Healthcare Social Media: using word of mouse to build a practice by educating, engaging, & empowering patients.

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Healthcare Social Media: using word of mouse to build a practice by educating, engaging, and empowering patients. Sharing my insights and experience in this presentation at the 4 corners MGMA conference - 4/25/2012.

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Healthcare Social Media: using word of mouse to build a practice by educating, engaging, & empowering patients.

  1. 1. 4 Corners MGMA Conference optimawomenshealthcare.com drjerath.com
  2. 2. 4 Corners MGMA Conference Social Media Doctor Doctor heads to social media to find patients 9News Video Profile story by Cheryl Preheim November 4, 2011 http://on9news.tv/sjozH2
  3. 3. General Information
  4. 4. 4 Corners MGMA Conference Vandna Jerath, MD, FACOG FACOG - Board-Certified Private practice - 13 years Previously in Westminster/Thornton Recently relocated to Parker Adventist Hospital Full-scope obstetrics & gynecology Enjoy education and community outreach Disclosure – no affiliations Not a social media expert – just decided to try it Now active user and advocate Now a local pioneer, expert, and resource Presentation for DMS, PAH, consulting, case studies drjerath.com
  5. 5. 4 Corners MGMA Conference Optima Women’s Healthcare Services  Low and high risk obstetrics  Minimally invasive gynecologic surgery  Novasure and Thermachoice Endometrial ablation  Essure sterilization  Family planning and infertility  Menopause and hormone replacement therapy  Bladder retraining and incontinence surgery Women’s health resource/expert Female empowerment Spa-like setting Individualized, personalized, and compassionate care optimawomenshealthcare.com
  6. 6. 4 Corners MGMA Conference Learning Objectives Learn about social media, the variety of platforms, and why it is so important Learn how social media impacts healthcare and how you can benefit from healthcare social media. Learn how to grow your practice (or promote other healthcare objectives) via word of mouse.
  7. 7. Overview
  8. 8. 4 Corners MGMA Conference What is Social Media? A cocktail party or networking event Microblogging or “small talk” Collaborative online networking and communication Starting a conversation Developing a relationship Maintaining communication 60-90% people use internet for health related information Usage Personal vs professional Here to stay – NOT A TREND Strong growth and future Time to get on board
  9. 9. 4 Corners MGMA Conference Inspiration “Profits are like oxygen. You need it to survive, but ultimately what matters is passion, growth, and a higher purpose.” @zappos – Tony Hsieh, CEO http://blogs.zappos.com/blogs/ceo-and-coo- blog/2009/01/25/how-twitter-can-make-you-a-better-and- happier-person  “Transparency & Values: Twitter constantly reminds me of who I want to be, and what I want Zappos to stand for”  “Reframing Reality: Twitter encourages me to search for ways to view reality in a funnier and/or more positive way”  “Helping Others: Twitter makes me think about how to make a positive impact on other people’s lives”  “Gratitude: Twitter helps me notice and appreciate the little things in life”
  10. 10. 4 Corners MGMA Conference Growth and Reach of Social Media  To reach 50 million users  Radio - 38 years  TV - 13 years  Internet - 4 years  Facebook – less than 6 months  Social Media Now  Facebook - 850 million users  Twitter - 500 million users  Linked In - 150 million users  YouTube - 500 million users  Google+ - 90 million users  Pinterest – 10 million users  Blogs - 150 million  Other - My Space, Flickr, Yelp, Yammer  Medical – Sermo, Medpedia, PPT
  11. 11. 4 Corners MGMA Conference A Day In the Internet Infographic Demonstrates the power and reach of the internet http://www.mbaonline.com/a-day-in-the-internet/
