Social
Media
Primer
for
Health

                Care
Execu6ves

                    Steve
Brown

              Adap6ve
Bus...
Social
Media
Defined



  
People

  
having
a
conversa6on

  
online

12/11/08
         hFp://brown2020.com
   2

What
are
we
sharing?

                                          •    Ideas

                                          •   ...
Social
media
is
growing
rapidly





  Facebook helps you            Wordpress.com: Express     Twi$er is a service for 
 ...
Just
for
a
sense
of
scale…




                                            Facebook



                                   ...
Why
are
we
sharing?



 
Because
life
is
richer

     when
we
share



12/11/08
         hFp://brown2020.com
   6

Why
Should
Health
Care
Execu6ves


        Care
About
Social
Media?

•  Social
Media
is
about
Connectedness.
In
Business
a...
In
Google,
Winning
is
a
Func6on
of

               Connectedness

PageRank
                             BarackObama.com
Ca...
The
Most
Connected
Sites
Win

BarackObama.com























































JohnMcCain.com

     ...
Digging
Deeper
Into
Obama
vs.
McCain

JohnMcCain.com
content:
                  BarackObama.com
content:

Campaign
generat...
Tradi6onal
Media:

 Passive,
expensive,

 celebrity
driven.
People

 you
only
think
you
know.





 From
Barbara
Walters
P...
Social
Media:

Ac6ve,
engaged,
free.

Real
people,
real

conversa6ons.





12/11/08
            hFp://brown2020.com
   12

Real
Time
Ac6vity
on
Facebook





•  120
million
ac6ve
users,
now
4th
most
trafficked
website

•  10
billion
photos,
adding...
Social
Media
and
Your
Business


1.  How
do
people
find
and
judge

    your
organiza6on?

2.  How
do
you
listen
to
and

   ...
Top
Three
Barriers
To
Social
Media


•  “None
of
my
friends
are
there”

•  “I
feel
thrust
into
a
public
space”

•  “It’s
t...
Overcoming
Barriers:


            Social
Media
For
Adults


•  Applica6ons
that
have
value
even
before
you

   have
any
“...
For
Discussion:
Poten6al
Applica6ons

      of
Social
Media
in
Health
Care

•  Wellness

•  Chronic
Care

•  Brain
Fitness...
Chronic
Care
1.0

•    Scripted

•    Top
Down

•    Inherently
Limited

•    Labor
Intensive





12/11/08
              ...
Chronic
Care
2.0

•    Unscripted

•    Grass
Roots

•    Open‐Ended

•    Social





12/11/08
           hFp://brown2020...
Real
Life
is
Unscripted

                                   wefeelfine.org





12/11/08
   hFp://brown2020.com
           ...
Real
People
are
Diverse





  12/11/08
     hFp://brown2020.com
   wefeelfine.org
   21

Real
Needs
are
Highly
Personal

                                      wefeelfine.org





  12/11/08
    hFp://brown2020.co...
Connectedness
and
Your
Brain:
Keep

   Learning
and
Stay
Engaged
–
Or
Else!





                             
From
“The
C...
Social
Networks
and
Brain
Health





•  Women
who
had
daily
contact
with
friends
and
family
cut
their
risk
of

   demen6a...
Social
Graph
on
Facebook




                           
More
connected
outside

                            =
More
connec...
Social
Media:
A
New
Window
Into

               Human
Behavior

•  Unprecedented
ability
to
measure
social
and

   emo6ona...
Every
Day
Presents
a
New
Way
to

          Connect,
Engage,
and
Learn






Ocarina
iPhone
Applica6on
from
Smule:
your
pho...
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Social Media Primer for Health Care Executives

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This presentation accompanied a talk I gave recently to a group of health care executives at an ABL Roundtable event in San Francisco. I was asked to discuss the meaning, importance and potential application of social media in health care.

