Lessons Learned in Health Care Social Media, 2010

Lessons Learned—Health Care Social Media edited & organized by PF Andersonfrom a Tw it te r co n ve rs ati onDe ce m be r 12, 2010

#hcsm =Health Care Social Media

About #hcsmWhat is HCSM? “hcsm is a weekly chat (Sundays at 8pm Central Time) on Twitter, focusing on healthcare communications and social media.” Born: January 2009 Moderated on Twitter by @HealthSocMedHCSM web site: http://healthsocmed.com/

What the Hashtag screenshot for #hcsm the week of this conversationshows almost 1500 tweets during the hour of the conversation. WOW!

Hashtags 1st #hcsmes#hcsm = #hcsmeuRelated hashtags: #hcsmfr #fdasm #hcsmla #healthcomm #hcHIT #hcmktg #hpm #hcsmanz #MDchat #hcsmau #RNchat #hcsmca #ptsafety #socpharm

MarksPhone: HCSM is more about adult learning and how people use itto solve problems.

why #hcsm?

SixUntilMe: You can’t win if you don’t play.

FamilyCareWV: Social media value is up-to-date information on policy &practices. Great way to spread innovation.

JamieCa: Conversations are happening places you least expect it online,such as Amazon.com. Most non-social-media folks have no idea of thevitality.

MarksPhone: I’ve been learning so much from this group and others thatI can apply to my work in adult learning. Social media is a seriousresource.

#hcsm dos & donts

DoJillSato: The age old rule - one mouth, two ears.

DoConsultDoc: Get to know the leaders in your ﬁeld. There are many willingto share.

Do Don’t APJonas: Takes time to build a network of helpful persons, be patient, keep trying. Make mistakes at full speed, but not with conﬁdential information.

Don’tDonShep: Just having a Facebook page isn’t a social media strategy.

Don’t CMEAdvocate: Social media is NOT Twitter and Facebook, it is any number of platforms that allow sharing.

Don’tStrangely_T1: [Social media] is not marketing. Use it as a pure marketingplatform and it will fail.

Don’t Do PracticalWisdom: If it’s all about “you”, then You don’t have a clue. Listen & learn about others before you talk about yourself.

Don’t Do DanaMLewis: It’s not about how many followers/fans/whatevers you have, it’s about what value are YOU providing them for their health care?

Don’t JoshDBrett: You can’t rush into social media, especially in an emotionally sensitive and heavily regulated ﬁeld like healthcare.

DoJoshDBrett: You must be patient, do your homework and have a plan.One size does not ﬁt all.

Don’t Do JoshDBrett: Don’t make your goal with healthcare social media be improving the bottom line. You’ll look phony. Goal should be to improve patient outcomes.

DoJoshDBrett: If you’re sincere and really care about improving patientoutcomes, the “bottom line” will take care of itself.

DoDrStevenTucker: Professionals need to choose their 140 characterscarefully.

Don’tS_Eller: [I] learned that in 140 characters, there is a lot of context that Iassume people understand - most times erroneously.

DoCTSinclair: Lesson learned - Be comfortable teaching people abouthealthcare social media usefulness, not making them converts.Skepticism takes time to overcome.

Do Don’tRichmondDoc: Lessons: More interaction with others is better; be avaluable resource to others; don’t be alarmed if you think no one listens.

DoKKSparks: Having a strategy before diving in is key. Think about yourprocesses, platforms and results measurement.

DoDon’t Do HSchoegler: Strategy has to be driven by overall organization goals; not be limited to social media ideas. Social media needs to ﬁt into large strategy to be successful.

DoLabSalesDude: Lesson learned was to get involved, intereact with others,and have fun! [I] started a professional account here.

Do Don’tRichmondDoc: Remember to carve out time for family. Even thoughsocial media is “on” 24/7, this doesn’t mean that you can (or should) be“on” all the time.

DoDon’t Don’t ConsultDoc: Be consistent with your message. More is not necessarily better. Louder is annoying.

DoDo DoDo Don’t GailZahtz: Share as much as you can. Provide as much free quality information. Listen more than talk. Don’t self-promote. Help others.

Do PFAnderson: Be true to yourself. Be patient. Be willing to step back and start over when someone loses their temper over baby beans.

DoRichmondDoc: Be genuine, be useful, be engaging, be friendly, behelpful — or begone.

DoPFAnderson: Things can blow up in social media at any time, even up toa year after the original post. Never assume, always check, getpermissions.

about relationships & community

ConsultDoc: Social media is not just good content - it is all aboutrelationships.

VJ_CR: It’s not about number of followers or friends but what actuallyhappens with connections.

Julian_Bond: Learned there’s a lot more hospital / health systems /individuals in the same boat “learning wise” with social media. [It]changes everyday.

CMEAdvocate: Value comes from relationships that grow organically.There are no social media shortcuts.

RichmondDoc: Understand that you will likely start slow and have todevelop connections gradually. Don’t force it. The connections matter.

#hcsm patients& professionals

RichmondDoc: Don’t expect your physician colleagues to automaticallysee the value in social media engagement, even if you try REALLY hard toshow them.

