Beyond Ad Hoc


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  • Web site: www.columbiasurgery.orgFacebook Page: Account: www.columbiasurgery.netColumbia OEA is a group within the Department of Surgery working with NYP Marketing and CUMC Communications. We do public awareness events, CMEs and educational dinners for with our physicians.
  • Public health officials communicate with public about food borne illnessesUN and World Summit of the Information Society has vowed to connect small villages, health centers and hospitals to Internet Communication Technologies by 2015. Social media helps health officials communicate with others around the world easily from their desktop. They can follow health conferences, developing stories, and build new contacts. The CDC has developed a Crisis and Emergency Response Contact Policy.  As of August 2009, Sermo has 90,000 members. 99.9% of the activity is peer-to-peer sharing of information.American Well has developed the system that Hello Health is using. Hawaii Blue Cross/Blue Shield will be using this on clients and uninsured. Billing will be handled by the system.Microsoft Health Search, Praxeon, Kosmix/Right Health, Healia, Healthline Networks, and Organized Wisdom are all sites trying to become health search enginesCenter for Studying Health System Change (HSC) December 2008 report: - provider reputation ranked 25 percentage points higher than a doctor’s recommendation (65.7 percent vs 40.4 percent) - provider reputation nearly 40 percentage points higher than cost (28.5 percent); - only convenience and inclusion in a patient’s health plan network ranked slightly higher and provider reputation (67.2 percent, 66.6 percent)- January 2008 report from iCrossing found that during the last 12 months, more adults used the Internet to seek health and wellness information than asked their physicians
  • Hospitals are those listed on Ed Bennett’s BlogSmaller hospitals obviously have fewer resources for media.Assume there are 6,000 US hospitals.50% of them have less than 100 beds, so that leaves 3,000 viable hospitals50% of hospitals block social media leaving 1,500In addition to Ed Bennett list of 395, there are 82 health care systems doing centralized social media with a conservative average of 5 hospitals per system. That equals another 410 hospitals.We are now at 805 hospitals out of 1,500 doing some sort of social media.
  • ADDITIONAL NOTES:Doctors are beginning to see CME notices on Twitter
  • David Henderson was a patient having relatively minor knee surgery at Suburban Hospital in Bethesda, MD. Everything went well until an orderly dropped Henderson’s foot as he was being seated wheelchair for discharge, even though he said three times his knee could not be bent. As a result, Henderson was readmitted and underwent emergency surgery for a large hematoma. David Hendersonan Emmy award-winning former CBS News correspondent, wrote about the experience on his blog and 2,700 Twitter followers.The issues that are coming up now with SM are the same as when email was first introduced to us. A crisis or change calls for even more frequent communication than is required during stable times.
  • Create a touchpoint mapWhat are some objectives and goals?increasing web traffic moving customers through the customer lifecycle relationship (awareness to advocate) number of subscribers sharing of information engagement quality social media network affect
  • Survey’s can be conducted online, offline on Facebook, Twitter.What are some additional listening tools?- Blog Pulse is a search of blogs and social media sites Jive like many tools are creating listening collaboration platforms Social Mention is a search engine for social media sites Viral Heat is a value priced tool for listening Tattler is an applicationWhat are the URLS for these sites?
  • Start off small by focusing on Twitter, YouTube and Facebook. These three are the most popular social media sites for hospitals and health systems and were rated as the most effective in terms of driving traffic to the Web site and attracting new patients.For those organizations that have no social media presence, you should be monitoring for positive or negative feedback about your organization. Nearly 90 percent of the hospitals/health systems in a Marketing Health Services Spring 2010 survey are monitoring Twitter, Facebook and YouTubeAnecdotes abound of Facebook pages created solely to bash a particular hospital or of patients criticizing physicians on Twitter.We have a Facebook page about one of our doctors and his approach to natural orifice surgery.Where would you establish a basline?
  • KickApps is a corporate social media platformLiveWorld can create private social media platforms as well as integrate with FacebookSelect Minds is for internal social media sitesEvery Web site is going to have a social aspect.
  • Set up a tracking system from the get-go. Documen the number of referrals you receive on your Web site from social media. Several survey respondents from a Marketing Health Services Spring 2010 surgey commented that their visitors who arrived via social media sites stayed on the site longer and looked at more pages than the average visitorLook also at what pages they visit, how many physician searches they make, job applications they fill out, anything to document the business value you are creating by bringing these visitors to your Web site.
