Architect Opportunity.Digital Engagement forHealth CareOctober 17, 2012
About Soshal GroupWe are a digital marketing and innovation agency.Our clients are looking for a dedicated digital partner...
Our missionWe architect opportunities for our clients, our team,and our community.                                        ...
Today’s agenda11:30 – 11:40   Welcome and Introductions11:40 – 12:00   Pat Rich12:00 – 12:20   Ann Fuller12:20 – 12:25   P...
We will cover1.How well is your organization currently leveragingconversations through digital engagement?2.How can you se...
Introductions   Pat Rich   Director and Editor in Chief, Online Content   Canadian Medical Association   Ann Fuller   Dire...
Today’s audienceOver 60 people signed up for today’s webinar and theaudience includes:•At least one person from each provi...
Asking questionsDuring the Webinar:•Type in your questions in the Question section on the GoTo Meeting Control Panel.•We w...
Defining “DigitalEngagement”“Digital Engagement is anything and everything thatinvolves a conversation online.”         Ti...
The Canadian MedicalAssociation and digitalengagementPat Rich – Director, CMA Online Content
Introduction               11
The tangible goods•Launched social networking site for physicians(Asklepios) 2008 – sunset 2012•First Twitter feed in 2009...
How did it start?“…. the year was 2007 …..”•Recognition that Web 2.0 was becoming a big thing•Board of Directors working g...
Which led to…•Assessment of member needs and where we couldbring the most value•Creation of secure, private social network...
…at the same timeRealization that CMA had:•No internal structure to support digital engagement•No access to social media s...
Which resulted in•Internal assessment of legal landscape of social mediasites•Planned internal strategy taken to senior ma...
However…•Value proposition of digital engagement for membersis still very unclear•Definite pushback from some members conc...
So we…•Looked at digital engagement from a strategicperspective•Continued to update senior management on the topic•Used As...
Which led to…•Creation of a CMA Twitter account, to be used atannual meeting•Pilot use of YouTube•Use of Facebook for a sp...
What we forgot…or chose to ignore.•How to properly support an online community•Development of an association-wide digitale...
Which then led to…•Development of social media-based Intranet for staff•Development of social media guidelines for members...
What we didn’t use1.Blogs2.Facebook3.LinkedIn                     22
What we did right•Started small and progressed incrementally•Had communications/public affairs lead the initiative(not IT)...
Where we’re going…•Development of an association-wide strategy•Build on early successes (Twitter)•Evaluate new tools (e.g....
Why it matters to us•Canadian physician use of social media will increase•Social media will transform physician-patientint...
VisionWith the right precautions, we can help make a differencein the lives of children, youth, and families by spreadingo...
7 pt. SM philosophy1.Set realistic goals2.Make strategic choices to managed needed resources3.Adopt low-risk tools first. ...
Social media approachPhase 1: Foundation buildingPhase 2: Pilot programsPhase 3: Expansion                               29
Foundational elements     Education, Governance and Best Practices           •   Social Media Policy for staff           •...
Foundational elements    Linkedin            • Corporate profile    Wikipedia            • Expanded profile    Blogs      ...
Pilots•Patient support•Patient care•Staff engagement                    32
Staff engagement                   33
Why online tool?•Nature of healthcare makes it difficult/impossible to get peoplein room at the same time.•Many hospital c...
One man’s view“A medical, multi-disciplinary approach, as medicine is being taught in medschool, yet as it fails to be pra...
Texas health               36
IPC Hospitalist“Patients receive better care when physicians can communicate witheach other quickly and effectively. Our i...
What we did•Launched as part of strategic plan, with email to all staff fromCEO•Intranet promotion, posters, etc•Lunch & l...
How did it work•870 of 2,500 total staff & physicians registered so far•1000+ messages posted to date•100 “groups” set up ...
Digital Engagement PracticePaul Dombowsky
ChallengesWhat are we seeing when organizations try to  implement digital engagement strategies?• Lack of consensus on how...
Digital engagement map                         43
Benefits• Facilitating conversations that strengthen relationships and build loyalty• Providing opportunities to develop s...
The role of social media                           45
Digital Engagement - 4 pillar strategy  What is        Who are      What are the    How are the  being said –   your      ...
CrowdsourcingCrowdsourcing has a lot to offer the health care sector – it is lagging behind other industriesDocpeers.com –...
Assessing yourorganizationWhere does your organization sit in its effectiveness inengaging with your various stakeholders?...
DE Assessment                                      Level I               Level II              Level III             Level...
Next StepsUnderstanding where your challenges are and how to move up the levels takes both a look inside and understanding...
