This document summarizes a panel discussion on how social media can be used in healthcare. It discusses how most healthcare institutions now use social media, with oversight typically from IT and marketing departments. The panel explores opportunities for using social media to empower patients, identify insights, and encourage dialogue. However, policies must balance engagement with compliance and managing privacy and legal risks. When used responsibly, social media may help disseminate health information and reminders to patients, and connect providers to new patients and resources.

2. Can Social Media Save Lives? The Digital Transformation of Healthcare Brought to you by

3. How to Participate Submit your questions in the GotoWebinar presentation window Follow along and share your thoughts on Twitter at #HWCwebcast

4. About the Panel Marc Monseau, MDM Communication Marc Monseau is the founder of MDM Communication, an independent consultancy focused on providing marketing and public relations communications advice counsel to help companies find their voice in the digital world. Marc created MDM after spending 14 years at Johnson & Johnson, most recently as Director of Corporate Communication and Social Media for Johnson & Johnson where he was responsible for a wide range ofactivities related to the social web, including launching the company’s official blog, and Twitter account, @JNJComm. Meghan M. Hannes, CyberFactors Meghan Hannes is the Director of CyberFactors and possesses nearly 10 years of cyber underwriting experience, designing and pricing privacy, network security, and intellectual property insurance programs for Fortune 500 companies and 1B+ organizations. Meghan carries extensive knowledge of regulatory, legal and financial exposures presented by advancements in technology, all acquired during her time as a senior underwriter at Chubb Group of Insurance Companies and The Hartford. Mark Ryan, MD Dr. Mark Ryan works at the Department of Family Medicine, Virginia Commonwealth University Medical Center and is also a member of the Mayo Clinic Center for Social Media Advisory Board. Mark is interested in how social media can support development of collaborations and partnerships across distances, and how social media can be used to promote patient empowerment, health and wellness, increased access to medical care, and patient-centered care. He is an active participant in the #hcsm and #MDchat Twitter chats, and is a contributor to the Social Media Healthcare blog . Jake Wengroff, Moderator, Frost & Sullivan Jake Wengroff is the Global Director of Social Media Strategy and Research for Frost & Sullivan. Jake evaluates the various technologies, vendors, influencers, vertical markets, and end-users in the social media ecosystem, providing guidance in Frost & Sullivan’s Market Engineering studies, Market Insights, Best Practices research, white papers, and other research.

5. Social Media Usage within Healthcare Institutions Source: Frost & Sullivan analysis. Three-quarters of the surveyed healthcare providers report using social media within their institutions. The reasons for not using social media typically are related to security issues and concerns over employees’ productivity. Q6. Are social media used in your institution at all? Q7. Why, as far as you know, are social media not used in your institution? Jake Wengroff, Frost & Sullivan [email_address] @JakeWengroff @Frost_Sullivan

6. Are Institutions’ Expectations Being Met by Social Media? Among the largest proportion of healthcare professionals, social media are perceived as meeting or exceeding expectations (60%). However, roughly one-quarter of healthcare professionals do not know whether they meet expectation or not (possibly because the expectations are not yet defined). Source: Frost & Sullivan analysis. Q14. How is the use of social media generally meeting your institution’s expectations? Jake Wengroff, Frost & Sullivan [email_address] @JakeWengroff @Frost_Sullivan

7. Oversight of Institutions’ Social Media Policies Nearly the majority of institutions using social media have central oversight of social media policies and procedures. Information Technology and Marketing / Public Relation departments usually are involved in central oversight. Source: Frost & Sullivan analysis. Q22. Who in your institution is responsible for the oversight of social media policies and procedures? Q23. Which functional area(s) is/are responsible for overseeing social media policies and procedures? Jake Wengroff, Frost & Sullivan [email_address] @JakeWengroff @Frost_Sullivan

8. People Turning Online for Health 61% of Americans go online for health information 41% of e-patients have read someone else's commentary or experience about health or medical issues on an online news group, website, or blog. 24% of e-patients have consulted rankings or reviews online of doctors or other providers. 69% of HCPS us the Internet/handheld device for professional purposes. 43% of HCPs strongly agree that the Internet is essential to professional practices *Susanna Fox, The Social Life of Health Information , Pew Internet and American Life Project, June, 2009 Manhattan Research Taking the Pulse: Physicians and Emerging Information Technologies, v. 10 2010 MDM Communication [email_address] @mdmonseau

9. Opportunities for HC Companies Encourage direct dialog between companies, products and brands with different stakeholders Create relationships with key online influencers Identify deep insights about the people who use the company’s products and services MDM Communication [email_address] @mdmonseau

10. Responsible Policies Create policies that reflect all regulations and laws Establish policies that enable responsible engagement Advance health literacy Serve public health Train staff to ensure compliance MDM Communication [email_address] @mdmonseau

11. www.jnjbtw.com 2007  Introduce more complexity, build confidence www.kilmerhouse.com 2006  Start small, start simple, prove the concept 2007 / 2008 / 2009  Supporting complex, strategic programs

12. “ Guardrails ” Streamlined Approval for Managing Content Content Regulatory Content Team Decides Legal Management Outside predefined scope Within predefined scope Publication PR

13. Streamline Processes Managing “Own” sites/communities Simple copy approval process – “ Guardrails” Moderation system Empower teams to make decisions Engaging with 3 rd party sites Listening” platforms/approaches Engagement process Designate a “voice” of the company MDM Communication [email_address] @mdmonseau

