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RT@YOU! Evolution to execution:
Implementing a Social Media Strategy
in a Hospital Setting




April 30, 2010
John Sharp, MSSA, PMP
Research Informatics, Cleveland Clinic
Case Study

• About Cleveland Clinic
• Social Media evolution
• How does a social media strategy fit?
• Convergence and ePatients
• Wrap and questions




                                     Social Media Strategy in Healthcare l April 30, 2010 l 2
Disclosure

• Advisory Board, Within3.com


Within3 enables that engagement by building and
 sustaining secure online communities for formal and
 informal networks of health professionals.




                                    Social Media Strategy in Healthcare l April 30, 2010 l 3
Cleveland Clinic




                   Social Media Strategy in Healthcare l April 30, 2010 l 4
Cleveland Clinic
                                          •4th among nation’s 6,000 hospitals
                                          • Nation’s #1 heart program
•   Founded in 1921                       • 16 specialties ranked
•   Not-for-profit group practice
•   1,800 physicians and scientists
•   Innovations include:
     – First coronary angiography
     – Development and refinement of coronary bypass surgery
     – First minimally invasive aortic heart valve surgery
     – First successful larynx transplant
     – Discovery of first gene linked to coronary artery disease
• Statistics:
  – Clinical visits: 3,062,772      ♦ Surgical cases: 231,803
  – Admissions: 112,058             ♦ Emergency visits: 392,042


                                            Social Media Strategy in Healthcare l April 30, 2010 l 5
Cleveland Clinic
• One of the US’s largest and busiest hospitals
   – Case mix index highest of all hospitals
   – Patients visit from 50 states and more than 100 countries annually
• Main Campus
   – 16 Family Health Centers in Ohio
• Cleveland Clinic Health System
   – 10 Community hospitals and 2 affiliate hospitals
   – 39,250 employees
• Nevada
   – Lou Ruvo Center for Brain Health
• Florida
   – Weston Clinic and hospital
• Canada
   – Toronto Health and Wellness Centre
• Abu Dhabi
   – Operational in 2012, multi-specialty hospital and clinic
                                                Social Media Strategy in Healthcare l April 30, 2010 l 6
Web Strategy

• Increase brand awareness
    regionally, nationally, internationally
•   Bring in new patients
•   Increase traffic to website
•   Stay in the forefront in the media
•   Recruit the best physicians and health care
    professionals
• Provide education, promote research

                                              Social Media Strategy in Healthcare l April 30, 2010 l 7
ClevelandClinic.org




                      Social Media Strategy in Healthcare l April 30, 2010 l 8
eHealth Services


                 Providers                                       Patients



 MyPractice:             MyPractice            MyChart:                          MyConsult:
 Electronic Medical                        Your Personal Health               Your First Choice for
  Record System         Community              Connection                      a Second Opinion




  eResearch:            Dr.Connect:          VirtualVisit:                    MyMonitoring:
     Research              Improved          Patient/Physician                Ongoing Condition
Standardization: Real   Communication;      Interaction Globally             Reporting from Home
 Data; Real Results      Improved Care




                                                  Social Media Strategy in Healthcare l April 30, 2010 l 9
Office of Patient Experience

• Create a unified, welcoming
 experience for patients
 and families
• Environment – from calming
 entry way to
 design of patient rooms
• Welcoming – greeters, training
• Online experience


                                   Social Media Strategy in Healthcare l April 30, 2010 l 10
Early Social Media



• Unofficial Blogs
    – Clinical Cases and Images for medical education
•   AskDrWiki.com – medial reference
•   Answering forum questions on MedHelp.org
•   CEO blog (internal)
•   Physician online chats




                                       Social Media Strategy in Healthcare l April 30, 2010 l 11
How Social Media Fits Today

• Facebook – Wellness, links back to website
• Twitter – daily wellness tips, seminars, discoveries
• LinkedIn – recruitment, professional community
• YouTube – content, diseases and conditions,
 discoveries, medical specialties, patient stories




                                      Social Media Strategy in Healthcare l April 30, 2010 l 12
Open to comments

              My husband has had one conversation
              with a staff member at Cleveland Clinic,
              and I love you all already. The person he
              talked with was knowledgeable,
              professional, empathetic, and encouraging.
              Thank you for giving him hope after a long
              and difficult medical crisis. We can't wait
              for his surgery!
                                Social Media Strategy in Healthcare l April 30, 2010 l 13
Twitter




