Web 2.0 In Health Care

John Sharp, MSSA, PMP Manager, Research Informatics Quantitative Health Sciences Cleveland Clinic Blog: http://ehealth.johnwsharp.com Emerging Trends & Opportunities for Healthcare Organizations to Leverage Web 2.0

Improve care self-management using Web 2.0 strategies & resources
Analyze the impact of Web 2.0 on healthcare stakeholders
Leverage Web 2.0 content to drive traffic to your site and customers to your facility
Explore the return on investment for these technologies

Introduction to Web 2.0
Self-care management
Personal Health Records
Consumer-directed healthcare
Hybrid sites
Physician/provider tools
Recruitment
Enterprise 2.0
Return on Investment
Where to start

Core Principles of Web 2.0
The Web as Platform
You control your own data
Services, not packaged software
Architecture of participation
Cost-effective scalability
Remixable data source and data transformation
Harnessing collective intelligence
O’Reilly.com

Blogs – own content
Wiki – participatory content
Google, Gmail, maps, Ajax – enriching the user experience
Social networking - MySpace
Photo sharing, tagging - Flickr, del.icio.us
Video, tagging, social network – Youtube
Podcasting
RSS – Real Simple Syndication – subscribing to the you want content

From Web 2.0 to Health 2.0
First Health 2.0 conference – Sept. 2007
Application of Web 2.0 tools to health care, especially consumers
Social networks for those with the same condition
Blogs to record their experiences
Vertical search – healthcare-specific
Consumer Driven Healthcare
Hospital and provider ratings

Is Web 2.0 appeal to a limited demographic?
Web 2.0 more popular with 18-25 year olds
Facebook member growth from those over 35
Social networks for seniors
Popularity of genealogy (ancestry.com) and photo sharing among older adults
Most common Healthcare consumers often in the 45 and over

The Real Value of Web 2.0
In Health Care
Self-care management
Consumer-directed health care
Recruitment
Physician/Provider networking
Transparency

Selfcare Management - Health 2.0

PatientsLikeMe.com - Detail on condition Progression Rate

Health Care Blogs – Patients

Health Care Blogs - Physicians

Health-specific Search Engines
Focus on vetted healthcare content
Try to address the problem of a Google search results of 37,500,000 or more
Have extra tools which add value
Health content
Blogs
News
Drug lookup

Vertical Search – Healia.com

Search features – Healia.com
More general, more specific
Filter results

Search – Healthline.com

Health Experts – Value Add Healthline.com

Personal Stories - Cancer Survivors Network

Consumer-Directed Healthcare
Finding affordable health insurance
Finding providers – cost and quality
Finding testing by mail

Insurance and Providers

Shopping for Care Packages Minneapolis/St. Paul

Consumer Genomics 23andme.com Google Spinoff

Video and Podcast

Cleveland Clinic Healthedge Podcasts

Personal Health Records 100,000 users

Google Health From PHR

Hybrid Sites – combine traditional features with Web 2.0 tools
Traditional/vetted health content
Health tools
Videos, podcasts
Health news
Allows comments and ratings on all of the above
Blogs, personal websites
Example – Revolution Health

RevolutionHealth.com

Looking For Partnerships

Physician/Provider Tools For physicians only, provides profile, publications, clinical trials, and connections with others.

Physician Social Networks Share Cases

Physician Social Networks
Great potential for knowledge sharing, solving rare cases
Limited to physicians only – allows for more openness
Time challenge for physicians
Opportunity to get referrals
Based on profile
Based on publications
Based on clinical trials, research interests

Web 2.0 and Recruitment
LinkedIn.com as an online business networking and resume
Nursing social networking sites as potential recruitment tools
Creating a blog, such as, a day in the life of a nurse at our hospital
Facebook and MySpace – pros and cons – appeal to future generations?

Recruitment
LinkedIn.com
Profile
Connections
Online contacts
Make new connection - introduced through those you know
Recruiters searching for managers, consultants

Enterprise 2.0
Using Web 2.0 tools within your organization
Healthcare is collaborative, so Web 2.0 especially social networking should fit
However, healthcare is also conservative, risk adverse
Where is the value – knowledge sharing, internal transparency, empower employees

Enterprise 2.0 – CEO Blog
Topics
health and wellness
Community Outreach
Smoking Cessation
Medical Innovation

Enterprise 2.0 – Wikis for knowledge sharing

Return on Investment
Difficult to calculate
More traffic to your website
New patients – what are they worth?
Nurse Recruitment – value of one candidate
Clinical trial referrals
Enhancing organization’s reputation
Enhancing employee communication

What it takes
Strategy – how does it fit into your Web and new customer strategy
Staffing – Marketing, IT, executive sponsor
Use free Web 2.0 tools – YouTube, Blogger, etc.
Install your own tools – minimal expense but need IT involvement
Monitoring ROI – web traffic, monitoring, approving comments, new patients/customers into your CRM system
Partnerships with existing Health 2.0 sites

Your Next Steps
Try an RSS feed for Health news
Signup for a social network related to healthcare – revolution health, other
Start a blog or comment on someone else’s blog
Consider how to develop virtual focus group
How can these tools enhance your organization’s reputation? Transparency, cutting edge, interested in customer opinions

Health 2.0 Conference Home of the Startups

Questions

Join Us at the 13 th Annual Health Management Congress
July 22-24, 2008, Lake Buena Vista, Florida
Receive a 20% discount to Health Management Congress
Use priority code WEBINAR when you register
www.healthmanagementcongress.com

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Web 2.0 In Health Care

by John Sharp on Jul 01, 2008

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