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Social Media (SM) Strategy
 & Relationship Building for
Health System Improvements
                  March 7, 2012
         BC Patient Safety Quality Council
        Paul W. Gallant, CHE, PhD(c), MHK, BRec (TR)
 Certified Health Executive & Principal, Gallant HealthWorks

           Website: www.GallantHealthWorks.com
                       Twitter: @HealthWorksBC
       Hashtags: #CdnHealth #BCHC #HCSMCA #CCHLeaders #s4pm
Overview
 Context: About you and about me
 The GAP: Health care “Vs.” SM
 Examples of relationship & strategy
  explored
 Survey & Poll results
 Lessons learned
 Resources
 Questions
About Me/We: “Engaging Stakeholders in Health”

   25 yrs health care, leadership & educating experience
   Consultant, Conduit, Educator, Researcher, Mentor
   Elected Exec. Member BC Lower Mainland Chapter
    Canadian College of Health Leaders (CCHL) #CCHLeaders
   Relationship builder
   Person-Patient-Family-Provider Centred Strategy
   Leader in North American Leadership Action Series Person-
    Centred Health (2009-2010)
   Policy & SM advisor to numerous associations
   #CdnHealth Daily Publisher, Linkedin Founder of 3 Groups
   Health Care Management Educator
   Gallant HealthWorks, Principal
My Passion: Knowledge Translation &
Health Equity: UBC Dialogues 2012: Body
Image Is Fat All in Our Heads.   Podcast available UBC




                                                         4
Translating
Knowledge




              5
From Global National TV16:9 to YouTube: Translating
Knowledge About Males with Eating Disorders
http://www.youtube.com/watch?v=ctlGqM0ekOY




                                                      6
Health Values                           Social Media Values
Risk averse                           Risk taking
Information from authoritative        Network Reputation
sources

Privacy and security regulated        Anyone can publish anything


Data tightly controlled               Information freely distributed


Tight intellectual property           Use licenses with few restrictions

                                 Social Media is “Disruptive”
                                 Edward Bennett. Director ,Web / Communications Technologies
                                 University of Maryland Medical System
Health Care & Social Media

“There is currently widespread
discussion among health care
professionals, academics,
social media observers and the
public about how social media can
and should be used in health care.”   CMA 2011




                                                 8
Evidence SM/Health

“The evidence base is currently lacking
on whether the use of social media can
improve patient outcomes. (However,
numerous research studies are showing
that social media tools and resources are
being used to provide patients with
health information and attempt to
change health-related behaviours.”  CMA 2011



                                               9
Canada
2012 Physician Survey - CMA
   Drs. who used mobile devices: 86% used for
    both personal & professional reasons
   Almost all used Google to look for info. for
    professional needs
   43% participated in an online forum to
    discuss medical/health care topic.
   80% agreed that SM "poses professional &
    legal risks to physicians”
   51% think SM can increase public
    knowledge about medical issues
                                                   11
Example of Shifting Federal/Provincial
Health Care Funding
                             Recent/Present
        1977-1997            (Approx)




               Provincial
     Federal   Territorial
      50%        50%
What do you think are several
of the biggest challenges to
 the health system in BC?
The biggest challenges
   aging population
   growing need to provide care to frail seniors
   rising burden of illness from chronic diseases,
    mental illness and cancer
   advances in technology and drugs (pharmaceuticals)
    driving new costly procedures and treatments
   need to maintain and improve the health system’s
    buildings and equipment.
Triple Aim: Institute for Health Care
Improvement IHI/USA & BC Health
Care: Best Care for the Whole
Population at the Best Cost




                                        15
Strategy



   Where am I or where are we now?
   Where do we want to be?
   How do we get there?
   How do we know when we are there?
   How do we know an improvement is
    an improvement or that a change is a
    change?
Strategy
Quality Improvement: PDSA
Plan-Do-Study-Act Cycles




                            18
7C’s: Principles for Transformational
Change in Health Care

1.Clear direction: Focus on a long term vision within a
whole systems context
2.Communicate: direct and relentless
3.Care: Champion the caring aspect of healthcare
4.Change readiness: Assess change readiness of
organization(s) & individuals
5.Community: Use a Community Engagement approach
6.Culture: Address culture
7.Construct: Ensure a sufficient structural framework exists
Researched by: Paul Gallant, Geoff Rowlands,
Graham Dickson & Marilynn Kendall.
Published HCLABC September 2010


                                                         19
Relationship Building




                        20
Examples Relationship Strategies:
Linkedin Groups
 Create a pan-world online network for
  person-centred health
 Create a network for BC and Canadian
  health leaders and consultants to build
  relationships
 Increase KT/dissemination of health info.
 Have polling/survey pool to bounce ideas
  off of and inform decisions
Creator/Manager Canada Health &
 Healthcare Consultants




