Trends in Social Media in Healthcare @JohnSharp
LinkedIn.com/in/JohnSharp
Take Aways Leaders have a strong core of content
marketing/education Cautious experimentation by provider
organizations The Rise of e-Patients Social Medias role in patient
engagement Mobile devices impact Where to we go from here?
Social Media Hub
Centered Around a Blog
Content Marketing an opportunity for marketers to reach
customers with authentic, relevant, helpful and engaging
information and conversations, Works in healthcare because we are
not trying to reach out to consumers based on price or selection
yet Includes patient education, wellness information nutrition and
exercise
Experimentation Pinterest posting healthy recipes, graphics
Asking for feedback through Facebook Healthcare Hashtag project
http://www.symplur.com/healthcare-hashtags/
Feedback before social media Letter addressed to CEO May have
forwarded to the employee receiving the compliment Only a few
people saw it Rarely acted on May or may not be replied to
Facebook Feedback
Healthcare Hastags
Quest for the Viral Video No formula to predict Empathy: The
Human Connection to Patient Care Originally intended for employees
only Now over 1 million views Being imitated in England,
elsewhere
Empathy Video
Rise of the e-Patient An e-patient is a health consumer who
participates fully in his/her medical care. White paper:
e-Patients: How they can help us heal health care e-Patient
Dave
e-Patients Included For conferences which include patients as
participants and speakers Began at TEDx Maastrict in the
Netherlands by Lucien Engelen
e-Patients the Walking Gallery Regina Holliday paints jackets
for e-Patients and other patient advocates The owners assemble at
conferences to act as a walking gallery of patient stories Her
husband died because his records were not electronic and could not
be released easily for a second opinion
Patient Communities Smart Patients Patients Like Me Diabetes
Mine
The Quantified Self is an international collaboration of users
and makers of selftracking tools. Report their self-tracking on
social media
Social Media & Patient Engagement Does it make a
difference? Is online engagement enough? How do you measure? Is
there an impact on HCAP scores? Addressing problems in real
time
Measuring Impact
Sentiment Analysis Shows positive, negative and neutral
comments Requires interpretation
Social Media & Patient Satisfaction Axial Exchange Patient
Engagement Index Large social media presence and social media
interaction includes Yelp ratings and Facebook likes
Mobile Devices Everyone continuously connected Patients
connected at the hospital, expect cell, wireless service to stay in
touch Dealing with photos and videos by employees and visitors Do
mobile devices enhance or interfere with care?
Mobile Devices Need policy on use of mobile devices including
photography and social media Need to educate employees Dont block
use but allow appropriate use
Where do we go from here? Google Glass and other wearable
devices Social media whats next? Infographs The office visit of the
future
Google Glass Uses in medical education and more
Social Media Whats Next More ways to share videos, photos
Easier to share health information, privately or publicly More ways
to develop communities Social media impacting health Social media
impacting patient satisfaction
Infographs
Provider Visit of the Future
Warnings Negative comments and reviews Negative comments which
grow out of control Photos and comments from employees including
HIPAA violations Social media accounts being hacked
Address Social Media Complaints Billing complaints, parking,
negative patient experience Address quickly Delay in response could
get more similar posts, negative comments Divert offline ask to
call
Take Aways Leaders have a strong core of content
marketing/education Cautious experimentation by provider
organizations The Rise of e-Patients Social Medias role in patient
engagement Mobile devices impact Where to we go from here?
Two Kinds of People? Will you join the social media revolution
to engage patients?