The document is a comprehensive overview of customer-based marketing strategies focused on social media and its evolving role in the patient-physician connection, highlighting insights from industry experts. It discusses the various forms of social media and its impact on healthcare communication, emphasizing the importance of online engagement for both patients and physicians. The document also outlines the benefits of social media for medical practices, methodologies for integrating these tools, and provides resources for further exploration.

1. 15th
National Forum:
Customer-Based Marketing Strategies
04-16-10
11:00-12:15
Social Media: The Evolving
Patient/Physician Connection
Stephanie Cannon
Director, Web Communications & eBusiness
Nationwide Children’s Hospital (Columbus, OH)
Stephanie.Cannon@NationwideChildrens.org
Elizabeth L. Scott
President & Principal Consultant
Raven New Media & Marketing, LLC (Louisville, KY)
Escott@RavenNewMedia.com
New Media
& Marketing
Raven

2. Nationwide Children’s Hospital
At a Glance...
 Non-profit, free-standing children’s
hospital in Columbus, OH
 Founded 1892
 Serves all children regardless of
families ability to pay
 America’s 5th largest children’s
hospital
 Top 10 research center
 850K patient visits/admissions
annually
 2009 - Referrals from all 50 states
and 35 countries
 6,600 employees (2,400 more by
2012)
 Dept. of Pediatrics for The Ohio
State University

3. Raven New Media & Marketing, LLC
Raven is a marketing and new media consulting firm dedicated to assisting
hospitals and health care systems with traditional marketing, interactive
communications, social media and ebusiness strategy.
Health care web site audits (Internet, Intranet or Extranet)
Ebusiness and marketing plan review or development
Internal process or team analysis
Web, mobile and social technology reviews
Social media workshops
Technology integration for marketing and communication programs
Ebusiness project management process development
Content management system analysis
Web content and web writing services
Reporting and ROI setup
Dark site planning
Ebusiness team training
Executive ebusiness workshops
Ebusiness team recruitment planning and development
Raven
New Media
& Marketing
RavenNewMedia.com

4. Social Media:
Expanding The Definition
New Media
& Marketing
Raven

5. Collaborative
Media
Online
Advertising
Social
Media
Aggregate
Sites
Wikis &
Comm Tools
Mobile Media
Hyper-Targeting
Gaming
New Media Universe

6. Social Media = Social Platforms
Social media is…
 a communications
channel
 a conversation that
happens online
 an evolution in
Internet user
behavior
 enabled by a diverse
(and sometimes
confusing) array of
online tools

7. Social Media Examples
 Blogs: "Blogger", "TypePad", "Wordpress"
 MicroBlogs: "Twitter", "Pownce"
 Social Networking: "Bebo", "Facebook", "LinkedIn", "MySpace", "Orkut", "Skyrock"
 Social Network Aggregation: "FriendFeed", "Youmeo"
 Events: "Upcoming.org", "Eventful"
 Wikis: "Wikipedia"
 Social Bookmarking: "del.icio.us", "StumbleUpon"
 Social News Sites: "Digg", "Mixxx", "Reddit"
 Opinion Sites: "epinions", "Yelp"
 Photo Sharing: "Flickr", "Photobucket", "Zooomr"
 Video Sharing: "YouTube", "Project Breakout", "Vimeo"
 Audio and Music Sharing: "Last.fm", "ccMixter", "imeem"
 Virtual Worlds: "Second Life“, Elf Island
 Online Gaming: "World of Warcraft"
 Game Sharing: "miniclip.com"
 Marketing Campaigns: "Brickfish"
Source: Wikipedia

8. Social Media:
A Patient's Perspective
New Media
& Marketing
Raven

9. Patients Believe Physicians Should
Care About Social Media
41% of e-patients have read someone else's
commentary or experience about health or medical
issues on an online news group,
web site or blog
25% of e-patients have consulted
rankings or reviews online of
doctors or other providers
25% of e-patients have consulted
rankings or reviews online of
hospitals or other medical facilities
Source: Pew Internet & American Life Project, April 2009
http://www.pewinternet.org/Commentary/2009/April/2--Mobile-could-be-a-gamechanger.aspx#

