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Social Media and Hospital Reputation

Slides from a presentation with Greg Matthews at #SHSMD19

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Social Media and Hospital Reputation

  1. 1. Social Media and Physician Reputation Scores in the U.S. News & World Report Hospital Rankings Greg Matthews | Founder & Principal | HealthQuant Lee Aase | Communications Director, Social & Digital Innovation | Mayo Clinic
  2. 2. Agenda  The US News & World Report (USNWR) Hospital Rankings and Hospital Reputation o Physician Reputation Scores: Why They’re Important & How They’ve Changed o Study Methodology  Correlations with Physician Reputation Scores o Size – Clinician Age – Clinician Gender Mix o Online Activity & Behavior  How to Help Clinicians & Staff to Use Social Media Safely, Effectively and Responsibly @chimoose | @leeaase
  3. 3. Learning Objectives 1. Understand the correlation between online clinicians & USNWR Rankings 2. Understand why online clinicians are critical to hospital & health system reputation 3. Understand how to enable clinicians to use social media effectively and responsibly @chimoose | @leeaase
  4. 4. USNWR Rankings - Background @chimoose | @leeaase
  5. 5. Physician Reputation Scores Source:
  6. 6. Physician Reputation Scores “While the U.S. News rankings are imperfect, we know that these influence patients, referring physicians, prospective trainees and donors. As such, optimizing our ranking is essential to grow our reputation both in the Mid-South and across the U.S.” Source:
  7. 7. Physician Reputation Scores “If you are eligible to vote we ask that you take one minute to do so.” Source:
  8. 8. Research Methodology @chimoose | @leeaase
  9. 9. Research Methodology @chimoose | @leeaase Source: W2O Physician Affiliation Mapping Physician Compare • Institution • Gender • Graduation Yr • Physician Count • Specialty Count
  10. 10. Research Methodology @chimoose | @leeaase Source: W2O Physician Affiliation Mapping Physician Compare • Institution • Gender • Graduation Yr • Physician Count • Specialty Count W2O’s Digital Footprint Maps for Hospitals | Doctors • Posts • Mentions • Follower/Following Digital Footprint Mapping
  11. 11. Correlations with Physician Reputation Scores
  12. 12. Correlation to Physician Reputation: Number of Doctors @chimoose | @leeaase 287 3,914Average = 1,500 Source: W2O Taussig Cancer Center
  13. 13. Correlation to Physician Reputation: Number of Doctors @chimoose | @leeaase 287 Correlation = LOW 3,914Average = 1,500 Source: W2O Taussig Cancer Center
  14. 14. Correlation to Physician Reputation: Age of Physicians (by Graduation Year) @chimoose | @leeaase 2001 1995 Source: W2O
  15. 15. Correlation to Physician Reputation: Age of Physicians (by Graduation Year) @chimoose | @leeaase 2001 Correlation = LOW 1995 Source: W2O
  16. 16. (Negative) Correlation to Physician Reputation: Gender Mix @chimoose | @leeaase Source: W2O
  17. 17. Correlation to Physician Reputation: Hospital Engagement with Physicians  82% of physicians will follow their hospital back  55% of physicians followed by their hospital will mention it  89% of physicians mentioned by their institution will follow institution’s twitter handle @chimoose | @leeaase Source: W2O
  18. 18. Correlation to Physician Reputation: % of Physicians on Twitter @chimoose | @leeaase  High correlation & statistical significance (p=.059)  Lower time-on-twitter per physician produced higher reputation scores  If this were directly causal, every 20 doctors added to a typical institution could reasonably be expected to pick up a point in reputation score Source: W2O
  19. 19. Conclusions “Our data clearly show that the percentage of a cancer hospital’s affiliated doctors who are active on twitter has a positive, statistically significant correlation with that hospital facility’s physician reputation score from the U.S. News & World Report ‘Best Hospitals’ ranking for 2017-2018.” - Yash Gad, Ph.D. @chimoose | @leeaase Source: W2O
  20. 20. A Deeper Dive @chimoose | @leeaase
  21. 21. A Deeper Dive – Mayo Clinic Percentage of Oncologists on Twitter Mayo Clinic Rochester – 43% (Rank: 1) Mayo Clinic Phoenix – 43% (Rank: 2) Mayo Clinic Jacksonville – 35% (Rank: 4)
  22. 22. Helping Clinicians & Staff to Use Social Media Safely, Effectively and Responsibly
  23. 23. Mayo Clinic’s Approach to Social Media  Emphasize continuity with previous communication forms  Understand the true nature of our public affairs work  Find ways to do that work more effectively using social platforms and tools  Extend application throughout the organization – in clinical practice, education and research  Be true to our organizational DNA @chimoose | @leeaase
  24. 24. Our First Social Networkers