Social Media Primer for Health Care Executives

  1. 1. Social
Media
Primer
for
Health
 Care
Execu6ves
 Steve
Brown
 Adap6ve
Business
Leaders
 December
11,
2008
 hFp://brown2020.com
 12/11/08
 hFp://brown2020.com
 1

  2. 2. Social
Media
Defined
 
People
 
having
a
conversa6on
 
online
 12/11/08
 hFp://brown2020.com
 2

  3. 3. What
are
we
sharing?
 •  Ideas
 •  Friends
 •  Photos
 •  Status
 •  Websites
 •  Videos
 •  Slides
 •  Documents
 •  Music
 •  Events
 •  Books
 •  Restaurants
 •  Travel
6ps
 •  Ar6cles
 •  Notes
 12/11/08
 hFp://brown2020.com
 3

  4. 4. Social
media
is
growing
rapidly
 Facebook helps you  Wordpress.com: Express  Twi$er is a service for  connect and share with the  yourself. Start a blog.  friends, family, and co– people in your life.  workers to communicate  and stay connected  through the exchange of  quick, frequent answers to  one simple ques=on: What  are you doing?  12/11/08
 hFp://brown2020.com
 4

  5. 5. Just
for
a
sense
of
scale…
 Facebook
 Sex
 Football
 Global
warming
 12/11/08
 hFp://brown2020.com
 5

  6. 6. Why
are
we
sharing?
 
Because
life
is
richer
 when
we
share
 12/11/08
 hFp://brown2020.com
 6

  7. 7. Why
Should
Health
Care
Execu6ves

 Care
About
Social
Media?
 •  Social
Media
is
about
Connectedness.
In
Business
and
 in
Life,
Connectedness
Wins
 –  Barack
Obama
Case
Study
 •  Connectedness
is
part
of
the
solu6on
to:
 –  Wellness
challenges
including
obesity
and
lifestyle
diseases
 that
relate
to
our
own
mo6va6on
and
behavior
 –  Chronic
care
management
challenges
exacerbated
by
 isola6on,
loneliness,
depression
 –  Aging
popula6on
challenges
resul6ng
from
cogni6ve
 decline
and
neurological
disease
 –  Public
health
and
research
challenges
that
depend
on
the
 velocity
and
relevance
of
real‐world
informa6on
 12/11/08
 hFp://brown2020.com
 7

  8. 8. In
Google,
Winning
is
a
Func6on
of
 Connectedness
 PageRank
 BarackObama.com
Case
Study
 
How
many
pages
link
to
the
 
What
was
the
number
one
 pages
that
link
to
you?
 issue
of
the
campaign?
 12/11/08
 hFp://brown2020.com
 8

  9. 9. The
Most
Connected
Sites
Win
 BarackObama.com























































JohnMcCain.com
 Predominantly
Social
 Media:
Blogs,
Social
 Network
Pages
 12/11/08
 hFp://brown2020.com
 9

  10. 10. Digging
Deeper
Into
Obama
vs.
McCain
 JohnMcCain.com
content:
 BarackObama.com
content:
 Campaign
generated
press
releases
 User
generated
blogs
and
local
groups
 12/11/08
 hFp://brown2020.com
 10

  11. 11. Tradi6onal
Media:
 Passive,
expensive,
 celebrity
driven.
People
 you
only
think
you
know.
 From
Barbara
Walters
Presents:
The
Most
Fascina6ng
People
of
2008.
 12/11/08
 hFp://brown2020.com
 11

  12. 12. Social
Media:
 Ac6ve,
engaged,
free.
 Real
people,
real
 conversa6ons.
 12/11/08
 hFp://brown2020.com
 12

  13. 13. Real
Time
Ac6vity
on
Facebook
 •  120
million
ac6ve
users,
now
4th
most
trafficked
website
 •  10
billion
photos,
adding
30
million
per
day
 12/11/08
 hFp://brown2020.com
 13

