Healthcare Social Media (#HCSM):  Using word of mouse to market & manage your practice by educating, engaging, and empowering women
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Healthcare Social Media (#HCSM): Using word of mouse to market & manage your practice by educating, engaging, and empowering women

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Dr. Vandna Jerath discusses healthcare social media #HCSM at the Colorado ACOG Summer Educational Symposium. She demonstrates how to use word of mouse to market and manage your practice by......

Dr. Vandna Jerath discusses healthcare social media #HCSM at the Colorado ACOG Summer Educational Symposium. She demonstrates how to use word of mouse to market and manage your practice by educating, engaging, and empowering women. Learn about HCSM platforms and why networking is beneficial to promote healthcare objectives.

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  • 1. ACOG | Summer Educational Symposium | June 14, 2014 Healthcare Social Media using word of mouse to market & manage your practice by educating, engaging, & empowering women Vandna Jerath, MD, FACOG June 14, 2014 #coloACOGsymposium optimawomenshealthcare.com drjerath.com
  • 2. ACOG | Summer Educational Symposium | June 14, 2014 Objectives  Discuss healthcare social media, the variety of platforms, and why it is so important  Discuss how social media impacts healthcare and how to benefit from social networking.  Discuss how to grow a practice (or promote other healthcare objectives) via word of mouse.
  • 3. ACOG | Summer Educational Symposium | June 14, 2014 What is Social Media?  A cocktail party or networking event  Microblogging or “small talk”  Collaborative online networking and communication  Starting a conversation  Developing a relationship  Maintaining communication  60-90% people use internet for health related information  Usage  Personal vs professional  Here to stay – NOT A TREND  Strong growth and future  Time to get on board
  • 4. ACOG | Summer Educational Symposium | June 14, 2014 Inspiration  “Profits are like oxygen. You need it to survive, but ultimately what matters is passion, growth, and a higher purpose.” @zappos – Tony Hsieh, CEO  “Transparency & Values: Twitter constantly reminds me of who I want to be, and what I want Zappos to stand for”  “Reframing Reality: Twitter encourages me to search for ways to view reality in a funnier and/or more positive way”  “Helping Others: Twitter makes me think about how to make a positive impact on other people’s lives”  “Gratitude: Twitter helps me notice and appreciate the little things in life”
  • 5. ACOG | Summer Educational Symposium | June 14, 2014 Growth and Reach of Social Media  To reach 50 million users  Radio - 38 years  TV - 13 years  Internet - 4 years  Facebook – less than 6 months  Social Media Now  Facebook - 1.3 billion users  Twitter - 500 million users (250 million active)  Linked In - 296 million users  YouTube – 1 billion users  Google+ - 300 million users  Pinterest – 70 million users  Blogs - 158 million  Other - My Space, Flickr, Yelp, Yammer, Instagram, Snapchat, Vine  Medical – Sermo, Medpedia, Doximity
  • 6. ACOG | Summer Educational Symposium | June 14, 2014 A Day In the Internet  Infographic  Demonstrates the power and reach of the internet
  • 7. ACOG | Summer Educational Symposium | June 14, 2014 Hospital Usage  U.S. Hospitals that use Social Networking tools  1,562 Hospitals total  717 YouTube Channels  1300 Facebook pages  1005 Twitter Accounts  653 LinkedIn Accounts  1084 Four Square  211 Blogs  55 Google + Circle  6,532 Hospital Social Networking Sites Sources:
  • 8. ACOG | Summer Educational Symposium | June 14, 2014 Types of Social Media  Facebook  Twitter  Linked In  YouTube  Google +  Pinterest  Instagram  Four Square  My Space  Flickr  Tumblr  Yelp  Yammer  Blog  Website  Medical  Sermo  Medpedia  Doximity
  • 9. ACOG | Summer Educational Symposium | June 14, 2014 Why Use Social Media? My Top Ten Reasons  Branding  Marketing/Growth  Patient and Self -Education  Community Outreach  Transparency/Credibility  Patient Loyalty and Satisfaction  Interest/Interaction/Engagement  Networking/Messaging  Direct Access – Physician and Patients  Innovation
