WHAT ARE THEY DOING?
WHY ONLINE COMMUNITY-BUILDING MATTERS TO HEALTHCARE
RYAN DESCHAMPS AND DAVID EMMETT
APRIL 6TH, 2009

THE BIG PICTURE
In an ideal
world, how
would Capital
Health interact
with patients and
the community?

3 STEPS
What is going on in
the world [wide web]
right now?
What is the vision for
Capital Health social
networking?
How can you use the
tools to enable the
vision?

WHAT IS GOING ON RIGHT NOW?
TRENDS:
Perpetual beta
Crowdsourcing
Instantaneous
everything
Unconferences
WHAT IS GOING ON RIGHT NOW?

WHAT IS GOING ON RIGHT NOW?
TRENDS: TOOLS:
Perpetual beta Facebook
Crowdsourcing Twitter
Instantaneous FriendFeed
everything
Wikis
Unconferences
Blogs
Linkedin
WHAT IS GOING ON RIGHT NOW?

THE CANNON ANALOGY
(PERPETUAL BETA)
With an enemy ship
approaching, you could
either:
Use one gigantic
cannon,
or, a bunch of smaller
ones
WHAT IS GOING ON RIGHT NOW?

BIG CANNON
PROS:
If it works, it works
really well
CONS:
Long time to R&D
If it doesn’t work, it’s
very hard to change it
WHAT IS GOING ON RIGHT NOW?

SMALL CANNONS
PROS:
easily implemented,
easily adapted
If one misses, another
can still hit
CONS:
Takes more hits to
succeed
WHAT IS GOING ON RIGHT NOW?

CROWDSOURCING
Engaging with community to
make decisions
Incorporating community at
all stages of projects; not just
asking people what they think
at then end
WHAT IS GOING ON RIGHT NOW?

INSTANTANEOUS EVERYTHING
If it has happened, it is
already on the internet.
WHAT IS GOING ON RIGHT NOW?

UNCONFERENCES
A healthcare
unconference,
organized through
social media

BARRIERS TO ENTRY IN SOCIAL
MEDIA
Cost
Time
Willingness to experiment
WHAT IS GOING ON RIGHT NOW?

TWITTER (MICROBLOGGING)
WHAT IS GOING ON RIGHT NOW?

TWITTER (MICROBLOGGING)
WHAT IS GOING ON RIGHT NOW?

TWITTER IS. . .
Linked to text messaging.
Like Facebook without
the applications.
A little bit like chat; a little
bit like blogging.
A good way to connect
with local networks.
A great way to find out
what people think about
your brand.
WHAT IS GOING ON RIGHT NOW?

WHY?
Immediate questions and
answers from your
network.
Less difficult to maintain
than a blog.
Easy to use via Instant
Messaging, handhelds, etc.
More localized contact –
Twitter is great for
conferences.
WHAT IS GOING ON RIGHT NOW?

FRIENDFEED
Aggregates all your internet
content in one place
Considered by some to be
the beginnings of “Web 3.0”
WHAT IS GOING ON RIGHT NOW?

FACEBOOK
Connect, chat, and share with your “friends”
WHAT IS GOING ON RIGHT NOW?

BLOGS
Web site that
chronologically publishes
your content
Allows you to get your
content out to people
quickly and easily
But, important to have
policies around usage and
content
WHAT IS GOING ON RIGHT NOW?

WIKIS
Collaboratively edited website.
Not just for encyclopedias.
WHAT IS GOING ON RIGHT NOW?

LINKEDIN
The Professional Social Network
WHAT IS GOING ON RIGHT NOW?

CASE STUDY: HENRY FORD
MEDICAL CENTER
Is it useful? Or just really
cool?
WHAT IS GOING ON RIGHT NOW?

Livetweet of a hysterectomy - with videos
WHAT IS GOING ON RIGHT NOW?

Livetweet of a hysterectomy - with videos
WHAT IS GOING ON RIGHT NOW?

Livetweet of a hysterectomy - with videos
WHAT IS GOING ON RIGHT NOW?

COMPARISON
WHAT IS GOING ON RIGHT NOW?

WHAT IS THE VISION FOR
CAPITAL HEALTH?

HOW DO YOU USE THE TOOLS TO
ENABLE THE VISION?
JUST A FEW IDEAS:
livetweeting events
marketing
engage in conversations with community
Learn about community, anticipate demands
learn by doing
raising money
Tweeting emergencies
provide info so people don’t need to visit doctor

Expert Advice
“
“Do you really want to know the power of social media? It’s
that we have inexpensive tools for production and
distribution of media, and that these tools permit a whole
new era of gatejumping, where we can build awareness,
reputation, and trust into a whole new path by which to build
relationships.”
“ [social media is] not the only way to the finish line out
”
there. It’s about working on the larger need and then using
the tools judiciously.”
Chris Brogan

MORE RESOURCES/ AREAS OF
LEARNING
Search Engine Optimization Strategy (SEO)
Social Media Planning
Viral campaigning
Flash mobs, Unconferences, Barcamps, Tweetups etc.

QUESTIONS
?