Social Media in Health Care peoria 2010

Social Media in Health Care

Christian Sinclair, MD, FAAHPMKansas City Hospice & Palliative Care

Disclaimer

• Founding partner in KLX Media, LLC– Social media consulting for health care and other

businesses

Breakout Objectives

• Identify the various forms of social media available

• Understand from case examples the impact of social media in health care related issues

• Review risks and benefits from participating in social media

What is Social Media?

• It’s a conversation, not a lecture• It’s an extension of everyday interaction• It’s group driven, not top-down • It’s messy, disorganized & hard to control• It’s a tool, not an end-point• It’s where our customers spend their time

http://ebennett.org/fall-09-presentation/

To find something comparable, you have to go back500 years to the printing press, the birth of mass media –

which, incidentally, is what really destroyed the old world of kings and aristocracies. Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking

control.”

“– Rupert Murdoch

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Case Examples

• Pallimed• Palliative Medicine related blogs• Morphine concentrated liquid and the FDA• Twitter & AAHPM medical conference• Help Us Improve Kings

Pallimed

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ReadAbout Palliative CareAlive Hospice BlogBioethics Discussion BlogCancerDocCenter for Practical Bioethics BlogConfessions of a Young (Looking) Social WorkerDeath Club for CutiesDNR/DNIDoctor FisherGeriPalGoodbyesGrief HealingHospice and Nursing Homes BlogHospice DoctorHospice Foundation of AmericaHospice PhysicianLarry Beresford (@GrowthHouse)Les Morgan @ GrowthHouseLife as a Hospice Patient

Medical FutilityNHPCO UpdaterOnco-PRN (Oncology Pharmacist Resource Network)Pain Treatment TopicsPalliative Care Grand RoundsPalliative Care SuccessPallimedPallimed: Arts & HumanitiesPallimed: Case ConferencesReflectionsRevival Design (@GrowthHouse)Risa's PiecesSt. Christopher's BlogTexas HospiceThe Checkout LineThe Good DeathTranscend Hospice MarketingTwo Women Blogging

List By: Christian Sinclair, MD from Pallimed

First mention on Twitter

Re-tweeted in one hour

Re-tweeted again in few minutes

Tweet

Twitter as Search Engine

Twitter for Education

Twitter for Education

• AAHPM/HPNA 2010 Conference in Boston– 2,500 attendees– 834 Tweets from 92 people– Mostly educational

• ACC 2010 Conference– 29,000 attendees– 1,143 Tweets from 201 people– Mostly commercial

Twitter for Public Health

Twitter for Public Health

How It Happened…

Part 2

Source – Ed Bennett

Service RecoveryScripps Health

twitter.com/Scrippshealth

• Monitors Social Networks for the Scripps name

• Steps in to help & resolve problems

• Typical customer response – Surprise, amazement

Source: Ed Bennett

Real-time EducationAurora Health Care

• Bilateral knee replacement surgery

• In the first wave of Live OR Twitter events

• Advance marketing built viewership from 900 to 2,000 followers in one week

• Tracked 20 consultations tied to the event, that resulted in 14 procedures

• Local / National press coverage

twitter.com/Aurora_Health

“Had this done about 2 years ago but I know I will learn more today being awake”

“I heard about this on GMA this morning and got excited”

Hospital Use of Social Media

• 3500 US Hospitals• Using Social Media:– 660 Hospitals total (April 2010)

- 308 YouTube channels- 458 Facebook pages- 507 Twitter accounts- 85 Blogs

Hospital List Update for April 2010 - Ed Bennett

Adapted from Ed Bennett

How Are Hospitals Using Social Media?

Customer Service Another contact point for our customers

Community Outreach The people in our physical community are on these sites

EducationA natural extension of our efforts to reach & teach

Public Relations The media is there looking for stories & sources

Crisis Communications Take control of the message, and keep community updated in real-time

RecruitmentLinkedIn, Facebook and other tools are used to recruit Clinical and Administrative staff

Brand MonitoringPeople are talking about us - What are they saying?

Service RecoveryStep in to offer solutions / change attitudes

Risks

• Privacy– Staff– Patient

• Starting and not keeping up• Getting the wrong message/info out• What if you don’t participate

Social Media Tools to Know

• 1st Tier– Facebook– YouTube– Twitter– Wikipedia– Blogs

• 2nd Tier– LinkedIn– Slideshare– Yelp– Foursquare– Delicious– Digg– Yammer– Flickr– Ustream

Understanding Social Media

• Pick two tools • Use and explore every two days• For at least two weeks

Implementing Social Media

• Begin only what you can reasonably update– Dead accounts are a drag on your brand

• Find social media champions– Make them ambassadors

• Talk with management and legal• Repurpose already made content• Respond to current events

Summary

• You are already involved with social media• Use tools to understand usefulness• Conversations are happening– How are you involved

• Security and privacy risks can be mitigated• This is just the beginning

Resources

• Ed Bennett (Univ Md)- http://ebennett.org/• Lee Aase (Mayo)– SMUG (35 SocMed Thesis)• Twitter – Follow #hcsm TweetChats• Twitter – Follow @ctsinclair• Pallimed – www.pallimed.org