Starting the Conversation: An Introduction to Using Social Media In Healthcare Mary Pat Whaley,...

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Conversatio n: An Introductio n to Using Social Media In Healthcare Mary Pat Whaley, FACMPE Abraham C. Whaley

Transcript of Starting the Conversation: An Introduction to Using Social Media In Healthcare Mary Pat Whaley,...

Page 1: Starting the Conversation: An Introduction to Using Social Media In Healthcare Mary Pat Whaley, FACMPE Abraham C. Whaley.

Starting the Conversatio

n: An

Introduction to Using

Social Media In

HealthcareMary Pat Whaley,

FACMPEAbraham C. Whaley

Page 2: Starting the Conversation: An Introduction to Using Social Media In Healthcare Mary Pat Whaley, FACMPE Abraham C. Whaley.

Defining Social MediaDefining Social Media✉✉Long Version: Social Media is the

democratization of information, transforming people from content

readers into publishers. It is the shift from a broadcast mechanism, one-to-

many, to a many-to-many model, rooted in conversations between

authors, people, and peers.

✉Short Version: Any tool or service that uses the Internet to

facilitate conversations

Page 3: Starting the Conversation: An Introduction to Using Social Media In Healthcare Mary Pat Whaley, FACMPE Abraham C. Whaley.

““Our practice doesn’t use Our practice doesn’t use social media because…”social media because…”

✉✉We don't have control over what We don't have control over what people might say about us.people might say about us.

✉✉We risk HIPAA and PHI violations We risk HIPAA and PHI violations with social media.with social media.

✉✉There is no return on investment There is no return on investment with social media.with social media.

✉✉People don't use social media to People don't use social media to choose healthcare providers.choose healthcare providers.

Page 4: Starting the Conversation: An Introduction to Using Social Media In Healthcare Mary Pat Whaley, FACMPE Abraham C. Whaley.

Why should we care Why should we care about social media?about social media?

✉✉Face-to-face visits are increasingly Face-to-face visits are increasingly accompanied by additional phone accompanied by additional phone and electronic healthcare and and electronic healthcare and administrative services:administrative services:

✉✉Prescription requestsPrescription requests

✉✉Forms completionForms completion

✉✉Questions (stimulated by Questions (stimulated by available info)available info)

Page 5: Starting the Conversation: An Introduction to Using Social Media In Healthcare Mary Pat Whaley, FACMPE Abraham C. Whaley.

Why should we care Why should we care about social media?about social media?

✉✉There is an increasing There is an increasing emphasis on patient emphasis on patient education and wellness:education and wellness:✉✉Smoking cessationSmoking cessation✉✉Support groupsSupport groups✉✉Home monitoringHome monitoring✉✉Customized education Customized education

Page 6: Starting the Conversation: An Introduction to Using Social Media In Healthcare Mary Pat Whaley, FACMPE Abraham C. Whaley.

Why should we care Why should we care about social media?about social media?

✉✉There are not enough caregivers There are not enough caregivers to meet needs now and in the to meet needs now and in the future:future:✉✉TelemedicineTelemedicine✉✉Family caregiversFamily caregivers✉✉eVisitseVisits✉✉Personal responsibility for Personal responsibility for

health health

Page 7: Starting the Conversation: An Introduction to Using Social Media In Healthcare Mary Pat Whaley, FACMPE Abraham C. Whaley.

Why should we care Why should we care about social media?about social media?

✉✉Reimbursement will be based on Reimbursement will be based on outcomesoutcomes✉✉Patient satisfactionPatient satisfaction✉✉Disease managementDisease management✉✉Payment for episodic and bundled Payment for episodic and bundled

carecare✉✉ACOsACOs✉✉Move from payment for patient Move from payment for patient

volume to payment for group patient volume to payment for group patient management (capitation revisited)management (capitation revisited)

✉✉Publically-reported performance Publically-reported performance (competition)(competition)

Page 8: Starting the Conversation: An Introduction to Using Social Media In Healthcare Mary Pat Whaley, FACMPE Abraham C. Whaley.

Start With Your Start With Your WebsiteWebsite

✉✉Your website is the Your website is the electronic center of your practice, your digital home, your virtual front desk.

✉✉Add one SM piece at a time, we suggest you start with Add one SM piece at a time, we suggest you start with a a blog.blog.

✉✉Your webmaster can add a WordPress or Blogger blog Your webmaster can add a WordPress or Blogger blog to your existing site very easily. Make sure patients to your existing site very easily. Make sure patients can comment on your blog (it’s a conversation!)can comment on your blog (it’s a conversation!)

✉✉Once your blog is running, add YouTube Once your blog is running, add YouTube videosvideos of your of your physicians and other providers introducing physicians and other providers introducing themselves and answering questions. Self-produced themselves and answering questions. Self-produced is better.is better.

✉Add your FB page last and use software to make it attractive and consistent with your website.