  • 10. ACOG | Summer Educational Symposium | June 14, 2014 My Social Media Usage  Facebook  Facebook.com/drjerath  Facebook.com/optimawhc  Twitter  Twitter.com/drjerath  Twitter.com/optimawhc  YouTube  Youtube.com/doctorjerath  Linked In  Linkedin.com/in/drjerath  Linkedin.com/company/optima-women's-healthcare  Google +  Gplus.to/drjerath  Gplus.to/optimawhc  Pinterest  Pinterest.com/drjerath  Pinterest.com/optimawhc  Blog  Drjerath.com  Website  Optimawomenshealthcare.com
  • 11. ACOG | Summer Educational Symposium | June 14, 2014 My Content & Tips  Women’s health  My ob/gyn practice  Baby photos (with patient consent)  Pregnancy tips  Medical issue in the news  General medicine  Healthcare reform  Health awareness promotion  Trivia – OptimaWHC Healthe-Challenge  Polls  Contests  Sports  Politics  World news  Fashion
  • 12. ACOG | Summer Educational Symposium | June 14, 2014 Facebook Tips for Doctors’ Offices and Medical Practices  Be a source of health tips or medical news  Answer a medical question in general terms, suggest an appointment  Answer common questions coming in to the office  Answer a patient billing complaint  Always thank patients for endorsements (it encourages more)  Show benefits and answer questions about a therapy  Show a specific expertise  Show a new or improved piece of technology  Show an educational video  Introduce or recognize doctors and staff  Show some personality of your office  Offer an educational or inspirational contest on Facebook  Ask a question with Facebook’s polling function  Make a seasonal or short-time offer  Promote your patient portal or blog  Show community spirit — let your page be a neighborhood bulletin board
  • 13. ACOG | Summer Educational Symposium | June 14, 2014 My Costs & Investment  FREE  Time is money  Time investment  Full-time ob/gyn, patients come first  3 months solid to get started  Maintenance 1-2 hours/week  Minimal website and blog hosting fee  < $20/month  Marketing  Most practices 5-10% of revenue  I spend < $1000/year
  • 14. ACOG | Summer Educational Symposium | June 14, 2014 My Success  One of the first physicians locally with extensive social media involvement  Over 7000 social media connections  New physician in new market/community  Marketing and growth opportunity  New patients  Creating a brand and credibility  Develop and maintain loyalty  Provide transparency  Patient and community outreach and education  Ability to be a resource  Patient interaction and word of mouse  Direct physician access  Positive image  Exponential growth  Increased online visibility  Higher SEO  Network with other colleagues  New opportunities  Considered a local #hcsm expert and pioneer  Writing articles, interviews, blogs, presentations, consulting  Staff involvement  FUN and FULFILLING
  • 15. ACOG | Summer Educational Symposium | June 14, 2014 My ROI 15 10 40 35 Patient Referral Sources COG Patients Print/Other Referrals Social Media
  • 16. My Positive Exposure
  • 17. ACOG | Summer Educational Symposium | June 14, 2014 Media Coverage  Doctor heads to social media to find patients  9News Video  Profile story by Cheryl Preheim  November 4, 2011  http://on9news.tv/sjozH2
  • 18. ACOG | Summer Educational Symposium | June 14, 2014 Facebook.com/greenwaymedical
  • 19. ACOG | Summer Educational Symposium | June 14, 2014 Doctors and Social Media: should the two mix?
  • 20. ACOG | Summer Educational Symposium | June 14, 2014 Doctors and Social Media: should the two mix?  Another local doctor that tweets frequently is Dr. Vandna Jerath, MD of Optima Women's Healthcare. She tweets both about what's going on in the women's health field locally and on a more global scale, showing that she keeps up-to-date with current medical knowledge. She also engages people on a personal level, whether they are patients or not. For example, awhile back a rather touchy, and often considered controversial, subject came up. When differing points of view were presented, she didn't attack or say anything resembling "I'm a doctor so what I say is the only thing that matters," like many doctors I have encountered. She addressed each point of view from an honest perspective and even acknowledged that, in some cases, what is right for one family may not be right for another. I admit that I was very impressed by this. I'm not a patient of either of these doctors but I follow them, regardless, as the information that they share can be helpful, especially in the case of Dr. Jerath.
