Copyright 2010, Catholic Health Partners

Health Care Social Media SummitOctober 2011

Highlights

• 375 from 38 states and four countries

- E-patients, doctors, nurses, lawyers IT…

- as well as PR and marketing

Where does CHP stand?

• Early adoption of social media in healthcare has taken place

• More cautious organizations considering how to incorporate into their practices – if at all

• Many have adopted social media policies

- Leaders no longer block social media

What to measure

• Fans, friends and followers

• Reach, relationship and reputation

• Strength, sentiment and passion

100 ways to measure social media:http://www.marketerstudio.com/2009/11/100-ways-to-measure-social-media.html

- Driving growth goals

- Increasing satisfaction and loyalty

- Lowering marketing/communication costs

How to avoid legal issues

• Limit liability by clearly defining roles and responsibilities in social media policies and procedures

• Share your guidelines

• A patient can release own health info online under HIPAA, but you can’t release someone else’s without permission

How to avoid legal issues

• Prohibit employees from speaking anonymously about where they work (FTC endorsement/testimonial)

• NLRB – Employees have a right to post about working conditions or wages to, or on behalf of, co-workers

• Identify who can speak on behalf of your company.

One case study – Dozer the Dog

• Raised $25,000 for cancer charity

• 16,000 likes of Facebook page

• YouTube videos: 500,000 views

• http://youtu.be/Uo4MPO0TmXU