3. • Why should physician
leaders have an online
social presence?
• What are the
patterns of information
flow on social networks?
• How can your
practice implement a
social media program?

4. • Why should physician
leaders have an online
social presence?
• What are the patterns
of information flow on
social networks?
• How can your practice
implement a social media
program?

5. Patients will Google You

6. Patients will Google You

7. Curating Content

8. Curating Content
85%
of US adults use the
internet

9. Curating Content
72%
of US adults use the
internet for health
information

10. Curating Content
24%
of US adults post
about their health

11. Curating Content
27%
of US adults post
REVIEWS about
medical experiences

14. before

16. PATIENTS

17. PATIENT ADVOCACY
GROUPS

18. HEALTH-POLICY EXPERTS

19. A Sample of Healthcare Groups
• #BCSM (breast-cancer social media)
• #LCSM (lung-cancer social media)
• #HCLDR (healthcare leaders)
• #HITsm (health IT social media)
• #MedEd (medical education)
• #BTSM (brain tumor social media)

21. http://www.symplur.com/healthcare-
hashtags/ontology/radiology/

22. CLINICAL Scientific Disciplines
#OncoRad Oncologic radiology #MolRad Molecular imaging
#IRad
Vascular interventional
Radiology
#RadPhys Radiology physics
#IROnc Interventional Oncology #RadHSR
Radiology Health Services
Research
#PedsRad Pediatric Radiology #RadLeaders Radiology leadership
#HNRad Head/Neck Radiology #FOAMRad
Free-open access radiology
education
#NeuroRad Neuro Radiology #RadRes
Issues pertinent to trainees
and education
#NucMed Nuclear Medicine #GlobalRad Global Radiology
#MSKRad Musculoskeletal Radiology #RadSafety Radiation safety
#AbdRad Abdominal Radiology #RadQI Radiology quality improvement
#CVRad Cardiovascular imaging #HITRad Radiology informatics
#ChestRad Chest Radiology #TeleRad Teleradiology
#MRI MRI #POCUS
Research related to point-of-
care US
#CTRad Computed Tomography #radiology Generic reference to radiology
#USRad Ultrasound #RadCME CME offerings in radiology
#Mammo Mammography #RadEcon Radiology economics
#OBRad Obstetrics Radiology #RadPolicy Radiology health policy
#EMRad Emergency Radiology
#MSKUS MSK Ultrasound

23. Physicians on Twitter
• Currently tracking 889 US Radiologists on Twitter
• 167k tweets in 2014 (~500/day)
• Average doc tweets 1.06x/Day

24. Physicians on Twitter
• 947 Emergency Medicine Physicians
• 1342 Pediatricians

25. Courtesy of Greg Matthews (MDigitalLife)

27. •Be discoverable
•Control your personal brand
•Help your patients
•Build your information
network

28. • Why should physician
leaders have an online
social presence?
• What are the
patterns of information
flow on social networks?
• How can your practice
implement a social media
program?

32. “Less than 1% of Twitter adoptions occur beyond more than
one degree from the seed.”
“Zero adoptions have 90% adoption beyond one degree.”
“Vast majority of adoptions do not result from multi-step
diffusion.”

33. “The most popular online products and ideas grow through
person-to-person communication.”
“Only after tracing the propagation of over 1 billion pieces of
content can we collect enough examples of large, viral cascades
to observe their subtle properties.”

34. “User generated content exhibits a
stronger impact than marketer-generated
content on consumer purchase behavior.”

36. • Why should physician
leaders have an online
social presence?
• What are the patterns
of information flow on
social networks?
• How can your
practice implement a
social media program?

41. Implementation Strategy
Department Blog
• Purpose
The CCHMC Radiology department’s social media presence
will serve as a medium for information dissemination
regarding pediatric radiology to all members of the public,
increase the department’s worldwide exposure, and establish
our status as the world’s leader in quality, safety, informatics,
academics, and patient care in pediatric radiology.

42. Implementation Strategy
Department Blog
• Purpose
The CCHMC Radiology department’s social media presence
will serve as a medium for information dissemination
regarding pediatric radiology to all members of the public,
increase the department’s worldwide exposure, and establish
our status as the world’s leader in quality, safety, informatics,
academics, and patient care in pediatric radiology.

43. Implementation Strategy
Department Blog
• Purpose
The CCHMC Radiology department’s social media presence
will serve as a medium for information dissemination
regarding pediatric radiology to all members of the public,
increase the department’s worldwide exposure, and establish
our status as the world’s leader in quality, safety, informatics,
academics, and patient care in pediatric radiology.

44. Implementation Strategy
Department Blog
• Purpose
The CCHMC Radiology department’s social media presence
will serve as a medium for information dissemination
regarding pediatric radiology to all members of the public,
increase the department’s worldwide exposure, and establish
our status as the world’s leader in quality, safety, informatics,
academics, and patient care in pediatric radiology.

45. Implementation Strategy
Department Blog
• Content Committee
• Governance Committee
• Structure

46. Implementation Strategy
Department Blog
• Content Committee
• Governance Committee
• Structure

47. Implementation Strategy
Department Blog
• Content Committee
• Governance Committee
• Structure• How do we do it? (1 per week)
• Research (1 per week)
• What makes us different?/Why
do we do that? (1 per week)
• Meet the team (1 per 2 weeks)
• Patient stories (1 per 2 weeks)

48. Implementation Strategy
Department Blog
• Content Committee
• Governance Committee
• Structure

49. Implementation Strategy
Department Blog
• Content Committee
• Governance Committee
• Structure
• Length of text posts
• Length of videos
• Interview format

50. Challenges to Implementation
Local politics

51. Challenges to Implementation
Local politics
Blog design Marketing
Enterprise
message
Hospital social
media presence

52. Implementation Summary
• Goal = Sustainable and politically
appropriate social media presence
• Content
• Consider a content committee
• Governance committee
• Daily social media management
• Manage relationships with local marketing
team

61. Case Study: MGH Mammography
Nov Dec Jan Feb
Start date:
Nov 20
End date:
Feb 28

62. Case Study: MGH

63. Case Study: MGH
• >2.3M impressions from
Google and FB
• Geotargeting women >37
• 6.2K visitors to scheduling
page
• ~77% of total traffic

64. Case Study: MGH
• 50 phone calls to request a
mammogram
• 525 new Facebook fans

65. Case Study: MGH
• Of the ~8K visitors to scheduling page
– 80% paid traffic
» 81% from Facebook
» 19% from Google
– 20% unpaid traffic
» 73% from Google
» 7% direct

66. Case Study: MGH
• Of the ~8K visitors to scheduling page
– 54% of all traffic on a mobile device
» 30% on phone
» 24% on tablet
– 62% of paid traffic from a mobile device
» 34% on phone
» 28% on tablet
– 30% of unpaid traffic from a mobile device
» 14% on phone
» 16% on tablet

67. Case Study: MGH
8000 visitors
335
scheduling
submissions
300 exams
4% conversion

68. Case Study: MGH
• Facebook outperformed Google for traffic
– Greater reach
– Increased Facebook fan base (primarily mobile
users)
• Google outperformed Facebook for
conversions
– 9% conversion rate during Google-only month (Dec)
– 2 – 5% conversion rate during Facebook-dominant
months (Jan and Feb)

69. • Why should physician
leaders have an online
social presence?
• What are the
patterns of information
flow on social networks?
• How can your
practice implement a
social media program?

71. Since then:
• ACEP US group has issued
a statement that POCUS
is not an extension of the
physical exam

72. Since then:

75. thank you

76. Matt Hawkins, MD
@MattHawkinsMD
matt.hawkins@emory.edu