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Rescooped by Denis Granger from Digital et santé

Texting the Teenage Patient

Texting the Teenage Patient | #DigitalHealthcare | Scoop.it
Doctors are making house calls via texting, blogs and social networks like Facebook and Twitter.


"The teenager’s cellphone buzzes. Her doctor, Natasha Burgert, is texting her: “Better morning with this medication?”


Another teenager opens his phone. “Everything is great,” reads Dr. Burgert’s discreet text. “Go ahead with the plan we discussed. Please reply so I know you received.”


And on the morning of college entrance exams, a teenager who suffers from a roiling stomach reads Dr. Burgert’s texted greeting: “Prepared. Focused. Calm. Your body is healthy and well. Good luck today.”


Dr. Burgert, a pediatrician in Kansas City, Mo., is making house calls. She is among a small but growing number of practitioners using social media to engage adolescents. Her patients read her blog and follow her on Twitter and Facebook. She even follows a few of the teenagers’ blogs, commenting occasionally.


During checkups, Dr. Burgert no longer gives teenagers brochures with advice on healthy living — which usually led to glazed expressions and teeming wastebaskets. Instead, a whiteboard hangs in her exam room, with hyperlinks and QR codes to sites with teenager-friendly material on sexuality, alcohol and drugs. The teenagers can photograph the board with their phones, storing the information to peruse in private." (...)

Via Camilo Erazo, Agathe Quignot
Denis Granger's comment, October 12, 2012 3:53 AM
Exactly what we are providing in that website for doctors and patients relationsship : www.entrepatients.net
Rescooped by Denis Granger from The Future of Wellness & Healthcare

30 Facts & Statistics On Social Media And Healthcare

30 Facts & Statistics On Social Media And Healthcare | #DigitalHealthcare | Scoop.it
 53% of physician practices in the United States have a Facebook page. (Source CDW)

Takeaway: Astounding! We just learned audiences are 60% more likely to trust doctors that are online than those that aren’t! This means 50% of doctors in the US aren’t expanding their reach beyond their localities.

Via Art Jones
Art Jones's curator insight, August 11, 12:07 PM

Which platforms are best for Healthcare & Healthcare practitioners? This article shares up to date data on which platforms and channels to employ in order to reach the community of people you seek to serve.

Rescooped by Denis Granger from Social Media and Healthcare

Top 24 Healthcare and Medical Marketing Tips for 2017

Top 24 Healthcare and Medical Marketing Tips for 2017 | #DigitalHealthcare | Scoop.it

We reached out to some of the top healthcare marketing and social media experts to learn how you can better market your medical practice in 2017.

Top 24 Healthcare and Medical Marketing Tips1.  Focus on a Better Patient Experience and Nice Audiences

Two major themes come to mind when thinking about the future of healthcare marketing: prevention and personalization. President-elect Donald Trump has vowed to reform or repeal the Affordable Care Act, leaving many organizations in the dark about the future of the healthcare industry. In 2017, however, hospitals and health systems should continue to up their game in customer service and preventative care.

Despite impending changes to the ACA, there will still be a cohort of the population with high-deductible health insurance plans. These consumers are more apt to shop around for healthcare. The way to stand out in a crowded marketplace is to provide a superior patient experience, from the information available on your website to the way the staff treats patients. A better patient experience is still the way to compete in 2017.

Additionally, medical practices should step back from big-picture strategies and focus their marketing efforts on specific groups of people. Niche audiences tend to be passionate about their interests, beliefs, and hobbies. Healthcare practices can plan marketing campaigns that zero in on their passions and engage them on a more personal level. For example, your next maternity campaign can target mothers who are into wellness and fitness. Or, your next orthopedic campaign can target student athletes. Your audience may shrink in size, but your variables of engagement will increase.

Dave Vener, President
Smith & Jones

2.  Strong Referral Program

We work with hundreds of audiology clinics around the country. For local businesses without the digital marketing experience, the number one ROI activity is providing excellent service and having a strong referral program built in to every touch point.

Akiva Szental
Ozen Hearing

3.  Valuable Offer That Patients Can’t Resist

Valuable content is still king, but for healthcare practices looking to get new patients immediately, look no further than Facebook and Instagram advertising. I’m not talking about “boosting” a post about your office staff’s Halloween party. I am talking about crafting a valuable offer that your target patients can’t resist.

I recently helped an orthodontics practice run a, “$500 Off Braces” offer for two weeks on Facebook and Instagram. The ads sent people to a custom landing page designed to collect contact information. Once the contact information was submitted, the office staff received an email notification and would call the lead within 5-minutes. It’s not a pushy “sales call,” but simply a follow-up call to schedule a free exam.

We noticed that a call within 5-10 minutes proved to convert leads into appointments 70% of the time. This simple process of offer, Facebook ad, landing page, and phone call proved to bring in 12 new customers during the two-week ad campaign. At approximately $5000 per new braces customer, the ROI on a Facebook campaign was well worth it.

Seth Ollerton
Ollerton Marketing

4.  Implement Formal Patient Experience Strategy

There is no question that the number one way to grow a medical practice is through developing exquisite Patient Experiences (PX) that result in positive comments on influential social networks. It turns out that patients do not have a clue when it comes to clinical efficacy.

What they do know to the depth of their soul is, rather or not they loved the human experience that they received. Studies show that when a practice goes from a five-star to a four-star rating on health grades, yelp, Google or other rating sites, it can be the difference between bankruptcy and massive practice growth.

The take away here is that most practices do not have a Patient Experience strategy that looks at all of the touch points that patients will experience throughout their practice journey. Gain insights about what your patience love and hate, create a comprehensive and formalized Patient Experience strategy and you will lead your market in growth.

Nicholas Webb

5.  Don’t Forget About Local Media

Medical practices should consider advertising in various local media as well as online. They can run ads. They can do advertorial. They can also target and retarget by keyword searches related to symptoms, treatments and various conditions and diseases.

For an advertising budget, they might want to consider using a budget of about 3-5% of sales for advertising.

Robert Barrows
R.M. Barrows, Inc. Advertising & Public Relations

6.  Optimized Website with Fresh, Consistent Content

As we move into 2017, it will become even more critical for medical practices to invest in search engine optimization for their websites. As more and more doctors advance into the digital marketing space, website ranking and visibility will become increasingly competitive.

If you plan on reaching new patients through your newly designed and developed website, make sure you invest the time and money into SEO as well. Do your research and select a company that employs “white hat” strategies and tactics, and your return on investment should be desirable.

Content marketing is also huge in terms of website ranking, as Google looks favorably on websites that push out fresh, relevant content on a consistent basis.

Brandon Welch, PhD

7.  Don’t Get Distracted By Design – Focus on Great Patient-Focused Content

Create content that truly serves your audience.

It’s easy to get caught up in your website design, SEO, and social media, but the thing that you should always come back to is: Are you creating content (video/blog posts/resources) that actually improves your readers’ health?

I see a lot of healthcare practitioners fail at this by talking about themselves, their credentials, and their work. Talk about your patients, THEIR symptoms, THEIR struggles.

