Overcoming internal resistance proving the value of new media

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Presentation to the Q1 Productions Health Care New Media Marketing Conference on health care and social media.

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Overcoming internal resistance proving the value of new media

  1. 1. Overcoming Internal Resistance: Proving the Value of NewMedia and Gaining Leadership Buy-In<br />Ryan Squire<br />@OSUsquire<br />
  2. 2. Getting Started<br />
  3. 3. The Goal<br /> Understand the collective <br />CULTURE<br />(knowledge, experience, beliefs, values, attitudes) of our EMPLOYEES, PATIENTS and COMMUNITIES in which we operate so that we can create and <br />deliver healthcare in a way that is <br />PERSONALIZED, PREDICTIVE, PREVENTATIVE and PARTICIPATORY<br />(P4 Medicine). <br />
  4. 4. Issues<br />Source: http://www.wordle.net/<br />
  5. 5.
  6. 6. OSUMC Promise<br />“We are committed to improving people’s lives through personalized health care.”<br />
  7. 7. Access<br />
  8. 8. MedicalLandscape<br />
  9. 9. The Problem<br />Medicine has been and still is REACTIVE in nature.<br />Care is provided only after signs of illness manifest.<br />That reactive care only addresses the end effects of disease manifestation, not the root causes of disease.<br />Reactive care has created an ecosystem of:<br />uncontrollably rising costs, <br />declining levels of quality, and <br />decreasing consumer satisfaction.<br />
  10. 10. USA outspent other developed countries in health care<br />
  11. 11. Higher Spending Does Not Necessarily Lead to Higher Quality<br />Source: Baicker and Chandra (Health Affairs 2004)<br />
  12. 12. Life Expectancy<br />While much higher than developing countries, US life expectancy is lower than most developed countries. <br />Source: OECD, 2004 & Health Affairs 2002; 21(4): 99<br />
  13. 13. % Finding Difficulty in Receiving Care<br />More than 1 in 4 in the population finds accessing care difficult in the United States.<br />Commonwealth Fund Survey, 1998<br />
  14. 14. 20 Minute Meltdown of Medicine<br />“The average doctor's visit is 20 minutes, which is too short to interview a patient, record three generations of medical history, assess disease risks and chart courses of action.”<br />-Francis S. Collins<br /> 2004-geneticist, Human Genome Project<br /> 2010-director, National Institutes of Health<br />Source: WTHN: November 2004 http://www.wtnh.com/Global/story.asp?S=2536450<br />
  15. 15. Trends in Health Care – Chronic Disease<br /><ul><li>By 2025, nearly 49% of U.S. population will have one chronic disease
  16. 16. Those with chronic diseases account for 81% of hospital admissions; 91% of all prescriptions filled; and 76% of all physician visits
  17. 17. CDC estimates that chronic diseasemanagement represents 75% of all healthcare spending and responsible for 70% of deaths</li></ul>Sources: CDC, fightchronicdisease.org<br />
  18. 18. Emerging Influences<br />
  19. 19.
  20. 20. P4 Medicine<br />Image credit: http://www.47project.com/wp-content/uploads/2010/02/Caduceus-with-DNA-Helix.jpg<br />
  21. 21. Social Landscape<br />
  22. 22. Percentage<br />Source: Pew Internet and American Life Project<br />
  23. 23. Landscape<br />http://www.healthpopuli.com/2010/05/websites-first-then-doctors-support-peoples-health-care-decisions<br />
  24. 24. Landscape<br />
  25. 25. Mobile Drives Participation<br />“Further, ‘always present’ mobile access draws people into conversations about health as much as online tools enable research.”<br />Source: The Social Life of Health Information<br />
  26. 26. CreatingPolicy<br />
  27. 27. Social Media 101Control v. Influence<br />Inside your entity you have control over what employees say, share, and do with social media through the implementation of rules, policies, and enforcing behavioral standards. <br />Company time/company equipment. <br />“Remember that in the vast social media ecosystem that lies outside your company, beyond your reach, there are no set rules of behavior. You can be assailed, spoofed and blasphemed, <br /> and you have no control.” <br />“The Social Media Bible” Lon Safko and David Brake<br />
  28. 28. Key Point One<br />“Our policy is that you, the employee, may use Social Media for personal use only during non-working time and in strict compliance with all other terms of this and other Medical Center and University policies.”<br />http://www.scribd.com/document_collections/2392744<br />
  29. 29. Key Point Two<br />“Conduct that would be illegal or a violation of a Medical Center or University policy in the “offline” world would still be illegal or a violation of the policy when it occurs online.”<br />http://www.scribd.com/document_collections/2392744<br />
  30. 30. Key Point ThreeGuidelines-Philosophy<br />“This Policy requires adherence to the Social Media Participation Guidelines. The Guidelines are administered by Communications and Marketing.”<br />http://www.scribd.com/document_collections/2392744<br />
  31. 31. Key Point FourYour Touch Points<br />
  32. 32. Communicate<br />http://bit.ly/OSUMCsocialmedia<br />
  33. 33. Policy Cannot Stand Alone<br /> “You don't create a culture. Culture happens. Culture is the by-product of consistent behavior.”<br />Jason Fried—Social Media Management Expert<br />
  34. 34. Resources<br />http://delicious.com/OSUSquire/policy<br />
  35. 35. ListeningFirst<br />
  36. 36. Listening Is the Foundation<br />
  37. 37. Listen<br />
  38. 38. Respond<br />
  39. 39. Listen-Some More<br />
  40. 40. Influence<br /><ul><li>Called Customer Service
  41. 41. Forwarded situation to The James Customer Service
  42. 42. Followed up with patient</li></li></ul><li>Enlist<br />
  43. 43. Strategic Response<br />http://www.scribd.com/doc/26684375/Social-Media-Response-Flow-Chart#fullscreen:on<br />
  44. 44. Health Care Becomes Social<br />  <br />Source: http://www.slideshare.net/dachisgroup/social-business-design-web-20-nyc-2548310<br />
  45. 45. EnlistLeaders<br />
  46. 46. Keeping In Touch<br />http://medicalcenter.osu.edu/aboutus/keeping_in_touch/default.aspx<br />
  47. 47. http://leadershipinsights.osumc.edu<br />
  48. 48. http://projectone.osu.edu<br />
  49. 49. http://www.youtube.com/user/osumedicalcenter#grid/user/50C1412E50BC92BB<br />

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