How One Children’s Hospital Used Social Media to Deal with the Unthinkable


Last Friday, February 17, highly-respected Doernbecher Children’s Hospital in Portland, Oregon, called a news conference to address the unthinkable.

A male nurse in the hospital’s pediatric intensive care unit had been charged with downloading and distributing child pornography.

Doernbecher did all the right things. They issued a news release, held a news conference, posted Frequently Asked Questions regarding the case on their website, set up a telephone hotline for anyone who had questions and mailed 10,000 letters to families whose children had been treated at the hospital during the time the nurse was employed. Read more

Navigating the Waters of HIPAA and Negativity in Social Media

Last week I spoke to the Healthcare Public Relations and Marketing Association (HPRMA) of Southern California on “Navigating the Waters of HIPAA and Negativity in Social Media.”

Jeff Merkow, senior partner at The Identity Group, an advertising firm specializing in healthcare, extended the invitation and was a great host. We met at the beautiful Old Ranch Country Club in Seal Beach. Flying from Oregon, where it was raining buckets, into the 70+ degrees, blue-sky world of Southern California was quite the bonus. Read more

Trust me. Hospitals should adopt social media.

flickr: ciron810

Brace yourself for yet another defense of social media. Once your C-Suite supervisors hear about the McDonald’s social media Mcfailure, you’ll be dusting off the presentation and seeking out new ammunition for yet another attempt at convincing them that this new media is here to stay and that your hospital needs to adopt it.

Lucky for us, Edelman is helping us reload with their just released Trust Barometer for 2012. The report shows a 75% increase in the public’s trust of social media, as well as other key findings that are useful as you integrate social media into your hospital’s marketing efforts. Read more