Case Studies: Hospitals using Social Media to Increase Patient Volume

8 million people search for health information daily(Pew Research). Utilizing social media is a powerful tool to be found by those 8 million searchers and translating them into increased patient volumes.

Ed Bennet provided some great case studies about 3 hospitals that used social media to increase patient volume.

University of Maryland Medical Center

University of Maryland Medical Center made relevant content easy to find. 

• 60,000 pages of easily accessible content (ADAM library, patient success stories, Ask Expert videos)¬†
• ¬†Audience accessed content directly, only 1.3% visited the homepage
• U of M Medical Center acted quickly upon feedback

Results:  In 1 year for only 6 physicians, 169 new patients responsible for $4.7 million in revenue

Aurora Health Care

Aurora Health Care Tweeted during a Live OR bilateral knee replacement.

• In first wave of Live OR Twitter events advance marketing built viewership from 900 to 2,000 followers in one week
• Watch the local and national press coverage including Good Morning America below

Results: Tracked 20 consultations tied to the event resulted in 14 procedures

[youtube=http://www.youtube.com/watch?v=P2p_dW0gVT8&hl=en_US&fs=1&]

MD Anderson Cancer Center

• Promoted use of Referring physician portal
• Targeted messages on Twitter, Facebook and YouTube
• Built Physician Loyalty

Results: Saw a 9.5% increase in physician-referred registrations

5 Steps for you to get started

With 660 hospitals nationwide using social networking, now is the time for you to join in. If those 8 million people can’t find you online, you don’t exist to them. Follow these 5 steps and get started today.

• Assess current situation
• Create Goal
• Define Target
• Outline Strategy
• Select Technology