Plugging into the Patient


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Plugging into the Patient

  1. 1. Plugging in to the Patient Social Media Trends in Healthcare By Rita Vest, Vest Advertising, Marketing & PR
  2. 2. 12.54% of Hospitals with Websites Use 12.54% of Hospitals with Websites use Social Media Social Media 351 Use Social Media 2,800 Hospital Websites 6,000 US Hospitals Source: – August 2009
  3. 3. Howare they using it? It? How Are They Using
  4. 4. Where Do People Search Online for Health Information? Source: iCrossing- Wikipedia How America Searches, Health & Wellness 2008 Research Engines Health Portals Social Media 0% 10% 20% 30% 40% 50% 60% 70%
  5. 5. Consumers Are Consulting Commercial Sites and More for Health Information
  6. 6. Mayo Clinic Medical Edge — The Foundation of Their Strategy »A team of five internal journalists produced material with general audience interest: » Medical Edge TV—short weekly healthcast airing on more than 100 news stations in the US, Canada and even as far away as Egypt and the West Indies »Mayo Clinic Newspaper—a twice weekly, question and answer newspaper column syndicated nationally through Tribune Media Services
  7. 7. Online Medical Resources Are the Wave of the Future »$40 billion will be spent in the next 10 years in telemedicine »Lowers cost of patient interactions »Promotes wellness and prevention »Digitizes medical records »Increases patient loyalty and satisfaction »Investing in technology is a smart expenditure regardless of the outcome of healthcare reform
  8. 8. Social Media for Hospitals — More than just Chat... »Customer service tool »Crisis communication & opt-in news channel »Employee recognition/fundraising tool »Public health information system »Referring physician interface/database »Community opportunity for patient sharing and support »Outreach platform from patients to their families
  9. 9. Viral Public Outreach
  10. 10. Government Outreach » receives hundreds of amateur ads—winner gets $2500 cash. Contest widely reported in national mainstream news media. »E-cards—send a viral video card on flu prevention to your friends »Online toolkits for schools, universities to communicate to students »Extensive how-to information for special populations
  11. 11. FDA Peanut Recall Widget »When the FDA recalled several brands of peanut based products, people went to the Internet first for details. The FDA recall widget app got: »19 million unique visitors for the main site »Placement on 20,000 websites
  12. 12. CEO Management by Blogging » Paul Levy, CEO Beth Israel Deaconess Hospital, Boston
  13. 13. His Blog is a Channel for Rallying Staff in Economic Crisis »700 jobs to be cut, mostly lower staff level »Announced town hall meetings on his blog »Town halls explained what needed to be done and asked the staff for suggestions »Boston Globe invite to attend an internal meeting
  14. 14. CEO Management by Blogging
  15. 15. Results: 500 Jobs Saved »Standing ovations from employees & outpouring of team support on his blog »More than 100 messages an hour for days »Hundreds of suggestions for cost cutting »Departments and individuals offer to take pay cuts, giving up overtime, and vacation
  16. 16. CEO Management by Blogging
  17. 17. Levy’s Lessons in Radical Transparency »Post every comment, no matter how negative »Treat all your employees like adults »Treat all employees as equally important »Reveal everything—infection rates, outcomes—and encourage interdepartmental competition
  18. 18. Patients Are Amazed when you listen and respond… Patients are amazed When You Listen and Respond...
  19. 19. Patient Education Gets Specific & Visual (Emmi)
  20. 20. Emmi to the People »See instructional video for thousands of procedures »Look up medical terms in their wiki »Send a personal message to your doctor/surgeon »Send specific pre-operative instructions to patients »Can be used for doctors, hospitals, outpatient centers—monthly bill by size
  21. 21. Develop an Audience that wants your p.r. audience Wants your PR »Sutter Eden Medical in Castro Valley offers up-to- the-minute news of the construction of its new facility …including a 24/7 online webcam!
  22. 22. Nearly1,500 people follow their releases on Twitter Nearly 1,500 People Follow their Releases on Twitter
  23. 23. Extend Your Communications Resources in Crisis » Sutter Eden Medical used its news blog to confront a nurse’s strike head on. They even took the extremely bold step of embedding a link to the full text of the nurse’s lawsuit document online.
  24. 24. SocialMedia is the hero Social Media is the Hero »Brings vital information to the public quickly in an emergency »Allows the public to pass along correct information to their friends »Makes the information accessible by mobile phone Emory University Hospital—icons on their home page »Clears the phone lines for only the most important calls
  25. 25. Help Patients Reach Out to Their Families and Loved Ones »University of Wisconsin Healthcare ( allows well- wishers of patients to create a free card online. It is then printed out and delivered to the patient in his or her room.
  26. 26. Customized Care Pages Take the Stress Out of Family Updates »Patients at UW Health can create a custom update website with photos/ video and Facebook- style wall
  27. 27. Increase Foundation Giving
  28. 28. Integris Health Guardian Angel Program »When a patient has a good experience with a hospital employee, they can go to this website to write up their story »They can make a donation to the Integris Health Foundation in the employee’s name »The employee who is honored gets a Guardian Angel pin to wear on his or her uniform »Patients see these pins, ask, and the whole cycle starts again
  29. 29. Use Social Media to Create Niche Patient Communities
  30. 30. Georgetown Bariatrics Online Patient Services »Password-protected patient community allows them to exchange tips with each other and offer support—a key for the long-term health of these patients »Sign up for educational sessions online, read latest research and national news in bariatrics »Ask questions of staff online »E-commerce for patients to buy special food, vitamins and other products just for bariatric patients »Download all new patient forms
  31. 31. Georgetown Bariatrics Proves You Don’t Have to Be a Healthcare Giant to Be Big in Social Media »In addition to a qualification test, Georgetown offers this self test, which allows potential patients to enter their information, and see how being obese raises their daily expenses.
