Leveraging Social Media and Health IT for Patient Engagement

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

Patient Experience Begins LongBefore You Take My Temperature 2

This Changes Everything! EMR microsites Mobile apps website intranet 3

Each Social MediaChannel is Different

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

US Hospitals on Social Media

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. 9

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 10

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

Understanding the Consumer Decision Process

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!

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 14

Patient Wants Patient Needs Information Medical Care Support Resources Access Knowledge Validation UnderstandingTransparency Quality Service Assurance

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.”

Building Patient Relationships“Patients are coming tothe office better preparedand more knowledgeableabout their health.” 17

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

Patient Education Channels are Popular 19

EMRs and Patient Portals

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

Patients are Tweeting about Their Experiences twitter.com/Scrippshealth

People Learn about Treatments and Where to Go

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

“Social networks are changing the way many patients arebecoming engaged with their own healthcare. I think it isparticularly important for patients who struggle with chronicdiseases, or patients who are elderly or isolated.We are seeing an uptick I the number of elderly people who arejoining Facebook, and some senior organizations areencouraging it to combat loneliness and isolation.”Caitlin Y. Lorincz, Global Institute for Emerging Healthcare Practices 26

Patients and Families Share the Good Stories

And They Also Share the Bad Ones Angie’s List Yelp Google Places 28

Social Media is a Platform for Advocating Change

And for Crisis Communications

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

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

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. 33

Concerns Privacy and liability issues Maintaining appropriate patient-physician boundaries Separating personal and professional online content Information vs. personal medical advice Time and resources 34

What Does it Take to Do it Right? Authenticity Trust Relevance Real-time monitoring Engagement Investment in building relationships

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 36

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Leveraging Social Media and Health IT for Patient Engagement

by Karen Corrigan

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Leveraging Social Media and Health IT for Patient Engagement Presentation Transcript