Starting the Conversation: An Introduction to Using Social Media In Healthcare Mary Pat Whaley, FACMPE Abraham C. Whaley

Defining Social Media ✉ ✉ Long Version: Social Media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in conversations between authors, people, and peers. ✉ Short Version: Any tool or service that uses the Internet to facilitate conversations

“Our practice doesn’t use social media because…” ✉ We don't have control over what people might say about us. ✉ We risk HIPAA and PHI violations with social media. ✉ There is no return on investment with social media. ✉ People don't use social media to choose healthcare providers.

Why should we care about social media? ✉ Face-to-face visits are increasingly accompanied by additional phone and electronic healthcare and administrative services: ✉ Prescription requests ✉ Forms completion ✉ Questions (stimulated by available info)

Why should we care about social media? ✉ There is an increasing emphasis on patient education and wellness: ✉ Smoking cessation ✉ Support groups ✉ Home monitoring ✉ Customized education

Why should we care about social media? ✉ There are not enough caregivers to meet needs now and in the future: ✉ Telemedicine ✉ Family caregivers ✉ eVisits ✉ Personal responsibility for health

Why should we care about social media? ✉ Reimbursement will be based on outcomes ✉ Patient satisfaction ✉ Disease management ✉ Payment for episodic and bundled care ✉ ACOs ✉ Move from payment for patient volume to payment for group patient management (capitation revisited) ✉ Publically-reported performance (competition)

Start With Your Website ✉ Your website is the ✉ Your website is the electronic center of your practice, your digital home, your virtual front desk. ✉ Add one SM piece at a time, we suggest you start with a blog. ✉ Your webmaster can add a WordPress or Blogger blog to your existing site very easily. Make sure patients can comment on your blog (it’s a conversation!) ✉ Once your blog is running, add YouTube videos of your physicians and other providers introducing themselves and answering questions. Self-produced is better. ✉ Add your FB page last and use software to make it attractive and consistent with your website. ✉ Don’t forget to LISTEN and respond.

How does it all work together? YouTubeBlogging Faceboo k Twitter Informatio n Interactivit y Your Story Relationsh ip

Social Media ground rules ✉ ✉ Be likable ✉ ✉ Be trustworthy ✉ ✉ Be transparent ✉ ✉ Be approachable ✉ ✉ Be thankful ✉ ✉ Create value

Social Media: your daily workflow ✉ ✉ Create alerts to notify you via when you have comments on your blog, FB, YT or Twitter. ✉ ✉ Check your stats and note how people find you – what are the terms they are using to search? Use this to help develop content. ✉ ✉ Create content (news item, Q&A, announcement) ✉ ✉ Post content. ✉ ✉ Respond to every comment; delete inappropriate comments. ✉ ✉ Consistency is key. Make a schedule and stick to it.

Social Media: A daily workflow DAYBLOGFBYTTWITTER Monday ✔✔ Tuesday ✔ Wednesday ✔ Thursday ✔✔ Friday ✔

Social Media: finding the capacity ✉ Once you get into the flow, 30 minutes a day will do it. ✉ Delegate some parts to staff. ✉ Have a contract worker help you. ✉ ✉ Hire a ghost blogger. ✉ ✉ Purchase/borrow content from your professional society – always attribute. ✉ Use every piece of content three times: Blog, FB, YT

Social Media and HIPAA “ We already have guidelines; social media is simply another form of communication. It’s no different from e- mail or talking to someone in an elevator,” Bennett said. “The safe advice is to assume anything you put out on a social media site has the potential to be public.” “Found in Cache” Social Media resources for health care professionals

Benefits of social media ✉ Introduce new providers and services quickly ✉ Reduce marketing costs ✉ Invite customers to communicate about problems, leading to greater customer retention ✉ Greater market influence and brand awareness ✉ Improved collaboration across departments and improved knowledge bases – teamwork! ✉ Growth in the top line and savings in the bottom line rules-for-social-business

Resources ✉ Social Media category on Manage My Practice ✉ Sign up on MMP to get new posts to your ✉ Click on the “Hello Bar” for this slide presentation and the links used in the program ✉ Contact us if we can help you/your practice get started or advance in social media

Resources AMA Social Media Guidelines assn.org/ama/pub/news/news/social-media-policy.shtml AMA Social Media Guidelines assn.org/ama/pub/news/news/social-media-policy.shtmlhttp:// assn.org/ama/pub/news/news/social-media-policy.shtmlhttp:// assn.org/ama/pub/news/news/social-media-policy.shtml Ohio State Medical Association Ohio State Medical Association CDC Social Media Toolkit CDC Social Media Toolkit Dose of Digitals Wiki of Healthcare Communities and Websites pharma-social-media-wiki/ Dose of Digitals Wiki of Healthcare Communities and Websites pharma-social-media-wiki/ pharma-social-media-wiki/ pharma-social-media-wiki/ Pew Internet and American Life Project Pew Internet and American Life Project Mayo Clinic Center for Social Media Mayo Clinic Center for Social Media Manage My Practice media-2/ Manage My Practice media-2/ media-2/ media-2/

QUESTIONS? Mary Pat WhaleyAbraham You can also find MMP onFacebook