Social Media For Healthcare - webinar presentation for the American Society of Opthalmic Adminstrators

1. What the Social Media Revolution
Means for You
Maddie Grant, CAE
www.socialfish.org

2. Who am I?

3. Who am I?

4. Who am I?
http://bit.ly/wt5DiM

5. Agenda
• Associations and social media
• Healthcare and social media
• Your use of social media

6. POLL
I consider my organization to be…
•New to social media
•Comfortable, but still experimenting
•Using social media strategically
•A fully integrated social business

7. Associations and social
(and why do we care?)

8. Associations’ adoption of social media
Ref: Association Trends’ Association Social Media Report 2013

9. Associations’ adoption of social media
Ref: Association Trends’ Association Social Media Report 2013

10. Latest numbers (June 2014)
SOURCE:
http://therealtimereport.com/

11. Social Media has fundamentally
changed Healthcare.

14. Resource: E-patient 2015, by Rohit Bhargava and Fard Johnmar

15. Some statistics
54% of patients are very comfortable with their providers seeking
advice from online communities to better treat their conditions.

16. Some statistics
54% of patients are very comfortable with their providers seeking
advice from online communities to better treat their conditions.
31% of health care professionals use social media for professional
networking.

17. Some statistics
54% of patients are very comfortable with their providers seeking
advice from online communities to better treat their conditions.
31% of health care professionals use social media for professional
networking.
41% of people said social media would affect their choice of a specific
doctor, hospital, or medical facility.

18. Some statistics
54% of patients are very comfortable with their providers seeking
advice from online communities to better treat their conditions.
31% of health care professionals use social media for professional
networking.
41% of people said social media would affect their choice of a specific
doctor, hospital, or medical facility.
60% of doctors say social media improves the quality of care delivered
to patients.
SOURCE: http://getreferralmd.com/2013/09/healthcare-social-media-statistics/

19. What are some risks for healthcare
organizations?
- Reputation management
- Privacy issues – HIPAA
- Copyright issues
- Inappropriate use by staff

20. Don’t Lie, Don’t Pry
Don’t Cheat, Can’t Delete
Don’t Steal, Don’t Reveal
The Mayo Clinic’s
12 word social media policy
http://network.socialmedia.mayoclinic.org/2012/04/05/a-twelve-word-social-media-policy/

21. Don’t endorse as a matter of course.
Supervisors: Don’t initiate an employee friend request
at your own behest.
Separate your circle of friends from patients you mend.
Corporate logo in your username is a no go.
Adding a disclaimer is probably saner.
Don’t practice on the Internet,
regardless of your good intent
Always surmise that HIPAA applies.
Speak on your behalf, not that of staff.
Anonymity is really gimmicky.
If you chat about your company, identify abundantly.

22. Did those statistics surprise you?
Are you concerned by some of these risks?
Thoughts? Questions?

23. POLL:
- I don’t use social media at all
- I use social media personally,
but not for work
- I use social media for work only
- I use social media everywhere,
for work and socially

24. How are YOU using
social media?

25. A lesson from Olivier
Blanchard:
FREQUENCY
REACH
YIELD
F
R
Y

27. HANDOUT:

29. “I try to post 3-5 times per week and include a mix of professional,
personal and community posts. In other words, I post articles or photos
related to eyecare; local events; or achievements of our staff or our
practice. I have found that the posts with the greatest reach are those that
focus on staff members. Often, the staff member will share it on their own
Facebook page and their friends will be exposed to our page.”

30. “On Twitter, I tend to post the same things I post to our Facebook page. I
try to take advantage of trending hashtags when they relate to health or
our community, etc. I think the importance of being on Twitter is just
having that presence, and the content there does not necessarily affect its
impact.”

33. “Since we have begun focusing more on social media marketing, the
traffic to our patient portal has increased. In February, we had 43 new
registrations. In May, we had 67. Driving patients to our portal is really
important to us and it creates traffic on our web site. Regular posting of
quality content has also increased our Facebook page likes.”

34. The key is to make it
part of your daily work.
So how can you manage this?

35. You can rock
social media
in 30 minutes
a day
Ref: Marketing Tech Blog infographic
http://www.marketingtechblog.com/social-media-in-30-min/

38. See what others are doing!!
Social media is PUBLIC and SOCIAL.

39. • Brand awareness?
• Sales?
• Advocacy?
• Patient loyalty?
• Provider relationships?
• Recruitment of new staff?
• What else?
UNDERSTAND YOUR OBJECTIVES

40. “Healthcare social media is characterized by its
immediacy, transparency and reach. This is the future of
medicine, and the future is now. We have digitally savvy
patients and doctors, hospital videos on YouTube, and
surgeons live-tweeting surgery. Social media will
continue to disrupt healthcare in ways we are only
starting to understand. But in order to realize its full
potential, all stakeholders need to contribute and
participate.”
- Marie Ennis O’Conner (health blogger)

41. Thank you!
Maddie Grant
maddie@socialfish.org
@maddiegrant