Social Media "Likes" Healthcare: From Marketing To Social Business (Report) - Pwc Health Research Institute Page 23
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40Case study 2
Health system internalizes social media to improve operations
What started as a social media experiment for Arlington,
• Crowd-sourced problem solving: For example, when
Texas-based Texas Health Resources nearly three years
there was an unexpected surge in emergency room
ago has resulted in a cultural transformation. Despite
visits, the chief nursing officer reached out to the staff
initial reservations, Texas Health embraced the stra-
to determine if additional support was needed.
tegic view that “social media reflects the kind of future
• Creating affinity groups: More than 100 “affinity”
where healthcare is headed and can offer new ways and
groups have been formed, including ones around
delivery mechanisms to reach out to the community to
weight loss, innovation, and sports. “We have formed
encourage personal health responsibility,” said Edward
a sports team where each member is from a different
Marx, chief information officer for Texas Health and an
entity in our health system. Four out of the five team
active blogger and Twitter enthusiast.
members were picked up via the network,” said Marx.
But before Texas Health could be effective in engaging
customers externally, they wanted to develop an
Texas Health Resources social media model
internal culture of collaborating from operations issues
to customer service related issues. The effort started
Cross-functional social media steering committee
with an interdisciplinary committee that developed a
CIO
Sr. VP Legal
CMIO
Sr. VP Human REsources
simple social media policy based on trust of employees
President
Director of Marketing
with access to social media. “Once the gates were open,
Sr. VP Marketing & Communications
Director of Communications
Sr. VP Compliance
Director of Public Relations
people joined in. There was an untapped desire to do a
lot with social media,” said Marx.
Internal social media
External social media
Knowledge sharing
Disease education and support
Social media has become a way of life for the multi-
Innovation
Community building
Communication and team building
hospital system and is embedded in many aspects of
Employee recruitment
its business. (See Figure.) The system engages with
patients and community through Facebook, Twitter,
and blogs, connects with employees and physicians
through an internal social platform, and recruits
Existing
Community
Satellite
Potential
and potential
talent through LinkedIn.
physicians
sites
employees
patients
Although internal social networking is voluntary, more
than 3,500 employees out of Texas Health’s 21,500
employees are active members. Following are ways it’s
Business
being used:
partners
• Education and knowledge sharing: For example, the
Source: Texas Health Resources, 2012
chief medical information officer created a presenta-
tion on health information exchanges through input
given via the network.
An in-depth discussion
21
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Parent category: Business