmed.com@HealthSocMed

#hcsm

Join a weekly Twitterconversation about Healthcare

communications and social media

QuicklinksMashable Social Media Guide: the world’s largest blog focused

exclusively on Web 2.0 and Social Media news http://mashable.comInside Facebook: provides up-to-date news and market research on

Facebook for developers and marketershttp://www.insidefacebook.com

Non-profits on Facebook: a resource for non-profits and otherorganizations built to help you harness the power of Facebookhttp://www.facebook.com/nonprofits

Wild Apricot’s Non-Profit Technology Blog: how to promote yournon-profit’s cause on Facebook in five easy stepshttp://www.wildapricot.com/blogs/newsblog/archive/2007/06/05/six-simple-ways-to-promote-your-cause-on-facebook.aspx

10 Twitter tips for Nonprofit organizationshttp://nonprofits.change.org/blog/view/10_twitter_tips_for_nonprofit_organizations

http://muckrack.com Find journalists on Twitter by beat, outlet orlocation

In conclusion…

Improve patient careGain media coverage/connect with mediaAttract new patients and staffFundraising & FriendraisingA healthy investmentMonitor & Measure!

Questions or comments?Contact us:

Amy BurkeAburke@profilespr.com

www.Twitter.com/AmyBurke02(@AmyBurke02)

Bridget ForneyBridget@profilespr.com

www.Twitter.com/BridgetForney(@BridgetForney)