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Impact of social media on indian healthcare
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Impact of social media on indian healthcare

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Manish Nachnani has over a decade of experience in the field of global Healthcare IT consulting. He has diverse experience ranging from providing consulting for healthcare cloud strategy, HIS/EMR ...

Manish Nachnani has over a decade of experience in the field of global Healthcare IT consulting. He has diverse experience ranging from providing consulting for healthcare cloud strategy, HIS/EMR implementation and development, smart apps and social media. He also understands healthcare issues at grassroots level and focuses on addressing these issues using technology.

Manish focuses on leveraging technology to simplify healthcare and empower patients and doctors. He works extensively on smart mobile apps which cover a broad array from chronic disease management application, healthcare games to diagnostic & lifestyle apps.

Manish works on ideating and conceptualizing healthcare IT consumer products and is product owner for various innovative products. He tries to integrate social media & human behavior to create healthcare apps that can influence human behavior.

Manish has proven expertise and is a thought leader in the field of Social Media and Health IT convergence. He has written multiple whitepapers, articles and is a speaker of choice at key global conferences on topics of using social media in healthcare and creating social healthcare brands.

Manish works extensively on evaluating healthcare IT startups, identifying business opportunities , his key focus is to build a foundation for creating a social healthcare system in India and globally.

Awards and recognition
B.E Computers (Mumbai University)
FAHM (American Health Insurance Plans)
PGDIM-Health Insurance (Symbiosis)
CBAP from IIBA Canada
Innovator awards at – Healthcare Unit

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Impact of social media on indian healthcare Impact of social media on indian healthcare Document Transcript