  12. 12. 4 Corners MGMA Conference Hospital Usage U.S. Hospitals that use Social Networking tools 1,229 Hospitals total  575 YouTube Channels  1068 Facebook pages  814 Twitter Accounts  566 LinkedIn Accounts  946 Four Square  149 Blogs  55 Google + Circle 4,173 Hospital Social Networking Sites Source: http://ebennett.org/hsnl/#ixzz1t1Q0KAV5
  13. 13. 4 Corners MGMA Conference Types of Social Media  Facebook  Twitter  Linked In  YouTube  Google +  Pinterest  Four Square  My Space  Flickr  Tumblr  Yelp  Yammer  Blog  Website  Medical  Sermo  Medpedia  PPT
  14. 14. 4 Corners MGMA Conference Why Use Social Media? My Top Ten Reasons Branding Marketing Patient and Self -Education Community Outreach Innovation Loyalty Growth Interest/Interaction/Engagement Networking/Messaging Direct Access
  15. 15. My Experience
  16. 16. 4 Corners MGMA Conference My Social Media Usage  Facebook  Facebook.com/drjerath  Facebook.com/optimawhc  Twitter  Twitter.com/drjerath  Twitter.com/optimawhc  YouTube  Youtube.com/doctorjerath  Linked In  Linkedin.com/in/drjerath  Google +  Gplus.to/drjerath  Gplus.to/optimawhc  Pinterest  Pinterest.com/drjerath  Pinterest.com/optimawhc  Blog  Drjerath.com  Website  Optimawomenshealthcare.com
  17. 17. 4 Corners MGMA Conference My Content Women’s health My ob/gyn practice Baby photos (with patient consent) Pregnancy tips Medical issue in the news General medicine Healthcare reform Health awareness promotion Trivia – OptimaWHC Healthe-Challenge Sports Politics World news Fashion
  18. 18. 4 Corners MGMA Conference My Costs & Investment FREE Time is money Time investment Full-time ob/gyn, patients come first 3 months solid to get started Maintenance 1-2 hours/week Minimal website and blog hosting fee < $20/month Marketing Most practices 5-10% of revenue I spend < $1000/year
  19. 19. 4 Corners MGMA Conference My Success  One of the first physicians locally with extensive social media involvement  New physician in new market/community  Marketing and growth opportunity  New patients  Creating a brand and credibility  Develop and maintain loyalty  Provide transparency  Patient and community outreach and education  Ability to be a resource  Patient interaction and word of mouse  Direct physician access  Positive image  Exponential growth  Increased online visibility  Higher SEO  Network with other colleagues  New opportunities  Considered a local #hcsm expert and pioneer  Writing articles, interviews, blogs, presentations, consulting  Staff involvement  FUN  Over 5000 social media connections
  20. 20. 4 Corners MGMA Conference My ROI 25 10 40 25 Patient Referral Sources COG Patients Print/Other Referrals Social Media
  21. 21. My Positive Exposure
  22. 22. 4 Corners MGMA Conference Facebook.com/greenwaymedical
  23. 23. 4 Corners MGMA Conference Doctors and Social Media: should the two mix?
  24. 24. 4 Corners MGMA Conference Doctors and Social Media: should the two mix?  http://exm.nr/jZpc9w  Another local doctor that tweets frequently is Dr. Vandna Jerath, MD of Optima Women's Healthcare. She tweets both about what's going on in the women's health field locally and on a more global scale, showing that she keeps up-to-date with current medical knowledge. She also engages people on a personal level, whether they are patients or not. For example, awhile back a rather touchy, and often considered controversial, subject came up. When differing points of view were presented, she didn't attack or say anything resembling "I'm a doctor so what I say is the only thing that matters," like many doctors I have encountered. She addressed each point of view from an honest perspective and even acknowledged that, in some cases, what is right for one family may not be right for another. I admit that I was very impressed by this. I'm not a patient of either of these doctors but I follow them, regardless, as the information that they share can be helpful, especially in the case of Dr. Jerath.
