John Sharp, MSSA, PMPManager, Research Informatics

Quantitative Health SciencesCleveland Clinic

Blog: http://ehealth.johnwsharp.com

Emerging Trends & Opportunities for Healthcare Organizations

to Leverage Web 2.0

Improve care self-management using Web 2.0 strategies & resources

Analyze the impact of Web 2.0 on healthcare stakeholders

Leverage Web 2.0 content to drive traffic to your site and customers to your facility

Explore the return on investment for these technologies

Introduction to Web 2.0 Self-care management Personal Health

Records Consumer-directed

healthcare Hybrid sites

Physician/provider tools

Recruitment Enterprise 2.0 Return on Investment Where to start

Core Principles of Web 2.0 The Web as Platform You control your own data Services, not packaged software Architecture of participation Cost-effective scalability Remixable data source and data

transformation Harnessing collective intelligence

O’Reilly.com

Blogs – own content Wiki – participatory content Google, Gmail, maps, Ajax

– enriching the user experience Social networking - MySpace Photo sharing, tagging - Flickr, del.icio.us Video, tagging, social network – Youtube Podcasting RSS – Real Simple Syndication –

subscribing to the you want content

5

From Web 2.0 to Health 2.0

First Health 2.0 conference – Sept. 2007

Application of Web 2.0 tools to health care, especially consumers

Social networks for those with the same condition

Blogs to record their experiences

Vertical search – healthcare-specific

Consumer Driven Healthcare Hospital and provider ratings

Is Web 2.0 appeal to a limited demographic?

Web 2.0 more popular with 18-25 year olds Facebook member growth from those over

35 Social networks for seniors Popularity of genealogy (ancestry.com) and

photo sharing among older adults Most common Healthcare consumers often

in the 45 and over

The Real Value of Web 2.0In Health Care Self-care management Consumer-directed health care Recruitment Physician/Provider networking Transparency

Selfcare Management - Health 2.0

PatientsLikeMe.com - Detail on condition

ProgressionRate

Health Care Blogs – Patients

Health Care Blogs - Physicians

Health-specific Search Engines Focus on vetted healthcare content Try to address the problem of a Google

search results of 37,500,000 or more Have extra tools which add value

◦ Health content◦ Blogs◦ News◦ Drug lookup

Vertical Search – Healia.com

Search features – Healia.com More general, more specific

Filter results

Search – Healthline.com

Health Experts – Value AddHealthline.com

Personal Stories - Cancer Survivors Network

Consumer-Directed Healthcare Finding affordable health insurance

Finding providers – cost and quality

Finding testing by mail

Insurance and Providers

Shopping for Care Packages Minneapolis/St. Paul

Consumer Genomics23andme.com

Google Spinoff

Video and Podcast

Cleveland Clinic HealthedgePodcasts

Personal Health Records100,000 users

Google Health

From PHR

Hybrid Sites – combine traditional features with Web 2.0 tools Traditional/vetted health content Health tools Videos, podcasts Health news Allows comments and ratings on all of the

above Blogs, personal websites Example – Revolution Health

RevolutionHealth.com

Looking For Partnerships

Physician/Provider Tools

For physicians only, provides profile, publications,clinical trials, and connections with others.

Physician Social Networks

Share Cases

Physician Social Networks Great potential for knowledge sharing,

solving rare cases Limited to physicians only – allows for more

openness Time challenge for physicians Opportunity to get referrals

◦ Based on profile◦ Based on publications◦ Based on clinical trials, research interests

Web 2.0 and Recruitment LinkedIn.com as an online business

networking and resume Nursing social networking sites as potential

recruitment tools Creating a blog, such as, a day in the life of

a nurse at our hospital Facebook and MySpace – pros and cons –

appeal to future generations?

RecruitmentLinkedIn.com Profile Connections Online contacts Make new connection

- introduced throughthose you know

Recruiters searchingfor managers, consultants

Enterprise 2.0 Using Web 2.0 tools within your

organization Healthcare is collaborative, so Web 2.0

especially social networking should fit However, healthcare is also conservative,

risk adverse Where is the value – knowledge sharing,

internal transparency, empower employees

Enterprise 2.0 – CEO Blog

Topics• health and wellness•Community Outreach•Smoking Cessation•Medical Innovation

Enterprise 2.0 – Wikis for knowledge sharing

Return on InvestmentDifficult to calculate More traffic to your website New patients – what are they worth? Nurse Recruitment – value of one candidate Clinical trial referrals Enhancing organization’s reputation Enhancing employee communication

What it takes Strategy – how does it fit into your Web and

new customer strategy Staffing – Marketing, IT, executive sponsor Use free Web 2.0 tools – YouTube, Blogger,

etc. Install your own tools – minimal expense

but need IT involvement Monitoring ROI – web traffic, monitoring,

approving comments, new patients/customers into your CRM system

Partnerships with existing Health 2.0 sites

Your Next Steps Try an RSS feed for Health news Signup for a social network related to

healthcare – revolution health, other Start a blog or comment on someone else’s

blog Consider how to develop virtual focus group How can these tools enhance your

organization’s reputation? Transparency, cutting edge, interested in customer opinions

Health 2.0 Conference

Home of the Startups

Questions

Join Us at the 13th Annual Health Management Congress

July 22-24, 2008, Lake Buena Vista, Florida

Receive a 20% discount to Health Management CongressUse priority code WEBINAR when you register

www.healthmanagementcongress.com