  • Impact of Social Media on India Healthcare October 19th 2011 Ne eraj Kakkar M anish Sh yam n achnani
  • “As patien t b ecomeSocial Media for Healthcare con su mer ’s u se of social media b ecomes n ecessar y”Social media has varying definitions; the simplest is―Content for the people, by the people‖. Referral Management using social mediaSocial media is available in multiple forms for varying enduse, but with the same intent of sharing user generated Referral management is the biggestcontent with the user communities. Face book, Twitter, part of our healthcare value chain.LinkedIn, YouTube, RSS etc., the list is endless. With no referral managementThe inroads into healthcare are being made recently. system a patient has to queue upWebMD , Mayo Clinic , ZocDoc and many more services are and go through the entirehelping people collaborate and connect, with a simple motto, registration process at the referredto help solve their medical problems and leveraging hospitals (State run agencies)technology to provide better connect and care . This has caused excessive patientSocial media is not an extension of the website or online loads at the district level hospitals.presence; it’s an interaction and discussion not just thepresence. A referral management system based on social media principlesThe relationship between Doctors and patients have been where everyone participates can help solve this problem.personal, but with globalization and urbanization the connectis being lost, and social media can restore it.Health 2.0Health 2.0 is a term coined to integrate healthcare, web2.0and ehealth. Health 2.0 focuses between collaborationbetween patients, doctors, government agencies etc.Developed nations have taken a huge leap in health 2.0space with care coordination, Health Information exchanges,Electronic Medical Records etc.India with its unique demographics and healthcare deliverysystem can leverage the Health 2.0 features ofcollaboration.Social media is meant for collaboration and makingaudience participatory, Health 2.0 does the same.
  • Impact of Social media on Rural India Wellness ManagementHealthcare in India is skewed in favor of urban population; Growing middle class and risingover 700+ millions of people are deprived of primary income are the biggest drivers ofhealthcare. Over 70% of specialist healthcare providers are the healthcare IT market.located in urban areas thus depriving rural areas ofspecialized services. Social media can help bridge this gap by Young Indian consumer needsenabling virtual presence. access to their data on the go.Social media can be used for non-invasive and non-surgical With the advent of 3G and smartdiagnosis and treatment. Multiple doctors from across the mobile devices, healthcarenations can collaborate and share their expertise to diagnose applications – apps are finding itthe rural population. way to Indian consumers.Social media can substantially reduce the cost of healthcare Wellness management via socialfor rural population. More over with advent in ICT (Information media is primary restricted toand Communication Technology) and freely available social Urban Indian, but with rapidmedia platforms the initial setup cost is negligible. urbanization wellnessRural population also faces the larger challenges in terms of management will be the key.epidemics and disconnects occurring during natural Social Media has proved its meritcalamities, social media can answer these challenges. in developed nations as a wellness management tool. Social media is for Masses as well as Classes Social media fits the Indian healthcare pyramid from rural to urban healthcare system. It finds effective usage in primary, secondary and tertiary healthcare system. Social media can fills in the gaps and address challenges that exist in Indian Healthcare , below is a quick snapshot of the same.
  • Stakeholders for Social Media Indian Population Government Hospitals Medical education providers Healthcare Providers / Doctors Ministry of Health Department of IT State Governments Heath Insurance companiesOnce all these stakeholders are on a single platform,along with regulatory body, access to healthcare forevery citizen will become reality.India can take a big leap forward and establish HealthInformation Exchange, leveraging programs like UID(Unique Identification).Social media can play the role of facilitator andenabler in achieving this.Adopting social media would need support fromregulators because of increased fear of legalconsequences arising from social media usage.Guidelines on using social media for healthcareneeds to be formulated for leveraging the truebenefits of social media.
  • “Social media is ab ou t con ver sation “Diseases Management using Improving access to InformationSocial Media Enabling education for Health WorkersAs Indians live more affluent livesand adopt unhealthy western diets Rural India is highly dependent on health workers withthat are high in fat and sugar, the majority of doctors located in urban India, providing rightcountry is experiencing a rise in education to healthcare workers is the key to improvelifestyle diseases such as healthcare outcomes.hypertension, cancer, and diabetes,which is reaching epidemic Social media today is the best tool available to provideproportions education to these health workers. Social media is able to share rich media content and ability to share videos, imagesOver the next 5-10 years, lifestyle and live chats and video conferencing.diseases are expected to grow at aFaster rate than infectious diseases Education provided via social media is highly interactive andin India, and to result in an increase is in a conversational mode rather than a printed textbook.in cost per treatment. So a doctor sitting in Mumbai can start a hangout in GoogleWellness programs targeted at the plus and health workers from across the country join in toworkplace, where many sedentary learn about their relevant topics.jobs are contributing to an erosion of Social media is highly cost effective; all it takes is anemployees’ health, could help toreduce the rising incidence of internet enabled computer for health workers.lifestyle diseases. Social media for DoctorsEmployers need to adopt social There are a number of social networking sites suchmedia to promoted wellness by as Sermo, Ozmosis and SocialMD that offer physicians thecreating challenges and adopting chance to connect with others in their profession forhealthy lifestyle behavior before the knowledge sharing, networking and support.damage is done. These sites present safe communities for physicians toDiabetes is growing at rapid pace. It share opinions and interact in a guarded environment.is estimated that almost 41 millionIndians are diabetic, and that figureis expected to reach 73.5 million by2025 and estimated cost of $ 30billion in 2025. This could beprevented if we adopt diseasemanagement principles.Numerous social media games andphone applications address theseissues.
