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We want you! Docs 2.0 - A guide for improving patient-physician relationships through blogs and social media
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We want you! Docs 2.0 - A guide for improving patient-physician relationships through blogs and social media

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DV NJHIMSS presentation on Sep 22, 2011

DV NJHIMSS presentation on Sep 22, 2011
A patient encourages physicians to blog for their patients.

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We want you! Docs 2.0 - A guide for improving patient-physician relationships through blogs and social media We want you! Docs 2.0 - A guide for improving patient-physician relationships through blogs and social media Presentation Transcript

  • We Want You!Doctors 2.0
    A Guide for Improving
    Physician-Patient Relationships
    through Blogs and Social Networking
    Ileana Balcu
    Dulcian, Inc.
  • Social Networking Sites
    http://www.techvert.com/history-social-networking-sites/
  • A little about YOU
    Maintenance
    “tweeps”
    Action
    “SEO”
    Preparation
    “WordPress”
    Contemplation
    “Facebook”
    Pre-
    contemplation
    Blogs?
    • 80% of internet users have looked online for health information. This translates to 59% of all adults.
    • 34% of internet users have read someone else’s commentary or experience about health or medical issues on an online news group, website, or blog.
    Susannah Fox
    The Social Life of Health Information, 2011
    Pew Internet and American Life Project
  • Jeffrey Benabio, MD – The Dermatology Blog
    The Mayo Clinic is teaching the community how to use the latest and greatest healthcare tools. Not gamma-knife radiation or surgical robots, but Twitter and Facebook.
    Social media platforms might be some of the most powerful tools available to improve your health by allowing doctors and patients to work together as a team. This team has a lot of potential, but it needs some good coaching for us to use these tools effectively.“
    http://thedermblog.com/2010/10/15/the-mayo-clinic-social-media-center-mccsm/
  • Bryan Vartabedian, MD – 33charts.com
    “Every doctor should make content. Writing, recording, and making videos forces you to think about what you believe. It’s how content creation is so powerful for doctors.
    Most importantly this kind of synthesis is critical when speaking to patients. How we understand issues impacts how we communicate and how we are perceived.
    And you don’t have to create a lot or very often.  A little is better than what you’re doing now. And your patients will love it.”
  • Overcoming Obstacles
    It’s about the patients
    Is there anything you would like to tell to all your patients?
    Written words, video – add on to the discussion during appointments
    Creating a framework for helping with content:
    Flexible Social media policy
    Make help available
  • Blogs (Blogger, WordPress)
    Social Networks (Facebook)
    Chronologic list of text entries (posts) – journals
    Easy to use
    Well-organized
    Search engine friendly
    Mature
    Comments can be moderated
    Can be pushed to all others
    Chronologic list of status updates, pictures, videos, links
    Posts visible to all “friends”
    Difficult to moderate or control who shares what, who sees what, who comments on your entries
  • Micro-blogging (Twitter)
    Social Network (LinkedIn)
    Posts up to 140 characters
    Basically no privacy – the world can see everything
    Good for online discussions
    Professional network – career service
    Contains a resume and allows people to join groups and discuss various topics
  • Where do we start? … Blogs
    Easy to use, with minimal use for IT resources
    Not too public – allows push to subscribers
    Flexible: short posts, long posts, links, pictures, video - everything goes
    Excellent with search engines
    Mature environment: good readers, good interfaces, push to email, Facebook, Twitter, LinkedIn
  • When you are online
    don’t write anything you wouldn’t say in a
    hospital elevator
    Examples of social media policies: http://socialmediagovernance.com/policies.php?f=4
  • AMA PolicyProfessionalism in the Use of Social Media
    Patient privacy and confidentiality
    No identifiable patient information
    Monitor internet presence
    Maintain patient-physician boundaries
    Separate personal and professional content
    Online actions can affect reputation, undermine public trust in the medical profession
  • Can start with just 1 hour/week
    What do we repeat a lot to our patients?
    Continuous improvement process
    What do patients want?
    Short is good
    Consistency
  • Blogs by Physicians
    Advantages
    Gives office a personality
    More control than with online ratings
    Reach more patients at once
    Spread knowledge about physician and office
    Cheaper than hiring IT or marketing specialists
    Will attract like-minded patients
    Disadvantages
    Time for setup and maintenance
    HIPAA rules, patient privacy