✉Don’t forget to LISTEN and respond.

Page 9: Starting the Conversation: An Introduction to Using Social Media In Healthcare Mary Pat Whaley, FACMPE Abraham C. Whaley.

How does it all work together?

Page 10: Starting the Conversation: An Introduction to Using Social Media In Healthcare Mary Pat Whaley, FACMPE Abraham C. Whaley.

Social Media ground rules

✉✉Be likable

✉✉Be trustworthy

✉✉Be transparent

✉✉Be approachable

✉✉Be thankful

✉✉Create value

Page 11: Starting the Conversation: An Introduction to Using Social Media In Healthcare Mary Pat Whaley, FACMPE Abraham C. Whaley.

Social Media: your daily workflow

✉✉Create alerts to notify you via email when you have comments on your blog, FB, YT or Twitter.

✉✉Check your stats and note how people find you – what are the terms they are using to search? Use this to help develop content.

✉✉Create content (news item, Q&A, announcement)

✉✉Post content.

✉✉Respond to every comment; delete inappropriate comments.

✉✉Consistency is key. Make a schedule and stick to it.

Page 12: Starting the Conversation: An Introduction to Using Social Media In Healthcare Mary Pat Whaley, FACMPE Abraham C. Whaley.

Social Media: A daily workflow

DAY BLOG FB YT TWITTER

Monday ✔ ✔

Tuesday ✔

Wednesday

Thursday ✔ ✔

Friday ✔

Page 13: Starting the Conversation: An Introduction to Using Social Media In Healthcare Mary Pat Whaley, FACMPE Abraham C. Whaley.

Social Media: finding the capacity

✉✉Once you get into the flow, 30 Once you get into the flow, 30 minutes a day will do it.minutes a day will do it.

✉✉Delegate some parts to staff.Delegate some parts to staff.✉✉Have a contract worker help you.Have a contract worker help you.✉✉Hire a ghost blogger.✉✉Purchase/borrow content from your

professional society – always attribute.

✉✉Use every piece of content three Use every piece of content three times: Blog, FB, YTtimes: Blog, FB, YT

Page 14: Starting the Conversation: An Introduction to Using Social Media In Healthcare Mary Pat Whaley, FACMPE Abraham C. Whaley.

Social Media and Social Media and HIPAAHIPAA

““We already have guidelines; social We already have guidelines; social media is simply another form of media is simply another form of communication. It’s no different from e-communication. It’s no different from e-mail or talking to someone in an mail or talking to someone in an elevator,” Bennett said. “The safe elevator,” Bennett said. “The safe advice is to assume anything you put advice is to assume anything you put out on a social media site has the out on a social media site has the potential to be public.”potential to be public.”

http://ebennett.org/hsnl/ “Found in Cache” http://ebennett.org/hsnl/ “Found in Cache” Social Media resources for health care Social Media resources for health care professionalsprofessionals

Page 15: Starting the Conversation: An Introduction to Using Social Media In Healthcare Mary Pat Whaley, FACMPE Abraham C. Whaley.

Benefits of social Benefits of social mediamedia

✉✉Introduce new providers and services quicklyIntroduce new providers and services quickly

✉✉Reduce marketing costsReduce marketing costs

✉✉Invite customers to communicate about Invite customers to communicate about problems, leading to greater customer problems, leading to greater customer retentionretention

✉✉Greater market influence and brand awarenessGreater market influence and brand awareness

✉✉Improved collaboration across departments Improved collaboration across departments and improved knowledge bases – teamwork!and improved knowledge bases – teamwork!

✉✉Growth in the top line and savings in the Growth in the top line and savings in the bottom linebottom line

http://blog.softwareinsider.org/2010/12/16/best-practices-five-http://blog.softwareinsider.org/2010/12/16/best-practices-five-simple-rules-for-social-businesssimple-rules-for-social-business

Page 16: Starting the Conversation: An Introduction to Using Social Media In Healthcare Mary Pat Whaley, FACMPE Abraham C. Whaley.

ResourcesResources✉✉Social Media category on Manage Social Media category on Manage

My PracticeMy Practice

✉✉Sign up on MMP to get new posts to Sign up on MMP to get new posts to your emailyour email

✉✉Click on the “Hello Bar” for this Click on the “Hello Bar” for this slide presentation and the links slide presentation and the links used in the programused in the program

✉✉Contact us if we can help you/your Contact us if we can help you/your practice get started or advance in practice get started or advance in social mediasocial media

Page 17: Starting the Conversation: An Introduction to Using Social Media In Healthcare Mary Pat Whaley, FACMPE Abraham C. Whaley.

QUESTIONS?QUESTIONS?

Mary Pat Whaley

Abraham Whaley

[email protected]

[email protected]

Twitter: @Mary_Pat_Whaley Twitter: @AbeWhaleyMMP

919.370.0504 919.370.0497 You can also find MMP on

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