Plugging in to the Patient: Social Media Trends in Healthcare


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Presentation prepared for Rita Vest, President of Vest Advertising, to be given to the Heritage Regional Council Conference of IABC, 2010. I also have given this presentation several times in a longer speaking format to college classes in Communications at the University of Louisville.

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Plugging in to the Patient: Social Media Trends in Healthcare

  1. 1. A Full Service Advertising, Marketing and Public Relations Firm
  2. 2. Plugging in to the Patient
  3. 3.
  4. 4. 12.54% of Hospitals with Websites Use Social Media Source: – August 2009 6,000 US Hospitals 2,800 Hospital Websites 351 Use Social Media
  5. 5. How Are They Using It?
  6. 6. Where Do People Search Online for Health Information?
  7. 7. Consumers Are Consulting Commercial Sites and More for Health Information
  8. 8. <ul><li>A team of five internal journalists produced material with general audience interest: </li></ul><ul><li>Medical Edge TV—short weekly healthcast airing on more than 100 news stations in the US, Canada and even as far away as Egypt and the West Indies </li></ul><ul><li>Mayo Clinic Newspaper—a twice weekly, question and answer newspaper column syndicated nationally through Tribune Media Services </li></ul>Mayo Clinic Medical Edge — The Foundation of Their Strategy
  9. 9. <ul><li>$40 billion will be spent in the next 10 years in telemedicine </li></ul><ul><li>Lowers cost of patient interactions </li></ul><ul><li>Promotes wellness and prevention </li></ul><ul><li>Digitizes medical records </li></ul><ul><li>Increases patient loyalty and satisfaction </li></ul><ul><li>Investing in technology is a smart expenditure regardless of the outcome of healthcare reform </li></ul>Online Medical Resources Are the Wave of the Future
  10. 10. <ul><li>Customer service tool </li></ul><ul><li>Crisis communication & opt-in news channel </li></ul><ul><li>Employee recognition/fundraising tool </li></ul><ul><li>Public health information system </li></ul><ul><li>Referring physician interface/database </li></ul><ul><li>Community opportunity for patient sharing and support </li></ul><ul><li>Outreach platform from patients to their families </li></ul>Social Media for Hospitals — More than just Chat...
  11. 12. <ul><li> receives hundreds of amateur ads—winner gets $2500 cash. Contest widely reported in national mainstream news media. </li></ul><ul><li>E-cards—send a viral video card on flu prevention to your friends </li></ul><ul><li>Online toolkits for schools, universities to communicate to students </li></ul><ul><li>Extensive how-to information for special populations </li></ul>
  12. 13. <ul><li>When the FDA recalled several brands of peanut based products, people went to the Internet first for details. The FDA recall widget app got: </li></ul><ul><ul><li>19 million unique visitors for the main site </li></ul></ul><ul><ul><li>Placement on 20,000 websites </li></ul></ul>
  13. 14. CEO Management by Blogging <ul><li>Paul Levy, CEO Beth Israel Deaconess Hospital, Boston </li></ul>
  14. 15. <ul><li>700 jobs to be cut, mostly lower staff level </li></ul><ul><li>Announced town hall meetings on his blog </li></ul><ul><li>Town halls explained what needed to be done and asked the staff for suggestions </li></ul><ul><li>Boston Globe invite to attend an internal meeting </li></ul>His Blog is a Channel for Rallying Staff in Economic Crisis
  15. 16. CEO Management by Blogging
  16. 17. <ul><li>Standing ovations from employees & outpouring of team support on his blog </li></ul><ul><li>More than 100 messages an hour for days </li></ul><ul><li>Hundreds of suggestions for cost cutting </li></ul><ul><li>Departments and individuals offer to take pay cuts, giving up overtime, and vacation </li></ul>Results: 500 Jobs Saved
  17. 18. CEO Management by Blogging
  18. 19. <ul><li>Post every comment, no matter how negative </li></ul><ul><li>Treat all your employees like adults </li></ul><ul><li>Treat all employees as equally important </li></ul><ul><li>Reveal everything—infection rates, outcomes—and encourage interdepartmental competition </li></ul>Levy’s Lessons in Radical Transparency
  19. 20. Patients Are Amazed When You Listen and Respond...