  • Private hospitals drivers for adoptions Private healthcare groups are early adopters of technology and social media. Indian healthcare system is based on Out of pocket system hence the usage of social media will grow exponentially as Indian consumers look for the best possible treatment. Early adaptation will help maintain the competitive advantage to these companies. Indian government has no clear policy to promote Health 2.0 (social media) , even the basic Health Information Technology policy is not in place. The government sector lacks computer literacy leading to adoption problems. Even though private players are adopting these new technologies they are skeptical as Supreme Court of India has not addressed the specific right of privacy. The focus of private players revolve around extending brand image, creating awareness and engaging consumers by helping them adopt healthy lifestyle. With most of the patents records being paper based adaptation of IT technologies and social media will need a lot of ground work and firm commitment from all the stakeholders.Leading brands and wellness products are creating awareness by creating challenges to help consumersstay fit and healthy. Some of the key examples of such challenges include ―Healthy Heart Competition‖ byMax Hospital.The wellness game is focused on helping consumers understandtheir heart. Cardio vascular diseases are the major cause of deathin India. Hence such initiatives are the need of an hour.The challenge focuses of helping members learn what’s good fortheir health.Traditionally gaming has been used in villages and ruralSector to help them understand importance of sanitation,cleanliness and basics of healthcare .Social media is emulating our grass roots.
  • “Social media can r evolutionize th e pr even tive Emotional Connect - Past and Future car e ecosystem “ Healthcare ecosystem has survived on emotional connectPopulation Management between doctors and patients. In rural India doctors have been considered next to ―God ―.Population management is one ofthe key focus areas of Indian With growing consumerism and education levels, consumersgovernment. are now taking charge of their health and don’t blindly trust doctors. They ask proactive questions.With geographical barriers healthdata usually does not reach I time Migration has resulted to emergence of social media basedtill key decision makers. emotional connect. With urbanization on the rise, where dose a common consumer find “Who is the good doctor in this locality?”Social media can help in predictingspread of specific diseases over theregion. Online tools, listing and social media based recommendation works and help establish emotionalPatients and doctors can share connect and trust with the new doctors.instances of diseases and patternscan be identified using Google Patients share their stories and experiences at particularmaps and spread of such facility and rate the services of doctors. In absence ofcommunicable diseases can be industry ratings, social media based recommendation will bearrested. the only source for doctor selection for a new consumer.Social media is of great use when Hence medical professionals in urban areas are proactively working on creating their ―Social Media Image‖information needs to be shared withhuge audiences. H1N1 awarenesscampaign was the leading examplehow social media can be used to Smart Apps and medical equipment for socialspread preventive health healthcareinformation and spread awareness.. With the emerging use of smart phones, healthcare applications have gained momentum. Healthcare applications are available across the spectrum ranging from scheduling application, disease management application, symptoms checker. Smart medical equipment’s with capability to integrate with the web, smart phones will help sharing of medical data with consumers and between hospitals. Smart medical pill boxes, fit bit , nike shoe chip , sleeping bands are all examples of smart wellness devices.
  • Emerging Health Insurance Market and Marketing Platformproblems Social media has replaced traditionalWhile the liberalization of the healthcare sector will increase print and display media as the leadingthe penetration of insurance policies, the widespread use of marketing platform.health insurance in India could take many years. One Social media engages consumers. It’sreason is that insurance companies lack the data they need based on the concepts of pullto assess health risks accurately. In addition, today’s marketing rather than a traditionalinsurance products work on an indemnity basis—that is, push mode.they reimburse patients only after they have paid theirhealthcare bills. Since many people cannot afford such large We rarely trust ads when it’s apayments, even if they are subsequently reimbursed, they concern of health, but we trustwill not choose to purchase medical insurance. opinions and advice.Social media can help in increasing awareness on Did we ever visit a doctor or hospitalnecessity of health insurance, changing the mindset of because of advertisement?Indian consumers on their attitude towards health insurance.Social can also provide lifestyle analytics and behavioral Social media is being used to marketdata, although this is not of much use today the future health insurance anddefinitely holds promise. Wellness products but the emotional chord has not struck yet.Convergence of Health IT and Social Media Lack benchmarking and ratingMost patient records are paper based and very difficult to features like developed nations areconvert to electronic format. yet not available to compare physicians.Lack of standards, local HIT system that do not adhere tostandards for information representation and exchange. Thiscould be further complicated because of the use of multiplelocal languages by patients and health workersIndia has the larger challenge to migrate from paper basedsystem to HIT and integrate it with social media toaddress the demographical and geographical challenges. Social media has achieved greater success in marketing ―Medical Tourism “ primarily because of extensive use of social media in developed nations and rising cost of healthcare is developed nations.
  • “Social media provides ordinary patients and doctors powers to do extraordinary things “ Neeraj KakkarNeeraj has over 10 years of experienc e in the field of HIT .Managing large healthcareproducts and projects, with expertise in the SOA based architecture. Manish NachnaniManish has over 7 years of experience in the field of HIT with focus on innovativehealthcare consumer products and leveraging health 2.0 and social media capabilities fordisease and wellness m anagem ent. neeraj_kakkar@gmail.com manishnachnani@gmail.com