Digital Customer in Health Care

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Web 2.0 in Health Care as a disruptive technology.

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Digital Customer in Health Care

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  2. <ul><li>Introduce Web 2.0 in health care and the basic toolset </li></ul><ul><li>Discuss the disruptive nature and value of Web 2.0 for health care organizations </li></ul><ul><li>Your online reputation </li></ul><ul><li>Strategies – where to start </li></ul>Quick Take Aways
  3. <ul><li>Blogs and Microblogging – own content </li></ul><ul><li>Wiki – participatory content </li></ul><ul><li>Google, Gmail, maps– enriching the user experience </li></ul><ul><li>Social networking - Facebook </li></ul><ul><li>Flickr, delicious – photo sharing, tagging </li></ul><ul><li>YouTube – video, tagging, viral videos </li></ul><ul><li>Virtual Worlds – Second Life </li></ul>
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  5. <ul><li>Web publishing platform </li></ul><ul><li>Typically a single owner </li></ul><ul><li>Utilized to convey information and express opinions </li></ul><ul><li>Diary like – monthly calendar indicating days with entries </li></ul><ul><li>Comments usually encouraged </li></ul><ul><li>RSS – how to subscribe </li></ul>
  6. Hospital CEO Blog
  7. <ul><li>133 million blogs </li></ul><ul><li>900,000 blog posts every 24 hours </li></ul><ul><li>More than four in five bloggers post product or brand reviews </li></ul>
  8. Hospital Consumer-Facing blog
  9. <ul><li>What are others saying about you? </li></ul><ul><li>Google News </li></ul><ul><li>Blogs </li></ul><ul><li>YouTube </li></ul>RSS – Really Simple Syndication RSS to Monitor Content
  10. RSS from a Blogs/Videos Using iGoogle
  11. Hospital and Physician Rating Sites <ul><li>Part of Consumer Directed Health Care </li></ul><ul><li>www.angieslist.com </li></ul><ul><li>www.ratemds.com </li></ul><ul><li>www.healthgrades.com </li></ul><ul><li>Free Hospital Ratings </li></ul><ul><li>Find comprehensive quality reports on hospitals in your area including: </li></ul><ul><li>Extensive information on relevant procedures and medical conditions </li></ul><ul><li>Average length of stay </li></ul><ul><li>Price comparisons to financially plan for your healthcare </li></ul>
  12. Microblogging – Twitter <ul><li>Between texting and blogging </li></ul><ul><li>Limited to 140 characters </li></ul><ul><li>Persistent awareness </li></ul><ul><li>Business uses – immediate communication </li></ul>
  13. Hospital Press Release Twitter Account
  14. Healthcare uses of Twitter <ul><li>Press releases </li></ul><ul><li>Emergency communication – MD Anderson during hurricane </li></ul><ul><li>Personal Health diary </li></ul><ul><li>Weight Management support </li></ul><ul><li>Daily Health tips </li></ul><ul><li>Brainstorming </li></ul><ul><li>Updating families during procedures </li></ul>
  15. <ul><li>MySpace, Facebook, LinkedIn </li></ul><ul><li>Like a personal web page with links to “friends” </li></ul><ul><li>For patients – development of condition-related communities – opportunity for disease management? </li></ul><ul><li>“ One-third of all online type 2 diabetes patients are using Health 2.0 sources “ </li></ul><ul><li>Social Networking for business - LinkedIn </li></ul>Web 2.0 in Health Care
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  17. Monitoring ALS progression Functional Rating Scale Forced Vital Capacity PatientsLikeMe
  18. <ul><li>Virtual World – many companies have built businesses in Second Life </li></ul><ul><li>Appeal mostly to younger demographic, esp. gamers </li></ul><ul><li>Potential for education of medical professionals and consumer health promotion </li></ul>
