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Health Care In A "Social Media" World

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Kathy Gill
Kathy Gill

Presentation at Summer Institute, Northwest Center for Public Health Practice, August 11, 2011

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Health Care In A “Social Media” World Summer Institute Course: Health Communication Northwest Center for Public Health Practice 11 August 2011 Kathy E. Gill @kegill @
 
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Goals For Today ,[object Object],[object Object],[object Object],[object Object]
What Are Social Media?
Technology that enables us to communicate with one other and share information publicly
 
Dramatic Growth In U.S. Hospitals Using Digital Social Networking Tools 2010 (540) v 2011 (1,188) http://ebennett.org/hsnl/ June 8, 2011 January 10, 2010
A Not-Far-Fetched Scenario
1. Why Digital Social Media? Mobile
 
 
Mobile Facts ,[object Object],[object Object],[object Object],[object Object]
Top mobile activities
2. Social Digital Networks ,[object Object],[object Object],[object Object],[object Object],[object Object]
As of July 2011: * 96 Twitter accounts * 64 Facebook accounts * 41 podcasts * 32 blogs * 24 YouTube channels * 9 Flickr accounts
 
 
A New Genre ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
 
 
 
 
 
hashtags
Broadcast Is Better Than Nothing (and essential in emergency). Twitter Has Become The Place For News But Can Be Used For Engagement
140 Health Care Uses For Twitter ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Top Social Properties
 
 
 
 
 
 
FourSquare ,[object Object],[object Object],[object Object]
GooglePlus ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why Google Matters
Google Pluse Health Care Hangout
Secure email ,[object Object],[object Object],[object Object],[object Object]
3. Best Practices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
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CC License ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Health Care In A "Social Media" World

Editor's Notes

  1. Social Media : new era - traditional gatekeeper role diminished : gone is the audience as passive vessel for information
  2. In medicine, the gatekeeper has traditionally been the doctor’s office. Research from the Pew Internet & Life Project shows that 61 percent of adults seek health information on line . Active audience : conversation, participation Now 80 % www.pew internet.org/~/media/Files/Reports/2011/PIP_HealthTopics.pdf
  3. 41% use social media – of those, 94% use Facebook http://www.ihealthbeat.org/articles/2011/3/21/us-patients-turn-to-facebook-for-health-information-needs.aspx http://www.bizjournals.com/dayton/news/2011/03/18/patients-flock-to-facebook-for-health.html Also http://www.informationweek.com/news/healthcare/patient/231001244
  4. Q to prompt discussion – assess knowledge and experience – poll for registered users versus active users
  5. Q to prompt discussion
  6. Not New! Online health communities have existed since the dial-up modem was developed! Photo: http://www.wa4dsy.net/heatherington/hayes/page4.html
  7. Hospital Social Media Accounts 540 hospitals – January 2010 227 YouTube 419 Twitter 326 Facebook 67 Blogs Source: ebennett.org/hsnl
  8. Scenario example here from http://laboratory-manager.advanceweb.com/features/articles/social-medias-promise-for-healthcare.aspx?CP=2 With just six months until his 15th high school reunion, Ben realizes his varsity six-pack is looking more like a bench-warming Big Gulp. He Googles "weight loss apps" and downloads two to his phone--both free. One turns his iPhone into a pedometer and the other lets him set weight-loss goals and track his progress.Ben e-mails his doctor telling her that he's decided to lose some weight. He promises to do it sensibly. He then updates his Facebook status with a challenge to his friends to join him in his fitness quest. His sister sees his update and sends him a link to her favorite low-fat cooking blog.Meanwhile, Ben's doctor has replied with a reminder that his annual physical is scheduled for the next week with a link to an online Health Risk Assessment (HRA). After Ben completes the HRA, he is invited to create a personal health journal that will be reviewed weekly by a nurse practitioner. In addition, his insurance provider sends him a thank-you e-mail with a coupon for a complimentary one-hour session with a personal trainer that can be used at a nearby fitness center.  
  9. WHY social media as a communications tool? Mobile : ubiquitous
  10. Mobile ubiquitous : three generations
  11. Mobile ubiquitous : The fourth generation
  12. Data sources: http://www.gartner.com/it/page.jsp?id=1421013 http://www.comscore.com/Press_Events/Press_Releases/2010/3/comScore_Reports_January_2010_U.S._Mobile_Subscriber_Market_Share http://blog.nielsen.com/nielsenwire/consumer/smartphones-to-overtake-feature-phones-in-u-s-by-2011/ http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats http://www.infoworld.com/d/mobile-technology/smartphones-boom-overall-mobile-sales-drop-169600 http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_Mobile_Year_in_Review
  13. http://newmedia.hhs.gov/ - U.S. Department of Health & Human Services. http://healthworkscollective.com/jamierauscher/23690/who-will-drive-social-media-use-health-care-part-3
  14. Differentiate Twitter from traditional medai.
  15. The “but why do people want to know what I had for breakfast” tweet/pushback.
  16. Note: verified account – ratio of followers to following – listed number
  17. TweetStats for CDCEmergency shows H1N1 spike
  18. Tweet Stats for CDCEmergency : @ replies and RTs shows type of conversation
  19. Promo Example. The bulk (85 percent) of Mayo Clinic tweets are promotional or links to health-related resources, Aase invites people to submit their questions as tweets using the Mayo Radio hashtag (#mayoradio), both before and during the radio show while it is live.
  20. Crisis Communication Example: In August 2009, two employees of an ABC Disposal Inc.,a household trash transfer station, were rushed to intensive care and another 100 people were sent to Boston-area hospitals after a chemical release.
  21. Promo example August 12, 2009, Children’s Mercy handed the hospital’s Twitter account over to Shari Flanagan to tweet before, during and after her daughter, Caity, had surgery for Crohn’s disease ALSO http://www.cnn.com/2009/TECH/02/17/twitter.surgery/index.html http://articles.baltimoresun.com/2010-10-11/health/bs-hs-groupon-and-health-care-20101010_1_groupon-deals-social-media-livingsocial
  22. @Reply Example Be sensitive to answers that shouldn’t be made public and the limits of Twitter’s 140 characters
  23. http://www.guardian.co.uk/healthcare-network/2011/feb/16/nhs-twitter-use-tweets-communication-healthcare
  24. http://www.nickdawson.net/healthcare/hcsmmu/
  25. Q to prompt discussion
  26. http://www.box.net/shared/idnp0hs026
  27. https://www.facebook.com/sanofiaventisUSdiabetes?sk=wall
  28. http://medschoolroadmap.blogspot.com/2011/07/google-plus-for-health-care-figures.html http://www.kevinmd.com/blog/2011/06/google-circles-physicians-embrace-google.html http://www.healthcaresuccess.com/blog/healthcare-marketing-advertising/heads-up-healthcare-google’s-new-1-“plus-one”-button-is-something-like-“like”-but-bigger-much-bigger.html http://healthworkscollective.com/gary-levin-md/23425/healthcare-social-media-and-google-information-and-tips
  29. See http://www.usa.gov/webcontent/technology/microblogging/twitter.shtml http://www.toprankblog.com/2010/01/social-media-healthcare-marketing/ http://www.kevinmd.com/blog/2011/01/simple-social-media-plan-health-care-professional.html
  30. http://healthworkscollective.com/gary-levin-md/23425/healthcare-social-media-and-google-information-and-tips