healthcare social media and digital health: how to effectively connect, communicate, and...

Greenway Health ENGAGE 2015 | GreenPC & GOBUG User Group Meeting

Healthcare Social Media and Digital Health

how to effectively connect, communicate, and

collaborate to make a positive impact

Vandna Jerath, MD, FACOG August 30, 2015

#HCSM #HIT #EHR #GreenwayENGAGE

#digitalhealth

optimawomenshealthcare.com | @optimawhc

drjerath.com | @drjerath

optimavitalitymd.com | @optimavitality

#HCSM

#HIT

#EHR

#GreenwayENGAGE

#DigitalHealth

General Info

Greenway Health ENGAGE | Green PC & GOBUG User Group Meeting | 8/30/2015

Greenway Health ENGAGE 2015 | GreenPC & GOBUG User Group Meeting | 8/30/2015

Vandna Jerath, MD

Ob/ Gyn physician, FACOG - Board-Certified

Private practice - 17 years

Optima Women’s Healthcare

Full scope obstetrics & gynecology

Optima Vitality MD

Wellness practice

Enjoy education and community outreach

Promote patient education, engagement, and empowerment

Personalized medicine

Disclosure – no affiliations

Local social media expert , pioneer, and resource – well-established in Colorado

Active user , passionate advocate, interest in digital health

Presentations/Consulting

Medical societies, hospitals, 4corners MGMA, Colorado ACOG, colleagues, practice managers, case studies

Websites

Drjerath.com

Optimawomenshealthcare.com

Optimavitalitymd.com


Objectives

Discuss healthcare social media, the variety of platforms, and why it is so important

Discuss how social media impacts healthcare and digital health and how to benefit from social networking.

Discuss how to grow a practice and promote other healthcare objectives via word of mouse.


Social Media Revolution

Photos: stock photos from Dollar Photo Club


What is Social Media?

A cocktail party or networking event

Microblogging or “small talk”

Collaborative online networking and communication

Starting a conversation

Developing a relationship

Maintaining communication

60-90% people use internet for health related information

Usage

Personal vs professional

Here to stay – NOT A TREND

Strong growth and future

Time to get on board


Why use #HCSM?

Networking

Connect

Communicate

Collaborate

My practice philosophy

Be educated

Be engaged

Be empowered

Who?

Community

Colleagues

Healthcare Providers

Patients

Anyone & Everyone


Inspiration

“Profits are like oxygen. You need it to survive, but ultimately what matters is passion, growth, and a higher purpose.” @zappos – Tony Hsieh, CEO

http://blogs.zappos.com/blogs/ceo-and-coo-blog/2009/01/25/how-twitter-can-make-you-a-better-and-happier-person “Transparency & Values: Twitter constantly reminds me of who I

want to be, and what I want Zappos to stand for” “Reframing Reality: Twitter encourages me to search for ways to

view reality in a funnier and/or more positive way” “Helping Others: Twitter makes me think about how to make a

positive impact on other people’s lives” “Gratitude: Twitter helps me notice and appreciate the little

things in life”

http://blogs.zappos.com/blogs/ceo-and-coo-blog/2009/01/25/how-twitter-can-make-you-a-better-and-happier-person

























#HCSM

#HIT

#EHR

#GreenwayENGAGE

#DigitalHealth

Social Media and Internet Statistics



Digital Statistics

Source & Image : Digital Statshot by Simon Kemp on http://wearesocial.net/tag/statshot/

http://wearesocial.net/tag/statshot/


Evolution of Social Media

Source and Infographic: http://www.mediavisioninteractive.com/blog/social-media/evolution-social-media/

http://www.mediavisioninteractive.com/blog/social-media/evolution-social-media/









Evolution of Social Media

Source and Infographic: http://www.mediavisioninteractive.com/blog/social-media/evolution-social-media/











Growth and Reach of Social Media

To reach 50 million users

Radio - 38 years

TV - 13 years

Internet - 4 years

Facebook – less than 6 months

Source: Douglas Idugboe at http://Smedio.com

http://smedio.com/


Growth and Reach of Social Media

Social Media Now Facebook - 1.49 billion users Twitter - 1 billion users ( 316 million active) Linked In - 380 million users YouTube – 1 billion users Google+ - 300 million users Pinterest – 72.8 million users Instagram – 300 million users Blogs - 273 million Other - My Space, Flickr, Yelp, Yammer, Snapchat, Vine,

