Expanding HSS Global Reach via a Dedicated Professional Social Media Channel

Hospital for Special Surgery is present on many social media channels 2 Why a dedicated professional social media channel? Facebook Twitter Youtube Foursquare Linkedin “On the Move” Wordpress blog Instagram But the current presence is mainly public/patient focused Professional Social Media Channel

Example: Facebook content 3 This means a lot of content that is useful for the layperson, but not necessarily a physician or allied health professional Example: Twitter content Professional Social Media Channel

4 As the “Most Trusted Educator” in musculoskeletal medicine and related fields, our physicians look to us for ways to stay connected with our resources and remain updated on content that is meaningful to them. Professional Social Media Channel

5 Many of our competitors and peers have already realized this And are offering dedicated professional education channels in addition to their main institutional public-oriented channels Example: Cleveland Clinic Dedicated Twitter Channel for Professionals k followers Professional Social Media Channel

6 Example: Harvard Medical School Dedicated Twitter Channel for Professionals - 106k followers Professional Social Media Channel

7 If we look at the top 5 othopaedic institutions according to U.S. News & World Report (excluding HSS): - Mayo Clinic Sports 2,371 folls. - Mayo Clinic Emergency Medicine 1,428 folls. - Mayo Clinic Medical Education 1,853 folls. “Devoted to medical professionals & furthering your education with Medical News, links, videos & upcoming CME | For patients, - Mayo Clinic Cardiovadcular 1,058 folls. Main Twitter channel – 1.13M folls.) + multiple targeted Twitter channels to select audiences: Professional Social Media Channel #2

8 - Mayo Clinic PMR (Physical Medicine and Rehabilitation 2,444 folls. - Mayo Clinic 's Center for Innovation 4,676 folls. - Mayo Clinic Proceedings (Publication 1,352 folls. - Mayo Clinic Clinic Center for Social Media (created to teach health care orgs how to optimize social media 1,086 folls -Mayo Clinic Middle East 48.8k folls. & others… Professional Social Media Channel

Mayo Clinic Twitter Channel Focused on Professional Education – over 1.5k followers

10 Cleveland Clinic - Cleveland Clinic Professionals 82.8k folls. - Cleveland Clinic Canada 693 folls. - Cleveland Clinic Internal Medicine Residency Program 393 folls. - Cleveland Clinic Lerner Research Institute 1,150 folls. - Cleveland Clinic 's Corporate Venturing Arm 1,435 folls. Main Twitter channel – 180k folls.) + targeted Twitter channels to select audiences: Professional Social Media Channel #3

11 - Cleveland Clinic Abu Dhabi 6,180 folls. - Cleveland Clinic Florida 954 folls. - Cleveland Clinic Jobs 224 folls. & others… Professional Social Media Channel

12 - NYU Med School 1,194 folls. - NYU Langone Center for Health Informatics and Bioinformatics 220 folls. - KiDS of NYU Langone: Child & Family Health 71 folls. Main Twitter channel – 7, 214 folls.) + targeted Twitter channels to select audiences: Professional Social Media Channel #4

13 Massachusetts General Hospital - MGH Cancer Center 1,764 folls - MGH Psychiatry 2,634 folls - KiDS of NYU Langone: Child & Family Health 71 folls. 2 Main Twitter channels – 6, 390 folls. – 20.8k folls) + targeted Twitter channels to select audiences: Professional Social Media Channel #5

14 And many more… By not engaging professional staff on this level, we are missing opportunities to – Professional Social Media Channel

15 Promote our institution as a whole to professionals – nationally and worldwide Promote relevant new professional content posted on hss.edu and microsites Promote HSS CME/CEU educational programs and offerings Promote newest HSS eAcademy online modules and series (e.g., the new Basic Science series) Highlight the latest research, faculty appointments, and events of interest to the professional community Highlight HSS faculty presentations/participation in conferences such as AAOS/ACR Post “real time” event images & videos Professional Social Media Channel

16 Highlight new publications as they become available: HSS Journal (+ select free content), Grand Rounds from HSS – Management of Complex Cases, Visiting Professor Lecture Series brochures Highlight and promote our residency program Highlight and promote our facilities, including the BSEL, and other revenue sources Keep our faculty engaged by feeding them relevant content that is of interest to them (rather than general content geared to the public) Highlight and promote our international programs Establish and nurture a group of “followers” who will value our content, promote it to peers, and in essence become our “brand ambassadors” in the global professional arena Professional Social Media Channel

17 A professional social media channel is Free, easy to maintain, and loaded with potential benefits. It is a cost-effective marketing tool, and subscribers are available to us once they “follow” us (no need to continually purchase names/ s) Professional Social Media Channel

18 Social media is a growing tool within the healthcare community Hospital for Special Surgery’s institutional Twitter account continues to grow, now at 39.3k followers In just over two years, the official Massachusetts General Hospital Twitter handle has issued nearly 1,900 tweets and amassed more than 5,000 followers. That was in March 2012: they are now at 20.8k followers ( Targeted marketing, allowing visitors and readers to sign up for specific content that is tailored to them, is on the rise and has become best practice with the high volume of content currently available online. This is the idea behind  The segmenting of HSS eNewsletters to various audiences, and  The grouping of related content into a targeted social media channel Professional Social Media Channel

19 Physician-oriented social media and social networking sites (such as Doximity, Sermo, and Figure 1) are hugely popular, and we are seeing that physicians want to engage and receive content in this way. Professional Social Media Channel

20 Content: Professional Social Media Channel We currently have enough content to launch a strong professional account/channel We are able to allocate resources to the management of this channel and update it regularly We are able to solicit relevant content from departments, committees, and individuals, as well as use content that has already been created Even if we only use content that has already been developed and lives elsewhere on the web, we have enough material for this channel to be self- sustaining

21 Effects: Professional Social Media Channel We will increase and drive traffic to hss.edu We will more effectively promote upcoming programs, meetings, and conferences We will have a broader and more engaged community of followers and “brand ambassadors” We will be utilizing a cost-effective marketing and brand promotion technique to our full advantage

22 After extensive research, To further the HSS brand to professionals worldwide, we suggest a Twitter channel with the proposed name Professional Social Media

Thank you.