Healthcare Social Media

1. What the Social Media Revolution Means for You Maddie Grant, CAE www.socialfish.org

2. Who am I?

3. Who am I?

4. Who am I? http://bit.ly/wt5DiM

5. Agenda • Associations and social media • Healthcare and social media • Your use of social media

6. POLL I consider my organization to be… •New to social media •Comfortable, but still experimenting •Using social media strategically •A fully integrated social business

7. Associations and social (and why do we care?)

8. Associations’ adoption of social media Ref: Association Trends’ Association Social Media Report 2013

9. Associations’ adoption of social media Ref: Association Trends’ Association Social Media Report 2013

10. Latest numbers (June 2014) SOURCE: http://therealtimereport.com/

11. Social Media has fundamentally changed Healthcare.

14. Resource: E-patient 2015, by Rohit Bhargava and Fard Johnmar

15. Some statistics 54% of patients are very comfortable with their providers seeking advice from online communities to better treat their conditions.

16. Some statistics 54% of patients are very comfortable with their providers seeking advice from online communities to better treat their conditions. 31% of health care professionals use social media for professional networking.

17. Some statistics 54% of patients are very comfortable with their providers seeking advice from online communities to better treat their conditions. 31% of health care professionals use social media for professional networking. 41% of people said social media would affect their choice of a specific doctor, hospital, or medical facility.

18. Some statistics 54% of patients are very comfortable with their providers seeking advice from online communities to better treat their conditions. 31% of health care professionals use social media for professional networking. 41% of people said social media would affect their choice of a specific doctor, hospital, or medical facility. 60% of doctors say social media improves the quality of care delivered to patients. SOURCE: http://getreferralmd.com/2013/09/healthcare-social-media-statistics/

19. What are some risks for healthcare organizations? - - - - Reputation management Privacy issues – HIPAA Copyright issues Inappropriate use by staff

20. The Mayo Clinic’s 12 word social media policy Don’t Lie, Don’t Pry Don’t Cheat, Can’t Delete Don’t Steal, Don’t Reveal http://network.socialmedia.mayoclinic.org/2012/04/05/a-twelve-word-social-media-policy/

21. Don’t endorse as a matter of course. Supervisors: Don’t initiate an employee friend request at your own behest. Separate your circle of friends from patients you mend. Corporate logo in your username is a no go. Adding a disclaimer is probably saner. Don’t practice on the Internet, regardless of your good intent Always surmise that HIPAA applies. Speak on your behalf, not that of staff. Anonymity is really gimmicky. If you chat about your company, identify abundantly.

22. Thoughts? Questions? Did those statistics surprise you? Are you concerned by some of these risks?

23. POLL: - I don’t use social media at all - I use social media personally, but not for work - I use social media for work only - I use social media everywhere, for work and socially

24. How are YOU using social media?

25. A lesson from Olivier Blanchard: F R Y FREQUENCY REACH YIELD

27. HANDOUT:

29. “I try to post 3-5 times per week and include a mix of professional, personal and community posts. In other words, I post articles or photos related to eyecare; local events; or achievements of our staff or our practice. I have found that the posts with the greatest reach are those that focus on staff members. Often, the staff member will share it on their own Facebook page and their friends will be exposed to our page.”

30. “On Twitter, I tend to post the same things I post to our Facebook page. I try to take advantage of trending hashtags when they relate to health or our community, etc. I think the importance of being on Twitter is just having that presence, and the content there does not necessarily affect its impact.”

33. “Since we have begun focusing more on social media marketing, the traffic to our patient portal has increased. In February, we had 43 new registrations. In May, we had 67. Driving patients to our portal is really important to us and it creates traffic on our web site. Regular posting of quality content has also increased our Facebook page likes.”

34. So how can you manage this? The key is to make it part of your daily work.

35. You can rock social media in 30 minutes a day Ref: Marketing Tech Blog infographic http://www.marketingtechblog.com/social-media-in-30-min/

38. See what others are doing!! Social media is PUBLIC and SOCIAL.

39. UNDERSTAND YOUR OBJECTIVES • Brand awareness? • Sales? • Advocacy? • Patient loyalty? • Provider relationships? • Recruitment of new staff? • What else?

40. “Healthcare social media is characterized by its immediacy, transparency and reach. This is the future of medicine, and the future is now. We have digitally savvy patients and doctors, hospital videos on YouTube, and surgeons live-tweeting surgery. Social media will continue to disrupt healthcare in ways we are only starting to understand. But in order to realize its full potential, all stakeholders need to contribute and participate.” - Marie Ennis O’Conner (health blogger)

41. Thank you! Maddie Grant maddie@socialfish.org @maddiegrant