Vimeo, Periscope, Meerkat, Tumblr, Reddit Medical – Sermo, Doximity, Doctors Hangout, Share

Practice

Source: Social Media Sites directly, statista.com, & expandedramblings.com


A Day In the Internet

Infographic

Demonstrates the power and reach of the internet

Source: MBAonline.com

http://www.adweek.com/socialtimes/files/2012/03/internet-day.jpg?red=at






http://www.mbaonline.com/a-day-in-the-internet/


Hospital Usage

U.S. Hospitals that use Social Networking tools 1,576 Hospitals total 718 YouTube Channels 1302 Facebook pages 1009 Twitter Accounts 653 LinkedIn Accounts 1080 Four Square 212 Blogs

6,550 Hospital Social Networking Sites

Source: Ed Bennett, University of Maryland Medical System

Source: http://socialmedia.mayoclinic.org/hcsml-grid/

http://socialmedia.mayoclinic.org/hcsml-grid/



#HCSM

#HIT

#EHR

#GreenwayENGAGE

#DigitalHealth

Healthcare Social Media Tips



Types of Social Media

Facebook

Twitter

Linked In

YouTube

Google +

Pinterest

Instagram

Four Square

My Space

Flickr

Tumblr

Yelp

Yammer

Reddit

Blogs

Vine

Vimeo

Periscope

Meerkat

Website

Slide Share

Medical Sermo

Doximity

Share Practice

Doctors Hangout


Why Use Social Media? My Top 10 Reasons

Patient education, engagement, and empowerment Branding Marketing/Growth Community outreach Transparency/Credibility Patient loyalty and satisfaction Self-education and professional learning Networking/Messaging Direct Access – physician and patients Innovation/Interaction


My Social Media Usage

Facebook Facebook.com/drjerath

Facebook.com/optimawhc

Twitter Twitter.com/drjerath

Twitter.com/optimawhc

Twitter.com/optimavitality

YouTube Youtube.com/doctorjerath

Linked In Linkedin.com/in/drjerath

Linkedin.com/company/optima-women's-healthcare

Google + Goggle.com/+drjerathMD

Google.cm/+OptimaWomensHealthcareParker

Pinterest Pinterest.com/drjerath

Pinterest.com/optimawhc

Pinterest.com/optimavitality

Instagram Instagram.com/drjerath

Instagram.com/optimawhc

Vine Vine.co/drjerath

Slide Share Slideshare.net/VandnaJerathMD

Blog Drjerath.com

Website Optimawomenshealthcare.com

Optimavitalitymd.com

http://drjerath.com/

http://facebook.com/drjerath

http://twitter.com/drjerath

http://gplus.to/drjerath

http://linkedin.com/in/drjerath

http://facebook.com/optimawhc

http://twitter.com/optimawhc

http://gplus.to/optimawhc

http://youtube.com/doctorjerath

http://optimawomenshealthcare.com/

http://pinterest.com/drjerath

http://pinterest.com/optimawhc


My Content & Tips

Women’s health My ob/gyn practice Baby photos (with patient

consent)

Pregnancy tips Medical issue in the news General medicine New service lines New clinical procedures Healthcare reform

Health awareness promotion

Trivia – OptimaWHC Healthe-Challenge

Polls Contests Sports Politics World news Fashion


Facebook Tips for Doctors’ Offices and Medical Practices Be a source of health tips or medical news

Answer a medical question in general terms, suggest an appointment

Answer common questions coming in to the office

Answer a patient billing complaint

Always thank patients for endorsements (it encourages more)

Show benefits and answer questions about a therapy

Show a specific expertise

Show a new or improved piece of technology

Show an educational video

Introduce or recognize doctors and staff

Show some personality of your office

Offer an educational or inspirational contest on Facebook

Ask a question with Facebook’s polling function

Make a seasonal or short-time offer

Promote your patient portal or blog

Show community spirit — let your page be a neighborhood bulletin board

Source: Jeff B. Copeland 12/2011


My Costs & Investment

FREE? Time is money

Time investment Full-time ob/gyn, patients come first 3 months solid to get started Maintenance 1-2 hours/week

