Healthcare Social Media: how to make a positive impact on your practice and healthcare using word of mouse

Parker Adventist Hospital | Business of Medicine Seminar
Healthcare Social Media
how to make a positive impact on your practice
and healthcare using word of mouse
Vandna Jerath, MD, FACOG
April 12, 2017
#HCSM #HIT
#BusinessofMedicine
#DigitalHealth
optimawomenshealthcare.com | @optimawhc
drjerath.com | @drjerath
optimavitalitymd.com | @optimavitality

#HCSM
#HIT
#BusinessofMedicine
#DigitalHealth
General Info
Parker Adventist Hospital | Business of Medicine | 4/12/2017

Parker Adventist Hospital | Business of Medicine Seminar | 4/12/2017
Vandna Jerath, MD
 Ob/ Gyn physician, FACOG - Board-Certified
 Women and Children's Services Chair at Parker Adventist Hospital
 Private practice - 18 years
 Optima Women’s Healthcare
 Full scope obstetrics & gynecology
 Optima Vitality MD
 Wellness practice
 Enjoy education and community outreach
 Promote patient education, engagement, and empowerment
 Personalized medicine
 Disclosure – no affiliations
 Local social media expert , pioneer, and resource – well-established in Colorado
 Active user , passionate advocate, interest in digital health
 Presentations/Consulting
 Medical societies, hospitals, 4corners MGMA, Colorado ACOG, Greenway Health, colleagues, practice managers, case
studies
 Websites
 Drjerath.com
 Optimawomenshealthcare.com
 Optimavitalitymd.com

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

Social Media Revolution
Photos: stock photos from Dollar Photo Club

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

Why use #HCSM?
 Networking
 Connect
 Communicate
 Collaborate
 My practice philosophy
 Be educated
 Be engaged
 Be empowered
 Who?
 Community
 Colleagues
 Healthcare Providers
 Patients
 Anyone & Everyone
 Health Related Information
 Health information/ guidance
 E-patients
 Support groups
 Education
 Second Opinions
 Ask/explore questions
 Raise awareness
 Read or post reviews
 Look for a healthcare provider
 Research

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
 http://deliveringhappiness.com/book/twitter-better/
 “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”

#HCSM
#HIT
#BusinessofMedicine
#DigitalHealth
Social Media and
Internet Statistics

Social Media Users in U.S.
Source and Image: Pew Research Center
http://www.pewinternet.org/fact-sheet/social-media/

Social Media Site Usage in the U.S.
Source and Image: Pew Research Center
http://www.pewinternet.org/fact-sheet/social-media/

Global Digital Statistics
Source & Image : Digital
Statshot by Simon
Kemp on
http://wearesocial.net/tag/statshot
https://www.slideshare.net/weares
ocialsg/2017-digital-yearbook/6

Evolution of Social Media
Source and Infographic: http://www.mediavisioninteractive.com/blog/social-media/evolution-social-media/

Source and Infographic:
http://www.mediavisioninteractive.com/blog/social-
media/evolution-social-media/

Source and Infographic:
http://www.mediavisioninteractive.com/
blog/social-media/evolution-social-
media/

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
Source: Douglas Idugboe at http://Smedio.com

Growth and Reach of Social Media
 Social Media Now
 Facebook - 1.86 billion users
 Twitter - 1 billion users ( 319 million active)
 Linked In - 467 million users
 YouTube – 1.3 billion users
 Google+ - 300 million users
 Pinterest – 150 million users
 Instagram – 600 million users
 Snapchat – 158 million users
 Periscope – 10 million users
 Reddit – 234 million users
 Vimeo – 280 million users
 Other - Blogs, My Space, Flickr, Vine, Meerkat, Tumblr, WordPress, Medium,
Yelp
 Medical – Sermo, Doximity, Doctors Hangout, QuantiaMD, Healthgrades, Vitals
Source: Social Media Sites directly, statista.com, & expandedramblings.com

A Day In the Internet
 Infographic 5/2014
 Demonstrates the power and reach of the internet
 Source: MBAonline.com
 https://wordlesstech.com/a-day-in-the-internet-
infographic/

Hospital Usage
 U.S. Hospitals that use Social Networking tools
 1608 Hospitals total
 720 YouTube Channels
 1302 Facebook pages
 1019 Twitter Accounts
 657 LinkedIn Accounts
 1078 Four Square
215 Blogs
 6,599 Hospital Social Networking Sites
Source: Ed Bennett, University of Maryland Medical System
Source: http://socialmedia.mayoclinic.org/hcsml-grid/