  32. 32. Use Online Tactics to Reach Out to Referring Physicians »MD Anderson Center has online research publication for physicians about breakthroughs in cancer treatment.
  33. 33. Going the Extra Mile for Physician Accessibility » portal allows physicians to book appointments, exchange files, hear dictated notes on their patient from MD Anderson Docs, and access clinical trial info
  34. 34. MDAnderson Online Professional Resources
  35. 35. MD Anderson’s Amazing Array of Online Physician Support… »Calculators to predict the response of patients to chemotherapy and probable survival rates »Database of information on complementary and alternative medicine and their effects on cancer »Second opinion service on tissue samples »Physicians network to provide MDAnderson branded cancer care nationwide »Online Oncology toolkit
  36. 36. MD Anderson Online Oncology Toolkit
  37. 37. MD Anderson Online Oncology Toolkit »Offers iTunes University for referring physicians, with extensive, long format podcasts from MD Anderson’s cancer experts »Free online training programs for referring physician’s staff »Downloads of handout materials from every major medical conference regarding cancer »MD Anderson faculty speaker’s bureau
  38. 38. Releases on Studies and Breakthroughs Aimed Directly at Medical Audience
  39. 39. Use Online Tools to Differentiate Your Brand
  40. 40. Vest Advertising/Dr. Shep »Goal to build Dr. Schrepferman as a national hub for vasectomy reversal »Video of his micro-surgery »Online message from Dr. Shep »Book travel for surgery through his online concierge »Conducts free online consultations with patients through Skype
  41. 41. Mayo Clinic—A Lesson In How It’s Done
  42. 42. Mayo Clinic Medical Edge—The Foundation of their Strategy »A team of five internal journalists produced material with general audience interest: »Medical Edge TV—short weekly healthcast airing on more than 100 news stations in the US, Canada and even as far away as Egpyt and the West Indies »Mayo Clinic Newspaper—a twice weekly, question and answer newspaper column syndicated nationally through Tribune Media Services
  43. 43. Mayo Clinic Medical Edge »Medical Edge Radio—Daily 60 second health broadcast going to nearly 200 radio stations daily in the US, Canada, and even as far away as Australia »Created advertising/syndicated outposts on popular sites with sharing platforms. All roads point back to Mayo Clinic’s website properties.
  44. 44. Program Builds with iTunes »Mayo expanded its program with more detailed podcasts, available on RSS, in bone health, cancer, children’s, men’s and women’s health
  45. 45. Simple Flip Camera Videos Used to Create Mayo Clinic YouTube Channel
  46. 46. Low Investment=Big Results »Videos range from repurposed “Medical Edge” TV segments to spontaneous physician interviews, patient stories, and more »444 videos now on the channel (9/09) most ranging in viewers around 4.4 million viewers each »In spite of the huge volume of uploads, there are 712 RSS subscribers to the YouTube channel
  47. 47. Mayo Clinic on Twitter »Mayo tweets link to its existing online news stories and posts. More than 1,400 people follow them here.
  48. 48. Mayo Clinic News Blog »WordPress format makes news quick to upload »Journalists can enter interview requests online »Embargoed posts are password protected
  49. 49. Sharing Mayo Clinic »Patient Blog allows grateful patients to upload their experiences »Submission guidelines warn patients of risk of public disclosure
  50. 50. Mayo Clinic on Facebook »8,981 fans follow Mayo on Facebook »Patient stories, general health discussions »Medical questions are always answered by a request to contact your physician
  51. 51. Who Else is Getting Big Results? »Duke Health got nearly 5.5 billion unique views for its online videos »Henry Ford Health saw a 9.5 percent increase in registrations after it started offering live surgical Twitter casts »National Library of Medicine sees so much chatter about health online, they are starting to do a semantic language analysis of Twitter to identify emerging public health concerns
  52. 52. How do we measure this? »Google Analytics—gives you a very good picture of the numbers of viewers on your site, when viewership spikes, and what pages interest them the most. You can also run the numbers for your competition! »Online polls give you instant visitor feedback »# of RSS feed subscribers, # of Facebook fans »Online advertising helps support your site, and you can count visitors who click through, especially when you use a landing page
  53. 53. Measurement Tactics »# of views on videos, # of downloads for podcasts »Google alerts to show who else is discussing you »Offsite analysis free tools—Quantcast, Compete, and Alexa »Paid services such as Radian6 »Increases in new patients, procedures done, or inquiries
  54. 54. How to start? »Identify management’s priority areas and audiences »Start small with one initiative to one audience, or something simple like a news blog »Measure carefully »Get help from agencies and freelancers for overflow, professional editing and initial planning »Develop internal resources
  55. 55. Thanks for joining us today! » Rita Vest, President »Vest Advertising, Marketing & Public Relations Louisville, KY »502-267-5335 »
  56. 56. Websites Worth Visiting » » » » » » » »