Can Social Media Save Lives?

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Can Social Media Save Lives?

The Digital Transformation of Healthcare

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Marc Monseau, MDM CommunicationMarc Monseau is the founder of MDM Communication, an independent consultancy focused on providing marketing and public relations communications advice counsel to help companies find their voice in the digital world. Marc created MDM after spending 14 years at Johnson & Johnson, most recently as Director of Corporate Communication and Social Media for Johnson & Johnson where he was responsible for a wide range ofactivities related to the social web, including launching the company’s official blog, and Twitter account, @JNJComm.

Meghan M. Hannes, CyberFactorsMeghan Hannes is the Director of CyberFactors and possesses nearly 10 years of cyber underwriting experience, designing and pricing privacy, network security, and intellectual property insurance programs for Fortune 500 companies and 1B+ organizations. Meghan carries extensive knowledge of regulatory, legal and financial exposures presented by advancements in technology, all acquired during her time as a senior underwriter at Chubb Group of Insurance Companies and The Hartford.

Mark Ryan, MDDr. Mark Ryan works at the Department of Family Medicine, Virginia Commonwealth University Medical Center and is also a member of the Mayo Clinic Center for Social Media Advisory Board. Mark is interested in how social media can support development of collaborations and partnerships across distances, and how social media can be used to promote patient empowerment, health and wellness, increased access to medical care, and patient-centered care. He is an active participant in the #hcsm and #MDchat Twitter chats, and is a contributor to the Social Media Healthcare blog.

Jake Wengroff, Moderator, Frost & SullivanJake Wengroff is the Global Director of Social Media Strategy and Research for Frost & Sullivan. Jake evaluates the various technologies, vendors, influencers, vertical markets, and end-users in the social media ecosystem, providing guidance in Frost & Sullivan’s Market Engineering studies, Market Insights, Best Practices research, white papers, and other research.

About the Panel

Social Media Usage within Healthcare Institutions

Source: Frost & Sullivan analysis.

Three-quarters of the surveyed healthcare providers report using social media within their institutions. The reasons for not using social media typically are related to security issues and concerns over employees’ productivity.

Q6. Are social media used in your institution at all?Q7. Why, as far as you know, are social media not used in your institution?

Jake Wengroff, Frost & [email protected]@JakeWengroff @Frost_Sullivan

Are Institutions’ Expectations Being Met by Social Media?

Among the largest proportion of healthcare professionals, social media are perceived as meeting or exceeding expectations (60%). However, roughly one-quarter of healthcare professionals do not know whether they meet expectation or not (possibly because the expectations are not yet defined).

Source: Frost & Sullivan analysis.Q14. How is the use of social media generally meeting your institution’s expectations?


Oversight of Institutions’ Social Media Policies

Nearly the majority of institutions using social media have central oversight of social media policies and procedures. Information Technology and Marketing / Public Relation departments usually are involved in central oversight.

Source: Frost & Sullivan analysis.Q22. Who in your institution is responsible for the oversight of social media policies and procedures?Q23. Which functional area(s) is/are responsible for overseeing social media policies and procedures?


People Turning Online for Health

61% of Americans go online for health information

41% of e-patients have read someone else's commentary or experience about health or medical issues on an online news group, website, or blog.

24% of e-patients have consulted

rankings or reviews online of doctors or other providers.

69% of HCPS us the Internet/handheld device for professional purposes.

43% of HCPs strongly agree that the Internet is

essential to professional practices

*Susanna Fox, The Social Life of Health Information, Pew Internet and American Life Project, June, 2009 Manhattan Research Taking the Pulse: Physicians and Emerging Information Technologies, v. 10 2010

MDM Communication [email protected]@mdmonseau

Opportunities for HC Companies

Encourage direct dialog between companies, products and brands with different stakeholders

Create relationships with key online influencers

Identify deep insights about the people who use the company’s products and services


Responsible Policies

Create policies that reflect all regulations and laws

Establish policies that enable responsible engagement

• Advance health literacy • Serve public health

Train staff to ensure compliance


Our Approach

www.jnjbtw.com 2007

Introduce more complexity, build confidence

www.kilmerhouse.com 2006

Start small, start simple, prove the concept

2007 / 2008 / 2009

Supporting complex, strategic programs

Content

Regulatory

Content Team

Decides

Legal

Management

Outside predefined

scope

Within predefined

scope

Publication

“Guardrails” Streamlined Approval for Managing Content

PR

Streamline Processes

Managing “Own” sites/communities• Simple copy approval process – “Guardrails”• Moderation system• Empower teams to make decisions

Engaging with 3rd party sites• Listening” platforms/approaches• Engagement process• Designate a “voice” of the company



Multiple Platforms

• McNeil Pediatrics created first compliant

API on internal J&J technology• Strategic controls for compliance• Opt-in Privacy, Posting policies

• Compliant internal workflow supported by

cross-functional team model

• Built to mimic Facebook “comment wall”

ADHD Moms: Creating Controls for Compliance


•E-patient: not an abbreviation for “electronic patient”.

