Communication Strategies of Three Top Rehabilitation Hospitals in the US

A Comparison of the Online Media Presence of Spaulding Rehabilitation Hospital, Kessler Institute for Rehabilitation,

Rehabilitation Institute of Chicago

Jacob SilbersteinHCOM 512 – Summer 2014

Spaulding Rehabilitation Center•Mission

▫“Deliver compassionate care across the continuum to improve quality of life”

•Target Audience▫Persons recovering from or learning to live

fully with illness, injury and disability.

Spaulding SWOT AnalysisStrengths Weaknesses• Site is easy to navigate• Color scheme is calm and

pleasing• Site is very comprehensive in

the range of topics that it covers

• Sections are clearly divided• National recognition allows for

referral portal for outside physicians

• Each physical location has its own separate page

• Twitter posts not optimized for sharing – ie no hashtags

• Sheer amount of information could be overwhelming to users

• Facebook publicizes events and news coverage but little in the way of community building – doesn’t sharing postings from patients and their families

Opportunities Threats• Build social profile – ie greater

utilization of Facebook and Twitter

• Could capitalize on beauty of new location and feature the facility beyond the photo tour

• While comprehensive, site is not very inviting

Recommendations for Spaulding RehabLow Resource Resource Intensive

• Build up twitter presence• Build up Google+ presence

– basically non-existent currently

• Create a space for an online patient community

• Share/promote positive posts from “users” on Facebook page

• Promote the “human side” of treatment – highlight team members making a difference

• Redesign mobile version of website

• Produce videos for YouTube channel on a regular basis

• Offer versions of website translated into other languages

Kessler Institute for Rehabilitation•Mission

▫ “Kessler Institute for Rehabilitation, Inc. provides comprehensive physical medicine and rehabilitation programs and services to optimize the health, function and quality of life for those we serve. We enhance the delivery of care and advance the field of rehabilitation through education, research and advocacy. We do so in a clinically effective and fiscally responsible manner.”

Kessler SWOT AnalysisStrengths Weaknesses• Sharing stories of patients allows

others to see how Kessler can help them

• Website is comprehensive and easy to use; clearly outlines types of rehab programs offered

• Offers listing of support groups so general public can take advantage of options

• Clearly outlines what services are offered at each location along with the personnel at that specific site

• Website is boring• Lack of specific YouTube page• Twitter posts share links but are

not optimized to be shared; low number of followers

Opportunities Threats• Patients and their families/support

systems are eager to receive information

• Named a Nationally Ranked Hospital by US News & World Report

• Could make website more dynamic

• Competitors may copy the comprehensive nature and organizational structure or website

Recommendations for Kessler InstituteLow Resource Resource Intensive• Strengthen Twitter and

Facebook presence• Create official YouTube profile

• Offer versions of website in other language

• Optimize for mobile viewing

Rehabilitation Institute of Chicago

• Mission▫ “The Rehabilitation Institute of Chicago

(RIC) is dedicated to providing the highest-quality patient care through integrated research, scientific discovery, and education for the purpose of maximizing the recovery of the individuals in our care.”

• Vision▫ “To Advance Human Ability. RIC will serve

as the world’s leading scientific hospital for the innovation and application of new and more promising treatments that improve and eliminate the effects of injury, disease and debilitating health condition”

New location under construction

Rehab Institute SWOT AnalysisStrengths Weaknesses• Landing page is separate by

audience: patients, professionals, researchers

• Separate patient portal log-in• Website is available in nine

other languages besides English

• Strong Facebook presence

• Color scheme and overall design are boring and do not encourage staying on the site

• Do not do a good job of promoting or highlighting all of their services

• Twitter postings are spotty and inconsitent

Opportunities Threats• New hospital facility under

construction• Other organizations can

capitalize on audience by being more patient centered in communications

Recommendations for Rehab InstituteLow Resource Resource Intensive• Emphasize care for needs of

patient community• Promote ranking as #1 Rehab

Hospital in American since 1991

• Increase Twitter posts

• Create a mobile app version of online patient portal

Comparison of Organizational StrategiesSpaulding Rehab Kessler Institute Rehab Institute of

Chicago

Website content

Treatments, Locations, Patient Info, Physician Finder, Research & Clinical Trials, Education & Training, Careers

Company Info, Patient Center, Admissions, Programs, Research & Education, Careers, Locations

About RIC, Who We Treat, Services, Research, Support RIC, Careers, Referrals, New Hospital

TargetPotential and current patients and their families, job seekers, healthcare professionals

Patients and their families, researchers, job seekers

Potential patients, their families, health care professionals, researchers, employees

Social Media

Facebook, Twitter, Google+, LinkedIn, YouTube

Facebook, Twitter, LinkedIn,

Facebook, LinkedIn, Twitter, YouTube, Google+

Digital Presenc

e

Informational, easy to navigate to important information, prestigious

Comprehensive yet boring, professional,

Educational, comprehensive, well-organized