From J. Boye Conference in Philadelphia, May 2010

2. 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

3. 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.

4. 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

5. Social Media in Healthcare l May 6, 2010 l 5 Cleveland Clinic

7. Nation’s #1 heart program

9. 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

10. Social Media in Healthcare l May 6, 2010 l 9 ClevelandClinic.org

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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!

17. Social Media in Healthcare l May 6, 2010 l 16 Twitter

18. Social Media in Healthcare l May 6, 2010 l 17 LinkedIn – for Recruitment

19. Social Media in Healthcare l May 6, 2010 l 18 YouTube Channel

20. Social Media in Healthcare l May 6, 2010 l 19 Presenting…ClevelandClinicMobilem.clevelandclinic.org

21. 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

23. @ClevClinicHeart

24. @CleveClinic_CME

26. 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

27. 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

28. 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

29. 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

31. 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

32. 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

33. Social Media in Healthcare l May 6, 2010 l 30 card.ly/JohnSharp