Minimal website and blog hosting fee < $20/month

Marketing Most practices 5-10% of revenue I spend < $1000/year


My Success One of the first physicians locally with extensive social

media involvement

Over 10000 social media connections

New physician in new market/community

Marketing and growth opportunity

New patients

Building practice I desire

Creating a brand and credibility

Develop and maintain loyalty

Provide transparency

Patient and community outreach and education

Ability to be a resource

Patient interaction and word of mouse

Direct physician access

Positive image

Exponential growth

Increased online visibility

Higher SEO

Network with other colleagues

Collaboration

New opportunities

Considered a local #hcsm expert and pioneer

Writing articles, interviews, blogs, presentations, consulting

Staff involvement

FUN and FULFILLING


My ROI

15%

10%

30%

45%

Patient Referral Sources

COG Patients

Print/Other

Referrals

Social Media

#HCSM

#HIT

#EHR

#GreenwayENGAGE

#DigitalHealth

My Positive

Experience & Exposure



Media Coverage

Doctor heads to social media to find patients

9News Video

Profile story by Cheryl Preheim

November 4, 2011

http://on9news.tv/sjozH2

http://on9news.tv/sjozH2


Greenway Health

Engaging customers, vendors, partners, and patients

Client testimonials, case studies, and showcasing events that can all be shared on social media

Providing education, updates, and new innovation

Building partnerships

Photos: courtesy of Greenway Health


Facebook.com/greenwayhealth

Photos: courtesy of Greenway Health


Greenwayhealth.com

Photos and Information : courtesy of

Greenway Health


MedPageTODAY – Yelp Phenomenon

MedPageTODAY article by Molly Walker Source: http://www.medpagetoday.com/PublicHealthPolicy/GeneralProfessionalIssues/47640

http://www.medpagetoday.com/PublicHealthPolicy/GeneralProfessionalIssues/47640


MedPage TODAY – Yelp Phenomenon

MedPageTODAY article by Molly Walker Source: http://www.medpagetoday.com/PublicHealthPolicy/GeneralProfessionalIssues/47640

http://www.medpagetoday.com/PublicHealthPolicy/GeneralProfessionalIssues/47640


MedPage TODAY – Dr. Google

Source: MedPageTODAY article by Molly Walker http://www.medpagetoday.com/PracticeManagement/InformationTechnology/50022

http://www.medpagetoday.com/PracticeManagement/InformationTechnology/50022


Doctors and Social Media: should the two mix?

Source: http://www.examiner.com/article/doctors-and-social-media-should-the-two-mix

http://www.examiner.com/article/doctors-and-social-media-should-the-two-mix
















Doctors and Social Media: should the two mix? Another local doctor that tweets frequently is Dr. Vandna Jerath, MD of Optima

Women's Healthcare. She tweets both about what's going on in the women's health field locally and on a more global scale, showing that she keeps up-to-date with current medical knowledge. She also engages people on a personal level, whether they are patients or not. For example, awhile back a rather touchy, and often considered controversial, subject came up. When differing points of view were presented, she didn't attack or say anything resembling "I'm a doctor so what I say is the only thing that matters," like many doctors I have encountered. She addressed each point of view from an honest perspective and even acknowledged that, in some cases, what is right for one family may not be right for another. I admit that I was very impressed by this.

I'm not a patient of either of these doctors but I follow them, regardless, as the information that they share can be helpful, especially in the case of Dr. Jerath.

Source: http://www.examiner.com/article/doctors-and-social-media-should-the-two-mix

http://twitter.com/DrJerath

















Facebook Tips for Doctors’ Offices and Medical Practices

Source: Jeff B. Copeland 12/2011


Physician Social Media Users Say ROI is Real

Source: http://www.fiercepracticemanagement.com/story/physician-social-media-users-say-roi-real/2011-11-09#ixzz1dEhSzw9S

http://www.fiercepracticemanagement.com/story/physician-social-media-users-say-roi-real/2011-11-09

















