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As presented to the AMA Healthcare SIG
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Social Media @OSUMC
January 27, 2010
I'm the program director for digital/social media @osumc, where I use digital tools to create engaging solutions to improve peoples’ lives.
@OSUsquire
Ohio State University
Research Education Patient Care
OSU Medical Center
College of Medicine & Office of Health
Sciences
Clinical Departments• School of Biomedical
Science• School of Allied
Medical Professions• Centers, Programs, &
Institutes
OSU Physicians
Departmental LLCs:• Medical • Surgical• Primary Care• Hospital Based
OSU Health System & Hospitals
University HospitalJames Cancer HospitalUniversity Hospital East OSU Harding Hospital Ross Heart HospitalPrimary Care NetworkSpecialty Care Network
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Every Day is an Opportunity
4,000 Ambulatory Visits 300 Emergency Department Visits 150 Discharges (200 on Fridays) 120 Surgeries
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AmbulatoryGrowth
Eye and Ear Institute
CarePoint Gahanna
CarePoint Lewis Center
CarePoint East
JamesCare Comprehensive Breast Center
FastCare (Giant Eagle)
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VisionMission & Values
MissionTo improve people’s lives through innovation in research, educationand patient care
VisionWorking as a team, we will shapethe future of medicine by creating, disseminating and applying new knowledge, and by personalizing health care to meet the needs of each individual
ValuesExcellence, Collaborating as ONE University, Acting with Integrity & Personal Accountability, Openness & Trust, Diversity in People & Ideas, Change & Innovation, Simplicity in our Work, Leadership, Empathy & Compassion
PromiseImproving people’s lives… through personalized health care
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Become a top 20 academic medical center and a top 10 NCI funded cancer program through advancements in research, education, and patient care
Become a high performance organization and workplace of choice
Generate an investment fund for mission development
Strategic Goals
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Understand the collective Culture
(knowledge, experience, beliefs, values, attitudes) of our Employees, Patients &
Communities in which we operate so that we can deliver healthcare in a way
that is Predictive, Preventive,
Personalized and Participatory (P4 Medicine).
Social Business
Social Media
@OSUMC What we do now
What we are planning
How we change medicine
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Getting Started
Social Media
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Social Media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in conversations between authors, people, and peers.”
-Brian Solis
http://www.briansolis.com/2010/01/defining-social-media-the-saga-continues/
Issues
Issues
Requestor: UnknownBusiness Unit: University Hospital
Question/Comment: The amount of time I see people using facebook is out of control. I walk around and at any given time can find a few people on facebook. This includes nursing, physicians, occupational therapist and physical therapist (managers at times). I beg you to please do something about this. I hear of other hospitals that have banned this so I know it can be done. Thanks
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Become a top 20 academic medical center and a top 10 NCI funded cancer program through advancements in research, education, and patient care
Become a high performance organization and workplace of choice
Generate an investment fund for mission development
Strategic Goals
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Access
Tammy Moore
Director Emergency Services at Ohio State University
Medical Center
Policy“Our policy is that you, the employee, may use Social Media for personal use only during non-working time and in strict compliance with all other terms of this and other Medical Center and University policies.”
Policy Online: https://onesource.osumc.edu/sites/policies/Documents/Policy%2005-05_Social%20Media_011310%20(00063276).PDF
Policy“Conduct that would be illegal or a violation of a Medical Center or University policy in the “offline” world would still be illegal or a violation of the policy when it occurs online.”
Policy Online: https://onesource.osumc.edu/sites/policies/Documents/Policy%2005-05_Social%20Media_011310%20(00063276).PDF
PolicyDon'ts:
Confidential OSU information
Patient information
Personnel Information
Legal Information
Materials that belong to someone else
Policy Online: https://onesource.osumc.edu/sites/policies/Documents/Policy%2005-05_Social%20Media_011310%20(00063276).PDF
PolicyGuidelines:
Policy requires adherence to the Social Media Participation Guidelines.
The Guidelines are administered by Communications and Marketing.
Policy Online: https://onesource.osumc.edu/sites/Audience/Leaders/Pages/Social%20Media%20Guidelines.aspx
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Toolkit
http://bit.ly/socialmediaOSUMC
The Process
What is the overall Plan?
Who is our Audience?
What are our Goals?
What Resources are available?
How are we changing Relationships?