  25. 25. 4 Corners MGMA Conference Facebook Tips for Doctors’ Offices and Medical Practices
  26. 26. 4 Corners MGMA Conference Facebook Tips for Doctors’ Offices and Medical Practices
  27. 27. 4 Corners MGMA Conference Facebook Tips for Doctors’ Offices and Medical Practices  http://bit.ly/rqZiOa  Be a source of health tips or medical news  Answer a medical question in general terms, suggest an appointment  Answer common questions coming in to the office  Answer a patient billing complaint  Always thank patients for endorsements(it encourages more)  Show benefits and answer questions about a therapy  Show a specificexpertise  Show a new or improved piece of technology  Show an educational video  Introduceor recognize doctors and staff  Introduceor recognize doctors and staff  Show some personality of your office  Offeran educational or inspirational contest on Facebook  Ask a question with Facebook’s polling function  Make a seasonal or short-timeoffer  Promoteyour patient portal or blog  Show communityspirit — let your page be a neighborhood bulletin board
  28. 28. 4 Corners MGMA Conference Physician Social Media Users Say ROI is Real - http://bit.ly/ulufhp
  29. 29. My Social Media
  30. 30. 4 Corners MGMA Conference Facebook.com/drjerath
  31. 31. 4 Corners MGMA Conference Facebook.com/drjerath
  32. 32. 4 Corners MGMA Conference Facebook.com/drjerath
  33. 33. 4 Corners MGMA Conference Facebook.com/drjerath
  34. 34. 4 Corners MGMA Conference Facebook.com/drjerath
  35. 35. 4 Corners MGMA Conference Facebook.com/drjerath
  36. 36. 4 Corners MGMA Conference Facebook.com/optimawhc
  37. 37. 4 Corners MGMA Conference Facebook.com/optimawhc
  38. 38. 4 Corners MGMA Conference Facebook.com/optimawhc
  39. 39. 4 Corners MGMA Conference Facebook.com/optimawhc
  40. 40. 4 Corners MGMA Conference Facebook.com/optimawhc
  41. 41. 4 Corners MGMA Conference Facebook.com/optimawhc
  42. 42. 4 Corners MGMA Conference Facebook.com/optimawhc
  43. 43. 4 Corners MGMA Conference Facebook.com/optimawhc
  44. 44. 4 Corners MGMA Conference Facebook.com/optimawhc
  45. 45. 4 Corners MGMA Conference Facebook.com/optimawhc
  46. 46. 4 Corners MGMA Conference Facebook.com/optimawhc
  47. 47. 4 Corners MGMA Conference Twitter.com/drjerath
  48. 48. 4 Corners MGMA Conference Twitter.com/drjerath
  49. 49. 4 Corners MGMA Conference Twitter.com/drjerath
  50. 50. 4 Corners MGMA Conference Twitter.com/drjerath
  51. 51. 4 Corners MGMA Conference Twitter.com/optimawhc
  52. 52. 4 Corners MGMA Conference Linkedin.com/in/drjerath
  53. 53. 4 Corners MGMA Conference Youtube.com/doctorjerath
  54. 54. 4 Corners MGMA Conference Gplus.to/drjerath
  55. 55. 4 Corners MGMA Conference Gplus.to/optimawhc
  56. 56. 4 Corners MGMA Conference Pinterest.com/drjerath
  57. 57. 4 Corners MGMA Conference Pinterest.com/drjerath
  58. 58. 4 Corners MGMA Conference Drjerath.com
  59. 59. 4 Corners MGMA Conference Drjerath.com
  60. 60. 4 Corners MGMA Conference Optimawomenshealthcare.com
  61. 61. 4 Corners MGMA Conference Optimawomenshealthcare.com
  62. 62. 4 Corners MGMA Conference Optimawomenshealthcare.com
  63. 63. 4 Corners MGMA Conference Optimawomenshealthcare.com
  64. 64. 4 Corners MGMA Conference Optimawomenshealthcare.com
  65. 65. 4 Corners MGMA Conference Optimawomenshealthcare.com
  66. 66. 4 Corners MGMA Conference Optimawomenshealthcare.com
  67. 67. 4 Corners MGMA Conference New Website - draft
  68. 68. 4 Corners MGMA Conference New Website - draft
  69. 69. 4 Corners MGMA Conference New Website - draft
  70. 70. Getting Started
