Dr. Vandna Jerath discusses healthcare social media #HCSM at the Colorado ACOG Summer Educational Symposium. She demonstrates how to use word of mouse to market and manage your practice by educating, engaging, and empowering women. Learn about HCSM platforms and why networking is beneficial to promote healthcare objectives.
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Healthcare Social Media (#HCSM): Using word of mouse to market & manage your practice by educating, engaging, and empowering women
1. ACOG | Summer Educational Symposium | June 14, 2014
Healthcare Social Media
using word of mouse to market & manage your practice
by educating, engaging, & empowering women
Vandna Jerath, MD, FACOG
June 14, 2014
#coloACOGsymposium
optimawomenshealthcare.com
drjerath.com
2. ACOG | Summer Educational Symposium | June 14, 2014
Objectives
īļ Discuss healthcare social media, the variety of
platforms, and why it is so important
īļ Discuss how social media impacts healthcare and
how to benefit from social networking.
īļ Discuss how to grow a practice (or promote other
healthcare objectives) via word of mouse.
3. ACOG | Summer Educational Symposium | June 14, 2014
What is Social Media?
īļ A cocktail party or networking event
īļ Microblogging or âsmall talkâ
īļ Collaborative online networking and communication
īļ Starting a conversation
īļ Developing a relationship
īļ Maintaining communication
īļ 60-90% people use internet for health related information
īļ Usage
īļ Personal vs professional
īļ Here to stay â NOT A TREND
īļ Strong growth and future
īļ Time to get on board
4. ACOG | Summer Educational Symposium | June 14, 2014
Inspiration
īļ âProfits are like oxygen. You need it to survive, but
ultimately what matters is passion, growth, and a higher
purpose.â @zappos â Tony Hsieh, CEO
īļ âTransparency & Values: Twitter constantly reminds me of who I
want to be, and what I want Zappos to stand forâ
īļ âReframing Reality: Twitter encourages me to search for ways to
view reality in a funnier and/or more positive wayâ
īļ âHelping Others: Twitter makes me think about how to make a
positive impact on other peopleâs livesâ
īļ âGratitude: Twitter helps me notice and appreciate the little
things in lifeâ
5. ACOG | Summer Educational Symposium | June 14, 2014
Growth and Reach of Social Media
īļ To reach 50 million users
īļ Radio - 38 years
īļ TV - 13 years
īļ Internet - 4 years
īļ Facebook â less than 6 months
īļ Social Media Now
īļ Facebook - 1.3 billion users
īļ Twitter - 500 million users (250 million active)
īļ Linked In - 296 million users
īļ YouTube â 1 billion users
īļ Google+ - 300 million users
īļ Pinterest â 70 million users
īļ Blogs - 158 million
īļ Other - My Space, Flickr, Yelp, Yammer, Instagram, Snapchat, Vine
īļ Medical â Sermo, Medpedia, Doximity
6. ACOG | Summer Educational Symposium | June 14, 2014
A Day In the Internet
īļ Infographic
īļ Demonstrates the power and reach of the internet
7. ACOG | Summer Educational Symposium | June 14, 2014
Hospital Usage
īļ U.S. Hospitals that use Social Networking tools
īļ 1,562 Hospitals total
īļ 717 YouTube Channels
īļ 1300 Facebook pages
īļ 1005 Twitter Accounts
īļ 653 LinkedIn Accounts
īļ 1084 Four Square
īļ 211 Blogs
īļ 55 Google + Circle
īļ 6,532 Hospital Social Networking Sites
Sources:
8. ACOG | Summer Educational Symposium | June 14, 2014
Types of Social Media
īļ Facebook
īļ Twitter
īļ Linked In
īļ YouTube
īļ Google +
īļ Pinterest
īļ Instagram
īļ Four Square
īļ My Space
īļ Flickr
īļ Tumblr
īļ Yelp
īļ Yammer
īļ Blog
īļ Website
īļ Medical
īļ Sermo
īļ Medpedia
īļ Doximity
9. ACOG | Summer Educational Symposium | June 14, 2014
Why Use Social Media?
