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Reunited …and it feels so good 
How hospitals and doctors use online 
channels to communicate in partnership 
#MayoRagan – Mayo Clinic Social Media Summit – October 22, 2014
Reunited 
…and it feels so good
Online doctors are influential and active 
• Doctors are patients’ 
most-trusted source for 
online health 
information1 
• ~5,000 doctors post 
daily on their blogs and 
twitter accounts2 
Contents are proprietary and confidential. 
#1: Physician group/medical practice 
1What Health Info Do Consumers Seek Online?. eMarketer, February 28, 2013 
2MDigitalLife study, Date range 10/7/13 – 10/7/14
61% of physicians 
consult social media weekly for medical information3 
3. McGowan BS, Wasko M, Vartabedian BS, Miller RS, Freiherr DD, Abdolrasulnia M. Understanding the Factors That Influence the Adoption and Meaningful Use 
of Social Media by Physicians to Share Medical Information. J Med Internet Res 2012;14(5):e117
Understanding, Engaging and Activating physicians in the digital age 
61% of physicians consult social media 
weekly for medical information 
There is a new KOL emerging. Physicians are 
no longer just prescribers. They are the media. 
The 1st and only database in the world to map physicians’ 
digital footprint to their national physician registry 
The 
MDigitalLife 
dataset 
Connects online and offline behavior 
such as referral patterns, prescribing 
history & Medicare billing 
523,070 
physician digital footprints 
mapped as of October 21, 2014 
Debuted at the Mayo Clinic in 
October 2012
MDigitalLife Doctors 
500+ 
300+ 
100+ 
50+ 
10+ 
1-9 
bit.ly/mdlpw514
The W2O Hospital Index 
Total Entities: 8,229 
3,749 1,616 1,791 307 
766 642 46 48 
Contents are proprietary and confidential.
Understanding key connections 
Health System 
Affiliated Hospitals 
Affiliated Physicians 
Contents are proprietary and confidential.
The MDigitalLIfe Hospital Index 
Contents are proprietary and confidential.
Today’s analysis: the “Top 100” health systems 
Contents are proprietary and confidential. 
Our “top 100” were derived from Becker’s Hospital 
Review 100 Integrated Health Systems to Know 
The Becker's Hospital Review editorial team selected 
health systems based on: 
• IMS Health Rankings 
• Health System’s Financial Strength 
• Health System’s Clinical Strength 
• Health System’s Operational Strength 
Published: May 15, 2013 
Link: http://www.beckershospitalreview.com/lists/100-integrated-health- 
systems-to-know.html
Health system social media structures 
The average “Top 100” health system has : 
10 affiliated hospitals 5 facebook pages 4 twitter accounts 
Contents are proprietary and confidential.
Health system social media structures 
4% 
Contents are proprietary and confidential. 
• Centralized – 1 system handle, 0-1 
Hospital handles 
• Mixed – 1 system handle, 2+ hospital 
handles 
• Distributed – 0 system handle, 1+ 
Hospital handles 
46% 50% 
Centralized 
Mixed 
Distributed
Centralized: Sutter Health 
Contents are proprietary and confidential. 
System 
50% 
Centralized
Mixed: Intermountain Healthcare 
System Hospitals 
Contents are proprietary and confidential. 
46% 
Mixed
The average hospital system has 18,590 followers 
9 
31 
Contents are proprietary and confidential. 
17 
20 
14 
35 
30 
25 
20 
15 
10 
5 
0 
<1,000 1,000-4,999 5,000-9,999 10,000-19,999 >20,000
Mayo Clinic’s twitter presence is a problem (for us) 
• Its accounts have more followers than 
all the other systems combined 
1,817,592 
• So we removed it from all analyses 
involving health system followers 
Contents are proprietary and confidential.