  • 21. ACOG | Summer Educational Symposium | June 14, 2014 Facebook Tips for Doctors’ Offices and Medical Practices
  • 22. ACOG | Summer Educational Symposium | June 14, 2014 Facebook Tips for Doctors’ Offices and Medical Practices
  • 23. ACOG | Summer Educational Symposium | June 14, 2014 Physician Social Media Users Say ROI is Real -
  • 24. ACOG | Summer Educational Symposium | June 14, 2014 Getting Started & Simple Steps  Getting started  Do not be overwhelmed  Can be done on your own  Inexpensive  Investment of time  Use local resources  Social Media course  Professional internet, SEO, marketing companies  Read blogs and advice on the internet  Try it, experiment and learn  Keep learning  Work in progress  Have fun – it is NOT a chore  Simple Steps  Set-up Google alert  Set-up Google analytics  Setup Google + page  Set-up website  Identify who can manage your social media  Have a social media policy  Encourage the physicians to participate  Start with a facebook practice page and tell your patients  Expand from there  Rotate content on your sites  Engage your audience
  • 25. ACOG | Summer Educational Symposium | June 14, 2014 Advertise your Social Media  Business Cards  Marketing  Tell patients  Newsletters  Emails  Postcards  Brochures  Patient Portal  Flyers  Encourage participation  Encourage staff  Create engagement and interaction
  • 26. ACOG | Summer Educational Symposium | June 14, 2014 Email Signature
  • 27. ACOG | Summer Educational Symposium | June 14, 2014 Brochure
  • 28. ACOG | Summer Educational Symposium | June 14, 2014 Your Concerns  HIPAA compliance  Patient interaction  Patient consent –  Sample form by Michelle Harden, ESQ of Messner & Reeves  Boundaries  Medical Advice  Ethical Standards  Time consumption  Management of social media  Getting started
  • 29. ACOG | Summer Educational Symposium | June 14, 2014 Sample Consent Form
  • 30. ACOG | Summer Educational Symposium | June 14, 2014 Future of Healthcare Social Media  More physician involvement  More hospital involvement  More patient interaction and communication  More collaborative networking  Telemedicine  Medical and Healthcare Apps  Direct healthcare and medical advice  Medical news  Medical surveys  Medical marketing  Referrals  Emergency and Disaster Information  http://philbaumann.com/2009/01/16/140-health-care-uses-for-twitter/
  • 31. ACOG | Summer Educational Symposium | June 14, 2014 My Top Ten Tips  Be yourself and be personable  Share, share, and share  Keep professional and ethical boundaries (maintain HIPAA)  Know why you are doing this and what your goals are  Know your audience  Engage your fans, patients, followers, supporters, & friends  Be a resource, leader, and expert  Listen, ask, acknowledge, and respond (don’t be self- absorbed) – keep learning  Keep branding and marketing  ALWAYS stay positive
  • 32. ACOG | Summer Educational Symposium | June 14, 2014 Social Media Do’s & Don’ts From ACOG  Do’s  Always maintain your professionalism  Be careful with humor and political opinions  Speak in lay terms patients and consumers will understand  Ask your employer and/or hospital if it has social media guidelines you must follow  Consider creating a social media policy for your practice  Ask your professional liability carrier if it has social media coverage or guidelines
  • 33. ACOG | Summer Educational Symposium | June 14, 2014 Social Media Do’s & Don’ts From ACOG  Don’ts  Don’t discus patients online, even in general terms  Don’t give medical advice  Don’t post photos of patients or babies (debatable – obtain permission/consent)  Don’t post anything you don’t want the entire world to read. Everything you do and say online is public.  Don’t “friend” your patients on Facebook. If you have a personal Facebook page, consider creating a separate professional one.  Don’t spend too much time directly promoting your practice. Social media is about having a conversation, so limit self-serving practice promotions such as “We have 4-D fetal ultrasound at our downtown location!”
  • 34. ACOG | Summer Educational Symposium | June 14, 2014 Professional Resources  ACOG  http://www.acog.org/~/media/ACOG%20Today/acogToday201211.pdf  http://www.youtube.com/watch?v=3N8A5LMlego  CDC  http://www.cdc.gov/healthcommunication/ToolsTemplates/SocialMed iaToolkit_BM.pdf  AMA  http://www.ama-assn.org/ama/pub/meeting/professionalism-social- media.shtml  Mayo Clinic  http://socialmedia.mayoclinic.org/learning/social-media-residency  FSMB  http://fsmb.org/pdf/pub-social-media-guidelines.pdf
  • 35. ACOG | Summer Educational Symposium | June 14, 2014 My Favorite Resources  Socialmedia.mayoclinic.org  Smedio.com  Socialmediaexaminer.com  Blog.Hubspot.com  Healthissocial.com  Business.twitter.com  Facebook.com/business  MariSmith.com  Chrisbrogan.com  Problogger.com  Copyblogger.com  Ebennett.org  Mashable.com  Kevinmd.com
  • 36. ACOG | Summer Educational Symposium | June 14, 2014 Contact Information Vandna Jerath, MD Optima Women’s Healthcare Sierra Medical Office Building Parker Adventist Hospital Campus 9399 Crown Crest Blvd, Suite 450 Parker, CO 80138 303.805.1807 P | 303.595.5390 F optimawomenshealthcare.com drjerath.com Email - vjerathmd@optimawomenshealthcare.com Presentation - http://www.slideshare.net/VandnaJerathMD