Transcript Leadership Briefing Outline - Texas Hospital Association

Yes, Virginia, You Need a Social Media Strategy
Presentation to Texas Hospital Association
Rural and Community Hospital Symposium
Nora Belcher, Executive Director
Texas e-Health Alliance
August 22, 2012
Session Description
• explore the evolution of the Internet and its
impact on health information technology,
• understand how using social media benefits
providers and patients, and
• evaluate the pros and cons of leading social
media tools
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Evolution…or Revolution?
Internet Revolution: Value to Users
70
Internet use exploded once
content became accessible
and useful.
% U.S. Households Using the Internet at
Home
60
50
40
30
TCP/IP
Standard
Mosaic Web
Browser
HIT
Today
Prodigy
20
10
Computer
developed - IBM
0
1930
1950
First email
ARPANET sent
1960
1970
1980
WWW
HTML
1990
1995
1997
2000
2001
2003
2007
Today, health care information technology (HIT)
is at the “1997” of the Internet age
Source: U.S. Census Bureau, Population Division, Education & Social Stratification Branch, “Reported
Internet Usage for Households, by Selected Householder Characteristics,:2007”
© Ingenix, Inc. 4
HIT Revolution
• HITECH Act provides incentives for providers to
adopt EMRs for “meaningful use”
– Texas physicians set to hit 60% adoption
• Health Information Exchanges are being established
– 12 local exchanges
– White space and state level services
• Patient Engagement is critical
– Virtual Health Records are a key sustainability piece
– Patient Portals are part of future stages of meaningful use
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Generational Differences
• Average social media user is 37 years old
• Millennials – people born between 1978 and 1994
(current ages 16-32) – were the first generation to be
“raised” on the internet, and represent a significant
portion of all online users.
• Millennials are expected to be more influential than
the baby boomer generation. As a group they spend
an average of 23 minutes online each day – 75% use
social networking sites and 59% get their news from
the internet.
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Benefits of Social Media
Myths About Social Media- from
Gartner’s The Social Organization
• Assumptions: “Social media is overhyped.” “Social media is a
waste of time.” “Social media is just for GenYers.”
– Fact: Social media is a tool that you can use to your advantage if you know
how to do so
• Assumption: Social media doesn’t deliver real business value
and can waste a lot of employee time.
– Fact: True, it can deliver little value and waste time, but not if you go about it
properly.
• Assumption: Social media poses unacceptable risks to privacy,
IP protection, regulatory compliance, HR infractions, customer
service, and more.
– Fact: Yes, but if done wrong, many things are risky. With social media, risks can
be mitigated and managed.
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Myths About Social Media- from
Gartner’s The Social Organization
• Assumption: Social media is just another marketing channel.
Get a Facebook page, open a Twitter account, give your CEO a
blog, and maybe load some cool videos on YouTube and
you’re done.
– Fact: Not true. You’ll need to do much more than that if you hope to capture
its real potential.
• Assumption: All you need to do is provide social media
technology and the rest will happen on its own. After all,
that’s how it happens on the Internet.
– Fact: Wrong. This common approach is almost certain to fail. Success requires
more than technology.
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Myths About Social Media- from
Gartner’s The Social Organization
• Assumption: You don’t need a business justification for social
media because it’s so cheap and you can’t anticipate or
measure the benefits anyway.
– Fact: Not true. You can measure its benefits. And that’s good, because it’s
more expensive than it appears and you’ll need more than faith and high
hopes to win the support of organizational leaders.
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Marketing
• Social media is the only marketing platform that allows you to
engage and interact with your consumers – it’s a two-way
relationship, which can be hugely lucrative for brands
• Marketers can take immediate action to spot trends and realign campaigns
• Social media gives your company a voice, helps you to gain a
competitive advantage, and adds value to your business
• Recommendations/word of mouth is still the most powerful
marketing tool for gaining consumer trust
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Networking
• Forty-eight percent of surveyed health care providers
say they are using some type of social media website
for professional networking purposes
–
–
–
–
–
41% said they are using Facebook
29% said they are using YouTube
23% said they are using LinkedIn
11% said they are using Twitter
3% said they are using Foursquare
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Recruitment
• Three out of four favored Facebook for job
searches.
• Meanwhile, one in three respondents in 2011
mentioned social media as a factor in
searching for a job, an increase from one in
five in 2010.
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Patient Interaction and Influence
• According to a recent survey, social media influenced
nearly 40 percent of hospital or urgent care center
patients.
• 30 percent of hospital visits by patients between the
ages of 25-34 years old were maternity-related.
– Social media outlets such as forums and discussion boards
had a "significant" influence on 20 percent of this age
group who recently made a visit for maternity reasons.