  • Recent research by New York-based Hall and Partners Healthcare found that online health consumers are hyper-engaged and leverage almost twice as many information sources to learn about disease states and prescriptions than the average consumer  Additionally, 75% of consumers that participate in UGC often share online health information with others.These people also spend more time seeking information about symptoms, diagnosis and prescriptions on search engines (68%) and health sites (51%) than from talking with family and trends (18%). A&D Medical a wireless blood pressure monitor, a wireless scale and a wireless activity monitor (a type of advanced pedometer).PatientsLikeMe was created as an attempt to find a cure for amyotrophic lateral sclerosis (ALS), aka Lou Gehrig’s disease. The idea was that if patients with ALS could share their medical data, including treatments, symptoms, and disease histories, better treatment plans and options could be identified—a sort of The Wisdom of Crowds for disease. Since its launch in 2004, PLM has grown from a single network around ALS to a web of more than 350 communities covering 16 diseases. PatientsLikeMe currently has 37,000 members and is growing by 10% a month. A recent study of the engaged e-patient population by the Pew Internet and American Life Project (Fox, 2008) estimates that between 75 and 80 percent of Internet users seek health care information. Similarly, Harris Interactive News (2008) reported that 81 percent of all Internet users, and 66 percent of all adults (or approximately 150 million consumers), used the Internet to seek out health information.Digitas Health study suggests EUROPEANS-physicians and consumers alike —are much more receptive to the use of social media for health information than their American counterparts.In May 2010 Two-thirds of doctors surveyed expect their online communication on health-related matters to increase over the next 18 months.WEBMD IS launching a social networking platform, dubbed WebMD Health Exchange, aimed at giving users more control and connecting them with experts to talk about health issues in real time.WebMD Exchange will feature expert-led communities but will also empower members to create their own communities, which can be public or limited to friends and family
  • According to a 2009 Medimix International survey, 34 percent of online physicians in developed markets report that they use a social networking site According to "Taking the Pulse v8.0," a study conducted by Manhattan Research to explore physicians and emerging information technologies, Sermo and Medscape Physician Connect are the two largest physician only communities currently available. Sermo allows physicians to aggregate observations from their daily practice and then challenge or corroborate each other's opinions, accelerating the emergence of trends and insights on medications, devices and treatments. SERMO IS offering which claims 111.000 MDs. is launching Sermo Panels, a service aimed at ad agencies, PR shops and market research firms as well as its pharma industry clients.Participating physicians commit to putting a set amount of time into the discussion —usually 90 minutes over three to five days and get anhonoraria, typically $1.50 to $300 per panel. Sermo doesn't take a cut of that, instead charging a lump sum typically around $16,000 per full panel, or $10,000 for the no-frills "express" version. Medscape is a part of the WebMD Health Professional Network that includes and Additionally, has partnered with Vivacare to provide physicians with the tools they need to share practical health information. Vivacare allows physicians to build their own Web-based Patient Education Library, as well as customize their patient handouts, newsletters and more.The MD Marketplace module within allows physicians to buy, sell or list just about anything from medical equipment and timeshares to job posting and help wanted listings.Significant social media for hospitals include Yelp. Citisearch, Angie's List and consumer complaint sites such as, and's list members rate service providers in more than 200 geographic areas. The 150 health care categories’, ranging from dentistry to hospitals, attract 10,000 signed reviews a month,81 percent of medical education and communication companies’ staff who participated in a recent survey use social media in their personal lives, and 84 percent said they had either an intermediate or advanced understanding of it. But only ½ said their organizations were using social media around their CME programs.What are some of the other social media sites?
  • As the authors conclude, there is a role for medical schools, residency programs, and the ACGME in providing trainees with sound advice around the use of social networking sites. Organizations such as the AMA should facilitate a national conversation and the production of general guidelines for all physicians to draw upon when posting and sharing personal information on online social network sites.
  • Beyond Ad Hoc

    1. 1. Creating a Crystal Clear, Well Structured Engagement Strategy<br />What Works and What Doesn’t<br />Strategic Social Media for Health Care<br />July 27, 2010<br />Bradley W. Jobling<br />Columbia University Department of Surgery<br />Beyond Ad Hoc<br />
    2. 2. Bradley W. Jobling<br />15 years online marketing and Internet Strategy<br />MBA from Columbia Business School<br />5 years online marketing and web strategy at Columbia University Medical Center<br />1 year social media for Department of Surgery under Dr. Mehmet Oz<br />2<br />Strategic Social Media for Health Care<br />7/27/2010<br />
    3. 3. Is social media working for health care?<br />The WHO used Twitter to communicate, research, and monitor the H1N1 pandemic.<br />Clinicians are joining Sermo and Ozmosis.<br />Patients are using Diabetic Connect, Daily Strength, and PatientsLikeMe.<br />American Well has developed an online care system.<br />Organized Wisdom is using Twitter to become a health information search engine.<br />More money was raised for Haiti in days than during the Indian Ocean tsunami in weeks.<br />According to HSC provider reputation was more important than a doctor’s recommendations.<br />3<br />Strategic Social Media for Health Care<br />7/27/2010<br />
