Podcast

“Don’t be an Egg-Head” & other social media lessons

December 9, 2014 Janet Kennedy 00:28:51 2 Comments

When faced with the challenge of encouraging more members of the Australian Private Hospitals Association to utilize social media, Marketing Director Lisa Ramshaw went right to the top – to the CEOs. She faced many questions and concerns from the CEOs about hospitals participating in social media. Her response was to team up with some fellow marketers to get CEOs to try social media with a Twitter profile. To educate them, these social media evangelists went “old school” and wrote a book! A really little book titled “Don’t Be an Egg-Head” which explained the basics of having and using a Twitter account.

Our discussion also included Lisa’s recent recognition as a Mayo Clinic Silver Social Media Fellow status and the project that led to it. We also discussed healthcare marketing for the Australian Private Hospitals Association and some very effective marketing campaigns including; “The Elephant if the Room,” a mental health initiative.

Twitter basics for hospitals and healthcare organisations

Follow our conversation below:
00:00 Introduction
00:28 Meet Lisa Ramshaw, Director of Marketing & Communications for the Australian Private Hospitals Association
01:35 Meeting at Mayo Social Media Week
02:27 Welcoming Healthcare community
03:02 Australian Healthcare
04:08 How many private hospitals are there?
04:52 Does Australia have something like HIPAA
05:25 Can’t use a patient testimonial
06:45 Does the APHA have an opinion on social media?
08:29 “Don’t be an Egg-head”
11:15 400 copies of “Bringing a Social Media Revolution to Healthcare”
12:25 Training at a 101 lv
24:00 from Michigan to Australia to Mayo and back again
24:30 Silver Fellow Award
25:00 Mayo Social Media Network heads to OZ
26:20 Advice to enter social media

27:45 Social Media Tip: Katrina Doell – “Maximize your sports or sponsor partnerships”

Visit our resources page for more valuable (and free!) resources on social media and digital health.

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Building a Brand Journalism Team: Michael Yoder

December 2, 2014 Janet Kennedy 00:35:26 0 Comments

It started with a desire to connect with people via social media and platforms like LinkedIn. As a result of his early adopter experience, Michael Yoder ended up at Spectrum Health guiding the digital communications efforts. One of his major projects involves working with communications, marketing and social media ambassadors to develop and execute a detailed content plan. He has helped Spectrum Health transition from a traditional communications department to a Brand Journalism team.

Follow our conversation below:

00:00 Introduction
01:18 Michael Yoder – Spectrum Health
01:43 Michael’s background
04:00 Brand Journalism
05:11 Traditional news coverage
05:44 Intense competition to be “first”
07:10 How will the transition impact the team
08:20 “News jacking”
09:06 Creating a digital newsroom
13:25 Technology tools – Kapost
14:40 Sign-off process
16:00 How did the digital transition come about?
18:19 How does the team manage content assignments?
30:50 LinkedIn strategy
32:50 Hospitals lagging behind in Showcase Pages
25:10 LinkedIn thought leadership
26:10 LinkedIn analytics
27:00 Publishing daily
27:30 LinkedIn publishing platform
30:09 Getting physicians involved
30:40 Using analytics to create content – Brandwatch
33:30 Elevating communication
34:20 Social Media Tip: Ahava Leibtag of Aha Media. Use 4 pillar topics for content development
35:12 Closing remarks

Visit our resources page for more valuable (and free!) resources on social media and digital health.

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#HCSM Tweet Chat Founder Dana Lewis

November 25, 2014 Janet Kennedy 00:43:21 0 Comments

Meet Dana Lewis, the founder of one of the most popular healthcare tweet chats, #HCSM. The Healthcare Communications Social Media Tweet-chat or “Hicksum” to those in the know (which I wasn’t). Dana, who has recently started a new job at Providence Health & Services, founded the first healthcare tweet-chat which often has over 1,800 tweets generated during the hour-long chat on Sunday nights ar 8:00pm Central time.

Our conversation covers a wide range of twitter topics from moderation to content development to how the tweet chat was founded.

Links:

Dana Lewis on LinkedIn

Dana Lewis on Twitter

#HCSM on Symplur

Twitter base: @HealthSocMed

Website archive

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Mayo Clinic Center for Social Media – Lee Aase

November 18, 2014 Janet Kennedy 00:37:36 2 Comments

It is universally held that social media is inherently “social” but it does not always follow that social media is friendly too. In the case of Lee Aase, Director of the Mayo Clinic Center for Social Media, he defines the friendly part of social media. Lee is knowledgeable about communications, public relations and healthcare social media. He takes pleasure in sharing his experiences from his own team members at the Mayo Clinic to the global stage as a member of the World Economic Forum Global Agenda on Social Media.

To catch the segments of our conversation, check the time stamp content below.

