Healthcare Social Media (#HCSM): Using word of mouse to market & manage your practice by educating, engaging, and empowering women

ACOG | Summer Educational Symposium | June 14, 2014
Healthcare Social Media
using word of mouse to market & manage your practice
by educating, engaging, & empowering women
Vandna Jerath, MD, FACOG
June 14, 2014
#coloACOGsymposium
optimawomenshealthcare.com
drjerath.com

Objectives
 Discuss healthcare social media, the variety of
platforms, and why it is so important
 Discuss how social media impacts healthcare and
how to benefit from social networking.
 Discuss how to grow a practice (or promote other
healthcare objectives) via word of mouse.

What is Social Media?
 A cocktail party or networking event
 Microblogging or “small talk”
 Collaborative online networking and communication
 Starting a conversation
 Developing a relationship
 Maintaining communication
 60-90% people use internet for health related information
 Usage
 Personal vs professional
 Here to stay – NOT A TREND
 Strong growth and future
 Time to get on board

Inspiration
 “Profits are like oxygen. You need it to survive, but
ultimately what matters is passion, growth, and a higher
purpose.” @zappos – Tony Hsieh, CEO
 “Transparency & Values: Twitter constantly reminds me of who I
want to be, and what I want Zappos to stand for”
 “Reframing Reality: Twitter encourages me to search for ways to
view reality in a funnier and/or more positive way”
 “Helping Others: Twitter makes me think about how to make a
positive impact on other people’s lives”
 “Gratitude: Twitter helps me notice and appreciate the little
things in life”

Growth and Reach of Social Media
 To reach 50 million users
 Radio - 38 years
 TV - 13 years
 Internet - 4 years
 Facebook – less than 6 months
 Social Media Now
 Facebook - 1.3 billion users
 Twitter - 500 million users (250 million active)
 Linked In - 296 million users
 YouTube – 1 billion users
 Google+ - 300 million users
 Pinterest – 70 million users
 Blogs - 158 million
 Other - My Space, Flickr, Yelp, Yammer, Instagram, Snapchat, Vine
 Medical – Sermo, Medpedia, Doximity

A Day In the Internet
 Infographic
 Demonstrates the power and reach of the internet

Hospital Usage
 U.S. Hospitals that use Social Networking tools
 1,562 Hospitals total
 717 YouTube Channels
 1300 Facebook pages
 1005 Twitter Accounts
 653 LinkedIn Accounts
 1084 Four Square
 211 Blogs
 55 Google + Circle
 6,532 Hospital Social Networking Sites
Sources:

Types of Social Media
 Facebook
 Twitter
 Linked In
 YouTube
 Google +
 Pinterest
 Instagram
 Four Square
 My Space
 Flickr
 Tumblr
 Yelp
 Yammer
 Blog
 Website
 Medical
 Sermo
 Medpedia
 Doximity

Why Use Social Media?
My Top Ten Reasons
 Branding
 Marketing/Growth
 Patient and Self -Education
 Community Outreach
 Transparency/Credibility
 Patient Loyalty and Satisfaction
 Interest/Interaction/Engagement
 Networking/Messaging
 Direct Access – Physician and Patients
 Innovation

My Social Media Usage
 Facebook
 Facebook.com/drjerath
 Facebook.com/optimawhc
 Twitter
 Twitter.com/drjerath
 Twitter.com/optimawhc
 YouTube
 Youtube.com/doctorjerath
 Linked In
 Linkedin.com/in/drjerath
 Linkedin.com/company/optima-women's-healthcare
 Google +
 Gplus.to/drjerath
 Gplus.to/optimawhc
 Pinterest
 Pinterest.com/drjerath
 Pinterest.com/optimawhc
 Blog
 Drjerath.com
 Website
 Optimawomenshealthcare.com

