This document summarizes best practices in healthcare social media based on interviews with experts. It finds that social media educates patients, humanizes providers, and allows bidirectional communication. Experts recommend starting simply, evaluating content value, and ensuring privacy and legality. Institutions should use mobile and social platforms to engage customers, share pictures and links, and market directly to patients. Overall, social media is changing healthcare by improving access and efficiency while facilitating new forms of communication between providers and patients.
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Best practices in HCSM
1. Best Practices in
Healthcare Social Media
Presentation for #NewhousePRSM
with @DR4WARD
#hcsmbp
8.18.12
Nichole Wenderlich
@nwenderlich
2. What You’re Getting Yourself Into
Where I’m coming from
Overview of project goals
Interviews with hcsm GODS
Their actions, suggestions & advice
Conclusions re: best practices for hcsm = #hcsmbp
4. •Newly designed website – www.sjhsyr.org
•Patient portal – My St Joseph’s – allows for scheduling classes, making appointments
with doctors
•Links to social media – including discussion boards/healthcare communities run by St.
Joseph’s
•Self-selected health-tip text message campaign
• Videos from doctors
•Health library
•Blog from CEO
5. Project Goals
For the Social Media Graduate Class taken at Newhouse
University (@Newhouse_U) at Syracuse University
(@Syracuse_U) with Dr. William Ward (@DR4WARD) I set
out to identify:
Best practices within healthcare social media (#hcsmbp)
Interviewed experts in hcsm including*
Practitioners
Researchers
Healthcare Institutional Representatives
Healthcare Marketers
*Individuals may represent more than one category
6. HC Practitioner Perspective
Howard Luks, MD
@hjluks
http://www.howardluksmd.com
Orthopedist | Social Media~HCR Consultant
Why is it important for doctors to be on social media?
“To educate patients! Why should the information you share be constricted
by the four walls of your office? So much information is shared through
social media, why should accurate information related to healthcare be any
different?”
7. Benefits of SM
Patients become educated – provides for an efficient, effective
and less stressful visit.
SM humanizes your presence – patients are more comfortable.
Bi-directional communication following visits.
8. Benefits & Best Practices
Why do I share information?
“85% or patients utilize the Internet to research their disease,
physician or healthcare institution.”
Lack of education, training
Provides tools to allow for more docs to engage
Reach patients on multiple channels
Providers can also use sm to discuss amongst themselves and
continue learning.
9. Jumping In
Doctors should not use sm for the purpose of marketing,
however, it may be a byproduct of it.
How would one start? Create a simple blog or website. Docs
create content on a daily basis put it online to share with
others.
After initial start, determine level of involvement with sm.
How to Differentiate Your Practice
Video via The Doctors Channel & @NicolaZiady
10. HC Pro/Teacher Perspective
Bertalan Meskó, MD
@Berci
http://www.webicina.com/
Medical doctor, founder of Webicina.com, speaker, blogger, university
lecturer, health 2.0 consultant, Wikipedia administrator doing PhD in
genomics.
World’s 1st & only free service of curated medical sm resources in over
80 medical topics in over 17 languages.
11. Benefits & Best Practices
How should docs start? Take Social MEDia Course on Webicina,
however, more important is simple practice.
Not every doc has to create content, but every doc needs to be
aware of it or how to find it.
Docs need to be aware of and use sm – be able to refer patients to
online support groups, tools, etc., and share info with other docs.
Importance of Social Media in Medicine
Video via The Doctors Channel & @NicolaZiady
12. Best Practices
If creating content – evaluate.
Are you creating value?
Don’t jump on band wagon.
Docs need to be aware of privacy and legality issues.
SM supports doc/patient relationship, but should never
replace.
Be creative. Even surgeons like games.
Education is the key. Teaching med students value of sm –
just discussed @ Stanford.
13. HC Institution Perspective
Nicola Ziady
@nicolaziady
http://nicolaziady.com/
“Social Scientist” & HCSM Marketing Manager @ClevelandClinic (her tweets do
not represent her employer)
Due to a family emergency, I was unable to speak with Nicola,
however, I did gather much insight from her website, tweets and
The Cleveland Clinic’s use of sm.
16. Hospitals/Docs Use
81%* of surveyed American physicians use smart phones
30%* of doctors use the Apple iPad - EMR, view radiology
images & communicate with patients
iPad Pilot Programs
Display unit during surgery
X-Ray, EKG, patient monitoring
Data entry during MD rounds
Patient education, distraction, prep
*May 2011 Manhattan Research survey “Taking the
Pulse U.S.”