– The research suggests hospitals should target this group
with an online space where these parents-to-be can
interact.
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Patient Interaction and Influence
• Other key findings of the survey included:
– Women accounted for approximately 60 percent
of those who researched family doctors online.
– Hospital/urgent care Web sites had the most
influence on 18-to-24-year old patients (53.8
percent).
– 53 percent of patients between the ages of 25 and
34 years old were the most influenced by social
media.
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Future of Patient Care
• The University of Iowa Children's hospital launched a
Facebook application to improve medication adherence
among teenage kidney transplant patients.
• The Minnesota-based Mayo Clinic provides a way for patients
to ask questions in its Online Health Community. Patients can
also share their own health-related stories and post videos.
• Officials at the Office of the National Coordinator for Health
Information Technology (ONC) have announced the initiation
of their "What's in Your Health Record??" video challenge, a
project aimed at spurring patient involvement with their
personal health record data.
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Comparing Social Media Tools
Facebook
• 901 million users
• Average user is 38 years old
• Facebook pages host all the information about your
brand or your company in one place
• Pros: largest user base, one-stop location, allows
businesses to interact one-on-one with contacts
• Cons: marketing clout may be overhyped, privacy
concerns
• Example of Facebook power: Wal-Mart contest via
Facebook ended up sending rapper Pitbull to Kodiak,
Alaska
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Twitter
•
•
•
•
•
360 million users
Average user is 39 years old
Limited to messages of 140 characters
Uses #hashtags to group conversations
Pros: great for short, to the point updates; monitoring
conversations about your brand; finding potential
customers; releasing news in real time
• Cons: Tweets are hard to delete, real-time nature can
cause misfires, trends can be misleading if not watched
carefully
• Example of a #Twitterfail: #Aurora
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LinkedIn
• 161 million users
• Average user is 44 years old
• The main portal for businesses and professionals to
establish online presence
• Pros: allows you to “select” who is in your network; can
form groups and start conversations
• Cons: some functions have costs; heavy emphasis on
marketing
• Largest groups on LinkedIn are Jobs and Human
Resources; medical devices and pharma are the only
healthcare groups in the top 50
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Other Interesting Sites and Tools
•
•
•
•
•
•
•
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Blogs
Online role-playing games
Wikipedia
YouTube
Google (alerts)
Tumblr
Foursquare
Sites that measure social impact: Klout, Kred,
Peerindex
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What’s Hot and What’s Not
• Most visited sites: Facebook, YouTube, Google,
Twitter
• Winners: Twitter,Tumblr, LinkedIn, Pintrest,
Reddit (Facebook)
• Losers: Taringa, Digg, Bebo, Friendster,
MySpace
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http://storify.com/jen_wang/arijit-and-aetna
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Observations from a
large non profit HMO
•
•
•
•
•
•
•
Social media becomes more important with the advent of mobile for low income
populations who traditionally did not have internet access; mobile usage going to
be 50% of total traffic for online services
Mobile connected patient is looking at hospital ratings to see where to go: Yelp,
Angie’s List, Google reviews, through search engines
Patients want access to health experts and health resources; need to have a
population of physicians communicating with patients
Embrace it, be a transparent organization, patients will tell you where to take it
Mobile and social will be ways to reach patients who are healthy or want to stay
healthy
There will be value in having transparency into patient’s lives in between visits; the
‘last mile” between the patient and the provider
Patients will want to use social media for support for things like quitting smoking
through Facebook
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Conclusions
• Your customers are already on social media
• A formal strategy will assist with mitigating
risk; don’t wing it
• You can be famous for being responsive or
non-responsive; it is up to you!
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Resources
Gartner’s The Social Organization:
http://www.gartner.com/it/products/research/media_products/so
cial_org/
Includes a quiz on your organization’s preparedness for social
media
CSC report on Social Media:
http://www.csc.com/health_services/insights/72849should_healthcare_organizations_use_social_media
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Media Bistro Links
http://www.mediabistro.com/alltwitter/social-webinteraction_b13352
http://www.mediabistro.com/alltwitter/social-networks2012_b26341
http://www.mediabistro.com/alltwitter/social-mediabasics_b25685
http://www.mediabistro.com/alltwitter/social-networks2012_b26341
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More Resources
http://bit.ly/OG5HvQ
http://bit.ly/QMQA6i
http://bit.ly/PMaLgI
http://bit.ly/PsBgYa
http://bit.ly/QA8fky
http://bit.ly/NXRvit
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Questions?
Nora Belcher
Executive Director
Texas e-Health Alliance
[email protected]
(512) 536-1340
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