#HCSM
#HIT
#BusinessofMedicine
#DigitalHealth
Tips

Types of Social Media
 Facebook
 Twitter
 Linked In
 YouTube
 Google +
 Pinterest
 Instagram
 Snapchat
 Four Square
 My Space
 Flickr
 Tumblr
 Reddit
 Medium
 Blogs
 Vine
 Vimeo
 Periscope
 Meerkat
 Website
 Slide Share
 Medical
 Sermo
 Doximity
 Doctors Hangout
 QuantiaMD

Why Use Social Media?
My Top 10 Reasons
 Patient education, engagement, and empowerment
 Branding
 Transparency/Credibility
 Marketing/Growth
 Community outreach
 Patient loyalty and satisfaction
 Networking/Messaging
 Self-education and professional learning
 Direct Access – physician and patients
 Innovation/Interaction

Greenway Health ENGAGE 2015 | GreenPC & GOBUG User Group Meeting | 8/30/2015
My Social Media Usage
 Facebook
 Facebook.com/drjerath
 Facebook.com/optimawhc
 Twitter
 Twitter.com/drjerath
 Twitter.com/optimawhc
 Twitter.com/optimavitality
 YouTube
 Youtube.com/doctorjerath
 Linked In
 Linkedin.com/in/drjerath
 Linkedin.com/company/optima-women's-
healthcare
 Google +
 Goggle.com/+drjerathMD
 Google.cm/+OptimaWomensHealthcareP
arker
 Pinterest
 Pinterest.com/drjerath
 Pinterest.com/optimawhc
 Pinterest.com/optimavitality
 Instagram
 Instagram.com/drjerath
 Instagram.com/optimawhc
 Vine
 Vine.co/drjerath
 Slide Share
 Slideshare.net/VandnaJerathMD
 Blog
 Drjerath.com
 Website
 Optimawomenshealthcare.com
 Optimavitalitymd.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
 New service lines
 New clinical procedures
 Healthcare reform
 Health awareness
promotion
 Trivia
 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
Source: Jeff B. Copeland 12/2011

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 10000 social media connections
 New physician in new market/community
 Marketing and growth opportunity
 New patients
 Building practice I desire
 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
 Collaboration
 New opportunities
 Considered a local #hcsm expert and pioneer
 Writing articles, interviews, blogs, presentations,
consulting
 Staff involvement
 FUN and FULFILLING

My ROI
10%
10%
30%
50%
Patient Referral Sources
COG Patients
Print/Other
Referrals
Social Media

#HCSM
#HIT
#BusinessofMedicine
#DigitalHealth
My Positive
Experience & Exposure

Media Coverage
 Social Media Doctor
 Doctor heads to social media to find patients
 9News Video
 Profile story by reporter Cheryl Preheim
 November 4, 2011

Facebook.com/greenwayhealth
Photos: courtesy of Greenway Health

Greenwayhealth.com
Photos and Information : courtesy of
Greenway Health

MedPageTODAY – Yelp Phenomenon
MedPageTODAY article by Molly Walker
Source: http://www.medpagetoday.com/PublicHealthPolicy/GeneralProfessionalIssues/47640

MedPage TODAY – Dr. Google
Source: MedPageTODAY article by Molly Walker
http://www.medpagetoday.com/PracticeManagement/InformationTechnology/50022

Doctors and Social Media: should the
two mix?
Source: http://www.examiner.com/article/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.
Source: http://www.examiner.com/article/doctors-and-social-media-should-the-two-mix

Facebook Tips for Doctors’ Offices and
Medical Practices
Source: Jeff B. Copeland 12/2011

Physician Social Media Users Say ROI
is Real
Source: http://www.fiercepracticemanagement.com/story/physician-social-media-users-say-roi-real/2011-11-09#ixzz1dEhSzw9S

Amino Health – Second Opinion
Source:
https://amino.com/blog/whe
n-and-how-to-get-a-medical-
second-opinion/

How Stuff Works – Ovarian Cysts
Source: http://now.howstuffworks.com/2016/03/16/lena-
dunham-got-us-thinking-ovarian-cysts

Contemporary Ob/Gyn Blogger
Source: http://contemporaryobgyn.modernmedicine.com/authorDetails/425021

#HCSM
#HIT
#BusinessofMedicine
#DigitalHealth
Do’s & Don’ts

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
 Use hashtags (#HCSM, #HIT, #digitalhealth)
 Have a consistent @handle
 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
 Email: mharden@messner.com
 Boundaries
 Medical Advice
 Ethical Standards
 Time consumption
 Management of social media
 Getting started
 ROI
 Online reviews
 Reputation management
 Internet trolls

Sample Consent Form

My Top 10 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
Source: http://www.acog.org/-/media/ACOG-Today/acogToday201211.pdf

