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An Exploratory Infodemiology Study on Electronic Word of Mouth on #Twitter About Physical Activity in the US

An Exploratory Infodemiology Study on Electronic Word of Mouth on #Twitter About Physical Activity in the US | Social Media and Healthcare | Scoop.it

Twitter is a widely used social medium. However, its application in promoting health behaviors is understudied.


In order to provide insights into designing health marketing interventions to promote physical activity on Twitter, this exploratory infodemiology study applied both social cognitive theory and the path model of online word of mouth to examine the distribution of different electronic word of mouth (eWOM) characteristics among personal tweets about physical activity in the United States.


This study used 113 keywords to retrieve 1 million public tweets about physical activity in the United States posted between January 1 and March 31, 2011. A total of 30,000 tweets were randomly selected and sorted based on numbers generated by a random number generator. Two coders scanned the first 16,100 tweets and yielded 4672 (29.02%) tweets that they both agreed to be about physical activity and were from personal accounts. Finally, 1500 tweets were randomly selected from the 4672 tweets (32.11%) for further coding. After intercoder reliability scores reached satisfactory levels in the pilot coding (100 tweets separate from the final 1500 tweets), 2 coders coded 750 tweets each. Descriptive analyses, Mann-Whitney U tests, and Fisher exact tests were performed.


Results: Tweets about physical activity were dominated by neutral sentiments (1270/1500, 84.67%). Providing opinions or information regarding physical activity (1464/1500, 97.60%) and chatting about physical activity (1354/1500, 90.27%) were found to be popular on Twitter.


Approximately 60% (905/1500, 60.33%) of the tweets demonstrated users’ past or current participation in physical activity or intentions to participate in physical activity. However, social support about physical activity was provided in less than 10% of the tweets (135/1500, 9.00%). Users with fewer people following their tweets (followers) (P=.02) and with fewer accounts that they followed (followings) (P=.04) were more likely to talk positively about physical activity on Twitter.


People with more followers were more likely to post neutral tweets about physical activity (P=.04). People with more followings were more likely to forward tweets (P=.04). People with larger differences between number of followers and followings were more likely to mention companionship support for physical activity on Twitter (P=.04).


Conclusions: Future health marketing interventions promoting physical activity should segment Twitter users based on their number of followers, followings, and gaps between the number of followers and followings.


The innovative application of both marketing and public health theory to examine tweets about physical activity could be extended to other infodemiology or infoveillance studies on other health behaviors (eg, vaccinations).


more at http://www.jmir.org/2013/11/e261/

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Social Media and Healthcare
Articles and Discussions on the intersection of Social Media and Healthcare.
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Social Media Implementation Checklist

Social Media Implementation Checklist | Social Media and Healthcare | Scoop.it

Set goals first. If traffic, leads and sales are part of the goal, then gotta have the next focus be on content creation. Then, using social to share. Can't get much value out of social unless you're actively creating, publishing and sharing content. 

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MARGARITA's curator insight, December 31, 2015 5:15 PM

Support our people

http://technomaxs.com/the-best-smart-phone-ever/


http://www.gogetfunding.com/our-children-burial

United Home Healthcare's curator insight, June 12, 12:29 PM
Being active on Social media can really help your company.
rob halkes's curator insight, September 15, 6:04 AM

You might think that after 10+ years, social media for healthcare is a self evident activity,! Nothing is less true, however ;-) But here's a checklist you need if you still need to sign up ;-) 


 

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A pediatrician was bullied by his fellow physicians on Twitter

A pediatrician was bullied by his fellow physicians on Twitter | Social Media and Healthcare | Scoop.it

#Tweetiatrician is a common hashtag used by pediatricians as a way I assumed to find advocates for children’s issues.

Recently, I used this hashtag to start a new Twitter account. I sought educated dialogue on Medicaid, health care reform, vaccination, and other pediatric topics.

 
I am a pediatric emergency medicine physician and consider myself a strong advocate for children and seldom agree with any political party. My advocacy work in many forms is not dissimilar to thousands of pediatricians. Clinically, I see the lack of access due to social issues, poor insurance reimbursement, ED overuse, and the challenge as we try to influence populations to care for themselves by simply brushing teeth, taking asthma medicine and stopping smoking.

 

 

My middle age does lend me to seek more perspective and not just prove myself right like my younger self.  I am frustrated by having to switch channels or read two articles to gain balance perspectives.  I look at politics like medicine and try to find evidence support with a focus on solutions.  Frankly, I thought all tweetiatricians would act the same.

I was wrong. I began to follow about 100 tweetiatricians.  I saw many posts rightfully suggesting Medicaid is under attack.  My tweet suggested that Medicaid, though needed, is woefully inadequate. Hospitals and pediatricians can’t make ends meet without a balanced ratio of commercial to Medicaid patients.  I worry more insurance has contributed to the rising health expenditures.  I thought good points for discussion.

 
 

Not so fast: my tweets were rebuked with political posts about rising insurance coverage and suggestions of me being anti-kids by not advocating for Medicaid.  My replies intended to foster dialogue went unanswered.

Next, I examined the amazing number of polarized political tweets and re-tweets of tweetiatricians based on opinion and skewed facts.  I really stepped in the Twitter pothole when one of these tweetiatricians mentioned giving a lecture on media advocacy at an upcoming meeting.   I asked if the presentation would offer more balance?  You know, perhaps recognize that there are two sides to every opinion, a need to focus on issues and solutions based on evidence instead of politics.

BOOM. My Twitter account exploded as tweetiatricians came on attack with vitriol. I was asked to argue a side rather than suggesting two sides and seeking truth.  Dialogue suggestions were met with highly liked and re-tweeted fire such as being a “MGMA hat wearing fool.” Troll, gadfly and being trite were insults lobbed at me. I suggested hate knows no political party. Ridicule followed and I was being told my opinion didn’t matter based on having so few followers.   My account was blocked, replies ignored and my LinkedIn profile examined.  I removed my name from my account, changed my Twitter handle, and backed away.

 

As the AAP defines it:  Bullying includes threats, spreading rumors, physical or verbal attacks, and intentional exclusion or marginalization.

My sadness is great for these tweetiatricians I randomly followed.   I am hopeful they don’t represent all. Social media is clearly dangerous and fosters single mindedness.  Pediatricians should be above this behavior and partisan polarization.  I am no longer a #tweetiatrician and perhaps let the bullies win.  I hope that others will recognize the need to see any and all sides.   Kids have issues, and partisan politics and bullying is not the way to solve them.   It’s time for a new mindset and a new hashtag that unites and not divides.

Mick Connors is a pediatric emergency physician.

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Why Your Potential Patients Are Like Hansel & Gretel—And How To Leave A Trail That Leads Them To Your Waiting Room

Why Your Potential Patients Are Like Hansel & Gretel—And How To Leave A Trail That Leads Them To Your Waiting Room | Social Media and Healthcare | Scoop.it

Whether they’re seeking a doctor to correct sight or hearing loss, or for consultations to address cosmetic or weight loss concerns, patients today have more control than ever when it comes to deciding who they will entrust to solve their health conditions. And the tool that’s driving their individual care choices is no longer the family practice doctor or even the insurance companies. It’s the internet—namely search engines like Google and social media outlets like Facebook.

Consider this: According to the Pew Research Center 74% of internet users engage on social media and 80% of those internet users are specifically looking for health information. Nearly half of those are searching for information about a specific doctor or health professional.  

In other words, millions of people globally are using online searches and wading through vast amounts of information in their quest for treatment options and doctor recommendations.

For many practitioners who are used to previous generations who relied on family doctor referrals or flipping through the yellow pages, this can be bewildering. But think of it this way: your patients are like Hansel and Gretel, lost in the woods. The trail makers they’re looking for are, “What’s my condition?” “How is it fixed?” “Who can help me?” “Where can I find the best treatment?”

Your job is to help them find their way out of the woods, which you do by targeting your medical practice marketing like a trail of strategically placed breadcrumbs. Just blanketing the woods with breadcrumbs—or the internet with a flood of information about your practice—won’t show them the clear path. You have to know which turns they’re be making, and how to point them toward your practice at those junctures so they don’t get off track and head in another direction.

Crumb 1: Awareness

Who is lost and what’s motivating them to look for your help? Marketing to a specific patient will help you attract patients who are an excellent fit for your practice. Be aware of who Hansel and Gretel as patients are by evaluating your current patients. Why have they chosen you? Is it your reputation for successful lasik surgeries, or cosmetic laser procedures, or your patient referral rate?

If Google is the proverbial woods, when these patients conduct their searches they should be able to find your practice easily. Write about your top practices and procedures and promote them on your website and on social media. Not just once, but over and over, with examples of how it’s worked for others, along with titles and keywords that target the subjects. Incorporate popular words and phrases your patients might use to find you and/or your specialty. Need help getting started on blog post titles? We’ve written two months of free medical blog post titles that work, like “10 Myths About (Insert Illness) & Our Treatment Advice.” or “4 Keys To Choosing An Expert (Insert Specialty) Doctor.” Download the two months of medical blog post titles here.

By creating content that addresses what your patients are wondering about, you’re essentially dropping the crumbs that say, “We see you and we’re over here! Come this way!” In short, the results that appear on the first page of a Google search are the options prospective patients will most likely consider when determining their next step. A good SEO (Search Engine Optimization) strategy will also help your practice jump to the top of search results.

Crumb 2: Consideration Options

Once your patients have found your first crumbs and are aware of who you are, you need to show them how your practice is a fit to solve their problem. At this stage they’ve gathered enough information to be aware of several medical practices that might help them and are considering which is the best fit, so you need to keep showing them how you’re better or different than the other healthcare contenders.

By providing your patients with free information to answer their medical questions, you not only position yourself as an expert in your field but you also become a resource that potential patients feel they can trust. Create digital content like checklists of symptoms, downloadable brochures or eBooks, or simple infographics about what happens before, during and after a procedure.

You don’t need to use patient’s names, just verifiably true examples of people who have had conditions like these potential patients, and how you’ve solved their condition. Use blog posts and checklists, etc., to show them what you’ve done for others like them, and how they too can be free from the pain or worry their malady is causing.

Crumb 3. Action Steps

When your prospective patient is at this stage of their journey to your waiting room, they’re almost clear of the woods. They see what you have to offer, have considered their options with other medical providers, and are ready to head your way.

