Healthcare Social Media: using word of mouse to build a practice by educating, engaging, & empowering patients

4 Corners MGMA Conference

optimawomenshealthcare.com

drjerath.com


Social Media Doctor Doctor heads to social media to find patients

9News Video

Profile story by Cheryl Preheim

November 4, 2011

http://on9news.tv/sjozH2

http://on9news.tv/sjozH2

General Information


Vandna Jerath, MD, FACOG FACOG - Board-Certified Private practice - 13 years Previously in Westminster/Thornton Recently relocated to Parker Adventist Hospital Full-scope obstetrics & gynecology Enjoy education and community outreach Disclosure – no affiliations Not a social media expert – just decided to try it

Now active user and advocate Now a local pioneer, expert, and resource Presentation for DMS, PAH, consulting, case studies drjerath.com


Optima Women’s Healthcare Services

Low and high risk obstetrics Minimally invasive gynecologic surgery Novasure and Thermachoice Endometrial ablation Essure sterilization Family planning and infertility Menopause and hormone replacement therapy Bladder retraining and incontinence surgery

Women’s health resource/expert Female empowerment Spa-like setting Individualized, personalized, and compassionate care optimawomenshealthcare.com


Learning Objectives Learn about social media, the variety of platforms, and

why it is so important

Learn how social media impacts healthcare and how you can benefit from healthcare social media.

Learn how to grow your practice (or promote other healthcare objectives) via word of mouse.

Overview


What is Social Media? A cocktail party or networking event

Microblogging or “small talk”

Collaborative online networking and communication Starting a conversation Developing a relationship Maintaining communication 60-90% people use internet for health related information Usage

Personal vs professional

Here to stay – NOT A TREND Strong growth and future Time to get on board


Inspiration “Profits are like oxygen. You need it to survive, but ultimately

what matters is passion, growth, and a higher purpose.” @zappos – Tony Hsieh, CEO

http://blogs.zappos.com/blogs/ceo-and-coo-blog/2009/01/25/how-twitter-can-make-you-a-better-and-happier-person “Transparency & Values: Twitter constantly reminds me of who I

want to be, and what I want Zappos to stand for” “Reframing Reality: Twitter encourages me to search for ways to

view reality in a funnier and/or more positive way” “Helping Others: Twitter makes me think about how to make a

positive impact on other people’s lives” “Gratitude: Twitter helps me notice and appreciate the little things

in life”

http://blogs.zappos.com/blogs/ceo-and-coo-blog/2009/01/25/how-twitter-can-make-you-a-better-and-happier-person


























Growth and Reach of Social Media To reach 50 million users

Radio - 38 years TV - 13 years Internet - 4 years Facebook – less than 6 months

Social Media Now Facebook - 850 million users Twitter - 500 million users Linked In - 150 million users YouTube - 500 million users Google+ - 90 million users Pinterest – 10 million users Blogs - 150 million Other - My Space, Flickr, Yelp, Yammer Medical – Sermo, Medpedia, PPT


A Day In the Internet Infographic

Demonstrates the power and reach of the internet

http://www.mbaonline.com/a-day-in-the-internet/











Hospital Usage U.S. Hospitals that use Social Networking tools 1,229 Hospitals total 575 YouTube Channels 1068 Facebook pages 814 Twitter Accounts 566 LinkedIn Accounts 946 Four Square 149 Blogs 55 Google + Circle

4,173 Hospital Social Networking Sites

Source: http://ebennett.org/hsnl/#ixzz1t1Q0KAV5

http://ebennett.org/hsnl/


Types of Social Media Facebook Twitter Linked In YouTube Google + Pinterest Four Square My Space Flickr Tumblr Yelp Yammer Blog Website Medical

