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Social Media in Healthcare  l  May 6, 2010  l  2<br />About Me<br />10 years in health care IT<br />Currently Research Inf...
Social Media in Healthcare  l  May 6, 2010  l  3<br />Disclosure<br />Advisory Board, Within3.com<br />Within3 enables tha...
Social Media in Healthcare  l  May 6, 2010  l  4<br />Case Study<br />About Cleveland Clinic<br />Social Media evolution<b...
Social Media in Healthcare  l  May 6, 2010  l  5<br />Cleveland Clinic<br />
Social Media in Healthcare  l  May 6, 2010  l  6<br />Cleveland Clinic<br />Founded in 1921 <br />Not-for-profit group pra...
 Nation’s #1 heart program
 16 specialties ranked</li></li></ul><li>Social Media in Healthcare  l  May 6, 2010  l  7<br />Cleveland Clinic<br />One o...
Social Media in Healthcare  l  May 6, 2010  l  8<br />Web Strategy<br />Increase brand awareness regionally, nationally, i...
Social Media in Healthcare  l  May 6, 2010  l  9<br />ClevelandClinic.org<br />
Social Media in Healthcare  l  May 6, 2010  l  10<br />MyConsult:<br />Your First Choice for a Second Opinion<br />MyChart...
Social Media in Healthcare  l  May 6, 2010  l  11<br />Office of Patient Experience<br />Create a unified, welcoming exper...
Social Media in Healthcare  l  May 6, 2010  l  12<br />Early Social Media<br />Unofficial Blogs – Clinical Cases and Image...
Social Media in Healthcare  l  May 6, 2010  l  13<br />Early Social Media Evolution<br />Value not clear to Marketing, Inf...
Social Media in Healthcare  l  May 6, 2010  l  14<br />How Social Media Fits Today<br />2009 – CMO presents to Board, gain...
Social Media in Healthcare  l  May 6, 2010  l  15<br />Open to comments<br />My husband has had one conversation with a st...
Social Media in Healthcare  l  May 6, 2010  l  16<br />Twitter<br />
Social Media in Healthcare  l  May 6, 2010  l  17<br />LinkedIn – for Recruitment<br />
Social Media in Healthcare  l  May 6, 2010  l  18<br />YouTube Channel<br />
Social Media in Healthcare  l  May 6, 2010  l  19<br />Presenting…ClevelandClinicMobilem.clevelandclinic.org<br />
Social Media in Healthcare  l  May 6, 2010  l  20<br />Governance<br />Social Media Committee<br />About 25 from Marketing...
Social Media in Healthcare  l  May 6, 2010  l  21<br />Single Accounts or Multiple?<br />Brand dilution?<br />On message?<...
@ClevClinicHeart
@CleveClinic_CME
@CCLRI</li></li></ul><li>Social Media in Healthcare  l  May 6, 2010  l  22<br />Using Social Media for Quality Improvement...
Social Media in Healthcare  l  May 6, 2010  l  23<br />Low Cost to Entry<br />Return on Investment<br />Soft<br />Engageme...
Social Media in Healthcare  l  May 6, 2010  l  24<br />Social Media Risks – Real but Manageable<br />Security and Privacy<...
Social Media in Healthcare  l  May 6, 2010  l  25<br />Employee Social Media Policy<br />Don’tshare any information about ...
Social Media in Healthcare  l  May 6, 2010  l  26<br />Future<br />Mobile Apps – wellness, other<br />Convergence of eHeal...
Social Media in Healthcare  l  May 6, 2010  l  27<br />Wellness<br />Convergence<br /><ul><li>Comprehensive</li></ul>Onlin...
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Social Media in Health Care - Engagement

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From J. Boye Conference in Philadelphia, May 2010