And create the best content on the web to address their health concerns. Focus on that, and everything else will follow.

Dr. Mark Burhenne

8.  Cultivate Your Personal Brand

Focus your efforts on building your personal brand online by creating content regularly on industry specific topics, getting published in industry journals.

You can self-publish your content through LinkedIn’s blogging or posts section along with other social platforms.

This will not only build your reputation through Google search results (Google yourself and see what pops up), but also position you as an industry expert, which is invaluable in healthcare where your reputation and credibility are everything.

Claire Faucett

9.  Automated Price Estimator for Patient Services

Patients scroll through the different procedures and services, add them to their wishlist and then submit the wishlist along with their contact info. They don’t see any prices until we see their name, email address, phone number and ZIP code.

This is all automated. They submit the wishlist and instantly receive an email with a breakdown of costs for those specific procedures from our cloud database. At the same time, my front office staff gets the same email with the consumer’s contact info for follow up.

We found that over 80% of consumers want to know cost before they even come to the office for a consult. Pricing isn’t the only pain point but it is the ultimate pain point. This weeds out the price shoppers and lets serious patients know what their financial responsibility is before coming in.

In my first year in San Francisco with no marketing budget, I found that 17.8% of consumers came in for a consultation after they submitted their wishlist. 62% of those that came in, booked a procedure. We found that price-aware consumers were 41% more likely to book than non-price aware patients.

In the process of using this Price Estimator, I’ve built my email database from 200 emails to over 5,800 in 3.5 years. With monthly e-newsletters, we have 12 touch points throughout the year to get those patients that submitted a wishlist to finally come in for a consultation.

In essence, we’ve married price transparency with lead generation. To be clear, this isn’t just for plastic surgeons or those only offering cosmetic services. This is for any doctor that offers medically necessary services that are typically paid out of pocket before a deductible is met. Which is pretty much any doctor now.

Jonathan Kaplan MD, MPH

10.  Google My Business Listing

Take advantage of a free Google My Business listing, ideal for a brick and mortar medical practice. Once you have created and claimed your page, you need to make sure that all of your information is consistent across web directories and citations. I highly recommend using tools like MOZ Local and Yext to save the time and hassle of updating the information manually. The tools do come at a price, but in my opinion, it’s well worth it in the long run. It’s also important to make sure that doctors are signed up on review sites like RateMDs, Healthgrades, Vitals, BetterDoctor, ZocDoc, and other niche sites. Being listed and having positive reviews will make them stand out above others.

Another important strategy is to make sure that each doctor is listed on their respective organizational websites. For example, a cosmetic surgeon should be listed on organizational websites like the American Academy of Cosmetic Surgery, the American Society of Plastic Surgeons, the American Society for Aesthetic Plastic Surgery and so on. These are highly authoritative links that can really boost the rankings of your website.

Brandon Schroth

11.  Interactive Content

For 2017, I think health care marketing will shift towards more interactive content where the reader has to make choices that influence the outcome of the content. You’ve already seen this with quizzes and tests which were the most shared pieces of content in 2016. In 2017, however, this will go further and delve into interactive videos and blog posts. When readers have a direct impact on the content they are more engaged and this increases their brand recall.

Imagine healthcare firms with pieces on content that change based on user responses. Content that applies to a person with flu symptoms will be different than content that applies to a person with bronchitis symptoms. While this takes a bit more work, it allows for the brand to be at the forefront of the consumer’s mind. The consumer is getting truly personalized information in an age when everything is generic.

Russab Ali
SMC Digital Marketing

12.  Genuinely Follow-up with Your Patients

Medical marketing is tricky territory. Talking about diseases that the practice solves isn’t really fun content for most. Moreover there’s tons of information already available on the net.

The best way then for a medical practice to market itself, in my opinion, is by taking care of its patients. And doing that well. If the patients are happy, you are sure to get a positive word-of-mouth, and that’s the best possible promotion anyone can have.

Create a digital follow-up program. Segment patients according to the disease and treatment they received. Schedule emails for getting monitoring feedback, informing them of health tips they must follow post their last visit, reminding them of upcoming appointments, etc.

Just make sure your patients are taken care of!

Pratik Shah, Director of Marketing

13.  Preventative Health, Fee Growth, Word of Mouth, Referrals

1. Schedule health care vs crisis care

We need to focus on preventative health. The best marketing you can do is to educate clients on prevention, schedule prevention checks routinely and make booking patients in for at least quarterly visits.. Every patient needs at least a quarterly check-up and these should be scheduled at the beginning of the year. Toxins are impacting health – environmental, emotional, physical and chemical – and averting a health care crisis is about talking to every patient about the toxic pond we each live in. Patients who receive regular check-ups tend to receive a higher quality of health education. In turn, this flows on to the choices they make and these choicesbecome visible to family, friends and community.

2. Increase your fees and lead by example

The best marketing you will ever do is stand in your own light as an esteemed medical professional, sought after by patients and living in honour of your own true self worth. Each year you spend money learning and passing this knowledge to your clients. As such your fees need to grow by 7-10% every year. How you present yourself to your patients and your community matters. This means honouring yourself, your income and your own health as a priority. The non-conscious is responsible for about 97% of our thought processing, so when you post on social media, walk the streets and see your patients everyday be the person they aspire to be always and in all ways. There’s no need to “sell” to anyone when you are a magnet of the truth about what it means to be truly healthy.

3. Let people know that you are a “word of mouth” practice

In my practice we talk about this to our patients all day every day. It is so simple to do. Any patient who says “thank you” needs to be told in that moment, “We love looking after people just like you, and as we are a word of mouth practice please share your positive experience with friends and family.” In 25 years of developing a successful healthcare practice this has always been (and will continue to be)the best marketing we do.

4. Give to receive

Philosophically the outcome for every patient is for them to find the highest level of health possible. Be generous in your care and refer patients to trusted colleagues and specialists when you know that their health is going to be better served by another. When you create a network of professionals who each have the mindset of collaborative healthcare your practice grows. Take an honest look at how you go about connecting with other doctors. Do you look and feel desperate to receive referrals? The energy of interacting in this way may be exhausting. Instead think laterally and be the “specialist” who consults peer-to-peer with others. These interactions from a mindset of generosity, best care and you being the esteemed professional that you are may shift referrals from others up the notch you are seeking. No doctor refers to any doctor who he or she feels (even intuitively) is desperate for patients.

Madelaine Cohen, Clinic Owner, Marketing and Brand Expert
Chirofamily Chirosports

14.  Publish relevant, quality content that answers their questions

The thing with healthcare marketing is that it can seem like more of a challenge getting your content found. The best solution I can give you is to create regular, quality content that answers the questions patients are asking, and also to create more customer-focused content on your website, rather than just talking about your own products or services.

These days, consumers are doing their own research, and it’s your job to help them do that – especially with something as sensitive as healthcare, where they want to know the facts before speaking to someone. Try to keep your content as relevant and valuable as possible to help establish trust and a connection with your readers.