My Content & Tips
 Women’s health
 My ob/gyn practice
 Baby photos (with patient consent)
 Pregnancy tips
 Medical issue in the news
 General medicine
 Healthcare reform
 Health awareness promotion
 Trivia – OptimaWHC Healthe-Challenge
 Polls
 Contests
 Sports
 Politics
 World news
 Fashion

Facebook Tips for Doctors’ Offices and
Medical Practices
 Be a source of health tips or medical news
 Answer a medical question in general terms, suggest an appointment
 Answer common questions coming in to the office
 Answer a patient billing complaint
 Always thank patients for endorsements (it encourages more)
 Show benefits and answer questions about a therapy
 Show a specific expertise
 Show a new or improved piece of technology
 Show an educational video
 Introduce or recognize doctors and staff
 Show some personality of your office
 Offer an educational or inspirational contest on Facebook
 Ask a question with Facebook’s polling function
 Make a seasonal or short-time offer
 Promote your patient portal or blog
 Show community spirit — let your page be a neighborhood bulletin board

My Costs & Investment
 FREE
 Time is money
 Time investment
 Full-time ob/gyn, patients come first
 3 months solid to get started
 Maintenance 1-2 hours/week
 Minimal website and blog hosting fee
 < $20/month
 Marketing
 Most practices 5-10% of revenue
 I spend < $1000/year

My Success
 One of the first physicians locally with extensive social
media involvement
 Over 7000 social media connections
 New physician in new market/community
 Marketing and growth opportunity
 New patients
 Creating a brand and credibility
 Develop and maintain loyalty
 Provide transparency
 Patient and community outreach and education
 Ability to be a resource
 Patient interaction and word of mouse
 Direct physician access
 Positive image
 Exponential growth
 Increased online visibility
 Higher SEO
 Network with other colleagues
 New opportunities
 Considered a local #hcsm expert and pioneer
 Writing articles, interviews, blogs, presentations,
consulting
 Staff involvement
 FUN and FULFILLING

My ROI
15
10
40
35
Patient Referral Sources
COG Patients
Print/Other
Referrals
Social Media

Media Coverage
 Doctor heads to social media to find patients
 9News Video
 Profile story by Cheryl Preheim
 November 4, 2011
 http://on9news.tv/sjozH2

Facebook.com/greenwaymedical

Doctors and Social Media: should the
two mix?

Doctors and Social Media: should the
two mix?
 Another local doctor that tweets frequently is Dr. Vandna Jerath, MD of Optima
Women's Healthcare. She tweets both about what's going on in the women's
health field locally and on a more global scale, showing that she keeps up-to-date
with current medical knowledge. She also engages people on a personal level,
whether they are patients or not. For example, awhile back a rather touchy, and
often considered controversial, subject came up. When differing points of view
were presented, she didn't attack or say anything resembling "I'm a doctor so
what I say is the only thing that matters," like many doctors I have encountered.
She addressed each point of view from an honest perspective and even
acknowledged that, in some cases, what is right for one family may not be right
for another. I admit that I was very impressed by this.
I'm not a patient of either of these doctors but I follow them, regardless, as the
information that they share can be helpful, especially in the case of Dr. Jerath.

Facebook Tips for Doctors’ Offices and
Medical Practices

Physician Social Media Users Say ROI
is Real -

Getting Started & Simple Steps
 Getting started
 Do not be overwhelmed
 Can be done on your own
 Inexpensive
 Investment of time
 Use local resources
 Social Media course
 Professional internet, SEO, marketing
companies
 Read blogs and advice on the internet
 Try it, experiment and learn
 Keep learning
 Work in progress
 Have fun – it is NOT a chore
 Simple Steps
 Set-up Google alert
 Set-up Google analytics
 Setup Google + page
 Set-up website
 Identify who can manage your social media
 Have a social media policy
 Encourage the physicians to participate
 Start with a facebook practice page and tell
your patients
 Expand from there
 Rotate content on your sites
 Engage your audience