  71. 71. 4 Corners MGMA Conference Getting Started  Getting started  Challenging  Overwhelming  Can be done on your own  Inexpensive  Investment of time  Use local resources  Social Media 101 workshop  Professional internet, SEO, marketing companies  Read blogs and advice on the internet  Try it, experiment and learn  Keep learning  Work in progress  Have fun – it is NOT a chore
  72. 72. 4 Corners MGMA Conference Simple Steps  Set-up Google alert  Set-up Google analytics  Set-up website  Identify who can manage your social media  Have a social media policy  Encourage the physicians to participate  Start with a facebook practice page and tell your patients  Expand from there  Rotate content on your sites  Engage your audience  http://www.cdc.gov/healthcommunication/ToolsTemplates/SocialMed iaToolkit_BM.pdf  http://www.ama-assn.org/ama/pub/meeting/professionalism-social- media.shtml
  73. 73. 4 Corners MGMA Conference Advertise your Social Media Business Cards Marketing Tell patients Newsletters Emails Postcards Brochures Patient Portal Flyers Encourage participation Encourage staff Create engagement and interaction
  74. 74. 4 Corners MGMA Conference Email Signature
  75. 75. 4 Corners MGMA Conference Brochure
  76. 76. 4 Corners MGMA Conference Your Concerns HIPAA compliance Patient interaction Patient consent Boundaries Medical Advice Ethical Standards Time consumption Management of social media Getting started
  77. 77. Future #HCSM
  78. 78. 4 Corners MGMA Conference Future of healthcare social media  More physician involvement  More hospital involvement  More patient interaction and communication  More collaborative networking  Telemedicine  Medical and Healthcare Apps  Direct healthcare and medical advice  Medical news  Medical surveys  Medical marketing  Referrals  Emergency and Disaster Information  http://philbaumann.com/2009/01/16/140-health-care-uses-for-twitter/
  79. 79. Resources
  80. 80. 4 Corners MGMA Conference My Top Ten Tips Be yourself and be personable Share, share, and share Keep professional and ethical boundaries Know why you are doing this and what your goals are Know your audience Engage your fans, patients, followers, supporters, & friends Be a resource, leader, and expert Listen, ask, acknowledge, and respond (don’t be self- absorbed) – keep learning Keep branding and marketing ALWAYS stay positive
  81. 81. 4 Corners MGMA Conference My Favorite Resources Socialmedia.mayoclinic.org Smedio.com Socialmediaexaminer.com Blog.Hubspot.com Healthissocial.com Business.twitter.com Chrisbrogan.com Problogger.com Copyblogger.com Ebennett.org Mashable.com Kevinmd.com
  82. 82. 4 Corners MGMA Conference Facebook Page Timeline Cheat Sheet - Infographic Everything you need to know to get started with or manage a business facebook timeline page 6 steps from Hubspot Read more: http://blog.hubspot.com/blog/tabid/6307/bid/32087/ Your-Cheat-Sheet-for-the-New-Facebook-Page- Timeline-Design-INFOGRAPHIC.aspx#ixzz1t2Pj4m00
  83. 83. 4 Corners MGMA Conference Facebook Page Timeline Cheat Sheet
  84. 84. 4 Corners MGMA Conference Facebook Page Timeline Cheat Sheet
  85. 85. 4 Corners MGMA Conference Facebook Page Timeline Cheat Sheet
  86. 86. 4 Corners MGMA Conference Facebook Page Timeline Cheat Sheet
  87. 87. 4 Corners MGMA Conference Contact Information Vandna Jerath, MD Optima Women’s Healthcare Sierra Medical Office Building Parker Adventist Hospital Campus 9399 Crown Crest Blvd, Suite 450 Parker, CO 80138 303.805.1807 P | 303.595.5390 F optimawomenshealthcare.com drjerath.com Email - vjerathmd@optimawomenshealthcare.com

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