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Social media in healthcare bilbao


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Social media in healthcare bilbao

  1. 1. Social Media inHealthcareA Reasoned ApproachJohn SharpCleveland Clinic
  2. 2. Manager, Research Informatics, Cleveland ClinicCleveland, Ohio, USAJOHN SHARP
  3. 3. Cleveland Clinic• 1300 bed main hospital• 9 Regional Hospitals• 54,000 admissions, 2 million visits• Group practice of 2700 salaried physicians and scientists• 3000+ research projects• Innovative Medical School• 30 spin off companies• Office of Patient Experience
  4. 4. • Continuing Medical Education • Cleveland Clinic Leadership Academy • Affiliate Program • InnovationsOpportunities for Collaboration
  5. 5. The Question• Is Social Media in Healthcare Helpful or Harmful?
  6. 6. My Approach• With proper controls in place, Social Media can have many benefits in healthcare
  7. 7. Changing Medicine
  8. 8. Why do hospital fear and blocksocial media?• Revealing confidential patient information• Posting unauthorized photos or videos of patients• Looking unprofessional• Making negative comments about patients or the hospital• Giving unauthorized medical advice• Negative comments by patients• Employees waste time, distracted
  9. 9. But the Advantagesoutweigh the Risks• Ease of use of Web 2.0 technology• Low barrier to entry• Improved communication – another tool for communication especially around common themes• Engagement – particularly for patients. Encourages interaction, no longer one-way communication• People can find other coping with similar conditions• Participatory Healthcare
  10. 10. How to Proceed• CASE STUDY: CLEVELAND CLINIC TAKES A STEPLADDER APPROACH TO ACHIEVE SOCIAL MEDIA SUCCESS• Start Small And Engage The Enterprise To Overcome A Regulated Environment• Forrester Research white paper
  11. 11. Brief History• 2007 – 2008• Several individual bloggers also using Twitter, no one representing the hospital in social media• No policy• Little awareness among leadership or employees of how to use, its impact• No one listening
  12. 12. Importance of Social Media to Listen • People are already talking about your hospital on social media • Are they saying good things or bad? • Temperament analysis • Many tools available to monitor, listen “You all are the best at CC. Thank you for your care! May 2011 heart valve recipient!””Cleveland Clinic is the best place to have this treatment” “Once again, Cleveland Clinic is on the cutting edge of technology!”
  13. 13. TransformationStep 1• Chief Marketing Officer brought together key stakeholders• Developed a strategy – where to start, what to do• Facebook and Twitter accounts started – only a few posts per week, most pointing to news about us and press releases• Employee policy developed
  14. 14. Employee Social Media Policy• Don’t share patient information• Only specified employees post information on official social media accounts• If you have a personal account, state that these are your own opinions, not those of the hospital• Don’t let social media distract you from your work – Patients First
  15. 15. TransformationStep 2• Expand YouTube Channel – post existing library of videos, produce more using Flipcam. Interviews with patients, physicians, researc hers• Focus on wellness messages on Facebook and Twitter• Initiate and expand online chats• Integrate messages with traditional media
  16. 16. TransformationStep 3• Develop blogs – Heart, Rheumatology, general with key physicians writing with guidance• New programs – MoveIt – using social media and local sports team to encourage physical activity• Routinely use links back to the hospital website• Encourage posting by patients on Facebook• Engaging patient communities
  17. 17. Engaging Patient Communities• Rare disease ideal for this – patients disconnected geographically, practical information often lacking Marfan’s Syndrome online community
  18. 18. Missteps• Not having a social media expert on the team from the start• Wanting to play catch up with other hospitals instead of focusing on our unique approach to social media for our patients• Delay in allowing use of social media at work• Blocking YouTube, streaming media• Lack of education of employees about social media advantages
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  20. 20. Digital Professionalism• Dr. Bryan Vartabedian, Texas Children’s Hospital blogs at• Posted video orientation for physicians:
  21. 21. Legal Issues1. Privacy2. Content Ownership3. Intellectual property infringement4. Unauthorized activities5. Regulatory compliance6. Codes of professional responsibility7. Conflict of Interest
  22. 22. Conclusions• Social media has great potential in healthcare • Patient engagement with hospitals, providers • Patient communities, ePatients • Professional online communities • Apps and tools to improve health• There have been misuses • Can be minimized through employee policies and education • Need to listen to what people are saying about you on social media • Minimize the use of personal mobile devices in care settings
  23. 23. Contact me• @JohnSharp••••• @ClevelandClinic••