Dynamic Process Analysis

Dynamic Process Analysis: 

A dynamic process is defined as a business operation system based on interactions, conditions, and inputs provided in real-time. With the purpose of enabling smooth sailing responsiveness within systems, workflows, or organizations. Which differs heavily from static processes, which follow a predetermined structure. Although there are many strong focuses, like collaboration, that could work for Hackensack Meridian Health, long-term, it may not provide much benefit.  For Hackensack Meridian Health, marketing is definitely an excellent choice for a dynamic business process. HMH content program has truly undergone a significant transformation, arguably becoming “award-winning”. They’ve earned the title by modifying their scattered communication to a cohesive HealthU brand. Merging printed magazines, newsletters, social media, digital content, and podcasts has played a significant role in their transformation.  (Elena)

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Hackensack Meridian Health uses a streamlined job application process through Facebook campaigns to attract new home care nurses and an internal communication program to help with retention. Like other healthcare organizations, Hackensack Meridian Health was challenged by workforce and economic shortages, especially during the pandemic. The Facebook campaign consisted of two videos that were posted. One of the videos generated 1000 views and the other 600, but the number of applicants rose dramatically in comparison. According to swaay. health, the video caused a triple in applicants from 250,000 to 750,000. This was because of the video sharing option. (Akansha)

 

Metric	Video 1	Video 2	Total
Impressions	12,000	8,500	20,500
Video Views	1,000	600	1,600
Reach	9,000	6,200	15,200
Click-Through Rate	2.5%	2.2%	2.4% avg
Total Applications	1,500	750	2,250
Applications Growth	+300%	+300%	+300%
Cost per Application	$5	$6	$5.50 avg

 

 

The HR and the marketing department at Hackensack Meridian Health used a social media plan to create an effective SMIS to recruit new workers. Their goal seems to be recruiting qualified home care nurses in New Jersey, which was successful because the applications tripled within one month of the campaign launch. The success metrics, were centered on the following KPI's: Video views (1000 views for one video and 600 views for video 2), impressions and reach (the scale of applications suggest  great impressions and reach, the application volume (which jumped from 250k to 750 K) , the conversion rate (which was views to applications), and cost efficiency (which was likely tracked via cost per application). The target audience includes home care candidates. (RNs, LPNs), location focused in New Jersey, and people similar to current applicants. (lookalike Targeting on Facebook). For their Value proposition, Hackensack Meridian emphasized real stories from current nurses, showcasing benefits like supportive culture, competitive competition, and career career growth., and video content highlighting fulfillment and teamwork in these roles. For making personal connections, Hackensack Meridian did this by using real nurse video testimonials and using the peer sharing/ engagement option for their audiences. For gathering and analyzing data., Hackensack Meridian Health used Facebook Admin Manager to collect data on views, reach, impressions, click through and conversions. They also used Hiring Funnel Analytics, which tracked via ATS or ICIMs. They also used web analytics like Google Analytics to track traffic and conversion from their campaign links. 

Social Capital is the investment you make in social relationships with the expectation of returns in the marketplace. An example of this could be like going to a business function to network. The Value of Social Capital is determined by the number of relationships in a specific social network. It is also determined by the strength of those relationships and the resources controlled by those related.  

For the social capital formula, which is the number of relationships x the relationship strength x the entity resources. Hackensack Meridian Health has a substantial audience with 104K Facebook followers and 100K page likes. For the relationship strength, a reasonable estimate might be .5 (on a scale of 0-1). This is because each post garners between 1000 to 225K views, which means that half of the followers are meaningfully engaged. This indicates a strong interaction level. For Entity Resource, their brand offers considerable recruiting and community value. We'll use $2.00 per engaged follower, mirroring the usual typical healthcare ROI benchmark. Thus, this formula yields around 104,000 Social Capital units.  (Akansha)

 

 

Enterprise Social Network, also referred to as ESN, is a private, internal network corporation utilized to facilitate collaborations, communication, and knowledge among employees. Although private, it functions identically to a public social media, and the way it differs is by tailoring to workplace needs. Allowing employees to create profiles, form groups, share updates, and communicate all in real time. Enterprise 2.0 is used for developing social software platforms within companies. The purpose is to result in enhancing collaboration and knowledge sharing. Regarding Hackensack Meridian Health, although it doesn’t use an Enterprise Social Network. The operation uses a similar approach known as Wambi.  (Elena)

Slates: it is an acronym that outlines the essential elements of Enterprise 2.0 

Search – Enhancing information discoverability. 

Links – Connecting content across enterprise systems. 

Authorship – Allowing employees to publish and share content. 

Tags – Organizing data dynamically. 

Extensions – Using data insights to guide user actions. 

Signaling – Sending alerts about relevant updates 

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Due to a major ransomware attack that Hackensack Meridian Health experienced in 2019, they underwent a massive overhaul of their SMIS systems and their policies regarding privacy and cybersecurity. They have greatly increased their spending budget on their cybersecurity department and associated systems, in addition to hiring approximately 35 new members to the cybersecurity team for HMH. Our company does have a social media policy; information on social media cannot include confidential or specific information relating to patients, residents, other employees, or any projects being undertaken without express permission. Failure to abide by these rules will lead to disciplinary action or termination from the company. Additionally, HMH reserves the right to delete posts that are considered harmful, slanderous, or obscene, and block users that fall into those same categories.   (Alex)

Work cited  

“Follow US: Health News & Updates: Hackensack Meridian Health.” Follow Us: Health News & Updates | Hackensack Meridian Health, www.hackensackmeridianhealth.org/en/about-us/hmh-social-media. Accessed 11 June 2025.  

HMH Code of Conduct, www.hackensackmeridianhealth.org/-/media/Project/HMH/HMH/shared/Files/Vendor-Compliance/HMH-Code-of-Conduct-6962256.pdf. Accessed 12 June 2025. 

Hung, Colin. “Marketing and HR Collaborate to Address Workforce Challenge at Hackensack Meridian Health.” Swaay.Health | A Community for and by Healthcare Marketers, 27 Feb. 2023, swaay.health/2023/02/27/marketing-and-hr-collaborate-to-address-workforce-challenge-at-hackensack-meridian-health/. Accessed 11 June 2025.