  25. 25. The Surgeons Club
  26. 26. Info Sources Supporting Mayo Clinic Preference (circa 2000)
  27. 27. Media Relations Strategy  Increased news release production and outreach to journalists  Syndicated News Production
  28. 28. Supporting Media Relations via Social  News blog with password-protected posts  Unlisted YouTube videos for pitching  Tweetcamp for World News Tonight, Star Tribune  USA Today case study shows synergy
  29. 29. #Wristpain Case Study
  30. 30. Engaging Staff in Twitter  Topical Twitter chats with media partners (ABC News, USA Today) – helping experts create own handles, and participating with @MayoClinic account as well  Brown bags/Tweetcamps with divisions/departments in advance of specialty scientific sessions (e.g. ASCO, ACC)  Training/Encouraging all Public Affairs staff to use Twitter, especially Media Relations
  31. 31. Investing in Social Media: 8 FTEs to  Maintain excellent Mayo Clinic presence on major networks including Facebook, Twitter, YouTube, LinkedIn, Instagram.  Help practice/education/research staff harness social o Training to help staff understand platforms o Consultation/Advice – Helping stakeholders think strategically about applications o Create “owned social” platform to apply with various audiences ➤ Patients ➤ Journalists ➤ Staff and global health care peers  Encourage physician and allied health staff social media participation for professional reputation and brand health
  32. 32. Engagement, Curation, Advocacy
  33. 33. The Surgeons Club for Social Media  Mayo Clinic Social Media Network (#MCSMN) is our online hub for Mayo Clinic staff who want to apply social media tools. o Social media basic training modules (CME eligible) reduce our in-person consultation demand o We learn from external advisors, editorial contributors, discussants  Free membership for non-Mayo users provides access to o Discussions o Mayo Clinic Resources including Guidelines, Social Media Policy, Sample Forms, Strategic Plan Templates o Editorial content o Curated News You Can Use
  34. 34. Tweetable Takeaways  Online engagement with its physicians and employees strongly contributes to your hospital’s reputation. Effective training enables them to participate safely and with confidence.  Eliminate barriers to staff engagement with your hospital’s social accounts, and consider a curated news feed to promote advocacy.
  35. 35. Three Key Take-Aways Please include three take-aways (should relate to your learning objectives) that attendees should have gained from your presentation. If possible, translate into action steps. I.e.) How can they implement some of these take-aways upon their return to their organization? 1. Provide resources to help clinical staff understand why to use social media, and how to do so safely, effectively & responsibly 2. Use the power of your brand to reinforce and grow the visibility of your clinicians and staff – they’re likely to return the favor 3. There are resources available to you that will make this a much less daunting task than it would appear
  36. 36. Questions? Please be sure to complete the session evaluation on the mobile app!
  37. 37. Greg Matthews | Founder, HealthQuant Health innovation executive specializing in data & analytics, product development, digital marketing and communications. Multiple innovation award winner including 2018 innovation awards from Medical Marketing & Media magazine and PM360 magazine; featured in numerous publications such as Forbes & Health Affairs. Expert in commercialization of data assets, market-making for new products & services, and in leading digital transformation across the healthcare industry. Host of the DataPoint healthcare innovation podcast. Advisor to the Mayo Clinic Social Media Network & the South by Southwest (SxSW) Interactive conference & contributing author to a best-selling business book (Storytizing). @chimoose |
  38. 38. Lee Aase (@LeeAase) | Mayo Clinic Lee Aase is a Communications Director at Mayo Clinic, leading its Social & Digital Innovation Team, and is director of the Mayo Clinic Social Media Network, which provides training resources, educational and networking events and a collaboration platform for health care professionals who want to safely and effectively apply social and digital strategies to fight disease, promote health and improve health care. Prior to joining Mayo Clinic in 2000, Lee spent more than a decade in political and government communications at the local, state and federal level. He was elected to Mayo Clinic’s Voting Staff in 2016.
  39. 39. Bibliography/References  Mayo Clinic’s Double Helix: How Revolutionary Organization and Networked Communication Built America’s #1 Hospital  W2O’s 2018 Social Oncology Report  Mayo Clinic Social Media Network