10. Conversations & Unbiased Health Info -
Important to Patients
Source: Edelman 2009 Edelman Health Engagement Barometer
http://www.edelman.com/expertise/industries/health/documents/Edel_HealthBarometer_R13c.pdf
More
Important
Less
Important

11. Hospitals are Addressing Patient Requests
% of hospitals planning on making these upgrades in the next 2 years
Source: Marketing & Planning Leadership Council Website 2009 Benchmarking Survey

12. Social Media:
A Physicians’ Perspective
New Media
& Marketing
Raven

13. Social Media: a Physician’s Perspective
PWP’s scare PCP’s
Some wish the Internet would just go away
Others know its important – but don’t know
why or how (for them)
Patients are empowered
Social media may put your docs over the edge
Our jobs = Educate first; propose second (plus 9
other ideas to remember)

14. Psychological Effect of Social Media
Communications
Traditional
Communications
Social Media-Enhanced
Communications
 Face-to-face in office only
 Meet in office only
 Occasionally communicate during
business hours via phone
 Tools are usually not available to
patient and physician to monitor
conditions
 Time spent waiting
for appointments,
in waiting rooms, or
in automated phone
trees.
 Virtual “face-to-face”
 Opportunity to communicate 24/7
with medical professionals
 Meeting in a secured environment
 Ability to enable “mobility” for those
with physical disabilities
 Ability to consult around the world
 Patients engage in their
ongoing
maintenance and
treatments
 Time saved

15. Social Media Benefits for Physicians

16. Physicians Have Choices With Social Media
Control, Risk, Time, ResourcesLess More
Listen Participate Generate
Buzz
Share
Content
Build
Community

17. Think Outside Their Service Line
Why is this an important part of my practice?
How will this save me time?
How will this enhance my practice?
Internet to connect with patients and peers not
just a billboard
B2B for peers/acquisition
B2C for current patients/families

18. The Stakeholders
Primary care physicians
Surgeons
Nursing staff
CME & CEU leaders
Hospital administration
Legal
Marketing & communications
Information systems
Research

19. Examples
New Media
& Marketing
Raven

20. Being Found – New Business

21. Reviews – Google is Forever

22. Find a Doc

23. Twitter
 Twitter Becoming EssentialTool for Docs
 Twitter will soon be an essential tool for medical practices according to a poll conducted by CaseWestern
University, an independent research university in Cleveland.
 Fifty-nine percent of those who participated in the poll voted “yes” thatTwitter would become an integral
part of the way doctors communicate with patients and other medical professionals.
 Although more doctors may be using the service, they are not necessarily using it to give patients advice.
 “I was a clinical assistant professor of medicine at CWRU until 2008, and I think it is great that the
university community shows an active interest in social media services such asTwitter...That said, I am yet
to ask medical questions onTwitter and generally do not answer clinical queries from patients there,” said
Ves Dimov, MD, founder of ClinicalCases.org, an online case-based curriculum of clinical medicine, in a
blog.
 Doctors don’t generally useTwitter to give medical advice but to guide the public to reputable sources of
information or share breaking medical news, said Kevin Pho, MD, in a post on his medical blog,
KevinMD.com
 Pho conducted a similar poll in Aug. 2009, asking medical professionals how they usedTwitter. He found
that about 45 percent did not use the service at all.Thirty-six percent said they used it to share and keep
up with news and information and only 1.5 percent said they used it to connect with patients.
 By Molly Merrill,Healthcare IT News,March 17,2010

24. Print Pubs

25. Increase Engagement
Give your physician audience a
change to interact
CME opportunities
Resources
Publications
E-newseltters
Ease of doing business
Perception is Reality