This is the stage that medical practices too often abandon that trail of crumbs and consider the journey done, but this is a big mistake. At every stage of the journey—with each blog post or content created—you need to provide a way for potential patients to submit their contact information, or book a free consultation or appointment online.  

This can be as simple as a link at the end of each blog post that takes them to your “contact us” or “request a consultation” page which invites them to enter their name, email, and phone number. Until they’re ready to take action, they may not enter this info unless it’s required to download a resource you’re offering such as a checklist or symptoms quiz, but make it available on every post and page of your website—including prominently on your homepage.

Once you have their name and email address, they become new contacts and you can nurture them with automated, yet personal, emails to gently remind them that you are there to help and encourage them to take the next step into your office.

These nurturing emails help you become a familiar face as well as an expert your patients can trust. Monthly email newsletters to your contacts also work well because they provide readers with a glance into what your practice has been achieving that month and what is going on in your world of health care.

Some people prefer a more personal touch, so if the situation warrants, you can even call them directly (with the phone number they provided when downloading one of your resources or filling out the “contact us” info) to inquire about a treatment they referenced or to answer any questions they may have.

Remember that people who don’t want to request a free consultation or book an appointment now may become patients later, so don’t become discouraged if your new patient list is shorter than your email list. Each patient is at a different stage in the consideration and action-taking journey and some just need extra crumbs to find their way. Occasional, nurturing and non-pushy contact will maintain the relationship and serve as a reminder that you’re there for them when they’re ready to receive care.

Then, when they do emerge from the woods and enter your office, you can reassure them that the hardest part of the journey is over and that they’re in good hands, ready for the next step.

These are the strategies Baker Labs uses in marketing for medical practices, such as a vein clinic and vascular surgery group practice that was not having success with their traditional marketing methods. To see how we increased their website traffic 300% and generated hundreds of new appointment requests online, view this case study.

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One in six doctors searches patients online

One in six doctors searches patients online | Social Media and Healthcare | Scoop.it

TELLING your doctor you have only four drinks a week when you actually love a bender might not be as clever as you think.

If you openly share information about your life online, there is a good chance your doctor already knows all about it.

The booze, the sun, the cigarettes, the unhealthy burgers ... everything.

But why would your doctor want to search for you online?

Some suggest it’s to discover the “truth” about their patients to help provide more accurate care, while others admit it’s simply curiosity, voyeurism or habit.

This doesn’t necessarily mean your doctor is stalking your Instagram page, although an Australian study found one in six medical practitioners admitted to going online to look for information about a patient — on par with doctors in the US and Canada.

The same amount of doctors also believe it’s OK to look up publicly available online information about a patient as part of regular clinical practice.

In an emergency such as a suicide attempt, 37.8 per cent of doctors said it would appropriate to search patient information online — 35.6 per cent were neutral and 26.7 per cent disagreed.

The internet brings new ethical and legal dilemmas to health care, each with vastly different outcomes.

 

If a doctor finds a picture of a patient waiting for a liver transplant drinking alcohol, they could intervene to stop the operation.

Searching online could be especially useful for ER doctors, where patients are unable to provide information due to being psychotic, intoxicated, or suicidal.

Learning about patients from their digital footprints is not without limitations, given posts may not always be accurate or timely and accessing without consent could be viewed as a breach of trust.

Researcher James Brown, who conducted the Australian research in 2014, said more needs to be done to develop stricter guidelines to avoid any trouble that may arise.

“We found poor literacy from the Australian Medical Association and very informal guidelines, which makes it easy for the doctor to make the wrong call,” he told news.com.au.

Mr Brown said as a younger generation of doctors who grew up with the internet start climbing the ranks, there will likely be more integration of social media and healthcare.

“Younger doctors have grown up with online communication, and frequent personal use may have instilled confidence in their ability to navigate any potentially hazardous ethical dilemmas,” he said.

“In comparison, older doctors have not been as involved in the progressive integration of social media into daily life, nor the increasing volume of its use.”

Googling patients might be helpful in the ER, but maybe not in all cases.Source:AAP

A journal article by University of Washington clinical psychologist Keren Lehavot explored a case of a man in his late 20s being forcibly brought to hospital by police after updating his profile picture on Facebook with what looked like a gun pressed to his head.

As the man was diagnosed with bipolar disorder and had a long history of suicide attempts, his doctor made the decision to hospitalise her patient after seeing the picture on his page.

The man denied wanting to end his life and voiced his disgust at the intrusion of his privacy and involuntary hospitalisation, which lasted for several days.

And when police performed a search on his apartment, they only found a single pellet gun.

Professor at Columbia University Paul Appelbaum said cases such as this inadvertently set new legal precedents for mental healthcare.

“The standard of care is developed by the clinical community itself,” he told Nautilus.

“What most people do, or at least what a substantial number of people do, becomes a standard of care.”

This means if examining a patient digital footprint becomes the norm, doctors could become liable for information their client posts online — if the doctor misses a suicide post from a patient that kills themselves, the clinician could potentially be sued for malpractice.

“[That future] will depend on us, on the clinical professions and how we choose to use the ability that the internet is giving us,” he said.

Mr Appelbaum said building a profile from the digital footprint of patients could also have long-lasting repercussions.

“By going online and putting what we find in the chart — whether that’s a summary or a cut-and-paste excerpt or a screenshot — we are creating a new kind of medical record information that didn’t exist previously,” he said.

“Unlike some of those sources — which may be hard to find, or ephemeral, and may ultimately disappear — medical records are forever.”

The psychiatrist said as third parties routinely access medical records, the data collected could

play a role in legal proceedings regarding accidental injury, child custody disputes or criminal cases. This isn’t even to mention criminal profiteering.

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Social media gets the word out during Irma emergency

Social media gets the word out during Irma emergency | Social Media and Healthcare | Scoop.it

Worried relatives, generous volunteers, frantic neighbors, even medical providers are turning to social media now that Hurricane Irma wiped out electricity and cell service to communities across Florida, cutting off most contact with remote islands in the Keys.

"We all sort of scattered around the country when we evacuated, so we're trying to stay in touch, by phone, by Facebook, however we can," said Suzanne Trottier, who left her Key West, Florida home for Virginia almost a week ago as the hurricane approached. "Unfortunately we've been really, really looking on Facebook a lot because I have people down there I haven't heard from," she said.

One of those posts Monday morning brought a bit of good cheer: a photo of a friend who had stayed behind, smiling, healthy and dry.

"Such great news" posted Trottier's husband Neil Renouf, adding a thumbs up.

But many questions remain about the situation on the Florida Keys. Irma's eye slammed into the island chain with potentially catastrophic 130 mph winds early Sunday morning, and more than 24 hours later, friends and family still couldn't contact people who were riding out the storm. Search and rescue teams were going door-to-door.

Facebook groups were still forming Monday to help from afar. Evacuees Of The Keys members shared school closure notices, videos of destruction, and many posts from friends and relatives searching for loved ones.

Leah McNally of Fort Lauderdale, whose mother stayed behind at her home in Tavernier, on Key Largo, was relaying information onto Facebook that she heard through a walkie talkie app, Zello, which has been widely used during both Harvey and Irma.

"Everything is like a black hole right now but there are people in the keys who are relaying information," she said.

Zello was relaying calls for help, and a team of unofficial dispatchers ran rescue operations to hundreds of locations, warning boaters to stay out of the water due to alligators and snakes.

Facebook activated its Safety Check feature for people to let friends and family know they're safe. Facebook spokesman Eric Porterfield said that by Monday morning, there were already more than 600 posts asking for help, mostly fuel, shelter or a ride, although one woman with broken ribs sought medical advice.

There were also more than 2,000 postings offering help, including free housing, clothes and people with chain saws volunteering for cleanup. Facebook community fundraisers had already been launched; a woman in France had already collected $12,000 for recovery supplies in St. Barts.

Social media has been a game-changer for Americans coping with natural disasters, Fordham University communications professor Paul Levinson said.

"In the past, when power went out, the best anyone could do when a hurricane hit was turn on the battery-operated transistor radio," he said. This helped, but didn't provide detailed information about loved ones that pops up on Instagram, Twitter, and Facebook.

"As long as the phones are charged, you can find out almost instantly that people in the danger zone are doing OK," he said.

Thus phone charging has become an act of near desperation in some shelters as evacuees tried to plug in to generator power.

Some of the online contacts have been truly critical. DaVita Kidney Care, whose patients receive life-saving dialysis three times a week, for four hours a day, was using Twitter and Facebook, along with a blog to inform patients about open centers and hospitals.

"We hope that through our social media outreach patients know they can go to any dialysis center to get care," said spokeswoman Kate Stabrawa for the Denver-based company.

People engaging with Irma from well beyond the danger zone use social media "like huddling together during bad times," said public relations expert Richard Laermer, author of "Trendspotting."

"Social media makes people feel like they are doing something, as opposed to nothing," he said.

———

Martha Mendoza can be reached at https://twitter.com/mendozamartha .

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How social networks like Instagram could help identify when someone is depressed

How social networks like Instagram could help identify when someone is depressed | Social Media and Healthcare | Scoop.it

Various studies and news reports have linked social media use to mental health issues such as depression in the past few years.

Facebook has been around for just over a decade, and children are now growing up with many different social media accounts that even millennials struggle to keep up with.

However, it seems that social media may actually be helpful in some ways in identifying existing mental health problems.

A new study published this week suggested, for example, that an algorithm could guess the people who had depression just by analyzing their Instagram feed.

However, to understand how this works, we first need to understand what's wrong with social media in the first place.

Problems arise on social media when we compare our lives to others.

We show the "best" version of lives online, and we often forget that everyone is doing the same.

Psychotherapist Allison Abrams told Business Insider that people who already struggle with depression or anxiety, or who are not satisfied with their life circumstances, are most vulnerable to this affect social media can have. However, this very much depends on how you use sites like Facebook.

"If you use social media primarily to maintain long distance friendships or to stay connected socially, this will be less likely to apply to you," Abrams said. "On the other hand, if you spend most of your time scrolling through your newsfeed checking out other people's lives and compare them to your own, you become more at risk of developing (or having worsening) symptoms of depression or anxiety. This is especially so in those with low self esteem."

