The Digital Consumer: Web 2.0 Roadmap for Healthcare Organizations

John Sharp, MSSA, PMP April 16, 2009 CC Attribution license Digital Consumer April 16, 2009

 How is Web 2.0 different?  Tool Set  Best Practices  First Steps – claim your brand  Monitor your brand  Enterprise 2.0  Return on Investment/Impact  Minimizing Risk Digital Consumer April 16, 2009

 Architecture of participation ◦ Tim O’Reilly  User generated Health Care ◦ Matthew Holt Digital Consumer April 16, 2009

Digital Consumer April 16, 2009

Why Participate in Web 2.0? The best companies are the best collaborators. The next layers of value creation are becoming so complex that no single firm or department is going to be able to master them alone. Digital Consumer April 16, 2009

McKinsey Quarterly Six ways to make Web 2.0 work Digital Consumer April 16, 2009

 Blogs and Microblogging – own content  Wiki – participatory content  Google, Gmail, maps, Ajax – enriching the user experience  Social networking - Facebook  Photo sharing, tagging - Flickr, delicious  YouTube – video, tagging, viral videos  Virtual Worlds – Second Life Digital Consumer April 16, 2009

 133 million blogs  900,000 blog posts every 24 hours  More than four in five bloggers post product or brand reviews Digital Consumer April 16, 2009

Example - Hospital CEO Blog Digital Consumer April 16, 2009

 Between texting and blogging  Limited to 140 characters  Persistent awareness, ambient intimacy  Business uses – immediate communication Digital Consumer April 16, 2009 13

Digital Consumer April 16, 2009 14

 Fargo, SD – recent flood  Innova Health used their blog and Twitter for emergency communications to the media and public  Reduced phone calls to call in center  CEO pledged commitment to rebuilding the community  Recognized employees who worked through the crisis  Also, MD Anderson during hurricane Digital Consumer April 16, 2009 16

 Press releases  Emergency communication  Personal Health diary  Weight Management support  Daily Health tips  Brainstorming  Updating families during procedures --------------------------  What are you doing? Digital Consumer April 16, 2009 17

 Reference Tool , collaborative contributions  50 now cataloged  ClinInfoWiki.org  AskDrWiki.com  Medical info in Wikipedia – accurate?  Medpedia – creating vetted health information, but slow to create articles Digital Consumer April 16, 2009 18

Myocardial Infarction during Pregnancy From Ask Dr Wiki Contents 1 Overview 2 Pathophysiology 3 Diagnosis 4 Drugs Digital Consumer April 16, 2009 19

This article needs additional citations... Digital Consumer April 16, 2009 21

 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 Digital Consumer April 16, 2009 22

Functional Rating PatientsLikeMe Scale Monitoring ALS progression Forced Vital Capacity Digital Consumer April 16, 2009 24

Features Wisdom Cards Advertising dependent Digital Consumer April 16, 2009 25

Communities built around a health search tool Digital Consumer April 16, 2009 26

 RevolutionHealth.com – Steve Case  Utilizes health information from Mayo, Cleveland Clinic, Harvard  But allows users to comment on health information, experience with providers and hospitals  Users can create blogs  Driven by Consumer-Directed Healthcare Digital Consumer April 16, 2009 27

 Virtual World – many companies have built businesses in Second Life  Appeal mostly to younger demographic, esp. gamer  Potential for education of medical professionals and consumer health promotion Digital Consumer April 16, 2009 29

Featured Communities Digital Consumer April 16, 2009 30

•Network your way to a new nursing job •Find friends and former nursing colleagues •Rate and review top hospitals, schools and more •Get advice and career tips •Search jobs in your favorite cities Digital Consumer April 16, 2009 31

 Limitations ◦ Time ◦ Unclear Value ◦ Privacy for patients and professionals  Benefits  Expanding professional networks  Extending relationships developed at national meetings  Research collaborations  Recruitment Digital Consumer April 16, 2009 33

 Google maps  ClinicalTrials.gov  Photos – Flickr  Pubmed articles  Videos  flu epidemic  Products  SEER data from NCI  Books – Amazon  Health dispericies  Population data  Anything tagged  Any data source Digital Consumer April 16, 2009 34

 Google Health  Microsoft Health Vault  Dossia  Give control to the consumer over their health information Digital Consumer April 16, 2009 36

 Organize your health information, with everything in one place  Simplify your life: enter health info once, use it in many ways  Gain insight with data that helps you make informed decisions  Connect with medical devices – blood glucose monitors, weight scales, blood pressure monitors Digital Consumer April 16, 2009 38

Employee Sponsored PHR Founders: Walmart, AT&T, Cardinal Health, Intel… Digital Consumer April 16, 2009 39

 Using Web 2.0 within your organization  Social networking to encourage cross- department collaboration, innovation  Wellness social network  Wikis as a reference tool  CEO blog for employee communications Digital Consumer April 16, 2009 40

 Monitor what people are saying about you  Manage your online reputation  Enter cautiously  If you launch a blog, require that comments be approved before posting  Think about a tagging strategy which will enhance your brand  Consider Web 2.0 a new tool set, not a solution looking for a problem  To block or not to block from work site? Digital Consumer April 16, 2009 41

 Develop a strategy  Claim your brand in the Web 2.0 world  Monitor your brand  Experiment  Explore  partnerships Digital Consumer April 16, 2009 42

 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. Digital Consumer April 16, 2009 43

 RSS feeds for news, blogs, videos  TweetDeck, FriendFeed for monitoring Twitter, Facebook  Monitor blog comments  Find rogue sites  Monitor rating sites  www.angieslist.com  www.ratemds.com  www.healthgrades.com Digital Consumer April 16, 2009 44

 LinkedIn or social network for nurse recruitment  Executive blog for employee communication  Social Network for physician alumni  Video channel on YouTube  Twitter for CME promotion  Send press releases, interview offers to bloggers with solid reputations  Twitter from the OR? Henry Ford Hospital  Special Twitter account for communicating with press contacts Digital Consumer April 16, 2009 45

 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? Digital Consumer April 16, 2009 46

 Consumer social networks – new patients  Scientific/Research communities - collaboration  Physician/provider social networks - referrals  Nursing social networks – recruitment  Develop criteria to assess partners Digital Consumer April 16, 2009 47

 Test The Waters  Set Modest Expectations  Don’t Let Fear Strangle Growth  Resist Exclusivity  Don’t Forget About Search TransUnion: an estimated $2.5 million in savings in less than five months while spending about $50,000 on a social networking platform. Digital Consumer April 16, 2009 48

Wikis, blogs, profiles, and SharePoint communities Wikis, blogs, profiles, socia l bookmarks, and microblogging Wikis, blogs, profiles, grou ps and communities, social analytics, and more Digital Consumer April 16, 2009 49

 Soft ◦ Transparency ◦ Brand enhancement ◦ Worker efficiency, networking, satisfaction (Ygen)  Hard ◦ Drive web traffic to website, events, announcements ◦ Recruitment ◦ Wellness – employees and patients ◦ Physician referrals, CME attendance ◦ Clinical trial recruitment Digital Consumer April 16, 2009 50

Blog: ehealth.johnwsharp.com Bookmarks: delicious.com/johnsharp/HIMSS2009 Digital Consumer April 16, 2009 51

The Digital Consumer: Web 2.0 Roadmap for Healthcare Organizations

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