The average health system has 
58 
53.846% 243 
Contents are proprietary and confidential. 346 
affiliated tweeting doctors 
Health systems and physicians
Active doctors drive interest & engagement 
Among the top 100 hospital systems, health systems with the most 
tweeting doctors had 
247% More followers than their peers 
Contents are proprietary and confidential. 
with fewer tweeting doctors 
(18,398 to 7,455)
Social media structure affects impact level 
Among the top 100 Health Systems, Health Systems with 1 hospital or 
regional level account had 
Contents are proprietary and confidential. 
More followers than their peers 
with system level accounts and 
no hospital level accounts 
(8,688 to 1,779) 
448%
Mixed health systems have the MOST followers 
826% 
Among the top 100 health systems, Health systems with 6-10 hospital 
or regional level accounts had 
Contents are proprietary and confidential. 
More followers than their peers 
with 1 system account and 1 
hospital level account 
(71,799 to 8,688)
Mixed models & multichannel 
93% 
Contents are proprietary and confidential. 
68% 
63% 
84% 
59% 
53% 
100% 
90% 
80% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
0% 
Twitter Account Facebook Account Both 
System Hospital/ Regional
Mixed models & multichannel 
93% 
Contents are proprietary and confidential. 
68% 
63% 
84% 
59% 
53% 
100% 
90% 
80% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
0% 
Twitter Account Facebook Account Both 
System Hospital/ Regional
The systems that have Twitter and Facebook on the 
hospital / regional level… 
Have 263% more followers than 
their peers. 
Contents are proprietary and confidential.
The systems that have Twitter and Facebook on the 
hospital / regional level… 
Have 263% more followers than 
their peers. 
Are mentioned 266% more 
often by their doctors. 
Contents are proprietary and confidential.
A regional focus reaches patients and community 
members where they are 
69% Of KP Colorado followers 
live in Colorado. 
Contents are proprietary and confidential.
A regional focus reaches patients and community 
members where they are 
5% 
of Colorado 
residents following 
KPColorado follow 
Kaiser 
Permanente’s 
System account 
Contents are proprietary and confidential.
Local physicians promote local and national 
hospital content 
Local Content National Content 
Contents are proprietary and confidential.
Lets look at the numbers 
The average hospital system is followed by what percent of their 
doctors who are on twitter? 
55 % 
12 % 
56.04 % 54 %
32% of hospital systems have mentioned 
one of their doctors 
Contents are proprietary and confidential.
Those systems... 
Have 443% more 
followers than their 
peers. 
Contents are proprietary and confidential.
Lets look at the numbers 
The average hospital system mentions what percent of their 
doctors who are on twitter? 
7 % 
1 % 
58.4 %% 7 %
MD Anderson shares their physician’s content 
17% 
of MD Anderson 
RTs are of their own 
physicians 
Contents are proprietary and confidential.
Health systems that engage in topics relevant to their 
doctors have more doctor followers 
• Top hashtags used by Texas Health physicians? #Healthcare, #PlasticSurgery 
• Top hashtags used by Texas Health ? #PlasticSurgery, #EHR 
• Top hashtag used by the most Cleveland Clinic physicians? #cancer 
• Top hashtag used by Cleveland Clinic? #cancer 
• Top hashtag used by Adventist health physicians? #cancer 
• Top hashtag used by Adventist health? #health ... 2nd? #diabetes 
Contents are proprietary and confidential.
Lets look at the numbers 
The average hospital system is mentioned by what percent of their 
doctors who are on twitter? 
25 % 
5 % 
53.14 % 22 %
Hospital systems that mention their doctors have more 
followers 
• Among the top 100 hospital systems 
• Hospital systems that mention their physicians more had 
442% More followers than their peers 
Contents are proprietary and confidential. 
(39,390 to 8,896)
Hospital systems that mention their doctors are most likely 
to be linked to from doctors’ Twitter bios 
• Among the top 100 hospital systems 
• Hospital systems that mention their physicians more had 
174% More links to their site from 
Contents are proprietary and confidential. 
doctors’ accounts than systems 
that did not 
(355 to 204)
Lets look at the numbers 
The average hospital system follows what percent of their doctors 
who are on twitter? 
