Success of Social Media at UMMC

Ed Bennett, University of Maryland Medical Center’s director of web strategy, explains on how hospitals should use social media in Health-Care Reform Stokes Spending by Top Hospitals, Clinics; “I tell hospitals ‘Don’t get into social media because you think you’re going to get more patients. Do it because you’re helping be responsible to people reaching out looking for answers.’”

University of Maryland Medical Center (UMMC) is a great example of a hospital that is current in social media and receives a great amount of feedback on its social networking sites. It is located on the West Side of Downtown Baltimore, Maryland and is available to the entire state.

UMMC is connected to:

YouTube

Featuring videos of a brief tour of the hospital, nurses and doctors explain what patients may expect in certain medical categories, and connections to YouTube videos on health news.

Facebook

Wall post consist of updates on UMMC and feedback on the website.

Medical questions are also asked on the Facebook wall post but cannot be answered. UMMC redirects members to it’s website to submit questions or call the hospital.

Twitter

Tweets on helpful health care related advice, reminders on special events, and links to articles such as UMMC Blogs and ABC 2 News on health.

Blog

Featuring inspirational stories, nutrition advice, updates on Haiti relief project, and other health related issues. UMMC also received the 2010 HAL Medical Awards taking the spot of 6 out of 10 and being quoted as “having the most breathtaking stories.”

iPhone application

Features 50,000 pages of medical content.

Results

According to Ed Bennett’s presentation on Hospitals and Social Media, UMMC is continuously receiving an increase in video viewers, which also increases awareness. Given that UMMC has duplicated over 100 videos from YouTube to its site has raised the number of monthly viewers from 20,000 in March 2008 to 75,000 in March 2009. This connection links people to the UMMC site raising the number of daily visitors.

UMMC’s location on the West Side of Downtown Baltimore, Maryland is an issue due to criminal activity in the area. In the last year, there have been a reported 37,000 property crimes and over 10,000 violent crimes. And yet, for four years in a row, UMMC has been named one of the nation’s top hospitals for Safety and Quality through the LeapFrog Group, a non-profit organization whose mission wants to change issues in healthcare.

Social media is helping.

The top 2009 hospitals under the Leapfrog Group consisted of thirty-four urban hospitals, eight children’s hospitals, and three rural hospitals; a total of forty-five. Out of the forty-five top hospitals listed, only five facilities (in blue) are inactive in social media.

  • Polk Medical Center; Cedartown GA
  • Stephens Memorial Hospital; Norway ME
  • Waldo County General Hospital; Belfast ME
  • Mayo Clinic Hospital; Phoenix AZ
  • California Pacific Medical Center – Davies Campus; San Francisco CA
  • California Pacific Medical Center – California Campus; San Francisco CA
  • California Pacific Medical Center – Pacific Campus; San Francisco CA
  • Kaiser Permanente Anaheim Medical Center; Anaheim CA
  • Kaiser Permanente Baldwin Park Medical Center; Baldwin Park CA
  • Kaiser Permanente Bellflower/Downey Medical Center; Bellflower CA
  • Kaiser Permanente Hayward Hospital; Hayward CA
  • Kaiser Permanente Sacramento Hospital; Sacramento CA
  • Kaiser Permanente South Sacramento Hospital; Sacramento CA
  • Stanford Hospital & Clinics; Stanford CA
  • University of California Davis Medical Center; Sacramento CA
  • North Shore University Health System’s Highland Park Hospital; Highland Park IL
  • Northwestern Memorial Hospital; Chicago IL
  • Rush University Medical Center; Chicago IL
  • University of Maryland Medical Center; Baltimore MD
  • Bay state Medical Center; Springfield MA
  • Beth Israel Deaconess Medical Center; Boston MA
  • Brigham and Women’s Hospital; Boston MA
  • North Shore Medical Center – Union Hospital; Lynn MA
  • Norwood Hospital; Norwood MA
  • Detroit Receiving Hospital; Detroit MI
  • Harper-Hutzel Hospital; Detroit MI
  • Mayo Clinic – Methodist Hospital; Rochester MN
  • Mayo Clinic Saint Marys; Rochester MN
  • Regions Hospital; Saint Paul MN
  • The Valley Hospital; Ridgewood NJ
  • University Medical Center at Princeton; Princeton NJ
  • James Cancer Hospital and Solove Research Institute; Columbus OH
  • The Ohio State University Hospital; Columbus OH
  • Lehigh Valley Hospital; Allentown PA
  • Bon Secours St. Francis Health System; Greenville SC
  • Vanderbilt University Hospital; Nashville TN
  • Virginia Mason Medical Center; Seattle WA
  • Children’s Hospital Los Angeles; Los Angeles CA
  • Children’s Hospital of Orange County; Orange CA
  • Children’s National Medical Center; Washington DC
  • Children’s Hospital Boston; Boston MA
  • Children’s Hospitals and Clinics of Minnesota – Minneapolis; Minneapolis MN
  • Cincinnati Children’s Hospital Medical Center; Cincinnati OH
  • Children’s Hospital of Pittsburgh of UPMC; Pittsburgh PA
  • The Monroe Carell Jr. Children’s Hospital

Reasons why UMMC can be such a success throughout the nation would be because of its involvement on social impact (joining the Haiti relief effort) and its surrounding community, its updated website, being a part of social media, and expertise in the medical field.

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