Leveraging Social Media and Health IT for Patient Engagement

Leveraging Health IT and Social Media for Consumer Engagement and Safety

Karen Corrigan

Corrigan Partners LLC

@karencorrigan

[email protected]

Patient Experience Begins Long Before You Take My Temperature

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This Changes Everything!

EMR

website Mobile apps

microsites

intranet

Each Social Media Channel is Different

• 800 M users

• 50% active daily

• Connect on average with 80 groups and events

• 106 M users

• 27% active daily

• 67% who follow a brand purchase that brand

• 3 Billion views per day

• 48 hours of video uploaded every minute

• 17M connect YouTube to other SM accounts

• 120 M members

• 1 M new members each week

Source: Platform FAQs

• 1.36 million users daily

• User spends 98 minutes per month

Social Media by the Numbers

US Hospitals on Social Media

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Consumers today no longer have purely offline or online experiences but weave technology through nearly every point of contemplation, purchasing and use of products and services.

Integrating Virtual and Real World Experiences

Patients’ Online World of Searching & Sharing Information

80% of internet users have looked online for information about any of 15 health topics such as a specific disease or treatment. This translates to 59% of all adults.

34% of internet users have read someone else’s commentary or experience about health or medical issues on an online news group, website, or blog.

47% looked for information about a doctor.

16% have consulted online rankings or reviews of doctors or other providers.

30% have health apps on phone.

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Source: Pew Internet and American Life Project

The % of internet users who have looked online for information about

66 Specific disease or medical problem

56 Certain medical treatment or procedure

47 Information about doctors

36 Hospitals or other medical facilities

33 Health insurance

29 Food safety or recalls

24 Drug safety or recalls

22 Environmental health hazards

19 Pregnancy and childbirth

17 Memory loss, dementia or Alzheimer’s

16 Medical test results

14 How to manage chronic pain

12 Long-term care for an elderly or disabled

80 At least one of the above topics

Women and Social Media

90% of moms are online as compared to 76% of women in general

33% of women research products and services online before purchasing

43% follow brands on social sites and most use Facebook to do so

80% of healthcare decisions are made by women

85% of all purchases are made by women

46 million use social sites “several times per day”

57% of social networkers are women

Sources: Edison Research Multimedia Study 2011;

Comcast 2011 Social Report; TNW Social Media ;

Business Insider

Women spend 7.9 hours per month on social sites – 30% more

time than men.

Understanding the Consumer Decision Process

Content starts as a mindset…

produces communication…

which spark conversation…

that culminate in relationships…

that create loyal fans!

Content is Strategy, not just Promotion

Success requires a thorough understanding of how consumers discover, consume and share information on-line; and the role of search and social interaction across the decision cycle.

Mapping Patient Wants and Needs to Content and Channels

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Decision Cycle Provider Goals Keywords Social Topics Content Channels

Awareness • Stimulate demand

Interest • Drive preference

Consideration • Differentiate brand/offer

Trial • Customer acquisition

Retention • Customer satisfaction

Advocacy • Brand commitment

Content Strategy Map ©Corrigan Partners

Patient Needs

• Primary care physician

• Health Information and advice

• Routine screenings

• Convenient care when ill

• Chronic care management

• Self care support

• Caregiving support

CREATE

CURATE

INFLUENCE

Patient Wants

Information

Support

Access

Validation

Transparency

Service

Patient Needs

Medical Care

Resources

Knowledge

Understanding

Quality

Assurance

Diagnosis

Social Support

Medical Record

Treatment

Resources

Monitor Health

Caregiver Support Other

• 52 years old

• Breast cancer

“Fighting breast cancer is a

24/7 job. Treatment doesn’t

just happen in the clinic.”

Building the Integrated Health & Social Eco-System

Building Patient Relationships

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“Patients are coming to

the office better prepared

and more knowledgeable

about their health.”

Seattle Mama Doc – Engaging Patients Daily

“My patients only get 20 minutes with

me each year. It is my ethical obligation

to be online.” Wendy Sue Swanson, MD aka @SeattleMamaDoc

Blogging since 2009

Twitter – 7,472 Followers

Patient Education Channels are Popular

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EMRs and Patient Portals

Apps and More Apps!

• Health information

• Personal health management

• Wellness

• Healthcare

• Access

Up 78% since 2010

Patients are Tweeting about Their Experiences

twitter.com/Scrippshealth

People Learn about Treatments and Where to Go

And Join Support Groups for All Types of Health Needs

Source: Ed Bennett, Mayo Ragan Social Media Conference, October 2011

“Social networks are changing the way many patients are becoming engaged with their own healthcare. I think it is particularly important for patients who struggle with chronic diseases, or patients who are elderly or isolated.

We are seeing an uptick I the number of elderly people who are joining Facebook, and some senior organizations are encouraging it to combat loneliness and isolation.”

Caitlin Y. Lorincz, Global Institute for Emerging Healthcare Practices

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Patients and Families Share the Good Stories

And They Also Share the Bad Ones

Angie’s List

Yelp

Google Places

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Social Media is a Platform for Advocating Change

And for Crisis Communications

Adapted from http://costaricacloseup.com/designstudios/

How Can We Use Social?

• Consumer Marketing

• Customer Engagement

• Provider Engagement

• Patient Care

• Health Management

• Brand Building

Advantages

Providers using social media are able to disseminate accurate, real-time medical information from reliable sources and address misleading claims.

Social media supports a variety of formats to educate patients and the public, including podcasts, videos, industry news, and interviews.

Social media gives providers a means to “humanize” their identities, as well as to share personal insights.

Providers who have an online presence are able to engage patients and prospective patients in a world where they are already actively involved.

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Concerns

Privacy and liability issues

Maintaining appropriate patient-physician boundaries

Separating personal and professional online content

Information vs. personal medical advice

Time and resources

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What Does it Take to Do it Right?

Authenticity

Trust

Relevance

Real-time monitoring

Engagement

Investment in building relationships

Create a Meaningful Experience for Patients

Use multiple digital channels

Leverage the investment in EMRs

Tap into emerging technologies

Personalize the experience

Empower patients to take ownership of their healthcare

Inform

Connect

Engage

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Personalization

CRM

Source: Sentara Healthcare

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