43 % 
8 % 
56.74 % 33 %
Hospital systems that follow their doctors are more likely to 
be mentioned by their doctors 
• Among the top 100 hospital systems 
• Hospital systems that follow their doctors were 
32x More likely to be mentioned by 
Contents are proprietary and confidential. 
their doctors 
(257 to 8)
What are the common traits of the organizations who are 
leading the way in this space? 
Contents are proprietary and confidential.
But it’s about engagement too … 
• Rhode Island Hospital is #1 
in mentioning its docs 
(33%) 
Contents are proprietary and confidential.
But it’s about engagement too … 
• Rhode Island Hospital is #1 
in mentioning its docs 
(33%) 
Contents are proprietary and confidential. 
… and gets 2x more 
engagement than 
Which doesn’t mention its 
doctors at all.
Leading with the physician’s voice pays 
Contents are proprietary and confidential. 
Seattle Children’s gets 3 ½ RTs for 
each of its tweets.
Leading with the physician’s voice pays 
Contents are proprietary and confidential. 
Seattle Children’s gets 3 ½ RTs for 
each of its tweets. 
But when it @mentions Wendy 
Sue Swanson 
(@SeattleMamaDoc),
Leading with the physician’s voice pays 
Contents are proprietary and confidential. 
Seattle Children’s gets 3 ½ RTs for 
each of its tweets. 
But when it @mentions Wendy 
Sue Swanson 
(@SeattleMamaDoc), 
Its RT rate is 25% higher.
You can even be their platform 
• Every HCP at Swedish 
has recorded an 
introductory video 
• More than 100 blog on 
their platform 
• They provide “almost 
all” of the content 
shared by MarComm 
at Swedish 
Contents are proprietary and confidential.
What's the responsible way for doctors and 
hospitals to engage with each other online? 
Contents are proprietary and confidential.
What should hospitals and systems do? 
• What are the easily avoidable pitfalls in the physician/hospital 
partnership? 
• How can hospitals encourage more online interaction from their 
physicians? 
Contents are proprietary and confidential.
Activating your physicians 
SUBSCRIBE MONITOR 
FIND 
GUIDELINES 
Contents are proprietary and confidential. 
PROMOTE 
ASK TO SHARE
Set guidelines 
• Be transparent 
• Provide resources
Activating your physicians 
GUIDELINES 
Contents are proprietary and confidential.
Find your doctors 
• Search online 
• Ask
Activating your physicians 
FIND 
GUIDELINES 
Contents are proprietary and confidential.
Subscribe to their content 
• Follow on twitter 
• Subscribe to blogs/YouTube
Activating your physicians 
SUBSCRIBE 
FIND 
GUIDELINES 
Contents are proprietary and confidential.
Monitor and coach 
• Learn how they 
operate 
• Guide and coach as 
necessary
Activating your physicians 
SUBSCRIBE MONITOR 
FIND 
GUIDELINES 
Contents are proprietary and confidential.
Promote their content 
• Share their blog 
posts and videos 
• Retweet them
Activating your physicians 
SUBSCRIBE MONITOR 
FIND 
GUIDELINES 
Contents are proprietary and confidential. 
PROMOTE
Ask them to share your content 
Don’t be shy 
Say please!
Activating your physicians 
SUBSCRIBE MONITOR 
FIND 
GUIDELINES 
Contents are proprietary and confidential. 
PROMOTE 
ASK TO SHARE
Reunited, and it feels so good! How doctors and hospitals use online channels to communicate in partnership
Methodology 
• Becker Hospital Review Top 100 Integrated Health Systems 
• The Becker's Hospital Review editorial team selected health systems based on rankings 
by healthcare analytics company IMS Health, as well as health systems' financial, 
clinical and operational strength. 
• IMS Health 
• For nearly 60 years, IMS Health has developed and maintained strong relationships with 
a diverse set of data suppliers throughout the healthcare delivery chain to provide 
clients with the most relevant, comprehensive information. Many of our data suppliers 
are also customers—a reciprocal arrangement that supports continuity in the data 
supply. This worldwide network of nearly 100,000 outlets, facilities and associations 
furnishes information to us in the form of: 
• Transaction records 
• Medical claims submissions 
• Electronic Medical Records and other point-of-care documentation 
• Survey responses 
• Profile and contact information 
Contents are proprietary and confidential.
