Transcript Hospital Websites for Patient Education

Hospital Websites for Patient Education
Ludan Zhang
07/20/14 HCOM512 Digital Strategies for Health Communication
Why this topic?
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Patient education: important component of health care
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the rise in chronic disease: Health Education, Disease
Management, Lifestyle Promotion
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Learn more about care services, get prepared, save time
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Overwhelmed information, credibility and professional
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Patient-centered, user-friendly
Massachusetts
General Hospital
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Mass General, MGH
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Oldest, largest, reputation, budget
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#2 hospital (by U.S. News & World
Report)
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teaching hospital of Harvard
Medical School
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Partners HealthCare
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Educational Units
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Web Strategies
http://www.massgeneral.org/ortho/patienteducation/#
SWOT Analysis
Strengths
Weaknesses
• Resources
• A variety of social media platform
• videos and downloadable brochures
• not very user-friendly
• too many contents and classifications on home page,
hard to find the information
• Different departments and programs have different
Twitter/ Facebook account, some without official
identification
• Social Media include diverse information, without
specific focus and not specifically patient-oriented
Opportunities
Threats
• affiliated with Harvard Medical School
• sufficient resources but overwhelmed information
• Focus confusion (lifestyle, disease management, care
services, research)
• Overwhelmed information, integration and tailoring
Recommendations
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Link Twitter/Facebook to Home Page
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Gather the focus on social media, integrate the social
media of different departments
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Highlight patient education/ health information, make
them easy to find
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Simplify the information
Mayo Clinic
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Rochester, Minnesota
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first and largest integrated nonprofit medical group practice
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#3 hospital (by U.S. News &
World Report)
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Tertiary care services
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Web Strategies
http://www.mayoclinic.org/patient-care-and-health-information
SWOT Analysis
Strengths
Weaknesses
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• less detailed contents
• What patients can really do
• International services, but health information materials
are all in English only
Clearly classified, easy to find the information
Lifestyles, symptoms, tests, drugs
Newsletters
Plain words
Patient Online Services
iPad and iPhone APP
Education centers
Opportunities
Threats
• Patient Online Services: See records and results,
interpretation??
• Multi-lingual consumers
Recommendations
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Multi-lingual materials
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Specific recommendations for patients: what they can
do, what changes/benefits they will receive
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Interaction between doctors and patients
United Family
Healthcare
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the first international standard joint-venture
hospital established in China
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1997, private hospital, Beijing, Shanghai,
Guangzhou
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doctor team from 20 different countries,
bilingual
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General hospital, rehabilitation services,
primary care , family medicine
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gained fame in obstetrics
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Training and workshop
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superior team, facilities, services, price
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Web Strategies
http://beijing.ufh.com.cn/en/
SWOT Analysis
Strengths
Weaknesses
• Lively main page
• Information are easily found and clearly classified
(health information, care services)
• Focus on health lifestyle promotion
• Good use of social media, grassroots
• Active interaction between doctors and consumers
• both in Chinese and Mandarin
• combination of online and offline activities
• limited followers
• patient/ consumer feedback mechanism
Opportunities
Threats
• Expanded from gynecology and obstetrics to all
departments
• Promote doctors as stars
• Celebrity charm
• Public hospitals domain in China (people perception,
education and recruitment system)
• High cost, low insurance reimbursement rate
Recommendations
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Brand redefine: accessible and approachable
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Celebrity charm
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“every doctor is a brand” (grassroots media)
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family medicine, primary care, community-based
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cooperation with local media, communities, schools…
Questions?
Thank You!
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