Advertise your Social Media
 Business Cards
 Marketing
 Tell patients
 Newsletters
 Emails
 Postcards
 Brochures
 Patient Portal
 Flyers
 Encourage participation
 Encourage staff
 Create engagement and interaction

Email Signature

Brochure

Your Concerns
 HIPAA compliance
 Patient interaction
 Patient consent –
 Sample form by Michelle Harden, ESQ of Messner &
Reeves
 Boundaries
 Medical Advice
 Ethical Standards
 Time consumption
 Management of social media
 Getting started

Sample Consent Form

Future of Healthcare Social Media
 More physician involvement
 More hospital involvement
 More patient interaction and communication
 More collaborative networking
 Telemedicine
 Medical and Healthcare Apps
 Direct healthcare and medical advice
 Medical news
 Medical surveys
 Medical marketing
 Referrals
 Emergency and Disaster Information
 http://philbaumann.com/2009/01/16/140-health-care-uses-for-twitter/

My Top Ten Tips
 Be yourself and be personable
 Share, share, and share
 Keep professional and ethical boundaries (maintain HIPAA)
 Know why you are doing this and what your goals are
 Know your audience
 Engage your fans, patients, followers, supporters, & friends
 Be a resource, leader, and expert
 Listen, ask, acknowledge, and respond (don’t be self-
absorbed) – keep learning
 Keep branding and marketing
 ALWAYS stay positive

Social Media Do’s & Don’ts From ACOG
 Do’s
 Always maintain your professionalism
 Be careful with humor and political opinions
 Speak in lay terms patients and consumers will understand
 Ask your employer and/or hospital if it has social media
guidelines you must follow
 Consider creating a social media policy for your practice
 Ask your professional liability carrier if it has social media
coverage or guidelines

Social Media Do’s & Don’ts From ACOG
 Don’ts
 Don’t discus patients online, even in general terms
 Don’t give medical advice
 Don’t post photos of patients or babies (debatable – obtain
permission/consent)
 Don’t post anything you don’t want the entire world to read.
Everything you do and say online is public.
 Don’t “friend” your patients on Facebook. If you have a
personal Facebook page, consider creating a separate
professional one.
 Don’t spend too much time directly promoting your practice.
Social media is about having a conversation, so limit self-serving
practice promotions such as “We have 4-D fetal ultrasound at
our downtown location!”

Professional Resources
 ACOG
 http://www.acog.org/~/media/ACOG%20Today/acogToday201211.pdf
 http://www.youtube.com/watch?v=3N8A5LMlego
 CDC
 http://www.cdc.gov/healthcommunication/ToolsTemplates/SocialMed
iaToolkit_BM.pdf
 AMA
 http://www.ama-assn.org/ama/pub/meeting/professionalism-social-
media.shtml
 Mayo Clinic
 http://socialmedia.mayoclinic.org/learning/social-media-residency
 FSMB
 http://fsmb.org/pdf/pub-social-media-guidelines.pdf

My Favorite Resources
 Socialmedia.mayoclinic.org
 Smedio.com
 Socialmediaexaminer.com
 Blog.Hubspot.com
 Healthissocial.com
 Business.twitter.com
 Facebook.com/business
 MariSmith.com
 Chrisbrogan.com
 Problogger.com
 Copyblogger.com
 Ebennett.org
 Mashable.com
 Kevinmd.com

Contact Information
Vandna Jerath, MD
Optima Women’s Healthcare
Sierra Medical Office Building
Parker Adventist Hospital Campus
9399 Crown Crest Blvd, Suite 450
Parker, CO 80138
303.805.1807 P | 303.595.5390 F
optimawomenshealthcare.com
drjerath.com
Email - vjerathmd@optimawomenshealthcare.com
Presentation - http://www.slideshare.net/VandnaJerathMD

Healthcare Social Media (#HCSM): Using word of mouse to market & manage your practice by educating, engaging, and empowering women

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Healthcare Social Media (#HCSM): Using word of mouse to market & manage your practice by educating, engaging, and empowering women