Kevin Gallagher, Healthcare Marketer
Stargazer Digital

15.  Innovative Patient Experience

More regulated industries like pharma/healthcare are starting to make great strides in innovation and customer experience. I believe we will see virtual reality continue to emerge as a primary tool used to connect with patients and provide education, and as a selling tool for the pharma industry to use with its healthcare provider customers. I also think we will begin to see medical devices redefined. As previously mentioned, there are currently some health applications that can actually be classified as devices if they provide certain services. This will continue to evolve as developers, marketers and the Food and Drug Administration all come together for the good of the patient.

Brooke Fleming, Director of Strategic Engagement
Luckie & Co.

16.  Be Personal, Go Mobile

This coming year will be an interesting year for healthcare. As a marketing professional working with leading healthcare brands including Blue Shield of California, Delta Dental and others, there are three top tips for the medical industry to be better in 2017.

Make your email communications personal to the patient; Personalized emails are 6X more effective and currently nearly 40% of practitioners use email to stay connected with their patients.Be mobile accessible (online and with apps); 60%of consumers are willing to have a video-visit with a provider through a mobile device. In addition, drug companies have now launched 700+ consumer apps and 1in 3 patients use mobile health apps.Go beyond virtual solutions and consider wearable/portable hardware for marketing; It is projected that within four years, there will be 78.5 million connected personal-health devices in the U.S.

* Note: Data included in the tips was pulled from outside resources including Tractica.

Ian Baer, CSO

17.  Live Streaming and Snapchat

Social media will continue playing a very important factor in how medical practices market their businesses in 2017. Choose your social network wisely and make sure to dedicate time and resources to marketing the RIGHT way on social. If you really want to stand out and build a following quickly, hop on the live streaming craze.

Snapchat is hot right now and practices who are taking advantage of this platform are winning big time. Having an active presence on Snapchat is a great way to stand out from the fierce competition and build a following of brand advocates. In turn, this will drive new patients to your practice.

Mandy McEwen, Founder & CEO
Mod Girl Marketing

18.  Combine Social Media with Outstanding Content

I think a combination of social media and outstanding content is the best way for medical practices to attract new clients and engage and retain the ones they already have.

Social media has become a powerful tool in a company’s marketing arsenal, but it has to be utilized properly to maximize value. For example, a medical consulting firm may find that usingLinkedIn and its publishing platform may be the most effective way of branding the company and attracting professionals. I use that platform to create content that is authoritative and helpful, and I find that it can attract the professionals I’m looking to get into business with.

But that can only happen if you write high-quality pieces that are informative and actionable, because when it comes to medical advice or health advice, end-users want facts and recommendations, not opinions.

But on the other hand, a pediatric practice with a target market of mothers may find that Facebook offers a better branding opportunity through the creation of education content and personalized videos that appeal to mothers who are looking for useful information when it comes to the care of their children.

The truth is, social media and content creation are so interconnected when it comes to marketing that you can’t really implement an effective strategy by separating the two. What I mean is that your goal should be to create valuable content that will appeal to your targeted market, and then publish and disseminate that content on social media sites that conform to that market.

Tabitha Jean Naylor

19.  Deliver on Brand Promises

Unlike just a couple of decades ago, today’s patient is now also a healthcare consumer, more willing to take control of their personal health and responsible for an increasing portion of the finances related to their care. This means that patients are much more deliberate in evaluating potential providers than they once were. They’re also now less likely to remain with a provider if they’re not pleased with the overall treatment they’re receiving.

Before the patient experience can ever be controlled, the provider must effectively identify and set brand expectations internally by communicating to stakeholders the importance of value, while defining the specific roles that physicians and administrators play in establishing a patient centric culture. The patient experience must begin from within in order for the medical practice to deliver on the brand promises and be reinforced at every touch point of the patient-buyer journey.

Failing to deliver on promises set by brand communications will only serve to drive away potential patients in favor of competitors that will better meet the patient’s needs.

If you’re not thinking that the branding of your medical practice in this value-based care era is important, you better think again.

Matt Bowen, CEO
Aloft Group

20.  Responsive Medical Website

One thing I strongly suggest for healthcare providers is to make your website adhere to responsive design principles. At CareDash, we find an increasing number of healthcare related searches are mobile. Not only does it make it easier for potential patients to actually use your website, it provides SEO benefits as Google gives well executed responsive websites bumps over those that aren’t.

Ted Chan, CEO

21.  Blogging is A Great Way to Tell Your Story

Blogging is a great way to tell your story, and if done right, can help take your online marketing to a whole new level.

However, as a busy practitioner, you’ve probably figured out that creating a successful blog also comes with some challenges.

This is especially true if you’re just getting started. Whether it’s coming up with topics to write about or figuring out how to find the time to do it in the midst of running a busy practice…there are some barriers you’ll need to overcome if you want to make your blog a success.

Here are 4 Ways to Make Blogging Easier for You and Your Practice:

Set Up Your Team. As the saying goes, no man is an island…so think about your nurses, receptionists, pharmacy partners, referral specialists, social workers…all of these people can serve on your team. You may want the assistance of freelance healthcare writers or an editorial specialist, too.Developing a Posting Schedule and Stick to It. Something as simple as Google Calendar is a great tool. You don’t need to write a masterpiece! My motto is Done is Better Than Perfect!Be Conversational and Keep your Posts Short at First. In fact, many physician bloggers speak their blog post and have a team member or freelance content manager edit for clarity and SEO.Write with Patients and Caregivers in Mind. You are not writing to the universe. Your patients want to hear your stories and learn about health recommendations from you and their medical team.
I have found that nothing has helped me organize and clarify my thinking better than blogging. Start Blogging. Keep Blogging. I believe you’ll like it and your patients will thank you.

Carol Bush, Content Strategist, Writing Coach and President
The Social Nurse

22.  Get Involved in Community Events

At OraBrite, we believe that the four factors of social marketing that lead to success in office marketing are branding, social media, personnel training, and participation in local events. Our research has found that businesses that are engaged in the four social factors experience new patient growth.

Is your office looking to expand your client base and create a positive community image in your community for 2017? Your marketing message should be focused on the presence of the office and doctors in the community while addressing community health issues.

Participating in events in a local level allows your community to get to know you on a social level as well as begin to build a relationship. Giving out promotional giveaways with your office logo and practice information is an excellent opportunity to create brand awareness.

People are emotionally committed to a business they feel they have a relationship with and community events are a great opportunity to start building that relationship.

Lisa Rogers, Dental Office Sales Manager and Social Media Coordinator

23.  Know Your Competition and Where Your Influence is Most Effective

For medical practices, as for other types of marketers, it’s key to fully understand specifically who they are attempting to influence and, then, to understand as much as they possibly can about their target audience so they can identify the best channels to reach them and the best messages to influence a positive decision.

They need to do this in consideration of their competitors, as well. In healthcare direct competitors are obvious–e.g. other providers offering the same types of services. But considering indirect competitors can help to create more compelling messages. For instance, indirect competition in healthcare can include searching for information online, asking “mom” or “grandma” for advice, or avoiding care altogether. I tend to consider competition as “any available alternative” — or anything that will keep my prospect from choosing me.

