Healthcare Social Media: using word of mouse to build a practice by educating, engaging, &...
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Transcript of Healthcare Social Media: using word of mouse to build a practice by educating, engaging, &...
4 Corners MGMA Conference
optimawomenshealthcare.com
drjerath.com
4 Corners MGMA Conference
Social Media Doctor Doctor heads to social media to find patients
9News Video
Profile story by Cheryl Preheim
November 4, 2011
http://on9news.tv/sjozH2
General Information
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Vandna Jerath, MD, FACOG FACOG - Board-Certified Private practice - 13 years Previously in Westminster/Thornton Recently relocated to Parker Adventist Hospital Full-scope obstetrics & gynecology Enjoy education and community outreach Disclosure – no affiliations Not a social media expert – just decided to try it
Now active user and advocate Now a local pioneer, expert, and resource Presentation for DMS, PAH, consulting, case studies drjerath.com
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Optima Women’s Healthcare Services
Low and high risk obstetrics Minimally invasive gynecologic surgery Novasure and Thermachoice Endometrial ablation Essure sterilization Family planning and infertility Menopause and hormone replacement therapy Bladder retraining and incontinence surgery
Women’s health resource/expert Female empowerment Spa-like setting Individualized, personalized, and compassionate care optimawomenshealthcare.com
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Learning Objectives Learn about social media, the variety of platforms, and
why it is so important
Learn how social media impacts healthcare and how you can benefit from healthcare social media.
Learn how to grow your practice (or promote other healthcare objectives) via word of mouse.
Overview
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What is Social Media? A cocktail party or networking event
Microblogging or “small talk”
Collaborative online networking and communication Starting a conversation Developing a relationship Maintaining communication 60-90% people use internet for health related information Usage
Personal vs professional
Here to stay – NOT A TREND Strong growth and future Time to get on board
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Inspiration “Profits are like oxygen. You need it to survive, but ultimately
what matters is passion, growth, and a higher purpose.” @zappos – Tony Hsieh, CEO
http://blogs.zappos.com/blogs/ceo-and-coo-blog/2009/01/25/how-twitter-can-make-you-a-better-and-happier-person “Transparency & Values: Twitter constantly reminds me of who I
want to be, and what I want Zappos to stand for” “Reframing Reality: Twitter encourages me to search for ways to
view reality in a funnier and/or more positive way” “Helping Others: Twitter makes me think about how to make a
positive impact on other people’s lives” “Gratitude: Twitter helps me notice and appreciate the little things
in life”
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Growth and Reach of Social Media To reach 50 million users
Radio - 38 years TV - 13 years Internet - 4 years Facebook – less than 6 months
Social Media Now Facebook - 850 million users Twitter - 500 million users Linked In - 150 million users YouTube - 500 million users Google+ - 90 million users Pinterest – 10 million users Blogs - 150 million Other - My Space, Flickr, Yelp, Yammer Medical – Sermo, Medpedia, PPT
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A Day In the Internet Infographic
Demonstrates the power and reach of the internet
http://www.mbaonline.com/a-day-in-the-internet/
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Hospital Usage U.S. Hospitals that use Social Networking tools 1,229 Hospitals total 575 YouTube Channels 1068 Facebook pages 814 Twitter Accounts 566 LinkedIn Accounts 946 Four Square 149 Blogs 55 Google + Circle
4,173 Hospital Social Networking Sites
Source: http://ebennett.org/hsnl/#ixzz1t1Q0KAV5
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Types of Social Media Facebook Twitter Linked In YouTube Google + Pinterest Four Square My Space Flickr Tumblr Yelp Yammer Blog Website Medical
Sermo Medpedia PPT
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Why Use Social Media? My Top Ten Reasons
Branding
Marketing
Patient and Self -Education
Community Outreach
Innovation
Loyalty
Growth
Interest/Interaction/Engagement
Networking/Messaging
Direct Access
My Experience
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My Social Media Usage Facebook
Facebook.com/drjerath Facebook.com/optimawhc
Twitter Twitter.com/drjerath Twitter.com/optimawhc
YouTube Youtube.com/doctorjerath
Linked In Linkedin.com/in/drjerath
Google + Gplus.to/drjerath Gplus.to/optimawhc
Pinterest Pinterest.com/drjerath Pinterest.com/optimawhc
Blog Drjerath.com
Website Optimawomenshealthcare.com
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My Content Women’s health My ob/gyn practice Baby photos (with patient consent) Pregnancy tips Medical issue in the news General medicine Healthcare reform Health awareness promotion Trivia – OptimaWHC Healthe-Challenge Sports Politics World news Fashion
