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

2. 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

3. “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.

4. 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)

5. 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

6. 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

7. 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)

8. Start With Your Website
✉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.

9. How does it all work together?
YouTube
Blogging
Facebook
Twitter
Information
Interactivity
Your Story
Relationship
Practice Website

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

11. 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.

12. Social Media: A daily workflow
DAY
BLOG FB YT
TWITTER
Monday ✔
Tuesday
Wednesday
Thursday
Friday

13. 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

14. Social Media and HIPAA
“We already have guidelines; social media is simply another form of communication. It’s no different from 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

15. 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

16. Resources ✉Sign up on MMP to get new posts to your email
✉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

17. QUESTIONS? 919.370.0504 919.370.0497 Mary Pat Whaley Abraham Whaley
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