Social Media and Your Practice, Ready or Not

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  • Social Media are EverywhereWe’ve gone from posting pictures of our children to overthrowing our governmentsTunisiaEgyptSyriaIranChinaPresident Barack ObamaMitt Romney
  • Social Media are EverywhereWe’ve gone from posting pictures of our children to overthrowing our governmentsTunisiaEgyptSyriaIranChinaPresident Barack ObamaMitt Romney
  • Mayo ClinicKaiserUCSFSmall Groups and Private Practices
  • Social Media are EverywhereWe’ve gone from posting pictures of our children to overthrowing our governmentsTunisiaEgyptSyriaIranChinaPresident Barack ObamaMitt Romney
  • Social Media and Your Practice, Ready or Not

    1. 1. Social Media and Your Practice – Ready Or Not Russ Cucina, MD, MS Ryan Greysen, MD,MHS,MA Associate Professor of Hospital Medicine Medical Director of Information Technology, UCSF Medical Center Assistant Professor of Hospital Medicine www.russcucina.org @RussCucina www.geripal.org @RyanGreysen Social Media Editor, Journal of Hospital Medicine
    2. 2. Social Media and Your Practice – Ready or Not Permissions • All material is Copyright © Russ Cucina and Ryan Greysen, 2014, except where attributed otherwise. • You are welcomed to reuse this content with attribution for noncommercial purposes, under the Creative Commons Attribution-Noncommercial license. http://creativecommons.org/licenses/by-nc/3.0/ Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    3. 3. Social Media and Your Practice – Ready or Not Audience Response Are You On Facebook? 1. No! 2. Only to keep an eye on the kids. 3. For my personal use. 4. For professional use. 5. For both personal and professional use. Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    4. 4. Social Media and Your Practice – Ready or Not Facebook: The Largest Social Network Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    5. 5. Social Media and Your Practice – Ready or Not Facebook: It’s Not Just For Kids Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    6. 6. Social Media and Your Practice – Ready or Not Facebook: It’s Not Just For Kids Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    7. 7. Social Media and Your Practice – Ready or Not Twitter: The 2nd Largest Social Network Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    8. 8. Social Media and Your Practice – Ready or Not Twitter: Also Not Just For Kids Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    9. 9. Social Media and Your Practice – Ready or Not Twitter: Also Not Just For Kids Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    10. 10. Social Media and Your Practice – Ready or Not Vignette 1 Mr. Smith is a very pleasant patient you cared for during his recent admission for DKA at your hospital. At discharge, he tells you that although he has struggled to control his sugars for years, the counseling and support you gave him has inspired him. He feels empowered now to turn over a new leaf. “You believe in me Doc – that means so much to me – I won’t let you down!” Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    11. 11. Social Media and Your Practice – Ready or Not Vignette 1 continued Mr. Smith was so impressed with your care that he decided to Google you after discharge. He sees that you’re on Facebook so decides to send you a “friend request.” Do you accept? Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    12. 12. Social Media and Your Practice – Ready or Not Recommendation: Decline! Policy from the ACP and Fed of State Med Boards “Online Medical Professionalism” Position: The boundaries between professional and social spheres can blur online. Physicians should keep these spheres separate…. Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    13. 13. Social Media and Your Practice – Ready or Not Vignette 2 You decide to call Mr. Smith to encourage him and also explain why, regrettably, you can’t accept his Facebook request. He thanks you for the call and says he completely understands and respects your position. Relieved that you’ve handled this matter both empathetically and professionally, you head off for 2 weeks of medical volunteer work in Haiti. Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    14. 14. Social Media and Your Practice – Ready or Not Vignette 2 continued The work there is rewarding but you miss your friends, family, and colleagues back home so you keep up with Facebook. To show them what can only be described with images, you post pictures to Facebook of the dire clinical situation as well as pictures of friends and colleagues blowing off steam after the hard days of working in the hospital. What could possibly go wrong? Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    15. 15. Social Media and Your Practice – Ready or Not What’s wrong with these pictures? Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    16. 16. Social Media and Your Practice – Ready or Not Recommendations: 1. Be very cautious about what you post online 2. Adjust your privacy settings ACP / FMB “Online Medical Professionalism” Position: The boundaries between professional and social spheres can blur online. Physicians should keep these spheres separate…. and comport themselves professionally in both. Position: The reach of the Internet and online communications is far and often permanent. Physicians, should be aware that online postings may have future implications for their professional lives. Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    17. 17. Social Media and Your Practice – Ready or Not Vignette continued Given your experiences with Facebook…you begin to wonder, “is it worth it to be social?” On the plane home, you contemplate whether social media might be able to actually help you and your patients… Is there a professional role for social media in health care and in YOUR practice? Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    18. 18. Social Media and Your Practice – Ready or Not Social Media Growth in Healthcare Data courtesy of Ed Bennett, Director of Web Strategy University of Maryland Medical System, http://ebennett.org/ Annual aggregate growth in social networks: • 212% from 2009 to 2010 • 40% from 2010 to 2011 Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    19. 19. Social Media and Your Practice – Ready or Not Social Media in Medicine Brain surgery live on Twitter! Interesting and educational, but not improving the health of the Internal Medicine patient. Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    20. 20. Social Media and Your Practice – Ready or Not Social Media in Real Life Medicine Major institutions, small practices, and individual providers are on social networks. Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    21. 21. Social Media and Your Practice – Ready or Not Survey Says: Patients Want To Get Social 33% of U.S. adults are gravitating to social media for discussions about health care. Social Media Consumer Survey 2012 PwC Health Research Institute When asked what services they would find valuable if offered on social media: • 72% said availability of appointments • 71% said appointment reminders • 70% said referral to specialists • Patients "want social media to be something that helps them coordinate care and navigate the health care system, and they think physicians are the best people to deliver it.” Social Media Likes Healthcare PwC Health Research Institute, 2012 Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    22. 22. Patients Are Already Med-Social Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    23. 23. Social Media and Your Practice – Ready or Not Audience Response Has a patient ever mentioned you on social media? 1. Confidently no. 2. Not to my knowledge, but you are making me nervous. 3. Yes, but I made no response. 4. Yes, and I made a response. 5. Yes, and I encourage my patients to do so. Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    24. 24. Social Media and Your Practice – Ready or Not Ready or Not… • your patients are on social media • your employees are on social media • your competitors are on social media • you may already be discussed on social media with or without your knowledge Social media is a promising new medium through which we must engage at some level, and we should learn to harness its power Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    25. 25. Social Media and Your Practice – Ready or Not Vignette 3 Your group practice decides to develop a social media presence. The medical director says “You use Facebook, right? Great – I’d like you to manage our practice’s new Twitter account!” You accept reluctantly… In the first week, a patient in your system Tweets the following: How do you respond? Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    26. 26. Social Media and Your Practice – Ready or Not Case Study: Kaiser on Twitter • Kaiser responds to complaints from patients • Asks to learn more via email • Shows concern while respecting privacy Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    27. 27. Social Media and Your Practice – Ready or Not Vignette 3 continued The boss is so impressed with how you handled problematic Tweets like this that he asks you to further expand your practice’s outreach. How might you build your influence on Twitter and other social venues? Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    28. 28. Social Media and Your Practice – Ready or Not Case Study: Mayo Clinic on Twitter • Mayo Clinic answers health questions • Shares stories written by patients • Provides thought leadership Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    29. 29. Social Media and Your Practice – Ready or Not Case Study: Kaiser’s Six Blogs • • • • • • • Health leadership Global care Patient stories Staff stories Health tips Hospital legacy Multi-media Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    30. 30. Social Media and Your Practice – Ready or Not Case Study: Mayo Clinic on Facebook • Mayo promotes health through leadership and education on Facebook • Extends influence via mobile apps Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    31. 31. Social Media and Your Practice – Ready or Not Vignette 4 As you continue to develop the social media presence for your group practice…you begin to revisit your earlier experience with a patient’s friend request. You wonder, “is there some way I could use social media to help my patients on a more direct level in addition to our group practice Twitter and blogs?” Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    32. 32. Social Media and Your Practice – Ready or Not Case Study: Natasha Burgert, MD • Dr. Burgert’s approach to social media: – “Anticipatory guidance can be repeated, reinforced, and repeated again” – “I can act as a „filter‟ to promote the good and refute the bad.” – “I can be a source of reliable, real information.” – “Saves me time in the long run. Questions I am repeatedly asked […] can be answered quickly and completely by directing them to my site.” Source: Natasha Burgert, MD, published at www.kevinmd.com Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    33. 33. Social Media and Your Practice – Ready or Not Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    34. 34. Social Media and Your Practice – Ready or Not How many phone calls did this Facebook conversation save? Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    35. 35. Social Media and Your Practice – Ready or Not Case Study: Dr. Burgert’s Financial Return • “I average one new patient family per week who came because of our social media presence” – They tell me, “I am here to see you today because I found you on Facebook” or “your blog” 52 patients/year x $2700* = $140,000 of billable income over 2 years * average pediatric care for 0-24 months Source: Natasha Burgert, MD, published at www.kevinmd.com Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    36. 