                                  22
Group Membership Poll: Canada Health & Health Care
Consultants 2012 (CHHC) on Linkedin




                                                     23
#CdnHealth Daily, A News Digest
>1000 Sources and About 100
Items Daily
http://paper.li/HealthWorksBC/1308721020




                                           24
Gallant HealthWorks (GHWA)
Survey Results
Social Media Strategy

                             25
Gender/Age
GHWA/@HealthWorksBC Survey Results


Response                        Chart           Percentag      Count
                                                    e
Male                                               44%              23
Female                                             56%              29
                                             Total Responses        52


 Response                            Chart          Percentage           Count
 Under 18                                                0%                0
 18-24                                                   3%                1
 25-34                                                   23%               9
 35-44                                                   21%               8
 45-54                                                   28%              11
 55-64                                                   21%               8
 65 or Above                                             5%                2
 Prefer Not to Answer                                    0%                0
                                                  Total Responses         39
I use social media at WORK or FOR MY
WORK related activities:
GHWA/@HealthWorksBC Survey Results


 Response                        Chart      Percentag      Count
                                                e

 Never                                         19%          10

 Less than 1x a week                            8%           4

 1-2 times a week                               9%           5

 3-4 times a week                              15%           8

 5-7 times a week                               9%           5

 8+ times a week/More                          40%          21
 than 1x daily

                                         Total Responses    53
My work would best be described as:
Response                      Chart                       Percentage       Count

                    GHWA/@HealthWorksBC Survey Results

Not Employed                                                   4%            2

Working in Health Care                                        38%           20
(Leadership)

Working in Health Care                                        33%           17
(Non-Leadership)

Working in a Non-Health                                        2%            1
Care Field

Student                                                        6%            3

other                                                         17%            9

                                                         Total Responses    52

                  GHWA/@HealthWorksBC Survey Results
Advice to improve the quality of health
     care delivered
   Leverage existing on-line communities where possible
   Build bridges and not divides. Meet health leaders/policy
    makers part-way & understand their world
   Let everyone rate any healthcare provider
   Consider SM as new communication tools & use appropriately
   Use it to engage with & create positive health care
    experiences for all British Columbians.
   Treat it like another communications channel (i.e. same
    process for approvals, uses etc.)
   Use narrative reporting, it's easier for community members to
    understand high level changes/decision making
                                                               29
                          GHWA/@HealthWorksBC Survey Results
Advice Cont’d
   Doctors should have a page of their own.
   Get physicians onboard
   Advice to health care pros: learn Twitter & discipline
    yourself to 30 mins a day. To health care orgs: develop a
    SM strategy and use it
   Encourage staff to use their devices in a professional
    manner when caring for patients and in view of health
    care users
   Older leaders in the field need to not only embrace but be
    open-minded and learn how useful social media can be in
    the work place
   Link its goals with corporate strategy.
               GHWA/@HealthWorksBC Survey Results          30
Advice Cont’d
   Organizations need to work it into work plans,
    evaluations, outcomes etc. & not just have it as an
    'extra’
   Listen to the frontline staff they have the best ideas
   Let's think about how we can better help our
    colleagues and learn through each other's mistakes.
   Don't rely on it, it really isn't as pervasive as we all
    seem to think.



             GHWA/@HealthWorksBC Survey Results                31
There’s a large gap between those who promote
social media's use & the health care sector's
willingness to adopt social media to improve the
quality of health care.
    Response                      Chart                      Percentage     Count
               Gallant HealthWorks Twitter: @HealthWorksBC Survey Results

    Agree Strongly                                               38%         20

    Agree Somewhat                                               48%         25

    Disagree Somewhat                                             8%          4

    Disagree Strongly                                             0%          0

    Unsure                                                        2%          1

    Other, please specify:                                        4%          2

                                                          Total Responses    52



        Gallant HealthWorks Twitter: @HealthWorksBC Survey Results
Lessons Learned
   Build relationships not just followers
   Set realistic goals
   Make strategic choices to manage limited resources
   Encourage positive conversation
   Adopt low risk tools first
   Continue to use tech to manage efficiencies
    (HootSuite, TweetDeck, News Digests)
   Re-purpose/translate knowledge
   Become comfortable with loss of control & help
    others do the same
   Seek feedback: Include Improvement Cycles: PDSA
   Remember SM: it’s a tool not your life!            33
Bridge The GAP
Resources
   Health Council Canada
   IMPACT BC & Patient Voices Network
   BSPSQC
   Change Foundation (Toolkits: See Photo)
   Canadian Medical Association
   #CdnHealth Daily
   Groups: Linkedin: CHHC, PCH,
    HCLABC, Quality Health Network, HCSMCA
   Hashtags include: #BCHC #CdnHealth #s4pm #hcsmca
    #mhsm #CCHLeaders
   My Website: www.GallantHealthWorks.com
   Email: info@GallantHealthWorks.com

