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Krankenhäuser und Social Media – 3 Dimensionen, 1 Strategie

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Krankenhäuser und Social Media – 3 Dimensionen, 1 Strategie

  1. 1. Krankenhäuser und Social Media – 3 Dimensionen, 1 Strategie Martin Schleicher | Care Camp Köln | 30.-31. Mai 2015 | Köln
  2. 2. Dipl.-Betriebswirt (FH) im Gesundheits- und Sozialwesen, Online- und Social-Media-Marketing für Kliniken, Internetmedizin, Digital Health in Deutschland www.der-gesundheitswirt.de MARTIN SCHLEICHER © 2015 der gesundheitswirt | www.der-gesundheitswirt.de
  3. 3. GRUNDSÄTZE © 2015 der gesundheitswirt | www.der-gesundheitswirt.de SOCIAL MEDIA verändert Kommunikation! Gestern Heute Massenmedien Medienmassen Information Kommunikation Einweg- Dialog/ Zweiweg- kommunikation kommunikation One-to-many Many-to-many Stationär Mobil Zeitverzögerung Echtzeit Distanz Nähe/ Vernetzung Kontrolle Freiheit Geschäftsführer/ Mitarbeiter/ Pressesprecher Markenbotschafter
  4. 4. 1. VERNETZUNG
  5. 5. 403 Facebook-Seiten
  6. 6. 235 YouTube-Kanäle
  7. 7. 179 Twitter- Accounts 68 aktive Accounts
  8. 8. VERNETZUNG © 2015 der gesundheitswirt | www.der-gesundheitswirt.de FACEBOOK 1. PGD International (32.262 Fans) 2. Schön Klinik (18.540) 3. Schön Klinik - Germany’s Specialist Hospitals (15.310) YOUTUBE 1. Asklepios Kliniken (2.217 Abonnenten) 2. Universitätsmedizin der Johannes Gutenberg-Universität Mainz (870) 3. Herz- und Diabeteszentrum NRW (785) TWITTER 1. Klinikum der LMU (1.996 Follower) 2. Klinikum Nürnberg (1.872) 3. Schön Klinik (1.696)
  9. 9. Hashtags: #dedoc, #fuckcancer oder #notjustsad
  10. 10. VERNETZUNG © 2015 der gesundheitswirt | www.der-gesundheitswirt.de  Schön Klinik Community: Info- Foren für Betroffene & Patienten  Themen: Psyche- & Seele, Rücken, Körper & Gelenke und Nerven & Gehirn  16 Unterforen, 1.048 Themen und 2.638 Beiträge  Community Moderator und (Chef)Ärzte aus ihren Bereichen
  11. 11. 2. DIALOG
  12. 12. ERGEBNISSE DER IAT-STUDIE „Krankenhäuser bei Facebook“  Von 2.045 Krankenhäusern in Deutschland 15,7 % mit einer eigenen Facebook-Seite  125 (6,4 %) Häuser nutzen das soziale Netzwerk aktiv.  Die 20 aktivsten Häuser sind für 50 % der Posts verantwortlich.  Private Krankenhäuser veröffentlichen mehr Posts und Kommentare als freigemeinnützige oder öffentliche Häuser.  Kliniken in privater Trägerschaft sind auch länger aktiv und posten häufiger neue Inhalte. Quelle: Institut Arbeit und Technik DIALOG © 2015 der gesundheitswirt | www.der-gesundheitswirt.de
  13. 13. ERGEBNISSE DER IAT-STUDIE „Krankenhäuser bei Facebook“  Nur wenige Krankenhäuser in Deutschland nutzen Facebook.  Die Größe des Krankenhauses scheint nur eine untergeordnete Rolle zu spielen.  Es bestehen Unterschiede im Hinblick auf die Trägerschaft. „Die Zahlen lassen bislang vermuten, dass die Profile weniger für einen Dialog genutzt werden als für eine monodirektionale Darstellung.“ Quelle: Institut Arbeit und Technik DIALOG © 2015 der gesundheitswirt | www.der-gesundheitswirt.de
  14. 14. DIALOG © 2015 der gesundheitswirt | www.der-gesundheitswirt.de  Blog und Facebook-Seite: Heiligenfeld Kliniken  Blog mit 16 Autoren  Themen: psychische und psychosomatische Erkrankungen, Indikationen und Therapien, Erfahrungsberichte, Übungen  Persönliche Note, schnelle Reaktion und Dialogorientierung
  15. 15. DIALOG © 2015 der gesundheitswirt | www.der-gesundheitswirt.de  headbook – Migräne und Kopfschmerz-Community: Schmerzklinik Kiel  über 2.000 Mitglieder, 50 Gruppen und 2.400 Themen  1 Moderatorin  Persönliche Note, schnelle Reaktion und Community Managerin (Healthcare)  Live-Chat: einmal pro Monat
  16. 16. 3. INHALTE
  17. 17. INHALTE © 2015 der gesundheitswirt | www.der-gesundheitswirt.de Content Marketing:  Immanuel Diakonie: „Schöneberger Leben“
  18. 18. INHALTE © 2015 der gesundheitswirt | www.der-gesundheitswirt.de Content Marketing:  Immanuel Diakonie: „Schöneberger Leben“  Crossmediale Verbreitung: Webseite, Blog, Social Media, Radio, Newsletter, Print etc.
  19. 19. INHALTE © 2015 der gesundheitswirt | www.der-gesundheitswirt.de Content Marketing:  Immanuel Diakonie: „Schöneberger Leben“  Crossmediale Verbreitung: Webseite, Blog, Social Media, Radio, Newsletter, Print etc.  Ergebnis: 22 % aller Besucher der Webseite kommen über die Lebensgeschichten
  20. 20. INHALTE © 2015 der gesundheitswirt | www.der-gesundheitswirt.de Storytelling:  Klinikum Dortmund: spontane Guerilla-Mal-Aktion junger Friedensaktivisten
  21. 21. INHALTE © 2015 der gesundheitswirt | www.der-gesundheitswirt.de Storytelling:  Klinikum Dortmund: spontane Guerilla-Mal-Aktion junger Friedensaktivisten  Binnen 24 Stunden: über 2,2 Millionen Menschen erreicht, über 5.900 Mal geteilt und über 62.000 Gefällt-Mir
  22. 22. INHALTE © 2015 der gesundheitswirt | www.der-gesundheitswirt.de Storytelling: „Im Mittelpunkt sollte immer die Geschichte stehen.“

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