    Bad comments could cause reputation damage
    Unknown liability
    Once published it’s difficult to retract
  • Brandon Betancourt – pediatricinc.wordpress.com
    “Our social media effort accomplishes among other things:
    Maintain a conversation with our patients (engagement)
    Keep our patients informed of pediatric related news or practice news
    Directs patients to good, reliable sources of online information
    Provides additional insight to potential patients about our practice, our office and more important, our docs.
    Gives the practice a personality”
  • Blogs by Physicians - for Hospitals/Groups
    Advantages
    Facilitate the creation of a network of trust and referrals
    Can support Medical Home or ACO initiatives
    Indirect marketing for group
    Grass-roots effort
    Disadvantages
    Potential liability
    Image issues for negative comments
    Need for Social media policy and training
  • Blogs by Physicians - for Patients
    Advantages
    Will know their physician and office better
    Will have the ability to read articles multiple times to understand better
    Can give positive or negative feedback, or ask for topics of interest
    Can find a new physician they are comfortable with
    Disadvantages
    Can disclose private information if media is not understood
    Might lose privacy if physician is not careful
  • Possible topics
    Links to good health-related websites
    Book recommendations
    Referrals to specialty physicians
    Personal stories of illness, loss
    Discussion of articles in lay media or TV
    Patient stories with explicit approval
    Office procedures
    Light side: personal hobbies, stories
  • Comments
    Can be moderated as much as needed
    Angry or unfavorable comments – do not delete – answer objectively and don’t forget HIPAA
    Comments with personal details – delete and contact the sender
  • Drip, drip
    Week by week
    Message by message
  • Don’t
    Publish while emotional
    Complain about patients
    Be negative about other physicians, the system…
    Use words like non-compliant, difficult patient
    Think you can be anonymous
    Do
    Write for the best patient
    Write balanced opinions
    Be respectful of everyone’s opinion and beliefs
    Teach and learn
    Keep most posts short
  • Contemplation
    The physician wants to engage in social media, but is afraid of the time commitment
  • Contemplation
    Monitor healthcare blogs, Facebook accounts, Twitter pages
    Read:
    Christina Beach Thielst – Social Media in Healthcare
    David Meerman Scott – New Rules of Marketing and PR
    Hive Strategies - http://www.hivestrategies.com/
    Group social media policy
    Get a buddy/support person
  • Preparation
    The physician is ready and researching tools
  • Preparation
    Gmail account
    Provider: Blogger, Wordpress?
    Create the blog
    Write 5 articles – share with friends
    Find mentors, ask for advice
    Create schedule in calendar
  • Action
    The physician is committed and embarking on social media path
  • Action
    Write blog posts, publish, moderate comments
    Keep up with schedule
    Twitter, Facebook, LinkedIn (TwitterFeed)
    Distribute blog info to patients
    Include links and referrals
    Comment on other blogs
    Work with patients to improve site
  • Maintenance
    The physician is committed and embarking on social media path
  • Maintenance
    Automatic pushing
    Follow statistics
    Set up time limits
    Work with patients to improve site
    David Meerman Scott – “There is no such thing as an expert in social networking – we’re all learning as we go!”
  • Robert Centor, MD - medrants.com
    “This blog serves as a reservoir for my thoughts, important new concepts (especially clinical references) and useful teaching presentations.  It allows me to play with ideas.
    These ideas have turned into articles and editorials.  Blogs allow one to try out ideas.  Thus, we have time for ideas to mature.
    I highly recommend blogging.  It helps in many unexpected ways. ”
  • “Blogging is a remarkable way to spread information. For example, my blog had 7,429 views by 4,611 visitors over the past week [in 2008].
    As an external relations tool for communicating information, proposing an idea, or marketing a concept, blogs work extremely well.”
    John Halamka MD, MS – 2008 http://geekdoctor.blogspot.com
    57,850 page views in August 2011
    Almost a million posts read to date
  • “I blog 5 days a week.  This is my 935th post.  
    Everything I write is personal, unfiltered, and transparent.    Readers of my blog know where I am, what I'm doing, and what I'm thinking.   They can share my highs and my lows, my triumphs and defeats.
    Write what you think, back it up with evidence, and temper your emotions - assume the world will read everything you write and have an opinion, but transparency and communication, as long as it is fair, is the best policy.”
    John Halamka MD, MS – 2011 http://geekdoctor.blogspot.com
  • Ileana Balcu
    http://theunconditionalpatient.wordpress.com
    ibalcu@dulcian.com
    @yogileana