Trends in Healthcare Social Media

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Leaders have a strong core of content marketing/education
Cautious experimentation by provider organizations
The Rise of e-Patients
Social Media’s role in patient engagement
Mobile devices impact
Where to we go from here?

Published in: Health & Medicine, Business

Trends in Healthcare Social Media

  1. 1. Trends in Social Media in Healthcare @JohnSharp LinkedIn.com/in/JohnSharp
  2. 2. Take Aways  Leaders have a strong core of content marketing/education  Cautious experimentation by provider organizations  The Rise of e-Patients  Social Media’s role in patient engagement  Mobile devices impact  Where to we go from here?
  3. 3. Social Media Hub
  4. 4. Centered Around a Blog
  5. 5. Content Marketing  an opportunity for marketers to reach customers with authentic, relevant, helpful and engaging information and conversations,  Works in healthcare because we are not trying to reach out to consumers based on price or selection – yet  Includes patient education, wellness information – nutrition and exercise
  6. 6. Experimentation  Pinterest – posting healthy recipes, graphics  Asking for feedback through Facebook  Healthcare Hashtag project http://www.symplur.com/healthcare-hashtags/
  7. 7. Feedback before social media  Letter addressed to CEO  May have forwarded to the employee receiving the compliment  Only a few people saw it  Rarely acted on  May or may not be replied to
  8. 8. Facebook Feedback
  9. 9. Healthcare Hastags
  10. 10. Quest for the Viral Video  No formula to predict  Empathy: The Human Connection to Patient Care  Originally intended for employees only  Now over 1 million views  Being imitated in England, elsewhere
  11. 11. Empathy Video
  12. 12. Rise of the e-Patient  An e-patient is a health consumer who participates fully in his/her medical care.  White paper: e-Patients: How they can help us heal health care e-Patient Dave
  13. 13. e-Patients Included  For conferences which include patients as participants and speakers  Began at TEDx Maastrict in the Netherlands by Lucien Engelen
  14. 14. e-Patients – the Walking Gallery  Regina Holliday paints jackets for e-Patients and other patient advocates  The owners assemble at conferences to act as a walking gallery of patient stories  Her husband died because his records were not electronic and could not be released easily for a second opinion
  15. 15. Patient Communities  Smart Patients  Patients Like Me  Diabetes Mine
  16. 16.  The Quantified Self is an international collaboration of users and makers of selftracking tools.  Report their self-tracking on social media
  17. 17. Social Media & Patient Engagement  Does it make a difference?  Is online engagement enough?  How do you measure?  Is there an impact on HCAP scores?  Addressing problems in real time
  18. 18. Measuring Impact
  19. 19. Sentiment Analysis Shows positive, negative and neutral comments Requires interpretation
  20. 20. Social Media & Patient Satisfaction  Axial Exchange Patient Engagement Index  Large social media presence and social media interaction  includes Yelp ratings and Facebook likes
  21. 21. Mobile Devices  Everyone continuously connected  Patients connected at the hospital, expect cell, wireless service to stay in touch  Dealing with photos and videos by employees and visitors  Do mobile devices enhance or interfere with care?
  22. 22. Mobile Devices  Need policy on use of mobile devices including photography and social media  Need to educate employees  Don’t block use but allow appropriate use
  23. 23. Where do we go from here?  Google Glass and other wearable devices  Social media – what’s next?  Infographs  The office visit of the future
  24. 24. Google Glass Uses in medical education and more
  25. 25. Social Media – What’s Next  More ways to share videos, photos  Easier to share health information, privately or publicly  More ways to develop communities  Social media impacting health  Social media impacting patient satisfaction
  26. 26. Infographs
  27. 27. Provider Visit of the Future
  28. 28. Warnings  Negative comments and reviews  Negative comments which grow out of control  Photos and comments from employees including HIPAA violations  Social media accounts being hacked
  29. 29. Address Social Media Complaints  Billing complaints, parking, negative patient experience  Address quickly  Delay in response could get more similar posts, negative comments  Divert offline – ask to call
  30. 30. Take Aways  Leaders have a strong core of content marketing/education  Cautious experimentation by provider organizations  The Rise of e-Patients  Social Media’s role in patient engagement  Mobile devices impact  Where to we go from here?
  31. 31. Two Kinds of People? Will you join the social media revolution to engage patients?

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