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Reunited, and it feels so good! How doctors and hospitals use online channels to communicate in partnership

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The first-ever study to evaluate the alignment between health system, hospital and physicians' online communications. Delivered at the Mayo Clinic Center for Social Media Summit on October 22, 2014 by Greg Matthews.

Published in: Healthcare, Health & Medicine

Reunited, and it feels so good! How doctors and hospitals use online channels to communicate in partnership

  1. 1. Reunited …and it feels so good How hospitals and doctors use online channels to communicate in partnership #MayoRagan – Mayo Clinic Social Media Summit – October 22, 2014
  2. 2. Reunited …and it feels so good
  3. 3. Online doctors are influential and active • Doctors are patients’ most-trusted source for online health information1 • ~5,000 doctors post daily on their blogs and twitter accounts2 Contents are proprietary and confidential. #1: Physician group/medical practice 1What Health Info Do Consumers Seek Online?. eMarketer, February 28, 2013 2MDigitalLife study, Date range 10/7/13 – 10/7/14
  4. 4. 61% of physicians consult social media weekly for medical information3 3. McGowan BS, Wasko M, Vartabedian BS, Miller RS, Freiherr DD, Abdolrasulnia M. Understanding the Factors That Influence the Adoption and Meaningful Use of Social Media by Physicians to Share Medical Information. J Med Internet Res 2012;14(5):e117
  5. 5. Understanding, Engaging and Activating physicians in the digital age 61% of physicians consult social media weekly for medical information There is a new KOL emerging. Physicians are no longer just prescribers. They are the media. The 1st and only database in the world to map physicians’ digital footprint to their national physician registry The MDigitalLife dataset Connects online and offline behavior such as referral patterns, prescribing history & Medicare billing 523,070 physician digital footprints mapped as of October 21, 2014 Debuted at the Mayo Clinic in October 2012
  6. 6. MDigitalLife Doctors 500+ 300+ 100+ 50+ 10+ 1-9 bit.ly/mdlpw514
  7. 7. The W2O Hospital Index Total Entities: 8,229 3,749 1,616 1,791 307 766 642 46 48 Contents are proprietary and confidential.
  8. 8. Understanding key connections Health System Affiliated Hospitals Affiliated Physicians Contents are proprietary and confidential.
  9. 9. The MDigitalLIfe Hospital Index Contents are proprietary and confidential.
  10. 10. Today’s analysis: the “Top 100” health systems Contents are proprietary and confidential. Our “top 100” were derived from Becker’s Hospital Review 100 Integrated Health Systems to Know The Becker's Hospital Review editorial team selected health systems based on: • IMS Health Rankings • Health System’s Financial Strength • Health System’s Clinical Strength • Health System’s Operational Strength Published: May 15, 2013 Link: http://www.beckershospitalreview.com/lists/100-integrated-health- systems-to-know.html
  11. 11. Health system social media structures The average “Top 100” health system has : 10 affiliated hospitals 5 facebook pages 4 twitter accounts Contents are proprietary and confidential.
  12. 12. Health system social media structures 4% Contents are proprietary and confidential. • Centralized – 1 system handle, 0-1 Hospital handles • Mixed – 1 system handle, 2+ hospital handles • Distributed – 0 system handle, 1+ Hospital handles 46% 50% Centralized Mixed Distributed
  13. 13. Centralized: Sutter Health Contents are proprietary and confidential. System 50% Centralized
  14. 14. Mixed: Intermountain Healthcare System Hospitals Contents are proprietary and confidential. 46% Mixed
  15. 15. The average hospital system has 18,590 followers 9 31 Contents are proprietary and confidential. 17 20 14 35 30 25 20 15 10 5 0 <1,000 1,000-4,999 5,000-9,999 10,000-19,999 >20,000
  16. 16. Mayo Clinic’s twitter presence is a problem (for us) • Its accounts have more followers than all the other systems combined 1,817,592 • So we removed it from all analyses involving health system followers Contents are proprietary and confidential.
  17. 17. The average health system has 58 53.846% 243 Contents are proprietary and confidential. 346 affiliated tweeting doctors Health systems and physicians