#HCSM

#HIT

#EHR

#GreenwayENGAGE

#DigitalHealth

Healthcare Social Media Do’s & Don’ts



Getting Started & Simple Steps

Getting started Do not be overwhelmed

Can be done on your own

Inexpensive

Investment of time

Use local resources

Social Media course

Professional internet, SEO, marketing companies

Read blogs and advice on the internet

Try it, experiment and learn

Keep learning

Work in progress

Have fun – it is NOT a chore

Simple Steps Set-up Google alert

Set-up Google analytics

Setup Google + page

Use hashtags (#HCSM, #HIT, #EHR , #ENGAGE15, #digitalhealth)

Set-up website

Identify who can manage your social media

Have a social media policy

Encourage the physicians to participate

Start with a Facebook practice page and tell your patients

Expand from there

Rotate content on your sites

Engage your audience


Advertise your Social Media

Business Cards

Marketing

Tell patients

Newsletters

Emails

Postcards

Brochures

Patient Portal

Flyers

Encourage participation

Encourage staff

Create engagement and interaction


Email Signature


Brochure


Your Concerns

HIPAA compliance

Patient interaction

Patient consent – Sample form by Michelle Harden, ESQ of Messner & Reeves

Email: [email protected]

Boundaries

Medical Advice

Ethical Standards

Time consumption

Management of social media

Getting started

ROI

Online reviews

Reputation management

mailto:[email protected]


Sample Consent Form


My Top 10 Tips

Be yourself and be personable Share, share, and share Keep professional and ethical boundaries (maintain HIPAA) Know why you are doing this and what your goals are Know your audience Engage your fans, patients, followers, supporters, & friends Be a resource, leader, and expert Listen, ask, acknowledge, and respond (don’t be self-

absorbed) – keep learning Keep branding and marketing ALWAYS stay positive


Social Media Do’s & Don’ts From ACOG

Do’s

Always maintain your professionalism

Be careful with humor and political opinions

Speak in lay terms patients and consumers will understand

Ask your employer and/or hospital if it has social media guidelines you must follow

Consider creating a social media policy for your practice

Ask your professional liability carrier if it has social media coverage or guidelines

Source: http://www.acog.org/-/media/ACOG-Today/acogToday201211.pdf

http://www.acog.org/-/media/ACOG-Today/acogToday201211.pdf






Social Media Do’s & Don’ts From ACOG

Don’ts Don’t discus patients online, even in general terms

Don’t give medical advice (2/2015 committee opinion says medical information ok)

Don’t post photos of patients or babies (debatable – obtain permission/consent, not mentioned in 2/2015 committee opinion)

Don’t post anything you don’t want the entire world to read. Everything you do and say online is public.

Don’t “friend” your patients on Facebook. If you have a personal Facebook page, consider creating a separate professional one. (left at physician discretion in 2/2015 committee opinion)

Don’t spend too much time directly promoting your practice. Social media is about having a conversation, so limit self-serving practice promotions such as “We have 4-D fetal ultrasound at our downtown location!”

Source: http://www.acog.org/-/media/ACOG-Today/acogToday201211.pdf http://www.acog.org/Resources-And-Publications/Committee-Opinions/Committee-on-Professional-Liability/Professional-Use-of-Digital-and-Social-Media






http://www.acog.org/Resources-And-Publications/Committee-Opinions/Committee-on-Professional-Liability/Professional-Use-of-Digital-and-Social-Media


























Social Media 101

Cheat sheets and general info HubSpot.com

Marketo.com

SocialMediaExaminer.com

MariSmith.com

Mashable.com

Provide email address to download resources

Cover Photo Sizes (2015) Facebook: 851 px wide x 315 px tall

Twitter: 1,500 px wide by 500 px tall

LinkedIn: 646 px wide x 220 px tall

Google+: 2,120 px wide x 1,192 px tall

YouTube: 2,560 px wide x 1,440 px tall Desktop Banner: 2,560 px wide x 473 px tall

Source and Photo: http://blog.hubspot.com/marketing/social-media-cover-photo-sizing-cheat-sheet

http://blog.hubspot.com/marketing/social-media-cover-photo-sizing-cheat-sheet













#HCSM

#HIT

#EHR

#GreenwayENGAGE

#DigitalHealth

Impact on Healthcare and Digital Health



Mayo Clinic – MCCSM & SMHN

“At Mayo, we believe individuals have the right and responsibility to advocate for their own health, and it's our responsibility to help them use social networking tools to get the best information, and connect with providers as well as one another.”

