Nr.  363Use of Social Media By Western European

Hospitals: A Longitudinal Study1  Radboud  University  Nijmegen  Medical  Centre,  Radboud  Reshape  And  Innova>on  Centre,  The  Netherlands.

Tom  van  de  Belt,  Sivera  Berben,  Lucien  Engelen,  Lise<e  Schoonhoven

Tom van de Belt

Background

1 CBS 2011, 2 Bacigulpe, 2011 3 Gamble 2009

* Over 60% of all online inhabitants of the EU use social media 1

(NL = 91%)

* Facebook and Twitter are mainstream social technologies 2

* Steady adoption of blogs and explosive growth of Twitter by 500 largest US corporations 1

* Increased use of social media by hospitals in the USA 2

* Hospitals are getting aware of the benefits social media could offer, like reaching their patients more easily 3

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Research Question

To which extent do European hospitals use SoMe?

- In WHICH WAY are social media used?

- How MANY hospitals use social media?

* Longitudinal study* 3 Measurements for each hospital: (April ‘09 - June ‘11)* Hospitals > 200 beds* 12 European countries* Social media:

Methods

- Social media usage is growing, as well as its use. - Significant differences between countries exist- Future research is needed to investigate how Social Media lead to improved healthcare

Discussion/Conclusion

3

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* Validation by email* Check with Google* Satistical Analysis:

- Cochran’s Q + Mc Nemar’s test for post-hoc testing- Wilcoxon’s rank test for non normally distributed data

Included Countries

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* N = 873 (25 Hospitals validated the results)Results

05

101520

Twitter Youtube Blog

Youtube, Twitter, Blog (%) - 12 countries - N = 873

T1 T2 T3

SoMe Increasingly used in all countries:

0

12,5

25

37,5

50

T1 T2 T3

Twitter (%) N = 873

NL BE LU DE AT CHUK IR NO SE FI DK

Twitter usage NL UK, NO = 38-50%:

T2 T3Twitter followers

per account353

(median 204)515

(median: 271)

p=< .001 p=< .001

T2 T3Videos per

channel9

(median: 4)13

(median: 7)

Views per channel

3859 (median 575)

12543 (median 3274)

More Followers (p= <0.001)

Increased Youtube Activity(p= <0.001)

Facebook Accounts and Links

* We distinguished between company profile pages (inactive) and group pages (allows interaction).

* Many hospitals have Facebook Accounts e.g. UK (96%) and Germany (67%)

* Facebook accounts accessible through the hospital’s website (links) were an exception, except for Norway and Finland.

LinkedIn

* 80,2% of Dutch hospitals on LinkedIn

* Observation: Often used for reqruitment of personnel

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