          Social Media Strategy in Healthcare l April 30, 2010 l 14
LinkedIn – for Recruitment




                             Social Media Strategy in Healthcare l April 30, 2010 l 15
YouTube Channel




           Social Media Strategy in Healthcare l April 30, 2010 l 16
Presenting…

Cleveland
Clinic
Mobile
m.clevelandclinic.org




                        Social Media Strategy in Healthcare l April 30, 2010 l 17
Governance

• Social Media Committee
• About 25 from Marketing, Corporate Communications,
 Education, Research, General Council
• Discuss new initiatives
• Strategy
• Business cases for new uses of social media




                                   Social Media Strategy in Healthcare l April 30, 2010 l 18
Single Accounts or Multiple?
                                Twitter
• Brand dilution?               •@ClevelandClinic
                                •@ClevClinicHeart
• On message?                   •@CleveClinic_CME
• Updated regularly?            •@CCLRI

• Different audiences?
• What is the business case?


                               Social Media Strategy in Healthcare l April 30, 2010 l 19
Using Social Media for
Quality Improvement?

• Must define quality improvement goals
• Dealing with complaints?
• Social media as a suggestion box?
• Wait times, phone calls not returned
             On hold with the Cleveland Clinic for 10
             minutes. It only took me 30 minutes to make
             my last appointment.
             #HowDoPeopleWhoWorkDealWithThis

                                  Social Media Strategy in Healthcare l April 30, 2010 l 20
Return on Investment

• Soft
  – Engagement – two way communication
  – Telling patient stories
  – Additional content channels
  – Reputation, brand enhancement
• Hard
  – Drive traffic to website
  – Increase attendance at health lectures
  – New patients making appointments
  – Conversions – new patients keep appointments
  – Other efficiencies
                                         Social Media Strategy in Healthcare l April 30, 2010 l 21
Social Media Risks
Dissemination of health information through
 social networks: Twitter and antibiotics
• Social media sites offer means of health
  information sharing.
• Further study to explore how networks provide a
  venue to
   – identify misuse or misunderstanding of
     antibiotics,
   – promote positive behavior change,
   – disseminate valid information, and
   – explore how such tools can be used to gather
     real-time health data.
• American Journal of Infection Control Volume 38, Issue 3, Pages 182-188 (April 2010)


                                                        Social Media Strategy in Healthcare l April 30, 2010 l 22
Employee Social Media Policy
• Don’t share any information about patients
• Any selling or soliciting donations must be
 approved in advance
• Make it clear that you are posting your own opinions and
 not those of your employer
• Don’t publish confidential or proprietary information
• Posting and viewing social media sites should not interfere
 with your work
• Post to social media sites should not contain any product
 or service endorsements or any content that may
 construed as political lobbying, solicitations or contributions
• Approved Social Media Networkers should stay within the
 scope of their role in posting on behalf of the organization

                                        Social Media Strategy in Healthcare l April 30, 2010 l 23
Five Touchpoints to Make
Care More Personalized & Efficient


  • Coordinated care teams
  • Fluent Navigators
  • Patient Experience Benchmarks
  • Medical Centers of Excellence
  • Care anywhere networks – mHealth
  • http://www.pwc.com/us/en/healthcast

                                     Social Media Strategy in Healthcare l April 30, 2010 l 24
Future

• Mobile Apps – wellness, other
• Convergence of eHealth and Social Media
• Social Media strategy
 – taking it to the next level
• Continue to fit social media into the
 character of our organization


                                 Social Media Strategy in Healthcare l April 30, 2010 l 25
Wellness
  Health Content                              Convergence
           Website                            -Comprehensive
      Find MD                                 Online experience
                                              -Interact with
                                              online
   Second Opinion
                                              communities
          eHealth                             -mobile apps
PHR       Google Health                       -home monitoring
                                              -wellness &
 blogs      Twitter                           disease prevention
                                              -new social media
          Social Media
YouTube                                       trends
           Facebook


                              Social Media Strategy in Healthcare l April 30, 2010 l 26
Take Aways

• Start with the big 4
• Monitor what people are saying about you
• Open the channels of two-way communication
 – engagement
• Engage employees in the social media
 strategy
• Look for opportunities for quality improvement

                               Social Media Strategy in Healthcare l April 30, 2010 l 27
Cleveland Clinic Social Media

