social media at fred hutchinson cancer research center - the impossible can become possible

Employing Social Media to Build Customer Satisfaction and

Community Outreach

Washington State Healthcare Executives ForumApril 6, 2010

The impossible CAN become possible

Social media at

Your community

175 million people log into Facebook each day.

Our communities are online.

"Consumers are well ahead of other health stakeholders in adopting social media in health,"

-Jane Sarasohn-Kahn

Your community

Our communitieshave expectations.

They want to hear from us.

New way to communicate health information

Centers for Disease Control

Mayo Clinic Seattle Children’s Swedish Hospital St. Jude’s

Who are we?

Established in 1975, pioneered bone marrow transplantation

Scientific research

External Affairs and Communications

Why is the Hutch doing social media?

Supporters are already involved in the communication stream.

And we know that they are interested inhearing about us from us and talking with us.

How did we get started? Event participant

blog… er, “journal,” 2007

What was the initial reaction?

What are we doing?

February 2008 Employees

actively involved

What are we doing?

October 2008 Video contest Consultant

What are we doing?

October 2008 Six+

What are we doing?

November 2009 January 2010

What ELSE are we doing?

Commenting on articles

RSS feeds of articles, news releases

Latest Dr. Thomas

birthday book Website, enews,

Twitter, Facebook 330+ heartfelt

stories, photos

What are the benefits?

Job, research study and volunteer recruitment

Education about public health, science

Brand-building

Still more benefits… Scarce resources – easy

to get started and implement internally… not free, but not hard

New avenues for storytelling and news distribution

Puts a ‘face’ on a ‘faceless’ institution

Final Thoughts Reaction at the Hutch now? …Seeing possibilities

and less trepidation. “We are advertis’d by our loving friends.” -William

Shakespeare You will encounter setbacks, problems… Don’t worry about it too much – social media is simply

a channel for communication

Questions?

Suna GurolWeb ProducerFred Hutchinson Cancer Research CenterGrad Student Master in Communication in Digital Media University of Washingtonsgurol@fhcrc.orgsgurol@uw.edu206/667-1112Twitter - @SunaG

Resources Hutchinson Center social media toolkit & resource list

http://www.fhcrc.org/socialmedia A Few Twitter Tips from the Hutchinson Center

http://fhcrc.org/about/social_media/hutchinsonctr-twittertips.pdf Social Media resources for health care professionals from Ed Bennett

http://ebennett.org/ Beth Kantor blog

http://beth.typepad.com/http://www.slideshare.net/kanter/nonprofits-healthcare-and-social-media

Hospitals must embrace social media and let ROI take care of itself http://www.ragan.com/ME2/Sites/dirmod.asp?sid=&nm=&type=MultiPublishing&mod=PublishingTitles&mid=5AA50C55146B4C8C98F903986BC02C56&tier=4&id=FDD5F81B7C5947F5B810D9B03BC943A9&SiteID=200A048A0048468280B5F02A21F36800

7 ways hospitals can address criticism voiced on Facebookhttp://www.ragan.com/ME2/Sites/dirmod.asp?sid=&nm=&type=MultiPublishing&mod=PublishingTitles&mid=5AA50C55146B4C8C98F903986BC02C56&tier=4&id=13ABCC68773745B6B83AFC43C4EE821C&SiteID=200A048A0048468280B5F02A21F36800

Hospital employees create lively and compelling bloghttp://www.ragan.com/ME2/Audiences/dirmod.asp?sid=&nm=&type=MultiPublishing&mod=PublishingTitles&mid=5AA50C55146B4C8C98F903986BC02C56&tier=4&id=F99589F5DAEA41A0AD81673EF7971196&AudID=3FF14703FD8C4AE98B9B4365B978201A

Credits “Vessel,” Fred Hutchinson Cancer Research Center campus. Photograph by Margaret

and Bjorn, Flickr.com; “Vessel” sculpture by Ed Carpenter. “Social Media”

http://s88493.gridserver.com/2009/08/26/what-27-simple-quotes-can-teach-you-about-social-media/

Quote on social media and health by Jane Sarasohn-Kahn, M.A., M.H.S.A., health economist, management consultant, and health blogger, California Health Foundation, 2008

“Guess how many people log into Facebook each day?” http://www.businessinsider.com/its-facebooks-scale-stupid-2010-2

“Changing expectations,” Bava Tuesday, 5/2008 “Trepidation”, Wall Street Greek, 10/2008.

http://1.bp.blogspot.com/_T9Nh65MTx9o/SOoelRXLeeI/AAAAAAAABJ0/C7DWL6YI1g8/s320/trepidation.bmp