She added that it's only human to compare ourselves to other people, but social media is the perfect vehicle to do this on a more intense level.

For example, couples post smiling photos of themselves being ever so in love, but you rarely see a status update about all the arguments they're having. Your friends will post selfies when they feel good about how they look, but you'll rarely see someone post a photo of themselves that they don't like.

Photos on social media don't tell the whole story of someone's life.Shutterstock

"Others' lives are right there on our screen to see," Abrams said. "Most are not posting the less attractive pictures or the less pleasant moments that we all experience."

The biases and the different ways we all use social media makes the study of the psychology very convoluted. Psychiatrist Jean Kim calls our social media use a "human experiment in action" in a blog post on Psychology Today, because it is still a relatively new thing. Psychological research is struggling to keep up with how the way we interact with each other has rapidly evolved, and the long-term influences things like social media have on our mental health is not hugely understood because the time frame just isn't there to support hypotheses.

However, there is a bulk of research that shows how our internet use could be having an impact, and this is being built on all the time. For instance, a study from 2016 surveyed 1,787 adults, and found that the people who used social media more often tended to have higher rates of depression.

Another study from 2013 found a casual link between Facebook use and unhappiness in young people. The researchers tested the well-being of people before and after using the site, to rule out the idea that people turn to Facebook when they feel bad, rather than feeling less happy as a result.

Of course there is also the other end of the spectrum. People who find it difficult to make friends in real life often find communities in forums or on internet games, where they find others who are like-minded and enjoy the same things as them. One study from 2002 found that online social interaction could actually increase self-esteem and feelings of social support, as well as decrease loneliness.

However, 2002 was arguably before social media was such a massive part of society. It was also five years before the first iPhone was released.

The anonymity online social interaction brings can also lead to trolling, which has become an increasing problem since the early 2000s. Using nameless accounts on Twitter, Reddit, and other forums, people have the ability to attack others behind the safety of a screen without repercussions. So every way you look at it, the internet is a mixed bag for conjuring up feelings.

However, it now seems social media can be used to diagnose depression.

This week, a widely covered study, published in the journal EPJ Data Science, found that individuals suffering from depression were more likely to post Instagram photos that were bluer, darker, and greyer. They also posted significantly fewer faces per photograph.

Nearly 44,000 photos were analyzed in total from 166 accounts alongside the person's mental history. About 50% of the participants had been diagnosed with depression over the last three years.

Among mentally healthy users, the most popular filter was Valencia, which adds warmth and brightness to photos. The depressed users were more likely to go for Inkwell, which is a black-and-white filter.

Blue bars indicate disproportionate use of a filter by depressed compared to healthy participants, orange bars indicate the reverse. Gosling did not participate in the study.Andrew G Reece and Christopher M Danforth

 

The team then trained the computer program to look out for "depressed" users by logging the majority of the photos along with the user's corresponding mental health status. They then tested to see if the algorithm could accurately identify people with depression from their Instagram feeds. It correctly identified people with depression 70% of the time.

"We were able to observe these differences reliably, even when only looking at depressed users' posts made prior to receiving a clinical diagnosis of depression," said Andrew Reece, one of the authors of the study, in a blog post.

"These and other recent findings indicate that social media data may be a valuable resource for developing efficient, low-cost, and accurate predictive mental health screening methods."

This isn't the first time social media has been used as a predictor. One study from 2013 analyzed how Twitter could be used as a tool for measuring and predicting major depression. The researchers analyzed the postings of hundreds of Twitter users with depression, measuring their social engagement, emotion, language and linguistic styles, and mentions of antidepressants.

Individuals with depression were found to have "lowered social activity, greater negative emotion, high self-attentional focus, increased relational and medicinal concerns, and heightened expression of religious thoughts."

The authors concluded that their findings could be "useful in developing tools for identifying the onset of major depression, for use by healthcare agencies; or on behalf of individuals, enabling those suffering from depression to be more proactive about their mental health."

The authors of the recent study say they have not created a diagnostic tool, according to Buzzfeed, but a "proof-of-concept for a new way to help people" or a way to catch early warning signs of someone becoming depressed.

Abrams told Business Insider that it would actually be dangerous to diagnose a person based upon their social media use alone, without a thorough mental assessment.

"The APA (American Psychological Association) has very specific guidelines about diagnosing without examination in only very limited and rare circumstances," she said. "I don't believe this includes social media nor do I believe it should. Especially given the fact that most portray very biased versions of their lives."

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Create an effective social media campaign to market your practice: Here’s how

Create an effective social media campaign to market your practice: Here’s how | Social Media and Healthcare | Scoop.it

Developing an effective social media marketing campaign can expand your practice to bring you more of the type of patient you want to treat. Although ObGyns are often not trained in marketing, we can bring our practices to the attention of women who need our services with a few simple processes.

The American Marketing Association defines marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”1 Social media is described as various forms of online and mobile electronic communication with user-generated content.2 Social media marketing is the application of traditional marketing strategies to a social media platform. Delivering an effective social media marketing campaign requires focused targeting of a particular community to match the needs of those patients with the value of services and products your practice provides.

By communicating and connecting with the spoken and unspoken needs and desires of potential patients, you will generate greater enthusiasm for your medical services. Social media marketing benefits include: accessibility, low cost, the ability to build brand recognition and social capital, and the availability of analytics that provide large amounts of data to measure the effectiveness of the campaign.3

Though social media is pervasive, the medical community has not rapidly embraced it for marketing.4,5 Creating a social media strategy, rather than randomly or impulsively posting on social media, allows for more effective marketing. The discussion here focuses on Facebook, which has 2 billion monthly users,6 but these strategies and tactics can be applied to any social media platform, including YouTube, Instagram, and Twitter.7

Use Facebook to create a business page

Your medical practice needs to have a Facebook account and a Facebook page, separate from your personal account. A business-related Facebook page is similar to a personal Facebook profile except that pages are designed for organizations, brands, businesses, and public figures to share photos, stories, and events with the public.

If you do not have a Facebook account, you can create a new account and profile at http://www.facebook.com. After creating a profile, click on the “create a Facebook page” link. Follow the instructions and select the page category you would like to create; most physicians would select the “Company,” “Organization,” or “Institution” category. Next, follow the instructions to complete the registration.8 Once your Facebook page is created, build an audience asking others to “like” your page. Start posting content and use hashtags in your posts to make them discoverable to others (ie, #fibroids #noscar #singlesitesurgery).9

 

Related article:
Using the Internet in your practice. Part 2: Generating new patients using social media

 

One benefit to having a practice-based Facebook page is the automated visible analytics that come with the page, which are not available for personal profiles. When you write a post or upload a photo or video, Facebook provides the demographics of those engaged with your posts plus analytics on that post, including the number of people who viewed the post, clicked on a photo, and viewed the video for more than 3 seconds.

 

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Using Social Media in Academic Promotion

Using Social Media in Academic Promotion | Social Media and Healthcare | Scoop.it

During 2016 Mayo Clinic’s Academic Appointments and Promotions Committee began using Social Media scholarship as part of their metrics for promotion. This was based on the recognition of the increasing importance of social media for patient care and engagement, outreach, research and medical education. We announced this innovative concept in our blog, which led to an overwhelming amount of requests for details on how-to-do-it and guidance in implementation.

In response to this enthusiasm, we recently published our conceptual framework and a how-to-do guideline in the Journal of Graduate Medical Education (open access article). This was a fabulous multidisciplinary endeavor from Social Media and Academic teams trying to shine some light at this new field a scholarship. The authors of the paper are Daniel Cabrera, Bryan Vartabedian, Robert Spinner, Lee Aase, Barbara Jordan and Farris Timimi.

Here's a summary:

The role of academic physicians is to advance the domains of practice, research and education. We have typically focused on traditional areas and methods such as medical journals and face-to-face medical education; however, those paradigms are changing rapidly with the advent of the internet, digital platforms and social media. Scholars should occupy and make their impact in these new spaces as well as the classical venues.

Academic Promotions and Tenure Committees in academic institutions are charged with ensuring that the scholarly work of faculty impacts the academy. These committees aim to provide a promotion system rewarding the influence and significance of research, clinical care and education. The committees reward consistency and excellence.

The integration of digital and social media scholarly activities into academic promotions criteria has proven difficult, as with any other innovation. The major difficulties are related to

  • cultural differences between traditional media (books, journals) and digital platforms (social media);
  • the difficulty making equivalent comparisons,
  • absence of a recognized appraisal framework and the lack of the ability to consistently track digital work,
  • concerns about junk-scholarship and
  • the difficulty of measuring impact.

Despite these obstacles, it is of critical importance for scholars and institutions to use these new academic space in order to remain relevant in this new information and knowledge world.

While details are in the paper, here's a brief summary of the main ideas and criteria we offer to adopt Social Media and Digital scholarship for Academic Promotions:

  • Institutions should have clear goals and objectives for their digital presence, create clear guidelines governing the behavior of their scholars in social media as well as provide adequate training about healthcare digital platforms.
  • The Academic Promotions Committees have to create a clear appraisal framework based on institutional values, strategic priorities and specifics of the academic niche such as size and audience (a generic template is described in the paper).
  • The scholars applying for promotion using social media activities should create digital portfolios detailing their development plans, academic philosophy, alignment with strategic priorities, description of activities and quality of their work. We propose to use the widely adopted Glassick’s model.
  • The Committees appraising the portfolios must have transparent metrics to assess the portfolios, including digital analytics and peer-review of their impact. The combination of both methods probably facilitates a two-perspective approach (digital and traditional).

If you have any questions, we are happy to help you navigate this new paradigm. Ask in the comments below or via email.

Reference

  • Daniel Cabrera, Bryan S. Vartabedian, Robert J. Spinner, Barbara L. Jordan, Lee A. Aase, and Farris K. Timimi(2017) More Than Likes and Tweets: Creating Social Media Portfolios for Academic Promotion and Tenure. Journal of Graduate Medical Education: August 2017, Vol. 9, No. 4, pp. 421-425

Editor's Note: Daniel Cabrera, M.D. is an Emergency Medicine specialist at Mayo Clinic.

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MDU warns doctors of perils of posting on closed social media groups

MDU warns doctors of perils of posting on closed social media groups | Social Media and Healthcare | Scoop.it

The Medical Defence Union (MDU) is warning doctors of the need to act professionally and avoid discussing confidential information on so-called ‘closed’ social media groups.

