Presentation by: Fred Muench, Associate Director of Resarch, The Partnership at Drugfree.org

1. Healthcare Social Communications
1

2. Provider Social Communications Adoption
• Use Internet for continuing education, medical
reference and e-mail with colleagues.
• 80% providers will have smart phones by 2012
• 55% of are using a downloaded app such as a
medical calculator, diagram, or other clinical tool.
• 50% using EMR
• Numerous provider specific social networks

3. Patient/Consumer Adoption
• Patients are using online and mobile health tools
(static & interactive) without referral from MDs
to supplement gaps in care.
– Seek health information
– Over 200 million mobile healthcare applications are
in use today (500m by 2015).
– Using web-based & mobile tools (e.g. StickK)
– Patients are using targeted online communities –
especially specific subgroups.
– Patients are not using PHR…….yet.

4. Provider Needs Patient
adherence
Improving Patient
workflow education
Provider
communication &
referral /transition Revenue drivers
Improve Outreach/
Reduce/Organize Marketing
incoming
record
communications keeping &
billing

5. Barriers to Provider Adoption
• Cost (mainly EMR)
• HIPAA/Privacy/Liability
• Risk averse
• Readiness
• Limited empirical data
• Training
• Implementation barriers
– Workflow changes
• Avoid unlimited patient access

6. Patient Needs Tailored
Access to
care
Knowledge/ Support
education
At-home tools
Access to
& resources Providers
Monitoring/
Adherence
Prevention Reduce Tools
Costs

7. Payer/Public Agency Needs
Monitoring
Educate Protect and Support
Patient Privacy
Provider
Reduce Overall
communication Costs (Crisis & Chronic)
Billing & Prevention
Payment
Data

8. Patient/Provider Perceptions
Provider Patient
Would use the system 87% 98%
When would system be
most helpful?
When treatment begins 27% 34%
During the course of 51% 22%
treatment
After treatment 11% 44%

9. Patient/Provider Perceptions
Patients
• 78% Want counselor alerted if relapse.
• 96% Want friend alerted if relapse.
• 84% Would send a help message if at risk.
Providers
• 20% Don’t want to be alerted at all.
• 8% Want SMS alert in the moment.
• 31% Want email in the moment (option to ignore).
• 40% Want alert (any) in office the next working day.

10. Motivation Matters
Patients
Support/Access
Providers
Convenience Generate revenue
Efficiency
Payers/Public Agencies
Save Money

11. Motivations Must Connect
Communications should fit with
the needs of each entity

12. Patient-Provider
Automated Proactive & Online Resources
Interactive Web-based and Health Based
and Mobile Applications Social Communities
and Devices
*Engage & Extend Care Automatically/Externally*
Integrated into Care with Limited Disruption
Foster a Return to Care Proactively (Drive Revenue)
Ideal (Tomorrow): Provider Medical Tablets/Smart Phones using EMR or connected to
PHR to trigger chain of events.
Real (Today): Provider will have information and access to resources integrated into
current system pushed by patient and payer needs.

13. Public Health Organizations
Driving Patient-Provider Social Communications
• Bolster patient and provider trust as a MARKETING & COMMUNICATIONS BRIDGE;
lower provider lift and payer costs by supplementing gaps in care
• Partner with providers for research and scientific opinion, providing platform for
providers to communicate through social communications such as websites, blogs,
Twitter and Facebook
• Act as B2C, translating healthcare communications into consumer targeted
content and social communications programs that “patients as consumers” can
easily access to support their health maintenance
• Act as additional marketing arm for healthcare organizations and companies,
engaging consumers with issue-based programs, resources and partnership
extensions and providing direct and measured social feedback

14. Content Strategies & Content-Based Marketing
Concepts, images and copy
for the slider – created by
providers and research-based

15. Content Strategies & Content-Based Marketing
Feature 12 articles with tips and
strategies by age.
Opportunity for providers to
create targeted prevention and
health management

16. Content Strategies: Daily Strength
• Branding for
provider, healthcare
company and health
issue
• Custom content
modules drive
patients to provider-
directed maintenace
strategies
• Module presents
drugfree.org
bloggers/advisors
• Targeted distribution
of drugfree.org blog
articles

17. Content Strategies: Daily Strength
• Blogging platform
supports multimedia,
member commenting,
& distribution of
provider articles into
external social
networks (i.e.
physician networks,
facebook and Twitter)
• Blogger &
Organization profile
pages provide ample
ways to communicate
provider
message/expertise
and drive users to
sponsored site

18. Content Strategies: Online Support Groups

19. Parent Communications Model:
Offline, Online & Social
Web
Social Media Resources
Content
Marketing
Community
Programs Mobile
M Content
Helpline
Email Online
Marketing Support
Communities
Medical Advice is still the backbone of
public health communication

20. Convergence of Offline, Online & Social
“MEET THE PARENTS HOUR” LIVE FACEBOOK Q&A
• 936 views
• 179
comments
• 83 new
“Likes”
Michele Lee VanOrsow Stroh exactly- i find myself doubting and researching and wanting so bad to
believe he has recovered and yet- the dark creeping doubt eats at me-- all the time...
February 18 at 12:32pm ·

21. Social Communications Best Practices:
Measuring
Listening
Site Visitor
Surveys, Community
Evaluation Feedback
Increased $,
Provider-Patient
Satisfaction