SlideShare a Scribd company logo
Trends in Social Media
in Healthcare
@JohnSharp
LinkedIn.com/in/JohnSharp
Take Aways
 Leaders have a strong core of content
marketing/education
 Cautious experimentation by provider organizations
 The Rise of e-Patients

 Social Media’s role in patient engagement
 Mobile devices impact
 Where to we go from here?
Social Media Hub
Centered Around a Blog
Trends in Healthcare Social Media
Content Marketing
 an opportunity for marketers to reach customers with
authentic, relevant, helpful and engaging information
and conversations,
 Works in healthcare because we are not trying to reach
out to consumers based on price or selection – yet

 Includes patient education, wellness information –
nutrition and exercise
Experimentation
 Pinterest – posting healthy recipes, graphics
 Asking for feedback through Facebook
 Healthcare Hashtag project
http://www.symplur.com/healthcare-hashtags/
Trends in Healthcare Social Media
Feedback before social media
 Letter addressed to CEO
 May have forwarded to the employee receiving the
compliment
 Only a few people saw it

 Rarely acted on
 May or may not be replied to
Facebook Feedback
Healthcare Hastags
Quest for the Viral Video
 No formula to predict
 Empathy: The Human Connection to Patient Care
 Originally intended for employees only
 Now over 1 million views
 Being imitated in England, elsewhere
Empathy Video
Rise of the e-Patient
 An e-patient is a health consumer who
participates fully in his/her medical care.
 White paper: e-Patients: How they can
help us heal health care

e-Patient Dave
Trends in Healthcare Social Media
e-Patients Included
 For conferences which include
patients as participants and speakers
 Began at TEDx Maastrict in the
Netherlands by Lucien Engelen
e-Patients – the Walking Gallery
 Regina Holliday paints
jackets for e-Patients and
other patient advocates
 The owners assemble at
conferences to act as a
walking gallery of patient
stories
 Her husband died
because his records were
not electronic and could
not be released easily for
a second opinion
Patient Communities
 Smart Patients
 Patients Like Me
 Diabetes Mine
Trends in Healthcare Social Media
Trends in Healthcare Social Media
Trends in Healthcare Social Media
 The Quantified Self is an
international
collaboration of users
and makers of selftracking tools.
 Report their self-tracking
on social media
Social Media & Patient Engagement
 Does it make a difference?
 Is online engagement enough?
 How do you measure?
 Is there an impact on HCAP scores?
 Addressing problems in real time
Measuring Impact
Sentiment Analysis

Shows positive, negative and neutral comments
Requires interpretation
Social Media & Patient Satisfaction
 Axial Exchange Patient Engagement Index
 Large social media presence and social media
interaction
 includes Yelp ratings and Facebook likes
Mobile Devices
 Everyone continuously connected
 Patients connected at the hospital, expect
cell, wireless service to stay in touch
 Dealing with photos and videos by employees
and visitors

 Do mobile devices enhance or interfere with
care?
Mobile Devices
 Need policy on use of mobile devices including
photography and social media
 Need to educate
employees
 Don’t block use
but allow
appropriate use
Where do we go from here?
 Google Glass and other wearable devices
 Social media – what’s next?
 Infographs
 The office visit of the future
Google Glass

Uses in medical education and more
Social Media – What’s Next
 More ways to share videos, photos
 Easier to share health information, privately or publicly
 More ways to develop communities
 Social media impacting health
 Social media impacting patient satisfaction
Infographs
Provider Visit of the Future
Warnings
 Negative comments and reviews
 Negative comments which grow out of control
 Photos and comments from employees including HIPAA
violations

 Social media accounts being hacked
Address Social Media Complaints
 Billing complaints, parking, negative patient experience
 Address quickly
 Delay in response could get more similar posts, negative
comments

 Divert offline – ask to call
Take Aways
 Leaders have a strong core of content
marketing/education
 Cautious experimentation by provider organizations
 The Rise of e-Patients

 Social Media’s role in patient engagement
 Mobile devices impact
 Where to we go from here?
Two Kinds of People?
Will you join the social media
revolution to engage patients?

