Healthcare Social Communications                               1
Provider Social Communications Adoption• Use Internet for continuing education, medical  reference and e-mail with colleag...
Patient/Consumer Adoption• Patients are using online and mobile health tools  (static & interactive) without referral from...
Provider Needs                        Patient                                     adherence    Improving            Patien...
Barriers to Provider Adoption•   Cost (mainly EMR)•   HIPAA/Privacy/Liability•   Risk averse•   Readiness•   Limited empir...
Patient Needs              Tailored  Access to                             care Knowledge/      Support  education At-home...
Payer/Public Agency Needs                                    Monitoring   Educate        Protect           and Support   P...
Patient/Provider Perceptions                          Provider   PatientWould use the system        87%       98%When woul...
Patient/Provider PerceptionsPatients• 78% Want counselor alerted if relapse.• 96% Want friend alerted if relapse.• 84% Wou...
Motivation Matters PatientsSupport/Access                         Providers Convenience           Generate revenue        ...
Motivations Must Connect    Communications should fit with       the needs of each entity
Patient-Provider         Automated Proactive &                     Online Resources          Interactive Web-based        ...
Public Health Organizations  Driving Patient-Provider Social Communications• Bolster patient and provider trust as a MARKE...
Content Strategies & Content-Based Marketing                          Concepts, images and copy                          f...
Content Strategies & Content-Based Marketing                         Feature 12 articles with tips and                    ...
Content Strategies: Daily Strength                       • Branding for                         provider, healthcare      ...
Content Strategies: Daily Strength                     • Blogging platform                       supports multimedia,     ...
Content Strategies: Online Support Groups
Parent Communications Model:     Offline, Online & Social                           Web     Social Media        Resources ...
Convergence of Offline, Online & Social   “MEET THE PARENTS HOUR” LIVE FACEBOOK Q&A                                       ...
Social Communications Best Practices:            Measuring                           Listening           Site Visitor     ...
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Fred Muench, The Partnership at Drugfree.org Presentation - BDI 3/23/11 Healthcare Social Communications Leadership Forum

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Presentation by: Fred Muench, Associate Director of Resarch, The Partnership at Drugfree.org

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Fred Muench, The Partnership at Drugfree.org Presentation - BDI 3/23/11 Healthcare Social Communications Leadership Forum

  1. 1. Healthcare Social Communications 1
  2. 2. 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
  3. 3. 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.
  4. 4. Provider Needs Patient adherence Improving Patient workflow education Provider communication & referral /transition Revenue drivers Improve Outreach/ Reduce/Organize Marketing incoming record communications keeping & billing
  5. 5. Barriers to Provider Adoption• Cost (mainly EMR)• HIPAA/Privacy/Liability• Risk averse• Readiness• Limited empirical data• Training• Implementation barriers – Workflow changes• Avoid unlimited patient access
  6. 6. Patient Needs Tailored Access to care Knowledge/ Support education At-home tools Access to & resources Providers Monitoring/ Adherence Prevention Reduce Tools Costs
  7. 7. Payer/Public Agency Needs Monitoring Educate Protect and Support Patient Privacy Provider Reduce Overall communication Costs (Crisis & Chronic) Billing & Prevention Payment Data
  8. 8. 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%
  9. 9. 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.
  10. 10. Motivation Matters PatientsSupport/Access Providers Convenience Generate revenue Efficiency Payers/Public Agencies Save Money
  11. 11. Motivations Must Connect Communications should fit with the needs of each entity
  12. 12. 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.
  13. 13. 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
  14. 14. Content Strategies & Content-Based Marketing Concepts, images and copy for the slider – created by providers and research-based
  15. 15. Content Strategies & Content-Based Marketing Feature 12 articles with tips and strategies by age. Opportunity for providers to create targeted prevention and health management
  16. 16. 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
  17. 17. 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
  18. 18. Content Strategies: Online Support Groups
  19. 19. 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
  20. 20. 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 ·
  21. 21. Social Communications Best Practices: Measuring Listening Site Visitor Surveys, Community Evaluation Feedback Increased $, Provider-Patient Satisfaction

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