The warning comes after a discussion on a Facebook group used by GPs was criticised in a national paper for the language it used when discussing patients.

Figures recently published by the BMJ revealed that the General Medical Council closed 28 investigations related to doctors' use of Facebook, Twitter or WhatsApp between 1 January 2015 and 30 June 2017.

Dr Ellie Mein, MDU medico-legal adviser, said:

'Medicine is a stressful profession and social media forums can provide a useful outlet to discuss the pressures of the job. However, even though many forums used by doctors allow discussions in 'members only' areas, it's important to be aware that comments may reach a wider audience.

'These 'closed' groups can create an illusion of security but it's not always possible to know who will be accessing and sharing posts. It's important to think carefully before you comment and to consider if you would be happy for your post to be shared, possibly with no reference to the original context in which it was made.

'For these reasons it's important to remain professional at all times when using social media and not to discuss information which could be identifiable.'

GMC guidance for doctors on social media states:

'You must not use publicly accessible social media to discuss individual patients or their care with those patients or anyone else.' And it also adds: 'You must not bully, harass or make gratuitous, unsubstantiated or unsustainable comments about individuals online.'

Further advice on the use of closed social media groups is available in the MDU journal.

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Mixing Social Media With Medicine

Mixing Social Media With Medicine | Social Media and Healthcare | Scoop.it

Pediatric oncologist Dr. Justin Baker can usually tell when some new “cure” for cancer is making the rounds on social media. He starts to get desperate questions from parents about a new technique or a new drug or a new surgery. Every time, he tells his patients he will look into it – and he does – knowing all too well the odds are overwhelming that it will end in more heartbreak for the family.

Baker, who is chief of the Division of Quality of Life and Palliative Care at St. Jude Children’s Research Hospital in Memphis, Tennessee, works with some of the most seriously ill children in the country. He tells every new family that he will do whatever it takes to help their child, and that he works on a team with the top science and medicine experts in pediatric cancer to constantly look for cures. But he knows that eventually, there will be a Facebook post or a blog or a tweet claiming to have something better.

“In the context of medicine, social media has, unfortunately, given incredible strength to opinion and a very loud voice to the one,” Baker says. “It’s almost never grounded in data. It’s founded in a personal story or in hope for a cure that does not exist.”

Baker’s experience is played out day after day, appointment after appointment, in hospitals and doctors’ offices everywhere. A patient demands a medication that helped a Facebook friend’s neighbor, or they refuse treatment because a celebrity tweeted about the latest botanical oil to replace medical intervention.

It’s not surprising, considering the reach of social media in everyday life. A 2016 report by the Pew Research Foundation found that 68 percent of all U.S. adults are Facebook users, followed by Instagram (28 percent), Pinterest (25 percent) and Twitter (21 percent). Information is exchanged all day, every day and many times it collides with the facts of medical research.

Social media allows the introduction of these ideas and then they are disseminated as if they’re fact, not speculation.

One of the most public illustrations of this is the anti-vaccine movement on social media. Despite overwhelming scientific evidence of the safety and necessity of vaccinations, a small but growing number of parents are refusing shots for their children – and telling everyone about it across social media. Facebook has dozens of anti-vaccination groups, with anywhere from a few hundred members to tens of thousands.

Parents in these groups often share lengthy stories claiming vaccines cause autism, despite no evidence other than a retracted British study to support that assertion. Others tell of refusing new vaccines on the market because there isn’t enough evidence of their safety. Another common thread in these groups is that vaccines were developed to make money for the health care industry, not to protect the population.

“There is always something being blamed on vaccines in these online groups – autism, neurological problems, even death,” says Dr. Dean Blumberg, chief of pediatric infectious diseases at University of California Davis Children’s Hospital. “Social media allows the introduction of these ideas and then they are disseminated as if they’re fact, not speculation.”

This vast proliferation of misinformation has far-reaching consequences beyond the digital world. A patient may lose trust in a doctor who won’t go along with the latest “cure” being promoted on social media.

Likewise, a physician practice may have a policy against treating unvaccinated children, leaving those families to find care elsewhere. But of course, the most detrimental effect is on patient health.

In the case of vaccinations, that was made clear during a 2015 outbreak of measles that started at Disneyland and eventually sickened 147 people in six states, Mexico and Canada. A study in the journal Pediatrics determined the measles virus was able to spread because of unvaccinated visitors to the park. The whole episode led to a new California law tightening the rules for vaccine exemptions, and Blumberg and other health care providers hoped it also would lead to new faith in immunizations.

“We hoped there would be changing attitudes,” he says. “Instead, from what I saw in some of the anti-vaccination groups, it was people saying ‘So what? A handful of people got a fever and a rash. People are making a big deal of out nothing.’ Unfortunately, you can’t talk to them about how serious measles is worldwide. It’s really sad.”

Speak Up

In the face of so much misinformation on social media, it’s tempting for patients and health care providers to just avoid it altogether. But doing so leaves the power of social media in the hands of the people who promote misinformation, and the people who believe it and spread it.

By now, most hospitals and physician practices have a social media presence. It may be a robust site with new posts several times a day that encourage dialogue, or a small presence that gets updated a few times a month.

The advantage for hospitals that have a social media presence is they can use it to drive the conversation where they want it to go, says Dan Hinmon, community director for the Mayo Clinic Social Media Network. His platform offers resources and interactive communities for health care professionals and communicators.

For Mayo, it’s just one piece of its well-known social media presence, which includes 1 million Facebook likes, 1.7 million Twitter followers, 103,000 LinkedIn followers and 44,000 Instagram followers. It benefits from the brand recognition of a major health care center, and from a strategy that promotes easy-to-digest content about topics that are important to the public. For example, topics posted on a recent afternoon ranged from teething babies to dementia to the use of melatonin.

Hinmon says that in his experience, social and digital media have quickly become the third-biggest influencers of how a patient chooses where to get treatment, behind the best insurance value and where the patient’s physician recommends.

“If I am a patient, I am going to see if my physician is engaged in social media and what the hospital is doing on social media. I am also very interested in what other patients say about him or her on their own social platforms,” Hinmon says. “That’s one of the reasons hospitals got more engaged in social media. It gave physicians and hospitals the chance to be part of those discussions, influence those decisions, and respond to some of the misinformation out there”

In the decade or so since social media became part of the mainstream, Hinmon says the trend has turned toward more community engagement, rather than simply posting events or articles. This gives patients a chance to build a relationship with an organization or a physician, and perhaps choose them for a medical home.

“Social media is the way now to connect in significant ways with patients,” Hinmon says. “It is amazing because of its two-way communication potential. The mindset is shifting from broadcasting messages to connecting with communities in real time, two-way conversation. That has become more and more and more valuable. It is hard to find any hospital not doing Facebook and Twitter. It’s really become embraced as a valuable part of communicating with the patient and the community.”

Putting Guardrails Up

It is relatively easy to engage with social media under the name of a hospital or even a large medical group. They typically have staff to assist with the posting, ensuring it meets brand and professional guidelines. It’s much different doing it as an individual physician. A seemingly innocuous post about a rough night in the ER could quickly become a privacy violation or damage the hospital’s reputation.

In a 2017 study by the Journal of Medical Information Research, 54 percent of 1,628 pediatric residents surveyed reported seeing posts that made derogatory remarks about patients. Additionally, 40 percent said they were unaware of their institution’s policy on social media.

That’s why it’s essential to develop a strategic plan and enforce guidelines, says Krysta Privoznik, social media specialist for Blue Cross and Blue Shield Plans in Illinois, Montana, New Mexico, Oklahoma and Texas. She counsels medical executives on how to use social media to raise the visibility of their company, drive awareness around important topics, and build an authentic online reputation for themselves while also avoiding some of the many pitfalls.

“I’ve provided training to people who haven’t touched their social media platform out of fear. They were afraid of what to say and how to say it,” she says. “I coach them through a crawl, walk, run approach and provide tips, tricks, guardrails and suggestions. It helps put them at ease when I show my support every step of the way.”

Perhaps most importantly, Privoznik tells them she will be monitoring what people say to them or about them, in addition to everything they post under their personal profile. She advises all organizations to come up with a monitoring plan that suits and protects their organization and its employees.

“Much of an executive’s social media success depends on up-front planning. Have a good strategy in place from an organizational perspective before you start training,” she says. “And prior to anything, have honest conversations with your company’s leadership – ask questions, listen, identify opportunities – to determine whether the executive is a good fit for social media. The fast-paced, cluttered environment is not for everyone and that’s OK too.”

Despite the risks and misinformation, Dr. Baker refuses to let the negative aspects of social media stop him from being a prolific user. He regularly tweets from conferences, or posts interesting articles to Facebook. He does have a few ironclad rules: 1) He will not accept friend requests from active patients and their families, and 2) He always keeps his posts positive. That can be difficult for someone who spends his days working with critically and often terminally ill children.

“I think of my relationship with social media as advocating for those things that are very important to me and to our patient population,” he says. “If there is an important story that is somewhat inspirational, I try to share that. Or if something happens at work that’s remarkable, I try to share that. I see myself as an advocate and promoter of the good in health care. I try to advocate through inspiration, rather than by shining a light on the negative.”

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Beware of Social Media Celebrity Doctors

Beware of Social Media Celebrity Doctors | Social Media and Healthcare | Scoop.it

The celebrity doctor phenomenon is not new to Americans. With the release of his first baby-care book in the 1940s, Benjamin Spock became a household name by helping mothers across America feel more confident in their child-rearing skills, long before the age of social media and daytime television. Now, decades later, some of the most prominent players in the game of celebrity doctoring are integrative medicine expert Andrew Weil, cardiothoracic surgeon turned daytime television health guru Mehmet Oz, and television’s go-to-psychologist, Phil McGraw.

All of these men have come under fire in the past, usually due to questions regarding the medical safety and efficacy of their recommendations. But the controversies surrounding them have hardly made a dent in the profitability of their longstanding empires or in the dedication of their fans. Doctors and researchers have been so riled up by the lack of medical evidence for the recommendations handed down by medical television shows that a 2014 study looked specifically at this issue. Not too surprisingly, only 54 percent of the recommendations studied had even one piece of medical evidence to back them up. And less than 1 percent were accompanied by disclosures of potential conflicts of interest.

