healthcare social media (#hcsm): using word of mouse to market & manage your practice by...
DESCRIPTION
Dr. Vandna Jerath discusses healthcare social media #HCSM at the Colorado ACOG Summer Educational Symposium. She demonstrates how to use word of mouse to market and manage your practice by educating, engaging, and empowering women. Learn about HCSM platforms and why networking is beneficial to promote healthcare objectives.TRANSCRIPT
ACOG | Summer Educational Symposium | June 14, 2014
Healthcare Social Media using word of mouse to market & manage your practice
by educating, engaging, & empowering women
Vandna Jerath, MD, FACOG
June 14, 2014 #coloACOGsymposium
optimawomenshealthcare.com
drjerath.com
ACOG | Summer Educational Symposium | June 14, 2014
Objectives
Discuss healthcare social media, the variety of platforms, and why it is so important
Discuss how social media impacts healthcare and how to benefit from social networking.
Discuss how to grow a practice (or promote other healthcare objectives) via word of mouse.
ACOG | Summer Educational Symposium | June 14, 2014
What is Social Media?
A cocktail party or networking event
Microblogging or “small talk”
Collaborative online networking and communication
Starting a conversation
Developing a relationship
Maintaining communication
60-90% people use internet for health related information
Usage
Personal vs professional
Here to stay – NOT A TREND
Strong growth and future
Time to get on board
ACOG | Summer Educational Symposium | June 14, 2014
Inspiration
“Profits are like oxygen. You need it to survive, but ultimately what matters is passion, growth, and a higher purpose.” @zappos – Tony Hsieh, CEO
“Transparency & Values: Twitter constantly reminds me of who I want to be, and what I want Zappos to stand for”
“Reframing Reality: Twitter encourages me to search for ways to view reality in a funnier and/or more positive way”
“Helping Others: Twitter makes me think about how to make a positive impact on other people’s lives”
“Gratitude: Twitter helps me notice and appreciate the little things in life”
ACOG | Summer Educational Symposium | June 14, 2014
Growth and Reach of Social Media
To reach 50 million users Radio - 38 years
TV - 13 years
Internet - 4 years
Facebook – less than 6 months
Social Media Now Facebook - 1.3 billion users
Twitter - 500 million users (250 million active)
Linked In - 296 million users
YouTube – 1 billion users
Google+ - 300 million users
Pinterest – 70 million users
Blogs - 158 million
Other - My Space, Flickr, Yelp, Yammer, Instagram, Snapchat, Vine
Medical – Sermo, Medpedia, Doximity
ACOG | Summer Educational Symposium | June 14, 2014
A Day In the Internet
Infographic
Demonstrates the power and reach of the internet
ACOG | Summer Educational Symposium | June 14, 2014
Hospital Usage
U.S. Hospitals that use Social Networking tools 1,562 Hospitals total 717 YouTube Channels 1300 Facebook pages 1005 Twitter Accounts 653 LinkedIn Accounts 1084 Four Square 211 Blogs 55 Google + Circle
6,532 Hospital Social Networking Sites
Sources:
ACOG | Summer Educational Symposium | June 14, 2014
Types of Social Media
Facebook Twitter Linked In YouTube Google + Pinterest Instagram Four Square My Space Flickr
Tumblr Yelp Yammer Blog Website Medical
Sermo Medpedia Doximity
ACOG | Summer Educational Symposium | June 14, 2014
Why Use Social Media? My Top Ten Reasons
Branding Marketing/Growth Patient and Self -Education Community Outreach Transparency/Credibility Patient Loyalty and Satisfaction Interest/Interaction/Engagement Networking/Messaging Direct Access – Physician and Patients Innovation
ACOG | Summer Educational Symposium | June 14, 2014
My Social Media Usage
Facebook.com/drjerath
Facebook.com/optimawhc
Twitter.com/drjerath
Twitter.com/optimawhc
YouTube
Youtube.com/doctorjerath
Linked In
Linkedin.com/in/drjerath
Linkedin.com/company/optima-women's-healthcare
Google +
Gplus.to/drjerath
Gplus.to/optimawhc
Pinterest.com/drjerath