  20. 22. Emmi to the People <ul><li>See instructional video for thousands of procedures </li></ul><ul><li>Look up medical terms in their wiki </li></ul><ul><li>Send a personal message to your doctor/surgeon </li></ul><ul><li>Send specific pre-operative instructions to patients </li></ul><ul><li>Can be used for doctors, hospitals, outpatient centers—monthly bill by size </li></ul>
  21. 23. <ul><li>Sutter Eden Medical in Castro Valley offers up-to-the-minute news of the construction of its new facility …including a 24/7 online webcam! </li></ul>Develop an Audience that Wants your PR
  22. 24. Nearly 1,500 People Follow their Releases on Twitter
  23. 25. <ul><li>Sutter Eden Medical used its news blog to confront a nurse’s strike head on. They even took the extremely bold step of embedding a link to the full text of the nurse’s lawsuit document online. </li></ul>Extend Your Communications Resources in Crisis
  24. 27. <ul><li>Brings vital information to the public quickly in an emergency </li></ul><ul><li>Allows the public to pass along correct information to their friends </li></ul><ul><li>Makes the information accessible by mobile phone </li></ul><ul><li>Clears the phone lines for only the most important calls </li></ul>Social Media is the Hero
  25. 28. <ul><li>University of Wisconsin Healthcare ( allows well-wishers of patients to create a free card online. It is then printed out and delivered to the patient in his or her room. </li></ul>Help Patients Reach Out to Their Families and Loved Ones
  26. 29. <ul><li>Patients at UW Health can create a custom update website with photos/video and Facebook- style wall </li></ul>Customized Care Pages Take the Stress Out of Family Updates
  27. 30. Increase Foundation Giving
  28. 31. <ul><li>When a patient has a good experience with a hospital employee, they can go to this website to write up their story </li></ul><ul><li>They can make a donation to the Integris Health Foundation in the employee’s name </li></ul><ul><li>The employee who is honored gets a Guardian Angel pin to wear on his or her uniform </li></ul><ul><li>Patients see these pins, ask, and the whole cycle starts again </li></ul>Integris Health Guardian Angel Program
  29. 32. Use Social Media to Create Niche Patient Communities
  30. 33. <ul><li>Password-protected patient community allows them to exchange tips with each other and offer support—a key for the long-term health of these patients </li></ul><ul><li>Sign up for educational sessions online, read latest research and national news in bariatrics </li></ul><ul><li>Ask questions of staff online </li></ul><ul><li>E-commerce for patients to buy special food, vitamins and other products just for bariatric patients </li></ul><ul><li>Download all new patient forms </li></ul>Georgetown Bariatrics Online Patient Services
  31. 34. <ul><li>In addition to a qualification test, Georgetown offers this self test, which allows potential patients to enter their information, and see how being obese raises their daily expenses. </li></ul>Georgetown Bariatrics Proves You Don’t Have to Be a Healthcare Giant to Be Big in Social Media
  32. 35. <ul><li>MD Anderson Center has online research publication for physicians about breakthroughs in cancer treatment. </li></ul>Use Online Tactics to Reach Out to Referring Physicians
  33. 36. <ul><li> portal allows physicians to book appointments, exchange files, hear dictated notes on their patient from MD Anderson Docs, and access clinical trial info </li></ul>Going the Extra Mile for Physician Accessibility
  34. 37. MDAnderson Online Professional Resources
  35. 38. <ul><li>Calculators to predict the response of patients to chemotherapy and probable survival rates </li></ul><ul><li>Database of information on complementary and alternative medicine and their effects on cancer </li></ul><ul><li>Second opinion service on tissue samples </li></ul><ul><li>Physicians network to provide MDAnderson branded cancer care nationwide </li></ul><ul><li>Online Oncology toolkit </li></ul>MD Anderson’s Amazing Array of Online Physician Support…
  36. 39. MD Anderson Online Oncology Toolkit
  37. 40. <ul><li>Offers iTunes University for referring physicians, with extensive, long format podcasts from MD Anderson’s cancer experts </li></ul><ul><li>Free online training programs for referring physician’s staff </li></ul><ul><li>Downloads of handout materials from every major medical conference regarding cancer </li></ul><ul><li>MD Anderson faculty speaker’s bureau </li></ul>MD Anderson Online Oncology Toolkit
  38. 41. Releases on Studies and Breakthroughs Aimed Directly at Medical Audience
  39. 42. Use Online Tools to Differentiate Your Brand