My Top Ten Reasons
īļ Branding
īļ Marketing/Growth
īļ Patient and Self -Education
īļ Community Outreach
īļ Transparency/Credibility
īļ Patient Loyalty and Satisfaction
īļ Interest/Interaction/Engagement
īļ Networking/Messaging
īļ Direct Access â Physician and Patients
īļ Innovation
10. ACOG | Summer Educational Symposium | June 14, 2014
My Social Media Usage
īļ Facebook
īļ Facebook.com/drjerath
īļ Facebook.com/optimawhc
īļ Twitter
īļ Twitter.com/drjerath
īļ Twitter.com/optimawhc
īļ YouTube
īļ Youtube.com/doctorjerath
īļ Linked In
īļ Linkedin.com/in/drjerath
īļ Linkedin.com/company/optima-women's-healthcare
īļ Google +
īļ Gplus.to/drjerath
īļ Gplus.to/optimawhc
īļ Pinterest
īļ Pinterest.com/drjerath
īļ Pinterest.com/optimawhc
īļ Blog
īļ Drjerath.com
īļ Website
īļ Optimawomenshealthcare.com
11. ACOG | Summer Educational Symposium | June 14, 2014
My Content & Tips
īļ Womenâs health
īļ My ob/gyn practice
īļ Baby photos (with patient consent)
īļ Pregnancy tips
īļ Medical issue in the news
īļ General medicine
īļ Healthcare reform
īļ Health awareness promotion
īļ Trivia â OptimaWHC Healthe-Challenge
īļ Polls
īļ Contests
īļ Sports
īļ Politics
īļ World news
īļ Fashion
12. ACOG | Summer Educational Symposium | June 14, 2014
Facebook Tips for Doctorsâ Offices and
Medical Practices
īļ Be a source of health tips or medical news
īļ Answer a medical question in general terms, suggest an appointment
īļ Answer common questions coming in to the office
īļ Answer a patient billing complaint
īļ Always thank patients for endorsements (it encourages more)
īļ Show benefits and answer questions about a therapy
īļ Show a specific expertise
īļ Show a new or improved piece of technology
īļ Show an educational video
īļ Introduce or recognize doctors and staff
īļ Show some personality of your office
īļ Offer an educational or inspirational contest on Facebook
īļ Ask a question with Facebookâs polling function
īļ Make a seasonal or short-time offer
īļ Promote your patient portal or blog
īļ Show community spirit â let your page be a neighborhood bulletin board
13. ACOG | Summer Educational Symposium | June 14, 2014
My Costs & Investment
īļ FREE
īļ Time is money
īļ Time investment
īļ Full-time ob/gyn, patients come first
īļ 3 months solid to get started
īļ Maintenance 1-2 hours/week
īļ Minimal website and blog hosting fee
īļ < $20/month
īļ Marketing
īļ Most practices 5-10% of revenue
īļ I spend < $1000/year
14. ACOG | Summer Educational Symposium | June 14, 2014
My Success
īļ One of the first physicians locally with extensive social
media involvement
īļ Over 7000 social media connections
īļ New physician in new market/community
īļ Marketing and growth opportunity
īļ New patients
īļ Creating a brand and credibility
īļ Develop and maintain loyalty
īļ Provide transparency
īļ Patient and community outreach and education
īļ Ability to be a resource
īļ Patient interaction and word of mouse
īļ Direct physician access
īļ Positive image
īļ Exponential growth
īļ Increased online visibility
īļ Higher SEO
īļ Network with other colleagues
īļ New opportunities
īļ Considered a local #hcsm expert and pioneer
īļ Writing articles, interviews, blogs, presentations,
consulting
īļ Staff involvement
īļ FUN and FULFILLING
15. ACOG | Summer Educational Symposium | June 14, 2014
My ROI
15
10
40
35
Patient Referral Sources
COG Patients
Print/Other
Referrals
Social Media
17. ACOG | Summer Educational Symposium | June 14, 2014
Media Coverage
īļ Doctor heads to social media to find patients
īļ 9News Video
īļ Profile story by Cheryl Preheim
īļ November 4, 2011
īļ http://on9news.tv/sjozH2
19. ACOG | Summer Educational Symposium | June 14, 2014
Doctors and Social Media: should the
two mix?
20. ACOG | Summer Educational Symposium | June 14, 2014
Doctors and Social Media: should the
two mix?
īļ Another local doctor that tweets frequently is Dr. Vandna Jerath, MD of Optima
Women's Healthcare. She tweets both about what's going on in the women's
health field locally and on a more global scale, showing that she keeps up-to-date
with current medical knowledge. She also engages people on a personal level,
whether they are patients or not. For example, awhile back a rather touchy, and
often considered controversial, subject came up. When differing points of view
were presented, she didn't attack or say anything resembling "I'm a doctor so
what I say is the only thing that matters," like many doctors I have encountered.
She addressed each point of view from an honest perspective and even
acknowledged that, in some cases, what is right for one family may not be right
for another. I admit that I was very impressed by this.
I'm not a patient of either of these doctors but I follow them, regardless, as the
information that they share can be helpful, especially in the case of Dr. Jerath.