17. HC Institution Facebook Tips
Read this before you order lunch:
http://bit.ly/NjcE64
• Pictures
• Branding
• CTA link to blog
• Medical experts
• Timing
• Engaging content
• Bi-directional
18. HC Marketer Perspective
JOHN J. NOSTA
@JohnNosta
http://www.johnnosta.com
#1 Kred-ranked influencer in health and included in the 2012
PHARMA 100 list.
EVP, Senior Strategist at Ogilvy CommonHealth Worldwide
SM is beginning to save lives.
Distance is dead.
Best practice is practice.
EMR allows for informed decisions.
19. Groundbreaking Uses
SM allows for evolving dynamic between patients and
doctors.
Text/video “check-ups”
Video monitoring of patients at home
Patients monitoring their own diseases
Digitizing of patient diaries
Electronic development of customized patient education
materials
An iPhone device for measuring
blood sugar for diabetics
(Image credit: AFP/Getty Images via @daylife)
20. Groundbreaking Uses
SM allows for marketing direct to patients.
Exact targeting
Provider/Patient win-win: opt in
Don’t just push info on sm –
new ways to respond, engage
21. Apps for Doc/Patient Comm
40% of physicians use medical apps on a daily basis
Benefits
Decreases costs, increases efficiency
Improving communication
Giving patients the tools to be responsible for their own health
HIPPA secure messaging
Additional Resources
5 ways mobile apps streamline patient-doctor communication bit.ly/P3yNZv via
@Michelle_writes
Mobile Apps The Future of Healthcare is Already at Your Fingertips #infographic via
@greatist @RockHealth http://pinterest.com/pin/38773246762692568/
22. Overall Best Practices/Conclusions
Electronic Medical Records (EMR) are a given.
Future: all info will be online – collected @ all touch points.
Providers should be on sm – even if it is just to practice.
SM is not going away in hc – docs need to be educated –
about benefits and legalities.
Interactions in hc are getting smart. Both docs & patients
want it.
SM is changing the face of hc – those who keep up will be the
ones who benefit.
SM marketing can pinpoint patient needs.
23. Recommendations for
@StJosephsHealth
Institute a training program for docs re: benefits, legalities,
resources and how-to of sm.
Encourage development of apps and/or smart phone use.
Continue to refine marketing to needs/wants of patients.
Start a hospital blog with expert authors, relevant info. Push
through SM channels.
Work to actively engage hc community through sm (vs.
pushing info).
Continue transition to EMR.
Video is a great way to humanize your presence! Bi-directional: Patients continue to use sm for research and can follow-up with doc in person or via sm.
Patients using sm is not going away – providers need to become aware of tools and how to integrate them.
Healthcare information was hard to find – wanted to pull together curation of relevant info for sm in hc. Webcina: Offers sm information to both docs & patients for free. Also provides training for docs on how to and how best to use sm.
E-patients are growing: 1-2 years ago, a patient brought Google results to appointment Today, more than half
Don’t jump on band wagon – evaluate new sm resources for value before simply utilizing. For example, there was a hospital that recently took pictures of a live heart transplant through Instagram – why Instagram? Did it add anymore value? Be creative – Berci saw how Nintendo Wii was used to train surgeons to do laparoscopic surgeries. They acquired same skills, but had fun doing it.
Pictures: Posts with pictures get more clicks. Simple, eye catching. Branding: Cleveland Clinic logo CTA link to blog: Call to action has a hyperlink back to the Cleveland Clinic’s blog – hosted on their website Medical Experts: MDs author blog – they have bios, pictures - human Timing: Post was made at 11:30 Bi-directional: Most posts try and engage the viewer in a conversation
SM is beginning to save lives – engagement in discussions they may not have with their doctor. Distance is dead – you can get a second opinion from anywhere. Best practice is practice – for both doctors and patients.
Smart phones: allowing patients to track their disease, scan products to get health information, health journals
Exact targeting – e newsletters, texts, etc. to specific needs/wants of patients – where do they go when they visit your site? What do they discuss on sm?
Apps allow for less visits – can take a picture and send to doctor, can send test results to patient and decide a follow-up is not needed, can make appointments, track meds, record conversations and transcribe directions, patients can document personal health information and insurance – so don’t have to fill out forms all the time