Social Media Do’s & Don’ts From ACOG
 Don’ts
 Don’t discus patients online, even in general terms
 Don’t give medical advice (2/2015 committee opinion says medical
information ok)
 Don’t post photos of patients or babies (debatable – obtain
permission/consent, not mentioned in 2/2015 committee opinion)
 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. (left at
physician discretion in 2/2015 committee opinion)
 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!”
Source: http://www.acog.org/-/media/ACOG-Today/acogToday201211.pdf
http://www.acog.org/Resources-And-Publications/Committee-Opinions/Committee-on-Professional-
Liability/Professional-Use-of-Digital-and-Social-Media

Social Media 101
 Cheat sheets and general info
 HubSpot.com
 Marketo.com
 SocialMediaExaminer.com
 MariSmith.com
 Mashable.com
 Provide email address to download resources
 Cover Photo Sizes (2015)
 Facebook: 851 px wide x 315 px tall
 Twitter: 1,500 px wide by 500 px tall
 LinkedIn: 646 px wide x 220 px tall
 Google+: 2,120 px wide x 1,192 px tall
 YouTube: 2,560 px wide x 1,440 px tall
 Desktop Banner: 2,560 px wide x 473 px tall
Source and Photo: http://blog.hubspot.com/marketing/social-media-cover-photo-sizing-cheat-sheet

Social Media Advanced
 Blog articles
 Videos
 Facebook LIVE and Stories
 Periscope
 Instagram Stories
 Events
 Promotions/Marketing
 Paid content
 Interactive Engagement

#HCSM
#HIT
#BusinessofMedicine
#DigitalHealth
Impact on Healthcare
and Digital Health

Mayo Clinic – MCCSM & SMHN
 “At Mayo, we believe individuals have the
right and responsibility to advocate for their own
health, and it's our responsibility to help them use
social networking tools to get the best information,
and connect with providers as well as one
another.”
 Mayo Clinic Center for Social Media (MCCSM)
 Social Media Health Network (SMHN)

Digital Health – What is it?
 “Digital Health is the collaborative integration of disparate
technologies into Healthcare to prevent, diagnose, treat, and
manage diseases and to encourage, measure, track, and
support wellness. It is – above all – about people, not things.”
–Phil Baumann
Source & Photo:
http://healthissocial.com/digital-health/the-
definition-of-digital-health/

Digital Health - Definition
 “Digital health is the convergence of the digital and
genomic revolutions with health, healthcare, living,
and society. Digital health is empowering people to
better track, manage, and improve their own and
their family’s health, live better, more productive
lives, and improve society. It’s also helping to
reduce inefficiencies in healthcare delivery,
improve access, reduce costs, increase quality, and
make medicine more personalized and precise”. –
Paul Sonnier
Source: http://storyofdigitalhealth.com/definition/

Educated, Engaged, & Empowered
 “Blockbuster Drug Of The Century – An Engaged Patient” --
Leonard Kish
 “Healthcare must be built on a foundation of Health IT-
supported care coordination and patient engagement, there is
no other way to consistently and quickly scale improvements and
care, and to accelerate the overall learning of the health care
system.” --Leonard Kish
 “Digital and social media are not only acceptable for the
modern practicing physician, but have become necessary
elements for relating to patients and practicing medicine.
Knowing how to monitor your digital presence and
practicing low-risk behavior will substantially assist you in
limiting your professional online exposure to liability. “ --
ACOG committee opinion 2/2015Source: http://www.hl7standards.com/blog/2012/08/28/drug-of-the-century/
https://theranos.com/
http://www.acog.org/Resources-And-Publications/Committee-Opinions/Committee-on-
Professional-Liability/Professional-Use-of-Digital-and-Social-Media

Celebrity Power
 Angelina Jolie and genetic testing for hereditary breast and
ovarian cancers with BRCA 1 & 2 and CA-125.
Source: http://www.nytimes.com/2013/05/14/opinion/my-medical-choice.html
http://www.nytimes.com/2015/03/24/opinion/angelina-jolie-pitt-diary-of-a-surgery.html?_r=0
http://time.com/3450368/the-angelina-effect/

Celebrity Power
 FDA Admonishes Diclegis & Kim Kardashian
Instagram post Source:
http://www.forbes.com/sites/davidkroll/2015/08/11/f
da-spanks-drug-maker-over-kim-kardashian-instagram-
endorsement/
http://www.fda.gov/downloads/Drugs/GuidanceComp
lianceRegulatoryInformation/EnforcementActivitiesby
FDA/WarningLettersandNoticeofViolationLetterstoPha
rmaceuticalCompanies/UCM457961.pdf

Be a #HCSM Celebrity
 Share your healthcare expertise and voice
 Be a #HCSM influencer
 Don’t fear social media – it is for the greater good
 Lots of healthcare providers and physicians on
social media making a difference in digital health.
 No comprehensive list.

