HiMSS 2012 Building a Digital Footprint

Tactics for establishing a strong ‘digital footprint’ Gregg A. Masters, MPH aka @2healthguru2/26/2012 HiMSS 2012

About my lens• 25+ years in hospital, health plan, medical group and physician network management• Partner in digital media agency specializing in healthcare, entertainment and action sports• Tweet via handle of @2healthguru, to 5,828 ‘friends’, a ‘super user’ if you will, with over 30k tweets, since in August 2008• Publish ACOwatch.com, JustOncology.com. HeathGeek.tv, and IllustratorsJournal.com• Host 3 Internet radio shows: This Week in Accountable Care, & This Week in Oncology, and his Week in Digital Media.

Klout scoreYou may not be a celebrity, but within your area of expertise youropinion is second to none. Your content is likely focused around aspecific topic or industry with a focused, highly-engagedaudience.

Session description & scope• Healthcare and medicine are some of the most underserved communities in social media.• This session will equip clinicians and health IT professionals with practical tactics, best practices and real-world examples of how to establish a strong digital footprint in a relatively short period of time using social media.

Digital what?A ’digital footprint’ is acollection of activitiesand behaviors recordedwhen an entity (such asa person) interacts in adigital environment….The digital footprintallows interestedparties to access thisdata, possibly for datamining, or profilingpurposes. – Wikipedia

‘the times they are a changin’ ‘Establishing a digital presence is rapidly becoming a necessity for healthcare professionals, medical practices, and institutions. Many have recognized this fact, yet many more have not.’ - Howard J Luks, MD aka @hjluks

Bottom line: There’s no one “right”way to build your footprint, and alot of your choices will depend onwhere you want to goprofessionally. If you’re looking torecruit patients as a cardiologist, forexample, your approach may bevery different than that of a buddingphysician executive. My strongestadvice is to find a role model who’sdoing what you want to do–don’t beafraid to take a page from his or herplaybook. Finally, always rememberthat what you do and what you postis a reflection of you. Be smart.aka @doctor_V

Meet Dr Just36 year practitioner of medicaloncology/hematologyAt ‘legacy time’ in career *what’snext?]Recently stepped down as CEO oflarge community oncology grouppracticePassions include: reading,writing, research & sharing hiswisdom

Where to start?Only ‘digital presence’ wasbrochure-ware website, noengagement, only static dataNeeded to brand Dr JustChose ‘JustOncology’Retained/used emailmoniker ‘chemosabe1’ forTwitter @chemosabe1

Foundation of onephysician’s footprint &branding strategy:Blog: JustOncology.comTwitter: @chemosabe1Internet radio show:TWiODigital magazine

This Week in Oncology ‘TWiO’ Weekly Internet radio show on BlogTalk Radio Network Translating cancer research and trends in best practices into common parlance Most recent episode Howard (Jack) West, MD aka @JackWestMD, GRACE

• January 10th, 2012 edition of Oncology Times• 7th in a series profiling oncologists participating in social media

‘SERP’ (organic)Google query:Richard Just MD(141 million records)- HealthGrades- 2 Twitter accounts- 1 ‘error return’- Vitals- Oncology Times

Best practices? It depends!A ‘thin gene pool’Best global resourceMayo Clinic Center for SocialMediahttp://socialmedia.mayoclinic.org/

Start with Twitter• Follow @hjluks, @doctor_v, @edbennett, @epatientDave, @leeaase, @philbaumann, @mayoclinic, many others!• Show up for ‘Tweetchats’, i.e., #HITsm, HCSM• Listen, learn, contribute…• Familiarize yourself with platforms and tools, e.g., WordPress, BlogTalk Radio, YouTube, Facebook, uStream, and TweetDeck, Hootsuite, Flipboard, G+, Pinterest, Tumblr2/26/2012 HiMSS 2012

Then protect your brand Claim your ‘social media profile’ (both for branding & reputation management) YouTube Facebook BlogTalk Radio WordPress/Blogger/Tumblr Directories (Manta, Superpages, Ratings (Vitals, HealthGrades, Yelp, etc.)2/26/2012 HiMSS 2012

Q&A Gregg Masters, 760.458.1186 gregg@xanatemedia.com @2healthguru2/26/2012 HiMSS 2012

HiMSS 2012 Building a Digital Footprint

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