How are healthcare organizations using social media and health IT to reach and influence patients in the right time and the right place with the right information? This presentation was presented at the TCC/EVMS Health IT Conference in Virginia Beach in March 2012.

1. Leveraging Health IT and Social Media for
Consumer Engagement and Safety
Karen Corrigan
Corrigan Partners LLC
@karencorrigan
karen@corriganpartners.com

2. Patient Experience Begins Long
Before You Take My Temperature
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3. This Changes Everything!
EMR
microsites
Mobile apps website
intranet
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5. Each Social Media
Channel is Different

6. Social Media by the Numbers
• 800 M users
• 50% active daily
• Connect on average with 80 groups and events
• 106 M users
• 27% active daily
• 67% who follow a brand purchase that brand
• 3 Billion views per day
• 48 hours of video uploaded every minute
• 17M connect YouTube to other SM accounts
• 120 M members
• 1 M new members each week
• 1.36 million users daily
• User spends 98 minutes per month
Source: Platform FAQs

8. US Hospitals on Social Media

9. Integrating Virtual and Real World Experiences
Consumers today no longer have purely offline
or online experiences but weave technology
through nearly every point of contemplation,
purchasing and use of products and services.
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10. Patients’ Online World of Searching & Sharing Information
 80% of internet users have looked online The % of internet users who have looked online
for information about
for information about any of 15 health 66 Specific disease or medical problem
topics such as a specific disease or 56 Certain medical treatment or procedure
treatment. This translates to 59% of all 47 Information about doctors
adults. 36 Hospitals or other medical facilities
 34% of internet users have read someone 33 Health insurance
else’s commentary or experience about 29 Food safety or recalls
health or medical issues on an online 24 Drug safety or recalls
news group, website, or blog. 22 Environmental health hazards
19 Pregnancy and childbirth
 47% looked for information about a 17 Memory loss, dementia or Alzheimer’s
doctor. 16 Medical test results
 16% have consulted online rankings or 14 How to manage chronic pain
reviews of doctors or other providers. 12 Long-term care for an elderly or disabled
80 At least one of the above topics
 30% have health apps on phone. Source: Pew Internet and American Life Project
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11. Women and Social Media
 90% of moms are online as compared to 76% of women in general
 33% of women research products and services online before purchasing
 43% follow brands on social sites and most use Facebook to do so
 80% of healthcare decisions are made by women
 85% of all purchases are made by women
 46 million use social sites “several times per day”
 57% of social networkers are women
Women spend 7.9 hours per
month on social sites – 30% more
time than men.
Sources: Edison Research Multimedia Study 2011;
Comcast 2011 Social Report; TNW Social Media ;
Business Insider

12. Understanding the Consumer Decision Process

13. Content is Strategy, not just Promotion
Content starts as a mindset…
Success requires a thorough
produces communication…
understanding of how
consumers discover,
consume and share
which spark conversation…
information on-line; and the
role of search and social
interaction across the
that culminate in relationships…
decision cycle.
that create loyal fans!

14. Mapping Patient Wants and Needs to Content and Channels
Decision Cycle Provider Goals Keywords Social Topics Content Channels
Awareness • Stimulate
demand
Interest • Drive
preference
Consideration • Differentiate
Patient Needs brand/offer
• Primary care physician Trial • Customer
• Health Information and advice acquisition
• Routine screenings • Customer
Retention
• Convenient care when ill satisfaction
• Chronic care management
Advocacy • Brand
• Self care support commitment
• Caregiving support
Content Strategy Map ©Corrigan Partners
CREATE
CURATE
INFLUENCE
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15. Patient Wants Patient Needs
Information Medical Care
Support Resources
Access Knowledge
Validation Understanding
Transparency Quality
Service Assurance

16. Building the Integrated Health & Social Eco-System
Resources
Medical
Treatment
Record
Social
Support
Diagnosis Monitor
Health
Caregiver
Support Other
• 52 years old
• Breast cancer
“Fighting breast cancer is a
24/7 job. Treatment doesn’t
just happen in the clinic.”

17. Building Patient Relationships
“Patients are coming to
the office better prepared
and more knowledgeable
about their health.”
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18. Seattle Mama Doc – Engaging Patients Daily
“My patients only get 20 minutes with
me each year. It is my ethical obligation
to be online.”
Wendy Sue Swanson, MD aka @SeattleMamaDoc
 Blogging since 2009
 Twitter – 7,472 Followers

19. Patient Education Channels are Popular
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21. EMRs and Patient Portals

22. Apps and More Apps!
Up 78% since 2010
• Health information
• Personal health management
• Wellness
• Healthcare
• Access

23. Patients are Tweeting about Their Experiences
twitter.com/Scrippshealth

24. People Learn about Treatments and Where to Go

25. And Join Support Groups for All Types of Health Needs
Source: Ed Bennett, Mayo Ragan Social Media Conference, October 2011

26. “Social networks are changing the way many patients are
becoming engaged with their own healthcare. I think it is
particularly important for patients who struggle with chronic
diseases, or patients who are elderly or isolated.
We are seeing an uptick I the number of elderly people who are
joining Facebook, and some senior organizations are
encouraging it to combat loneliness and isolation.”
Caitlin Y. Lorincz, Global Institute for Emerging Healthcare Practices
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27. Patients and Families Share the Good Stories

28. And They Also Share the Bad Ones
 Angie’s List
 Yelp
 Google Places
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29. Social Media is a Platform for Advocating Change

30. And for Crisis Communications

31. Adapted from http://costaricacloseup.com/designstudios/

32. How Can We Use Social?
• Consumer Marketing
• Customer Engagement
• Provider Engagement
• Patient Care
• Health Management
• Brand Building

33. Advantages
 Providers using social media are able to disseminate accurate,
real-time medical information from reliable sources and
address misleading claims.
 Social media supports a variety of formats to educate patients
and the public, including podcasts, videos, industry news, and
interviews.
 Social media gives providers a means to “humanize” their
identities, as well as to share personal insights.
 Providers who have an online presence are able to engage
patients and prospective patients in a world where they are
already actively involved.
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34. Concerns
 Privacy and liability issues
 Maintaining appropriate patient-physician boundaries
 Separating personal and professional online content
 Information vs. personal medical advice
 Time and resources
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35. What Does it Take to Do it Right?
 Authenticity
 Trust
 Relevance
 Real-time monitoring
 Engagement
 Investment in building relationships

36. Create a Meaningful Experience for Patients
 Use multiple digital channels
CRM
 Leverage the investment in EMRs
 Tap into emerging technologies
 Personalize the experience
 Empower patients to take
ownership of their healthcare
 Inform
 Connect Personalization
Source: Sentara Healthcare
 Engage
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