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Mind the Gap: Social Media (SM) Strategy & Relationship Building for Health System Improvements. Paul Gallant CHE. BCPSQC Quality Forum, Vancouver, Canada

  • 1. Social Media (SM) Strategy & Relationship Building for Health System Improvements March 7, 2012 BC Patient Safety Quality Council Paul W. Gallant, CHE, PhD(c), MHK, BRec (TR) Certified Health Executive & Principal, Gallant HealthWorks Website: www.GallantHealthWorks.com Twitter: @HealthWorksBC Hashtags: #CdnHealth #BCHC #HCSMCA #CCHLeaders #s4pm
  • 2. Overview  Context: About you and about me  The GAP: Health care “Vs.” SM  Examples of relationship & strategy explored  Survey & Poll results  Lessons learned  Resources  Questions
  • 3. About Me/We: “Engaging Stakeholders in Health”  25 yrs health care, leadership & educating experience  Consultant, Conduit, Educator, Researcher, Mentor  Elected Exec. Member BC Lower Mainland Chapter Canadian College of Health Leaders (CCHL) #CCHLeaders  Relationship builder  Person-Patient-Family-Provider Centred Strategy  Leader in North American Leadership Action Series Person- Centred Health (2009-2010)  Policy & SM advisor to numerous associations  #CdnHealth Daily Publisher, Linkedin Founder of 3 Groups  Health Care Management Educator  Gallant HealthWorks, Principal
  • 4. My Passion: Knowledge Translation & Health Equity: UBC Dialogues 2012: Body Image Is Fat All in Our Heads. Podcast available UBC 4
  • 6. From Global National TV16:9 to YouTube: Translating Knowledge About Males with Eating Disorders http://www.youtube.com/watch?v=ctlGqM0ekOY 6
  • 7. Health Values Social Media Values Risk averse Risk taking Information from authoritative Network Reputation sources Privacy and security regulated Anyone can publish anything Data tightly controlled Information freely distributed Tight intellectual property Use licenses with few restrictions Social Media is “Disruptive” Edward Bennett. Director ,Web / Communications Technologies University of Maryland Medical System
  • 8. Health Care & Social Media “There is currently widespread discussion among health care professionals, academics, social media observers and the public about how social media can and should be used in health care.” CMA 2011 8
  • 9. Evidence SM/Health “The evidence base is currently lacking on whether the use of social media can improve patient outcomes. (However, numerous research studies are showing that social media tools and resources are being used to provide patients with health information and attempt to change health-related behaviours.” CMA 2011 9
  • 11. 2012 Physician Survey - CMA  Drs. who used mobile devices: 86% used for both personal & professional reasons  Almost all used Google to look for info. for professional needs  43% participated in an online forum to discuss medical/health care topic.  80% agreed that SM "poses professional & legal risks to physicians”  51% think SM can increase public knowledge about medical issues 11
  • 12. Example of Shifting Federal/Provincial Health Care Funding Recent/Present 1977-1997 (Approx) Provincial Federal Territorial 50% 50%
  • 13. What do you think are several of the biggest challenges to the health system in BC?
  • 14. The biggest challenges  aging population  growing need to provide care to frail seniors  rising burden of illness from chronic diseases, mental illness and cancer  advances in technology and drugs (pharmaceuticals) driving new costly procedures and treatments  need to maintain and improve the health system’s buildings and equipment.
  • 15. Triple Aim: Institute for Health Care Improvement IHI/USA & BC Health Care: Best Care for the Whole Population at the Best Cost 15
  • 16. Strategy  Where am I or where are we now?  Where do we want to be?  How do we get there?  How do we know when we are there?  How do we know an improvement is an improvement or that a change is a change?
  • 19. 7C’s: Principles for Transformational Change in Health Care 1.Clear direction: Focus on a long term vision within a whole systems context 2.Communicate: direct and relentless 3.Care: Champion the caring aspect of healthcare 4.Change readiness: Assess change readiness of organization(s) & individuals 5.Community: Use a Community Engagement approach 6.Culture: Address culture 7.Construct: Ensure a sufficient structural framework exists Researched by: Paul Gallant, Geoff Rowlands, Graham Dickson & Marilynn Kendall. Published HCLABC September 2010 19
