best practices in hcsm

Presentation for #NewhousePRSMwith @DR4WARD

#hcsmbp8.18.12

Nichole Wenderlich@nwenderlich

Best Practices in Healthcare Social Media

What You’re Getting Yourself Into

Where I’m coming fromOverview of project goalsInterviews with hcsm GODSTheir actions, suggestions & adviceConclusions re: best practices for hcsm =

#hcsmbp

Employed by St. Joseph’s Hospital Health Center@StJosephsHealth

•Newly designed website – www.sjhsyr.org•Patient portal – My St Joseph’s – allows for scheduling classes, making appointments with doctors•Links to social media – including discussion boards/healthcare communities run by St. Joseph’s•Self-selected health-tip text message campaign• Videos from doctors•Health library•Blog from CEO

Project Goals

For the Social Media Graduate Class taken at Newhouse University (@Newhouse_U) at Syracuse University (@Syracuse_U) with Dr. William Ward (@DR4WARD) I set out to identify:Best practices within healthcare social media

(#hcsmbp)Interviewed experts in hcsm including*

PractitionersResearchersHealthcare Institutional RepresentativesHealthcare Marketers

*Individuals may represent more than one category

HC Practitioner PerspectiveHoward Luks, MD@hjluks http://www.howardluksmd.com Orthopedist | Social Media~HCR Consultant

Why is it important for doctors to be on social media?

“To educate patients! Why should the information you share be constricted by the four walls of your office? So much information is shared through social media, why should accurate information related to healthcare be any different?”

Patients become educated – provides for an efficient, effective and less stressful visit.

SM humanizes your presence – patients are more comfortable.

Bi-directional communication following visits.

Benefits of SM

Benefits & Best Practices

Why do I share information?“85% or patients utilize the Internet to

research their disease, physician or healthcare institution.”

Lack of education, training Provides tools to allow for more docs to

engageReach patients on multiple channels

Providers can also use sm to discuss amongst themselves and continue learning.

Jumping InDoctors should not use sm for the purpose of

marketing, however, it may be a byproduct of it.

How would one start? Create a simple blog or website. Docs create content on a daily basis put it online to share with others.

After initial start, determine level of involvement with sm.

How to Differentiate Your PracticeVideo via The Doctors Channel & @NicolaZiady

HC Pro/Teacher PerspectiveBertalan Meskó, MD @Berci http://www.webicina.com/Medical doctor, founder of Webicina.com, speaker, blogger, university lecturer, health 2.0 consultant, Wikipedia administrator doing PhD in genomics.

World’s 1st & only free service of curated medical sm resources in over 80 medical topics in over 17 languages.

How should docs start? Take Social MEDia Course on Webicina, however, more important is simple practice.

Not every doc has to create content, but every doc needs to be aware of it or how to find it.

Docs need to be aware of and use sm – be able to refer patients to online support groups, tools, etc., and share info with other docs.

Importance of Social Media in MedicineVideo via The Doctors Channel & @NicolaZiady

Benefits & Best Practices

Best PracticesIf creating content – evaluate.

Are you creating value?Don’t jump on band wagon.

Docs need to be aware of privacy and legality issues.

SM supports doc/patient relationship, but should never replace.

Be creative. Even surgeons like games.Education is the key. Teaching med students

value of sm – just discussed @ Stanford.

HC Institution Perspective Nicola Ziady @nicolaziady http://nicolaziady.com/ “Social Scientist” & HCSM Marketing Manager

@ClevelandClinic (her tweets do not represent her employer)

Due to a family emergency, I was unable to speak with Nicola, however, I did gather much insight from her website, tweets and The Cleveland Clinic’s use of sm.

What Patients Want

Via Mobile Phones

For full infographic, visit:http://twitpic.com/9o7dzq

Hospitals/Docs Use81%* of surveyed American physicians use

smart phones30%* of doctors use the Apple iPad - EMR,

view radiology images & communicate with patients

iPad Pilot Programs

Display unit during surgeryX-Ray, EKG, patient monitoring Data entry during MD rounds

Patient education, distraction, prep

*May 2011 Manhattan Research survey “Taking the Pulse U.S.”

HC Institution Facebook TipsRead this before you order lunch: http://bit.ly/NjcE64

• Pictures• Branding• CTA link to blog• Medical experts• Timing• Engaging content• Bi-directional

HC Marketer PerspectiveJOHN J. NOSTA @JohnNosta http://www.johnnosta.com#1 Kred-ranked influencer in health and included in the 2012 PHARMA 100 list. EVP, Senior Strategist at Ogilvy CommonHealth Worldwide

SM is beginning to save lives. Distance is dead.Best practice is practice.EMR allows for informed decisions.

Groundbreaking UsesSM allows for evolving dynamic between

patients and doctors.Text/video “check-ups”Video monitoring of patients at homePatients monitoring their own diseasesDigitizing of patient diariesElectronic development of customized

patient education materials

An iPhone device for measuring blood sugar for diabetics (Image credit: AFP/Getty Images via @daylife)

SM allows for marketing direct to patients.Exact targeting Provider/Patient win-win: opt in Don’t just push info on sm –

new ways to respond, engage

Groundbreaking Uses

Apps for Doc/Patient Comm

40% of physicians use medical apps on a daily basis

BenefitsDecreases costs, increases efficiencyImproving communicationGiving patients the tools to be responsible for

their own healthHIPPA secure messaging

Additional Resources 5 ways mobile apps streamline patient-doctor communication

bit.ly/P3yNZv via @Michelle_writes Mobile Apps The Future of Healthcare is Already at Your Fingertips

#infographic via @greatist @RockHealth http://pinterest.com/pin/38773246762692568/

Overall Best Practices/ConclusionsElectronic Medical Records (EMR) are a given.Future: all info will be online – collected @ all

touch points. Providers should be on sm – even if it is just to

practice.SM is not going away in hc – docs need to be

educated – about benefits and legalities.Interactions in hc are getting smart. Both docs &

patients want it.SM is changing the face of hc – those who keep

up will be the ones who benefit.SM marketing can pinpoint patient needs.

Recommendations for @StJosephsHealthInstitute a training program for docs re:

benefits, legalities, resources and how-to of sm.Encourage development of apps and/or smart

phone use.Continue to refine marketing to needs/wants of

patients.Start a hospital blog with expert authors,

relevant info. Push through SM channels.Work to actively engage hc community through

sm (vs. pushing info).Continue transition to EMR.

Thank you!

nwenderlich@yahoo.com@nwenderlich

Linkedin.com/in/nicholewenderlich