Best practices in HCSM


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Research on the best practices for healthcare social media. Presentation for #Newhouseprsm. Track with #hcsmbp. Interviewed @hjluks, @berci, @nicolaziady, @johnnostra

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  • Video is a great way to humanize your presence! Bi-directional: Patients continue to use sm for research and can follow-up with doc in person or via sm.
  • Patients using sm is not going away – providers need to become aware of tools and how to integrate them.
  • Healthcare information was hard to find – wanted to pull together curation of relevant info for sm in hc. Webcina: Offers sm information to both docs & patients for free. Also provides training for docs on how to and how best to use sm.
  • E-patients are growing: 1-2 years ago, a patient brought Google results to appointment Today, more than half
  • Don’t jump on band wagon – evaluate new sm resources for value before simply utilizing. For example, there was a hospital that recently took pictures of a live heart transplant through Instagram – why Instagram? Did it add anymore value? Be creative – Berci saw how Nintendo Wii was used to train surgeons to do laparoscopic surgeries. They acquired same skills, but had fun doing it.
  • Pictures: Posts with pictures get more clicks. Simple, eye catching. Branding: Cleveland Clinic logo CTA link to blog: Call to action has a hyperlink back to the Cleveland Clinic’s blog – hosted on their website Medical Experts: MDs author blog – they have bios, pictures - human Timing: Post was made at 11:30 Bi-directional: Most posts try and engage the viewer in a conversation
  • SM is beginning to save lives – engagement in discussions they may not have with their doctor. Distance is dead – you can get a second opinion from anywhere. Best practice is practice – for both doctors and patients.
  • Smart phones: allowing patients to track their disease, scan products to get health information, health journals
  • Exact targeting – e newsletters, texts, etc. to specific needs/wants of patients – where do they go when they visit your site? What do they discuss on sm?
  • Apps allow for less visits – can take a picture and send to doctor, can send test results to patient and decide a follow-up is not needed, can make appointments, track meds, record conversations and transcribe directions, patients can document personal health information and insurance – so don’t have to fill out forms all the time
  • Best practices in HCSM

