The document discusses healthcare provider and patient adoption of social communications and online/mobile health tools. It notes that 80% of providers will have smartphones by 2012, though barriers include cost, regulations, and readiness. Patients are increasingly using online resources without physician referrals. Key needs include improving workflow, education, and adherence while reducing costs. Public health organizations can bolster trust and supplement care gaps by partnering with providers on social platforms and targeted communications. Measuring outcomes is important to demonstrate impact.

1. Healthcare Social Communications
1

2. Provider Social Communications Adoption
• Use Internet for continuing education, medical
reference and e-mail with colleagues.
• 80% providers will have smart phones by 2012
• 55% of are using a downloaded app such as a
medical calculator, diagram, or other clinical tool.
• 50% using EMR
• Numerous provider specific social networks

3. Patient/Consumer Adoption
• Patients are using online and mobile health tools
(static & interactive) without referral from MDs
to supplement gaps in care.
– Seek health information
– Over 200 million mobile healthcare applications are
in use today (500m by 2015).
– Using web-based & mobile tools (e.g. StickK)
– Patients are using targeted online communities –
especially specific subgroups.
– Patients are not using PHR…….yet.

4. Provider Needs Patient
adherence
Improving Patient
workflow education
Provider
communication &
referral /transition Revenue drivers
Improve Outreach/
Reduce/Organize Marketing
incoming
record
communications keeping &
billing

5. Barriers to Provider Adoption
• Cost (mainly EMR)
• HIPAA/Privacy/Liability
• Risk averse
• Readiness
• Limited empirical data
• Training
• Implementation barriers
– Workflow changes
• Avoid unlimited patient access

6. Patient Needs Tailored
Access to
care
Knowledge/ Support
education
At-home tools
Access to
& resources Providers
Monitoring/
Adherence
Prevention Reduce Tools
Costs

7. Payer/Public Agency Needs
Monitoring
Educate Protect and Support
Patient Privacy
Provider
Reduce Overall
communication Costs (Crisis & Chronic)
Billing & Prevention
Payment
Data

8. Patient/Provider Perceptions
Provider Patient
Would use the system 87% 98%
When would system be
most helpful?
When treatment begins 27% 34%
During the course of 51% 22%
treatment
After treatment 11% 44%

9. Patient/Provider Perceptions
Patients
• 78% Want counselor alerted if relapse.
• 96% Want friend alerted if relapse.
• 84% Would send a help message if at risk.
Providers
• 20% Don’t want to be alerted at all.
• 8% Want SMS alert in the moment.
• 31% Want email in the moment (option to ignore).
• 40% Want alert (any) in office the next working day.

10. Motivation Matters
Patients
Support/Access
Providers
Convenience Generate revenue
Efficiency
Payers/Public Agencies
Save Money

11. Motivations Must Connect
Communications should fit with
the needs of each entity

12. Patient-Provider
Automated Proactive & Online Resources
Interactive Web-based and Health Based
and Mobile Applications Social Communities
and Devices
*Engage & Extend Care Automatically/Externally*
Integrated into Care with Limited Disruption
Foster a Return to Care Proactively (Drive Revenue)
Ideal (Tomorrow): Provider Medical Tablets/Smart Phones using EMR or connected to
PHR to trigger chain of events.
Real (Today): Provider will have information and access to resources integrated into
current system pushed by patient and payer needs.

13. Public Health Organizations
Driving Patient-Provider Social Communications
• Bolster patient and provider trust as a MARKETING & COMMUNICATIONS BRIDGE;
lower provider lift and payer costs by supplementing gaps in care
• Partner with providers for research and scientific opinion, providing platform for
providers to communicate through social communications such as websites, blogs,
Twitter and Facebook
• Act as B2C, translating healthcare communications into consumer targeted
content and social communications programs that “patients as consumers” can
easily access to support their health maintenance
• Act as additional marketing arm for healthcare organizations and companies,
engaging consumers with issue-based programs, resources and partnership
extensions and providing direct and measured social feedback

14. Content Strategies & Content-Based Marketing
Concepts, images and copy
for the slider – created by
providers and research-based

15. Content Strategies & Content-Based Marketing
Feature 12 articles with tips and
strategies by age.
Opportunity for providers to
create targeted prevention and
health management

16. Content Strategies: Daily Strength
• Branding for
provider, healthcare
company and health
issue
• Custom content
modules drive
patients to provider-
directed maintenace
strategies
• Module presents
drugfree.org
bloggers/advisors
• Targeted distribution
of drugfree.org blog
articles

17. Content Strategies: Daily Strength
• Blogging platform
supports multimedia,
member commenting,
& distribution of
provider articles into
external social
networks (i.e.
physician networks,
facebook and Twitter)
• Blogger &
Organization profile
pages provide ample
ways to communicate
provider
message/expertise
and drive users to
sponsored site

18. Content Strategies: Online Support Groups

19. Parent Communications Model:
Offline, Online & Social
Web
Social Media Resources
Content
Marketing
Community
Programs Mobile
M Content
Helpline
Email Online
Marketing Support
Communities
Medical Advice is still the backbone of
public health communication

20. Convergence of Offline, Online & Social
“MEET THE PARENTS HOUR” LIVE FACEBOOK Q&A
• 936 views
• 179
comments
• 83 new
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Michele Lee VanOrsow Stroh exactly- i find myself doubting and researching and wanting so bad to
believe he has recovered and yet- the dark creeping doubt eats at me-- all the time...
February 18 at 12:32pm ·

21. Social Communications Best Practices:
Measuring
Listening
Site Visitor
Surveys, Community
Evaluation Feedback
Increased $,
Provider-Patient
Satisfaction