Get Your Head in the Game!
Understanding Healthcare Consumer Use of
Social Media in Reshaping HIM Perspectives
Social Networking Applied to Healthcare
Erin Maney
Educational Consultant & Instructional Designer
Monroe Community College
Evolution of
Social Media
Melding of User Generated Content
and Web 2.0 for information
aggregation and dissemination
1978
• Bulletin Board System concept to inform friends of
meetings, make announcements, and share information
1993
• Mosaic browser developed by University of Illinois UrbanaChampaign birthing webpages and web accessibility
1994
• Information Superhighway – Internet (WWW) faces criticism
as media source
1995
1998
• The World Wide Web reports 1 million active websites
• Social media unites friends via social network platforms and
blogging boom takes off
2003
2004
2007
• Second Life launches concept of virtual worlds
• Social Bookmarking concept introduced
• iPhone released – social networks go mobile
• Twitter breaks story about plane landing in Hudson
River
2009
• Internet cited as primary way Americans get news
(personalized news feeds)
2010
2011
Year in Review
1988: Internet
Relay Chat
Real-time status
updates use
system of
hashtags (#) and
@symbols
Used to keep
tabs on Gulf War
1992: World
Wide Web
Released to
public
1997: AOL
Instant
Messenger
Allowed users to
create buddy
lists and share
files
2002: Friendster
Allowed users to
create and
maintain
contacts, and
share online
content and
media
2003: MySpace
and LinkedIn
Use of bulletin
posts, share
group pages,
and manage
professional
networks
2004: Flickr
and Facebook
Photo-sharing,
“friending”,
melding
features into
one platform
2005: Bebo,
Ning and
YouTube
Personal blog
pages,
community
websites, video
upload and
sharing site
2006: Twitter
Share status
updates,
tagging
2009:
Foursquare
Users can
check in to
various
locations,
competitive
award system
2011: Google+
and Pinterest
Circles of
friends, content
curation
So what exactly is Social Media?
Purpose Determines Medium
Social Networking
• Google+
• LinkedIn
• Facebook
Social Content Sharing
• SlideShare
• Google Docs (Drive)
• Prezi
• Preezo
Social Bookmarking
• Digg
• Diigo
• Delicious
• RSS
Social Commentary
• Twitter
• Facebook
• Blog
Are you an active participant in the Digital Era?
One example of a corporate virtual world (IBM) used for project
collaboration, new employee orientation, presentations and training
(“what-if” scenarios).
Forterra Systems uses virtual-world software to train nurses and
emergency response professionals.
Social Media
Landscape
in Healthcare
How are Patients Using Social Media?
2011-12 Patient Usage Survey
Why (and How to) Use Social Media in Healthcare?
2012 Study of US Hospitals
Health is Happening
on Major Social Networks
PwC Health Research Institute survey, 2012
40%
1/3
Have used
social media to
find healthrelated
consumer
reviews (i.e. of
treatments,
procedures, or
physicians)
Are using
YouTube,
Facebook and
Twitter to find
medical
information,
research and
share their
symptoms, and
offer opinions
about doctors,
treatments,
drugs, and
health plans
1:4
Interactive Consumer Survey Results, 2011
Have publicly
posted about
their health or
healthcare
experience
Patient Engagement
CaringBridge.org
Patient Portals
Custom patient profiles
Connect families
through health and
healing journeys
Knowledge Base/SelfDiagnosis Tools
Access test results,
request prescription
renewals, review recent
visits, request
appointments
Aggregated FAQ
database with content
contributed by
healthcare professionals
Communicate nonurgent concerns to
healthcare team
Searchable by patients
for non-urgent concerns
and common questions
Also available via mobile
app
In 2012, the University of Maryland Medical Center (UMMC)
conducted a study of 1,229 hospitals in the U.S. inquiring
about their use of social media …
1,068
have Facebook Pages
946
are on Foursquare
814
have Twitter accounts
575
have a YouTube channel
149
use blogs
Purposeful Engagement via Web 2.0
Pages allow for
photo sharing,
reference material
postings,
testimonials,
feedback from
clients, organized
events, and much
more …
Short updates (140
characters)
regarding hours
and closings, advice
and tips, share
articles and
resource links,
highlight activities,
promote events …
Create videos to
educate patients:
welcome message,
who we are, meet
the physicians,
what you should
know before a
procedure, virtual
tours
Regulations and privacy concerns still limit how patients and healthcare providers use
social media.
Purposeful Engagement via Blogs
Collaborative
learning and
sharing spaces,
staff profiles
and
organization
strategic plan
(mission/vision)
Learning and/or
research
communities
Discussion
forums
Scenario-based
collaboration,
sharing
resources,
reference
material,
podcasts
54% of patients (of 1,060 surveyed) are comfortable with providers seeking advice from an
online community (blog) to better treat their conditions (connections/networking)
Key Points
Social media is part of our culture. You need to learn about it and learn how you
can use it to make connections, improve patient experience, and garner media
coverage to attract new patients and staff.
“Engage and Educate” – do not use social media to diagnose.
Leverage social media to share information that is useful and timely. Embrace the
collaborative spirit of social media as a means to unite staff, volunteers, patients,
and other stakeholders.
Open Discussion
How are you currently using
social media?
How can social media be used
for outreach within your
organization?
What value can social
networking add to your
organization?
Of what value is social
networking to you personally
and/or professionally?
Visit SlideShare for a copy of this presentation
http://www.slideshare.net/ebmaney
References
Examples
http://socialmediatoday.com/node/5455
40
http://sproutsocial.com/insights/2012/0
8/healthcare-social-media-2/
http://blog.healthecareers.com/blog/car
eers-in-healthcare/why-medicalprofessionals-are-using-social-media
http://www.healthcareitnews.com/infogr
aphic/infographic-how-healthcareprofessionals-use-social-media
http://www.fortherecordmag.com/archiv
es/110711p10.shtml
http://openmediart.com/log/pics/sdartic
le.pdf
http://network.socialmedia.mayoclinic.org/hcsml-grid/
http://www.pwc.com/us/en/healthindustries/publications/top-health-industry-issues-of2012.jhtml
www.caringbridge.org/
https://mychart.urmc.rochester.edu/MyChart/
http://itunes.apple.com/us/app/mychart/id382952264?mt=8
http://www.stanthonysmedcenter.com/information_health/tr
iage.asp
https://www.facebook.com/StJosephsHospital
https://foursquare.com/v/mercy-hospital-ofbuffalo/4bae20d3f964a52096873be3
http://twitter.com/StJude
http://www.youtube.com/user/dukemedicine
http://sharing.mayoclinic.org/
https://www.facebook.com/ThompsonHealth
https://twitter.com/AmerMedicalAssn
http://www.youtube.com/watch?v=zCCD52Pty4A&list=PL7C0
D460B0AB85735&index=2&feature=plcp
http://www.nlm.nih.gov/medlineplus/videosandcooltools.ht
ml
http://www.renown.org/virtualtours
http://scienceroll.com/medicine-20/
http://talk-diabetes.org/
http://www.docnotes.net/
http://www.nlm.nih.gov/medlineplus/podcast/podcast08201
2.mp3