Get Your Head in the Game!Understanding Healthcare Consumer Use of Social Media in Reshaping HIM Perspectives

Social Networking Applied to HealthcareErin Maney

Educational Consultant & Instructional DesignerMonroe Community College

Evolution of Social Media

Melding of User Generated Content and Web 2.0 for information

aggregation and dissemination

1978• Bulletin Board System concept to inform friends of

meetings, make announcements, and share information

1993• Mosaic browser developed by University of Illinois Urbana-

Champaign birthing webpages and web accessibility

1994• Information Superhighway – Internet (WWW) faces criticism

as media source

1995• The World Wide Web reports 1 million active websites

1998• Social media unites friends via social network platforms and

blogging boom takes off

2003• Second Life launches concept of virtual worlds

2004• Social Bookmarking concept introduced

2007• iPhone released – social networks go mobile

2009• Twitter breaks story about plane landing in Hudson

River

2010• Internet cited as primary way Americans get news

(personalized news feeds)

2011

Year in Review

550 million

people on Facebook33 billion tweets sent each day

12,233 tweets per second during the Super Bowl

2 billion video views on YouTube 90 million professional LinkedIn users

1988: Internet Relay Chat

Real-time status updates use

system of hashtags (#) and

@symbolsUsed to keep

tabs on Gulf War

1992: World Wide WebReleased to

public

1997: AOL Instant

Messenger Allowed users to

create buddy lists and share

files

2002: FriendsterAllowed users to

create and maintain

contacts, and share online content and

media

2003: MySpace and LinkedIn

Use of bulletin posts, share group pages, and manage professional

networks

SOCIAL NETWORKS EVOLVE

2004: Flickr and FacebookPhoto-sharing,

“friending”, melding

features into one platform

2005: Bebo, Ning and YouTube

Personal blog pages,

community websites, video

upload and sharing site

2006: TwitterShare status

updates, tagging

2009: FoursquareUsers can

check in to various

locations, competitive

award system

2011: Google+ and Pinterest

Circles of friends, content curation

So what exactly is Social Media?

Purpose Determines Medium

Social Networking

• Google+• LinkedIn• Facebook

Social Bookmarking• Digg• Diigo• Delicious• RSS

Social Commentary

• Twitter• Facebook• Blog

Social Content Sharing• SlideShare• Google Docs (Drive)• Prezi• Preezo

Are you an active participant in the Digital Era?

Levels of Social Media

integration vary to meet the

changing needs within an

organization

One example of a corporate virtual world (IBM) used for project collaboration, new employee orientation, presentations and training

(“what-if” scenarios).

Forterra Systems uses virtual-world software to train nurses and emergency response professionals.

Social Media Landscape

in Healthcare

How are Patients Using Social Media?2011-12 Patient Usage Survey

Why (and How to) Use Social Media in Healthcare? 2012 Study of US Hospitals

Health is Happening on Major Social Networks

Have used social media to find health-related consumer reviews (i.e. of treatments, procedures, or physicians)

40% Are using YouTube, Facebook and Twitter to find medical information, research and share their symptoms, and offer opinions about doctors, treatments, drugs, and health plans

1/3

Have publicly posted about their health or healthcare experience

1:4

PwC Health Research Institute survey, 2012

Interactive Consumer Survey Results, 2011

Patient Engagement

CaringBridge.org

Connect families through health and

healing journeys

Patient PortalsCustom patient profiles

Access test results, request prescription

renewals, review recent visits, request appointments

Communicate non-urgent concerns to

healthcare teamAlso available via

mobile app

Knowledge Base/Self-Diagnosis Tools

Aggregated FAQ database with content

contributed by healthcare professionalsSearchable by patients

for non-urgent concerns and common questions

In 2012, the University of Maryland Medical Center (UMMC) conducted a study of 1,229 hospitals in the U.S. inquiring about their use of social media …

have Facebook Pages

are on Foursquare

have Twitter accounts

have a YouTube channel

use blogs

1,068

946

814

575

149

Purposeful Engagement via Web 2.0

Pages allow for photo sharing,

reference material postings,

testimonials, feedback from

clients, organized events, and much

more …

Short updates (140 characters)

regarding hours and closings, advice

and tips, share articles and

resource links, highlight activities, promote events …

Create videos to educate patients:

welcome message, who we are, meet

the physicians, what you should

know before a procedure, virtual tours

Regulations and privacy concerns still limit how patients and healthcare providers use social media.

Purposeful Engagement via Blogs

Collaborative learning and

sharing spaces, staff profiles

and organization strategic plan

(mission/vision)

Learning and/or research

communities

Discussion forums

Scenario-based collaboration,

sharing resources, reference material, podcasts

54% of patients (of 1,060 surveyed) are comfortable with providers seeking advice from an online community (blog) to better treat their conditions (connections/networking)

“Engage and Educate” – do not use social media to diagnose.

Leverage social media to share information that is useful and timely. Embrace the collaborative spirit of social media as a means to unite staff, volunteers, patients, and other stakeholders.

Key PointsSocial media is part of our culture. You need to learn about it and learn how you can use it to make connections, improve patient experience, and garner media coverage to attract new patients and staff.

Open Discussion

How are you currently using social media?

How can social media be used for outreach within your organization?

What value can social networking add to your organization?

Of what value is social networking to you personally and/or professionally?

Thank you!

Visit SlideShare for a copy of this presentationhttp://www.slideshare.net/ebmaney

Referenceshttp://socialmediatoday.com/node/545540 http://sproutsocial.com/insights/2012/08/healthcare-social-media-2/http://blog.healthecareers.com/blog/careers-in-healthcare/why-medical-professionals-are-using-social-mediahttp://www.healthcareitnews.com/infographic/infographic-how-healthcare-professionals-use-social-mediahttp://www.fortherecordmag.com/archives/110711p10.shtmlhttp://openmediart.com/log/pics/sdarticle.pdf

http://network.socialmedia.mayoclinic.org/hcsml-grid/http://www.pwc.com/us/en/health-industries/publications/top-health-industry-issues-of-2012.jhtmlwww.caringbridge.org/https://mychart.urmc.rochester.edu/MyChart/http://itunes.apple.com/us/app/mychart/id382952264?mt=8http://www.stanthonysmedcenter.com/information_health/triage.asphttps://www.facebook.com/StJosephsHospitalhttps://foursquare.com/v/mercy-hospital-of-buffalo/4bae20d3f964a52096873be3http://twitter.com/StJudehttp://www.youtube.com/user/dukemedicinehttp://sharing.mayoclinic.org/https://www.facebook.com/ThompsonHealthhttps://twitter.com/AmerMedicalAssnhttp://www.youtube.com/watch?v=zCCD52Pty4A&list=PL7C0D460B0AB85735&index=2&feature=plcphttp://www.nlm.nih.gov/medlineplus/videosandcooltools.htmlhttp://www.renown.org/virtualtourshttp://scienceroll.com/medicine-20/http://talk-diabetes.org/http://www.docnotes.net/http://www.nlm.nih.gov/medlineplus/podcast/podcast082012.mp3

Examples