Connecting the People of the World with the People of Johns Hopkins Medicine
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I presented along with Lee Aase from The MayoClinic for the BullDog Reporter PR University's "What’s New & What’s Working in Hospital PR & Marketing: Advanced Best Practices for Integrating Traditional, Social and Mobile" https://bulldogreporter.com/hospital-pr-marketing This is my portion of the 90-minute presentation and subsequent panel discussion. I wanted to share a very high level snapshot of our efforts as internal strategists, educators and implementers leading the first centralized web strategy ever for Johns Hopkins Medicine.
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Connecting the People of the World with the People of Johns Hopkins Medicine
- 1. Connecting the People of the World with the People of Johns Hopkins Medicine Presented by: Aaron Watkins, Director of Internet Strategy 1
- 2. The Internet Strategy Team’s Mission Hopkinsmedicine.org “…to connect the people of the world with the people of Johns Hopkins Medicine” Research Teaching Patient Care Create opportunities for meaningful interactions and access to a complex organization – – providing the right information at the right time. – connecting the right people at the right time.
- 3. Johns Hopkins Medicine Who We Are • 6 academic & community hospitals • 40 suburban health care & surgery centers • Regional primary/specialty care network Hopkinsmedicine.org • Home care service • Managed care plans for military & employers • Johns Hopkins Medicine International • School of Medicine
- 4. COHESIVE STRATEGY Digital, Web, Content, Social Media Strategy Hopkinsmedicine.org
- 5. COHESIVE STRATEGY Digital, Web, Content, Social Media Strategy Hopkinsmedicine.org
- 6. Connecting People to People Hopkinsmedicine.org
- 7. Connecting People to People Hopkinsmedicine.org • Overview of JHM • Hospitals & Social Media • JHM Social Media Strategy Build community. Engage community. Beyond our walls, web site, and channels.
- 8. Let’s Talk Social! Hopkinsmedicine.org • Establish realistic, achievable goals • Integrate Content and Social strategies • Seek out audiences and conversations beyond branded channels (Listen!) • Measure and report
- 9. Establish Realistic Goals Educate your C-Suite, Stakeholders & Contributors • Why is your organization on social media? • How does social engagement fit within your larger Internet strategy? Hopkinsmedicine.org
- 10. Establish Realistic Goals Educate your C-Suite, Stakeholders & Contributors Hopkinsmedicine.org Where We Began • Connecting people – Listening, Responding • Humanizing our people and institution through storytelling and interactions • Customer Service & Service Recovery Where We’ve Grown • Crisis Monitoring & Communications • Employee Recruitment • Health Information & Patient Education • Traffic Driving
- 11. Establish Realistic Goals Support what you launch • • • • • • • Facebook Twitter Sharecare YouTube LinkedIn Google Plus Instagram Hopkinsmedicine.org
- 12. Integrate Content & Social Strategies Hopkinsmedicine.org 1. Teach & support content creators 2. Provide a toolbox - Structure content. - Document templates with word counts, image sizes, etc. - Structured Content Applications
- 13. Integrate Content & Social Strategies Hopkinsmedicine.org 3. Package & Plan What is in the works? What already exists? When is it most relevant? When to post? Why? 4. Analyze to Report & Adapt
- 14. Integrate Content & Social Strategies Hopkinsmedicine.org http://tinyurl.com/lwoqrg2 Goals – Provide basic information and scientific perspective – Increase visitation to key pages – Promote online chat – Call to action: request appointment
- 15. Integrate Content & Social Strategies Hopkinsmedicine.org Home Page Twitter Facebook
- 16. Integrate Content & Social Strategies Join in Social and Media Trends Hopkinsmedicine.org How can JHM contribute to what’s happening today? • Faculty’s POV • Packaging preexisting content
- 17. Seek out audiences & conversations Listening is the most important part of communication. Hopkinsmedicine.org “Could somebody explain how this happened?” “I thank everyone who acted on our concerns. My sister’s surgery date is now set…Thank you!”
- 18. Seek out audiences & conversations Hopkinsmedicine.org
- 19. Seek out audiences & conversations The whole web is social now. Hopkinsmedicine.org
- 20. Measure & Report Know Your Channels & Audiences Hopkinsmedicine.org
- 21. Measure & Report Know Your Channels & Audiences Hopkinsmedicine.org Facebook: Major Characteristics • East Coast • Female • 18-44 years of age • Patient Stories, Well-Packaged Research Content World-wide Audience • Strong East Coast • Major cities across the country
- 22. Measure & Report Know Your Channels & Audiences Hopkinsmedicine.org Twitter: Major Characteristics • East Coast • Slightly male dominated • Heavy 35-44 demographic • Research Content & Institutional Content World-wide Audience • Strong East Coast • Major cities across the country
- 23. Measure & Report Demonstrate Good Decision-making Equip Good Decision-making Hopkinsmedicine.org Standard Reports • Dashboards: Monthly • Data • Most shared, least shared • Context • Mission & Business relationships • Highlighted Screenshots Crisis Reports • Data • Comprehensive Screenshots • Real-time Insight and Response!
- 24. Thank you! Hopkinsmedicine.org Aaron Watkins Director of Internet Strategy aaron.watkins@jhmi.edu @aaronwatkins