36. Social Media and Your Practice – Ready or Not What You Need To Do • Minimum level: write, communicate, and enforce a social media policy • Intermediate level: engage reactively • Advanced level: engage proactively • Master level: promote health and your practice As the cost of investment approaches zero, return-on-investment approaches infinity. Lee Aase, Mayo Clinic (Paraphrased) Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    37. 37. Social Media and Your Practice – Ready or Not Vignette 5 Now that you’ve develop a highly-rated social media outreach for your group… and a personal yet professional Facebook and Twitter effort using your own good name… So the medical director comes back to your office to make another request. Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    38. 38. Social Media and Your Practice – Ready or Not Vignette 5 continued He says: “Great job! Now I need you to develop a policy to guide social media use by everyone else who works for us. You know, some people just don’t know how to use social media professionally…” Where to start? What are some basic principles? What about more advanced policies? Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    39. 39. Social Media and Your Practice – Ready or Not What To Do: Minimum Level • Borrow and adapt a social media policy, communicate, and enforce it • No need to start from scratch – UCSF Blogging and Social Media Guidelines – Kaiser Permanente Social Media Policy – AMA Professionalism in the Use of Social Media • Major Areas: – For Staff: designated spokespeople, professionalism and professional boundaries, privacy – For Patients: online interactions are not individual medical advice, hours of operation, patient/staff boundaries Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    40. 40. Social Media and Your Practice – Ready or Not What To Do: Intermediate Level • Engage reactively – Monitor yourself and your practice on Twitter, Facebook, Yelp, and Google+ – Google yourself and your practice to find mentions on blogs – Respond online or offline as appropriate Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    41. 41. Social Media and Your Practice – Ready or Not What To Do: Advanced Level • Engage proactively – Have a Facebook and Google+ page for your practice – Use Twitter in your practice – Include social media channels in practice communications – Write a blog Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    42. 42. Social Media and Your Practice – Ready or Not What To Do: Master Level • Promote health and your practice – Make clinical announcements such as vaccine availability – Provide health promotion and education – Be involved in your community – Raise the profile of your practice • Excellent Resource: – CDC Social Media Toolkit Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    43. 43. Social Media and Your Practice – Ready or Not Is Privacy Dead? Absolutely not. 4th century BCE All that may come to my knowledge in the exercise of my profession or in daily commerce, which ought not to be spread abroad, I will keep secret and never reveal. 21st Century CE No changes. Period. Mark Zuckerberg is wrong. Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    44. 44. Social Media and Your Practice – Ready or Not You Already Know Patient Privacy • Keep doing it • Make sure your staff understand it, the risks are higher – The baseline etiquette of social media is farther from our professional obligation than the world was before it. – It is not a new problem nor is our response any different, but it requires a higher level of awareness and education. Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    45. 45. Social Media and Your Practice – Ready or Not You Already Know Patient Privacy 1. Borrow and adapt a social media policy, educate on it, and enforce it. 2. Move any patient-specific conversations offline 3. Get a HIPAA Business Associates agreement with any provider of media, email, storage, or other information services 4. Professionally secure all your computer hardware and IT equipment Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    46. 46. Social Media and Your Practice – Ready or Not Social Media in Health: What’s Next? Taking social media models into the EHR Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    47. 47. Social Media and Your Practice – Ready or Not Social Media in Health: What’s Next? • Integration between EHRs and social media • Integration between social media and nurse call centers • Extension and mobility: push information and pull data Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    48. 48. Russ Cucina, MD, MS Ryan Greysen, MD, MHS, MA Blogging at www.russcucina.org On Twitter @RussCucina Blogging at www.geripal.org On Twitter @RyanGreysen Russ.Cucina@ucsf.edu Ryan.Greysen@ucsf.edu Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License
    49. 49. Social Media and Your Practice – Ready or Not References and Resources • Social Media Likes Health Care, a report by the PwC Health Research Institute http://www.pwc.com/us/en/health-industries/publications/health-care-social-media.jhtml • UCSF Blogging and Social Media Guidelines http://www.ucsf.edu/about/social-media-guidelines • Kaiser Permanente Social Media Policy http://xnet.kp.org/newscenter/media/downloads/socialmediapolicy_091609.pdf • AMA Professionalism in the Use of Social Media http://www.ama-assn.org/ama/pub/meeting/professionalism-social-media.shtml • CDC Social Media Toolkit http://www.cdc.gov/socialmedia/Tools/guidelines/pdf/SocialMediaToolkit_BM.pdf Copyright © Russ Cucina and Ryan Greyson, 2014. This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License

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