  18. 18. Active doctors drive interest & engagement Among the top 100 hospital systems, health systems with the most tweeting doctors had 247% More followers than their peers Contents are proprietary and confidential. with fewer tweeting doctors (18,398 to 7,455)
  19. 19. Social media structure affects impact level Among the top 100 Health Systems, Health Systems with 1 hospital or regional level account had Contents are proprietary and confidential. More followers than their peers with system level accounts and no hospital level accounts (8,688 to 1,779) 448%
  20. 20. Mixed health systems have the MOST followers 826% Among the top 100 health systems, Health systems with 6-10 hospital or regional level accounts had Contents are proprietary and confidential. More followers than their peers with 1 system account and 1 hospital level account (71,799 to 8,688)
  21. 21. Mixed models & multichannel 93% Contents are proprietary and confidential. 68% 63% 84% 59% 53% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Twitter Account Facebook Account Both System Hospital/ Regional
  22. 22. Mixed models & multichannel 93% Contents are proprietary and confidential. 68% 63% 84% 59% 53% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Twitter Account Facebook Account Both System Hospital/ Regional
  23. 23. The systems that have Twitter and Facebook on the hospital / regional level… Have 263% more followers than their peers. Contents are proprietary and confidential.
  24. 24. The systems that have Twitter and Facebook on the hospital / regional level… Have 263% more followers than their peers. Are mentioned 266% more often by their doctors. Contents are proprietary and confidential.
  25. 25. A regional focus reaches patients and community members where they are 69% Of KP Colorado followers live in Colorado. Contents are proprietary and confidential.
  26. 26. A regional focus reaches patients and community members where they are 5% of Colorado residents following KPColorado follow Kaiser Permanente’s System account Contents are proprietary and confidential.
  27. 27. Local physicians promote local and national hospital content Local Content National Content Contents are proprietary and confidential.
  28. 28. Lets look at the numbers The average hospital system is followed by what percent of their doctors who are on twitter? 55 % 12 % 56.04 % 54 %
  29. 29. 32% of hospital systems have mentioned one of their doctors Contents are proprietary and confidential.
  30. 30. Those systems... Have 443% more followers than their peers. Contents are proprietary and confidential.
  31. 31. Lets look at the numbers The average hospital system mentions what percent of their doctors who are on twitter? 7 % 1 % 58.4 %% 7 %
  32. 32. MD Anderson shares their physician’s content 17% of MD Anderson RTs are of their own physicians Contents are proprietary and confidential.
  33. 33. Health systems that engage in topics relevant to their doctors have more doctor followers • Top hashtags used by Texas Health physicians? #Healthcare, #PlasticSurgery • Top hashtags used by Texas Health ? #PlasticSurgery, #EHR • Top hashtag used by the most Cleveland Clinic physicians? #cancer • Top hashtag used by Cleveland Clinic? #cancer • Top hashtag used by Adventist health physicians? #cancer • Top hashtag used by Adventist health? #health ... 2nd? #diabetes Contents are proprietary and confidential.
  34. 34. Lets look at the numbers The average hospital system is mentioned by what percent of their doctors who are on twitter? 25 % 5 % 53.14 % 22 %
  35. 35. Hospital systems that mention their doctors have more followers • Among the top 100 hospital systems • Hospital systems that mention their physicians more had 442% More followers than their peers Contents are proprietary and confidential. (39,390 to 8,896)
  36. 36. Hospital systems that mention their doctors are most likely to be linked to from doctors’ Twitter bios • Among the top 100 hospital systems • Hospital systems that mention their physicians more had 174% More links to their site from Contents are proprietary and confidential. doctors’ accounts than systems that did not (355 to 204)
  37. 37. Lets look at the numbers The average hospital system follows what percent of their doctors who are on twitter? 43 % 8 % 56.74 % 33 %
