Why social media? 165 million Americans using social networks by 2014 57% of 55-64 year olds 28% 65 or older 142 million read blogs by 2013 One third of female social networkers check Facebook first thing in the morning!
Pew Internet Research Susannah Fox YouTube video “You can’t control the conversation, but you can be a part of it.”
What is social media? Conversation, not a lecture Extension of everyday interaction Group driven, not top-down Messy, disorganized, hard to control Tool, not a strategy or end-point Where patients and employees spend time--Source: Ed Bennett
What is social media? People doing what people do:
Talking Arguing Sharing Connecting Creating with --Source: Ed Bennett
Pet Internet Research Pew Internet’s research consistently shows that doctors, nurses, and other health professionals continue to be the first choice for most people with health concerns, but online resources, including advice from peers, are a significant source of health information in the U.S. As broadband and mobile access spreads, more people have the ability – and increasingly, the habit – of sharing what they are doing or thinking. In health care this translates to people tracking their workout routines, posting reviews of their medical treatments, and raising awareness about certain health conditions. One in four internet users living with a chronic condition say they have gone online to find other people who share similar health concerns, for example.
Healthcare reform Ties what health-care providers are paid to health of patients Hospitals lose $ for frequent readmissions Share in savings for keeping patients healthy and out of hospital “Patient engagement in improving their own health is critical to reducing health-care costs.” --Cathy Levine, Universal Health Care Action Network of Ohio
Catholic Health Partners social media strategy Largest health system in Ohio Mercy (Toledo, Cincinnati, Lorian, Tiffin… ) Community Mercy (Springfield, Urbana…) Humility of Mary (Youngstown, Boardman…) St. Rita’s (Lima) Also in Kentucky, Tennessee
Elements of Catholic Health Partners social media strategy
Listening – A virtual “focus group”
Monitoring and responding – Thanking supporters, heading off rumors, offering valuable insights