References: 
1 What Health Info Do Consumers Seek Online?. eMarketer, February 
28, 2013 
Contents are proprietary and confidential.

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Reunited, and it feels so good! How doctors and hospitals use online channels to communicate in partnership

  • 1. Reunited …and it feels so good How hospitals and doctors use online channels to communicate in partnership #MayoRagan – Mayo Clinic Social Media Summit – October 22, 2014
  • 2. Reunited …and it feels so good
  • 3. Online doctors are influential and active • Doctors are patients’ most-trusted source for online health information1 • ~5,000 doctors post daily on their blogs and twitter accounts2 Contents are proprietary and confidential. #1: Physician group/medical practice 1What Health Info Do Consumers Seek Online?. eMarketer, February 28, 2013 2MDigitalLife study, Date range 10/7/13 – 10/7/14
  • 4. 61% of physicians consult social media weekly for medical information3 3. McGowan BS, Wasko M, Vartabedian BS, Miller RS, Freiherr DD, Abdolrasulnia M. Understanding the Factors That Influence the Adoption and Meaningful Use of Social Media by Physicians to Share Medical Information. J Med Internet Res 2012;14(5):e117
  • 5. Understanding, Engaging and Activating physicians in the digital age 61% of physicians consult social media weekly for medical information There is a new KOL emerging. Physicians are no longer just prescribers. They are the media. The 1st and only database in the world to map physicians’ digital footprint to their national physician registry The MDigitalLife dataset Connects online and offline behavior such as referral patterns, prescribing history & Medicare billing 523,070 physician digital footprints mapped as of October 21, 2014 Debuted at the Mayo Clinic in October 2012
  • 6. MDigitalLife Doctors 500+ 300+ 100+ 50+ 10+ 1-9 bit.ly/mdlpw514
  • 7. The W2O Hospital Index Total Entities: 8,229 3,749 1,616 1,791 307 766 642 46 48 Contents are proprietary and confidential.
  • 8. Understanding key connections Health System Affiliated Hospitals Affiliated Physicians Contents are proprietary and confidential.
  • 9. The MDigitalLIfe Hospital Index Contents are proprietary and confidential.
  • 10. Today’s analysis: the “Top 100” health systems Contents are proprietary and confidential. Our “top 100” were derived from Becker’s Hospital Review 100 Integrated Health Systems to Know The Becker's Hospital Review editorial team selected health systems based on: • IMS Health Rankings • Health System’s Financial Strength • Health System’s Clinical Strength • Health System’s Operational Strength Published: May 15, 2013 Link: http://www.beckershospitalreview.com/lists/100-integrated-health- systems-to-know.html
  • 11. Health system social media structures The average “Top 100” health system has : 10 affiliated hospitals 5 facebook pages 4 twitter accounts Contents are proprietary and confidential.
  • 12. Health system social media structures 4% Contents are proprietary and confidential. • Centralized – 1 system handle, 0-1 Hospital handles • Mixed – 1 system handle, 2+ hospital handles • Distributed – 0 system handle, 1+ Hospital handles 46% 50% Centralized Mixed Distributed
  • 13. Centralized: Sutter Health Contents are proprietary and confidential. System 50% Centralized
  • 14. Mixed: Intermountain Healthcare System Hospitals Contents are proprietary and confidential. 46% Mixed
  • 15. The average hospital system has 18,590 followers 9 31 Contents are proprietary and confidential. 17 20 14 35 30 25 20 15 10 5 0 <1,000 1,000-4,999 5,000-9,999 10,000-19,999 >20,000
  • 16. Mayo Clinic’s twitter presence is a problem (for us) • Its accounts have more followers than all the other systems combined 1,817,592 • So we removed it from all analyses involving health system followers Contents are proprietary and confidential.