• Twitter - @ClevelandClinic
• Facebook - facebook.com/ClevelandClinic
• YouTube - youtube.com/ClevelandClinic
• LinkedIn - linkedin.com/groups?gid=136543
• Website: my.clevelandclinic.org
• Mobile: m.clevelandclinic.org


                                    Social Media Strategy in Healthcare l April 30, 2010 l 28
card.ly/JohnSharp



                    Social Media Strategy in Healthcare l April 30, 2010 l 29

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Social Media in Health Care, Toronto 2010

  • 1. RT@YOU! Evolution to execution: Implementing a Social Media Strategy in a Hospital Setting April 30, 2010 John Sharp, MSSA, PMP Research Informatics, Cleveland Clinic
  • 2. Case Study • About Cleveland Clinic • Social Media evolution • How does a social media strategy fit? • Convergence and ePatients • Wrap and questions Social Media Strategy in Healthcare l April 30, 2010 l 2
  • 3. Disclosure • Advisory Board, Within3.com Within3 enables that engagement by building and sustaining secure online communities for formal and informal networks of health professionals. Social Media Strategy in Healthcare l April 30, 2010 l 3
  • 4. Cleveland Clinic Social Media Strategy in Healthcare l April 30, 2010 l 4
  • 5. Cleveland Clinic •4th among nation’s 6,000 hospitals • Nation’s #1 heart program • Founded in 1921 • 16 specialties ranked • Not-for-profit group practice • 1,800 physicians and scientists • Innovations include: – First coronary angiography – Development and refinement of coronary bypass surgery – First minimally invasive aortic heart valve surgery – First successful larynx transplant – Discovery of first gene linked to coronary artery disease • Statistics: – Clinical visits: 3,062,772 ♦ Surgical cases: 231,803 – Admissions: 112,058 ♦ Emergency visits: 392,042 Social Media Strategy in Healthcare l April 30, 2010 l 5
  • 6. Cleveland Clinic • One of the US’s largest and busiest hospitals – Case mix index highest of all hospitals – Patients visit from 50 states and more than 100 countries annually • Main Campus – 16 Family Health Centers in Ohio • Cleveland Clinic Health System – 10 Community hospitals and 2 affiliate hospitals – 39,250 employees • Nevada – Lou Ruvo Center for Brain Health • Florida – Weston Clinic and hospital • Canada – Toronto Health and Wellness Centre • Abu Dhabi – Operational in 2012, multi-specialty hospital and clinic Social Media Strategy in Healthcare l April 30, 2010 l 6
  • 7. Web Strategy • Increase brand awareness regionally, nationally, internationally • Bring in new patients • Increase traffic to website • Stay in the forefront in the media • Recruit the best physicians and health care professionals • Provide education, promote research Social Media Strategy in Healthcare l April 30, 2010 l 7
  • 8. ClevelandClinic.org Social Media Strategy in Healthcare l April 30, 2010 l 8
  • 9. eHealth Services Providers Patients MyPractice: MyPractice MyChart: MyConsult: Electronic Medical Your Personal Health Your First Choice for Record System Community Connection a Second Opinion eResearch: Dr.Connect: VirtualVisit: MyMonitoring: Research Improved Patient/Physician Ongoing Condition Standardization: Real Communication; Interaction Globally Reporting from Home Data; Real Results Improved Care Social Media Strategy in Healthcare l April 30, 2010 l 9
  • 10. Office of Patient Experience • Create a unified, welcoming experience for patients and families • Environment – from calming entry way to design of patient rooms • Welcoming – greeters, training • Online experience Social Media Strategy in Healthcare l April 30, 2010 l 10
  • 11. Early Social Media • Unofficial Blogs – Clinical Cases and Images for medical education • AskDrWiki.com – medial reference • Answering forum questions on MedHelp.org • CEO blog (internal) • Physician online chats Social Media Strategy in Healthcare l April 30, 2010 l 11
  • 12. How Social Media Fits Today • Facebook – Wellness, links back to website • Twitter – daily wellness tips, seminars, discoveries • LinkedIn – recruitment, professional community • YouTube – content, diseases and conditions, discoveries, medical specialties, patient stories Social Media Strategy in Healthcare l April 30, 2010 l 12
  • 13. Open to comments My husband has had one conversation with a staff member at Cleveland Clinic, and I love you all already. The person he talked with was knowledgeable, professional, empathetic, and encouraging. Thank you for giving him hope after a long and difficult medical crisis. We can't wait for his surgery! Social Media Strategy in Healthcare l April 30, 2010 l 13