00:00 Introduction to Lee Aase of the Center for Social Media at Get Social Health
01:25 Lee in Dubai at the Global Agenda Council on Social Media
02:00 World Economic Forum
03:29 Discussion of #Ebola
04:18 What came out of the meeting
04:44 Developing “Social Media Primers” to share knowledge
05:28 Call to action to Mayo Clinic’s Social Media Health Network?
06:30 The first volunteer!
06:45 “Lee Aase; The Early Years”
07:25 Sharing stories for the Mayo Clinic
07:50 “Be the Media”
08:09 Journalism to Social Media journey
09:00 Bringing on Chris Gotti
09:30 A license to dream from Mayo Clinic’s new CEO Dr. John Noseworthy
10:15 Service others by creating the Center for Social Media and the Social Media Health Network
10:50 Difference between Center for Social Media and the Social Media Health Network
11:55 What’s the internal relationship between social media, marketing, PR & Communications at Mayo Clinic
13:12 Does the social media group have give “push back” to other departments?
14:52 When was the Social Media Health Network founded?
16:29 Is the Mayo Clinic SMHN growing organically or does it need promotion?
17:28 An opportunity to grow MC SMHN
17:55 Events in 2015: Conference in Australia and in Rochester. Social Media Residency evolving to accomodate experience levels.
19:40 Using the Social Media Residency to reach out globally
20:35 Analytics for Mayo Clinic’s social media tracking
23:05 Annecdotal creedence
23:50 Which social media platform is driving business for Mayo Clinic?
25:20 Lee offers Joel Steed and Tony Hart for a future interview
26:19 How do you present social media to other C-Suite decision makers?
28:58 Investment is in people and skills
30:13 No “one voice” in social media
30:40 Lee’s personal blog: “Lines from Lee”
31:15 SMUG – Social Media University Global
33:15 “Have a little fun with it”
33:49 Social let’s you show a little personality
34:25 Social Media mistakes – “Raises the price of bad behavior”
35:15 “Don’t be afraid to jump in.” “We’re here to help”
36:00 Join at a free “guest” of the Social Media Health Network.
36:46 Social Media Tip: Tiffany Smith of Regional Health in Rapid City, SD “Keep it transparent
37:18 Janet’s Close

Create the free guest account on the Social Media Health Network

Information on the Mayo Clinic Social Media Residency

Blog post on Mayo Clinic’s Social Media History:

Lee Aase’s personal blog, Social Media University Global (SMUG)

The World Economic Forum Global Agenda Council on Social Media

Lee’s Excellent Adventure in Dubai

Visit our resources page for more valuable (and free!) resources on social media and digital health:

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Patient Community Building in Hospitals

November 11, 2014 Janet Kennedy 00:40:48 1 Comment

In the “olden days” – like 10 years ago, patients had to have their own support community when dealing with illness or injury. Families and friends, if available, were their only resource for support. As a healthy person, these caregivers couldn’t truly understand many of the issues, concerns or fears that a patient was feeling. With the advent of easily accessible digital technology and online access, resources are now available to create and support a patient community. Dan Hinmon, President of Hive Strategies specializes in helping hospitals and healthcare organizations set up their own patient communities. Dan works with CareHubs and Dan Dunlop of Jennings Health to aid hospitals discover their patient supports needs, set up, install and launch a private, HIPAA compliant healthcare community.

To catch the segments of our conversation, check the time stamp content below.

00:00 Introduction
01:00 Meet Dan Hinmon
01:30 HIPAA compliant healthcare community
02:00 What does a healthcare community mean?
02:42 Does “HIPAA compliance” mean the community is closed?
04:10 Always a risk in sharing
05:00 Why hospitals set up patient communities
06:10 Different kinds of patient community organizations
06:44 How are you invited into patient communities?
07:30 How is a community set up?
08:45 How to you gauge “success”?
10:15 ROI – ROE – Who funds these communities?
10:44 “Return on Community”
13:07 How does the community work once you’re a member?
14:40 Who manages the community?
17:00 Does marketing moderate the conversations?
17:50 The need for a skilled community manager
20:27 How do you manage a community that can be 24/7/365?
22:40 What are the most “engaged” health communities?
24:30 It’s a passion for Dan
25:00 The four steps to a successful online community
29:28 Time commitment needed for “Return on Community”
31:40 ePatients having a place to go.
32:20 Patient engagement is strongest in a patient community
33:10 What is the biggest misconception of Hospitals? Of patients?
34:30 What about “trolls” or difficult community members
36:40 How big does a hospital need to be to be able to support a patient community?
39:06 Social Media Tip: Susana Shephard of Mayo Clinic’s Arizona campus – How to get a video subject to relax

Visit our resources page for more valuable (and free!) resources on social media and digital health:

Dan Hinmon

Hive Strategies

CareHubs

Free webinar, Nov 12, 2014: Look Before You Leap: 5 Things You Must Know Before Launching an Online Patient Community. Register Now. If you don’t have time to listen tomorrow, sign up anyway and they’ll send you a link to watch later.

Patients Like Me

WebMd

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Content Strategy for Healthcare

November 4, 2014 Janet Kennedy 00:30:20 1 Comment

Meet Ahava Leibtag – Content strategist, writer, website consultant. Ahava is President of Aha Media Group. She has worked in healthcare digital consulting with clients such as Johns Hopkins Medicine, Wake Forest Baptist Health and Georgetown University Hospital. She also has an uncanny ability to make sense of complex topics like healthcare and government. We discussed content strategy, getting the C -Suite on board and healthcare marketing. To catch the segments of our conversation, check the time stamp content below.

00:00 Introduction
00:50 Meet Ahava Leibtag
01:35 Mayo Clinic Social Media Residency
02:12 “Content is King”
02:46 Confusing Content and Delivery
03:00 Three parts of content development
04:19 Strategy meeting
04:40 Profit is not a dirty word
05:34 Karl Marx on “value”
06:40 Three Types of content
07:25 Health libraries
08:05 Market differentiation
11:02 Don’t tell the lawyers
12:15 What are you trying to accomplish?
14:35 C-Suite involvement
16:49 Social media metrics
20:35 New media is not different
20:35 Dandelion websites
22:40 Content audit
23:10 Physicians online: Dr. Kevin Pho, @Doctor_V, Dr. Anonymous
24:10 Mama Doc Blog: Dr. Wendy Sue Swanson
29:29 Social Media Tip: Theresa Meyers, St. Criox Hospice