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Social Media in Health Care peoria 2010


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Presentation given at 4th Annual Supportive Care Conf in Peoria, IL for OSF Saint Francis.

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Social Media in Health Care peoria 2010

  1. 1. Social Media in Health Care<br />Christian Sinclair, MD, FAAHPM<br />Kansas City Hospice & Palliative Care<br />
  2. 2. Disclaimer<br />Founding partner in KLX Media, LLC<br />Social media consulting for health care and other businesses<br />
  3. 3. Breakout Objectives<br />Identify the various forms of social media available<br />Understand from case examples the impact of social media in health care related issues<br />Review risks and benefits from participating in social media<br />
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  5. 5. What is Social Media?<br />It’s a conversation, not a lecture<br />It’s an extension of everyday interaction<br />It’s group driven, not top-down <br />It’s messy, disorganized & hard to control<br />It’s a tool, not an end-point<br />It’s where our customers spend their time<br /><br />
  6. 6. “<br />To find something comparable, you have to go back<br />500 years to the printing press, the birth of mass media – which, incidentally, is what really destroyed the old world of kings and aristocracies. Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking <br /> control.”<br />– Rupert Murdoch<br />
  7. 7. Relative Volume of Information<br />Time<br />
  8. 8. Case Examples<br />Pallimed<br />Palliative Medicine related blogs<br />Morphine concentrated liquid and the FDA<br />Twitter & AAHPM medical conference<br />Help Us Improve Kings<br />
  9. 9. Pallimed<br />
  10. 10. Pallimed<br />
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  12. 12. Read<br />
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  16. 16. First mention on Twitter<br />
  17. 17. Re-tweeted in one hour<br />
  18. 18. Re-tweeted again in few minutes<br />
  19. 19. On March 31st, the FDA issued a memo<br />effectively ending the production and distribution<br />of morphine 20mg/ml liquid along with other opioids<br />Thursday<br />
  20. 20. Tweet<br />
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  23. 23. Twitter as Search Engine<br />
  24. 24. Twitter for Education<br />
  25. 25. Twitter for Education<br />AAHPM/HPNA 2010 Conference in Boston<br />2,500 attendees<br />834 Tweets from 92 people<br />Mostly educational<br />ACC 2010 Conference<br />29,000 attendees<br />1,143 Tweets from 201 people<br />Mostly commercial<br />
  26. 26. Twitter for Public Health<br />
  27. 27. Twitter for Public Health<br />
  28. 28. How It Happened…<br />
  29. 29. Part 2<br />
  30. 30. Source – Ed Bennett<br />Service RecoveryScripps Health<br />Monitors Social Networks for the Scripps name<br />Steps in to help & resolve problems<br />Typical customer response – Surprise, amazement<br /><br />
  31. 31. Source: Ed Bennett<br />Real-time EducationAurora Health Care<br /><br />“Had this done about 2 years ago but I know I will learn more today being awake”<br />“I heard about this on GMA this morning and got excited”<br />Bilateral knee replacement surgery <br />In the first wave of Live OR Twitter events<br />Advance marketing built viewership from 900 to 2,000 followers in one week <br />Tracked 20 consultations tied to the event, that resulted in 14 procedures<br />Local / National press coverage<br />
  32. 32. Hospital Use of Social Media<br />3500 US Hospitals<br />Using Social Media:<br />660 Hospitals total (April 2010)- 308 YouTube channels- 458 Facebook pages- 507 Twitter accounts- 85 Blogs<br />Hospital List Update for April 2010 - Ed Bennett<br />
  33. 33. Adapted from Ed Bennett<br />How Are Hospitals Using Social Media?<br />Crisis Communications Take control of the message, and keep community updated in real-time<br />RecruitmentLinkedIn, Facebook and other tools are used to recruit Clinical and Administrative staff<br />Brand MonitoringPeople are talking about us - What are they saying?<br />Service RecoveryStep in to offer solutions / change attitudes<br />Customer Service Another contact point for our customers<br />Community Outreach The people in our physical community are on these sites<br />EducationA natural extension of our efforts to reach & teach<br />Public Relations The media is there looking for stories & sources<br />
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  36. 36. Risks<br />Privacy<br />Staff<br />Patient<br />Starting and not keeping up<br />Getting the wrong message/info out<br />What if you don’t participate<br />
  37. 37. Social Media Tools to Know<br />1st Tier<br />Facebook<br />YouTube<br />Twitter<br />Wikipedia<br />Blogs<br />2nd Tier<br />LinkedIn<br />Slideshare<br />Yelp<br />Foursquare<br />Delicious<br />Digg<br />Yammer<br />Flickr<br />Ustream<br />
  38. 38. Understanding Social Media<br />Pick two tools <br />Use and explore every two days<br />For at least two weeks<br />
  39. 39. Implementing Social Media<br />Begin only what you can reasonably update<br />Dead accounts are a drag on your brand<br />Find social media champions<br />Make them ambassadors<br />Talk with management and legal<br />Repurpose already made content<br />Respond to current events<br />
  40. 40. Summary<br />You are already involved with social media<br />Use tools to understand usefulness<br />Conversations are happening<br />How are you involved<br />Security and privacy risks can be mitigated<br />This is just the beginning<br />
  41. 41. Resources<br />Ed Bennett (UnivMd)-<br />Lee Aase(Mayo)– SMUG (35 SocMed Thesis)<br />Twitter – Follow #hcsmTweetChats<br />Twitter – Follow @ctsinclair<br />Pallimed –<br />