•Equipped, enabled, empowered, engaged, equals, emancipated and experts.

•E-patients use internet resources and social media to educate themselves and others and to enhance health care for patients (and for providers).

Why this matters: e-patients

Dr. Mark Ryan@Richmonddoc

•The goals of empowering patients, developing collaborative relationships between pts and HCPs align with the concept of the patient-centered medical home (PCMH):

•“Enhanced access to care is available through systems such as open scheduling, expanded hours and new options for communication between patients, their personal physician, and practice staff.”

Why this matters: communication


•According to National Research Corp’s Ticker survey reported in Feb 2011:

–1/5 Americans use social network sites to find health information—94% Facebook, 32% YouTube, 18% Twitter.–1/4 reported this info was “likely” or “very likely” to impact health care decisions.–1/3 reported “high” or “very high” level of trust; only 7.5% reported “very low” level of trust.

Why this matters


•Health 1.0: Health care providers (HCPs) control medical information, provide information to pts, and direct treatment.

•Health 2.0: Pts become increasingly involved in care, asking questions of HCPs, collaborating in treatment.

Why this matters: Health 2.0


•In other words, in health 2.0 communication crosses in all directions between patients, patient advocates, HCPs, etc.

•This communication includes user generated content in which individuals produce the material being distributed.

•The goal is to enhance individuals’ health and health care.

•Participatory health care.

Why this matters: Health 2.0


•Privacy (yours and the patient’s). Remember what is visible by the public.

•Cannot practice medicine in this setting.

•Not reimbursed.

•No standards of use or official“best practices”. The AMA guidelines are not much help, and do not encourage use.

•Role is still developing: wider use within patient communities, variable interest for provider/patient communication.

Cautions


•Envision how social media could change health care delivery:–Broadcast important public health information.–Answer general medical questions and be a resource to the community for general topics.

–Advocacy.

Potential


•Envision how social media could change health care delivery:–Send disease-specific reminders (Have you checked your blood sugar? Have you taken your medicine?); patients can choose to receive Tweets or Facebook updates as text messages.–Some evidence that text message reminders can improve adherence and patient satisfaction.

Potential


•Envision how social media could change health care delivery:–Use Facebook or Twitter DMs to ask patients to contact the office.–If/when secure portals enter wider use, can refer patients directly into care via E-visits or other portal-based services.–Connecting social media into personal communication (SMS/text messages and portals) will maximize potential.

Potential


•Help patients find necessary resources, including free clinic services, health fairs, and dental screenings.

•Can have a personal Twitter account and a professional/practice Twitter account, and use them for different purposes.

Potential


•Personal and professional benefits: I submitted two abstracts for talks (one PCMH, one STFM) with someone from Colorado I have had not actually met at that time; both were accepted.

•I collaborate on a blog with 2 people I have not met in person; the blog has 8,147 page views since we started last August 2011.

•I have made connections across the US and met Twitter acquaintances in real life.

•I learn something new and interesting most every day.

Potential


•Practice income: One orthopedist noted 14 patients in one month who found him via his web presence. This could easily represent $2,100 in charges.

•This could help convince health systems of the value of social media engagement.

Potential


• Empowering Patients• Medical information at lightening speed• Increased ‘reach’ with fewer resources• Lowered barrier to entry• what does this mean from an ‘information malpractice’

standpoint?

Social Media Changing Modality of Information Exchange

Meghan M. HannesCyberFactors

What is the True Economic Cost of Social Media ?

to: employees, doctors, patients, health systems, regulators, healthcare providers/suppliers

Over an ever changing Healthcare Regulatory environment


What the data tells us:Healthcare Sector has a heightened risk landscape

Number of Financial Loss Events Resulting from Regulatory Action


Where does your organization’s risk tax look like?

Cost to

Use

Cost to FailLow

High

Low High

??? ????

? ??


• Develop a Social media Policy: Include technology based safeguards as part of control implementation

• Know the parameters: How is HiTech and HIPAA rules affected by your company’s use of Social Media?

• Controls/Training with employees and physicians: Even misunderstandings can cause regulatory consequences; Frequency in training is just as important as content of training

• Its all about compliance: Ensure employees and physicians are well-versed in rules of social media engagement; Consider having registered medical staff as community managers

• Get it in writing: patient “opt-in” authorization anytime patient information is shared, displayed or utilized in a public forum setting.

• Understand your Risk Profile: Understand your organization’s relationship with technology: Who is using your site? Target audience? Highly controversial? High volume? Chat function activated?

Social Media Controls to consider


How to Participate

• Submit your questions in the GotoWebinar presentation window

• Follow along and share your thoughts on Twitter at #HWCwebcast

Thanks for Joining Us

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Health & Medicine

Can Social Media Save Lives?