social media in health care: what's working, what's not

37
John Sharp, MSSA, PMP, FHIMSS

Upload: john-sharp

Post on 06-May-2015

7.527 views

Category:

Health & Medicine


2 download

DESCRIPTION

HIMSS 2011 Conference Social Media presentation, Orlando, Florida

TRANSCRIPT

Page 1: Social media in health care: What's Working, What's Not

John Sharp, MSSA, PMP, FHIMSS

Page 2: Social media in health care: What's Working, What's Not

Take Aways

Value of Social Media in Healthcare To block or not to block? Social media policy Risk assessment Hosting social media internally Using social media in IT Monitoring social media Driving innovation

Page 3: Social media in health care: What's Working, What's Not

Value of Social Media

Page 4: Social media in health care: What's Working, What's Not

The Big 4

500 million membersreal time microblogging

140 characters at a timebusiness oriented

network, online resume, groups

video is king, second largest search site

Page 5: Social media in health care: What's Working, What's Not

Social Media Uses in Healthcare Facebook – Profile physicians, Q&A,

links back to website content Twitter – daily wellness tips,

seminars, discoveries LinkedIn – recruitment, professional

community YouTube – content, diseases and

conditions, discoveries, medical specialties, patient stories

Page 6: Social media in health care: What's Working, What's Not

Patient CommunitiesPatientsLikeMe.com

Page 7: Social media in health care: What's Working, What's Not

Communicate during illness:CaringBridge.org

Communicating with family, friends

Page 8: Social media in health care: What's Working, What's Not

To block or not to blockAssessing risksCreating rational policies

Managing Social Media in Your Organization

Page 9: Social media in health care: What's Working, What's Not

Block or Not to Block?

Block Don’t Block

Employees waste time

Streaming video kills bandwidth

Potential leak of PHI Phishing, viruses Proprietary

information leaks No proven ROI

Provides employees with a platform to engage patients, others

GenX expects availability

Educational materials available

Networking with other healthcare providers

Employees access thru smart phones anyway

Page 10: Social media in health care: What's Working, What's Not

Assessing Risks

Use of shortened URLs masks websites linked to – phishing, trojans, etc.

Posting photos of patients – Long Beach, CA, 4/9/2010

Leaking proprietary data – contracts, legal actions, human resource issues

Physicians being contacted by patients Employee complaints Other activities which damage the

brand

Page 11: Social media in health care: What's Working, What's Not

LA Times 8/8/2010

When Facebook goes to the hospital, patients may suffer

Social networking sites can bolster the image of medical facilities, but privacy standards can easily be violated.

“Instead of focusing on treating him, an employee said, St. Mary nurses and other hospital staff did the unthinkable: They snapped photos of the dying man and posted them on Facebook.”

Page 12: Social media in health care: What's Working, What's Not

Risks of Not Participating Your organization is already being

talked about by others on social media

Billing complaints, staff complaints or worse

Competitive position – most hospitals now have a presence

Patients or potential patients want to engage via social media

Page 13: Social media in health care: What's Working, What's Not

What to do?

Clear Social Media Policy Based on Internet Use, Email use,

HIPAA policies Managers, supervisors trained to

enforce Consequences clear

Page 14: Social media in health care: What's Working, What's Not

Employee Social Media Policy Don’t share any information about patients Any selling or soliciting donations must be

approved in advance Make it clear that you are posting your

own opinions and not those of your employer (personal accounts)

Don’t publish confidential or proprietary information

Page 15: Social media in health care: What's Working, What's Not

Social Media Policy (2)

Posting and viewing social media sites should not interfere with your work

Post to social media sites should not contain any product or service endorsements or any content that may construed as political lobbying, solicitations or contributions

Approved Social Media Networkers should stay within the scope of their role in posting on behalf of the organization

Page 16: Social media in health care: What's Working, What's Not

Minimizing Risk

Page 17: Social media in health care: What's Working, What's Not

Minimize Risks

Block or throttle streaming media Virus protection at the desktop Firewall preventing incoming attacks Network secure Employees reminded about viruses,

phishing, identity theft

Page 18: Social media in health care: What's Working, What's Not

Successful Implementation Collaboration with Marketing,

Communications, HR Facebook – customize, include

videos, invite comments LinkedIn – Recruitment – HR focus Twitter – start with press releases,

meeting announcements YouTube – start with existing videos,

consider flip cam for short interviews

Page 19: Social media in health care: What's Working, What's Not

Using Twitter at Conferences Use specific hashtag Assign twitter leads Quote speaker Include photos