  • 21. Examples Relationship Strategies: Linkedin Groups  Create a pan-world online network for person-centred health  Create a network for BC and Canadian health leaders and consultants to build relationships  Increase KT/dissemination of health info.  Have polling/survey pool to bounce ideas off of and inform decisions
  • 22. Creator/Manager Canada Health & Healthcare Consultants 22
  • 23. Group Membership Poll: Canada Health & Health Care Consultants 2012 (CHHC) on Linkedin 23
  • 24. #CdnHealth Daily, A News Digest >1000 Sources and About 100 Items Daily http://paper.li/HealthWorksBC/1308721020 24
  • 25. Gallant HealthWorks (GHWA) Survey Results Social Media Strategy 25
  • 26. Gender/Age GHWA/@HealthWorksBC Survey Results Response Chart Percentag Count e Male 44% 23 Female 56% 29 Total Responses 52 Response Chart Percentage Count Under 18 0% 0 18-24 3% 1 25-34 23% 9 35-44 21% 8 45-54 28% 11 55-64 21% 8 65 or Above 5% 2 Prefer Not to Answer 0% 0 Total Responses 39
  • 27. I use social media at WORK or FOR MY WORK related activities: GHWA/@HealthWorksBC Survey Results Response Chart Percentag Count e Never 19% 10 Less than 1x a week 8% 4 1-2 times a week 9% 5 3-4 times a week 15% 8 5-7 times a week 9% 5 8+ times a week/More 40% 21 than 1x daily Total Responses 53
  • 28. My work would best be described as: Response Chart Percentage Count GHWA/@HealthWorksBC Survey Results Not Employed 4% 2 Working in Health Care 38% 20 (Leadership) Working in Health Care 33% 17 (Non-Leadership) Working in a Non-Health 2% 1 Care Field Student 6% 3 other 17% 9 Total Responses 52 GHWA/@HealthWorksBC Survey Results
  • 29. Advice to improve the quality of health care delivered  Leverage existing on-line communities where possible  Build bridges and not divides. Meet health leaders/policy makers part-way & understand their world  Let everyone rate any healthcare provider  Consider SM as new communication tools & use appropriately  Use it to engage with & create positive health care experiences for all British Columbians.  Treat it like another communications channel (i.e. same process for approvals, uses etc.)  Use narrative reporting, it's easier for community members to understand high level changes/decision making 29 GHWA/@HealthWorksBC Survey Results
  • 30. Advice Cont’d  Doctors should have a page of their own.  Get physicians onboard  Advice to health care pros: learn Twitter & discipline yourself to 30 mins a day. To health care orgs: develop a SM strategy and use it  Encourage staff to use their devices in a professional manner when caring for patients and in view of health care users  Older leaders in the field need to not only embrace but be open-minded and learn how useful social media can be in the work place  Link its goals with corporate strategy. GHWA/@HealthWorksBC Survey Results 30
  • 31. Advice Cont’d  Organizations need to work it into work plans, evaluations, outcomes etc. & not just have it as an 'extra’  Listen to the frontline staff they have the best ideas  Let's think about how we can better help our colleagues and learn through each other's mistakes.  Don't rely on it, it really isn't as pervasive as we all seem to think. GHWA/@HealthWorksBC Survey Results 31
  • 32. There’s a large gap between those who promote social media's use & the health care sector's willingness to adopt social media to improve the quality of health care. Response Chart Percentage Count Gallant HealthWorks Twitter: @HealthWorksBC Survey Results Agree Strongly 38% 20 Agree Somewhat 48% 25 Disagree Somewhat 8% 4 Disagree Strongly 0% 0 Unsure 2% 1 Other, please specify: 4% 2 Total Responses 52 Gallant HealthWorks Twitter: @HealthWorksBC Survey Results
  • 33. Lessons Learned  Build relationships not just followers  Set realistic goals  Make strategic choices to manage limited resources  Encourage positive conversation  Adopt low risk tools first  Continue to use tech to manage efficiencies (HootSuite, TweetDeck, News Digests)  Re-purpose/translate knowledge  Become comfortable with loss of control & help others do the same  Seek feedback: Include Improvement Cycles: PDSA  Remember SM: it’s a tool not your life! 33
  • 35. Resources  Health Council Canada  IMPACT BC & Patient Voices Network  BSPSQC  Change Foundation (Toolkits: See Photo)  Canadian Medical Association  #CdnHealth Daily  Groups: Linkedin: CHHC, PCH, HCLABC, Quality Health Network, HCSMCA  Hashtags include: #BCHC #CdnHealth #s4pm #hcsmca #mhsm #CCHLeaders  My Website: www.GallantHealthWorks.com  Email: info@GallantHealthWorks.com