Health Care and Social Media for Business Development Institute

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Bradley Jobling

Salud y medicina

Columbia University Department of Surgery www.columbiasurgery.org info@columbiasurgery.org @columbiasurgery

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.” 3/18/2011 Health Care Social Communications Leadeship Forum 2

From the Bottom of My LVAD 3/18/2011 Health Care Social Communications Leadership Forum 3

The Liver Spot 3/18/2011 Health Care Social Communications Leadeship Forum 4

Heart-Valve-Surgery.com 3/18/2011 Health Care Social Communications Leadeship Forum 5

Columbia Surgery Facebook Pages 3/18/2011 Health Care Social Communications Leadership Forum 6

3/18/2011 Health Care Social Communications Leadeship Forum 7

3/18/2011 Health Care Social Communications Leadeship Forum 8

www.columbiasurgery.net 3/18/2011 Health Care Social Communications Leadeship Forum 9

Does social media work for NYPH/Columbia? 3/18/2011 Health Care Social Communications Leadership Forum 10

Social Media Strategy 3/18/2011 Health Care Social Communications Leadership Forum 11

1. Determine First Program 3/18/2011 Health Care Social Communications Leadership Forum 12

2. Listen 3/18/2011 Health Care Social Communications Leadership Forum 13

3. Prepare 3/18/2011 Health Care Social Communications Leadeship Forum 14

4. Engage(Blog as a Power Station) 3/18/2011 Health Care Social Communications Leadeship Forum 15

5. Measure Successes 3/18/2011 Going Viral Against HIV and STIs 16

Success Dashboard Content Produced By Area Social Media Activity Scores Facebook Insights Twitter Klout Traffic to Web Site Informational Requests Referrals Article Syndication & Links 3/18/2011 Health Care Social Communications Leadeship Forum 17

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 3/18/2011 Health Care Social Communications Leadership Forum 18

New Initiatives Ask An Expert ShareCare Patient Clinician Online Support Communities Pancreatic Cancer Liver Online Chats Content Management & Workflow Content Syndication 3/18/2011 Health Care Social Communications Leadeship Forum 19

www.columbiasurgery.org@columbiasurgery Bradley W. Jobling @bradjobling www.linkedin.com/in/bradleyjobling 3/18/2011 Health Care Social Communications Leadeship Forum 20

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Health Care and Social Media for Business Development Institute

1. Columbia University Department of Surgery www.columbiasurgery.org info@columbiasurgery.org @columbiasurgery

2. 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.” 3/18/2011 Health Care Social Communications Leadeship Forum 2

3. From the Bottom of My LVAD 3/18/2011 Health Care Social Communications Leadership Forum 3

4. The Liver Spot 3/18/2011 Health Care Social Communications Leadeship Forum 4

5. Heart-Valve-Surgery.com 3/18/2011 Health Care Social Communications Leadeship Forum 5

6. Columbia Surgery Facebook Pages 3/18/2011 Health Care Social Communications Leadership Forum 6

7. 3/18/2011 Health Care Social Communications Leadeship Forum 7

8. 3/18/2011 Health Care Social Communications Leadeship Forum 8

9. www.columbiasurgery.net 3/18/2011 Health Care Social Communications Leadeship Forum 9

10. Does social media work for NYPH/Columbia? 3/18/2011 Health Care Social Communications Leadership Forum 10

11. Social Media Strategy 3/18/2011 Health Care Social Communications Leadership Forum 11

12. 1. Determine First Program 3/18/2011 Health Care Social Communications Leadership Forum 12

13. 2. Listen 3/18/2011 Health Care Social Communications Leadership Forum 13

14. 3. Prepare 3/18/2011 Health Care Social Communications Leadeship Forum 14

15. 4. Engage(Blog as a Power Station) 3/18/2011 Health Care Social Communications Leadeship Forum 15

16. 5. Measure Successes 3/18/2011 Going Viral Against HIV and STIs 16

17. Success Dashboard Content Produced By Area Social Media Activity Scores Facebook Insights Twitter Klout Traffic to Web Site Informational Requests Referrals Article Syndication & Links 3/18/2011 Health Care Social Communications Leadeship Forum 17

18. 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 3/18/2011 Health Care Social Communications Leadership Forum 18

19. New Initiatives Ask An Expert ShareCare Patient Clinician Online Support Communities Pancreatic Cancer Liver Online Chats Content Management & Workflow Content Syndication 3/18/2011 Health Care Social Communications Leadeship Forum 19

20. www.columbiasurgery.org@columbiasurgery Bradley W. Jobling @bradjobling www.linkedin.com/in/bradleyjobling 3/18/2011 Health Care Social Communications Leadeship Forum 20

Notas del editor

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.
Google AlertsBlog PulseBuzz MetricsSurveysSocial MentionRadian 6CymfonyJiveViral HeatTattlerHow to Build Your Own Social Media Monitoring Service (@webmetricsguru)
EngagementcommentsrecommendationsretweetsforwardslinkslikesmentionsInteractionsWeb Site Goalsleadspage viewssubscriberstime on sitebounce rate

Health Care and Social Media for Business Development Institute

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