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How are healthcare organizations using social media and health IT to reach and influence patients in the right time and the right place with the right information? This presentation was presented at the TCC/EVMS Health IT Conference in Virginia Beach in March 2012.
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Leveraging Health IT and Social Media for Consumer Engagement and Safety
Karen Corrigan
Corrigan Partners LLC
@karencorrigan
Patient Experience Begins Long Before You Take My Temperature
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This Changes Everything!
EMR
website Mobile apps
microsites
intranet
Each Social Media Channel is Different
• 800 M users
• 50% active daily
• Connect on average with 80 groups and events
• 106 M users
• 27% active daily
• 67% who follow a brand purchase that brand
• 3 Billion views per day
• 48 hours of video uploaded every minute
• 17M connect YouTube to other SM accounts
• 120 M members
• 1 M new members each week
Source: Platform FAQs
• 1.36 million users daily
• User spends 98 minutes per month
Social Media by the Numbers
US Hospitals on Social Media
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Consumers today no longer have purely offline or online experiences but weave technology through nearly every point of contemplation, purchasing and use of products and services.
Integrating Virtual and Real World Experiences
Patients’ Online World of Searching & Sharing Information
80% of internet users have looked online for information about any of 15 health topics such as a specific disease or treatment. This translates to 59% of all adults.
34% of internet users have read someone else’s commentary or experience about health or medical issues on an online news group, website, or blog.
47% looked for information about a doctor.
16% have consulted online rankings or reviews of doctors or other providers.
30% have health apps on phone.
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Source: Pew Internet and American Life Project
The % of internet users who have looked online for information about
66 Specific disease or medical problem
56 Certain medical treatment or procedure
47 Information about doctors
36 Hospitals or other medical facilities
33 Health insurance
29 Food safety or recalls
24 Drug safety or recalls
22 Environmental health hazards
19 Pregnancy and childbirth
17 Memory loss, dementia or Alzheimer’s
16 Medical test results
14 How to manage chronic pain
12 Long-term care for an elderly or disabled
80 At least one of the above topics
Women and Social Media
90% of moms are online as compared to 76% of women in general
33% of women research products and services online before purchasing
43% follow brands on social sites and most use Facebook to do so
80% of healthcare decisions are made by women
85% of all purchases are made by women
46 million use social sites “several times per day”
57% of social networkers are women
Sources: Edison Research Multimedia Study 2011;
Comcast 2011 Social Report; TNW Social Media ;
Business Insider
Women spend 7.9 hours per month on social sites – 30% more
time than men.
Understanding the Consumer Decision Process
Content starts as a mindset…
produces communication…
which spark conversation…
that culminate in relationships…
that create loyal fans!
Content is Strategy, not just Promotion
Success requires a thorough understanding of how consumers discover, consume and share information on-line; and the role of search and social interaction across the decision cycle.
Mapping Patient Wants and Needs to Content and Channels
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Decision Cycle Provider Goals Keywords Social Topics Content Channels
Awareness • Stimulate demand
Interest • Drive preference
Consideration • Differentiate brand/offer
Trial • Customer acquisition
Retention • Customer satisfaction
Advocacy • Brand commitment
Content Strategy Map ©Corrigan Partners
Patient Needs
• Primary care physician
• Health Information and advice
• Routine screenings
• Convenient care when ill
• Chronic care management
• Self care support
• Caregiving support
CREATE
CURATE
INFLUENCE
Patient Wants
Information
Support
Access
Validation
Transparency
Service
Patient Needs
Medical Care
Resources
Knowledge
Understanding
Quality
Assurance
Diagnosis
Social Support
Medical Record
Treatment
Resources
Monitor Health
Caregiver Support Other
• 52 years old
• Breast cancer
“Fighting breast cancer is a
24/7 job. Treatment doesn’t
just happen in the clinic.”
Building the Integrated Health & Social Eco-System
Building Patient Relationships
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“Patients are coming to
the office better prepared
and more knowledgeable
about their health.”
Seattle Mama Doc – Engaging Patients Daily
“My patients only get 20 minutes with
me each year. It is my ethical obligation
to be online.” Wendy Sue Swanson, MD aka @SeattleMamaDoc
Blogging since 2009
Twitter – 7,472 Followers
EMRs and Patient Portals
Apps and More Apps!
• Health information
• Personal health management
• Wellness
• Healthcare
• Access
Up 78% since 2010
Patients are Tweeting about Their Experiences
twitter.com/Scrippshealth
People Learn about Treatments and Where to Go
And Join Support Groups for All Types of Health Needs
Source: Ed Bennett, Mayo Ragan Social Media Conference, October 2011
“Social networks are changing the way many patients are becoming engaged with their own healthcare. I think it is particularly important for patients who struggle with chronic diseases, or patients who are elderly or isolated.
We are seeing an uptick I the number of elderly people who are joining Facebook, and some senior organizations are encouraging it to combat loneliness and isolation.”
Caitlin Y. Lorincz, Global Institute for Emerging Healthcare Practices
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Patients and Families Share the Good Stories
And They Also Share the Bad Ones
Angie’s List
Yelp
Google Places
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Social Media is a Platform for Advocating Change
And for Crisis Communications
Adapted from http://costaricacloseup.com/designstudios/
How Can We Use Social?
• Consumer Marketing
• Customer Engagement
• Provider Engagement
• Patient Care
• Health Management
• Brand Building
Advantages
Providers using social media are able to disseminate accurate, real-time medical information from reliable sources and address misleading claims.
Social media supports a variety of formats to educate patients and the public, including podcasts, videos, industry news, and interviews.
Social media gives providers a means to “humanize” their identities, as well as to share personal insights.
Providers who have an online presence are able to engage patients and prospective patients in a world where they are already actively involved.
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Concerns
Privacy and liability issues
Maintaining appropriate patient-physician boundaries
Separating personal and professional online content
Information vs. personal medical advice
Time and resources
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What Does it Take to Do it Right?
Authenticity
Trust
Relevance
Real-time monitoring
Engagement
Investment in building relationships
Create a Meaningful Experience for Patients
Use multiple digital channels
Leverage the investment in EMRs
Tap into emerging technologies
Personalize the experience
Empower patients to take ownership of their healthcare
Inform
Connect
Engage
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Personalization
CRM
Source: Sentara Healthcare
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