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

▫ “Deliver compassionate care across the continuum to improve quality of life”
▫ Persons recovering from or learning to live fully with illness, injury and disability.

Strengths
• 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
Opportunities
• 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
Weaknesses
• 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
Threats
• While comprehensive, site is not very inviting

Low Resource
• 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
Resource Intensive
• 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, 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.”

Strengths
• 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
Opportunities
• 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
Weaknesses
• Website is boring
• Lack of specific YouTube page
• Twitter posts share links but are not optimized to be shared; low number of followers
Threats
• Competitors may copy the comprehensive nature and organizational structure or website

Low Resource
• Strengthen Twitter and Facebook presence
• Create official YouTube profile
Resource Intensive
• Offer versions of website in other language
• Optimize for mobile viewing

• Mission
▫ “The Rehabilitation Institute of Chicago
(RIC) is dedicated to providing the highestquality 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

Strengths
• 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
Weaknesses
• 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
• New hospital facility under construction
Threats
• Other organizations can capitalize on audience by being more patient centered in communications

Low Resource
• Emphasize care for needs of patient community
• Promote ranking as #1 Rehab
Hospital in American since 1991
• Increase Twitter posts
Resource Intensive
• Create a mobile app version of online patient portal

Spaulding 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
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