Mayo Clinic Center for Social Media (MCCSM)

Social Media Health Network (SMHN)


Digital Health – What is it?

“Digital Health is the collaborative integration of disparate technologies into Healthcare to prevent, diagnose, treat, and manage diseases and to encourage, measure, track, and support wellness. It is – above all – about people, not things.” –Phil Baumann

Source & Photo: http://healthissocial.com/digital-health/the-definition-of-digital-health/

http://healthissocial.com/digital-health/the-definition-of-digital-health/












Digital Health - Definition

“Digital health is the convergence of the digital and genomic revolutions with health, healthcare, living, and society. Digital health is empowering people to better track, manage, and improve their own and their family’s health, live better, more productive lives, and improve society. It’s also helping to reduce inefficiencies in healthcare delivery, improve access, reduce costs, increase quality, and make medicine more personalized and precise”. – Paul Sonnier

Source: http://storyofdigitalhealth.com/definition/

http://storyofdigitalhealth.com/definition/


Educated, Engaged, & Empowered

“Blockbuster Drug Of The Century – An Engaged Patient” --Leonard Kish “Healthcare must be built on a foundation of Health IT-supported care

coordination and patient engagement, there is no other way to consistently and quickly scale improvements and care, and to accelerate the overall learning of the health care system.” --Leonard Kish

“By empowering individuals to engage in their own health, we can build a preventive care system in America.” --Elizabeth Holmes

“Digital and social media are not only acceptable for the modern practicing physician, but have become necessary elements for relating to patients and practicing medicine. Knowing how to monitor your digital presence and practicing low-risk behavior will substantially assist you in limiting your professional online exposure to liability. “ --ACOG committee opinion 2/2015

Source: http://www.hl7standards.com/blog/2012/08/28/drug-of-the-century/

https://theranos.com/ http://www.acog.org/Resources-And-Publications/Committee-Opinions/Committee-on-Professional-Liability/Professional-Use-of-Digital-and-Social-Media

http://www.hl7standards.com/blog/2012/08/28/drug-of-the-century/







https://theranos.com/



























Celebrity Power

Angelina Jolie and genetic testing for hereditary breast and ovarian cancers with BRCA 1 & 2 and CA-125.

Source: http://www.nytimes.com/2013/05/14/opinion/my-medical-choice.html http://www.nytimes.com/2015/03/24/opinion/angelina-jolie-pitt-diary-of-a-surgery.html?_r=0 http://time.com/3450368/the-angelina-effect/

http://www.nytimes.com/2013/05/14/opinion/my-medical-choice.html





http://www.nytimes.com/2015/03/24/opinion/angelina-jolie-pitt-diary-of-a-surgery.html?_r=0













http://time.com/3450368/the-angelina-effect/






Celebrity Power

FDA Admonishes Diclegis & Kim Kardashian for Instagram post Source:

http://www.forbes.com/sites/davidkroll/2015/08/11/fda-spanks-drug-maker-over-kim-kardashian-instagram-endorsement/ http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/EnforcementActivitiesbyFDA/WarningLettersandNoticeofViolationLetterstoPharmaceuticalCompanies/UCM457961.pdf

http://www.forbes.com/sites/davidkroll/2015/08/11/fda-spanks-drug-maker-over-kim-kardashian-instagram-endorsement/


















http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/EnforcementActivitiesbyFDA/WarningLettersandNoticeofViolationLetterstoPharmaceuticalCompanies/UCM457961.pdf





Be a #HCSM Celebrity

Share your healthcare expertise and voice

Be a #HCSM influencer

Don’t fear social media – it is for the greater good

Lots of healthcare providers and physicians on social media making a difference in digital health.

No comprehensive list.