Another important point for healthcare service providers relates to who they’re attempting to influence. A cardiologist, for instance, may be more effective in attempting to influence referring primary care providers than in going directly to consumers–the primary care providers are easier to identify/reach than larger pools of consumers and they exert a great deal of influence over the patients they serve.

Linda Pophal, MA, SHRM-SCP, Owner/CEO
Strategic Communications

24. Start Engaging Digitally With Patients

My tip for marketing health care practices in 2017 is to get your head out of the sand and start engaging digitally with patients. There are four key ways:

Partner with patients. Invite patients to Google their conditions and bring questions to their appointments.Publish health content online. You can’t complain about bad health information online if you aren’t publishing good information.Track your online reviews on Google, Facebook, Yelp and Health Grades. Listen to the feedback to improve the patient experience rather than being defensive.Make health care more convenient and less scary. Make it easier for patients to pay their bill online, or to learn about your providers, or where to park. Make it less scary by live-streaming on Periscope or Facebook Live.

Engaging with patients digitally will do more for your practice than any marketing campaign.

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Rescooped by Denis Granger from Social Media and Healthcare

Patients Love Social Media. But Will They See Your Clinical Trial?

Patients Love Social Media. But Will They See Your Clinical Trial? | #DigitalHealthcare | Scoop.it

Americans check social media 17 times a day -- that's nearly once every hour. They check their messages on Facebook, read news on Twitter, share photos on Instagram. Social networks let you advertise your medical research opportunities to a potential audience of millions. Here's how to promote clinical trials on social media in a compliant and effective way.

Why Is Social Media Marketing So Important?

Patients are on social media every day, multiple times per day. Sometimes patients come to social media sites like Facebook to seek community and support for their disease in one of the thousands of Facebook pages and groups dedicated to this effort. And sometimes patients are checking up on family and friends. Regardless, we can use the power of social media advertising to present them with information about your clinical study.

 Recruitment for clinical trials via social media is already on the rise. In one study, nine out 14 medical research companies planned to use social media to boost patient enrollment. Among organizations that already used social media for recruitment, Facebook was the most popular platform, followed by online patient communities, YouTube and Twitter.

The demographic is social media networks like Facebook is usually in the sweetspot of what researchers are looking for in trial participants. While you might think that social media skews to a young audience, 84 percent of people who check Facebook are aged between 30 and 49, and 72 percent are between 50 and 64. For a clinical trial for breast cancer, we found the highest degree of engagement on Facebook in women aged 50 and higher.

How to Use Social Media for Clinical Trials

Like any worthwhile effort, an effective campaign requires a solid strategy and great execution. Message and creative development are important as is having multiple options to test for optimization of the campaign.

It's important to stay compliant when promoting clinical trials. Facebook, for example, stipulates that all marketing must clearly represent the company and service being advertised. Twitter has a similar policy. In addition, all content shown to a potential subject must first be approved by IRB. Companies like Seeker Health offer customized compliance tools to suppress the comments on Facebook ads, which has become the gold-standard practice for clinical trials.

Accelerate Your Clinical Trial Enrollment Today

Research suggests that 80 percent of clinical trials in the United States are delayed by at least one month because of low enrollment. Social media marketing solves this problem by letting you advertise medical research opportunities to a huge audience.

If you want to accelerate patient recruitment through social media, we can help. Click here to contact us. 

Sandra Shpilberg is Founder and CEO of Seeker Health, a digital health company innovating the way that patients learn about and enroll in clinical trials. More information at seeekerhealth.com

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Rescooped by Denis Granger from Social Media and Healthcare

5 health care organizations that make the most of social media

5 health care organizations that make the most of social media | #DigitalHealthcare | Scoop.it

Health care marketers can’t afford to ignore social media.

With the right strategy, organizations can increase campaign awareness, gain community support, and garner insight from a like-minded community of professionals and individuals.

For health care organizations, social media marketing must revolve around the brand while still engaging audiences and holding their attention.

Skyword.com offered the following examples of five health care organizations that have developed and maintained compelling social media marketing strategies.

Cleveland Clinic


The nonprofit academic medical center has a strong presence on Facebook, Instagram, Pinterest, Twitter, YouTube and LinkedIn. It has created a welcoming, knowledgeable and community-centric personality by featuring people-centered and approachable photography, along with posts about local interests and friendly stories from its blog that answer common questions.

By focusing on the needs of its audience, Cleveland Clinic has developed an engaged social community on mulitple platforms.

Quest Diagnostics

The home page of this Fortune 500 organization’s website addresses both B2C and B2B audiences and includes a special social media section that enables visitors to connect directly with brand managers on Facebook, LinkedIn, Instagram and Twitter.

All of Quest Diagnostics’ social media accounts reflect the company’s professional, yet approachable, tone through simple, warm, supportive language that helps audiences feel like members of the community.

Josh Robbins @imstilljosh

My buddies at @QuestDX are sponsoring the #AIDSWalkBuffalo on 5/6. #photobooth #dedicationstation

5:23 AM - 29 Apr 2017
Twitter Ads info and privacy

Communicators also spotlight their employees, which humanizes the clinical brand.

Philips Healthcare


This health-centric division of the larger Philips brand is focused on creating a better future through its wellness-related products and services. This mission is reflected in its social media marketing strategy, which features an array of content based on its advances in health care and technology.

Its “Innovations in Health” group on LinkedIn comprises a select community of health care professionals, which speaks to an audience interested in the latest health care solutions. This has resulted in an exclusive community of over 140,000 members with a passion for health care and technological innovation at both the professional and consumer level. This community ultimately gives Philips Healthcare abundant insight and knowledge that can be used for future innovation.

Johnson & Johnson


The company has led the way for health care brands in social media marketing by establishing its own unique tone. Rather than merely posting and tweeting about its latest news, brand managers create and share content with a comprehensive focus.

This strategy shows that the company understands its audience and their interests enough to develop and endorse content that’s both relevant and timely. Brand managers deeply engage their online following and keep them returning for more.

Orlando Health


This not-for-profit health care network has established a social personality that feels upbeat, warm and personal. Its social media posts span a wide range of initiatives and interests, such as informational stories about better well-being, adorable photos of therapy dogs and the latest local news. Every post displays its passion for its people.

Orlando Health

Primary care doctors should offer or refer low-risk patients to behavioral counseling to prevent heart disease. https://cards.twitter.com/cards/rbxgc/43v8u ;…

1:00 AM - 2 May 2017
More Exercise & Better Diet: How to Cut Your Heart Disease Riskorlandohealth.com
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Orlando Health overcomes the challenge of creating a friendly and fun social media personality by incorporating a holistic wellness approach with a focus on the needs of both the individual and the larger community.

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Rescooped by Denis Granger from Santé connectée, Intelligence Artificielle, Robots... Aujourd'hui et Demain!

