1. SOCIAL MEDIA IN HEALTH CARE Alexandra Leaden 04. 23. 2013

2. CAN I SEE A HAND FOR ANYONE WHO HAS TWO OR MORE ACCOUNTS FROM THE GRAPHIC BELOW. …

3. WHERE DOES SOCIAL MEDIA FIT…  Social media is COMMUNICATION.  How the world becomes aware of itself.  Facebook, YouTube, and Twitter.  We often are not aware that most of our day is spent utilizing some type of social media.  Text, cell phone applications, entering your workout into an online workout diary…  Businesses utilize and “sell” to consumers via social media.  Health, special causes, and memorial organizations have begun to utilize the massive marketing machine of social media.

4. BENEFITS WHY IS SOCIAL MEDIA IMPORTANT  Awareness and knowledge.  Education  Advertising  Sales  Health organization’s marketing, special exams deals, alerting during an epidemic, or general understanding of local health initiatives.  When the population is knowledgeable about health – it’s a healthier population….simple as that.

5. RETURN ON INVESTMENT (ROI)

6. ROI – HOW DO YOU MEASURE IT???  Come to terms with statistics other than emergency room wait times  REFERRALS - Facebook / Twitter / YouTube  Patient Volume aka $$$$  What is working?!?  Tangible way to measure Social Media marketing results = CRM  Customer Relationship Management system

7. CUSTOMER RELATIONSHIP MANAGEMENT - CRM  A CRM system collects demographic, procedural, and diagnostic information about each patient at the hospital. It can look at patterns and create models to hypothesize about a patient's future actions.  EXAMPLE: Inova’s Fit for 50 wellness campaign - Twitter and Facebook  Chris Boyer, director of digital marketing at Inova Health System  Information about 6,500 registrants was updated in the CRM system; this included 2,250 who were altogether new to Inova.  When the program ended Oct. 31, Boyer calculated revenue through the CRM system. For the three months after the program ended, $10,000 was brought into the CRM database from new patients of the Fit for 50 program. In addition, $91,000 was added to the CRM database from the remaining registrants.

8. EXAMPLE - USING SOCIAL MEDIA TO TRACK REFERRALS…TWITTER  Nick Dawson, interim administrative director of community engagement  “For the first six months of the fiscal year of 2010 (October 2009-March 2010), Dawson says the hospital made $250,000 through social media referrals alone. Dawson says 85 percent of those referrals—50 patients—came through Twitter; the rest came through Facebook and YouTube.”  Dawson’s team utilizes Twitter for referrals in three ways:  Directly responding to patients who are looking for a Bon Secours doctor.  By using search functions, finding people on Twitter who might need a doctor.  Simply saying on its Twitter feed: "We're here to help.

9. SUTTER HEALTH - WHERE I WORK

10. RELATIONSHIP TO MEANINGFUL USE  “Using information to engage patients and their families in their care”  Sutter Health - My Health Online  “My Health Online makes it easier to manage your health and those closest to you. This includes: Schedule appointments online, Email your doctor's office, Track childhood immunizations, Access records via secure mobile apps.”  The patient is fully engaged  The continued conversation is what matters!

11. STANDARDS – MAKE THEM  Establish in-house standards as a health care organization.  Two types of social media policies to consider:  employee’s personal use  organization presentation of itself

12. #1 MOST COMMON BARRIER IN HOSPITAL SOCIAL MEDIA? YOUR EMPLOYEES….THEY REPRESENT YOU.  RULES OF THE ROAD  Employee representation.  EXAMPLE: Southern Ohio Medical Center  “It took about three years for everybody, even our CEO, to get a Facebook account and to put in some information about themselves online,” says Vicki Noel, vice president of human resources/organization development and chief learning officer.  “Noel recalls a privacy infraction in which a proud medical resident posted a picture on Facebook of his suturing technique on a patient. The resident included a summary of the patient's medical history and his medical state as he arrived in the emergency room.  Barriers such as patient privacy & staff productivity = complicated.

13. WHAT WE KNOW  #1. Almost 58 million Americans have the ‘social habit’

14. TRENDING: BRINGING THE “SOCIAL” TO MEDICINE  Attracting e-Patients with Social Media Marketing  Patients are now going to the computer for medical information  “Armed with smart phones, tablets and home computers, today’s patients are taking a more proactive approach to their healthcare by researching care decisions online, rather than relying solely on advice from their physicians.”  My Opinion: Organizations need to stand out, utilizing search indexing and marketing tools in competitive and “out of the box” (ways which will seem odd at first) will soon emerge.  (Example: Sutter Health’s new logo – “We PLUS You.”  Couldn’t stand it at first! But guess what?  We talked about Sutter for well over a half hour  it had our attention!

15. TAKEAWAYS  Social Media isn’t a bad thing  It must be measured to be proven effective  QUIZ QUESTION ALERT!! ! \/  A hospital utilizes a CRM to measure the ROI of their social media  QUIZ QUESTION ALERT!! ! \/  Barriers to HealthCare Social Media = In House Standards & Employee Misrepresentation.  Get noticed! Trending will lean toward out of the box marketing.

16. THE END  Thank you!