Positive #HCSM Physician Influencers
 A few examples and some of my favorites
 @kevinmd – Kevin Pho, MD
 @atul_gawande – Atul Gawande, MD
 @erictopol – Eric Topol, MD
 @drseisenberg – Steven Eisenberg, MD
 @seattlemamadoc – Wendy Sue Swanson, MD
 @drromila – Romila Mustaq, MD
 @healthcarewen – Wen Dombrowski, MD
 @doctor_v – Bryan Vartabedian, MD
 @drjengunter – Jennifer Gunter, MD
 @drmikesevilla – Mike Sevilla, MD
 @drves – Ves Dimov, MD
 @bob_wachter – Bob Wachter, MD
 @endogoddess – Jen Dyer, MD
 @hjluks – Howard Luks, MD
 @drleanawen – Leana Wen, MD
 @hrana – Hisham Rana, MD
 @glevin1 (+GaryLevin) – Gary Levin, MD

Positive Digital Health Influencers
 Nonphysician examples
 @ahier – Brian Ahier
 @epatientdave – Dave deBronkart
 @susannahfox – Susannah Fox
 @paulsonnier - Paul Sonnier
 @johnnosta – John Nosta
 @halletecco – Halle Tecco
 @healthythinker – Jane Sarasohn-Kahn
 @leonardkish – Leonard Kish
 @danamlewis – Dana Lewis
 @nicolaziady – Nicola Ziady
 @healthissocial – Phil Baumann
 @internetmeds – John Bennett

Digital Health Examples
 EHR companies
 Our favorite
 Marketplace
 Engagement/Interaction
 ZocDoc
 iTriage
 Patient portals
 Wearable technology
 Apple Watch
 FitBit
 Google Glass
 Smart phones
 Apps
 BP monitoring/EKG/diabetes
testing
 Blood testing
 Genetics/Genome testing
 23 & me – ancestry DNA testing
 Drug tolerance
 Gene testing
 Public health information
 Text4Baby
 Glucose/Insulin monitoring
 Telemedicine
Photo: stock photo from Dollar Photo Club

Future of HCSM & Digital Health
 More physician involvement
 More hospital involvement
 More patient interaction and
communication
 Patient clinical feedback (e.g. BP &
glc monitoring) & group patient
education
 More collaborative networking
(healthcare providers & patients)
 Telemedicine
 E-Patient engagement
 Medical and healthcare apps
 Direct healthcare and medical
advice
 Medical news
 Medical surveys
 Medical marketing
 Referrals
 Emergency and disaster
information
 Public health information
 Genome testing
 Patient empowerment
 http://philbaumann.com/2009/01/
16/140-health-care-uses-for-
twitter/

#HCSM
#HIT
#BusinessofMedicine
#DigitalHealth
Resources

Professional Resources
 ACOG
 ACOG Committee Opinion (Feb 2015): Professional Use of Digital and Social Media
 http://www.acog.org/Resources-And-Publications/Committee-Opinions/Committee-on-Professional-Liability/Professional-Use-of-Digital-and-Social-
Media
 Social Media Guide (Nov 2012)
 http://www.acog.org/~/media/ACOG%20Today/acogToday201211.pdf
 Social Media Professionalism Video
 http://www.youtube.com/watch?v=3N8A5LMlego
 Social Media Blog Article
 http://acogpresident.org/?tag=social-media-professionalism
 CDC
 http://www.cdc.gov/healthcommunication/ToolsTemplates/SocialMediaToolkit_BM.pdf
 AMA
 http://journalofethics.ama-assn.org/2015/05/nlit1-1505.html
 https://mededu.jmir.org/article/downloadSuppFile/4886/28296 (download AMA policy)
 Mayo Clinic
 https://socialmedia.mayoclinic.org/social-media-residency/
 Bringing the Social Media Revolution to Healthcare - Book
 FSMB
 https://www.fsmb.org/Media/Default/PDF/FSMB/Advocacy/pub-social-media-guidelines.pdf
 https://www.fsmb.org/Media/Default/PDF/Publications/nr-social.pdf
 Mount Sinai Health System
 http://icahn.mssm.edu/about-us/services-and-resources/faculty-resources/handbooks-and-policies/faculty-handbook/institutional-
policies/social-media-guidelines

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

Contact Information
Vandna Jerath, MD
Optima Women’s Healthcare
Optima Vitality MD
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
optimavitalitymd.com
drjerath.com
Email - vjerathmd@optimawomenshealthcare.com
Presentation - http://www.slideshare.net/VandnaJerathMD
@drjerath
@optimawhc
@optimavitality

Thank You
Source & Photo Credit: Jerry King for
Webicina.com

Healthcare Social Media: how to make a positive impact on your practice and healthcare using word of mouse

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