Discussion of the state of #HCSM, barriers to adoption and the potential of social media to be strategically integrated into the healthcare business to support the improvement of patient experience and development of accountable care organizations. With current case examples from Swedish Medical Center, University of Maryland Medical Center and Inova Health System.

1. #SMBMAD
USING #HCSM TO
IMPROVE #PX
AND MAKE A BETTER #ACO
MARCH 20, 2013

2. INTRODUCTION
• UW-Madison J school grad
• 20+ years in agencies around the U.S.
• 4 years as Director of Strategy, Jigsaw LLC in Milwaukee
• Specialize in service businesses, including healthcare
• Creative consumer branding, digital/social marketing; social strategy
consulting and implementation support
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3. AH, THE SLOPE OF ENLIGHTENMENT
Peak of Inflated Expectations
Plateau of Productivity
VISIBILITY
Slope of Enlightenment
Trough of Disillusionment
Technology Trigger
TIME
Source: Gartner
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4. MANY BARRIERS TO HCSM REMAIN
• HIPAA
• Overall risk aversion
• Low appetite for innovation/early adoption
• Limits on employee social media access at work
• Physician/management mistrust of internet data
• Difficult to secure clinician participation
• Resource constraints
• Unsure how to prove business case/ROI
• Senior management knows we need to “do social media”; doesn’t
necessarily understand the full potential or purpose
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5. BIGGER PILLS TO SWALLOW
“In the U.S., people spend almost
20% of the gross domestic
product on health care, compared
with about half that in most
developed countries.Yet in every
measurable way, the results our
health care system produces are
no better and often worse than
the outcomes in those countries.”
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6. AND THEN, THIS HAPPENED.
• Must institutionalize new model of care
• Forming/becoming Accountable Care Organizations
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7. IN MOST HEALTHCARE ORGANIZATIONS,
SOCIAL MEDIA IS FAR FROM LIVING UP TO
ITS POTENTIAL...
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8. WITH STRATEGIC INTEGRATION INTO A
HEALTHCARE BUSINESS...
SOCIAL MEDIA CAN ABSOLUTELY HELP:
IMPROVE PATIENT EXPERIENCE
IMPROVE OUTCOMES
REDUCE COST OF CARE
BUILD ACCOUNTABLE CARE MODEL
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9. DEFINING “STRATEGIC INTEGRATION”
PLANNING PRESENCE ENGAGEMENT FORMALIZED STRATEGIC CONVERGED
DIALOG BECOME A
STAKE OUR DEEPENS ORGANIZE SOCIAL BUSINESS IS
LISTEN
CLAIM RELATIONSHIPS FOR SCALE BUSINESS SOCIAL
& LEARN
Understand Amplify Drive Set governance Scale across Social drives
how existing consideration to for social business units transformation
customers marketing purchase
use social efforts Create Moves into Integrates
channels Provide direct discipline & HR, Sales, social
Encourage support internal process Finance, philosophy
Prioritize sharing employee Supply Chain into all aspects
strategic engagement Strategic of the
goals where business goals C-level enterprise
social can involvement
have most
impact
Source: Altimeter Group, The Evolution of Social Business: Six Stages of Social Business Transformation
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10. THREE WAYS #HCSM CAN HELP
IMPROVE #PX AND BUILD AN #ACO
• Help drive patients into the right care pathway
• Supplement traditional offline patient support groups
• Use CRM to measure lifetime patient value
Source: Chris Boyer, Long Island Jewish Health System
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11. CASE:
SWEDISH MEDICAL CENTER
SEATTLE

12. MAKING CARE MORE EASILY NAVIGABLE
• Actively seek patient insights to guide web content/social media
communications and most effectively package health information
Streaming video series and Twitter chats since 2010 educating patients on a
variety of topics from organ donation to cochlear implants
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13. MAKING CARE MORE EASILY NAVIGABLE
• Focus on integration between marketing/communication and clinical ops
• Do everything possible to facilitate clinician participation
Blog incorporates content from numerous clinicians; makes it ultra-easy
for them to participate
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14. “What can we do to help
patients? It’s all about the patients.
We need to use our knowledge to
cut away the challenges that
patients have; these are extremely
powerful communication tools
that can help us do that.”
- Dana M. Lewis
Manager, Digital Marketing and Internal Communications
Swedish Medical Center

15. RESULTS TO DATE
• Social media is positively affecting patient experience (anecdotally)
and health outcomes
• Beginning to measure conversion to patients/contribution margins
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16. CASE:
UNIVERSITY OF MARYLAND
MEDICAL CENTER

17. EXTENDING OFFLINE SUPPORT TO SOCIAL
• Launched Facebook-based communities for liver transplant, hepatitis C,
digestive disorder patients as extension of “real world” groups
• Believes a well-developed social media effort can help with becoming a
better accountable care organization
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18. “Why do we need to say it’s
successful or it’s not successful? It’s
just another way for patients to
come together and help each
other, with little effort on our
part. And it’s helping them.”
- Ed Bennett
Director, Web and Communications Technology
University of Maryland

19. CASE:
INOVA HEALTH SYSTEM
WASHINGTON D.C.

20. USING CRM TO MEASURE PATIENT VALUE
• Focus on wellness, to complement population health management initiatives
#Fitfor50 preventive health program with user-feedback-driven tools
including Web “playbook,” checklists, nutrition and fitness tips, blog with
video, Facebook, Twitter,YouTube and paid promotion
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21. “In order to properly justify the
use of social media as part of the
new suite of tools to support an
ACO-like model, we need to be
able to measure their use.”
- Chris Boyer
AVP, Digital Strategy
Long Island Jewish Health System

22. RESULTS
• 7,500 program registrants
• 5,000 updated CRM records; 2,300 completely new records
• 2,650 signed up for events: $58,300 in direct revenue
• 500 joined additional engagement programs
• Life-to-date utilization/contribution margin (correlated vs. causal)
– New patient: $110,000
– Former patient: $370,000
– Total: $480,000
Source: Chris Boyer, Long Island Jewish Health System, formerly with Inova Health System
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23. RECOMMENDATIONS
• Know how social media ties to your business plan
• Develop a vision for how it can integrate throughout the organization
• Always have a clear goal, purpose and strategy for any new tool...avoid shiny
object syndrome
• Be optimistic and think big. Social media really CAN impact the business
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