Pinterest.com/optimawhc
Blog
Drjerath.com
Website
Optimawomenshealthcare.com
ACOG | Summer Educational Symposium | June 14, 2014
My Content & Tips
Women’s health
My ob/gyn practice
Baby photos (with patient consent)
Pregnancy tips
Medical issue in the news
General medicine
Healthcare reform
Health awareness promotion
Trivia – OptimaWHC Healthe-Challenge
Polls
Contests
Sports
Politics
World news
Fashion
ACOG | Summer Educational Symposium | June 14, 2014
Facebook Tips for Doctors’ Offices and Medical Practices
Be a source of health tips or medical news
Answer a medical question in general terms, suggest an appointment
Answer common questions coming in to the office
Answer a patient billing complaint
Always thank patients for endorsements (it encourages more)
Show benefits and answer questions about a therapy
Show a specific expertise
Show a new or improved piece of technology
Show an educational video
Introduce or recognize doctors and staff
Show some personality of your office
Offer an educational or inspirational contest on Facebook
Ask a question with Facebook’s polling function
Make a seasonal or short-time offer
Promote your patient portal or blog
Show community spirit — let your page be a neighborhood bulletin board
ACOG | Summer Educational Symposium | June 14, 2014
My Costs & Investment
FREE Time is money
Time investment Full-time ob/gyn, patients come first 3 months solid to get started Maintenance 1-2 hours/week
Minimal website and blog hosting fee < $20/month
Marketing Most practices 5-10% of revenue I spend < $1000/year
ACOG | Summer Educational Symposium | June 14, 2014
My Success One of the first physicians locally with extensive social
media involvement
Over 7000 social media connections
New physician in new market/community
Marketing and growth opportunity
New patients
Creating a brand and credibility
Develop and maintain loyalty
Provide transparency
Patient and community outreach and education
Ability to be a resource
Patient interaction and word of mouse
Direct physician access
Positive image
Exponential growth
Increased online visibility
Higher SEO
Network with other colleagues
New opportunities
Considered a local #hcsm expert and pioneer
Writing articles, interviews, blogs, presentations, consulting
Staff involvement
FUN and FULFILLING
ACOG | Summer Educational Symposium | June 14, 2014
My ROI
15
10
40
35
Patient Referral Sources
COG Patients
Print/Other
Referrals
Social Media
My Positive Exposure
ACOG | Summer Educational Symposium | June 14, 2014
Media Coverage
Doctor heads to social media to find patients
9News Video
Profile story by Cheryl Preheim
November 4, 2011
http://on9news.tv/sjozH2
ACOG | Summer Educational Symposium | June 14, 2014
Facebook.com/greenwaymedical
ACOG | Summer Educational Symposium | June 14, 2014
Doctors and Social Media: should the two mix?
ACOG | Summer Educational Symposium | June 14, 2014
Doctors and Social Media: should the two mix?
Another local doctor that tweets frequently is Dr. Vandna Jerath, MD of Optima Women's Healthcare. She tweets both about what's going on in the women's health field locally and on a more global scale, showing that she keeps up-to-date with current medical knowledge. She also engages people on a personal level, whether they are patients or not. For example, awhile back a rather touchy, and often considered controversial, subject came up. When differing points of view were presented, she didn't attack or say anything resembling "I'm a doctor so what I say is the only thing that matters," like many doctors I have encountered. She addressed each point of view from an honest perspective and even acknowledged that, in some cases, what is right for one family may not be right for another. I admit that I was very impressed by this.
I'm not a patient of either of these doctors but I follow them, regardless, as the information that they share can be helpful, especially in the case of Dr. Jerath.
