1. 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 Silberstein HCOM 512 – Summer 2014

2. 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.

9. Spaulding SWOT Analysis StrengthsWeaknesses 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 OpportunitiesThreats 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

10. Recommendations for Spaulding Rehab Low ResourceResource 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

11. 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.”

17. Kessler SWOT Analysis StrengthsWeaknesses 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 OpportunitiesThreats 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

18. Recommendations for Kessler Institute Low ResourceResource Intensive Strengthen Twitter and Facebook presence Create official YouTube profile Offer versions of website in other language Optimize for mobile viewing

19. 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

26. Rehab Institute SWOT Analysis StrengthsWeaknesses 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 OpportunitiesThreats New hospital facility under construction Other organizations can capitalize on audience by being more patient centered in communications

27. Recommendations for Rehab Institute Low ResourceResource 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

28. Comparison of Organizational Strategies Spaulding RehabKessler InstituteRehab 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 Target Potential 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 Presence Informational, easy to navigate to important information, prestigious Comprehensive yet boring, professional, Educational, comprehensive, well-organized