L'émergence d'une psychiatrie informatique #hcsmeufr #IA

L'émergence d'une psychiatrie informatique #hcsmeufr #IA | #DigitalHealthcare | Scoop.it
Data et IA bouleversent l'étude et la compréhension des troubles mentaux, jusqu'à former une nouvelle discipline scientifique.

Via Pharmacomptoir / Corinne Thuderoz
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Rescooped by Denis Granger from Social Media and Healthcare

NHS medic posts confidential patient data of new mums on Facebook

NHS medic posts confidential patient data of new mums on Facebook | #DigitalHealthcare | Scoop.it

The confidential patient data of 31 new mums at a scandal-hit NHS hospital was posted on Facebook by a medic.

Sensitive details were revealed by Italian researcher Luigi Carbone, who was working on a study to
improve detection of pregnancies with a high risk of pre-eclampsia.

Mr Carbone uploaded a photo of his laptop screen to Facebook on July 2 with the status update: “#SUNnyDAYOUTSIDE #research #workhardplayhard.”

But clearly visible on the screen was a spreadsheet containing information about 31 women who gave birth at the hospital in June. Their names, NHS numbers and details of their baby’s birth could all be seen.

And because Mr Carbone’s Facebook settings were not set to private, any member of the public could view the information.

The post remained live for more than a week before it was spotted by the social media team at North Middlesex University Hospital.

Bosses there have even admitted Mr Carbone should not have been given access to information about patients who had not agreed to take part in the research project.

READ MORECharlie Gard 'taken prisoner by the state and NHS' as family spokesman blasts authorities preventing him from travelling to US
Facebook post reveals patients' sensitive info

A spokesman said: “Some of the patients on the spreadsheet had consented to take part but a few had not.

“This is against the rules of research governance and we are taking steps to ensure this can’t
happen in future.”

The hospital said this would include tightening procedures ­regarding the release of patient ­information to researchers.

The hospital has suspended its participation in the study until further checks are carried out.

A spokesman last night apologised to patients concerned.

He said: “We have contacted each of them to explain what has happened and to say sorry. We have reported the data protection breach to the Information Commissioner and the Care Quality Commission.

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Big data de santé : une nouvelle ère s'ouvre ! - Fragrances RH

Big data de santé : une nouvelle ère s'ouvre ! - Fragrances RH | #DigitalHealthcare | Scoop.it
Tous les jours les patients utilisent internet et les réseaux sociaux pour parler de leur maladie. Il est indispensable de réussir à compiler et analyser cette masse de données non structurées pour améliorer les prises en charge. L’an dernier à la même époque je vous parlais d’une table ronde organisée par le Festival de la…
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Healthcare & Social Media: What’s the Word?

Healthcare & Social Media: What’s the Word? | #DigitalHealthcare | Scoop.it

The days of taking a friend or family member aside to discreetly discuss medical concerns and assorted healthcare issues has seemingly been replaced by public crowd-sourcing, thanks in large part to the convenience of social media. The goal, presumably, for people posing healthcare questions on social media, is to gather responses and advice from those that have been in similar situations, or possibly a free opinion from medical professionals, both of which seem to offset the apparently antiquated concept of privacy.

However, as anyone with a social media account can attest, knowledgeable responses are often mixed with, or lost among, endless anecdotes, hyperbole and humor. Obviously, relying on non-scientific medical advice from laypersons on the internet can have dangerous results, yet healthcare questions on social media are as prevalent as food pictures and cat videos.

It isn’t all bad news, there are also positive ways that social media and healthcare are able to work together. For instance, with the wide reach of social media, healthcare professionals are able to connect with numbers far larger than their real-life patients to better promote healthy lifestyles. Additionally, should major outbreaks of disease occur, healthcare professionals are able to provide potentially lifesaving information in real time to large sections of society.

Social media is also gaining popularity with those looking for recommendations on healthcare professionals, everything from initial visits to second opinions. According to the Huffington Post:  . . . “a recent survey of 1,060 U.S. adults by PricewaterhouseCoopers on healthcare and social media showed that 42% of consumers have used social media to access health-related consumer reviews (e.g. of treatments or physicians). Nearly 25% have posted about their health experience, and 20% have joined a health forum or community. The survey also showed that more than 70% claimed to appreciate receiving assistance from healthcare providers via social media with referrals and appointment scheduling. What is most impressive is the fact that information found via social media could affect their decisions to seek a second opinion among 45% of consumers.

“From the perspective of the healthcare provider, the Internet and social media provide the professional with a platform to share information, discuss healthcare policies and practice issues with colleagues, engage with the general public in promoting health behavior, and educate and interact with patients and caregivers. Such activities can potentially improve health outcomes, maintain a functional professional network, provided updated knowledge and awareness of developments and discoveries, and bring the healthcare professional into closer contact with the community.”

The site referralMD offers a curated list of 30 statistics (click link for entire list) on social media use by patients and healthcare providers:

32% of U.S. users post about their friends and family’s health experiences on social media.29% of patients viewing health information through social media are viewing other patients’ experiences with their disease.24% are viewing health-related videos/images posted by patients.74% of internet users engage on social media. 80% of those internet users are specifically looking for health information, and nearly half are searching for information about a specific doctor or health professional.27% of patients comment or post status updates based on health-related experiences.30% of adults are likely to share information about their health on social media sites with other patients, 47% with doctors, 43% with hospitals, 38% with a health insurance company and 32% with a drug company.88% of physicians use the Internet and social media to research pharmaceutical, biotech and medical devices.53% of physician practices in the United States have a Facebook page.50% of healthcare apps available to consumers can be downloaded for free and are produced by a variety of developers

Healthcare has changed with social media due to easier and faster connectivity, the formation of specific communities with regard to shared experience, and an increase in marketing visibility—by both healthcare providers and patients. While basing an individual’s healthcare path upon crowd-sourced results may not be the ideal way to utilize social media, the potential for positive sharing of information between patients and providers (and the demand for it) is quickly gaining in momentum, and the possibilities for the future appear full of promise.

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Establish your brand: 5 social media tools for physicians

Establish your brand: 5 social media tools for physicians | #DigitalHealthcare | Scoop.it

Here are five social media tools Medical News Today recommends for physicians to help strengthen their brand.

1. LinkedIn. Put a wealth of information on your profile to ensure it ranks highly. Include your practice's address and phone number in addition to other personal information regarding your educational background and areas of interest.

2. Doximity. This platform is primarily geared toward physicians. The site updates your resume with your latest achieves and lists various career opportunities and ways to obtain continuing medical education credits.

3. YouTube. You can upload a video introducing yourself to potential patients and educate the public about what you offer.

4. Twitter. Twitter has 328 active users, allowing physicians to reach many patients and extend their network. You can interact with colleagues about areas such as advocacy or medical advancements

5. Hootsuite. This app is well-suited for those who use several social media platforms. Hootsuite tracks follower growth.

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Data Science vs Data Analytics : quelle est la différence entre ces deux termes ?