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My Costs & Investment FREE
Time is money
Time investment Full-time ob/gyn, patients come first
3 months solid to get started
Maintenance 1-2 hours/week
Minimal website and blog hosting fee < $20/month
Marketing Most practices 5-10% of revenue
I spend < $1000/year
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My Success One of the first physicians locally with extensive social media involvement
New physician in new market/community
Marketing and growth opportunity
New patients
Creating a brand and credibility
Develop and maintain loyalty
Provide transparency
Patient and community outreach and education
Ability to be a resource
Patient interaction and word of mouse
Direct physician access
Positive image
Exponential growth
Increased online visibility
Higher SEO
Network with other colleagues
New opportunities
Considered a local #hcsm expert and pioneer
Writing articles, interviews, blogs, presentations, consulting
Staff involvement
FUN
Over 5000 social media connections
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My ROI
25
10
40
25
Patient Referral Sources
COG Patients
Print/Other
Referrals
Social Media
My Positive Exposure
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Facebook.com/greenwaymedical
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Doctors and Social Media: should the two mix?
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Doctors and Social Media: should the two mix? http://exm.nr/jZpc9w Another local doctor that tweets frequently is Dr. Vandna Jerath, MD of
Optima Women's Healthcare. She tweets both about what's going on in the women's health field locally and on a more global scale, showing that she keeps up-to-date with current medical knowledge. She also engages people on a personal level, whether they are patients or not. For example, awhile back a rather touchy, and often considered controversial, subject came up. When differing points of view were presented, she didn't attack or say anything resembling "I'm a doctor so what I say is the only thing that matters," like many doctors I have encountered. She addressed each point of view from an honest perspective and even acknowledged that, in some cases, what is right for one family may not be right for another. I admit that I was very impressed by this.
I'm not a patient of either of these doctors but I follow them, regardless, as the information that they share can be helpful, especially in the case of Dr. Jerath.
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Facebook Tips for Doctors’ Offices and Medical Practices
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Facebook Tips for Doctors’ Offices and Medical Practices
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Facebook Tips for Doctors’ Offices and Medical Practices http://bit.ly/rqZiOa Be a source of health tips or medical news Answer a medical question in general terms, suggest an appointment Answer common questions coming in to the office Answer a patient billing complaint Always thank patients for endorsements (it encourages more) Show benefits and answer questions about a therapy Show a specific expertise Show a new or improved piece of technology Show an educational video Introduce or recognize doctors and staff Introduce or recognize doctors and staff Show some personality of your office Offer an educational or inspirational contest on Facebook Ask a question with Facebook’s polling function Make a seasonal or short-time offer Promote your patient portal or blog Show community spirit — let your page be a neighborhood bulletin board
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Physician Social Media Users Say ROI is Real - http://bit.ly/ulufhp
My Social Media
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Facebook.com/drjerath
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Facebook.com/drjerath
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Facebook.com/drjerath
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Facebook.com/drjerath
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Facebook.com/drjerath
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Facebook.com/drjerath
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Facebook.com/optimawhc
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Facebook.com/optimawhc
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Facebook.com/optimawhc
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Facebook.com/optimawhc
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Facebook.com/optimawhc
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Facebook.com/optimawhc
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Facebook.com/optimawhc
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Facebook.com/optimawhc
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Facebook.com/optimawhc
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Facebook.com/optimawhc
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Facebook.com/optimawhc
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Twitter.com/drjerath
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Twitter.com/drjerath
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Twitter.com/drjerath
