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Social Media in Health Care - Engagement
 

Social Media in Health Care - Engagement

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From J. Boye Conference in Philadelphia, May 2010

From J. Boye Conference in Philadelphia, May 2010

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    Social Media in Health Care - Engagement Social Media in Health Care - Engagement Presentation Transcript

    • Social Media in Healthcare l May 6, 2010 l 2
      About Me
      10 years in health care IT
      Currently Research Informatics Manager
      Previously in IT Web Services
      Intranet Redesign
      Initial stages of Internet site redesign
      SharePoint administration
      Now on Social Media Committee
      Speak on social media and use of EMR data in research
    • Social Media in Healthcare l May 6, 2010 l 3
      Disclosure
      Advisory Board, Within3.com
      Within3 enables that engagement by building and sustaining secure online communities for formal and informal networks of health professionals.
    • Social Media in Healthcare l May 6, 2010 l 4
      Case Study
      About Cleveland Clinic
      Social Media evolution
      How does a social media strategy fit?
      Convergence and ePatients
      Wrap and questions
    • Social Media in Healthcare l May 6, 2010 l 5
      Cleveland Clinic
    • Social Media in Healthcare l May 6, 2010 l 6
      Cleveland Clinic
      Founded in 1921
      Not-for-profit group practice
      1,800 physicians and scientists
      Innovations include:
      Firstcoronary angiography
      Development and refinement of coronary bypass surgery
      First minimally invasive aortic heart valve surgery
      First successful larynx transplant
      Discovery of first gene linked to coronary artery disease
      Statistics:
      Clinical visits: 3,062,772 ♦ Surgical cases: 231,803
      Admissions: 112,058 ♦Emergency visits: 392,042
      • 4th among nation’s 6,000 hospitals
      • Nation’s #1 heart program
      • 16 specialties ranked
    • Social Media in Healthcare l May 6, 2010 l 7
      Cleveland Clinic
      One of the US’s largest and busiest hospitals
      Case mix index highest of all hospitals
      Patients visit from 50 states and more than 100 countries annually
      Main Campus
      16 Family Health Centers in Ohio
      Cleveland Clinic Health System
      10 Community hospitals and 2 affiliate hospitals
      39,250 employees
      Nevada
      Lou Ruvo Center for Brain Health
      Florida
      Weston Clinic and hospital
      Canada
      Toronto Health and Wellness Centre
      Abu Dhabi
      Operational in 2012, multi-specialty hospital and clinic
    • Social Media in Healthcare l May 6, 2010 l 8
      Web Strategy
      Increase brand awareness regionally, nationally, internationally
      Bring in new patients
      Increase traffic to website
      Stay in the forefront in the media
      Recruit the best physicians and health care professionals
      Provide education, promote research
    • Social Media in Healthcare l May 6, 2010 l 9
      ClevelandClinic.org
    • Social Media in Healthcare l May 6, 2010 l 10
      MyConsult:
      Your First Choice for a Second Opinion
      MyChart:
      Your Personal Health Connection
      VirtualVisit:
      Patient/PhysicianInteraction Globally
      MyMonitoring:
      Ongoing Condition Reporting from Home
      eHealth Services
      Patients
      Providers
      MyPractice●Community
      MyPractice:
      Electronic Medical Record System
      eResearch:
      Research Standardization: Real Data; Real Results
      Dr.Connect:
      Improved Communication; Improved Care
    • Social Media in Healthcare l May 6, 2010 l 11
      Office of Patient Experience
      Create a unified, welcoming experience for patients and families
      Environment – from calming entry way to design of patient rooms
      Welcoming – greeters, training
      Online experience
    • Social Media in Healthcare l May 6, 2010 l 12
      Early Social Media
      Unofficial Blogs – Clinical Cases and Images for medical education
      AskDrWiki.com – medial reference (unofficial)
      Answering forum questions on MedHelp.org – Marketing initiative since 2000
      CEO blog (internal for employee communications) – July 2007
      Physician online chats – from Heart Institute - 2004
    • Social Media in Healthcare l May 6, 2010 l 13
      Early Social Media Evolution
      Value not clear to Marketing, Information Technology, Administration
      Early adopters experimenting around the edges of the organization
      Most social media blocked from employee access
      Seen as distraction from work
      Late 2008 - CMO brings together group to review value, strategy
    • Social Media in Healthcare l May 6, 2010 l 14
      How Social Media Fits Today
      2009 – CMO presents to Board, gains buy-in
      Official Social Media Launch – Feb. 2009
      Facebook – Wellness, links back to website