Data Science vs Data Analytics : quelle est la différence entre ces deux termes ? | #DigitalHealthcare | Scoop.it
Découvrez la différence entre data science (science des données) et data analytics (analyse de données), deux approces différentes du big data.
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7 Ways Email Marketing Can Help Healthcare Industry to Reach Target Customers

7 Ways Email Marketing Can Help Healthcare Industry to Reach Target Customers | #DigitalHealthcare | Scoop.it

Though healthcare marketers have a full range of marketing options available for them, both traditional as well as digital; email marketing stands to be the best among all. One, it allows you to reach out to a large number of your current and potential customers almost instantly. Second, it involves a fraction of the cost as compared to other marketing mediums.Therefore, it becomes imperative for you and your hospital to include email marketing into your digital marketing strategy for the successful establishment and growth of your brand. But sending sporadic emails to your customers will not help. In fact, it may annoy your patients and tarnish the image of your brand. To create greater branding opportunities it is essential to devise a well thought email marketing strategy that resonates well with your target audience.

Email Marketing For Successful Healthcare Digital Marketing

Here are some of the email marketing strategies that can help use emails as a tool for successful digital marketing in healthcare industry:

#1: Make it easy to subscribe

Provide a sign up form on your website so that your patients can subscribe to your emails. While doing so, keep it as simple and as short as possible. Also, let your patients know what they are subscribing to and the frequency of the emails – weekly newsletters, monthly hospital updates, fortnightly event that you might be hosting and so on. This will let your patients know what kind of emails to expect and they can opt out of the list if not interested.

#2: Know your patients

For the success of your email campaigns, it is important to know your target audience. Sending emails related to pediatric care to senior citizens will waste their time as well as yours. Similarly, sending knee replacement related emails to young patients can not only annoy them but may also prompt them to opt out from your email list.

Therefore for healthcare marketing, segment your email list into different groups and personalize your content as much as possible. If possible, personalize your emails to a level where you can address every patient by their name. This will give them a sense of belonging and will send across a strong message that you care about the well-being of your patients and want to have a personal connection with each one of them. Email marketing for doctors is very beneficial as it is very cost effective and provides better brand awareness.

#3: Create engaging content

Design email content that’s informative as well as educative. In addition to sending promotional or product related information, send across emails that you know your customers will find interesting and informative. For example, send emails that talk about the latest virus outbreak and how they can protect themselves and their families from catching an infection, a new innovative health technology, or tips to lead a healthy life. This will ensure a higher click through rate as your patients will look forward to receiving your emails.

#4: Design responsive emails

Your emails should open up on all devices, including desktops, laptops, and mobile devices. Therefore, use a responsive template when creating an email. This will ensure a better performance of your email campaign and a happy customer base. 

#5: Test before sending

If you want the best results for your email marketing campaigns, test and retest your emails before sending them to your patients. You need to test everything, from your email’s subject line to the underlying content, images, headings and questionnaire. You must also check how your emails are performing on different browsers. This will ensure that all your emails have the best possible click through rate.

#6: Set a schedule

Don’t spam your patients’ inbox by sending impromptu emails. It will only lead to unhappy customers who will eventually opt out of your email list. Therefore, for the best performance of your email campaigns, set a regular schedule – once a day, twice a week, or fortnightly. This will help your patients know when to expect your email.

#7: Make your emails sharable

Send content that’s worth sharing and incorporate a Shareable link to the web version of your emails so that your patients can easily forward your emails to their friends. Also, adding Facebook and Twitter links to your emails will allow people to share your email content on different social networking sites – a step that will aid in the building and promotion of your brand.

A successful online email marketing campaign can help doctors and healthcare professionals retain more patients, attract new patients, and generate more leads.

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Microsoft Finds Cancer Clues in Search Queries -  The New York Times

Microsoft Finds Cancer Clues in Search Queries -  The New York Times | #DigitalHealthcare | Scoop.it

Microsoft scientists have demonstrated that by analyzing large samples of search engine queries they may in some cases be able to identify internet users who are suffering from pancreatic cancer, even before they have received a diagnosis of the disease.

The scientists said they hoped their work could lead to early detection of cancer. Their study was published on Tuesday in The Journal of Oncology Practice by Dr. Eric Horvitz and Dr. Ryen White, the Microsoft researchers, and John Paparrizos, a Columbia University graduate student.

“We asked ourselves, ‘If we heard the whispers of people online, would it provide strong evidence or a clue that something’s going on?’” Dr. Horvitz said.

The researchers focused on searches conducted on Bing, Microsoft’s search engine, that indicated someone had been diagnosed with pancreatic cancer. From there, they worked backward, looking for earlier queries that could have shown that the Bing user was experiencing symptoms before the diagnosis. Those early searches, they believe, can be warning flags.

While five-year survival rates for pancreatic cancer are extremely low, early detection of the disease can prolong life in a very small percentage of cases. The study suggests that early screening can increase the five-year survival rate of pancreatic patients to 5 to 7 percent, from just 3 percent.

Continue reading the main story

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Art Jones's curator insight, July 18, 6:21 PM

How big data is enabling systems to provide early diagnosis.


Microsoft scientist are working to understand how our search queries, when collected and analyzed over time can provide early diagnosis of disease.

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The best ways to use social media for marketing your medical practice

The best ways to use social media for marketing your medical practice | #DigitalHealthcare | Scoop.it

With nearly 2 billion active monthly users, it’s safe to say that Facebook should be a part of your business and marketing strategy. If you’re in the medical industry, it’s even more of a necessity.

By using Facebook to interact with patients, physicians can highlight procedures and products — and, most importantly, they can build trust with their current and potential patients. While likes and reactions are great, the goal is to create posts that engage and inform. That way, you can more easily spread your brand, authority, and expertise to patients that are trying to find it.

Getting your posts shared is easier said than done, right? To help break down just how to craft updates that will keep your patients engaged, here are some helpful practices to integrate into your social media business plan.

Develop a consistent voice

The first step in planning your social media strategy is to make sure you stay consistent with your voice. Having a list of prepared responses ready for commonly asked questions will help your team engage with users to build your brand. This is especially important when dealing with sensitive topics in the medical industry like procedure specifics, insurance, or recovery questions.

Connect with your audience on their time

According to data from Pew Research Center, 76 percent of Facebook users check in and use the platform every day, and 55 percent visit several times per day. With this in mind, you definitely don’t want to go days without updating your practice’s page. You should also be strategic about when you’re posting in order to get the biggest reach. Use scheduling tools (available on most platforms) to post throughout the week at different times of the day, and track which time slots get the most engagement.

Keep posts short and watch the jargon

According to HubSpot, the ideal length of a Facebook post is around 40 characters. Have a sophisticated new procedure that you’re proud of? Go ahead and post about it — just keep it simple and write for your audience. That means steering clear of medical jargon. Colleagues may appreciate an update that has standard medical abbreviations common to your practice, but this could potentially turn off future patients.