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Twitter.com/drjerath
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Twitter.com/optimawhc
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Linkedin.com/in/drjerath
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Youtube.com/doctorjerath
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Gplus.to/drjerath
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Gplus.to/optimawhc
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Pinterest.com/drjerath
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Pinterest.com/drjerath
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Drjerath.com
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Drjerath.com
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Optimawomenshealthcare.com
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Optimawomenshealthcare.com
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Optimawomenshealthcare.com
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Optimawomenshealthcare.com
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Optimawomenshealthcare.com
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Optimawomenshealthcare.com
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Optimawomenshealthcare.com
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New Website - draft
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New Website - draft
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New Website - draft
Getting Started
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Getting Started Getting started
Challenging Overwhelming Can be done on your own Inexpensive Investment of time
Use local resources Social Media 101 workshop Professional internet, SEO, marketing companies Read blogs and advice on the internet Try it, experiment and learn Keep learning Work in progress Have fun – it is NOT a chore
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Simple Steps Set-up Google alert Set-up Google analytics Set-up website Identify who can manage your social media Have a social media policy Encourage the physicians to participate Start with a facebook practice page and tell your patients Expand from there Rotate content on your sites Engage your audience http://www.cdc.gov/healthcommunication/ToolsTemplates/SocialMed
iaToolkit_BM.pdf http://www.ama-assn.org/ama/pub/meeting/professionalism-social-
media.shtml
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Advertise your Social Media Business Cards Marketing Tell patients Newsletters Emails Postcards Brochures Patient Portal Flyers Encourage participation Encourage staff Create engagement and interaction
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Email Signature
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Brochure
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Your Concerns HIPAA compliance
Patient interaction
Patient consent
Boundaries
Medical Advice
Ethical Standards
Time consumption
Management of social media
Getting started
Future #HCSM
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Future of healthcare social media More physician involvement More hospital involvement More patient interaction and communication More collaborative networking Telemedicine Medical and Healthcare Apps Direct healthcare and medical advice Medical news Medical surveys Medical marketing Referrals Emergency and Disaster Information http://philbaumann.com/2009/01/16/140-health-care-uses-for-twitter/
Resources
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My Top Ten Tips Be yourself and be personable
Share, share, and share
Keep professional and ethical boundaries
Know why you are doing this and what your goals are
Know your audience
Engage your fans, patients, followers, supporters, & friends
Be a resource, leader, and expert
Listen, ask, acknowledge, and respond (don’t be self-absorbed) – keep learning
Keep branding and marketing
ALWAYS stay positive
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My Favorite Resources Socialmedia.mayoclinic.org Smedio.com Socialmediaexaminer.com Blog.Hubspot.com Healthissocial.com Business.twitter.com Chrisbrogan.com Problogger.com Copyblogger.com Ebennett.org Mashable.com Kevinmd.com
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Facebook Page Timeline Cheat Sheet - Infographic Everything you need to know to get started with or
manage a business facebook timeline page
6 steps from Hubspot
Read more: http://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspx#ixzz1t2Pj4m00
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Facebook Page Timeline Cheat Sheet
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Facebook Page Timeline Cheat Sheet
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Facebook Page Timeline Cheat Sheet
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Facebook Page Timeline Cheat Sheet
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Contact Information Vandna Jerath, MD
Optima Women’s Healthcare Sierra Medical Office Building Parker Adventist Hospital Campus 9399 Crown Crest Blvd, Suite 450 Parker, CO 80138 303.805.1807 P | 303.595.5390 F optimawomenshealthcare.com drjerath.com Email - [email protected]