Digital engagementpracticeSoshal Groups Digital Engagement Practice is focused onturning community platforms into conversi...
Health e-CommunityWe invite you to join the community if you:•Have questions about digital engagement in health that you’d...
#HCSMCAJoin the conversation every Wednesday at 1pm ET#hcsmca is a vibrant community of people interested in exploring soc...
Ottawa | TorontoArchitect Opportunity.HEADQUARTERSOttawa, Ontario202-1339 Wellington St West | K1Y 3B81.855.476.7425 | inf...
Digital Engagement in Healthcare - Webinar by Soshal Group, CMA and CHEO
Digital Engagement in Healthcare - Webinar by Soshal Group, CMA and CHEO
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Digital Engagement in Healthcare - Webinar by Soshal Group, CMA and CHEO

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This presentation on digital engagement in healthcare was given as a webinar in October, 2012 and included speakers from CHEO, the Canadian Medical Association, and Soshal Group.

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Digital Engagement in Healthcare - Webinar by Soshal Group, CMA and CHEO

  1. 1. Architect Opportunity.Digital Engagement forHealth CareOctober 17, 2012
  2. 2. About Soshal GroupWe are a digital marketing and innovation agency.Our clients are looking for a dedicated digital partner, often as theiragency of record. At 12+ people, we are small enough to stay nimble,but large enough to work with sizable brands and organizations. www.SoshalGroup.com | @SoshalGroup 2
  3. 3. Our missionWe architect opportunities for our clients, our team,and our community. 3
  4. 4. Today’s agenda11:30 – 11:40 Welcome and Introductions11:40 – 12:00 Pat Rich12:00 – 12:20 Ann Fuller12:20 – 12:25 Poll + Questions12:25 – 12:45 Paul Dombowsky 412:45 – 1:00 Q&A
  5. 5. We will cover1.How well is your organization currently leveragingconversations through digital engagement?2.How can you secure funding and support from seniorexecutives?3.What tactics are necessary for reaching an inclusiveaudience? 54.Who is using digital engagement well? What results arethey tracking?
  6. 6. Introductions Pat Rich Director and Editor in Chief, Online Content Canadian Medical Association Ann Fuller Director, Communications and Public Relations Children’s Hospital of Eastern Ontario (CHEO) Dave Hale Chief Executive Officer Soshal Group Paul Dombowsky Founder/CEO, Ideavibes and Fundchange 6 Digital Engagement Lead, Soshal Group
  7. 7. Today’s audienceOver 60 people signed up for today’s webinar and theaudience includes:•At least one person from each province•Six Provincial Ministries of Health•Two different Federal Departments•Public Health 7•Over 20 hospitals
  8. 8. Asking questionsDuring the Webinar:•Type in your questions in the Question section on the GoTo Meeting Control Panel.•We will assume all questions can be publicly answered. If you would like yours to beprivately addressed, add “private” to the end of your question.During Q&A:•If you want to verbally ask questions during the Q&A at the end – please put up yourhand by clicking the hand button on the GoTo Meeting Control Panel.After Webinar:•We are launching a social community to continue the conversation on digitalengagement after today’s webinar. Visit www.soshalgroup.com 8
  9. 9. Defining “DigitalEngagement”“Digital Engagement is anything and everything thatinvolves a conversation online.” Tim Lloyd – former Deputy Head of Digital, US Dept. of Health1.The use of technology to increase touch points with various stakeholders2.Frequency of conversations improves processes and procedures3.Improvement in patient care and working environment for staff 9
  10. 10. The Canadian MedicalAssociation and digitalengagementPat Rich – Director, CMA Online Content
  11. 11. Introduction 11
  12. 12. The tangible goods•Launched social networking site for physicians(Asklepios) 2008 – sunset 2012•First Twitter feed in 2009 (@cmaer)•Twitter # with annual meeting starting in 2009•Public engagement campaign on Facebookwww.healthcaretransformation.ca 2011 12•Developed SM guidelines for members 2011
  13. 13. How did it start?“…. the year was 2007 …..”•Recognition that Web 2.0 was becoming a big thing•Board of Directors working group on member communications reportcalling for member engagement (two way) 13
  14. 14. Which led to…•Assessment of member needs and where we couldbring the most value•Creation of secure, private social networking site forphysicians - Asklepios 14
  15. 15. …at the same timeRealization that CMA had:•No internal structure to support digital engagement•No access to social media sites for staff•No strategy to use social media•No dedicated resourcing 15
  16. 16. Which resulted in•Internal assessment of legal landscape of social mediasites•Planned internal strategy taken to senior management andBoard•Initial assessment of what we wanted to do•Pilot project to provide access to SM sites to staff•Development of social media use policy for staff 16•Launched pilot Twitter account (@cmaer)
  17. 17. However…•Value proposition of digital engagement for membersis still very unclear•Definite pushback from some members concernedabout privacy, security issues and lack of value 17