  40. 43. <ul><li>Goal to build Dr. Schrepferman as a national hub for vasectomy reversal </li></ul><ul><li>Video of his micro-surgery </li></ul><ul><li>Online message from Dr. Shep </li></ul><ul><li>Book travel for surgery through his online concierge </li></ul><ul><li>Conducts free online consultations with patients through Skype </li></ul>Vest Advertising/Dr. Shep
  41. 44. Mayo Clinic—A Lesson In How It’s Done
  42. 45. <ul><li>A team of five internal journalists produced material with general audience interest: </li></ul><ul><ul><li>Medical Edge TV—short weekly healthcast airing on more than 100 news stations in the US, Canada and even as far away as Egpyt and the West Indies </li></ul></ul><ul><ul><li>Mayo Clinic Newspaper—a twice weekly, question and answer newspaper column syndicated nationally through Tribune Media Services </li></ul></ul>Mayo Clinic Medical Edge—The Foundation of their Strategy
  43. 46. <ul><li>Medical Edge Radio—Daily 60 second health broadcast going to nearly 200 radio stations daily in the US, Canada, and even as far away as Australia </li></ul><ul><li>Created advertising/syndicated outposts on popular sites with sharing platforms. All roads point back to Mayo Clinic’s website properties. </li></ul>Mayo Clinic Medical Edge
  44. 47. <ul><li>Mayo expanded its program with more detailed podcasts, available on RSS, in bone health, cancer, children’s, men’s and women’s health </li></ul>Program Builds with iTunes
  45. 48. Simple Flip Camera Videos Used to Create Mayo Clinic YouTube Channel
  46. 49. <ul><li>Videos range from repurposed “Medical Edge” TV segments to spontaneous physician interviews, patient stories, and more </li></ul><ul><li>444 videos now on the channel (9/09) most ranging in viewers around 4.4 million viewers each </li></ul><ul><li>In spite of the huge volume of uploads, there are 712 RSS subscribers to the YouTube channel </li></ul>Low Investment=Big Results
  47. 50. <ul><li>Mayo tweets link to its existing online news stories and posts. More than 1,400 people follow them here. </li></ul>Mayo Clinic on Twitter
  48. 51. <ul><li>WordPress format makes news quick to upload </li></ul><ul><li>Journalists can enter interview requests online </li></ul><ul><li>Embargoed posts are password protected </li></ul>Mayo Clinic News Blog
  49. 52. <ul><li>Patient Blog allows grateful patients to upload their experiences </li></ul><ul><li>Submission guidelines warn patients of risk of public disclosure </li></ul>Sharing Mayo Clinic
  50. 53. <ul><li>8,981 fans follow Mayo on Facebook </li></ul><ul><li>Patient stories, general health discussions </li></ul><ul><li>Medical questions are always answered by a request to contact your physician </li></ul>Mayo Clinic on Facebook
  51. 54. <ul><li>Duke Health got nearly 5.5 billion unique views for its online videos </li></ul><ul><li>Henry Ford Health saw a 9.5 percent increase in registrations after it started offering live surgical Twitter casts </li></ul><ul><li>National Library of Medicine sees so much chatter about health online, they are starting to do a semantic language analysis of Twitter to identify emerging public health concerns </li></ul>Who Else is Getting Big Results?
  52. 55. <ul><li>Google Analytics—gives you a very good picture of the numbers of viewers on your site, when viewership spikes, and what pages interest them the most. You can also run the numbers for your competition! </li></ul><ul><li>Online polls give you instant visitor feedback </li></ul><ul><li># of RSS feed subscribers, # of Facebook fans </li></ul><ul><li>Online advertising helps support your site, and you can count visitors who click through, especially when you use a landing page </li></ul>How do we measure this?
  53. 56. <ul><li># of views on videos, # of downloads for podcasts </li></ul><ul><li>Google alerts to show who else is discussing you </li></ul><ul><li>Offsite analysis free tools—Quantcast, Compete, and Alexa </li></ul><ul><li>Paid services such as Radian6 </li></ul><ul><li>Increases in new patients, procedures done, or inquiries </li></ul>Measurement Tactics
  54. 57. <ul><li>Identify management’s priority areas and audiences </li></ul><ul><li>Start small with one initiative to one audience, or something simple like a news blog </li></ul><ul><li>Measure carefully </li></ul><ul><li>Get help from agencies and freelancers for overflow, professional editing and initial planning </li></ul><ul><li>Develop internal resources </li></ul>How to start?
  55. 58. <ul><li>Rita Vest, President </li></ul><ul><li>Vest Advertising, Marketing & Public Relations Louisville, KY </li></ul><ul><li>502-267-5335 </li></ul><ul><li>[email_address] </li></ul>Thanks for joining us today!
  56. 59. Websites Worth Visiting <ul><li> </li></ul><ul><li> r/InnovisHealthChannel </li></ul><ul><li> / </li></ul><ul><li> </li></ul><ul><li>https://m </li></ul><ul><li>http://w </li></ul><ul><li>http://ebennet </li></ul><ul><li> </li></ul>
  57. 60. A Full Service Advertising, Marketing and Public Relations Firm