Social Media in Health Care: Stop Marketing, Start Helping

1. Social Media in Health Care:Stop Marketing, Start Helping How social media can be used in health care How Swedish got started..and where we’re going Looking ahead – what’s next? Dana Lewis | @DanaMLewis | dana.lewis@swedish.org

2. 5 hospitals, 2 ACCs, 15 primary care clinics • serving Seattle for 101+ years • Private nonprofit

3. Meet Sarah.

4. Sarah likes….

6. She also likes….

8. More importantly…

9. She’s now a patient. (as of October 14, 2002)

10. She felt alone, and went online .... Dr. Google couldn’t help.

11. But other people could (image from www.bepartofthecure.org. FYI – there’s no cure for diabetes…yet)

12. She now has…

13. a purple pump.

14. She of course also likes….

16. But when she was diagnosed with celiac disease…

17. You may have guessed: This is my story. This is why social media matters.

18. We’re all doing social media differently.

19. Social media isn’t what you think it is. (and it’s not what you think that matters.)

20. Who uses social media in health care? • Patients • 80+% of Americans search online for health info • Physicians • 86% search online for health information in their practice • Organizations • 890 Hospitals => 2,337 Hospital Social Networking/Media Sites • 437 YouTube Channels • 701 Facebook pages • 662 Twitter Accounts • 431 LinkedIn Accounts • 106 Blogs

21. Why do people use HCSM? (Social Media in Health Care/Health Care for Social Media) • Patients • Learn about symptoms, diseases/conditions, options • Educate themselves, understand treatments • Support • Physicians • Ongoing education • Resources for treating patients (medical research) • Peer-to-peer support • Marketing/promotion • Organizations • Connect to patients/consumers/customers & provide resources • Public health information • Virtual “help” desk and patient/customer relations

22. But how can social media be used for health care? • Live-tweeted or streamed patient procedures • Health education videos • Health parody videos • Blogs sharing health care information • Patient support networks • Physician peer support via physician networks • Collaboration • Crowd-sourcing • Conversation • Webinars, tweetchats, threaded conversations

23. Social media breaks down the barriers & brings people to the table to have the right conversations in health care.

24. What are the legal, regulatory, and ethical implications for social media?

25. The elephant in the room – or rather, the Hippo

26. HIPAA(Health Insurance Portability and Accountability Act) • Title 1 • regulates the availability and breadth of group health plans and certain individual health insurance policies • Title 2 • defines offenses relating to health care and sets civil and criminal penalties for them • creates several programs to control fraud and abuse within the health care system • sets administrative 'simplification' rules

27. Wait - what did HIPAA say about social media? (nothing)

28. Guidelines for health & social media: AMA • Physicians should be cognizant of standards of patient privacy and confidentiality that must be maintained in all environments, including online, and must refrain from posting identifiable patient information online. - Don't violate patient privacy • When using the Internet for social networking, physicians should use privacy settings to safeguard personal information and content to the extent possible, but should realize that privacy settings are not absolute and that once on the Internet, content is likely there permanently. Thus, physicians should routinely monitor their own Internet presence to ensure that the personal and professional information on their own sites and, to the extent possible, content posted about them by others, is accurate and appropriate. • Google yourself regularly. Also, make sure you understand your privacy settings & what you choose to share online.

29. Guidelines for health & social media: AMA 3. If they interact with patients on the Internet, physicians must maintain appropriate boundaries of the patient-physician relationship in accordance with professional ethical guidelines just, as they would in any other context. • Be a resource of information and help curate resources and provide guidance for your patients about accurate and credible online health info. 4. To maintain appropriate professional boundaries physicians should consider separating personal and professional content online. • (Personal decision. Tip: Let patients know you're human.)

30. Guidelines for health & social media: AMA 5. When physicians see content posted by colleagues that appears unprofessional they have a responsibility to bring that content to the attention of the individual, so that he or she can remove it and/or take other appropriate actions. If the behavior significantly violates professional norms and the individual does not take appropriate action to resolve the situation, the physician should report the matter to appropriate authorities. • Be a role model online as you are in person, and encourage dialogue about using social media personally and professionally. • Physicians must recognize that actions online and content posted may negatively affect their reputations among patients and colleagues, may have consequences for their medical careers (particularly for physicians-in-training and medical students), and can undermine public trust in the medical profession. • You're human, and you may make a mistake online (we all do). Be prepared to admit you are wrong; honesty and transparency look better in history than attempted cover-ups.

31. Yes, there are pitfalls. (But like other health care risks, they can be managed)

32. We trust physicians to treat and cure and perform medical miracles - why would we not allow (and encourage them) to translate their knowledge and expertise on-record and on-line?

33. Legal, ethical, and regulatory guidelines: don’t violate patient privacy. Think about what you're doing - is the long-term impact less than your need to post something right now? When in doubt, don't post Listen before you engage Allow two-way engagement

34. More on regulatory guidelines: we’re still waiting

35. Safest routes:Set your own (internal and external) policies • Set standard for ethical and legal behavior in social media • Blaze the path • Have internal policies in place in addition to tools, trainings, and resources. • Be clear with your communities regarding commenting/posting policies

36. So how do you engage? Blog posts, stories, events, in the news, Q&A First news releases, gradually more engagement & RTs, health articles Physician videos, flash mob, robotic videos

37. http://swedish.org/blog

38. http://youtube.com/swedishseattle

39. http://facebook.com/swedishmedicalcenter

40. Think outside the box (…and take social media with you)

41. Don’t forget about education.

42. #SwedishIssaquah OB Open House

43. Measure this… • Pre-registrants • Google Analytics for tab views • Clicks, shares, likes • New patient signups at the event • …how many registrants became patients long term

44. Where we’re going:

45. Where we’re going:

46. Lessons from working with physicians “Doing social media” is scary Those naturally interested and excited do best Wade in rather than dive in first

47. What to do: stop marketing Build your channels Engage Get off the bullhorn

48. Facebook isn’t a band-aid Do you really need your own page? Since you’ve built up channels, utilize them! Make sure your strategy for social media aligns with bigger picture marketing and business strategies and objectives

49. Think outside the doctor’s office (and the OR)

50. Where is healthcare social media going? ??? (it’s following and focusing on helping patients – you should, too)