healthcare social media (#hcsm): using word of mouse to market & manage your practice by...

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


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.


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


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”

http://blogs.zappos.com/blogs/ceo-and-coo-blog/2009/01/25/how-twitter-can-make-you-a-better-and-happier-person


























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


A Day In the Internet

Infographic

Demonstrates the power and reach of the internet

http://www.mbaonline.com/a-day-in-the-internet/









http://www.mediabistro.com/alltwitter/files/2012/03/internet-day.jpg





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:

http://ebennett.org/hsnl/

http://network.socialmedia.mayoclinic.org/hcsml-grid/




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


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


My Social Media Usage

Facebook

Facebook.com/drjerath

Facebook.com/optimawhc

Twitter

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

Pinterest.com/drjerath

Pinterest.com/optimawhc

Blog

Drjerath.com

Website

Optimawomenshealthcare.com

http://facebook.com/drjerath

http://twitter.com/drjerath

http://gplus.to/drjerath

http://pinterest.com/drjerath

http://linkedin.com/in/drjerath

http://drjerath.com/

http://facebook.com/optimawhc

http://twitter.com/optimawhc

http://gplus.to/optimawhc

http://pinterest.com/optimawhc

http://youtube.com/doctorjerath

http://optimawomenshealthcare.com/


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


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

http://t.co/p5GvA2oo


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


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


My ROI

15

10

40

35

Patient Referral Sources

COG Patients

Print/Other

Referrals

Social Media

My Positive Exposure


Media Coverage

Doctor heads to social media to find patients

9News Video

Profile story by Cheryl Preheim

November 4, 2011

http://on9news.tv/sjozH2

http://on9news.tv/sjozH2


Facebook.com/greenwaymedical


Doctors and Social Media: should the two mix?


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.

http://exm.nr/jZpc9w

http://twitter.com/DrJerath


Facebook Tips for Doctors’ Offices and Medical Practices


Physician Social Media Users Say ROI is Real -

http://bit.ly/ulufhp


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


Advertise your Social Media

Business Cards

Marketing

Tell patients

Newsletters

Emails

Postcards

Brochures

Patient Portal

Flyers

Encourage participation

Encourage staff

Create engagement and interaction


Email Signature


Brochure


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


Sample Consent Form


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/













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


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


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!”


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

http://www.acog.org/~/media/ACOG Today/acogToday201211.pdf

http://www.youtube.com/watch?v=3N8A5LMlego

http://www.cdc.gov/healthcommunication/ToolsTemplates/SocialMediaToolkit_BM.pdf

http://www.cdc.gov/healthcommunication/ToolsTemplates/SocialMediaToolkit_BM.pdf

http://www.ama-assn.org/ama/pub/meeting/professionalism-social-media.shtml







http://socialmedia.mayoclinic.org/learning/social-media-residency





http://fsmb.org/pdf/pub-social-media-guidelines.pdf








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


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

mailto:[email protected]

http://www.slideshare.net/VandnaJerathMD

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