Vine used for #LiveAtBushey microblogging operation demonstration
Twitter?s Vine for used for Spire Bushey Hospital #LiveAtBushey social media campaign to demo surgical procedure
Campaign name: #LiveAtBushey
Organisation: Spire Bushey Hospital
Audience: Current patients at Spire Bushey Hospital, medical students and professionals
Duration: 30/04/13 (one day)
Budget: £3,000 to £6,000
Channels: PR, social media, Twitter and Vine
Social Media Portal (SMP): What agency is behind the campaign?
Merchant Marketing Group (MMG):
Merchant Marketing Group and
Merchant Healthcare Marketing
SMP: The full name of the brand (company it is for)?MMG:
Spire Bushey Hospital and
@SpireBusheySMP: What is the official campaign name and why was it chosen?
MMG: The official campaign name is
#LiveAtBushey.
The name was chosen as a clear and simple description of the live tweet. Everything was tweeted as it happened from Spire Bushey Hospital. This was the hashtag used alongside each tweet, and allowed followers to communicate with the theatre team and ask questions during the live tweet. It is a name we will continue to use for future live tweets from surgery.
SMP: What was the start and end of the campaign?MMG: The event was 30/04/2013 and started when the patient arrived at the hospital at 7.00am. The start of the procedure was 9.45am and lasted approximately two hours.
SMP: Tell us about the target audiences of the campaign, who are you trying to reach and why?
MMG: #LiveAtBushey targeted a range of people, from current patients at Spire Bushey Hospital, to people looking at treatment options for hip dysplasia, to medical students and professionals wanting to have the opportunity to view a rare procedure they wouldn?t normally have the opportunity to see.
SMP: Briefly, tell us about your campaignMMG: We conducted our second live tweet from surgery. Following consultant orthopaedic surgeon, Mr. Aresh Hashemi-Nejad at Spire Bushey Hospital undertaking a complex hip operation.
It was the first time in the UK a hospital had used social video app Vine to cover a live procedure. Merchant Marketing worked with the surgeon to capture the procedure through 13 short videos, photos and regular tweets.
Merchant?s ?tweeter? was in the operating theatre, working with the theatre team who gave clinical insight and clarification as the procedure was conducted, ensuring Mr. Nejad was free from distractions and able to concentrate solely on the operation.
SMP: What were the goals of the campaign and why is it different?MMG: The goals were to show what happens during a complex procedure, and allowed followers to see a surgical procedure as it happens, using realistic and interesting visuals. It is different, as a surgical procedure has never been filmed using Vine before in the UK.
SMP: How did you achieve sign off for the activity?MMG: We worked closely with Spire Bushey Hospital and the patient involved, ensuring a full crisis management plan was in place, and the patient understood what was planned. In this case, the patient chose to remain anonymous, and we ensured her identity was protected at all times.
SMP: What were the channels, platforms and methods you used?MMG: The live tweet was performed on Twitter, through Spire Bushey Hospital?s Twitter page
@SpireBushey. We
publicised it five days prior through the clients Twitter and Facebook pages. We used Vine to film the preparations and surgery, and the whole live tweet was completed on an iPhone and iPad. We chose to use Twitter and specifically Vine, to be concise and speak to people who were following the live tweet on their mobile devices.
SMP: Why was Vine chosen in particular?MMG: Vine was chosen to show the full procedure in snapshots that people can watch on the move, on their smartphones. As opposed to filming the entire procedure, which would have required the viewer to invest more time into watching. We could capture the key moments, and cover a complicated procedure, making it understandable and easy to digest for people without a clinical background.
SMP: What did the campaign achieve?MMG: In terms of followers, Spire Bushey Hospital gained nearly 50 new followers, however the quality and relevance of people following, retweeting and talking about #LiveAtBushey was an improvement on the first live tweet we conducted at Spire Bushey Hospital in 2011. Patients and medical professionals were involved in conversations. #LiveAtBushey reached 11,681 accounts with 32,800 impressions, also gaining coverage in the local media. Views of the procedure and orthopaedic surgery on Spire Bushey?s website doubled over two days.
SMP: Is the activity to be repeated?MMG: Absolutely. We are planning our third live tweet from surgery, and plan to carry on using Vine after the positive reaction we received from #LiveAtBushey. We are planning to have more patient interaction the next time.
SMP: What was the budget used for the campaign?MMG: £3,000 to £6,000
SMP: How did you make the campaign social and how did you ensure that it didn?t over step the mark?MMG: We encouraged followers to tweet in questions as the procedure was happening. These were answered by our ?tweeter? with support from the surgeon and theatre team. We also linked to Spire Bushey Hospital?s website, with further medical information about the procedure and orthopaedic surgery, including the risks involved.
SMP: Are there any dedicated hashtags or social media profiles for the campaign?MMG: We tweeted on behalf of Spire Bushey Hospital under @SpireBushey and used the hashtag #LiveAtBushey.
SMP: Is there anything else we should know, or is there anything in particular that you?d like to share about the campaign?MMG: Spire Bushey Hospital is leading the way for UK hospitals by using social media to connect with patients, the public and healthcare professionals. By using Vine to cover what happens in the operating theatre, allows people to experience what happens during a complex procedure that is carried out in very few hospitals in the UK.
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