But now, in the era of social media influencers, celebrity doctoring is no longer exclusively available through the handful of physicians writing books or starring in television shows; it can be found across just about every social media platform. Medical bloggers, doctor instagrammers, and physician twitterati are all reaching out to the American public, and this is a slippery slope to disaster.

What started as a way to improve professional development for physicians and help disseminate credible information for patients has slowly started to devolve into a world of glamour shots, with physicians often exaggerating their credentials at the expense of a gullible social media audience. As a result, social media has created microcosms of celebrity doctoring that have started to expand unchecked and unfettered, usually at the expense of their target audience.

Today’s self-promoting physicians have strayed far from the “no advertising rule” in the original American Medical Association (AMA) Code of Ethics that was in place from 1847 to 1975—mainly to prevent the practice of medicine from turning into a practice of solicitation. And while the rule ended to allow hospitals and medical practices to work on public relations efforts for the betterment of healthcare, we have to wonder about the significant potential for harm that stems from often misleading and misrepresentative healthcare information coming from these physician social media accounts.

With 2.5 million Instagram followers, Dr. Mike Varshavski is one of the most popular young physicians on the social media playing field. His account can often be entertaining, albeit misleading: many of his followers likely do not realize that Dr. Mike’s experience is very different from the experiences of the average American physician-in-training, based on previous studies looking at resident quality of life. This is fairly harmless, but he also ventures into some dangerous territory, where the line between physician and social media maven begins to blur. Recently, Dr. Mike’s Instagram account has been a collection of promotional photo shoots for companies ranging from Charmin to Kenneth Cole to Braun, raising the question of how appropriate is it for a physician to be profiting from Instagram views of posts on the same platform that provides medical commentary? Unfortunately, my requests for comments from Varshavski went unanswered.

Pop-star status for physicians has the potential for harm, simply because of the power wielded by physicians who have such wide access to the American public. Thankfully, in many instances, the Food and Drug Administration has cracked down on misinformation and false claims from such celebrity physicians as Oz and Weil. Oz’s claims regarding potentially unsafe arsenic levels in apple juice caused unnecessary hysteria, while Weil’s claims for his immune boosting supplements came with zero evidence that they could in fact “ward off” swine flu.

When the practice of clinical medicine begins to be trumped by individual physician brand-building, patient safety and well being can become endangered. And while many of the mega-media physicians often do face scrutiny for their practices, physicians who are merely social media celebrities attract less, even though they might have just as large an audience.

I am not advocating for a witch hunt, but physicians should be held to high clinical standards across every platform in which they practice—from their clinics to their Instagrams. Unfortunately, clinical standards seem to disappear in the realm of social media, where private practice physicians tout affiliations with academic institutions that they truly have no day-to-day dealings with; pediatric physicians branding themselves as integrative medicine experts for adults; internal medicine physicians branding themselves as skincare experts; and even non-endocrinologists branding themselves as thyroid and adrenal gland experts and pioneering “hormone revolutions.” The list goes on ad nauseam. Maybe we should have kept some form of the AMA’s original “no advertising rule” around.

Ultimately, there is an almost complete lack of evidence about the long-term effects of social media on the practice of medicine, and right now, there are several accounts that could potentially be deceiving their followers. So what can be done in the meantime? Take everything you see, read, and hear from social media physicians with a grain of salt. Google their credentials—because for nearly all physicians with legitimate training, this information is readily available online. Lastly, take some time to scrutinize those credentials to understand if their current area of medical practice is consistent with their training.

It's wise to remember that not everything “natural” is safe, and not all “expert” advice is sound.

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Is it possible for your trial to have a voice on social media? 

Is it possible for your trial to have a voice on social media?  | Social Media and Healthcare | Scoop.it

With the recent release of Twitter’s new paid promotion policy for pharma, I got to thinking about clinical research awareness online. Specifically, regarding the importance of fair and balanced advertising. Being in this industry, we tend to lose sight of the awareness level of the general public. There is a lot of noise online. Unless you know what you are looking for and what is credible, it can be hard to decipher what to listen to. With this in mind, trial sponsors should empower their sites to leverage the digital communication channels available to them to generate both disease and research awareness among patients and caregivers. For example, many research institutions today already have a strong online presence, including Sloan Kettering, Mayo Clinic, and Centre for Brain Health to name a few.

Developing patient-facing materials for clinical trials can be a lengthy process. Many sponsors have made the plunge into the digital world to generate awareness for their studies and the diseases they are aiming to improve treatment for. However, the digital space can be murky territory from a safety reporting standpoint. This only adds to the lengthy material development process. That said, don’t have despair! Fair and balanced advertising can work hand in hand with the social media channels of research sites successfully.

WHAT DOES THIS “PARTNERSHIP” LOOK LIKE?

Ultimately, all stakeholders in the research community are working towards the end goal of better patient outcomes. Patient recruitment is a key factor to achieving this end goal. Should the target patient population be online, sponsors may want to consider supporting sites from a social media perspective. This is feasible in a way that is fair, balanced, and does not raise any red flags related to safety reporting. “How so?” you might ask. Sponsors should consider providing sites with social media toolkits including IRB-approved, template posts with a clear call to action. This will eliminate the risk factor of unwanted negative comments specific to a sponsor or a therapy while generating increased awareness about research in the disease area (including the sponsor’s).

For those research institutions that do not have as strong of a social media presence, sponsors should consider offering some value-added training to demonstrate their commitment to sites’ overall performance. This also offers a great opportunity for best practice sharing and peer-to-peer learning. For those sites who are already doing this with success, sponsors should engage them as ambassadors to support with knowledge sharing in this area.

This is of course just one way to increase disease and research awareness online. Sponsors should also consider leveraging unbranded traditional materials including education on clinical research in general to support efforts to be fair and balanced while recruiting patients.

How will your trial have a voice amid the noisy online landscape?

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Patient Power: Crowdsourcing in Cancer

Patient Power: Crowdsourcing in Cancer | Social Media and Healthcare | Scoop.it

The other day, I Googled the words “lung cancer.” I got 52,100,000 hits. That’s 52 million links and change to click on. I don’t have enough days left on earth to even make a dent in that. So I narrowed my search term and typed in “lung cancer breakthroughs.” That got me down to 423,000 items to wade through. Better, but still overwhelming.

Even when you start clicking more links and digging deeper to find helpful information, you’re in a seemingly endless maze. There are many thousands of Facebook pages for lung cancer support groups. A plethora of digital news sites have whole “briefing sections” devoted to lung cancer. Amazon has many e-books on the subject. Don’t forget academic centers, lung cancer associations and drug company websites. Then there is the 24-7 ubiquity of social media. This is what technology experts call information overload.

Understanding how to manage and manipulate vast sums of medical data to improve research and treatments has become a top priority in the cancer enterprise. Researchers at the University of North Carolina Chapel Hill are using IBM’s Watson and its artificial intelligence computing power to great effect. Dr. Norman Sharpless told Charlie Rose from CBS’ 60 Minutes that Watson is reading tens of millions of medical papers weekly (8,000 new cancer research papers are published every day) and regularly scanning the web for new clinical trials most people, including researchers, are unaware of. The task is “essentially undoable” he said, for even the best, well-informed experts.

UNC’s effort is truly wonderful albeit a macro approach, less tailored and accessible only to certain medical centers. My experience tells me what the real problem is: How does a patient newly diagnosed with lung cancer, fragile and scared find the most relevant information without being overwhelmed and giving up? If the experts can’t easily find key data without Watson’s help, and Google’s first try turns up millions upon millions of semi-useful results, how do we build hope that there are good online answers for our patients?

We’ve thought about this a lot at the Addario Lung Cancer Foundation and figured out that the answer lies with the patients themselves. Why not crowdsource it with people who have lung cancer, their caregivers and family members?

So, we created the first-ever global Lung Cancer Patient Registry that simplifies the collection, management and distribution of critical health-related information – all in one place so that researchers and patients can easily access and find data specific to lung cancer patients.

This is a data-rich environment for those focusing solely on finding a cure for lung cancer. And it gives patients access to other patients to compare notes and generally feel safe sharing intimate details with their peers.

 
 
 

This is a community that wants to help itself and others, even those who may not be diagnosed for years, by providing their medical data that is housed in one secure place that all researchers can tap into.

The process of joining the registry is easy and secure. Those who do fill out a survey answering questions about types of diagnosis, biopsies, stage of cancer tumor and other relevant data, including related illnesses.

Registrants can see patients who are nearby, and, with the right privacy settings in place, review others’ medical histories to look for similar diagnoses and problems. Registrants also can find a comprehensive nationwide list of healthcare experts focused on lung cancer if they are looking for a new doctor, researcher or even a second or third opinion.

For researchers, there is data on whether patients have had molecular therapy, immunotherapy and other information on precision medicine or family histories of cancer. And there are patient reviews of their experiences with cancer education, support services and health insurance.

We launched the beta version last year, and now the full version is live and hundreds of patients are joining. Patients can sign up online at lungcancerregistry.org.

Our foundation has always been patient-centric, and our new registry is another example of the importance of patient power. They are our most important partner in clinical research, but unfortunately, not all in our cancer research community agree.

I recently wrote that we need to shift the way we look at clinical research. The current biomedical innovation paradigm, of discoveries moving from the laboratory to the patient, needs to shift its focus so that clinical researchers first take into consideration the patient and new discoveries move from the patient to the bench and then back to the patient. This will transform research to ensure it is patient driven and truly personalized.

This is precisely why our Lung Cancer Patient Registry is so important. The researchers need good patient data and soon, as our registry grows, they will have plenty of it.

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Healthcare Brands Can (and Should) Go Live on Social Media 

Healthcare Brands Can (and Should) Go Live on Social Media  | Social Media and Healthcare | Scoop.it

If you’re a hypochondriac like me, surfing the internet for medical advice soon goes from helpful to horrific in about 0.3 seconds. A quick Google search for a mild stomach cramp turns into liver failure (true story) and before you know it, you’re saying your goodbyes and wondering where it all went wrong. If only there was a doctor in your back pocket you could contact to avert this crisis. If only…

If you have ever come under a wave panic thanks to a medical website, you’ve come to the right place. If you immediately turn a sneeze into a death sentence, this one’s for you. And for the people in the back who are too embarrassed to ask questions, we have a solution for you:

Live streaming. Yes you heard correctly. All of the cool healthcare brands are doing it. And if they’re not, here’s why they should.