Which Technologies should we use?
Social Media
@OSUMC What we do now
What we are planning
How we change medicine
Getting Started
Build Relationships
Listen
Respond
Influence
Enlist
Listen
Respond
Respond (Quicker!)
Influence
Enlist
Stefanie’s Champions
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Mass mailings started Oct ‘10
22 nominations received Oct-12/22/10
Nominate Your Champion!
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12/23/10-01/03/10
Up to $50 a day
Up to $2.00 per click
Total spend $600
Highly Targeted
Target
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Target
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Target
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Target
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Target
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Target-Avoidance
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Results
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2,373,746 Impressions
621 Clicks
Average Cost Per Click $.97
30 NEW nominations (4.8% Conversion)
In 12 days…
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M 18-647%
F 18-2412%
F 25-3410%
F 35-4415%
F 45-5427%
F 55- 6419%
F 65-10010%
F UKNOWN1%
ClickDemographics
CEO Blog
Overall picture
Not just text
Current Events
Candid
http://medicalcenter.osu.edu/aboutus/keeping_in_touch/default.aspx
Department Blogs
Story tell
Responsive
High level
Details
Content Calendar
Thought Leadership
Collection
Platform
Discussion
Multi-media
http://phc.osumc.edu
Facebook Page
Aggregate Stories
Quick calls to action
Ask an opinion
Video
Pictures
Links
http://facebook.com/osumedicalcenter
YouTube—Help Our Customers
http://www.youtube.com/watch?v=1QbUcFIl0sw
YouTube—UGC
http://www.youtube.com/watch?v=_-GrLhTYYs4
Give them tools
Make it a competition
WebCollect Stories
Provide Online/Offline Opportunity
Social Sharing
Inform
http://projectone.osu.edu/
What we do now
What we are planning
How we change medicine
Social Media
@OSUMC
Getting Started
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Become a top 20 academic medical center and a top 10 NCI funded cancer program through advancements in research, education, and patient care
Become a high performance organization and workplace of choice
Generate an investment fund for mission development
Strategic Goals
Total Digital Presence
Social Business Design
Active Listenin
g & Analysi
s
Influencer Mapping
& Network
Dynamics
Technology
Assessment,
Integration & Adoption
Organizational
Planning (People & Process)
Pilots, Programs &
Transformation
P4 adoption
Patient Experience
Development
Measurement, Metrics
& Success
Source: http://darmano.typepad.com/logic_emotion/2010/07/gameplan.htmlDavid Armano—SVP at Edleman Digital
•Listen to the newly amplified and disseminated voices of our customers online
•Respond to that feedback, and take it into consideration when we make decisions related to how you operate
•Provide helpful, useful information to our customers that support their entire relationship with us, not just their moment of purchase
•Empower every person in our business to be and do all of these things themselves, within agreed upon guidelines, but with the freedom to respond with speed and personality
•Adapt our people and processes to provide more open, fluid networks of communication. That means inside our business, between our business and community (past, present, and future customers), and among and within the community itself
In Amber’s words…
Source: http://go.osu.edu/beyondcampaigns
•Listen to the newly amplified and disseminated voices of our customers online
•Respond to that feedback, and take it into consideration when we make decisions related to how you operate
•Provide helpful, useful information to our customers that support their entire relationship with us, not just their moment of purchase
•Empower every person in our business to be and do all of these things themselves, within agreed upon guidelines, but with the freedom to respond with speed and personality
•Adapt our people and processes to provide more open, fluid networks of communication. That means inside our business, between our business and community (past, present, and future customers), and among and within the community itself
In Amber’s words…
Source: http://go.osu.edu/beyondcampaigns
Listen
Respond
Influence
Enlist
Social Media
@OSUMCWhat we do now
What we are planning
How we change medicine
David Armano—SVP at Edleman Digital
Source: http://www.flickr.com/photos/7855449@N02/2780450986/sizes/o/in/set-72157606844282993/
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Understand the collective Culture
(knowledge, experience, beliefs, values, attitudes) of our Employees, Patients &
Communities in which we operate so that we can deliver healthcare improve peoples’ lives in a way that is
Predictive, Preventive, Personalized and Participatory
(P4 Medicine).
Social Business
60
Ryan Squire@OSUsquire
Ryan.Squire@osumc.edu614-293-0473
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