26. Build Relationships

27. Medical Students Need Help – Look to the Web

28. Show Your Culture – In Your Own Words

29. Blogs – Find a Champion and Go!

30. Events

31. Doc Visibility – repurpose materials

32. Research Collaboration

33. Research Collaboration

34. You just never know…

35. Social Media Value
New Media
& Marketing
Raven

38. Physicians & Patients Benefit from
Social Media Communications

39. PR, Marketing & Awareness

40. Patient Education

41. Patient Monitoring & Tracking

42. Physician Practice Communications

43. Pharma & Breaking Medical News

44. MD Networking & CME

45. 24/7 MD & Patient Communications

46. Organ Donors & Study Participants

47. Health & Government Groups

48. Connect with Staff

49. Feeds & Quick Access to Resources

50. Social Prescription for MDs
Educate first; propose second
Be deliberate in your selection of physician/patient
social media goals
Document 2 to 3 objectives and outcome expectations
Study your audiences and ASK them about preferences
Map your audiences to appropriate social tool/application/site
Involve legal when making a new media decision
Map new social media to measurement tools
Evaluate your realistic commitment to control, risk, time ,
resources

51. Discussion & Questions
New Media
& Marketing
Raven

52. Additional questions?
Contact us:
Thank You
Elizabeth L. Scott
President & Principal Consultant
Raven New Media & Marketing (Louisville, KY)
Escott@RavenNewMedia.com
502-931-9000
Stephanie Cannon
Director, Web Communications & eBusiness
Nationwide Children’s Hospital (Columbus, OH)
Stephanie.Cannon@NationwideChildrens.org
614- 355-3017
New Media
& Marketing
Raven

53. Handout: Health and Miscellaneous Blogs
 WSJ. The Wall Street Journal’s blogs cover a variety of news and investigations on health and business.
 Effect Measure. This blog encourages public health discussions and disagreements, along with providing health education to its readers.
 Medical Products Insight. Read this blogger’s articles on a variety of issues in the healthcare industry and politics role in medicine.
 Respectful Insolence. This blog covers up-to-date news about the health industry with clever articles and YouTube videos as references.
 Science-Based Medicine. View articles about the relationship between science and medicine and see what medical myths these bloggers are
debunking.
 White Coat Underground. Read about "absurd" medical claims, alternative medicine and American healthcare values on PalMD’s blog.
 Denialism. Read these bloggers’ pieces on denial and how it affects public understanding of medicine.
 Discover Magazine. Browse through hundreds of informative and well-researched articles about all things health related.
 Health Policy and Communications. Information about the current debate on healthcare reform and breaking news updates can be found on this
Health Policy and Communications blog.
 General Health. This blog gives patients a chance to moan about their illnesses and health experts a chance to offer medical advice and information.
 Dr. Weil. This doc shares his medical philosophies and writes about western and eastern medicine.
 Code of Ethics. Founded on the healthcare code of ethics, this blog ensures reliable information from its bloggers who write about a wide variety of
health topics.
 Placebo Journal. An extension to its magazine, Placebo Journal, this blog covers health issues, medical controversies and current events.
 InsureBlog. Inspired by government policies and current healthcare issues, this blog touches on insurance principles, problems and solutions.
 Premed Blog. This blogs posts information on MCAT procedures, admission tips and keeps you up-to-date on medical school news.
 Health Careers. Andrea Santiago, a medical recruiter, blogs about important issues, such as finding medical jobs, handling student loans and debt
and current healthcare debates.
 Sporula. This blogger explores the bizarre, yet intriguing mysteries of biology and medicine "one spore at a time."
 Medical Futility. This law professor focuses on medical ineffectiveness by the means of legislative, judicial and political analysis.
 HealthLawProf Blog. See how medicine and law coincide from pharmaceutical companies and doctors’ relationships to stem cell guidelines.
Source: http://www.lpn-to-rn.net/blog

