Ed Bennett presented on three things he has learned about social media in the past three years. First, patients expect more from healthcare providers on social media than what is currently being delivered. Second, big changes to social media policies and access must start from leadership. At the University of Maryland Medical Center, opening up access campus-wide began with support from the CEO. Third, social media is more than just individual platforms - it allows for viral growth and fundraising success through coordinated efforts across multiple channels, as was seen with the story of Dozer the dog.

1. A Common Sense Approach
to Social Media
Three things I’ve learned in the past
three years
Ed Bennett
University of Maryland Medical System
Connecting Healthcare + Social Media Conference
New York, NY| May, 2012

2. My Background
Pre-1980
Juggler & Street Performer
Core Web Management Skills
Page  2

3. My Background
Pre-1980
Juggler & Street Performer
1980 - 1994
Microfilm Technician, Software
Trainer
Page  3 http://www.flickr.com/photos/zigazou76/6310027720/

4. My Background
Pre-1980
Juggler & Street Performer
1980 - 1994
Microfilm Technician, Software
Trainer
1994 - 1999
Web Entrepreneur
Page  4

5. My Background
1999 - Now
University of Maryland
Medical System
All Things Web
Technical Infrastructure
Content Development
Application Development
Web Marketing Strategy
Analytics / Mobile / SEO / Video
Social Media
Page  5

6. Three Themes
 Our patients are ahead of us.
 Real change starts at the top.
 Social media is more than the sum of
its parts.

7. 1. Patients expect more than we deliver.

8. 1. Patients expect more than we deliver
When it comes to Social Media:
•They trust healthcare providers
•They are influenced by our messages
•They want us to respond
•They want support afterwards

9. Price Waterhouse Coopers
Health Research Institute Report
National Consumer Survey and Industry Review
April, 2012

10. Consumers are more likely to share information
from and with healthcare providers
Doctor Hospital
Health Insurer Drug Company
N = 1,060
Source: PwC HRI Social Media Consumer Survey, 2012

11. 45% of consumers said information found via social media
would affect their decision to seek a second opinion
N = 1,060
Source: PwC HRI Social Media Consumer Survey, 2012

12. Consumers value information and services that make
healthcare easier to manage
Percentage of respondents finding value in services
offered by healthcare providers in social media
N = 1,060
Source: PwC HRI Social Media Consumer Survey, 2012

13. 54% of patients are comfortable with their doctor going to
online physician communities for advice related to their
care
N = 1,060
Source: PwC HRI Social Media Consumer Survey, 2012

14. 2. Big change starts at the top

16. Opening Access at UMMC
Websense in place since 2004
 Blocking Facebook
 Most Blogging platforms
 Social media widgets
 Broke many non-social media sites
 Blocked patient education / professional
resources

17. Opening Access at UMMC
Why Change?
 Patient Satisfaction – #1 Driver
 Respect for Hospital Staff
 Lessons learned from the first Web cycle
 Opportunity to reach & build communities

18. Opening Access at UMMC
The Process – all of 2010
 Driven by our CEO
 Lots of meetings and memos with
 Legal / Compliance / IT / HR
 Clinical Leadership
 Policies and staff guidelines
 Education and training

19. One Year Later…
Opened access on January 1, 2011 !

20. Opening Access at UMMC
Results
 A “No Drama” launch
 Decreased patient complaints
 Increased employee awareness
 Social media = business as usual

21. Opening Access at UMMC
Key factors to our success:
 Decision came from senior Hospital Leadership,
not IT (or HR)
 Did a risk / benefit calculation, but used honest math
 Staff training and accountability put in place
 Involved all parties – HR, Legal, IT, Medical Staff

22. Open Access brought new services

23. Patient Support Groups on Facebook
 Liver Transplant  Hepatitis C
 Digestive Diseases  Trauma Survivors
Launched in March 2011
Between 25 and 50 members each

24. Patient Support Groups on Facebook
 Outgrowth of traditional IRL groups
 Managed by the same group leader
 Mix of Closed & Secret Groups
 Posts are private to the group
Set up & sanctioned by the
UMMC Communications Department

25. Patient Support Groups on Facebook
Results:
 Activity level varies by group
 Support, knowledge exchange
 “Does this happen to anyone else?”
 Mix of health and other topics
 Projects and Events like a group luncheon

26. 3. Social Media is more than
the sum of its parts

27. Fundraising
May 15, 2011
Fundraising Event for our Cancer Center
A major Maryland race
Over 2,000 runners
Plus one unexpected guest…

28. Dozer the Dog

29. The Finish Line Video

30. The Dozer Timeline
Sunday May 15, 2011 - Race day, Dozer joins the fun
Monday:
Dozer’s owners contact UMMC
We contact local / national news
Tuesday:
Video on umm.edu and YouTube
Dozer donation page
Wednesday:
Story picked up on personal blogs
495 YouTube Views
$390 donations from 14 people

31. The Dozer Timeline
Thursday:
 Story gets local and national attention on Fox News, ESPN,
Runners World, etc.
 More blog posts embedding the YouTube Video
 Race officials meet with dozer family, give him a medal
3,517 YouTube Views - $600 in donations from 16 people
Friday:
 Publish Second Video with text narrative
 Web attention from the Today Show, Runners World, and many
personal blogs (Runners and Dog Lovers)
65,815 YouTube Views - $1,338 from 61 people

32. The Second Video

33. Dozer Donation Page

34. Dozer on
Facebook

39. What Viral Looks Like
10,000
Second Dozer Video
First Dozer Video
9,000
All other UMMC Videos (570)
8,000
7,000
6,000
5,000
4,000
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40. What Viral Looks Like
70,000
Second Dozer Video
First Dozer Video
60,000 All other UMMC Videos (570)
50,000
40,000
30,000
20,000
10,000
0
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41. What Viral Looks Like
70,000
Second Dozer Video
First Dozer Video
60,000 All other UMMC Videos (570)
50,000
40,000
30,000
20,000
10,000
0
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42. What Viral Looks Like
70,000
Second Dozer Video
First Dozer Video
60,000 All other UMMC Videos (570)
50,000
40,000
30,000
20,000
10,000
0
5/
5/
5/
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10
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43. The Parts:
 Huge media
relations effort
 New Fundraising
Website
 Video production
 Facebook, Twitter,
YouTube and Blogs
 Monitoring
The Sum:  Hundreds of blog posts, tweets and shares
 Local / national / international media coverage
 Over 500,000 YouTube views
 $30,000 raised from 700 donors

44.  Keep up with your patients’
expectations for Social Media
 Get your leadership to lead
on Social Media
 Social Media can be part of
almost any initiative

45. Thank You
Ed Bennett
Director Web & Communications
Technology
University of Maryland Medical Center
410-328-0771
ebennett@umm.edu / ed@ebennett.org
umm.edu / ebennett.org
Twitter: @edbennett