  19. Use of Social Media for Better Health <ul><li>Use social media to stick to goals </li></ul><ul><li>Research healthy habits and techniques </li></ul><ul><li>Utilize social groups for support  </li></ul><ul><li>Track progress </li></ul><ul><li>Help others achieve better health </li></ul><ul><li>ericbrodysblog.com </li></ul>
  20. Social Networking for Physicians Featured communities
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  22. Google Health as a Disruptive Model User Generated Health Care
  23. Enterprise 2.0 <ul><li>Using Web 2.0 within your organization </li></ul><ul><li>Examples </li></ul><ul><ul><li>Social networking to encourage cross-department collaboration, innovation </li></ul></ul><ul><ul><li>Wikis as a reference tool </li></ul></ul><ul><ul><li>CEO blog for employee communications </li></ul></ul>
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  25. <ul><li>Growth of Blogs slowing </li></ul><ul><li>Twitter, Microblogging growing </li></ul><ul><li>Videos growing faster than podcasting </li></ul><ul><li>Healthcare adoption growing – patients, providers and payers </li></ul><ul><li>New Health 2.0 companies emerging Last conference sold out at 1000 attendees </li></ul><ul><li>Demographics – was 18-30, now “graying” </li></ul>Trends in Web 2.0
  26. http://ebennett.org/stats/
  27. Consider the Healthcare Consumer <ul><li>Best Bets </li></ul><ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>Video channel, podcasting </li></ul><ul><li>Less Value? </li></ul><ul><li>Facebook </li></ul><ul><li>Second Life </li></ul>
  28. <ul><li>Develop a working group on Web 2.0 </li></ul><ul><li>Integrate into marketing, communications strategy </li></ul><ul><li>Develop a policy or guidelines which </li></ul><ul><ul><li>Encourages employees and customers to create content </li></ul></ul><ul><ul><li>Establish parameters for that content </li></ul></ul><ul><li>Coordinate with IT </li></ul>
  29. Developing a Strategy - Integrate with marketing strategy <ul><ul><li>How will it strengthen your brand, your online reputation? </li></ul></ul><ul><ul><li>Establish a presence </li></ul></ul><ul><ul><ul><li>YouTube Channel </li></ul></ul></ul><ul><ul><ul><li>Twitter Account(s) </li></ul></ul></ul><ul><ul><ul><li>Facebook group? </li></ul></ul></ul><ul><ul><ul><li>Expert Blog </li></ul></ul></ul><ul><ul><ul><li>RSS feeds consolidated </li></ul></ul></ul><ul><ul><ul><li>Sharing tools – Delicious, Digg, etc. </li></ul></ul></ul>
  30. Developing a Strategy - Experiment <ul><li>LinkedIn or social network for nurse recruitment </li></ul><ul><li>Executive blog for employee communication </li></ul><ul><li>Social Network for physician alumni </li></ul><ul><li>Video channel on YouTube – create a viral video </li></ul><ul><li>Twitter for CME promotion </li></ul><ul><li>Send press releases, interview offers to bloggers with solid reputations </li></ul><ul><li>Twitter from the OR? Henry Ford Hospital </li></ul><ul><li>Twitter account for communicating with press </li></ul>
  31. Using Twitter for Press Communication <ul><li>Create a unique Twitter account </li></ul><ul><li>Secure updates: In the setup, select, Protect My Updates – this allows some protection from others seeing your updates </li></ul><ul><li>Invite specific press contacts to request your updates </li></ul><ul><li>Do not accept requests to follow from people you do not recognize </li></ul><ul><li>Start posting updates with links on a daily basis to keep the press engaged </li></ul><ul><li>Include embargoed items? </li></ul>
  32. Return on Investment - Partnerships <ul><li>Consumer social networks – new patients </li></ul><ul><li>Scientific/Research communities - collaboration </li></ul><ul><li>Physician/provider social networks - referrals </li></ul><ul><li>Nursing social networks – recruitment </li></ul>
  33. Blog: ehealth.johnwsharp.com Bookmarks: delicious.com/johnsharp/HIMSS2009

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