Give your brand a human face

 

 

 

When social audiences are looking for answers about health conditions or medical advice, they don’t want to be faced with a block of text that unquestionably jumps to alarming conclusions (raise your hand if you have ever been personally victimized by WebMD). They want to speak with a real-life person. It’s comforting to put a face to a name and know that someone out there is listening and is willing to help. Face-to-face interaction is reassuring when speaking about heavy topics, even if it is done through a screen. Social media’s live functionality only further strengthens that bond.

Audience interaction with real doctors/experts

 

 

As humans, we are often scared of the unknown. We want answers. We want them now. We want you to give them to us. Tweet chats and Facebook live Q&As are perfect for interacting with patients who have burning questions that need answering ASAP. Medical terminology can get confusing, especially for those not in the field, so having someone to simplify and explain complicated details is sure to put people’s mind at ease. Social media also brings a sense anonymity for those who may be too embarrassed to ask their doctors these questions in person or who may just be curious about different health conditions and medications in general. Online discussions are a great way for doctors and experts to build a relationship with their community by sharing their knowledge and putting misconceptions to rest.

A glance inside the company

 

 

When people think about healthcare brands, their minds cut straight to images of hospitals and needles. They forget that actual hard working employees come together to make up an organization and that there’s way more than meets the eye. It’s never a bad idea to use live features on Facebook and Instagram to remind followers what goes into to making your company what it is today. Utilizing live streaming to give tours, conduct employee interviews and talk about company values is a great way to give people on the outside looking in a glimpse of the amazing culture that surrounds your organization.

Event coverage

 

 

Our friends at Einstein Health know a thing or two about covering live events on social. Not too long ago, Einstein celebrated their 150th anniversary. To honor the occasion, they held a ceremony to bury a time capsule which would be opened in 100 years. Healthcare brands are doing amazing things every day and they deserve to be acknowledged. Live streaming is the perfect way to give followers, patients and even potential employers a sneak peek and behind-the-scenes look at all of the great events you’re attending, hosting or speaking at.

Well, there you have it, folks. If you’re a healthcare brand and thinking about going live, believe me when I say that the benefits can be enormous from a content marketing perspective. Live streaming is an all around great idea to build an online presence and relationship with patients, put uneasy followers’ minds to rest, and share the wealth of knowledge I know you’re just itching to talk about. Consider it Gianna approved.

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 Professional social media instrument to meet researcher and healthcare instruments 

Research Article Open Access Luisetto et al., Int J Econ Manag Sci 2016, 5:3 http://dx.doi.org/10.4172/2162-6359.1000339 Research Article Open Access Internati…
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How Digital Marketing Helps Dental Clinics to Reach New Patients

How Digital Marketing Helps Dental Clinics to Reach New Patients | Social Media and Healthcare | Scoop.it

The best way to learn about dental online marketing and your target market is hiring an experienced team that has worked with several dentists. Traditionally, the most effective way for dental offices to attract new patients has been from referrals. Today, the same concept exists online in the form of reviews and social media engagement. Here are ways dentists can attract new patients with digital marketing.

 

Social Media Conversations

Dentists need to embrace social media because it’s becoming a modern form of customer service and market research. If you can attract a steady stream of followers on social media, it can generate interaction that helps you learn about patients and they can spread the word to friends. Since it’s unlikely a dentist can spend hours answering questions on social media, it helps to outsource to a marketing team that is familiar with the dental industry.

One of the most important reasons that dentists need an interactive online presence is that women tend to be the decision makers when it comes to choosing a family dentist. Women are huge fabs of social media. A majority of both Facebook and Twitter users are more likely to make a purchase from a small business after seeing its content on social media.

What makes social media particularly powerful for dentists is that it can help maintain existing relationships and build new ones. LinkedIn provides opportunities to get endorsements for your business, which may influence new prospects. Since visiting a dentist is a personal experience, social media is an effective platform for building personalized relationships.

 

Promote Your Web Content

Ideally, your dental office has both a content-rich website and a social media page. You don’t need to be on several social media sites, but it helps to be on one or two. It also helps to have plenty of original web content that demonstrates your authority as a dental business. By building up a wealth of content about dental information, you will be able to easily answer people’s questions with links to deeper knowledge.

The reason that social media and a website work well together is that you can network with people on social media to promote various web pages. If people like what they read, they may share it on social media, which increases exposure for your business.

You can maximize your reach with your online following by creating a regular blog series. The blogs should be interactive and present fresh content that cannot be found anywhere else online. Here are some ideas for crafting original content:

  • dentist interviews
  • industry statistics
  • professional perspectives on the dental industry
  • video tour of your complex
  • demonstration video

 

Reviews and Reputation Management

The more you can get repeat business from your existing clients, the better your chances are at attracting positive reviews online. Reviews are posted on social media, message boards and review sites such as Yelp. You may want to encourage your most loyal patients to post reviews on your site, since reviews have become an important filter for consumers, especially those looking for personalized services.

It’s possible to attract new patients with your blog and website. The blog, which can be managed by a digital marketing team, needs to be updated continuously to keep followers coming back often. If the blog answers people’s questions or gives them insight, visitors may view your blog as a source of valuable information. If Google views your blog as authoritative for your niche, it can get high search rankings for your geographic location.

SEO techniques are important, but they do not guarantee high search rankings. You can still gain widespread search engine and social media visibility by using pay-per-click (PPC) ads. This type of advertising is ideal for reaching your target market at a more affordable cost than what traditional media offers. PPC advertising can generate leads immediately, but at first you usually need to experiment to find out what type of campaign strategies work the best.

 

Stand Out in Your Community

Many dental offices compete on a local level. So how does one dentist stand out from another if they offer the same services for about the same prices? That’s a question each dentist must answer for themselves. Just be aware that the best way to get high search rankings in Google is if your business corners a certain niche market.

Think of stories in your community that you can associate with and create content about. Perhaps there are annual events in your neighborhood that you can promote as a public service. Be sure to connect your actual patients with your online community by publishing your domain, email address and social media page on your physical marketing materials. Ultimately, the more your content stands out online, the better chances you’ll be remembered.

 

Conclusion

The secrets to achieving successful digital marketing for dentists revolve around working with knowledgeable digital marketing professionals. You can attract new clients by building a compelling website and integrating it with social media profiles. Consider saving time and money by hiring a seasoned team to attract new patients to your business through dental online marketing.

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How Social Media Is Changing the Game for Medical Providers and Healthcare

How Social Media Is Changing the Game for Medical Providers and Healthcare | Social Media and Healthcare | Scoop.it

It’s safe to say that we’ve come a long way from the days of AOL Instant Messaging and MySpace top 8. In less than a decade, the applications of social media have burgeoned as the technology has transformed from just a personal networking platform, to a valuable tool capable of connecting people to new ideas, greater information, and even better health.

From dispensing health advice to connecting with potential patients, there is no question that the role of social media  in recent years — and it’s showing no signs of slowing down anytime soon. Many providers are embracing this valuable new tool, jumping on the opportunity to use social media for networking, medical education, patient interactions, and professional development. And as new social media platforms have popped up over the past few years, most of these providers have found a way to navigate through the concerns of HIPAA violations, privacy breaches, and professional misconduct that plagued early adopters of this technology.

How can providers maximize the impact of their social media efforts? Most of the research I’ve conducted indicates that different social platforms target different types of audiences, and each can be effectively used in different ways.

 

 

What the Research Says

In our latest research, the social media task force at the American College of Chest Physicians analyzed all discussions on sepsis, a hot topic in critical care, to identify which social media platforms can be best used to reach specific groups of people. What we found is that Reddit “ask me anything” threads target laypersons, Facebook live streams target an international physician audience, and Twitter is a mixed bag of healthcare providers, industry and patients.

Why is this useful to know? A recent survey showed that increasing numbers of tech-savvy consumers now use social media to find healthcare information and participate in health related discussions. In fact, 90 percent of the youth has said they would trust medical information shared by doctors on social media. Knowing which platforms effectively reach which audience is extremely helpful for the medical community to disseminate important healthcare information to these various groups.

How Are Patients Using Social Media?

Besides medical providers using social media, many patients are also turning to social media to document their healthcare stories online. There are a number of popular YouTube channels dedicated to showcasing the patient experience and highlighting patient struggles with chronic illnesses. For example, a simple search of cystic fibrosis pulls up videos with titles such as “a day in the life of a cystic fibrosis patient” and “living with cystic fibrosis”. Social media has become more than social — it’s generated the birth of a virtual community, a way for people to connect from across the world and create a new kind of support network that has never before existed.

Social Media and Disease Awareness

And lastly, let’s not forget the significant application of medical research groups and charities using social media to raise awareness about little-understood diseases. Who can forget the famous ALS Ice Bucket Challenge, one of the most effective disease awareness campaigns to date, in which over 17 million people participated by soaking themselves in ice water for all their Facebook friends to see? In years prior a charity such as ALSA would have received $1 million in donations at most. The summer of the infamous Ice Bucket Challenge brought in over $115 million in donations to fund research for the disease and its cure!

It’s indisputable that social media technology has now emerged as a reliable and powerful presence within medicine, and I hope to see it continue to grow as innovators and providers join forces to make the technology even more effective. I strongly encourage all healthcare providers to get involved and take advantage of all the benefits that social media can provide!

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Sharing is caring: Millennial patients and social media

Sharing is caring: Millennial patients and social media | Social Media and Healthcare | Scoop.it

Marketing to millennials, sometimes called the selfie generation, can be a shoo-in for aesthetic practices.

Why? Millennials are happy to share.

While Generation-Xers, baby boomers and older generations were unlikely to want to share cosmetic procedure experiences, millennials, from about ages 21 to 37, not only tell their friends and family, but also their social media networks, according to Tom LaVecchia, president of X Factor Digital Marketing.

“Research shows that two-thirds of millennial patients are comfortable sharing their [cosmetic procedure] results,” LaVecchia says. “Obviously you still need consent for the doctors’ social media postings. But most millennials will gladly post on their own social media, without asking for anything for it. They’re happy to do it, because they’re part of an Uber mindset. They tend to share and over-share their experiences, and plastic surgery is no different.”