Positive #HCSM Physician Influencers

A few examples and some of my favorites @kevinmd – Kevin Pho, MD

@atul_gawande – Atul Gawande, MD

@erictopol – Eric Topol, MD

@drseisenberg – Steven Eisenberg, MD

@seattlemamadoc – Wendy Sue Swanson, MD

@drromila – Romila Mustaq, MD

@healthcarewen – Wen Dombrowski, MD

@doctor_v – Bryan Vartabedian, MD

@drjengunter – Jennifer Gunter, MD

@drmikesevilla – Mike Sevilla, MD

@drves – Ves Dimov, MD

@bob_wachter – Bob Wachter, MD

@endogoddess – Jen Dyer, MD

@hjluks – Howard Luks, MD

@drleanawen – Leana Wen, MD

@hrana – Hisham Rana, MD

@glevin1 (+GaryLevin) – Gary Levin, MD


Positive Digital Health Influencers

Nonphysician examples @ahier – Brian Ahier

@epatientdave – Dave deBronkart

@susannahfox – Susannah Fox

@paulsonnier - Paul Sonnier

@johnnosta – John Nosta

@halletecco – Halle Tecco

@healthythinker – Jane Sarasohn-Kahn

@leonardkish – Leonard Kish

@danamlewis – Dana Lewis

@nicolaziady – Nicola Ziady

@healthissocial – Phil Baumann

@internetmeds – John Bennett


Digital Health Examples

EHR companies Our favorite – Greenway Health

Greenway Marketplace

Engagement/Interaction ZocDoc

iTriage

Patient portals

Wearable technology Apple Watch

FitBit

Google Glass

Smart phones

Apps

BP monitoring/EKG/diabetes testing

Blood testing Theranos

Genetics/Genome testing 23 & me – ancestry DNA testing

Personalized medicine Drug tolerance

Gene testing

Public health information Text4Baby

Glucose/Insulin monitoring

Telemedicine

Photo: stock photo from Dollar Photo Club


Digital Health Unicorns

@halletecco posted on twitter 8/25/2015

Missing EHR company?


Future of HCSM & Digital Health

More physician involvement

More hospital involvement

More patient interaction and communication

Patient clinical feedback (e.g. BP & glc monitoring) & group patient education

More collaborative networking (healthcare providers & patients)

Telemedicine

E-Patient engagement

Medical and healthcare apps

Direct healthcare and medical advice

Medical news

Medical surveys

Medical marketing

Referrals

Emergency and disaster information

Public health information

Genome testing

Personalized medicine

Patient empowerment

http://philbaumann.com/2009/01/16/140-health-care-uses-for-twitter/













#HCSM

#HIT

#EHR

#GreenwayENGAGE

#DigitalHealth

Resources



Professional Resources

ACOG

ACOG Committee Opinion (Feb 2015): Professional Use of Digital and Social Media


Social Media Guide (Nov 2012)

http://www.acog.org/~/media/ACOG%20Today/acogToday201211.pdf

Social Media Professionalism Video

http://www.youtube.com/watch?v=3N8A5LMlego

Social Media Blog Article

http://acogpresident.org/?tag=social-media-professionalism

CDC

http://www.cdc.gov/healthcommunication/ToolsTemplates/SocialMediaToolkit_BM.pdf

AMA

http://www.ama-assn.org/ama/pub/meeting/professionalism-social-media.shtml

Mayo Clinic

http://socialmedia.mayoclinic.org/learning/social-media-residency

Bringing the Social Media Revolution to Healthcare - Book

FSMB

http://fsmb.org/pdf/pub-social-media-guidelines.pdf


























http://www.acog.org/~/media/ACOG Today/acogToday201211.pdf

http://www.youtube.com/watch?v=3N8A5LMlego






http://www.cdc.gov/healthcommunication/ToolsTemplates/SocialMediaToolkit_BM.pdf





















My Favorite Resources

Socialmedia.mayoclinic.org Smedio.com Socialmediaexaminer.com Blog.Hubspot.com Marketo.com Healthissocial.com Business.twitter.com Facebook.com/business

KimGarst.com Mashable.com MariSmith.com Chrisbrogan.com Problogger.net Copyblogger.com Kevinmd.com Canva.com


Contact Information

Vandna Jerath, MD Optima Women’s Healthcare

Optima Vitality MD

Sierra Medical Office Building

Parker Adventist Hospital Campus

9399 Crown Crest Blvd, Suite 450

Parker, CO 80138

303.805.1807 P | 303.595.5390 F

optimawomenshealthcare.com

optimavitalitymd.com

drjerath.com

Email - [email protected]

Presentation - http://www.slideshare.net/VandnaJerathMD

mailto:[email protected]

http://www.slideshare.net/VandnaJerathMD