Some people think of Facebook, Twitter and other social media channels only as ways to keep in touch with friends (and a few celebrities, too). But they can be much more than that if we look at them as tools for improving the way we serve our customers. And for Hopkins Medicine, they are very powerful tools.

Customer Service Conversation Cloud

Image courtesy of, Rafal Olechowski/iStock/Thinkstock

For us, social media isn't a one-way medium—it’s an extension of customer service. Facebook and Twitter offer touch points that weren't available over a decade ago, and we see them as a key way to meet our organizational goals that align with our strategic priorities around patient-family centered care and education.

Our social media channels represent the first contact for many people in their journey with Johns Hopkins Medicine.

 

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We can advance the relationship between Johns Hopkins Medicine and the consumer audience by putting the best health content online.

Patient- and family-centered care is about putting the patient first, or, as Peter Pronovost summed up in one of his blog posts, making the patient the North Star of the care we provide.

As one of our strategic priorities, patient- and family-centered care is at the heart of what we do on the Web at Johns Hopkins Medicine as well as in the clinic. Valuing patients as people doesn't start when they step into the treatment setting. It begins much earlier, when we are creating relationships with them online.

Through our site, people start to relate to Johns Hopkins Medicine as an institution, and we can advance this relationship by putting the best health content online. It's part of treating them as equals in their own care. Continue Reading...

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Connecting with Internet StrategyThe simplest way I've found to describe what the Internet Strategy team does is that we connect the people of the world with the people of Johns Hopkins Medicine.

Today we're doing this better than ever before. After several years of tremendous growth in visitors, hopkinsmedicine.org is now the fourth most visited hospital/academic medical center website in the world.

That's a huge accomplishment that owes much to the growing commitment of our faculty and staff to working on a common platform. Through sharing a similar design and technologies, we've partnered to create strategic content that extends beyond a singular webpage and into the most visited areas of hopkinsmedicine.org and even to external Web properties like Sharecare or the Association of American Medical Colleges (AAMC) Tumblr.

We're gaining in search engine rankings, and our content is increasingly shareable in social media by the people we're most trying to reach. Continue Reading...

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There are key points on which pure web content is based. To name a few…

  • Identify your audience
  • Tell your story
  • Present accessible, digestible content
  • Provide factual and current information
  • Optimize your content
  • Ensure contextual relevancy

Factual information is of upmost importance and particularly relevant when writing about health information and the field of medicine.  Without it, you are instantly discredited.

But there’s more to it.  There’s more to health web content than being online encyclopedia. There’s more than stating the facts and “telling” your audience you are “leaders in research” or “high-specialized” or have the “best patient outcomes.”

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If you get to know me on a more personal level (or if you already do), you already know that I can pretty much tie back any professional or personal situation back to an episode of "Seinfeld" (I know, it’s pathetic – but come on, you sometimes laugh don’t you?).

However, a recent article in Marketing Profs about email marketing really caught my attention. That article, titled Three Email Marketing Tips From Seinfeld, pointed to three absurd scenes from the show that actually support how to integrate email marketing best practices. One instance really stood out to me:
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Brian Harder, Manager, Strategic Web Services

Today marks the relaunch of our Health Information Library in a future-friendly, mobile-compatible format—what is considered “responsive design."

The concept is simple: build fluid templates, and fluid content, in order to serve the same page to all devices big or small. Easy in concept, a little tricky in the actual implementation.
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The newly redesigned home page

If you’ve visited the Johns Hopkins Medicine Website recently, you probably noticed a newly redesigned home page with new tools for searching and accessing the health system and the School of Medicine. Additionally, the page features expanded storytelling, videos and information, and social media activity.

What’s New on the Home Page

We wanted to bring a contemporary look to the home page, enhance usability, represent the social communities and prepare for mobile growth, while remaining true to the design aesthetic of the web site as a whole.

The home page prominently features several expanded tools:

  • “Find a Doctor”, a searchable directory of clinical faculty
  • the Health Library search tool, which provides information on conditions and treatments
  • and a Request an Appointment feature that helps connect in-state, out-of-state and international patients with JHM services.

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Looking to see what's happening around the Web this week? Here's a brief summary of what our Web team found interesting.

For the week of Friday, Nov. 16:

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Looking to see what's happening around the Web this week? Here's a brief summary of what our Web team found interesting.

For the week of Friday, November 2:

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With jobs across the country scarce, a positive development in recent years has been the increase of social media positions.

According to a recent report by PRweb.com, demand for social media managers is now twice what it was in 2010. Another article in the Los Angeles Times says that the number of social media postings on Monster.com surged 75% in 2011.

But often these jobs are handed to marketing professionals rather than tech-savvy youths, according to the LA Times piece.

Which is why recently our social media team met with a group of interns from the marketing and communications department to answer common questions and concerns that they had about social media, and tips for gaining a leg-up when they enter the working world. Among commonly discussed topics were:

How often should we post on our brand's page?

This is up to the discretion of the page administrators, but as a general rule, aim to post at least once a day on your outlets. People become fans of your page because they want to know what is happening around your organization and industry.  It is important to deliver relevant content on a consistent basis.

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