Published in: Health & Medicine

Social Media in Health Care - Engagement

  1. 1.
  2. 2. Social Media in Healthcare l May 6, 2010 l 2<br />About Me<br />10 years in health care IT<br />Currently Research Informatics Manager<br />Previously in IT Web Services<br />Intranet Redesign<br />Initial stages of Internet site redesign<br />SharePoint administration<br />Now on Social Media Committee<br />Speak on social media and use of EMR data in research<br />
  3. 3. Social Media in Healthcare l May 6, 2010 l 3<br />Disclosure<br />Advisory Board, Within3.com<br />Within3 enables that engagement by building and sustaining secure online communities for formal and informal networks of health professionals. <br />
  4. 4. Social Media in Healthcare l May 6, 2010 l 4<br />Case Study<br />About Cleveland Clinic<br />Social Media evolution<br />How does a social media strategy fit?<br />Convergence and ePatients<br />Wrap and questions<br />
  5. 5. Social Media in Healthcare l May 6, 2010 l 5<br />Cleveland Clinic<br />
  6. 6. Social Media in Healthcare l May 6, 2010 l 6<br />Cleveland Clinic<br />Founded in 1921 <br />Not-for-profit group practice<br /> 1,800 physicians and scientists<br /> Innovations include:<br />Firstcoronary angiography<br /> Development and refinement of coronary bypass surgery<br />First minimally invasive aortic heart valve surgery<br />First successful larynx transplant<br /> Discovery of first gene linked to coronary artery disease <br /> Statistics:<br /> Clinical visits: 3,062,772 ♦ Surgical cases: 231,803<br /> Admissions: 112,058 ♦Emergency visits: 392,042<br /><ul><li>4th among nation’s 6,000 hospitals
  7. 7. Nation’s #1 heart program
  8. 8. 16 specialties ranked</li></li></ul><li>Social Media in Healthcare l May 6, 2010 l 7<br />Cleveland Clinic<br />One of the US’s largest and busiest hospitals<br />Case mix index highest of all hospitals<br />Patients visit from 50 states and more than 100 countries annually<br />Main Campus<br />16 Family Health Centers in Ohio<br />Cleveland Clinic Health System<br />10 Community hospitals and 2 affiliate hospitals<br />39,250 employees<br />Nevada<br />Lou Ruvo Center for Brain Health<br />Florida<br />Weston Clinic and hospital<br />Canada<br />Toronto Health and Wellness Centre<br />Abu Dhabi<br />Operational in 2012, multi-specialty hospital and clinic<br />
  9. 9. Social Media in Healthcare l May 6, 2010 l 8<br />Web Strategy<br />Increase brand awareness regionally, nationally, internationally<br />Bring in new patients<br />Increase traffic to website<br />Stay in the forefront in the media<br />Recruit the best physicians and health care professionals<br />Provide education, promote research<br />
  10. 10. Social Media in Healthcare l May 6, 2010 l 9<br />ClevelandClinic.org<br />
  11. 11. Social Media in Healthcare l May 6, 2010 l 10<br />MyConsult:<br />Your First Choice for a Second Opinion<br />MyChart:<br />Your Personal Health Connection<br />VirtualVisit:<br />Patient/PhysicianInteraction Globally<br />MyMonitoring:<br />Ongoing Condition Reporting from Home<br />eHealth Services<br />Patients<br />Providers<br />MyPractice●Community<br />MyPractice:<br />Electronic Medical Record System<br />eResearch:<br />Research Standardization: Real Data; Real Results<br />Dr.Connect:<br />Improved Communication; Improved Care<br />
  12. 12. Social Media in Healthcare l May 6, 2010 l 11<br />Office of Patient Experience<br />Create a unified, welcoming experience for patients and families<br />Environment – from calming entry way to design of patient rooms<br />Welcoming – greeters, training<br />Online experience<br />
  13. 13. Social Media in Healthcare l May 6, 2010 l 12<br />Early Social Media<br />Unofficial Blogs – Clinical Cases and Images for medical education<br />AskDrWiki.com – medial reference (unofficial)<br />Answering forum questions on MedHelp.org – Marketing initiative since 2000<br />CEO blog (internal for employee communications) – July 2007<br />Physician online chats – from Heart Institute - 2004<br />
  14. 14. Social Media in Healthcare l May 6, 2010 l 13<br />Early Social Media Evolution<br />Value not clear to Marketing, Information Technology, Administration<br />Early adopters experimenting around the edges of the organization<br />Most social media blocked from employee access<br />Seen as distraction from work<br />Late 2008 - CMO brings together group to review value, strategy<br />
  15. 15. Social Media in Healthcare l May 6, 2010 l 14<br />How Social Media Fits Today<br />2009 – CMO presents to Board, gains buy-in<br />Official Social Media Launch – Feb. 2009<br />Facebook – Wellness, links back to website<br />Twitter – daily wellness tips, seminars, discoveries<br />LinkedIn – recruitment, professional community<br />YouTube – content, diseases and conditions, discoveries, patient stories<br />
