social media for healthcare leaders - evms 2015.09.23
TRANSCRIPT
Social Media for Healthcare Leaders
Matt Hawkins, MDAssistant Professor – Emory University SOM
Eastern Virginia Medical SchoolInternal Medicine Grand Rounds – 2015.09.23
• Why should physician leaders have an online social presence?
• What are the patterns of information flow on social networks?
• How can your practice implement a social media program?
• Why should physician leaders have an online social presence?
• What are the patterns of information flow on social networks?
• How can your practice implement a social media program?
Patients will Google You
Patients will Google You
Curating Content
Curating Content
85%of US adults use the
internet
Curating Content
72%of US adults use the internet for health
information
Curating Content
24%of US adults post
about their health
Curating Content
27%of US adults post REVIEWS about
medical experiences
Our patients have already formed an opinion about us
before we meet them.
Social Media is also a
Resource
PATIENTS
PATIENT ADVOCACY GROUPS
HEALTH-POLICY EXPERTS
A Sample of Healthcare Groups
• #BCSM (breast-cancer social media)
• #LCSM (lung-cancer social media)
• #HCLDR (healthcare leaders)
• #HITsm (health IT social media)
• #MedEd (medical education)
• #BTSM (brain tumor social media)
http://www.symplur.com/healthcare-hashtags/ontology/radiology/
CLINICAL Scientific Disciplines#OncoRad Oncologic radiology #MolRad Molecular imaging
#IRad Vascular interventional Radiology #RadPhys Radiology physics
#IROnc Interventional Oncology #RadHSR Radiology Health Services Research
#PedsRad Pediatric Radiology #RadLeaders Radiology leadership
#HNRad Head/Neck Radiology #FOAMRad Free-open access radiology education
#NeuroRad Neuro Radiology #RadRes Issues pertinent to trainees and education
#NucMed Nuclear Medicine #GlobalRad Global Radiology
#MSKRad Musculoskeletal Radiology #RadSafety Radiation safety
#AbdRad Abdominal Radiology #RadQI Radiology quality improvement
#CVRad Cardiovascular imaging #HITRad Radiology informatics#ChestRad Chest Radiology #TeleRad Teleradiology
#MRI MRI #POCUS Research related to point-of-care US
#CTRad Computed Tomography #radiology Generic reference to radiology
#USRad Ultrasound #RadCME CME offerings in radiology
#Mammo Mammography #RadEcon Radiology economics#OBRad Obstetrics Radiology #RadPolicy Radiology health policy#EMRad Emergency Radiology #MSKUS MSK Ultrasound
Physicians on Twitter
• Currently tracking 889 US Radiologists on Twitter• 167k tweets in 2014 (~500/day)• Average doc tweets 1.06x/Day
Physicians on Twitter
• 947 Emergency Medicine Physicians• 1342 Pediatricians
Courtesy of Greg Matthews (MDigitalLife)
Why should physician leaders have an online
social presence?
•Be discoverable•Control your personal brand•Help your patients•Build your information
network
• Why should physician leaders have an online social presence?
• What are the patterns of information flow on social networks?
• How can your practice implement a social media program?
90:9:1rule
“Less than 1% of Twitter adoptions occur beyond more than one degree from the seed.”
“Zero adoptions have 90% adoption beyond one degree.”
“Vast majority of adoptions do not result from multi-step diffusion.”
“The most popular online products and ideas grow through person-to-person communication.”
“Only after tracing the propagation of over 1 billion pieces of content can we collect enough examples of large, viral cascades
to observe their subtle properties.”
“User generated content exhibits a stronger impact than marketer-generated content on consumer purchase behavior.”
• Why should physician leaders have an online social presence?
• What are the patterns of information flow on social networks?
• How can your practice implement a social media program?
Implementation Strategy
Department Blog• Purpose
The CCHMC Radiology department’s social media presence will serve as a medium for information dissemination
regarding pediatric radiology to all members of the public, increase the department’s worldwide exposure, and establish our status as the world’s leader in quality, safety, informatics,
academics, and patient care in pediatric radiology.
Implementation Strategy
Department Blog• Purpose
The CCHMC Radiology department’s social media presence will serve as a medium for information dissemination
regarding pediatric radiology to all members of the public, increase the department’s worldwide exposure, and establish our status as the world’s leader in quality, safety, informatics,
academics, and patient care in pediatric radiology.
Implementation Strategy
Department Blog• Purpose
The CCHMC Radiology department’s social media presence will serve as a medium for information dissemination
regarding pediatric radiology to all members of the public, increase the department’s worldwide exposure, and establish our status as the world’s leader in quality, safety, informatics,
academics, and patient care in pediatric radiology.
Implementation Strategy
Department Blog• Purpose
The CCHMC Radiology department’s social media presence will serve as a medium for information dissemination
regarding pediatric radiology to all members of the public, increase the department’s worldwide exposure, and establish our status as the world’s leader in quality, safety, informatics,
academics, and patient care in pediatric radiology.
Implementation Strategy
Department Blog• Content Committee• Governance Committee• Structure
Implementation StrategyDepartment Blog• Content Committee• Governance Committee• Structure
Implementation Strategy
Department Blog• Content Committee• Governance Committee• Structure• How do we do it? (1 per week)
• Research (1 per week)
• What makes us different?/Why do we do that? (1 per week)
• Meet the team (1 per 2 weeks)
• Patient stories (1 per 2 weeks)
Implementation Strategy
Department Blog• Content Committee• Governance Committee• Structure
Implementation StrategyDepartment Blog• Content Committee• Governance Committee• Structure• Length of text posts• Length of videos• Interview format
Challenges to Implementation
Local politics
Challenges to Implementation
Local politics
Blog design Marketing
Enterprise message
Hospital social media presence
Implementation Summary• Goal = Sustainable and politically
appropriate social media presence
• Content • Consider a content committee
• Governance committee• Daily social media management• Manage relationships with local marketing
team
What about the MONEY?
Case Study: MGH Mammography
Nov Dec Jan Feb
Start date: Nov 20
End date: Feb 28
Case Study: MGH
Case Study: MGH• >2.3M impressions from
Google and FB• Geotargeting women >37
• 6.2K visitors to scheduling page• ~77% of total traffic
Case Study: MGH• 50 phone calls to request a
mammogram
• 525 new Facebook fans
Case Study: MGH• Of the ~8K visitors to scheduling page – 80% paid traffic» 81% from Facebook» 19% from Google
– 20% unpaid traffic» 73% from Google» 7% direct
Case Study: MGH• Of the ~8K visitors to scheduling page – 54% of all traffic on a mobile device » 30% on phone» 24% on tablet
– 62% of paid traffic from a mobile device» 34% on phone» 28% on tablet
– 30% of unpaid traffic from a mobile device» 14% on phone» 16% on tablet
Case Study: MGH
8000 visitors335
scheduling submissions
300 exams
4% conversion
Case Study: MGH• Facebook outperformed Google for traffic– Greater reach– Increased Facebook fan base (primarily mobile
users)
• Google outperformed Facebook for conversions– 9% conversion rate during Google-only month (Dec)– 2 – 5% conversion rate during Facebook-dominant
months (Jan and Feb)
• Why should physician leaders have an online social presence?
• What are the patterns of information flow on social networks?
• How can your practice implement a social media program?
Since then:
• ACEP US group has issued a statement that POCUS is not an extension of the physical exam
Since then:
thank you