  38. 38. Hospital systems that follow their doctors are more likely to be mentioned by their doctors • Among the top 100 hospital systems • Hospital systems that follow their doctors were 32x More likely to be mentioned by Contents are proprietary and confidential. their doctors (257 to 8)
  39. 39. What are the common traits of the organizations who are leading the way in this space? Contents are proprietary and confidential.
  40. 40. But it’s about engagement too … • Rhode Island Hospital is #1 in mentioning its docs (33%) Contents are proprietary and confidential.
  41. 41. But it’s about engagement too … • Rhode Island Hospital is #1 in mentioning its docs (33%) Contents are proprietary and confidential. … and gets 2x more engagement than Which doesn’t mention its doctors at all.
  42. 42. Leading with the physician’s voice pays Contents are proprietary and confidential. Seattle Children’s gets 3 ½ RTs for each of its tweets.
  43. 43. Leading with the physician’s voice pays Contents are proprietary and confidential. Seattle Children’s gets 3 ½ RTs for each of its tweets. But when it @mentions Wendy Sue Swanson (@SeattleMamaDoc),
  44. 44. Leading with the physician’s voice pays Contents are proprietary and confidential. Seattle Children’s gets 3 ½ RTs for each of its tweets. But when it @mentions Wendy Sue Swanson (@SeattleMamaDoc), Its RT rate is 25% higher.
  45. 45. You can even be their platform • Every HCP at Swedish has recorded an introductory video • More than 100 blog on their platform • They provide “almost all” of the content shared by MarComm at Swedish Contents are proprietary and confidential.
  46. 46. What's the responsible way for doctors and hospitals to engage with each other online? Contents are proprietary and confidential.
  47. 47. What should hospitals and systems do? • What are the easily avoidable pitfalls in the physician/hospital partnership? • How can hospitals encourage more online interaction from their physicians? Contents are proprietary and confidential.
  48. 48. Activating your physicians SUBSCRIBE MONITOR FIND GUIDELINES Contents are proprietary and confidential. PROMOTE ASK TO SHARE
  49. 49. Set guidelines • Be transparent • Provide resources
  50. 50. Activating your physicians GUIDELINES Contents are proprietary and confidential.
  51. 51. Find your doctors • Search online • Ask
  52. 52. Activating your physicians FIND GUIDELINES Contents are proprietary and confidential.
  53. 53. Subscribe to their content • Follow on twitter • Subscribe to blogs/YouTube
  54. 54. Activating your physicians SUBSCRIBE FIND GUIDELINES Contents are proprietary and confidential.
  55. 55. Monitor and coach • Learn how they operate • Guide and coach as necessary
  56. 56. Activating your physicians SUBSCRIBE MONITOR FIND GUIDELINES Contents are proprietary and confidential.
  57. 57. Promote their content • Share their blog posts and videos • Retweet them
  58. 58. Activating your physicians SUBSCRIBE MONITOR FIND GUIDELINES Contents are proprietary and confidential. PROMOTE
  59. 59. Ask them to share your content Don’t be shy Say please!
  60. 60. Activating your physicians SUBSCRIBE MONITOR FIND GUIDELINES Contents are proprietary and confidential. PROMOTE ASK TO SHARE
  61. 61. Methodology • Becker Hospital Review Top 100 Integrated Health Systems • The Becker's Hospital Review editorial team selected health systems based on rankings by healthcare analytics company IMS Health, as well as health systems' financial, clinical and operational strength. • IMS Health • For nearly 60 years, IMS Health has developed and maintained strong relationships with a diverse set of data suppliers throughout the healthcare delivery chain to provide clients with the most relevant, comprehensive information. Many of our data suppliers are also customers—a reciprocal arrangement that supports continuity in the data supply. This worldwide network of nearly 100,000 outlets, facilities and associations furnishes information to us in the form of: • Transaction records • Medical claims submissions • Electronic Medical Records and other point-of-care documentation • Survey responses • Profile and contact information Contents are proprietary and confidential.
  62. 62. References: 1 What Health Info Do Consumers Seek Online?. eMarketer, February 28, 2013 Contents are proprietary and confidential.

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