      Twitter – daily wellness tips, seminars, discoveries
      LinkedIn – recruitment, professional community
      YouTube – content, diseases and conditions, discoveries, patient stories
    • Social Media in Healthcare l May 6, 2010 l 15
      Open to comments
      My husband has had one conversation with a staff member at Cleveland Clinic, and I love you all already. The person he talked with was knowledgeable, professional, empathetic, and encouraging. Thank you for giving him hope after a long and difficult medical crisis. We can't wait for his surgery!
    • Social Media in Healthcare l May 6, 2010 l 16
      Twitter
    • Social Media in Healthcare l May 6, 2010 l 17
      LinkedIn – for Recruitment
    • Social Media in Healthcare l May 6, 2010 l 18
      YouTube Channel
    • Social Media in Healthcare l May 6, 2010 l 19
      Presenting…ClevelandClinicMobilem.clevelandclinic.org
    • Social Media in Healthcare l May 6, 2010 l 20
      Governance
      Social Media Committee
      About 25 from Marketing, Corporate Communications, Education, Research, an attorney
      Discuss monitoring and new initiatives
      Strategy
      Business cases for new uses of social media
    • Social Media in Healthcare l May 6, 2010 l 21
      Single Accounts or Multiple?
      Brand dilution?
      On message?
      Updated regularly?
      Different audiences?
      What is the business case?
      Twitter
      • @ClevelandClinic
      • @ClevClinicHeart
      • @CleveClinic_CME
      • @CCLRI
    • Social Media in Healthcare l May 6, 2010 l 22
      Using Social Media for Quality Improvement?
      Must define quality improvement goals
      Dealing with complaints?
      Social media as a suggestion box?
      Wait times, phone calls not returned
      On hold with the Cleveland Clinic for 10 minutes. It only took me 30 minutes to make my last appointment. #HowDoPeopleWhoWorkDealWithThis
    • Social Media in Healthcare l May 6, 2010 l 23
      Low Cost to Entry
      Return on Investment
      Soft
      Engagement – two way communication
      Telling patient stories
      Additional content channels
      Reputation, brand enhancement
      Hard
      Drive traffic to website
      Increase attendance at health lectures
      New patients making appointments
      Conversions – new patients keep appointments
      Other efficiencies
    • Social Media in Healthcare l May 6, 2010 l 24
      Social Media Risks – Real but Manageable
      Security and Privacy
      Patient information, friending patients
      Employee harassment
      Intellectual Property
      Research or proprietary information leaks
      Violating embargos, Non-disclosures
      Technical
      TinyURL – links to worms, malicious code
      Facebook and Twitter accounts being hacked
    • Social Media in Healthcare l May 6, 2010 l 25
      Employee Social Media Policy
      Don’tshare any information about patients
      Any selling or soliciting donations must be approved in advance
      Make it clear that you are posting your own opinions and not those of your employer
      Don’tpublish confidential or proprietary information
      Posting and viewing social media sites should not interfere with your work
      Post to social media sites should not contain any product or service endorsements or any content that may construed as political lobbying, solicitations or contributions
      Approved Social Media Networkers should stay within the scope of their role in posting on behalf of the organization
    • Social Media in Healthcare l May 6, 2010 l 26
      Future
      Mobile Apps – wellness, other
      Convergence of eHealth and Social Media
      Social Media strategy – taking it to the next level
      Continue to fit social media into the character of our organization
    • Social Media in Healthcare l May 6, 2010 l 27
      Wellness
      Convergence
      • Comprehensive
      Online experience
      -Interact withonline communities
      -mobile apps
      -home monitoring
      -wellness &disease prevention
      -new social mediatrends
      Health Content
      Website
      Find MD
      Second Opinion
      eHealth
      PHR
      Google Health
      Twitter
      blogs
      Social Media
      YouTube
      Facebook
    • Social Media in Healthcare l May 6, 2010 l 28
      Take Aways
      Start with the big 4
      Monitor what people are saying about you
      Open the channels of two-way communication – engagement
      Engage employees in the social media strategy
      Look for opportunities for quality improvement
    • Social Media in Healthcare l May 6, 2010 l 29
      Cleveland Clinic Social Media
      Twitter - @ClevelandClinic
      Facebook - facebook.com/ClevelandClinic
      YouTube - youtube.com/ClevelandClinic
      LinkedIn - linkedin.com/groups?gid=136543
      Website: my.clevelandclinic.org
      Mobile: m.clevelandclinic.org
    • Social Media in Healthcare l May 6, 2010 l 30
      card.ly/JohnSharp