  • 17. The average health system has 58 53.846% 243 Contents are proprietary and confidential. 346 affiliated tweeting doctors Health systems and physicians
  • 18. Active doctors drive interest & engagement Among the top 100 hospital systems, health systems with the most tweeting doctors had 247% More followers than their peers Contents are proprietary and confidential. with fewer tweeting doctors (18,398 to 7,455)
  • 19. Social media structure affects impact level Among the top 100 Health Systems, Health Systems with 1 hospital or regional level account had Contents are proprietary and confidential. More followers than their peers with system level accounts and no hospital level accounts (8,688 to 1,779) 448%
  • 20. Mixed health systems have the MOST followers 826% Among the top 100 health systems, Health systems with 6-10 hospital or regional level accounts had Contents are proprietary and confidential. More followers than their peers with 1 system account and 1 hospital level account (71,799 to 8,688)
  • 21. Mixed models & multichannel 93% Contents are proprietary and confidential. 68% 63% 84% 59% 53% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Twitter Account Facebook Account Both System Hospital/ Regional
  • 22. Mixed models & multichannel 93% Contents are proprietary and confidential. 68% 63% 84% 59% 53% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Twitter Account Facebook Account Both System Hospital/ Regional
  • 23. The systems that have Twitter and Facebook on the hospital / regional level… Have 263% more followers than their peers. Contents are proprietary and confidential.
  • 24. The systems that have Twitter and Facebook on the hospital / regional level… Have 263% more followers than their peers. Are mentioned 266% more often by their doctors. Contents are proprietary and confidential.
  • 25. A regional focus reaches patients and community members where they are 69% Of KP Colorado followers live in Colorado. Contents are proprietary and confidential.
  • 26. A regional focus reaches patients and community members where they are 5% of Colorado residents following KPColorado follow Kaiser Permanente’s System account Contents are proprietary and confidential.
  • 27. Local physicians promote local and national hospital content Local Content National Content Contents are proprietary and confidential.
  • 28. Lets look at the numbers The average hospital system is followed by what percent of their doctors who are on twitter? 55 % 12 % 56.04 % 54 %
  • 29. 32% of hospital systems have mentioned one of their doctors Contents are proprietary and confidential.
  • 30. Those systems... Have 443% more followers than their peers. Contents are proprietary and confidential.
  • 31. Lets look at the numbers The average hospital system mentions what percent of their doctors who are on twitter? 7 % 1 % 58.4 %% 7 %
  • 32. MD Anderson shares their physician’s content 17% of MD Anderson RTs are of their own physicians Contents are proprietary and confidential.
  • 33. Health systems that engage in topics relevant to their doctors have more doctor followers • Top hashtags used by Texas Health physicians? #Healthcare, #PlasticSurgery • Top hashtags used by Texas Health ? #PlasticSurgery, #EHR • Top hashtag used by the most Cleveland Clinic physicians? #cancer • Top hashtag used by Cleveland Clinic? #cancer • Top hashtag used by Adventist health physicians? #cancer • Top hashtag used by Adventist health? #health ... 2nd? #diabetes Contents are proprietary and confidential.
  • 34. Lets look at the numbers The average hospital system is mentioned by what percent of their doctors who are on twitter? 25 % 5 % 53.14 % 22 %
  • 35. Hospital systems that mention their doctors have more followers • Among the top 100 hospital systems • Hospital systems that mention their physicians more had 442% More followers than their peers Contents are proprietary and confidential. (39,390 to 8,896)
  • 36. Hospital systems that mention their doctors are most likely to be linked to from doctors’ Twitter bios • Among the top 100 hospital systems • Hospital systems that mention their physicians more had 174% More links to their site from Contents are proprietary and confidential. doctors’ accounts than systems that did not (355 to 204)
  • 37. Lets look at the numbers The average hospital system follows what percent of their doctors who are on twitter? 43 % 8 % 56.74 % 33 %
  • 38. Hospital systems that follow their doctors are more likely to be mentioned by their doctors • Among the top 100 hospital systems • Hospital systems that follow their doctors were 32x More likely to be mentioned by Contents are proprietary and confidential. their doctors (257 to 8)
  • 39. What are the common traits of the organizations who are leading the way in this space? Contents are proprietary and confidential.