14. Multiple Platforms MDM Communication [email_address] @mdmonseau

15. McNeil Pediatrics created first compliant API on internal J&J technology Strategic controls for compliance Opt-in Privacy, Posting policies Compliant internal workflow supported by cross-functional team model Built to mimic Facebook “comment wall” ADHD Moms: Creating Controls for Compliance MDM Communication [email_address] @mdmonseau

16. E-patient: not an abbreviation for “electronic patient”. Equipped, enabled, empowered, engaged, equals, emancipated and experts. E-patients use internet resources and social media to educate themselves and others and to enhance health care for patients (and for providers). Why this matters: e-patients Dr. Mark Ryan @Richmonddoc

17. The goals of empowering patients, developing collaborative relationships between pts and HCPs align with the concept of the patient-centered medical home (PCMH): “ Enhanced access to care is available through systems such as open scheduling, expanded hours and new options for communication between patients, their personal physician, and practice staff . ” Why this matters: communication Dr. Mark Ryan @Richmonddoc

18. According to National Research Corp’s Ticker survey reported in Feb 2011: 1/5 Americans use social network sites to find health information—94% Facebook, 32% YouTube, 18% Twitter. 1/4 reported this info was “likely” or “very likely” to impact health care decisions. 1/3 reported “high” or “very high” level of trust; only 7.5% reported “very low” level of trust. Why this matters Dr. Mark Ryan @Richmonddoc

19. Health 1.0: Health care providers (HCPs) control medical information, provide information to pts, and direct treatment. Health 2.0: Pts become increasingly involved in care, asking questions of HCPs, collaborating in treatment. Why this matters: Health 2.0 Dr. Mark Ryan @Richmonddoc

20. In other words, in health 2.0 communication crosses in all directions between patients, patient advocates, HCPs, etc. This communication includes user generated content in which individuals produce the material being distributed. The goal is to enhance individuals’ health and health care. Participatory health care. Why this matters: Health 2.0 Dr. Mark Ryan @Richmonddoc

21. Privacy (yours and the patient’s). Remember what is visible by the public. Cannot practice medicine in this setting. Not reimbursed. No standards of use or official “ best practices ” . The AMA guidelines are not much help, and do not encourage use. Role is still developing: wider use within patient communities, variable interest for provider/patient communication. Cautions Dr. Mark Ryan @Richmonddoc

22. Envision how social media could change health care delivery: Broadcast important public health information. Answer general medical questions and be a resource to the community for general topics. Advocacy . Potential Dr. Mark Ryan @Richmonddoc

23. Envision how social media could change health care delivery: Send disease-specific reminders (Have you checked your blood sugar? Have you taken your medicine?); patients can choose to receive Tweets or Facebook updates as text messages. Some evidence that text message reminders can improve adherence and patient satisfaction. Potential Dr. Mark Ryan @Richmonddoc

24. Envision how social media could change health care delivery: Use Facebook or Twitter DMs to ask patients to contact the office. If/when secure portals enter wider use, can refer patients directly into care via E-visits or other portal-based services. Connecting social media into personal communication (SMS/text messages and portals) will maximize potential. Potential Dr. Mark Ryan @Richmonddoc

25. Help patients find necessary resources, including free clinic services, health fairs, and dental screenings. Can have a personal Twitter account and a professional/practice Twitter account, and use them for different purposes. Potential Dr. Mark Ryan @Richmonddoc

26. Personal and professional benefits: I submitted two abstracts for talks (one PCMH, one STFM) with someone from Colorado I have had not actually met at that time; both were accepted. I collaborate on a blog with 2 people I have not met in person; the blog has 8,147 page views since we started last August 2011. I have made connections across the US and met Twitter acquaintances in real life. I learn something new and interesting most every day. Potential Dr. Mark Ryan @Richmonddoc

27. Practice income: One orthopedist noted 14 patients in one month who found him via his web presence. This could easily represent $2,100 in charges. This could help convince health systems of the value of social media engagement. Potential Dr. Mark Ryan @Richmonddoc

28. Empowering Patients Medical information at lightening speed Increased ‘reach’ with fewer resources Lowered barrier to entry what does this mean from an ‘information malpractice’ standpoint? Social Media Changing Modality of Information Exchange Meghan M. Hannes CyberFactors

29. What is the True Economic Cost of Social Media ? to: employees, doctors, patients, health systems, regulators, healthcare providers/suppliers Over an ever changing Healthcare Regulatory environment Meghan M. Hannes CyberFactors

30. What the data tells us: Healthcare Sector has a heightened risk landscape Number of Financial Loss Events Resulting from Regulatory Action Meghan M. Hannes CyberFactors

31. Where does your organization’s risk tax look like? Cost to Use Cost to Fail Low High Low High ??? ???? ? ?? Meghan M. Hannes CyberFactors

32. Develop a Social media Policy: Include technology based safeguards as part of control implementation Know the parameters: How is HiTech and HIPAA rules affected by your company’s use of Social Media? Controls/Training with employees and physicians: Even misunderstandings can cause regulatory consequences; Frequency in training is just as important as content of training Its all about compliance: Ensure employees and physicians are well-versed in rules of social media engagement; Consider having registered medical staff as community managers Get it in writing: patient “opt-in” authorization anytime patient information is shared, displayed or utilized in a public forum setting. Understand your Risk Profile: Understand your organization’s relationship with technology: Who is using your site? Target audience? Highly controversial? High volume? Chat function activated? Social Media Controls to consider Meghan M. Hannes CyberFactors

33. How to Participate Submit your questions in the GotoWebinar presentation window Follow along and share your thoughts on Twitter at #HWCwebcast

34. Thanks for Joining Us This webinar will be available on-demand at www.HealthWorksCollective.com . Stop by to learn more and share your comments. Connect with our panelists on HealthWorksCollective using the search function: