This document discusses how social media is reshaping perspectives in healthcare and consumer use of social media. It provides a brief history of social media from bulletin boards in the 1970s to current platforms like Facebook, Twitter, and YouTube. The document examines how patients are using social media to research health topics, share experiences, and find consumer reviews of treatments. Hospitals and medical centers are also leveraging social media for patient engagement through pages, tweets, videos and blogs in order to educate patients, share information and improve experiences. While regulations and privacy limit social media use, the document advocates for purposeful engagement on social media to unite stakeholders in healthcare organizations.

1. Get Your Head in the Game!
Understanding Healthcare Consumer Use of
Social Media in Reshaping HIM Perspectives
Social Networking Applied to Healthcare
Erin Maney
Educational Consultant & Instructional Designer
Monroe Community College

2. Evolution of
Social Media
Melding of User Generated Content
and Web 2.0 for information
aggregation and dissemination

3. • Bulletin Board System concept to inform friends of
1978 meetings, make announcements, and share information
• Mosaic browser developed by University of Illinois Urbana-
1993 Champaign birthing webpages and web accessibility
• Information Superhighway – Internet (WWW) faces criticism
1994 as media source
• The World Wide Web reports 1 million active websites
1995
• Social media unites friends via social network platforms and
1998 blogging boom takes off

4. • Second Life launches concept of virtual worlds
2003
• Social Bookmarking concept introduced
2004
• iPhone released – social networks go mobile
2007
• Twitter breaks story about plane landing in Hudson
2009 River
• Internet cited as primary way Americans get news
2010 (personalized news feeds)

5. Year in Review
2011

6. 1988: Internet
Relay Chat 2002: Friendster 2003: MySpace
1997: AOL
Allowed users to and LinkedIn
Real-time status Instant
1992: World create and Use of bulletin
updates use Messenger
Wide Web maintain posts, share
system of Allowed users to
hashtags (#) and Released to contacts, and group pages,
create buddy
@symbols public share online and manage
lists and share
content and professional
Used to keep files
media networks
tabs on Gulf War

7. 2005: Bebo,
2009:
2004: Flickr Ning and
Foursquare
and Facebook YouTube 2011: Google+
2006: Twitter Users can
Photo-sharing, Personal blog and Pinterest
Share status check in to
“friending”, pages, Circles of
updates, various
melding community friends, content
tagging locations,
features into websites, video curation
competitive
one platform upload and
award system
sharing site

8. So what exactly is Social Media?

9. Purpose Determines Medium
Social Networking Social Bookmarking
• Google+ • Digg
• LinkedIn • Diigo
• Facebook • Delicious
• RSS
Social Content Sharing
• SlideShare Social Commentary
• Google Docs (Drive) • Twitter
• Prezi • Facebook
• Preezo • Blog

10. Are you an active participant in the Digital Era?

12. One example of a corporate virtual world (IBM) used for project
collaboration, new employee orientation, presentations and training
(“what-if” scenarios).

13. Forterra Systems uses virtual-world software to train nurses and
emergency response professionals.

14. Social Media
Landscape
in Healthcare
How are Patients Using Social Media?
2011-12 Patient Usage Survey
Why (and How to) Use Social Media in Healthcare?
2012 Study of US Hospitals

15. Health is Happening
on Major Social Networks
PwC Health Research Institute survey, 2012
40% 1/3 Are using 1:4
YouTube,
Have used Facebook and
social media to Twitter to find
find health- medical Have publicly
related information, posted about
consumer research and their health or
reviews (i.e. of share their healthcare
treatments, symptoms, and experience
procedures, or offer opinions
physicians) about doctors,
treatments,
drugs, and
health plans
Interactive Consumer Survey Results, 2011

16. Patient Engagement
CaringBridge.org Patient Portals Knowledge Base/Self-
Diagnosis Tools
Custom patient profiles
Connect families Access test results,
request prescription Aggregated FAQ
through health and database with content
renewals, review recent
healing journeys contributed by
visits, request
appointments healthcare professionals
Communicate non- Searchable by patients
urgent concerns to for non-urgent concerns
healthcare team and common questions
Also available via mobile
app

17. In 2012, the University of Maryland Medical Center (UMMC)
conducted a study of 1,229 hospitals in the U.S. inquiring
about their use of social media …
1,068 have Facebook Pages
946 are on Foursquare
814 have Twitter accounts
575 have a YouTube channel
149 use blogs

18. Purposeful Engagement via Web 2.0
Pages allow for Short updates (140 Create videos to
photo sharing, characters) educate patients:
reference material regarding hours welcome message,
postings, and closings, advice who we are, meet
testimonials, and tips, share the physicians,
feedback from articles and what you should
clients, organized resource links, know before a
events, and much highlight activities, procedure, virtual
more … promote events … tours
Regulations and privacy concerns still limit how patients and healthcare providers use
social media.

19. Purposeful Engagement via Blogs
Collaborative Learning and/or Scenario-based
learning and research collaboration,
sharing spaces, communities sharing
staff profiles resources,
and reference
organization Discussion material,
strategic plan forums podcasts
(mission/vision)
54% of patients (of 1,060 surveyed) are comfortable with providers seeking advice from an
online community (blog) to better treat their conditions (connections/networking)

20. Key Points
Social media is part of our culture. You need to learn about it and learn how you
can use it to make connections, improve patient experience, and garner media
coverage to attract new patients and staff.
“Engage and Educate” – do not use social media to diagnose.
Leverage social media to share information that is useful and timely. Embrace the
collaborative spirit of social media as a means to unite staff, volunteers, patients,
and other stakeholders.

21. Open Discussion
How are you currently using
social media?
How can social media be used
for outreach within your
organization?
What value can social
networking add to your
organization?
Of what value is social
networking to you personally
and/or professionally?

22. Visit SlideShare for a copy of this presentation
http://www.slideshare.net/ebmaney

23. References Examples
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http://www.pwc.com/us/en/health-
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http://sproutsocial.com/insights/2012/0 2012.jhtml
www.caringbridge.org/
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http://blog.healthecareers.com/blog/car http://itunes.apple.com/us/app/mychart/id382952264?mt=8
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buffalo/4bae20d3f964a52096873be3
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professionals-use-social-media http://www.youtube.com/user/dukemedicine
http://www.fortherecordmag.com/archiv http://sharing.mayoclinic.org/
https://www.facebook.com/ThompsonHealth
es/110711p10.shtml https://twitter.com/AmerMedicalAssn
http://openmediart.com/log/pics/sdartic http://www.youtube.com/watch?v=zCCD52Pty4A&list=PL7C0
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ml
http://www.renown.org/virtualtours
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http://talk-diabetes.org/
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2.mp3