social media at fred hutchinson cancer research center - the impossible can become possible
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Social Media at Fred Hutchinson Cancer Research Center, presented to the Washington Health Executive Forum, 4/6/2010TRANSCRIPT
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 [email protected]@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