    4. 4. How prevalent is social media in US hospitals?<br />4<br />7/27/2010<br />Strategic Social Media for Health Care<br />
    5. 5. How prevalent is social media in US hospitals?<br />5<br />7/27/2010<br />Strategic Social Media for Health Care<br />
    6. 6. Does social media work for CUMC?<br />6<br />Strategic Social Media for Health Care<br />7/27/2010<br />
    7. 7. Why is strategy important?<br />What is the message of your social media project?<br />How is social media justified to management? Is there an ROE?<br />Who is going to generate the content & monitor pages?<br />What are the employee policies regarding social media?<br />What happens when an issue, crisis or legal conundrum occurs?<br />7<br />Strategic Social Media for Health Care<br />7/27/2010<br />
    8. 8. Social Media Mindset<br />8<br />Strategic Social Media for Health Care<br />7/27/2010<br />
    9. 9. 1. Determine 1st Program<br />Inventory marketing & communication programs.<br />Inventory assets & touch points used in marketing and communication programs.<br />Determine an area where a program can be initiated.<br />Define objectives, goals, policies, procedures and budget.<br />9<br />Strategic Social Media for Health Care<br />7/27/2010<br />
    10. 10. 2. Listen<br />Google Alerts<br />Blog Pulse<br />Buzz Metrics<br />Surveys<br />Social Mention<br />Radian 6<br />Cymfony<br />Jive<br />Viral Heat<br />Tattler<br />How to Build Your Own Social Media Monitoring Service (@webmetricsguru)<br />Photo Courtesy Banion1964<br />10<br />Strategic Social Media for Health Care<br />7/27/2010<br />
    11. 11. Guidelines & Practices<br />Goals & Metrics<br />Research best practices<br />Develop procedures <br />Write up social media policy & guidelines<br />Determine content strategy<br />Look at current web analytic measures. <br />Determine what metrics are available from SM tools.<br />Set measurable goals to be achieved from SM program.<br />Setup new metrics gathering programs as required and incorporate into overall analytics.<br />Start a system to track referrals from the get-go.<br />3. Prepare<br />11<br />Strategic Social Media for Health Care<br />7/27/2010<br />
    12. 12. 4. Engage<br />Wordpress (Blogs)<br />HootSuite<br />Sendible<br />Radian6<br />TweetDeck<br /><br />KickApps<br />LiveWorld<br />APIs<br />Graphic Courtesy Social Media University Global<br />12<br />Strategic Social Media for Health Care<br />7/27/2010<br />
    13. 13. 4. Engage<br />Start with basic platforms and grow.<br />Prime fans and followers from current subscribers,<br />Place links on all collateral,<br />Create an editorial calendar.<br />Search for outside content to post.<br />Develop internal communication channels.<br />Monitor responses for follow-up.<br />Educate and collaborate with other departments and constituents.<br />13<br />Strategic Social Media for Health Care<br />7/27/2010<br />
    14. 14. 5. Convert<br />Photo Courtesy Search Engine People<br />14<br />Strategic Social Media for Health Care<br />7/27/2010<br />
    15. 15. Web Site Goals<br />comments<br />recommendations<br />retweets<br />forwards<br />links<br />likes<br />mentions<br />interactions<br />leads<br />page views<br />subscribers<br />time on site<br />bounce rate<br />6. Measure Successes<br />Engagement<br />15<br />Strategic Social Media for Health Care<br />7/27/2010<br />
    16. 16. Why is content strategy important?<br /><ul><li>New requirements for even more content.
    17. 17. Content may need to be developed differently.
    18. 18. Social media doesn’t always scale.
    19. 19. Content is distributed across different formats.</li></ul>16<br />Strategic Social Media for Health Care<br />7/27/2010<br />
    20. 20. <ul><li>New requirements place a higher liability on organizations and individuals.
    21. 21. Easier for clinicians and employees to release information.
    22. 22. Good relationships can change.
    23. 23. Legal Department has to adjust to new situation.</li></ul>Why is HIPAA important to strategy?<br />17<br />Strategic Social Media for Health Care<br />7/27/2010<br />
    24. 24. What’s Hot?<br />18<br />Blogs<br />Facebook<br />Twitter<br />You Tube<br />Yahoo! Groups, <br />Google Health,<br />Web MD Health Exchange<br />Care Pages<br /><br />Twice as many people search rather than ask friends.<br />PatientsLikeMe – 37,000 members growing 10% per month<br />60% to 70% Internet users search for health information.<br />75% of Forrester Creators share health information<br />66% doctors think online communication will increase in next 18 months.<br />7/27/2010<br />Strategic Social Media for Health Care<br />
    25. 25. What’s Not? …..But warming up<br />19<br />Physician Social Networks: <br />Ozmosis<br />Sermo<br />Medscape Physician Connect <br />Physician Rating Sites: <br />Angie’s List <br />Yelp<br />RateMDs<br />Healthgrades<br />UCompareHealth (About)<br />CME<br />LinkedIn CME Group<br />Sermo, Ozmosis and Mescape Physician Connect are the 3 largest physician social networks.<br />Sermo and Physicians Connect has over 100,000 members.<br />Sermo conducts online physician focus groups ranging from $10,000 to $16,000.<br />Angie’s List has 150 health care categories with 10,000 monthly reviews.<br />50% of CME providers use social media<br />7/27/2010<br />Strategic Social Media for Health Care<br />
    26. 26. Points to Ponder<br />90% of hospitals want to acquire new patients with social media. This will take time.<br />Monitor and listen to feedback, if nothing else. <br />Incorporate social media into training, internal communication and hiring. <br />If something bad happens, start at “ground zero”.<br />20<br />Strategic Social Media for Health Care<br />7/27/2010<br />
    27. 27. Bradley W. JoblingSocial Media ManagerColumbia University Department of<br />21<br />