Traditionally c-level hospital executives are not very active on social media. They are insanely busy people dealing with lots of crucial issues at once. However, I am starting to notice a trend of these individuals starting to claim their voice on social.
I recently came across Dr. Stephen Klasko, the CEO and President of Thomas Jefferson University Hospitals in Philadelphia, PA on social media. Just Google Dr. Klasko and you will quickly discover that he is a tech savvy hospital CEO with a large social footprint. I started following Dr. Klasko across all of his social media pages and I believe that his embracement and lack of fear of social media is a shinning example for every hospital c-level in the country.
After connecting with me on social media Dr. Klasko took the time out of his busy schedule to provide me with the opportunity to interview him.
The journey of a social hospital CEO
“I recognized almost 10 years ago that as a president of a university and CEO of a health system, it was ridiculous to be using the same tools with students and younger employees that I used 20 years ago,” he said. “I realized that a good part of my success was communication and just as I needed to recognize language and cultural diversity, I needed to recognize and embrace generational diversity in communication.”
Dr. Klasko is personally using Twitter, Facebook, Instagram, LinkedIn, blogging and YouTube. “I use Twitter to reach out to opinion leaders and influential Philadelphia business people, reporters, and politicians in real time,” he said. “I’m building a Facebook page to reach our students, who check Facebook on their phones in their few spare moments.”
He also recently launched an Instagram account to connect with students. “I’m on LinkedIn and I also maintain a blog,” he said. “I plan to launch a YouTube video channel with my recent TedX talk, the CONVERGE speech, and other talks I’ve been giving locally and nationally.”
Re-imagining healthcare and providing value
To Klasko and Jefferson, utilizing social media is a no brainer.
“In our case, our vision is to reimagine healthcare, education, and discovery to create unparalleled value,” Klasko said. “We want to be the health entity that on a daily basis communicates to the world that we are changing the DNA of healthcare.”
He believes that unlike traditional media, each tweet, Instagram, post, etc. has the opportunity to be multiplied by whomever finds it interesting.”Our students have loved it and use it as a means to send out the word about their university, he said. “Our industry partners have also appreciated that we are walking the walk regarding innovation and communication. Our 12,000 employees recognize that I cannot meet with all of them one on one, and that this virtual communication is a great way to stay connected.”
Why healthcare is lagging in the social world
“Healthcare has been slow to adopt most consumer technologies a) because people let us and b) because there has not been much competition in communication and consumer innovation among their peers,” Klasko said.
He believes that most of the innovations in using social media have been from companies outside of healthcare. “I believe that healthcare by and large has missed the consumer and communication revolution,” Klasko said.
He believes that almost every convenience and communication that is available to him in every other part of his life is not available when it comes to his health.
“Jefferson wants to be the place where patients and providers can connect in any way possible,” he said.
Klasko defines success five years from now as a seamless cross channel Jefferson that won’t be defined only by big buildings and hospitals. “Social media gives me a way to reach out to the healthcare community, to our patients, and to Philadelphians directly to convey our vision of the future,” Klasko said. “I’m not a faceless CEO–I’m a Philadelphian, an MBA, a practicing doctor who loves music–a real person making decisions to move us forward.”
Tips for other hospital executives
Klasko believes that there is a reason why other hospital executives haven’t embraced social.
“Generally hospital CEOs are operational and risk averse,” he said. “Also since most of us are in our sixth or seventh decade, it is not intuitive to us. We tend to concentrate on those vehicles that we would respond to, but our younger patients and employees live in a different world.”
At Jefferson, the team tries to live in several different environments. “I believe that every hospital system has to have some significant human resources whom are in their twenties and thirties and more importantly have the creative firepower to push the envelope,” Klasko said.
He suggests that hospital executives pair a very creative savvy social media person with one of your more creative senior marketing/communication folks.
“This will give you the comfort that someone who knows you and the organization is making sure that nothing damaging is going out under your or your organizations names,” he said.
Create a plan for yourself
“Think about the things that you and your organization are passionate about in promoting healthcare and continually find ways to communicate about those areas.” Klasko said. “At the same time make it clear about what you and your organization are doing to help.”
He advises letting your communication team look out for items in the social media sphere that impact those things and expand your reach.
Klasko warns to avoid posting anything personal. “It is extremely important to separate personal from organizational communications,” he said. “Also, as a non-profit, avoid anything overtly political. Finally, avoid anything that might embarrass your patients, students, trustees … or yourself.”
Klasko said that all healthcare providers are seeking new ways to help patients help themselves. “People with chronic illness, such as diabetes, or heart failure, or even many cancers, need to be listened to, engaged, and supported,” he said. “Most importantly, we find that social support helps patients do better. Friends and family are critical to your health. Today, people find that support online – we should be part of it. Friends are powerful medicine.”
Photo Courtesy of Dr. Klasko’s Facebook page.