Vary your tone now and then

Although the bulk of your posts should focus on how you can help solve customers’ problems, don’t make every post promotional. Your patients don’t need to read about every service or product that you offer; they just want to know that you’re listening to them. Have fun with some of your posts. Discuss topical health issues and connect to the local community. Use Facebook Live to show off your team in action. Just remember to mix it up, giving your patients both fun and educational content to explore.

Always be present

By being present in your social media campaign and responding to patient inquiries, your current and potential patients will trust you as someone who genuinely cares about them. According to a survey conducted by Convince and Convert, 42 percent of users expect a response within an hour on social media. To keep everyone on the same page, set an internal response time goal, and hold team members accountable for maintaining that time.

Highlight community service

Promoting your work in the community is a great way to humanize your online presence. Have a flu shot drive coming up? Are your employees participating in a fundraising campaign? Create an event page to drive users to take action offline, link to informative articles about the campaign, and post images and videos that highlight your team’s participation in the event. It will further align your practice as a contributor to your local community.

Use Facebook promotions and ads

It may seem like Facebook ads are unnecessary — why pay when you can post for free? However, by using Facebook’s Ads Manager and the Audience Insights tool, you can target the users you specifically want to reach, from age to income level. Whether your focus is on brand awareness, lead generation, or website traffic, Facebook promotions and ads can help you reach your target demographic, allowing you to engage with more qualified leads.

Furthermore, the organic reach of Facebook posts has gone down markedly over the last few years.

Analyze your results

Set smart, achievable goals, and make a point to analyze them every month. How do users interact with your posts? What types of posts get the most reactions and comments? Measure key metrics like engagement and reach to determine what works, and throw out what doesn’t.

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17 New Stats on Digital Health Adoption

17 New Stats on Digital Health Adoption | #DigitalHealthcare | Scoop.it
75% of the UK population goes online for health information. In the EU, 48% look for health information online, which is an incredible difference from 16%, ten years before
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Pharmaceutical companies’ policies on access to trial data, results, and methods: audit study

Pharmaceutical companies’ policies on access to trial data, results, and methods: audit study | #DigitalHealthcare | Scoop.it
Objectives  To identify the policies of major pharmaceutical companies on transparency of trials, to extract structured data detailing each companies’ commitments, and to assess concordance with ethical and professional guidance.

Design  Structured audit.

Setting  Pharmaceutical companies, worldwide.

Participants  42 pharmaceutical companies.

Main outcome measures  Companies’ commitments on sharing summary results, clinical study reports (CSRs), individual patient data (IPD), and trial registration, for prospective and retrospective trials.

Results  Policies were highly variable. Of 23 companies eligible from the top 25 companies by revenue, 21 (91%) committed to register all trials and 22 (96%) committed to share summary results; however, policies commonly lacked timelines for disclosure, and trials on unlicensed medicines and off-label uses were only included in six (26%). 17 companies (74%) committed to share the summary results of past trials. The median start date for this commitment was 2005. 22 companies (96%) had a policy on sharing CSRs, mostly on request: two committed to share only synopses and only two policies included unlicensed treatments. 22 companies (96%) had a policy to share IPD; 14 included phase IV trials (one included trials on unlicensed medicines and off-label uses). Policies in the exploratory group of smaller companies made fewer transparency commitments. Two companies fell short of industry body commitments on registration, three on summary results. Examples of contradictory and ambiguous language were documented and summarised by theme. 23/42 companies (55%) responded to feedback; 7/1806 scored policy elements were revised in light of feedback from companies (0.4%). Several companies committed to changing policy; some made changes immediately.

Conclusions  The commitments made by companies to transparency of trials were highly variable. Other than journal submission for all trials within 12 months, all elements of best practice were met by at least one company, showing that these commitments are realistic targets.

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AllTrials survey of pharma transparency for clinical tre

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7 Trends On How Big Pharma Uses Social Media

7 Trends On How Big Pharma Uses Social Media | #DigitalHealthcare | Scoop.it

Although their communications are highly regulated, pharmaceutical firms are steadily adopting social media to reach and interact with consumers, potential new hires, and health care professionals. But how exactly are firms navigating these waters compliantly? To find out, I spoke with Lakshaman (Lux) Narayan, CEO and a co-founder of Unmetric, Inc. and a TED Talk speaker. Unmetric is a branded content analytics company that recently released a report that outlined social media trends for big pharma.

Joanna Belbey: Tell us a bit about the methodology behind your recent report, "The 7 Social Media Trends in the Pharmaceutical Industry”.

Lux Narayan:  We used data that we already had from our platform that monitors over 100,000 brands across 13 different verticals, pharma being one of them. People sliced and analyzed the data, and looked at it from different perspectives to analyze the industry. Pharma is particularly interesting because of all the regulations and compliance that surround it. It's interesting to see what pharma brands do, given the amount of Food and Drug Administration (FDA) compliance to which they adhere.


Belbey: Due to restrictions from the FDA, your report showed how pharmaceutical firms split their social presence into four independent silos. Can you tell us more about that?

Narayan: Social media is a constrained medium for pharma due to the regulatory environment . Firms are a little hamstrung on what they can and cannot say about their products. We looked at Twitter, Facebook, LinkedIn, YouTube, Pinterest, and Instagram to see how firms are using social media. We saw that there are four major silos of effort that allow firms to use social media and still comply with regulatory requirements. To start, the firms we evaluated have a Corporate Social Profile which may include an overview and history of the company and a bit about the people working there. Another popular area is Careers in Pharma, which was not surprising, considering that many of these companies have tens of thousands of employees and need the best talent. We also saw many pharmaceutical firms set up separate Over the Counter (OTC) Branded pages to discuss their specific products there. Many also create Community Pages where they talk about diseases, rather than the product or drug itself, trying to become a place for people to gather who are concerned about one of these conditions.

Belbey: In other words, pharma makes a concerted effort not to discuss specific drugs to avoid scrutiny and regulatory requirements of the FDA. What other trends did your analysis reveal?


Narayan: Overall, we found that there were several trends in how pharmaceutical firms use social media. First of all, firms have been publishing less social media content. There could be various reasons for that. Companies may have already spent too much on content and not necessarily reaching as wide an audience as before. Brands could also be reallocating money from content creation to content promotion and giving a longer shelf life to content. Or perhaps the content did not show up on public walls (“dark posts”), which is what platforms like ours monitor. We also learned that brands are careful what they publish as organic reach is not as great as it was. Overall, we were pleasantly surprised to see some brands using Facebook Live and videos, which you don't expect to see as much for a more regulated industry like pharma. However, the nature of video (requiring more production costs, effort, and time) could explain the reduction in the amount of content that's coming out now as opposed to a year ago.

Belbey: In addition to the 1) decrease in content and the 2) rise on video, your report also showed that 3) Facebook engagement in on the rise, 4) more content is being promoted on Facebook, 5) OTC Brand Profiles are declining, 6) companies reply to fewer tweets than ever, and 7) firms were active across social networks, with firms preferring Twitter, LinkedIn, Facebook and YouTube. What’s next?