Today’s coveted millennial patients are having not only rhinoplasties, breast surgery and liposuction, but also filler and botulinum toxin injections, according to statistics.

To create social media marketing campaigns to reach the younger set, aesthetic physicians should first understand their own personality types and ultimate comfort level with social media; then, they should focus on a campaign that is congruent with their practices and that connects with these younger patients, according to LaVecchia.

 

What’s Your Style?

Most doctors fall into one of three categories, LaVecchia says.

1. Dr. Show Person

This doctor embraces everything social. Regardless of his or her age, this doctor is hip and extroverted. The staff is hip. The practice generates entertaining postings to showcase their services and talents.

2. Dr. I-Got-This

This doctor has a digital presence and works diligently on search engine optimization (SEO), pay-per-click (PPC) and traditional marketing. But he or she realizes the need to connect with people through “relational marketing,” not traditional transactional marketing, according to LaVecchia. The perfect venue for Doctor I-Got-This is to share a day in the life of an aesthetic physician or surgeon. This doctor is not a show person. This doctor is serious and tends to be more an introvert. But he or she is ready to open up professionally on social media to share results and glimpses of behind-the-scenes professional life in order to connect with consumers.

3. Dr. Results

This third category includes doctors who may very well be hip and have great personalities, but they have no interest in showcasing themselves or being front and center. Rather, Dr. Results likes to share patient outcomes. A more likely social media video featuring Dr. Results might be to film him or her injecting a patient, LaVecchia says.

Social media campaign success hinges on a campaign’s congruency with a physician’s practice, according to LaVecchia.

“That means if you’re in Idaho, and you’re a facial plastic surgeon, you might not be able to get away with the [Dr. Show Person] persona,” he says.

Conversely, a Dr. Results type who is just starting in practice might not have enough experience to rely on skill and outcomes.

“Make sure your social media program is congruent with who you are, what your practice is and what message you’re sending to your audience,” LaVecchia says.

 

Four Secrets to Millennial Marketing Success

1.     Create Epic Content

“Create epic content,” LaVecchia says. “And great content looks like: filming surgeries, filming injections, and don’t be afraid to show a little blood. Don’t have my company come in and film it. Use your iPhone. Create great content that’s real and genuine and, generally, people will follow.”

2.     Think Like a Millennial

If you’re a Gen-Xer or older, don’t be focused on creating content focused on your generation or what resonates with you, according to LaVecchia.

“Try to produce content that conforms to your practice and brand, but that relates to millennials,” LaVecchia says. “What’s important to millennials is results, so … maybe showing the injectables live or showing great befores and afters. Consider having millennial patients come in and do a reveal on camera, to capture the essence of your practice.”

3.     Expand From Facebook

“Instagram and Snapchat are a must,” LaVecchia says. “If you’re not on them, yet, hire somebody to do it right. Don’t have somebody do it from the office just because they are young.”

4.     Use Combos to Connect

Just like many aesthetic physicians are touting combination procedures to achieve better results, LaVecchia says combinations lead to marketing success. While SEO remains a primary channel for promotion, practices that ignore social media, or even pay-per-click, are missing the marketing boat, he says. 

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Pinterest and Healthcare Marketing -A Strategy Discussion 

Like Amazon, Pinterest Delivers…. It seems every company is trying to find a way to “Amazon” their sales initiatives to reach more customers, promote product, …
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Want to Increase Orthodontic Practice Patient Referrals? Read This Now!

Want to Increase Orthodontic Practice Patient Referrals? Read This Now! | Social Media and Healthcare | Scoop.it

Even in today’s day and age of booming technology and fancy online marketing techniques, good old-fashioned word of mouth advertising is as powerful as it has even been to increase orthodontic practice patient referrals.

In a 2014 study by Ogilvy, Google and TNS, 2,500 consumers were surveyed on their top 10 “points of influence” after making purchases.  Not surprisingly, word of mouth ranked number one at 74%.

People trust their friends, and they trust the experiences of others. If you’re looking to improve your practice and bring in lifetime customers, you want to do everything you can to increase orthodontic patient referrals.

Here are five simple ways to increase patient referrals for your orthodontic practice and help your patients spread the word.

1. Don’t Be Afraid to Ask for Referrals

Asking for business can seem a bit risky. After all, the last thing you want to do is sound like a sales company. But, how are your current patients supposed to know you want new patients without some form of communication?

It doesn’t have to be as blunt as “Refer us!” Instead, put up friendly signs where customers can see them saying, “New patients welcome!” You can also note it on your patient correspondence. Have your front desk coordinator casually mention it at check out, especially to patients who seemed very pleased with the service. Using a memorized script, you and your staff can ask if there’s anyone who might need your services.

2. Up Your Customer Service Care

People don’t refer businesses they don’t like to their friends, family and social media followers. Stand out and give your patients a reason to brag about you. One of the best ways to stand out in business is by exceptional customer service. Create a friendly, comforting, and helpful environment for your patients.

3. Include a Variety of Different Internal Marketing Strategies

Even if you have the best marketing strategy in the world, one single marketing tactic isn’t enough. Different people respond to different approaches. Implement at least 15 advertising strategies. From signage to social media to contests, various methods will be more likely to reach and connect with a wider audience.

4. Hire a Professional

Managing a patient referral program is no easy task, and it may not be wise to go at it alone. Invest in a part-time marketing coordinator who has the skill and experience to move your strategy forward quickly and efficiently.

5. Set a Goal

It’s no new concept that setting goals improve performance. In one study, setting goals improved work performance by 12-15%.

Setting goals acts as a source of motivation, inspiration, and accountability. Set a specific referral target. As an example, you might want to set a target of one referral per year from 50 percent of your patients. Break that goal up into quarterly, monthly, or weekly goals and use it to motivate your staff or marketing coordinator.

Conclusion

It’s true that marketing is moving in a whole new direction with our ever developing technological society. But word of mouth is one marketing tactic that’s not going anywhere anytime soon.  Increase your orthodontic patient referrals through word of mouth by following the guidelines discussed here. It will offer an excellent return for the time, money, and effort your practice puts into it.

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Gamification of medical education: Choose Your Own Medventure

Gamification of medical education: Choose Your Own Medventure | Social Media and Healthcare | Scoop.it

More and more health care practitioners are turning to social media for their medical education. Fellows are learning ultrasound from Snapchat, nurses are learning how to insert NG tubes from watching YouTube, and learners are learning pathophysiology from blogs and podcasts. To reach this audience with credible and reliable content, it is important for medical educators to be present where the learners are, and that means social media.

Users are also looking for entertaining ways to learn and engage with content. “Gamification” is a technique used making activities fun as well as beneficial by turning that activity into a game. Studies have found that gamification increases learner engagement, improves knowledge absorption and retention, and enhances the overall learning experience for all age groups. This strategy applies to medical education as well.

 

Many of us (myself included!) have fond memories of the Choose Your Own Adventure series by Jay Leibold from the 1980’s. Thus summer, Sarah Lascow did a piece in Atlas Obscura on how the author mapped out his stories. Fascinating graphic description of how these books were put together. A couple of days later, I saw a scenario that @NasMaraj posted on Twitter called “Intruders.” It was simple thread, but a clever idea. And I thought, this would be a fantastic tool for medical education! So on a long flight to Alaska, I put a case scenario together using the Pediatric Advanced Life Support (PALS) Guidelines and mapped it out on paper. Then I spent about an hour or so tweeting and linking the tweets.

 

 

The response to these scenarios has been amazing. The first scenario had more than 11,000 interactions within the first few days, with hundreds of positive comments from doctors, nurses, and trainees thanking me and telling my how much they liked them. That’s been incredibly gratifying! Amy Coopes (@coopesdetat) helped me coin a name & hashtag for them: #ChooseYourOwnMedventure. Since then, I’ve published four different scenarios and collected them in a Twitter Moment.

 
 
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Making these threads is not hard, but it can be time-consuming in the beginning. But I’ve learned a few things that may be helpful to others looking to do this. First, I would suggest mapping each tweet out ahead of time analogue style with paper! Plan how each tweet should link to the others, because once you start, you’ll need to refer back to that map, so you don’t get lost. There are two ways that tweets connect in these scenarios: by replying to the one above it, and by starting a whole new thread and copying the link to that new thread into another thread. This is key. Starting new threads and copying the link into a reply into another thread allows the user click down new pathways, and hop back and forth between the threads for the “Click here if you choose…” options. If you simply reply to the tweet above or don’t link the tweets at all, the scenario will not display correctly for people trying to “play” the game.

Take a look at this example. In my plan, each tweet is in its own text box. I’ve used bold font to indicate the start of a new thread, a black arrow to indicate a reply to the tweet, and a blue arrow to indicate that I’m copying the link to that tweet.

So the thread starts off with the tweet “You are called to the bedside …” The next tweet (“Your initial impression …”) is a reply to the first tweet. And the third tweet (“You decide to …”) is a reply to the 2nd tweet. To set up the choices, you start a new thread for each of the two choices “You decide to do your job …” and “If you choose to grab a donut …” Then you need to copy the link for each of these new tweets in a reply to the tweet that asks for your choices. Once this is done, you can proceed to expand the threads for each of the choices by replying to the first tweet in that thread. As you can see from this graph, this trick about copying the link for the tweet, and pasting it into a reply a tweet can enable you to hop around between threads.

Be sure to test out your threads as you’re laying it out. It is very easy to make mistakes! Think about including photos, graphs or links that might be useful for education. Also be aware that your timeline will appear very disjointed while constructing these scenarios, but should work well if you start at the beginning.

 

Hopefully, this will inspire you to do one of your own! Innovation of teaching tools that engage the learner is crucial in today’s medical education environment. The Choose Your Own Adventure style scenarios have been fun to make, fun to use and easily adaptable for a variety of medical scenarios. Good luck.

Chris Carroll is a pediatric critical care physician and can be reached on Twitter @ChrisCarrollMD.

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Researchers review electronic health records and social media for insights on patient care

Researchers review electronic health records and social media for insights on patient care | Social Media and Healthcare | Scoop.it

Every day thousands of people schedule medical appointments for physicals, tests and procedures. In the past, health professionals filed notes in paper charts about patient responses to medications, treatments and illnesses. Today this information is recorded electronically via computers.

