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Columbia University Department of Surgery www.columbiasurgery.org
@columbiasurgery
04/12/2023 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.”
Health Care Social Communications Leadeship Forum
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From the Bottom of My LVAD
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The Liver Spot
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Heart-Valve-Surgery.com
Columbia Surgery Facebook Pages
Pages Likes (Mar/11) Followers (Mar/11)
Aortic Surgery 42 65
Atrial Fibrillation 29 58
Center for Hyperhidrosis 38 34
Center for Metabolic and Weight Loss Surgery
40 72
Clinical Breast Cancer Program 10 207
Columbia Surgery 1,444 3,205
Living Liver Donor Transplant Program
356 492
Minimally Invasive Hybrid Cardiac Care
27 51
Pancreas Center 372 362
Second Opinion 25 7
Thoracic Surgery 37 26
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www.columbiasurgery.net
04/12/2023 10
Does social media work for NYPH/Columbia?
Health Care Social Communications Leadership Forum
04/12/2023 11
Social Media Strategy
Health Care Social Communications Leadership Forum
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1. Determine First Program
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2. Listen
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3. Prepare
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4. Engage(Blog as a Power Station)
Health Care Social Communications Leadeship Forum
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5. Measure Successes
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Success Dashboard• Content Produced By Area
• Social Media Activity Scores• Facebook Insights• Twitter Klout
• Traffic to Web Site
• Informational Requests
• Referrals
• Article Syndication & Links
Posts & Articles Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 TotalGoal 6 6 6 6 6 6 6 6 6 54
Clinical Trial ArticlesJournal ReviewsMeeting SummariesOther
Difference
Questions & Answers Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 TotalGoal 20 20 20 20 20 20 20 20 20 180
Ask an Expert Q&AOther
Difference
Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 TotalPost Syndication
Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 TotalFacebookTwitterBlogShareCareOther (NYP.org, columbia.edu, …)Search
Total Visits
Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 AvgLikes Monthly Active UsersPost ViewsPost Feedback
Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 AvgFollowersKlout Score
Content Goals - (# of posts and q&a items written per month)
Web Site Referrals - (traffic coming to your web site from other Internet sites)
Facebook Page Activity - (http://www.facebook.com/help/?search=insights)
Twitter Activity - (http://klout.com/kscore)
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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
Health Care Social Communications Leadership Forum
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New Initiatives• Ask An Expert
• ShareCare• Patient• Clinician
• Online Support Communities• Pancreatic Cancer• Liver
• Online Chats
• Content Management & Workflow
• Content Syndication
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www.columbiasurgery.org @columbiasurgery
Bradley W. Jobling
@bradjobling
www.linkedin.com/in/bradleyjobling