This presentation accompanied a talk I gave recently to a group of health care executives at an ABL Roundtable event in San Francisco. I was asked to discuss the meaning, importance and potential application of social media in health care.
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Social Media Primer for Health Care Executives
1. Social Media Primer for Health
Care Execu6ves
Steve Brown
Adap6ve Business Leaders
December 11, 2008
hFp://brown2020.com
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3. What are we sharing?
• Ideas
• Friends
• Photos
• Status
• Websites
• Videos
• Slides
• Documents
• Music
• Events
• Books
• Restaurants
• Travel 6ps
• Ar6cles
• Notes
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4. Social media is growing rapidly
Facebook helps you Wordpress.com: Express Twi$er is a service for
connect and share with the yourself. Start a blog. friends, family, and co–
people in your life. workers to communicate
and stay connected
through the exchange of
quick, frequent answers to
one simple ques=on: What
are you doing?
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7. Why Should Health Care Execu6ves
Care About Social Media?
• Social Media is about Connectedness. In Business and
in Life, Connectedness Wins
– Barack Obama Case Study
• Connectedness is part of the solu6on to:
– Wellness challenges including obesity and lifestyle diseases
that relate to our own mo6va6on and behavior
– Chronic care management challenges exacerbated by
isola6on, loneliness, depression
– Aging popula6on challenges resul6ng from cogni6ve
decline and neurological disease
– Public health and research challenges that depend on the
velocity and relevance of real‐world informa6on
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8. In Google, Winning is a Func6on of
Connectedness
PageRank BarackObama.com Case Study
How many pages link to the What was the number one
pages that link to you? issue of the campaign?
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16. Overcoming Barriers:
Social Media For Adults
• Applica6ons that have value even before you
have any “friends” on the network
• Applica6ons that start with private thoughts
and share gradually, with clear privacy control
• Applica6ons that effortlessly integrate with
what you already know and do
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17. For Discussion: Poten6al Applica6ons
of Social Media in Health Care
• Wellness
• Chronic Care
• Brain Fitness
• Public Health
• Research
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18. Chronic Care 1.0
• Scripted
• Top Down
• Inherently Limited
• Labor Intensive
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19. Chronic Care 2.0
• Unscripted
• Grass Roots
• Open‐Ended
• Social
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23. Connectedness and Your Brain: Keep
Learning and Stay Engaged – Or Else!
From “The Coming
Neurological Epidemic”
TED talk by Biochemist
Gregory Petsko
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24. Social Networks and Brain Health
• Women who had daily contact with friends and family cut their risk of
demen6a by almost half.
• If you stay connected, you have a be$er shot. Whenever we have even the
most basic exchange, we have to think about how to respond, and that
s=mulates the brain—Valerie Crooks, clinical trials administra6ve director
at Southern California Kaiser Permanente Medical Group, lead author.
• American Journal of Public Health 1221‐1227, July 2008, Vol 98, No. 7
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25. Social Graph on Facebook
More connected outside
= More connected inside
Brain map from brainmaps.org
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26. Social Media: A New Window Into
Human Behavior
• Unprecedented ability to measure social and
emo6onal behavior of a popula6ons
• Opportunity to understand problems based on
real world data, not from the laboratory!
• Who is currently at the forefront of human
behavior research? Social media companies!
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27. Every Day Presents a New Way to
Connect, Engage, and Learn
Ocarina iPhone Applica6on from Smule: your phone becomes an electronic
flute you can play with people around the world.
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