ACOG | Summer Educational Symposium | June 14, 2014
Facebook Tips for Doctors’ Offices and Medical Practices
ACOG | Summer Educational Symposium | June 14, 2014
Facebook Tips for Doctors’ Offices and Medical Practices
ACOG | Summer Educational Symposium | June 14, 2014
Physician Social Media Users Say ROI is Real -
ACOG | Summer Educational Symposium | June 14, 2014
Getting Started & Simple Steps
Getting started Do not be overwhelmed
Can be done on your own
Inexpensive
Investment of time
Use local resources
Social Media course
Professional internet, SEO, marketing companies
Read blogs and advice on the internet
Try it, experiment and learn
Keep learning
Work in progress
Have fun – it is NOT a chore
Simple Steps Set-up Google alert
Set-up Google analytics
Setup Google + page
Set-up website
Identify who can manage your social media
Have a social media policy
Encourage the physicians to participate
Start with a facebook practice page and tell your patients
Expand from there
Rotate content on your sites
Engage your audience
ACOG | Summer Educational Symposium | June 14, 2014
Advertise your Social Media
Business Cards
Marketing
Tell patients
Newsletters
Emails
Postcards
Brochures
Patient Portal
Flyers
Encourage participation
Encourage staff
Create engagement and interaction
ACOG | Summer Educational Symposium | June 14, 2014
Email Signature
ACOG | Summer Educational Symposium | June 14, 2014
Brochure
ACOG | Summer Educational Symposium | June 14, 2014
Your Concerns
HIPAA compliance Patient interaction Patient consent –
Sample form by Michelle Harden, ESQ of Messner & Reeves
Boundaries Medical Advice Ethical Standards Time consumption Management of social media Getting started
ACOG | Summer Educational Symposium | June 14, 2014
Sample Consent Form
ACOG | Summer Educational Symposium | June 14, 2014
Future of Healthcare Social Media
More physician involvement
More hospital involvement
More patient interaction and communication
More collaborative networking
Telemedicine
Medical and Healthcare Apps
Direct healthcare and medical advice
Medical news
Medical surveys
Medical marketing
Referrals
Emergency and Disaster Information
http://philbaumann.com/2009/01/16/140-health-care-uses-for-twitter/
ACOG | Summer Educational Symposium | June 14, 2014
My Top Ten Tips
Be yourself and be personable Share, share, and share Keep professional and ethical boundaries (maintain HIPAA) Know why you are doing this and what your goals are Know your audience Engage your fans, patients, followers, supporters, & friends Be a resource, leader, and expert Listen, ask, acknowledge, and respond (don’t be self-
absorbed) – keep learning Keep branding and marketing ALWAYS stay positive
ACOG | Summer Educational Symposium | June 14, 2014
Social Media Do’s & Don’ts From ACOG
Do’s
Always maintain your professionalism
Be careful with humor and political opinions
Speak in lay terms patients and consumers will understand
Ask your employer and/or hospital if it has social media guidelines you must follow
Consider creating a social media policy for your practice
Ask your professional liability carrier if it has social media coverage or guidelines
ACOG | Summer Educational Symposium | June 14, 2014
Social Media Do’s & Don’ts From ACOG
Don’ts Don’t discus patients online, even in general terms Don’t give medical advice Don’t post photos of patients or babies (debatable – obtain
permission/consent) Don’t post anything you don’t want the entire world to read.
Everything you do and say online is public. Don’t “friend” your patients on Facebook. If you have a
personal Facebook page, consider creating a separate professional one.
Don’t spend too much time directly promoting your practice. Social media is about having a conversation, so limit self-serving practice promotions such as “We have 4-D fetal ultrasound at our downtown location!”
ACOG | Summer Educational Symposium | June 14, 2014
Professional Resources
ACOG http://www.acog.org/~/media/ACOG%20Today/acogToday201211.pdf
http://www.youtube.com/watch?v=3N8A5LMlego
CDC http://www.cdc.gov/healthcommunication/ToolsTemplates/SocialMed
iaToolkit_BM.pdf
AMA http://www.ama-assn.org/ama/pub/meeting/professionalism-social-
media.shtml
Mayo Clinic http://socialmedia.mayoclinic.org/learning/social-media-residency
FSMB http://fsmb.org/pdf/pub-social-media-guidelines.pdf
ACOG | Summer Educational Symposium | June 14, 2014
My Favorite Resources
Socialmedia.mayoclinic.org
Smedio.com
Socialmediaexaminer.com
Blog.Hubspot.com
Healthissocial.com
Business.twitter.com
Facebook.com/business
MariSmith.com
Chrisbrogan.com
Problogger.com
Copyblogger.com
Ebennett.org
Mashable.com
Kevinmd.com
ACOG | Summer Educational Symposium | June 14, 2014
Contact Information
Vandna Jerath, MD Optima Women’s Healthcare
Sierra Medical Office Building
Parker Adventist Hospital Campus
9399 Crown Crest Blvd, Suite 450
Parker, CO 80138
303.805.1807 P | 303.595.5390 F
optimawomenshealthcare.com
drjerath.com
Email - [email protected]
Presentation - http://www.slideshare.net/VandnaJerathMD