  14. 14. Social
Media
and
Your
Business
 1.  How
do
people
find
and
judge
 your
organiza6on?
 2.  How
do
you
listen
to
and
 mo6vate
your
employees?
 3.  How
do
you
listen
to
and
 mo6vate
your
members?
 12/11/08
 hFp://brown2020.com
 14

  15. 15. Top
Three
Barriers
To
Social
Media
 •  “None
of
my
friends
are
there”
 •  “I
feel
thrust
into
a
public
space”
 •  “It’s
too
much
effort”
 12/11/08
 hFp://brown2020.com
 15

  16. 16. Overcoming
Barriers:

 Social
Media
For
Adults
 •  Applica6ons
that
have
value
even
before
you
 have
any
“friends”
on
the
network
 •  Applica6ons
that
start
with
private
thoughts
 and
share
gradually,
with
clear
privacy
control
 •  Applica6ons
that
effortlessly
integrate
with
 what
you
already
know
and
do
 12/11/08
 hFp://brown2020.com
 16

  17. 17. For
Discussion:
Poten6al
Applica6ons
 of
Social
Media
in
Health
Care
 •  Wellness
 •  Chronic
Care
 •  Brain
Fitness
 •  Public
Health
 •  Research
 12/11/08
 hFp://brown2020.com
 17

  18. 18. Chronic
Care
1.0
 •  Scripted
 •  Top
Down
 •  Inherently
Limited
 •  Labor
Intensive
 12/11/08
 hFp://brown2020.com
 18

  19. 19. Chronic
Care
2.0
 •  Unscripted
 •  Grass
Roots
 •  Open‐Ended
 •  Social
 12/11/08
 hFp://brown2020.com
 19

  20. 20. Real
Life
is
Unscripted
 wefeelfine.org
 12/11/08
 hFp://brown2020.com
 20

  21. 21. Real
People
are
Diverse
 12/11/08
 hFp://brown2020.com
 wefeelfine.org
 21

  22. 22. Real
Needs
are
Highly
Personal
 wefeelfine.org
 12/11/08
 hFp://brown2020.com
 22

  23. 23. Connectedness
and
Your
Brain:
Keep
 Learning
and
Stay
Engaged
–
Or
Else!
 
From
“The
Coming
 Neurological
Epidemic”
 TED
talk
by
Biochemist
 Gregory
Petsko
 12/11/08
 hFp://brown2020.com
 23

  24. 24. Social
Networks
and
Brain
Health
 •  Women
who
had
daily
contact
with
friends
and
family
cut
their
risk
of
 demen6a
by
almost
half.
 •  If you stay connected, you have a be$er shot. Whenever we have even the  most basic exchange, we have to think about how to respond, and that  s=mulates the brain—Valerie
Crooks,
clinical
trials
administra6ve
director
 at
Southern
California
Kaiser
Permanente
Medical
Group,
lead
author.
 •  American
Journal
of
Public
Health
1221‐1227,
July
2008,
Vol
98,
No.
7

 12/11/08
 hFp://brown2020.com
 24

  25. 25. Social
Graph
on
Facebook
 
More
connected
outside
 =
More
connected
inside
 
Brain
map
from
brainmaps.org
 12/11/08
 hFp://brown2020.com
 25

  26. 26. Social
Media:
A
New
Window
Into
 Human
Behavior
 •  Unprecedented
ability
to
measure
social
and
 emo6onal
behavior
of
a
popula6ons
 •  Opportunity
to
understand
problems
based
on
 real
world
data,
not
from
the
laboratory!
 •  Who
is
currently
at
the
forefront
of
human
 behavior
research?
Social
media
companies!
 12/11/08
 hFp://brown2020.com
 26

  27. 27. Every
Day
Presents
a
New
Way
to
 Connect,
Engage,
and
Learn
 
Ocarina
iPhone
Applica6on
from
Smule:
your
phone
becomes
an
electronic
 flute
you
can
play
with
people
around
the
world.
 12/11/08
 hFp://brown2020.com
 27


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