  • 40. But it’s about engagement too … • Rhode Island Hospital is #1 in mentioning its docs (33%) Contents are proprietary and confidential.
  • 41. But it’s about engagement too … • Rhode Island Hospital is #1 in mentioning its docs (33%) Contents are proprietary and confidential. … and gets 2x more engagement than Which doesn’t mention its doctors at all.
  • 42. Leading with the physician’s voice pays Contents are proprietary and confidential. Seattle Children’s gets 3 ½ RTs for each of its tweets.
  • 43. Leading with the physician’s voice pays Contents are proprietary and confidential. Seattle Children’s gets 3 ½ RTs for each of its tweets. But when it @mentions Wendy Sue Swanson (@SeattleMamaDoc),
  • 44. Leading with the physician’s voice pays Contents are proprietary and confidential. Seattle Children’s gets 3 ½ RTs for each of its tweets. But when it @mentions Wendy Sue Swanson (@SeattleMamaDoc), Its RT rate is 25% higher.
  • 45. You can even be their platform • Every HCP at Swedish has recorded an introductory video • More than 100 blog on their platform • They provide “almost all” of the content shared by MarComm at Swedish Contents are proprietary and confidential.
  • 46. What's the responsible way for doctors and hospitals to engage with each other online? Contents are proprietary and confidential.
  • 47. What should hospitals and systems do? • What are the easily avoidable pitfalls in the physician/hospital partnership? • How can hospitals encourage more online interaction from their physicians? Contents are proprietary and confidential.
  • 48. Activating your physicians SUBSCRIBE MONITOR FIND GUIDELINES Contents are proprietary and confidential. PROMOTE ASK TO SHARE
  • 49. Set guidelines • Be transparent • Provide resources
  • 50. Activating your physicians GUIDELINES Contents are proprietary and confidential.
  • 51. Find your doctors • Search online • Ask
  • 52. Activating your physicians FIND GUIDELINES Contents are proprietary and confidential.
  • 53. Subscribe to their content • Follow on twitter • Subscribe to blogs/YouTube
  • 54. Activating your physicians SUBSCRIBE FIND GUIDELINES Contents are proprietary and confidential.
  • 55. Monitor and coach • Learn how they operate • Guide and coach as necessary
  • 56. Activating your physicians SUBSCRIBE MONITOR FIND GUIDELINES Contents are proprietary and confidential.
  • 57. Promote their content • Share their blog posts and videos • Retweet them
  • 58. Activating your physicians SUBSCRIBE MONITOR FIND GUIDELINES Contents are proprietary and confidential. PROMOTE
  • 59. Ask them to share your content Don’t be shy Say please!
  • 60. Activating your physicians SUBSCRIBE MONITOR FIND GUIDELINES Contents are proprietary and confidential. PROMOTE ASK TO SHARE
  • 62. Methodology • Becker Hospital Review Top 100 Integrated Health Systems • The Becker's Hospital Review editorial team selected health systems based on rankings by healthcare analytics company IMS Health, as well as health systems' financial, clinical and operational strength. • IMS Health • For nearly 60 years, IMS Health has developed and maintained strong relationships with a diverse set of data suppliers throughout the healthcare delivery chain to provide clients with the most relevant, comprehensive information. Many of our data suppliers are also customers—a reciprocal arrangement that supports continuity in the data supply. This worldwide network of nearly 100,000 outlets, facilities and associations furnishes information to us in the form of: • Transaction records • Medical claims submissions • Electronic Medical Records and other point-of-care documentation • Survey responses • Profile and contact information Contents are proprietary and confidential.
  • 63. References: 1 What Health Info Do Consumers Seek Online?. eMarketer, February 28, 2013 Contents are proprietary and confidential.