Researchers recently initiated a “big data” analysis project to review electronic health records, in generic form to maintain patient confidentiality, and social media posts to identify common health symptoms and patterns. Doctors will use this information to develop better treatments for patients in the future. Here are a few examples of how this information is used at the University of Pennsylvania’s Perelman School of Medicine.

Electronic health records


Researchers are using algorithms to compile details from electronic patient files on treatment complications and medication reactions. Doctors can use this data to design innovative care for patients with specific health conditions.

One example of this is how the Abramson Cancer Center studies radiology results, lab testing and and patient symptoms to discover targeted treatments that can minimize patient visits to hospital emergency rooms. Also, while reviewing a compilation of clinical notes in the Health Language Processing Lab, scientists discovered new patterns of seizures and symptoms that will help doctors treat pediatric patients with epilepsy.

Social media


People typically use social media, such as Twitter, Facebook and Instagram, to share personal information with friends, family and colleagues. However, medical professionals are studying how to use these tools to compile people’s reactions to medications and treatments.

At the Center for Digital Health, researchers are reviewing Twitter posts to gain insights into medical issues, such as HIV. In addition, scientists in the Health Language Processing Lab are examining tweets from expectant moms to learn about reactions to pain medications and vaccines.

By mining electronic data and learning what patients are experiencing and communicating, scientists worldwide are unraveling complex medical issues. This information will greatly improve the diagnosis of health problems and the development of more effective treatment plans for patients.

Sources:

Science Daily

Pearson Higher Education


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Use of digital to engage patients and providers

Overview of the use digital technologies and social media by hospitals - Dec. 7, 2016
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HIPAA and Patient Testimonials: Staying Compliant

HIPAA and Patient Testimonials: Staying Compliant | Social Media and Healthcare | Scoop.it

Oldie but goodie! This post was originally published in October 2016 and updated in August 2017 as part of an on-going series highlighting popular past posts. 

 

Patient reviews have become a critical component to practices. They help attract new patients, they paint a picture of your staff and of you as a care provider, and they serve as a valuable form of advertisement. But they can also cause huge problems and cost a lot of money in the form of penalties if you don’t follow important rules set down by the government that keep you in compliance with HIPAA. How big? In a recent case, an organization was found not to have followed appropriate practices when posting pictures and protected health information of clients on their website. The $25,000 fine also came with a plethora of restrictions that this clinic will be following for the next THREE YEARS.

Protecting yourself from this costly mistake and ensuring you remain HIPAA compliant only requires a few simple, but important, steps.

First - Be certain that you are NOT revealing any protected health information, and remind clients who may wish to write testimonials for you of this as well. Also, make certain anyone who posts information or testimonials understands this requirement as well.

Second - For any patient testimonial, you must have an agreement and authorization form signed by your patient. Planet HIPAA has created a FREE Client Testimonial Authorization Form (scroll through the blog to the link) which you can use to be certain your organization is staying compliant. This simple form can be used to educate both staff and patients and will help protect you against accidentally releasing protected information.

Third - A written copy of HIPAA policies must be made available to all patients, and a policy that explains A) the use and disclosure of patient health information for website/social media pages; B) a description of the process for obtaining patient authorization to use their information; and, C) creation and use of a valid authorization form. This policy must be read and understood by each employee, and should include the employee’s signature indicating their compliance.


The cost to a practice for not following these procedures can be costly both in terms of money and in terms of resources. Even when the release of personal health information is accidental and without malice, the ramifications to even a large practice can be catastrophic. With a small amount of forethought, and attention to the details, you can still benefit from the testimonials of your patients without risking their privacy and your operations. By following these simple requirements, you can protect both your patients and your practice.

To learn more about HIPAA compliance, visit the Department of Health and Human Services site by clicking here!

P.S. Speaking of HIPAA...did you know that SR Conversations now has a HIPAA consent tool? This tool makes it easy to send HIPAA compliant messages via text message. Pretty cool, eh? 

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​Content Marketing Tips That Healthcare Brands Should Follow

​Content Marketing Tips That Healthcare Brands Should Follow | Social Media and Healthcare | Scoop.it

Amid a fierce competition and tussle in the business world, it has become very vital for healthcare brands to utilise best ideas to succeed.

The healthcare sector is booming with brands popping out in the market every day. In this fierce cut throat competition it is very difficult to keep the focus of clients and audience on one brand, thus keeping the focus intact, healthcare brands need to maintain their content marketing team active.

In the Union Budget 2017-18, the overall health budget increased from INR 39,879 crore (US$ 5.96 billion) (1.97% of total Union Budget) to INR 48,878 crore (US$ 7.3 billion) (2.27% of total Union Budget).

Deloitte Touche Tohmatsu India has predicted that with increased digital adoption, the Indian healthcare market, which is worth around US$ 100 billion, will likely grow at a CAGR of 23 per cent to US$ 280 billion by 2020.

Here are a few content marketing tips to help Healthcare brands to rise above all:

Thread of Connection

The brand needs to tell the audience about the company, how it works, how it started and everything about the company, so that the audience feel connected. Through this connection thread the audience will be able to place its first brick of trust and will be able to knot other people in the same thread.

For example, the brief will help the audience to understand about the company, so that he/she can recommend or at least suggest his family and friends to pay a visit and get helped.

Human touch

Sometimes a pinch of emotion or a human angle can do wonders. It is easy to connect through some human centric angles. It will give a boost to the confidence of the people to trust on the company to get cured.

If a couple of human stories, who were benefited by the brand and of people, who are directly or indirectly associated with the brand, were displayed on the website, people will get confidence to rest their trust upon the brand.

Study has revealed that 41% people take friendly suggestions references about hospitals, doctors from relatives, friends and colleagues.

Engaging Videos

Some audiences are too lazy to go through all the written details, so if informational videos are inserted in between paragraphs, it will keep the audience engaged for quite some time. Some useful video is placed at the end or beginning then it will give an immediate knowledge about the company.

These days a lot of brands are making a human interest advertisement, which helps the audience feel connected with the brand.

Socialise

The advertisements and important information can be circulated to large mass through Facebook, Twitter, Instagram and YouTube. If the brand is renowned, everybody must know about it but if it is a startup then not many people will be aware of the brand.

Thus pushing the advertisements, videos and stories on various social media portals will help people to know about the brand.

As per study reports, 87% teenagers look up on internet to solve their teenage problems such as acne, pimples, anxiety and facial hair problems.

Time-to-time updated

It is very important to keep the brand’s page fresh always. Stale information is a big turn-of. If new information about some new drug, cure for some disease or any information, related to the healthcare sector will encourage the audience to always come back to the site for information.

It will also reflect the sincerity of the brand. And other brands will also be happy to get associated with the brand

Research says that 77% of people turn to Google for their healthcare awareness, recent development on cancer, diabetes, blood pressure and obesity drugs.

It is just not the idea of business but also these small details, which will help in boosting the brand’s market value. 

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mHealth may have lots of money, but it still has a long way to go

mHealth may have lots of money, but it still has a long way to go | Social Media and Healthcare | Scoop.it

Studies indicate people with chronic conditions want to use mHealth devices at home for care management, but the devices and apps they’re trying are too complex or confusing. More than 100,000 (health) applications are now available in the leading app stores, and the assortment is constantly growing,” says a BAEK study that was discussed at the congress. But only a fraction of the programs are certified as medical products.Mobile health apps for smartphones and tablet computers are especially popular with young people. And demand is rising. There’s a caveat, though. An app can never replace a doctor – at best it can only supplement one, but the problem is that too many patients may be relying on apps that have not been medically tested. The other problem is that many mobile app developers are lax when it comes to data privacy. Users should be careful not to thoughtlessly share personal information.

Chronic Conditions…

A report from digital health analyst Parks Associates indicates 27 percent of those surveyed with a chronic condition want a mobile health device that tracks their condition – yet significant numbers also report that the devices they now have are too complicated to use or don’t work properly.

A lot of patients simply do not have a good grasp on health metrics – meaning they either don’t know what their current health metrics are, or they do not know what they should be, the survey noted. Plus, even when patients do know their numbers, it is not guaranteed that they understand what those numbers mean. To make sense of health metrics and chronic disease management, patients need support from their healthcare providers.

Accuracy Issues?

An independent study of 18 popular mHealth sensors used by people with diabetes finds that two-thirds aren’t meeting standards for accuracy, potentially putting those users at risk.

The analysis of 18 FDA-approved blood glucose monitoring systems (BGMSs) by the Diabetes Technology Society found that only six meters recorded blood glucose levels within 15 percent of mg/dl of the laboratory value in at least 95 percent of the tests. In layman’s terms, this means a person with diabetes can be confident that a blood glucose reading is accurate 19 times out of 20.

Compared with the traditional method of in-office visits, does self-monitoring of blood glucose (SMBG) via digital tools result in better health and wellness for people with non-insulin-treated type 2 diabetes?  In the case of a 450-person cohort studied at 15 primary care practices across the University of North Carolina, Chapel Hill health system, the answer was a flat “No.”

The patients were randomized into three different groups. Two groups were given the Telcare connected blood glucose monitor, with one of those groups simply checking in with the device and the other doing the same plus receiving “enhanced patient feedback” (in the form of automated, one-way messages delivered directly on the meter). The third group did not receive a device. After the patients were randomized into groups, their primary care clinicians worked with them to manage their conditions, with those whose patients were using the Telcare devices receiving a summary of the data via their electronic health records.

Researchers were measuring outcomes based on hemoglobin A1c levels and health-related quality of life. Over a year’s time, there were no significant differences in hemoglobin A1c levels nor health-related quality of life over all three groups.

“Incorporating technology into self-management activities has been touted as potentially transformative for patients, and to date some smaller studies support this notion. However, our findings do not,” the researchers wrote in an article published by the Journal of the American Medical Association.

Pharma may have the solution

Can you imagine a mHealth app developed by pharma that had been clinically tested to show that it provided both accurate data and improved patient outcomes? It would ne recommended by physicians and insurers alike and I’m sure widely adopted.  mHealth developers need to work closely with pharma R&D people yo better understand the clinical trial process.

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