Amanda Changuris

Chief Digital Officer for Healthcare

Transitioning into the realm of digital marketing and new media has been a challenge for many healthcare institutions. Often senior leadership has little experience utilizing social media channels and is managing a number of different marketing agencies. Keith Boswell BooksEnter Keith Boswell, Chief Digital Officer for hire. Keith Boswell is the President of Perceptint, a consulting firm that specializes in helping health systems and other companies bridge the gap when creating or managing a digital marketing strategy. Keith is also an author of two e-Books, “Digital Marketing for Healthcare” and “Creating a Digital Marketing Strategy.” If that’s not enough, he is a fellow podcaster, host of the “CDO -Chief Digital Officer Podcast.” Listen in to our conversation about digital strategies and healthcare or drop in at the time stamps below.

00:00 Introduction
00:45 So may ways to connect
01:37 Patients are not patient
02:52 Social Listening
03:35 Who is Keith Boswell – Chief Digital Officer?
04:35 Kaiser-Permanente Digital Strategy
06:10 Agency models don’t always translate to healthcare
09:37 Digital decisions by people who don’t use digital
11:23 Educating the C-Suite – Where are the conversations taking place?
12:40 Dialiang for your lawyer reputation management
13:39 The reputation stages of grief
16:38 A Rose (or Review) by any other name
18:46 A hospital is not a restaurant
19:21 Trusting the agency to lead digital
22:38 Does digital carry a higher expectation for ROI than traditional media?
25:05 Risk adverse to digital
25:49 Author of an eBook “Digital Marketing for Healthcare”
27:43 Yelp! Pilot
30:02 Claim your local space – Weighted toward places with more reviews
33:15 He’s a podcaster too! “CDO-Cheif Digital Officer Podcast”
36:04 Social Media Tip: Amanda Changuris, “Making it right”

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

Managing Social Media Complaints

Managing social media complaints for a health system can be terrible and no fun. Unless you’re Amanda Changuris who thrives on the personal contact and knowing she is helping people. In our conversation Amanda relates her process for being engaged with patients and her community via Twitter. She also shares a few stories of patients (or their friends and families) who were very unhappy and how she and the social media team at Highmark Health resolved those concerns. Listen to our conversation or drop in at the time stamps below.

00:00 Introduction to Amanda Changuris
00:43 Amanda’s background in TV news
03:21 Social Media at Highmark
04:37 Who does the writing?
05:13 Highmark’s social media presence & team
06:20 What’s the procedure for managing social media¬†complaints?
08:05 Your response time is WHAT? Are you married to social media?
10:28 What should normal people expect for response time?
Speaking at the Mayo Clinic Social Media Summit11:48 Does speed of response impact others?
13:20 No Scripts! Honor their time
13:38 The ChaCha Response
16:20 Schedule Content timing to maximize engagement time
17:43 Personal vs. Personal
19:05 When is the handoff from social?
21:30 What if a family member releases HIPAA info?
24:31 Coordinated complaints: #DontDenyKevin
30:01 Who are you reaching?
31:00 Flies – Vinegar – Honey
31:45 Twitter and 10,000 words
34:00 140 characters and balancing the length of response
35:21 “Won over with Fancy Cupcakes”
39:35 Takeaways: Suggested responses
42:20 Sneak Peek: Flying Solo
43:15 Social Media Tip: Dr. Elizabeth Murray

Highmark Social Media Properties:
Highmark Health LinkedIn company page
Highmark Health Social Media Team
Visit our resources page for more valuable (and free!) resources on social media and digital health.