Social Media in Health Care - Engagement
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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