– twitpic.comvideos – twitvid.com

Summarize tweets – twitterwall.me

Page 20: Social media in health care: What's Working, What's Not
Page 21: Social media in health care: What's Working, What's Not

Hosting Social Media Internally

Page 22: Social media in health care: What's Working, What's Not

Hosting Social Media Internally

Low cost to entry LAMP or Windows platform Blogs common Wikis on virtual servers External facing – physician blog Internal facing – CEO blog, policy or

reference wiki, social networking Anyone can use or limited by policy Comments open or moderated?

Page 23: Social media in health care: What's Working, What's Not

Using Social Media in IT

Page 24: Social media in health care: What's Working, What's Not

Using Social Media in IT

CIO blog to communicate vision, strategy

Wikis for technical documentation Social Networking for teams to

manage projects Videos for training Staff profiles to identify

unique skills

Page 25: Social media in health care: What's Working, What's Not

CIO Blog

Page 26: Social media in health care: What's Working, What's Not

Monitoring Social Media

Page 27: Social media in health care: What's Working, What's Not

Monitoring Social Media

What are people saying about your organization?

Who is using your social media sites? How does this compare with the

competition? How much traffic is being driven to

your website? In source (Web team) or outsource?

Page 28: Social media in health care: What's Working, What's Not

Monitoring Tools

Twitter search IceRocket.com – blogs, Twitter,

Facebook twazzup.com – updates real time Hootsuite – social media dashboard Klout – rating of social media influence radian6.com – listen, measure, engageMost are free because of open APIs

Page 29: Social media in health care: What's Working, What's Not

Social Media & Website Traffic fewer than 1% of website visits came

from a link to a social media page, according to research released by ForeSee Results.

However, 18% of website visitors said social media content--such as a Tweet or a friend's comment on Facebook--prompted them to stop by the URL

Information Week – 4/8/11

Page 30: Social media in health care: What's Working, What's Not

How to Measure Engagement Retweets Comments, especially positive Mentions Rate of adding new Followers

Thank you to the staff for taking care of my wife this past week.The study of how music and

the human brain interact is to me so fascinating.

April is Occupational Therapy Awareness MonthIs there an occupational therapist who has made a difference in your recovery? Tell us your story.

Page 31: Social media in health care: What's Working, What's Not

Driving Innovation

Page 32: Social media in health care: What's Working, What's Not

Driving Innovation

Hear latest news in Health IT real time Community includes news sources,

CIOs, project managers, organizations, etc.

Opinions in ONC, MU, EMRs Direct Messages allow for quick,

private communications Announcements about new products,

deals CMS Adds Hospital-Acquired Condition Data to Consumer Website - http://bit.ly/gc8ZaB

Verizon, Medfx Successfully Test HIE to Share Data on Diabetics

Page 33: Social media in health care: What's Working, What's Not

Example – ONC on Twitter

Page 34: Social media in health care: What's Working, What's Not

New Social Media Tools 4Square.com – announce location Groupon – online coupons Posterous – new blogging tool Instagram - http://instagr.am/ - photo

journal Trunk.ly – bookmarking solution Quora – ask questions, find answers Paper.li – read Facebook and twitter

like a newspaper Yammer – private facebook for your

organization

Page 35: Social media in health care: What's Working, What's Not

Take Aways

Social Media Value To block or not to block? Social media policy Risk assessment Hosting social media internally Using social media in IT Monitoring social media Driving innovation

Page 36: Social media in health care: What's Working, What's Not

Quick References Ed Bennett’s list of hospitals on Social Media

ebennett.org/hsnl/ Social Media Policies -

http://socialmediagovernance.com/policies.php

Mayo Clinic Center for Social Mediasocialmedia.mayoclinic.org

#hcsm – tag for Health Care Social Media TweetDeck.com – monitor multiple tags at

once HIMSS Facebook -

www.facebook.com/HIMSSpage

Page 37: Social media in health care: What's Working, What's Not

My Social Media Profile

Linkedin.com/in/JohnSharp Twitter - @JohnSharp Blog – ehealth.johnwsharp.com EMR Daily - http://paper.li/tag/EMR