  16. 16. Social Media in Healthcare l May 6, 2010 l 15<br />Open to comments<br />My husband has had one conversation with a staff member at Cleveland Clinic, and I love you all already. The person he talked with was knowledgeable, professional, empathetic, and encouraging. Thank you for giving him hope after a long and difficult medical crisis. We can't wait for his surgery!<br />
  17. 17. Social Media in Healthcare l May 6, 2010 l 16<br />Twitter<br />
  18. 18. Social Media in Healthcare l May 6, 2010 l 17<br />LinkedIn – for Recruitment<br />
  19. 19. Social Media in Healthcare l May 6, 2010 l 18<br />YouTube Channel<br />
  20. 20. Social Media in Healthcare l May 6, 2010 l 19<br />Presenting…ClevelandClinicMobilem.clevelandclinic.org<br />
  21. 21. Social Media in Healthcare l May 6, 2010 l 20<br />Governance<br />Social Media Committee<br />About 25 from Marketing, Corporate Communications, Education, Research, an attorney<br />Discuss monitoring and new initiatives<br />Strategy<br />Business cases for new uses of social media<br />
  22. 22. Social Media in Healthcare l May 6, 2010 l 21<br />Single Accounts or Multiple?<br />Brand dilution?<br />On message?<br />Updated regularly?<br />Different audiences?<br />What is the business case?<br />Twitter<br /><ul><li>@ClevelandClinic
  23. 23. @ClevClinicHeart
  24. 24. @CleveClinic_CME
  25. 25. @CCLRI</li></li></ul><li>Social Media in Healthcare l May 6, 2010 l 22<br />Using Social Media for Quality Improvement?<br />Must define quality improvement goals<br />Dealing with complaints?<br />Social media as a suggestion box?<br />Wait times, phone calls not returned<br />On hold with the Cleveland Clinic for 10 minutes. It only took me 30 minutes to make my last appointment. #HowDoPeopleWhoWorkDealWithThis<br />
  26. 26. Social Media in Healthcare l May 6, 2010 l 23<br />Low Cost to Entry<br />Return on Investment<br />Soft<br />Engagement – two way communication<br />Telling patient stories<br />Additional content channels<br />Reputation, brand enhancement<br />Hard<br />Drive traffic to website<br />Increase attendance at health lectures<br />New patients making appointments<br />Conversions – new patients keep appointments<br />Other efficiencies<br />
  27. 27. Social Media in Healthcare l May 6, 2010 l 24<br />Social Media Risks – Real but Manageable<br />Security and Privacy<br /> Patient information, friending patients<br /> Employee harassment <br />Intellectual Property <br /> Research or proprietary information leaks<br /> Violating embargos, Non-disclosures<br />Technical<br />TinyURL – links to worms, malicious code<br />Facebook and Twitter accounts being hacked<br />
  28. 28. Social Media in Healthcare l May 6, 2010 l 25<br />Employee Social Media Policy<br />Don’tshare any information about patients<br />Any selling or soliciting donations must be approved in advance<br />Make it clear that you are posting your own opinions and not those of your employer<br />Don’tpublish confidential or proprietary information<br />Posting and viewing social media sites should not interfere with your work<br />Post to social media sites should not contain any product or service endorsements or any content that may construed as political lobbying, solicitations or contributions<br />Approved Social Media Networkers should stay within the scope of their role in posting on behalf of the organization<br />
  29. 29. Social Media in Healthcare l May 6, 2010 l 26<br />Future<br />Mobile Apps – wellness, other<br />Convergence of eHealth and Social Media<br />Social Media strategy – taking it to the next level<br />Continue to fit social media into the character of our organization<br />
  30. 30. Social Media in Healthcare l May 6, 2010 l 27<br />Wellness<br />Convergence<br /><ul><li>Comprehensive</li></ul>Online experience<br />-Interact withonline communities<br />-mobile apps<br />-home monitoring<br />-wellness &disease prevention<br />-new social mediatrends<br />Health Content<br />Website<br />Find MD<br />Second Opinion<br />eHealth<br />PHR<br />Google Health<br />Twitter<br />blogs<br />Social Media<br />YouTube<br />Facebook<br />
  31. 31. Social Media in Healthcare l May 6, 2010 l 28<br />Take Aways<br />Start with the big 4 <br />Monitor what people are saying about you<br />Open the channels of two-way communication – engagement<br />Engage employees in the social media strategy<br />Look for opportunities for quality improvement<br />
  32. 32. Social Media in Healthcare l May 6, 2010 l 29<br />Cleveland Clinic Social Media<br />Twitter - @ClevelandClinic<br />Facebook - facebook.com/ClevelandClinic<br />YouTube - youtube.com/ClevelandClinic<br />LinkedIn - linkedin.com/groups?gid=136543<br />Website: my.clevelandclinic.org<br />Mobile: m.clevelandclinic.org<br />
  33. 33. Social Media in Healthcare l May 6, 2010 l 30<br />card.ly/JohnSharp<br />

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