Fred Muench, The Partnership at Drugfree.org Presentation - BDI 3/23/11 Healthcare Social Communications Leadership Forum
Healthcare Social Communications 1
Provider Social Communications Adoption• Use Internet for continuing education, medical reference and e-mail with colleagues.• 80% providers will have smart phones by 2012• 55% of are using a downloaded app such as a medical calculator, diagram, or other clinical tool.• 50% using EMR• Numerous provider specific social networks
Patient/Consumer Adoption• Patients are using online and mobile health tools (static & interactive) without referral from MDs to supplement gaps in care. – Seek health information – Over 200 million mobile healthcare applications are in use today (500m by 2015). – Using web-based & mobile tools (e.g. StickK) – Patients are using targeted online communities – especially specific subgroups. – Patients are not using PHR…….yet.
Patient Needs Tailored Access to care Knowledge/ Support education At-home tools Access to & resources Providers Monitoring/ Adherence Prevention Reduce Tools Costs
Payer/Public Agency Needs Monitoring Educate Protect and Support Patient Privacy Provider Reduce Overall communication Costs (Crisis & Chronic) Billing & Prevention Payment Data
Patient/Provider Perceptions Provider PatientWould use the system 87% 98%When would system bemost helpful? When treatment begins 27% 34% During the course of 51% 22% treatment After treatment 11% 44%
Patient/Provider PerceptionsPatients• 78% Want counselor alerted if relapse.• 96% Want friend alerted if relapse.• 84% Would send a help message if at risk.Providers• 20% Don’t want to be alerted at all.• 8% Want SMS alert in the moment.• 31% Want email in the moment (option to ignore).• 40% Want alert (any) in office the next working day.
Motivations Must Connect Communications should fit with the needs of each entity
Patient-Provider Automated Proactive & Online Resources Interactive Web-based and Health Based and Mobile Applications Social Communities and Devices *Engage & Extend Care Automatically/Externally* Integrated into Care with Limited Disruption Foster a Return to Care Proactively (Drive Revenue)Ideal (Tomorrow): Provider Medical Tablets/Smart Phones using EMR or connected to PHR to trigger chain of events.Real (Today): Provider will have information and access to resources integrated into current system pushed by patient and payer needs.
Public Health Organizations Driving Patient-Provider Social Communications• Bolster patient and provider trust as a MARKETING & COMMUNICATIONS BRIDGE;lower provider lift and payer costs by supplementing gaps in care• Partner with providers for research and scientific opinion, providing platform forproviders to communicate through social communications such as websites, blogs,Twitter and Facebook• Act as B2C, translating healthcare communications into consumer targetedcontent and social communications programs that “patients as consumers” caneasily access to support their health maintenance• Act as additional marketing arm for healthcare organizations and companies,engaging consumers with issue-based programs, resources and partnershipextensions and providing direct and measured social feedback
Content Strategies & Content-Based Marketing Concepts, images and copy for the slider – created by providers and research-based
Content Strategies & Content-Based Marketing Feature 12 articles with tips and strategies by age. Opportunity for providers to create targeted prevention and health management
Content Strategies: Daily Strength • Branding for provider, healthcare company and health issue • Custom content modules drive patients to provider- directed maintenace strategies • Module presents drugfree.org bloggers/advisors • Targeted distribution of drugfree.org blog articles
Content Strategies: Daily Strength • Blogging platform supports multimedia, member commenting, & distribution of provider articles into external social networks (i.e. physician networks, facebook and Twitter) • Blogger & Organization profile pages provide ample ways to communicate provider message/expertise and drive users to sponsored site
Parent Communications Model: Offline, Online & Social Web Social Media Resources Content MarketingCommunityPrograms Mobile M Content Helpline Email Online Marketing Support Communities Medical Advice is still the backbone of public health communication
Convergence of Offline, Online & Social “MEET THE PARENTS HOUR” LIVE FACEBOOK Q&A • 936 views • 179 comments • 83 new “Likes”Michele Lee VanOrsow Stroh exactly- i find myself doubting and researching and wanting so bad tobelieve he has recovered and yet- the dark creeping doubt eats at me-- all the time...February 18 at 12:32pm ·
Social Communications Best Practices: Measuring Listening Site Visitor Surveys, Community Evaluation Feedback Increased $, Provider-Patient Satisfaction