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Engaging patients with social media
1. Tao Le, MD, MHS
Partner, Central Allergy & Asthma
Chief and Clinical Associate Professor
Section of Allergy & Immunology
Department of Medicine
University of Louisville
2. Learning Objective
๏ To discuss Web 2.0 and social media tools for patient
communications and engagement
๏ To explain best practices and potential pitfalls of using
social media.
5. Why Engage Patients Outside the
Office
๏ To promote your practice
๏ To build a patient community
๏ To provide care
6. Why Use Web 2.0 and Social
Media?
๏ Itโs where your patients are
๏ Facebook = 800+ MM users, 1 trillion hits/month
๏ Twitter = 200 MM users, 200 MM tweets/day
๏ Patients < 30 โ texting, twittering, friending
๏ Itโs free or almost free
๏ Itโs shows that you have a modern practice โ sick, pure
awesomeness, FTW!!!!
7. What is Web 2.0 and Social Media
๏ Web 2.0 = web applications that facilitate
๏ Information sharing
๏ Interoperability
๏ User -centered design
๏ Collaboration
๏ Web 2.0 = Social Media
http://en.wikipedia.org/wiki/Web_2.0
8.
9.
10.
11. Blogging
๏ Blog = short for โweblogโ
๏ Basically a web diary or personal journal
๏ Most recent entries are at the top
๏ Top blogging platforms
๏ WordPress --free
๏ Bloggerโfree
๏ Tumblr
๏ TypePad
12. Anatomy of a blog
1. Advertising
2. Title
3. Date
4. Post title
5. Post text
6. Posting information
7. Comments
8. Previous posts
9. Archives
http://wwww.blogbasics.com
13. What Do I Blog About?
๏ Whatโs new about your practice
๏ New staff and services
๏ Flu shots
๏ Practice involvement in the community
๏ Discussions of common allergy and asthma topics
๏ Interesting allergy and asthma news
๏ Obamaโs pet allergic kids
๏ Food allergic kids getting bullied
14. Writing Tips
๏ Keep posts short and sweet
๏ Write casually but mind your grammar!
๏ Personality and humor is good
15. Blog Tips
๏ Link it to your practice site
๏ Rotate physicians and staff as bloggers
๏ Update content frequently โ 2-5x week
๏ Maintain and editorial calendar
๏ Monitor comments
๏ For more advice, go to:
๏ Blogbasics.com
๏ Bloggingtips.com
16. Facebook
๏ Biggest social network >> Google+>>Myspace
๏ Platform for meeting friends and keeping them
updated
๏ FB Pages (vs. Groups) โ like a blog
๏ Publicly available
๏ URL: facebook.com/yourpractice
๏ Members become of a โfanโ of your page
๏ You can add posts, pictures, videos, discussions
๏ Fans can post, โlikeโ or comment on your posts
17. Facebook Tips
๏ Link to practice website
๏ Post same types of topics as in a blog, but briefer!
๏ EITHER monitor fan comments and posts
๏ OR turn off ability to do so
๏ Make frequent updates
๏ Run promotions to pump up your โlikeโ numbers
๏ User Involver.com to syndicate blog posts and tweets
to your Facebook page
18.
19. Facebook Vs. Blog
๏ Facebook ๏ Blog
๏ Connect with current ๏ Display your expertise
and potential patients ๏ Develop depth of
๏ Share content that is content to distinguish
both relevant and your practice
interesting ๏ Bring readers up-to-date
๏ Keep fans in the loop with latest allergy
with upcoming events developments
๏ Improve search engine
rankings
20. Twitter
๏ Social network and โmicrobloggingโ service
๏ โTweetsโ limited to 140 characters
๏ Tweets are seen by your โfollowersโ
๏ You can follow others
๏ You can โretweetโ other tweets to followers
21. Twitter Tips
๏ Tweet blog posts and links to interesting A/I articles
๏ Retweet ACAAI/AAAAI, other colleague tweets
๏ User Futuretweets to schedule tweets
๏ Use bit.ly, goo.gl, t.co to shorten links
23. YouTube Tips
๏ Keep the videos short
๏ Cover common allergy and asthma topics
๏ Consider off-camera interviewer style
๏ Consider using a local video production company
๏ Embed on website, blog, Facebook, Twitter, etc
24. Pitfall of Social Media
Challenge Solution
You canโt take it back Policies to review content before
posting
Privacy issues HIPAA/privacy policy
The professional and the personal blur Separate personal vs. professional
accounts
Patients/family may publicly air Respond immediately; take it offline
grievances
Does not happen overnight Prepare for a long term commitment
? Return on investment Invest incrementally; reassess
frequently
25. Conclusion
๏ Web 2.0/social media is where are patients are
๏ An effective means of creating a patient community
๏ Mostly free or low cost
๏ Requires a long term commitment and modest
expectations
๏ Many tutorial/guides that can be Googled