Sermo Medpedia PPT


Why Use Social Media? My Top Ten Reasons

Branding

Marketing

Patient and Self -Education

Community Outreach

Innovation

Loyalty

Growth

Interest/Interaction/Engagement

Networking/Messaging

Direct Access

My Experience


My Social Media Usage Facebook

Facebook.com/drjerath Facebook.com/optimawhc

Twitter Twitter.com/drjerath Twitter.com/optimawhc

YouTube Youtube.com/doctorjerath

Linked In Linkedin.com/in/drjerath

Google + Gplus.to/drjerath Gplus.to/optimawhc

Pinterest Pinterest.com/drjerath Pinterest.com/optimawhc

Blog Drjerath.com

Website Optimawomenshealthcare.com

http://facebook.com/drjerath

http://twitter.com/drjerath

http://gplus.to/drjerath

http://pinterest.com/drjerath

http://linkedin.com/in/drjerath

http://drjerath.com/

http://facebook.com/optimawhc

http://twitter.com/optimawhc

http://gplus.to/optimawhc

http://pinterest.com/optimawhc

http://youtube.com/doctorjerath

http://optimawomenshealthcare.com/


My Content Women’s health My ob/gyn practice Baby photos (with patient consent) Pregnancy tips Medical issue in the news General medicine Healthcare reform Health awareness promotion Trivia – OptimaWHC Healthe-Challenge Sports Politics World news Fashion


My Costs & Investment FREE

Time is money

Time investment Full-time ob/gyn, patients come first

3 months solid to get started

Maintenance 1-2 hours/week

Minimal website and blog hosting fee < $20/month

Marketing Most practices 5-10% of revenue

I spend < $1000/year


My Success One of the first physicians locally with extensive social media involvement

New physician in new market/community

Marketing and growth opportunity

New patients

Creating a brand and credibility

Develop and maintain loyalty

Provide transparency

Patient and community outreach and education

Ability to be a resource

Patient interaction and word of mouse

Direct physician access

Positive image

Exponential growth

Increased online visibility

Higher SEO

Network with other colleagues

New opportunities

Considered a local #hcsm expert and pioneer

Writing articles, interviews, blogs, presentations, consulting

Staff involvement

FUN

Over 5000 social media connections


My ROI

25

10

40

25

Patient Referral Sources

COG Patients

Print/Other

Referrals

Social Media

My Positive Exposure


Facebook.com/greenwaymedical


Doctors and Social Media: should the two mix?


Doctors and Social Media: should the two mix? http://exm.nr/jZpc9w Another local doctor that tweets frequently is Dr. Vandna Jerath, MD of

Optima Women's Healthcare. She tweets both about what's going on in the women's health field locally and on a more global scale, showing that she keeps up-to-date with current medical knowledge. She also engages people on a personal level, whether they are patients or not. For example, awhile back a rather touchy, and often considered controversial, subject came up. When differing points of view were presented, she didn't attack or say anything resembling "I'm a doctor so what I say is the only thing that matters," like many doctors I have encountered. She addressed each point of view from an honest perspective and even acknowledged that, in some cases, what is right for one family may not be right for another. I admit that I was very impressed by this.

I'm not a patient of either of these doctors but I follow them, regardless, as the information that they share can be helpful, especially in the case of Dr. Jerath.

http://exm.nr/jZpc9w

http://twitter.com/DrJerath


Facebook Tips for Doctors’ Offices and Medical Practices


Facebook Tips for Doctors’ Offices and Medical Practices


Facebook Tips for Doctors’ Offices and Medical Practices http://bit.ly/rqZiOa Be a source of health tips or medical news Answer a medical question in general terms, suggest an appointment Answer common questions coming in to the office Answer a patient billing complaint Always thank patients for endorsements (it encourages more) Show benefits and answer questions about a therapy Show a specific expertise Show a new or improved piece of technology Show an educational video Introduce or recognize doctors and staff Introduce or recognize doctors and staff Show some personality of your office Offer an educational or inspirational contest on Facebook Ask a question with Facebook’s polling function Make a seasonal or short-time offer Promote your patient portal or blog Show community spirit — let your page be a neighborhood bulletin board