  • 14. Twitter Social Media Strategy in Healthcare l April 30, 2010 l 14
  • 15. LinkedIn – for Recruitment Social Media Strategy in Healthcare l April 30, 2010 l 15
  • 16. YouTube Channel Social Media Strategy in Healthcare l April 30, 2010 l 16
  • 17. Presenting… Cleveland Clinic Mobile m.clevelandclinic.org Social Media Strategy in Healthcare l April 30, 2010 l 17
  • 18. Governance • Social Media Committee • About 25 from Marketing, Corporate Communications, Education, Research, General Council • Discuss new initiatives • Strategy • Business cases for new uses of social media Social Media Strategy in Healthcare l April 30, 2010 l 18
  • 19. Single Accounts or Multiple? Twitter • Brand dilution? •@ClevelandClinic •@ClevClinicHeart • On message? •@CleveClinic_CME • Updated regularly? •@CCLRI • Different audiences? • What is the business case? Social Media Strategy in Healthcare l April 30, 2010 l 19
  • 20. Using Social Media for Quality Improvement? • Must define quality improvement goals • Dealing with complaints? • Social media as a suggestion box? • Wait times, phone calls not returned On hold with the Cleveland Clinic for 10 minutes. It only took me 30 minutes to make my last appointment. #HowDoPeopleWhoWorkDealWithThis Social Media Strategy in Healthcare l April 30, 2010 l 20
  • 21. Return on Investment • Soft – Engagement – two way communication – Telling patient stories – Additional content channels – Reputation, brand enhancement • Hard – Drive traffic to website – Increase attendance at health lectures – New patients making appointments – Conversions – new patients keep appointments – Other efficiencies Social Media Strategy in Healthcare l April 30, 2010 l 21
  • 22. Social Media Risks Dissemination of health information through social networks: Twitter and antibiotics • Social media sites offer means of health information sharing. • Further study to explore how networks provide a venue to – identify misuse or misunderstanding of antibiotics, – promote positive behavior change, – disseminate valid information, and – explore how such tools can be used to gather real-time health data. • American Journal of Infection Control Volume 38, Issue 3, Pages 182-188 (April 2010) Social Media Strategy in Healthcare l April 30, 2010 l 22
  • 23. Employee Social Media Policy • Don’t share any information about patients • Any selling or soliciting donations must be approved in advance • Make it clear that you are posting your own opinions and not those of your employer • Don’t publish confidential or proprietary information • Posting and viewing social media sites should not interfere with your work • Post to social media sites should not contain any product or service endorsements or any content that may construed as political lobbying, solicitations or contributions • Approved Social Media Networkers should stay within the scope of their role in posting on behalf of the organization Social Media Strategy in Healthcare l April 30, 2010 l 23
  • 24. Five Touchpoints to Make Care More Personalized & Efficient • Coordinated care teams • Fluent Navigators • Patient Experience Benchmarks • Medical Centers of Excellence • Care anywhere networks – mHealth • http://www.pwc.com/us/en/healthcast Social Media Strategy in Healthcare l April 30, 2010 l 24
  • 25. Future • Mobile Apps – wellness, other • Convergence of eHealth and Social Media • Social Media strategy – taking it to the next level • Continue to fit social media into the character of our organization Social Media Strategy in Healthcare l April 30, 2010 l 25
  • 26. Wellness Health Content Convergence Website -Comprehensive Find MD Online experience -Interact with online Second Opinion communities eHealth -mobile apps PHR Google Health -home monitoring -wellness & blogs Twitter disease prevention -new social media Social Media YouTube trends Facebook Social Media Strategy in Healthcare l April 30, 2010 l 26
  • 27. Take Aways • Start with the big 4 • Monitor what people are saying about you • Open the channels of two-way communication – engagement • Engage employees in the social media strategy • Look for opportunities for quality improvement Social Media Strategy in Healthcare l April 30, 2010 l 27
  • 28. Cleveland Clinic Social Media • Twitter - @ClevelandClinic • Facebook - facebook.com/ClevelandClinic • YouTube - youtube.com/ClevelandClinic • LinkedIn - linkedin.com/groups?gid=136543 • Website: my.clevelandclinic.org • Mobile: m.clevelandclinic.org Social Media Strategy in Healthcare l April 30, 2010 l 28
  • 29. card.ly/JohnSharp Social Media Strategy in Healthcare l April 30, 2010 l 29