54. Handout: Hospital Blogs
 Wachter’s World. Robert Wachter blogs about hospitalists, hospital policies and patient care.
 A Happy Hospitalist. This enthusiastic hospitalist blogs about his experiences at the hospital and other medical issues.
 Internal Medicine Doctor. A hospitalist who writes about current events, patient etiquette and random medical stories.
 The Hospitalist Refugee. Read about the ups and the downs of being a hospitalist.
 Running a Hospital. This CEO of a Boston hospital blogs about medicine, health insurance and what’s going on in his
workplace.
 Hospital Impact. Dedicated to making hospitals run more efficiently, this blog covers hospital’s impact, leadership and
medical news.
 Nick Jacobs. In this successful blogger’s site, you’ll read Nick Jacob’s explanation of why hospitals are the way they are.
 Society of Hospital Medicine. Get the latest news on hospital medicine and read about featured hospitalists.
 HCPlive. Read articles about hospital medicine and the latest technology being used in hospitals today.
 Today’s Hospitalist. Find up-to-date articles on hospital medicine and current medical events on this blog.
 EMedConcepts. Learn about hospital based medical practices and hospital leadership on this emerging blog.
 Craig Hospital Blog. Read inspirational stories of patients who were admitted to this Colorado hospital.
 On the Wards. Search the list of best hospitals in America, read about hospital caretaking and an inhospitable hospital.
 Johns Hopkins Medicine. Get information on this newsy blog that keeps up on the latest patient care, research and
education.
 UTMB Newsroom. Stay connected with The University of Texas Medical Branch’s blog that covers news, medical education
and interviews with experts.
 Riverside. Follow Riverside Health System’s breaking news updates, read a hospital executive’s position on the healthcare
reform and check out their clinical trials.
 Sutter Medical Center. Read about the trials and tribulations of building a new hospital during the economic recession.
 Barnes-Jewish Hospital. Get news updates, read about hospital medicine and policies from this top ranked hospital
according to U.S. News & World Report.
Source: http://www.lpn-to-rn.net/blog

55. Handout: Doctor Blogs
 KevinMD.com. Voted the best medical blog in 2008, KevinMD.com provides insight on medical issues and informs readers about important, and often
misunderstood, current medical information.
 Anonymous Doc. This anonymous doc shares his true feelings about patient-doctor relationships and his not so glamorous hospital experiences.
 Don’t Become a Doctor. This doctor’s blog has a satirical take on being a doctor with his brutally honest and not always well-received posts, such as "There is no
cure," "Hate me" and "The doctor is OUT."
 NHS Blog Doctor. Get the low-down on British medicine and politics from this family physician’s diary.
 All Scrubbed Up. Read educational articles and clever posts by doctors on this South African blog.
 DB’s Medical Rants. Dr. Robert Centor shares his medical opinions with newsy and interesting essays.
 Notes from Dr. RW. This Arkansas doctor blogs about recent health issues and new medical findings.
 GruntDoc. Read newsy, health-related articles and see what this ex-battalion surgeon from the Marines has to say.
 Made a Difference. Christopher Coppola, a pediatric surgeon in Iraq, writes a captivating blog about his experiences in the military.
 Scalpel or Sword?. This ER doctor posts intriguing stories from his work and sometimes asks what readers would do if they were in his shoes.
 EM Physician. Bold and sometimes combined with graphic, medical pictures, this blog is a must-read for behind the scenes information.
 Movin’ Meat: A Plea. This blog is another account of the excitement and frustrations of an ER doctor at work.
 DocNotes. This blog covers health, technology and all things related to family medicine.
 The Examining Room. This family physician writes about a wide range of health topics and experiences, including witnessing a seizure, how texting interrupts
teenagers’ ability to talk to the doctor and exercising to lose weight.
 Quackwatch. Doctors blog about medical misconceptions to help patients spot quackery and health fraud scams in order to educate themselves.
 Aggravated DocSurg. This "Aggravated Surgeon" has a lot to say about surgery complications and problems with the healthcare industry.
 The Doctor Blogger. Dr. Rima Bishara blogs about the daily routines and obstacles of a doctor.
 Dr. Wes. Dr. Westby Fisher shares his views on medicine, health studies and his practice.
 Retired Doc’s Thoughts. See what this retired doctor thinks about health care bills, clinical trials and everything in between.
 White Coat’s Call Room. Follow the detailed accounts of this emergency physician’s malpractice trial.
 M.D.O.D.. A few physicians blog about life in the ER and issues within the healthcare system.
Source: http://www.lpn-to-rn.net/blog