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Trends in Healthcare Social Media

  • 1. Trends in Social Media in Healthcare @JohnSharp LinkedIn.com/in/JohnSharp
  • 2. Take Aways  Leaders have a strong core of content marketing/education  Cautious experimentation by provider organizations  The Rise of e-Patients  Social Media’s role in patient engagement  Mobile devices impact  Where to we go from here?
  • 6. Content Marketing  an opportunity for marketers to reach customers with authentic, relevant, helpful and engaging information and conversations,  Works in healthcare because we are not trying to reach out to consumers based on price or selection – yet  Includes patient education, wellness information – nutrition and exercise
  • 7. Experimentation  Pinterest – posting healthy recipes, graphics  Asking for feedback through Facebook  Healthcare Hashtag project http://www.symplur.com/healthcare-hashtags/
  • 9. Feedback before social media  Letter addressed to CEO  May have forwarded to the employee receiving the compliment  Only a few people saw it  Rarely acted on  May or may not be replied to
  • 12. Quest for the Viral Video  No formula to predict  Empathy: The Human Connection to Patient Care  Originally intended for employees only  Now over 1 million views  Being imitated in England, elsewhere
  • 14. Rise of the e-Patient  An e-patient is a health consumer who participates fully in his/her medical care.  White paper: e-Patients: How they can help us heal health care e-Patient Dave
  • 16. e-Patients Included  For conferences which include patients as participants and speakers  Began at TEDx Maastrict in the Netherlands by Lucien Engelen
  • 17. e-Patients – the Walking Gallery  Regina Holliday paints jackets for e-Patients and other patient advocates  The owners assemble at conferences to act as a walking gallery of patient stories  Her husband died because his records were not electronic and could not be released easily for a second opinion
  • 18. Patient Communities  Smart Patients  Patients Like Me  Diabetes Mine
  • 22.  The Quantified Self is an international collaboration of users and makers of selftracking tools.  Report their self-tracking on social media
  • 23. Social Media & Patient Engagement  Does it make a difference?  Is online engagement enough?  How do you measure?  Is there an impact on HCAP scores?  Addressing problems in real time
  • 25. Sentiment Analysis Shows positive, negative and neutral comments Requires interpretation
  • 26. Social Media & Patient Satisfaction  Axial Exchange Patient Engagement Index  Large social media presence and social media interaction  includes Yelp ratings and Facebook likes
  • 27. Mobile Devices  Everyone continuously connected  Patients connected at the hospital, expect cell, wireless service to stay in touch  Dealing with photos and videos by employees and visitors  Do mobile devices enhance or interfere with care?
  • 28. Mobile Devices  Need policy on use of mobile devices including photography and social media  Need to educate employees  Don’t block use but allow appropriate use
  • 29. Where do we go from here?  Google Glass and other wearable devices  Social media – what’s next?  Infographs  The office visit of the future
  • 30. Google Glass Uses in medical education and more
  • 31. Social Media – What’s Next  More ways to share videos, photos  Easier to share health information, privately or publicly  More ways to develop communities  Social media impacting health  Social media impacting patient satisfaction
  • 33. Provider Visit of the Future
  • 34. Warnings  Negative comments and reviews  Negative comments which grow out of control  Photos and comments from employees including HIPAA violations  Social media accounts being hacked
  • 35. Address Social Media Complaints  Billing complaints, parking, negative patient experience  Address quickly  Delay in response could get more similar posts, negative comments  Divert offline – ask to call
  • 36. Take Aways  Leaders have a strong core of content marketing/education  Cautious experimentation by provider organizations  The Rise of e-Patients  Social Media’s role in patient engagement  Mobile devices impact  Where to we go from here?
  • 37. Two Kinds of People? Will you join the social media revolution to engage patients?