  18. 18. So we…•Looked at digital engagement from a strategicperspective•Continued to update senior management on the topic•Used Asklepios to support engagement withmembers on specific topics 18
  19. 19. Which led to…•Creation of a CMA Twitter account, to be used atannual meeting•Pilot use of YouTube•Use of Facebook for a specific campaign with publicin conjunction with other media 19•Dedicated resourcing for community manager tosupport Asklepios
  20. 20. What we forgot…or chose to ignore.•How to properly support an online community•Development of an association-wide digitalengagement/social media strategy•The value proposition was still lacking for physicians(and other health care professionals) 20•Proper metrics to measure success
  21. 21. Which then led to…•Development of social media-based Intranet for staff•Development of social media guidelines for members(first balanced guidance in Canada for physicians) 21
  22. 22. What we didn’t use1.Blogs2.Facebook3.LinkedIn 22
  23. 23. What we did right•Started small and progressed incrementally•Had communications/public affairs lead the initiative(not IT)•Sought senior management buy-in before proceeding•Used digital engagement tools strategically 23•Recognized need for dedicated internal resourcing
  24. 24. Where we’re going…•Development of an association-wide strategy•Build on early successes (Twitter)•Evaluate new tools (e.g. Pinterest)•Acknowledge changing landscape (sunsetting ofAsklepios) 24•Continue to be strategic
  25. 25. Why it matters to us•Canadian physician use of social media will increase•Social media will transform physician-patientinteractions in some situations•Social media will strengthen the ePatient movement 25
  26. 26. VisionWith the right precautions, we can help make a differencein the lives of children, youth, and families by spreadingour expertise outside our walls and beyond the patients wesee in our clinics each year. 27
  27. 27. 7 pt. SM philosophy1.Set realistic goals2.Make strategic choices to managed needed resources3.Adopt low-risk tools first. Where adding risk, pilot first4.Build an on-line community5.Encourage positive dialogue6.Discussion of patient-specific issues in public forums is off limits, 28discussion of patient non-specific issues should be encouraged7.Share our experiences
  28. 28. Social media approachPhase 1: Foundation buildingPhase 2: Pilot programsPhase 3: Expansion 29
  29. 29. Foundational elements Education, Governance and Best Practices • Social Media Policy for staff • Leadership Forum on Social Media • Governance & Best Practices framework for departmental/program involvement • Comment Assessment Tool • Social Media approval request form • Dialogue with Family Forum, Youth Forum Twitter • Bilingual account. Shared with Foundation, branded as Hospital • Content: Foundation news/events, CHEO news, health tips, community health retweets, articles of interest, job/volunteer opps • Role: Inform & disseminate. Monitor community dialogue • Frequency: 1 – 3 times per day YouTube • Bilingual non-profit account, shared with Foundation • Content: Educational videos and telethon stories • Role: Inform. • Frequency: 1 monthly Facebook • Separate English and French “Fan Pages” • Content: CHEO news, health education, Foundation new & events, community health updates • Role: Build the CHEO community through dialogue & engagement • Frequency: 3 – 5 times per week 30
  30. 30. Foundational elements Linkedin • Corporate profile Wikipedia • Expanded profile Blogs • Two Cents: Internal blog for staff • SMiCH: Blog to share and exchange information on social media with other Canadian health organizations • CHEO Moms & Dads 31
  31. 31. Pilots•Patient support•Patient care•Staff engagement 32
  32. 32. Staff engagement 33
  33. 33. Why online tool?•Nature of healthcare makes it difficult/impossible to get peoplein room at the same time.•Many hospital communications are one-way•In-person communication can be time-consuming, costly•Access peer knowledge, without scheduling meetings orcommittees 34•Conversations can be secure within organization, or securelywithin a group
  34. 34. One man’s view“A medical, multi-disciplinary approach, as medicine is being taught in medschool, yet as it fails to be practiced in daily routine. Where specialists of allwalks contribute their experience to a singular activity feed that anybody inthe hospital environment can follow, react to and share with others.” 35
  35. 35. Texas health 36
  36. 36. IPC Hospitalist“Patients receive better care when physicians can communicate witheach other quickly and effectively. Our internal network puts ourphysicians in control of the dialog and that’s what they want.” -Director of Information SystemsBenefits Better Collaboration: IPC’s physicians find internal network to be better than email in many cases for obtaining advice and answers to questions from their physician peers. Mobile Connectivity: Physicians can easily access organizational knowledge via their mobile devices. 37 Open: Breaks down organizational hierarchies and fosters dialogue between experts.