ConsultDoc: Many physicians aren’t afraid of social media — they justhaven’t seen its value to them ... yet.

ConsultDoc: [I overheard a conversation] this week between twophysicians. Social media has become too mainstream to ignore anylonger. It is not going away.

MarriageKids: Based on the American Medical Association social mediaguidelines, clearly people involved in the ethics of social media areclueless. (I’ve been chatting online since 1994.)

RichmondDoc: I think health systems and hospitals should be teachingcommunication and disrupting hierarchives; safer for patients!

HospitalPatient: I’ve also learned that doctors are slow to embrace socialmedia, yet I wish they’d view it as a technology advancement, like a newvaccine.

JoshDBrett: I’ve also learned that many docs are reluctant to embracesocial media for reasons other than HIPAA. Many feel they don’t have thetime. Too many patients to attend to in a day, too much paperwork toprocess. Social media (and marketing communications in general) is alower priority.

HSchoegler: [It] takes a lot of coaching to get practitioners pastunderstanding the ‘why’ and into the action. Perceived roadblocks are aplenty.

ConsultDoc: Can’t think of social media ﬁtting in as a tool in the old wayof “seeing patients.” Need to use a tool in a new model of patient care.

JoshDBrett: True. But if you’re going to convince docs to use it, you mayhave to draw the connection to solving current problems.

GailZahtz: I agree you need to spent time to save it. So how do we savephysicians’ time through healthcare social media? Then they willparticipate more.

JoshDBrett: I say play to one of physician’s biggest complaints — the lowamount of time they get to spend with each patient.

RichmondDoc: One way is to point out the practical value: referrals,increased patient satisfaction, etc —[if we] prove the value, more willlisten.

JoshDBrett: They can use social media to make their patients moreknowledgeable BEFORE entering the office, allowing for more efficientuse of time.

GailZahtz: If there’s good information and engagement out of the office,this equals more patient care IN the office!

JackWestMD: Another key point: patients and caregivers are atremendous underutilized resource in promoting medical education.

DrStevenTucker: Doctors need to understand the paradigm has changed,patients have information equal to what doctors have.

Dr_Bob: Patients can research, etc. If doctors acknowledge this, they canguide and provide context. -> Patients can be research assistants.

MarksPhone: We need to help patients critically appraise data andknowledge in order to use it.

RichmondDoc: Retweeting @MarksPhone: We need to help patientscritically appraise data and knowledge in order to use it << [This is] whydoctors need to be active on social media!

SixUntilMe: You need to actively listen and participate with integrity andtransparency in order to make a difference in the patient community.

DrStevenTucker: Medicine like teaching becomes decentralized.Professionals are no longer the only source of unique information.

JackWestMD: Yes, just need to ensure good information. RETWEET:@DrStevenTucker: Medicine, like teaching, becomes decentralized.Professionals are no longer the only source of unique information.

WestR: [It’s] like pulling teeth, getting med students to participate. The#FAIL may be [being] gun shy now about professionalism and careerissues.

CTSinclair: Retweeting RichmondDoc: How do you get credit fromacademic institutions or systems for social media work? << “Excellentpoint! Get blogs cited!”

CMEAdvocate: If you hope to teach using social media, it helps if you canteach someone to use social media. (Pardon the riddle.)

DrJenGunter: That is why I encourage docs to tweet, blog, guest blog,maintain good sites. WE CAN BE THE CHANGE.

remember THIS

TheRealDanSfera: “Social” does not just mean Twitter, Facebook,etcetera. If one person learns something online, they can share it withmany others offline.

FamilyCareWV: People need to see possible value to jump into newpractices.

SomebodyHealMe: Target your time & energy to the avenues with themost value. No one can do it all.

BostonBrander: If you build it, they won’t necessarily come ... unless ithas value.

MarksPhone: I’ve learned that healthcare social media is complex, and ismade more so by the confusion between tactics versus strategy and avery segmented marketplace.

Miller7: Privacy and conﬁdentiality issues often are misunderstood andneed clarifying in social media.

DrStevenTucker: Every tweet is being recorded at the Smithsonian andlives forever. [Editorial Note: Tweets are actually archived by the Libraryof Congress.]

HarrisEve: As I said in topic 1, SPAM happens!

HSchoegler: While we (internally) might perceive negative press, inhealthcare social media setting it can be perceived positively. Importantto understand context.

ConsultDoc: Be consistent with your message. More is not necessarilybetter. Louder is annoying.

RichmondDoc: Remember to carve out time for family. Even thoughsocial media is “on” 24/7, this doesn’t mean that you can (or should) be“on” all the time.

SixUntilMe: You can’t win if you don’t play.

ABHuret: Biggest lesson: The social media “Genie” is out of the bottle;ignoring social media isn’t a strategy or option. If you do, [your]dialoguewill be created for you.

DrJenGunter: That is why I encourage docs to tweet, blog, guest blog,maintain good sites. WE CAN BE THE CHANGE!

We CAN Be the Change!

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Lessons Learned in Health Care Social Media, 2010

by University of Michigan Taubman Health Sciences Library on Dec 19, 2010

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