21. ACOG | Summer Educational Symposium | June 14, 2014
Facebook Tips for Doctorsâ Offices and
Medical Practices
22. ACOG | Summer Educational Symposium | June 14, 2014
Facebook Tips for Doctorsâ Offices and
Medical Practices
23. ACOG | Summer Educational Symposium | June 14, 2014
Physician Social Media Users Say ROI
is Real -
24. ACOG | Summer Educational Symposium | June 14, 2014
Getting Started & Simple Steps
īļ Getting started
īļ Do not be overwhelmed
īļ Can be done on your own
īļ Inexpensive
īļ Investment of time
īļ Use local resources
īļ Social Media course
īļ Professional internet, SEO, marketing
companies
īļ Read blogs and advice on the internet
īļ Try it, experiment and learn
īļ Keep learning
īļ Work in progress
īļ Have fun â it is NOT a chore
īļ Simple Steps
īļ Set-up Google alert
īļ Set-up Google analytics
īļ Setup Google + page
īļ Set-up website
īļ Identify who can manage your social media
īļ Have a social media policy
īļ Encourage the physicians to participate
īļ Start with a facebook practice page and tell
your patients
īļ Expand from there
īļ Rotate content on your sites
īļ Engage your audience
25. ACOG | Summer Educational Symposium | June 14, 2014
Advertise your Social Media
īļ Business Cards
īļ Marketing
īļ Tell patients
īļ Newsletters
īļ Emails
īļ Postcards
īļ Brochures
īļ Patient Portal
īļ Flyers
īļ Encourage participation
īļ Encourage staff
īļ Create engagement and interaction
28. ACOG | Summer Educational Symposium | June 14, 2014
Your Concerns
īļ HIPAA compliance
īļ Patient interaction
īļ Patient consent â
īļ Sample form by Michelle Harden, ESQ of Messner &
Reeves
īļ Boundaries
īļ Medical Advice
īļ Ethical Standards
īļ Time consumption
īļ Management of social media
īļ Getting started
29. ACOG | Summer Educational Symposium | June 14, 2014
Sample Consent Form
30. ACOG | Summer Educational Symposium | June 14, 2014
Future of Healthcare Social Media
īļ More physician involvement
īļ More hospital involvement
īļ More patient interaction and communication
īļ More collaborative networking
īļ Telemedicine
īļ Medical and Healthcare Apps
īļ Direct healthcare and medical advice
īļ Medical news
īļ Medical surveys
īļ Medical marketing
īļ Referrals
īļ Emergency and Disaster Information
īļ http://philbaumann.com/2009/01/16/140-health-care-uses-for-twitter/
31. ACOG | Summer Educational Symposium | June 14, 2014
My Top Ten Tips
īļ Be yourself and be personable
īļ Share, share, and share
īļ Keep professional and ethical boundaries (maintain HIPAA)
īļ Know why you are doing this and what your goals are
īļ Know your audience
īļ Engage your fans, patients, followers, supporters, & friends
īļ Be a resource, leader, and expert
īļ Listen, ask, acknowledge, and respond (donât be self-
absorbed) â keep learning
īļ Keep branding and marketing
īļ ALWAYS stay positive
32. ACOG | Summer Educational Symposium | June 14, 2014
Social Media Doâs & Donâts From ACOG
īļ Doâs
īļ Always maintain your professionalism
īļ Be careful with humor and political opinions
īļ Speak in lay terms patients and consumers will understand
īļ Ask your employer and/or hospital if it has social media
guidelines you must follow
īļ Consider creating a social media policy for your practice
īļ Ask your professional liability carrier if it has social media
coverage or guidelines
33. ACOG | Summer Educational Symposium | June 14, 2014
Social Media Doâs & Donâts From ACOG
īļ Donâts
īļ Donât discus patients online, even in general terms
īļ Donât give medical advice
īļ Donât post photos of patients or babies (debatable â obtain
permission/consent)
īļ Donât post anything you donât want the entire world to read.
Everything you do and say online is public.
īļ Donât âfriendâ your patients on Facebook. If you have a
personal Facebook page, consider creating a separate
professional one.
īļ Donât spend too much time directly promoting your practice.
Social media is about having a conversation, so limit self-serving
practice promotions such as âWe have 4-D fetal ultrasound at
our downtown location!â
34. ACOG | Summer Educational Symposium | June 14, 2014
Professional Resources
īļ ACOG
īļ http://www.acog.org/~/media/ACOG%20Today/acogToday201211.pdf
īļ http://www.youtube.com/watch?v=3N8A5LMlego
īļ CDC
īļ http://www.cdc.gov/healthcommunication/ToolsTemplates/SocialMed
iaToolkit_BM.pdf
īļ AMA
īļ http://www.ama-assn.org/ama/pub/meeting/professionalism-social-
media.shtml
īļ Mayo Clinic
īļ http://socialmedia.mayoclinic.org/learning/social-media-residency
īļ FSMB
īļ http://fsmb.org/pdf/pub-social-media-guidelines.pdf