Digital Customer in Health Care

Introduce Web 2.0 in health care and the basic toolset
Discuss the disruptive nature and value of Web 2.0 for health care organizations
Your online reputation
Strategies – where to start
Quick Take Aways

Blogs and Microblogging – own content
Wiki – participatory content
Google, Gmail, maps– enriching the user experience
Social networking - Facebook
Flickr, delicious – photo sharing, tagging
YouTube – video, tagging, viral videos
Virtual Worlds – Second Life

Web publishing platform
Typically a single owner
Utilized to convey information and express opinions
Diary like – monthly calendar indicating days with entries
Comments usually encouraged
RSS – how to subscribe

Hospital CEO Blog

133 million blogs
900,000 blog posts every 24 hours
More than four in five bloggers post product or brand reviews

Hospital Consumer-Facing blog

What are others saying about you?
Google News
Blogs
YouTube
RSS – Really Simple Syndication RSS to Monitor Content

RSS from a Blogs/Videos Using iGoogle

Hospital and Physician Rating Sites
Part of Consumer Directed Health Care
www.angieslist.com
www.ratemds.com
www.healthgrades.com
Free Hospital Ratings
Find comprehensive quality reports on hospitals in your area including:
Extensive information on relevant procedures and medical conditions
Average length of stay
Price comparisons to financially plan for your healthcare

Microblogging – Twitter
Between texting and blogging
Limited to 140 characters
Persistent awareness
Business uses – immediate communication

Hospital Press Release Twitter Account

Healthcare uses of Twitter
Press releases
Emergency communication – MD Anderson during hurricane
Personal Health diary
Weight Management support
Daily Health tips
Brainstorming
Updating families during procedures

MySpace, Facebook, LinkedIn
Like a personal web page with links to “friends”
For patients – development of condition-related communities – opportunity for disease management?
“ One-third of all online type 2 diabetes patients are using Health 2.0 sources “
Social Networking for business - LinkedIn
Web 2.0 in Health Care

Monitoring ALS progression Functional Rating Scale Forced Vital Capacity PatientsLikeMe

Virtual World – many companies have built businesses in Second Life
Appeal mostly to younger demographic, esp. gamers
Potential for education of medical professionals and consumer health promotion

Use of Social Media for Better Health
Use social media to stick to goals
Research healthy habits and techniques
Utilize social groups for support
Track progress
Help others achieve better health
ericbrodysblog.com

Social Networking for Physicians Featured communities

Google Health as a Disruptive Model User Generated Health Care

Enterprise 2.0
Using Web 2.0 within your organization
Examples
Social networking to encourage cross-department collaboration, innovation
Wikis as a reference tool
CEO blog for employee communications

Growth of Blogs slowing
Twitter, Microblogging growing
Videos growing faster than podcasting
Healthcare adoption growing – patients, providers and payers
New Health 2.0 companies emerging Last conference sold out at 1000 attendees
Demographics – was 18-30, now “graying”
Trends in Web 2.0

http://ebennett.org/stats/

Consider the Healthcare Consumer
Best Bets
Blogs
Twitter
Video channel, podcasting
Less Value?
Facebook
Second Life

Develop a working group on Web 2.0
Integrate into marketing, communications strategy
Develop a policy or guidelines which
Encourages employees and customers to create content
Establish parameters for that content
Coordinate with IT

Developing a Strategy - Integrate with marketing strategy
How will it strengthen your brand, your online reputation?
Establish a presence
YouTube Channel
Twitter Account(s)
Facebook group?
Expert Blog
RSS feeds consolidated
Sharing tools – Delicious, Digg, etc.

Developing a Strategy - Experiment
LinkedIn or social network for nurse recruitment
Executive blog for employee communication
Social Network for physician alumni
Video channel on YouTube – create a viral video
Twitter for CME promotion
Send press releases, interview offers to bloggers with solid reputations
Twitter from the OR? Henry Ford Hospital
Twitter account for communicating with press

Using Twitter for Press Communication
Create a unique Twitter account
Secure updates: In the setup, select, Protect My Updates – this allows some protection from others seeing your updates
Invite specific press contacts to request your updates
Do not accept requests to follow from people you do not recognize
Start posting updates with links on a daily basis to keep the press engaged
Include embargoed items?

Return on Investment - Partnerships
Consumer social networks – new patients
Scientific/Research communities - collaboration
Physician/provider social networks - referrals
Nursing social networks – recruitment

Blog: ehealth.johnwsharp.com Bookmarks: delicious.com/johnsharp/HIMSS2009

http://www.slideshare.net	22
http://blog.e-healthgr.com	9
http://pim.june22.eu	6
http://www.firstnavistar.com	3
http://sapelzin.blogspot.com	3
http://firstnavistar.com	2
http://skid-steer-source.com	2
http://wildfire.gigya.com	2
http://translate.googleusercontent.com	1

Digital Customer in Health Care

by John Sharp on Mar 25, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

9 Embeds 50

Statistics

Digital Customer in Health Care — Presentation Transcript