Pbrn digital social media 2


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Pbrn digital social media 2

  1. 1. Best Practices in Digital Social Media Timothy R. Huerta, PhD, MS Associate Professor Family Medicine and Biomedical Informatics College of Medicine The Ohio State University
  2. 2. The Bottom Line • Meaningful Use positions HIT to transform care • Most primary care facilities do not have the expertise to manage an IT infrastructure, but will be required to in the future or pay a penalty • Best practice design in web and social media
  3. 3. Background Healthcare is Changing • More than 80 percent of adults reported using Internet resources to support healthcare decisions in 2011 • Traditional patient interaction is being replaced by frequent interactions with integrated medical groups and health systems • People seeking illness-related information behave differently than those seeking wellness information Social Media is becoming more Important • Increasingly important for these organizations to have an effective social media presence • A organization’s home page is the first point of contact for consumers • A well-designed website and social media strategy are critical features of the modern healthcare organization • If a organization’s website doesn’t meet customer’s standards, negative inferences about facility quality will influence the decision-making process
  4. 4. The Objective Assess the social media presence of hospitals and their health systems on five dimensions Accessibility Content Marketing Technology Usability
  5. 5. Research Design 2,407 unique web domains covering 2,785 hospital facilities or their parent organizations were identified and matched against the 2009 American Hospital Association (AHA) Annual Survey The names, cities and states for every: “non-government, not-for-profit (NFP)” or “investor-owned, for-profit” were used 1) Links were inspected to identify whether a hospital could be identified 2) When matching facility could not be found an additional manual search was conducted 3) When a facility had its own domain, we assessed that domain separate and apart from the network or health system of which it was a part 4) Website of each organization was secured using a custom-built webcrawler 5) Analytic engine scored content along five dimensions
  6. 6. Hospital Characteristics for all US AHA hospitals by inclusion in the study Hospital Characteristics Matched Not-Matched* Total US AHA Hospitals Count of AHAID 2,785.00 738.00 3523.00 Number of Births 899.73 1,035.24 928.12 Adjusted Patient Days 79,030.26 82,914.00 79,843.82 Transfer-Adjusted Admissions 15,299.73 16,595.29 15,571.13 Total Expenditures 152,355,799.64 160,273,331.85 154,014,368.69 FTE Employees 1,011.65 1,088.71 1,027.80 Number of Surgical 6,387.38 Operations 7,297.25 6,577.98 Total Visits 146,552.48 149,520.98 147,174.32 Number of Beds 181.04 191.52 183.24 Average Daily Census 116.40 125.38 118.28
  7. 7. Our Method Is a four-fold improvement from prior research We believe it to be a census assessment of the online presence of U.S. hospitals and their health systems Dimensions were investigated with an automated content analysis using a suite of tools Scores range from 0-10 Higher score = better comparative performance Rankings on each dimension and an average ranking are provided for the top 100 hospitals
  8. 8. Accessibility Dimension Critical factor for reaching as many users as possible Scoring:  An assessment of a website’s ease of use for individuals with lower computer literacy levels
  9. 9. Content Dimension Scoring: Tests of spelling Degree to which the site adds new material Calculated reading age of the text on the pages Freshness Amount of content An assessment of a website’s overall content quality without taking into consideration the technical limitations of the site Up-to-date content is a positive indicator to consumers that the organization is engaged in state-of-the-art activities
  10. 10. Marketing Dimension An assessment of how readily and reliably information is accessed using search engines Performing this effectively helps health systems maintain a consistent corporate image Scoring: Search engine results Search placement Use of content keywords that search engines rely on to prioritize websites
  11. 11. Technology Dimension Scoring:  Website download speed  Site structure  Code quality  Use of cascading style sheets to organize content  Speed measure An assessment of how well a website is designed, built, and maintained
  12. 12. Usability Dimension Attempts to answer the question of how good a particular website is Scoring:  Cross-sectional composite of a number of metrics used in other scales  A composite of metrics Why?  Enables comparisons across a number of critical areas of site presentation  Provides clear information about how each individual organization performs  Offers clues as to how improvements in these scores might be made
  13. 13. Results 2,785 facilities were scored Summary Statistics for Scales Variable (N=2407) Mean Std. Dev. Min Max Accessibility 5.08 2.22 0 9 Content 6.49 0.96 0 8.6 Marketing 5.03 1.33 .8 8.5 Technology 4.43 2.19 0 8.7 Usability 5.16 1.43 0 8
  14. 14. Accessibility
  15. 15. Content
  16. 16. Marketing
  17. 17. Technology
  18. 18. Usability
  19. 19. Implications for practice The social media presence = first contact A strong and well-designed social media presence can be the difference Health organizations should strive to standardize the quality of information presented on their websites Should also take care to deal with issues of accessibility, standards compliance, and search engine optimization