  37. 37. What we did•Launched as part of strategic plan, with email to all staff fromCEO•Intranet promotion, posters, etc•Lunch & learns, Intranet tutorial•Cafeteria Q&A•Yam Jam•Small weekly prizes•Town hall debate 38•Yammer superstars
  38. 38. How did it work•870 of 2,500 total staff & physicians registered so far•1000+ messages posted to date•100 “groups” set up by users 39
  39. 39. Digital Engagement PracticePaul Dombowsky
  40. 40. ChallengesWhat are we seeing when organizations try to implement digital engagement strategies?• Lack of consensus on how open people the organization to be?• Capacity building – who is doing to do what?• Alignment with brand strategy• Intersection of Communications and IT – moving to the next stage presents new problems from different internal stakeholders 42• Measurement and metrics
  41. 41. Digital engagement map 43
  42. 42. Benefits• Facilitating conversations that strengthen relationships and build loyalty• Providing opportunities to develop stakeholder-driven policy and programs that foster support and good will• Offering proactive stakeholder communication that reduces the likelihood of crisis management intervention• Introducing the opportunity for stakeholder innovation• Reducing costs of change management and provide an opportunity for the community or market to lead the change• Fostering conversations around key issues by the community that benefit 44 from the peer-to-peer nature of involvement•
  43. 43. The role of social media 45
  44. 44. Digital Engagement - 4 pillar strategy What is Who are What are the How are the being said – your nature & type conversations what is the stakeholde of conver- motivating the context? rs? sations you community to are having? engage and expand the community 46
  45. 45. CrowdsourcingCrowdsourcing has a lot to offer the health care sector – it is lagging behind other industriesDocpeers.com – problem solving network for health careEurekamed.com – open call for medical inventors – crowdsourcing solutionsConsider crowdsourcing for:• Problem solving• New care models• Organizational alignment 47• Running challenges to find solutions (financial incentives)• Process improvement by employees
  46. 46. Assessing yourorganizationWhere does your organization sit in its effectiveness inengaging with your various stakeholders?Do these stakeholders have enough opportunity toengage with your organization? 48
  47. 47. DE Assessment Level I Level II Level III Level IVPublicPatients / ClientsMembers / DonorsStaff / VolunteersLevel I Very few individuals in this group are being reached or have even been identified, and almost none are engaging with the organization digitallyLevel II Some of your target audience are being reached, and few are engaging with the organizationLevel III Most of the individuals in this target audience are being reached, and of those, some are engaging with the 49 organizationLevel IV All or almost all of this target audience is being reached and most are engaging with the organization
  48. 48. Next StepsUnderstanding where your challenges are and how to move up the levels takes both a look inside and understanding what practitioners like those at the CMA and CHEO are doing.Soshal has developed an online assessment tool to help you determine where your organization is. More details to come. 50
  49. 49. Digital engagementpracticeSoshal Groups Digital Engagement Practice is focused onturning community platforms into conversion pathways.Architecting opportunities with patients, staff, stakeholders, andcitizens using a 5 step process:1.Digital Engagement Audit2.External review (What your competitors are doing)3.Internal review (What are you doing?)4.Market assessment (opportunities that can be leveraged) 515.Recommendations for moving forward
  50. 50. Health e-CommunityWe invite you to join the community if you:•Have questions about digital engagement in health that you’d like to ask us and other healthexperts•Would like ongoing support for questions about implementing digital strategies to work withyour stakeholders•Would like to connect and share with other health professionals for best practices andexperiences•Are interested in watching highlights from our webinar•Would like to witness digital engagement first-hand 52•Check out the Community for Soshal’s new Online Assessment Tool
  51. 51. #HCSMCAJoin the conversation every Wednesday at 1pm ET#hcsmca is a vibrant community of people interested in exploring socialinnovation in health care.We share and learn, and together we are making health care more openand connected.Wednesdays at 1pm ETFollow the hashtag.Join the weekly chat.Share your knowledge.Tap into the community.Search the archives. 53 http://cyhealthcommunications.wordpress.com/hcsmca-2/Add a topic.Attend a meet up.
  52. 52. Ottawa | TorontoArchitect Opportunity.HEADQUARTERSOttawa, Ontario202-1339 Wellington St West | K1Y 3B81.855.476.7425 | info@soshalgoup.com@SoshalGroup | fb.com/SoshalGroup 54

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