http://t.co/p5GvA2oo


Physician Social Media Users Say ROI is Real - http://bit.ly/ulufhp

http://bit.ly/ulufhp

My Social Media


Facebook.com/drjerath












Facebook.com/optimawhc






















Twitter.com/drjerath








Twitter.com/optimawhc


Linkedin.com/in/drjerath


Youtube.com/doctorjerath


Gplus.to/drjerath


Gplus.to/optimawhc


Pinterest.com/drjerath


Pinterest.com/drjerath


Drjerath.com


Drjerath.com


Optimawomenshealthcare.com














New Website - draft


New Website - draft


New Website - draft

Getting Started


Getting Started Getting started

Challenging Overwhelming Can be done on your own Inexpensive Investment of time

Use local resources Social Media 101 workshop Professional internet, SEO, marketing companies Read blogs and advice on the internet Try it, experiment and learn Keep learning Work in progress Have fun – it is NOT a chore


Simple Steps Set-up Google alert Set-up Google analytics Set-up website Identify who can manage your social media Have a social media policy Encourage the physicians to participate Start with a facebook practice page and tell your patients Expand from there Rotate content on your sites Engage your audience http://www.cdc.gov/healthcommunication/ToolsTemplates/SocialMed

iaToolkit_BM.pdf http://www.ama-assn.org/ama/pub/meeting/professionalism-social-

media.shtml

http://www.cdc.gov/healthcommunication/ToolsTemplates/SocialMediaToolkit_BM.pdf

http://www.cdc.gov/healthcommunication/ToolsTemplates/SocialMediaToolkit_BM.pdf

http://www.ama-assn.org/ama/pub/meeting/professionalism-social-media.shtml








Advertise your Social Media Business Cards Marketing Tell patients Newsletters Emails Postcards Brochures Patient Portal Flyers Encourage participation Encourage staff Create engagement and interaction


Email Signature


Brochure


Your Concerns HIPAA compliance

Patient interaction

Patient consent

Boundaries

Medical Advice

Ethical Standards

Time consumption

Management of social media

Getting started

Future #HCSM


Future of healthcare social media More physician involvement More hospital involvement More patient interaction and communication More collaborative networking Telemedicine Medical and Healthcare Apps Direct healthcare and medical advice Medical news Medical surveys Medical marketing Referrals Emergency and Disaster Information http://philbaumann.com/2009/01/16/140-health-care-uses-for-twitter/

http://philbaumann.com/2009/01/16/140-health-care-uses-for-twitter/











Resources


My Top Ten Tips Be yourself and be personable

Share, share, and share

Keep professional and ethical boundaries

Know why you are doing this and what your goals are

Know your audience

Engage your fans, patients, followers, supporters, & friends

Be a resource, leader, and expert

Listen, ask, acknowledge, and respond (don’t be self-absorbed) – keep learning

Keep branding and marketing

ALWAYS stay positive


My Favorite Resources Socialmedia.mayoclinic.org Smedio.com Socialmediaexaminer.com Blog.Hubspot.com Healthissocial.com Business.twitter.com Chrisbrogan.com Problogger.com Copyblogger.com Ebennett.org Mashable.com Kevinmd.com


Facebook Page Timeline Cheat Sheet - Infographic Everything you need to know to get started with or

manage a business facebook timeline page

6 steps from Hubspot

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspx#ixzz1t2Pj4m00

http://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspx























Facebook Page Timeline Cheat Sheet








Contact Information Vandna Jerath, MD

Optima Women’s Healthcare Sierra Medical Office Building Parker Adventist Hospital Campus 9399 Crown Crest Blvd, Suite 450 Parker, CO 80138 303.805.1807 P | 303.595.5390 F optimawomenshealthcare.com drjerath.com Email - [email protected]

Health & Medicine

Healthcare Social Media: using word of mouse to build a practice by educating, engaging, & empowering patients