    1. 1. Best Practices inHealthcare Social Media Presentation for #NewhousePRSM with @DR4WARD #hcsmbp 8.18.12 Nichole Wenderlich @nwenderlich
    2. 2. What You’re Getting Yourself IntoWhere I’m coming fromOverview of project goalsInterviews with hcsm GODSTheir actions, suggestions & adviceConclusions re: best practices for hcsm = #hcsmbp
    3. 3. Employed bySt. Joseph’s Hospital Health Center@StJosephsHealth
    4. 4. •Newly designed website –•Patient portal – My St Joseph’s – allows for scheduling classes, making appointmentswith doctors•Links to social media – including discussion boards/healthcare communities run by St.Joseph’s•Self-selected health-tip text message campaign• Videos from doctors•Health library•Blog from CEO
    5. 5. Project Goals For the Social Media Graduate Class taken at Newhouse University (@Newhouse_U) at Syracuse University (@Syracuse_U) with Dr. William Ward (@DR4WARD) I set out to identify: Best practices within healthcare social media (#hcsmbp) Interviewed experts in hcsm including*  Practitioners  Researchers  Healthcare Institutional Representatives  Healthcare Marketers*Individuals may represent more than one category
    6. 6. HC Practitioner Perspective Howard Luks, MD @hjluks Orthopedist | Social Media~HCR ConsultantWhy is it important for doctors to be on social media?“To educate patients! Why should the information you share be constrictedby the four walls of your office? So much information is shared throughsocial media, why should accurate information related to healthcare be anydifferent?”
    7. 7. Benefits of SM Patients become educated – provides for an efficient, effective and less stressful visit. SM humanizes your presence – patients are more comfortable. Bi-directional communication following visits.
    8. 8. Benefits & Best PracticesWhy do I share information? “85% or patients utilize the Internet to research their disease, physician or healthcare institution.” Lack of education, training Provides tools to allow for more docs to engage Reach patients on multiple channels Providers can also use sm to discuss amongst themselves and continue learning.
    9. 9. Jumping In Doctors should not use sm for the purpose of marketing, however, it may be a byproduct of it. How would one start? Create a simple blog or website. Docs create content on a daily basis  put it online to share with others. After initial start, determine level of involvement with sm.How to Differentiate Your PracticeVideo via The Doctors Channel & @NicolaZiady
    10. 10. HC Pro/Teacher Perspective Bertalan Meskó, MD @Berci Medical doctor, founder of, speaker, blogger, university lecturer, health 2.0 consultant, Wikipedia administrator doing PhD in genomics.World’s 1st & only free service of curated medical sm resources in over80 medical topics in over 17 languages.
    11. 11. Benefits & Best Practices How should docs start? Take Social MEDia Course on Webicina, however, more important is simple practice. Not every doc has to create content, but every doc needs to be aware of it or how to find it. Docs need to be aware of and use sm – be able to refer patients to online support groups, tools, etc., and share info with other docs.Importance of Social Media in MedicineVideo via The Doctors Channel & @NicolaZiady
    12. 12. Best PracticesIf creating content – evaluate. Are you creating value? Don’t jump on band wagon.Docs need to be aware of privacy and legality issues.SM supports doc/patient relationship, but should never replace.Be creative. Even surgeons like games.Education is the key. Teaching med students value of sm – just discussed @ Stanford.
    13. 13. HC Institution Perspective Nicola Ziady @nicolaziady “Social Scientist” & HCSM Marketing Manager @ClevelandClinic (her tweets do not represent her employer)Due to a family emergency, I was unable to speak with Nicola,however, I did gather much insight from her website, tweets andThe Cleveland Clinic’s use of sm.
    14. 14. What Patients Want Via Mobile Phones
    15. 15. For full infographic, visit:
    16. 16. Hospitals/Docs Use 81%* of surveyed American physicians use smart phones 30%* of doctors use the Apple iPad - EMR, view radiology images & communicate with patients iPad Pilot Programs Display unit during surgery X-Ray, EKG, patient monitoring Data entry during MD rounds Patient education, distraction, prep *May 2011 Manhattan Research survey “Taking the Pulse U.S.”
    17. 17. HC Institution Facebook Tips Read this before you order lunch:• Pictures• Branding• CTA link to blog• Medical experts• Timing• Engaging content• Bi-directional
    18. 18. HC Marketer Perspective JOHN J. NOSTA @JohnNosta #1 Kred-ranked influencer in health and included in the 2012 PHARMA 100 list. EVP, Senior Strategist at Ogilvy CommonHealth Worldwide SM is beginning to save lives. Distance is dead. Best practice is practice. EMR allows for informed decisions.
    19. 19. Groundbreaking UsesSM allows for evolving dynamic between patients and doctors. Text/video “check-ups” Video monitoring of patients at home Patients monitoring their own diseases Digitizing of patient diaries Electronic development of customized patient education materialsAn iPhone device for measuringblood sugar for diabetics(Image credit: AFP/Getty Images via @daylife)
    20. 20. Groundbreaking Uses SM allows for marketing direct to patients. Exact targeting Provider/Patient win-win: opt in Don’t just push info on sm – new ways to respond, engage
    21. 21. Apps for Doc/Patient Comm 40% of physicians use medical apps on a daily basis Benefits Decreases costs, increases efficiency Improving communication Giving patients the tools to be responsible for their own health HIPPA secure messaging Additional Resources  5 ways mobile apps streamline patient-doctor communication via @Michelle_writes  Mobile Apps The Future of Healthcare is Already at Your Fingertips #infographic via @greatist @RockHealth
    22. 22. Overall Best Practices/ConclusionsElectronic Medical Records (EMR) are a given.Future: all info will be online – collected @ all touch points.Providers should be on sm – even if it is just to practice.SM is not going away in hc – docs need to be educated – about benefits and legalities.Interactions in hc are getting smart. Both docs & patients want it.SM is changing the face of hc – those who keep up will be the ones who benefit.SM marketing can pinpoint patient needs.
    23. 23. Recommendations for@StJosephsHealthInstitute a training program for docs re: benefits, legalities, resources and how-to of sm.Encourage development of apps and/or smart phone use.Continue to refine marketing to needs/wants of patients.Start a hospital blog with expert authors, relevant info. Push through SM channels.Work to actively engage hc community through sm (vs. pushing info).Continue transition to EMR.
    24. 24. Thank you!