Narayan:   Brands need to adapt, evolve and use data to understand what's working  and what's not. Since we’re seeing good engagement for video, they probably will continue to double down on that. Social media presence is a large dataset. With the right sort of analysis, such as artificial intelligence, more brands will learn to harness the signals that social throws up and use it to separate the needles from the haystack. It’s going to help them build better data points to design the kind of content will be more engaging. The trend of figuring out what can drive engagement and putting more effort behind it, which might be a single video that might give you more engagement than multiple posts that you put out, will continue.

Belbey: As firms have more ability to do the analytics, do you think the content is going to become more tailored and more effective?

Narayan: Absolutely. There are so many signals that they can harness and help drive narrative flow in terms of what content will engage better with an audience. That sophistication is becoming higher in pharma companies. You're going to see them use these analytics to create better and more responsive content and campaigns in the future.

Contributor’s notes: Here is the actual guidance from the FDA pertaining to advertising and social media for your convenience:

Medical Product Communications That Are Consistent With the FDA-Required Labeling — Questions and Answers (Draft Jan 2017)

Drug and Device Manufacturer Communications With Payors, Formulary Committees, and Similar Entities – Questions and Answers (Draft 2017)

FDA Draft Guidance for Industry Internet/Social Media Platforms with Character Space Limitations – Presenting Risk and Benefit Information for Prescription Drugs and Medical Devices (June 2014)

FDA Draft Guidance for Internet/Social Media Platforms: Correcting Independent Third-Party Misinformation About Prescription Drugs and Medical Devices (June 2014)

Fulfilling Regulatory Requirements for Postmarking Submissions of Interactive Promotional Media for Prescription Human and Animal Drugs and Biologics (Draft Jan 2014)

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PTs Guide to Patient-Centered Marketing

PTs Guide to Patient-Centered Marketing | #DigitalHealthcare | Scoop.it

We write a lot about patient-centered care, which makes sense, because it is the care model of the future. In this paradigm, patients are—as they should be—front and center when it comes to making decisions about their health care. Of course, this type of shift requires providers to change the way they deliver their services—you know, more collaboration, greater transparency, and widespread use of technology that fosters seamless health data exchange. But it also requires a shift in the way providers market their practices. Sure, marketing to referral sources and payers is still a necessary part of the game, but in this new model of health care, marketing to patients is absolutely crucial. To do so successfully, physical therapy clinics must adopt marketing strategies that focus on the things patients care about most—namely, getting better, faster. Here’s everything you need to know to do just that:


1. Assess your strengths—and weaknesses.

Getting a baseline understanding of your strengths and weaknesses is a fantastic starting point for any marketing campaign—especially one geared toward patients. After all, you must know what you’re working with before you can sell it. And selling something that you can’t actually deliver could land you in some serious trouble. While payers may not discuss their grievances about a particular provider with one another, patients surely do. So, now’s the time to take an honest look at your performance—and the best way to do that is to collect and track outcomes data. That way, you’ll have objective information that demonstrates not only the quality of your services, but also your patients’ satisfaction levels. And those are key indicators of a successful practice.

Incorporating Outcomes Tracking

As we wrote in this guide to tracking outcomes, there are several necessary steps for implementing a solid outcomes tracking program in your practice, including the following:

Adopt an integrated outcomes tracking solution that provides a diverse library of evidence-based, industry-accepted tests that are already familiar to—and respected within—the healthcare community at large, along with risk-adjusted national outcome comparison reports.Be sure everyone in your office—front office staff, billers, assistants, administrators, and therapists—understands why your practice is collecting outcomes data.Educate your patients on the benefits of completing OMTs, and make sure they know how to do so correctly.Establish a process for administering OMTs—including assigning responsibility for specific steps to certain staff members.2. Tailor your message.

Today’s patients have a choice when it comes to their healthcare providers, which is why one-size-fits-all marketing techniques aren’t going to cut it any longer. Instead, opt for a tailored message that gets to the heart of what patients care about, which, as I wrote above, really comes down to getting better, faster. But even that’s too general, because patients with low back pain are seeking providers who not only specifically treat that condition, but also excel at doing so. And the same goes for patients with any other condition or injury. 

Using Your Data

That’s where your outcomes data comes into play. Once you know the areas in which your practice excels, you’ll be able to craft messages that entice patients to select your services. For example, if your clinic produces exceptional outcomes for patients who are recovering from total knee replacements, then you can—and should—include that in your marketing. (If that’s the case, you may also want to consider participating in the CJR.) On the other hand, if your clinic isn’t performing exceptionally well for patients with shoulder injuries, then you may want to halt shoulder-specific marketing efforts until you’ve had the opportunity to level up in that area, which in this case may mean completing additional training or bringing in a staff member with the necessary skill set. Just remember that, in this case, your marketing materials are meant for patients, so be sure you’re communicating in a way that the patients understand (i.e., don’t use clinical or industry-specific jargon that doesn’t actually address your potential patients’ pain points). Instead, keep it crystal clear and to the point.

3. Target your market.

Once you’ve crafted your data-backed marketing message, you’ll need to determine how to deliver it. While there’s definitely something to be said for ensuring your front-office staff understand how to use your outcomes data to market to patients who call your office—what better way to communicate your value and allay financial fears before a patient’s first visit?—you’ll also want to get your message online. After all, that’s where most of your patients are going to find you. And what do patients value most online? Social proof—which means that in addition to creating a professional website and valuable content, you’ll want to get comfortable using social media and start working on generating an arsenal of positive online reviews.

Networking with Purpose

Earlier this year, Sarah Lyon, OTR/L, published a guide to help OTs use social media to better network with their colleagues. Well, her sage advice not only stands for all rehab therapists, but also applies when marketing to patients:

“Set a goal,” she wrote, because “no one has time to throw spaghetti against a wall to see what sticks.” Rather, be clear with your intentions for developing a social media strategy—before you begin.“Find the right network.” There are plenty of networks to choose from—including Facebook, Instagram, Twitter, and Pinterest—and each one serves a different purpose.“Be genuine.” In other words, regardless of the platform you choose, “Don’t try to sell something to someone you just met. Don’t ask too much of them.” And my personal favorite: “Don’t be spammy or scammy.”

Looking for even more great strategies to improve your social media marketing efforts? Check out this section of our physical therapy marketing guide. Lyon will also be speaking at this year’s Ascend summit. Check out the full agenda—and register to attend—here.

Soliciting Patient Reviews

As WebPT’s Lauren Mulligan writes in this post, “If you really want to broaden your patient base and increase your revenue, you’ll need a strategy for getting your current and former patients to sing your praises publicly.” And what’s the best way to get your patients to leave you a review? Ask. “At the end of a great appointment—or at discharge, when a patient has successfully completed an entire treatment plan—tell your client how important he or she is to your business, and then ask if he or she would be willing to leave an online review of your clinic,” Mulligan wrote. To make it even easier for your patients to sing your praises, she also recommends including “direct links to all your review profiles—including your own clinic website—in easy-to-see and easy-to-access locations, like your website, business cards, and email signature, especially if you email appointment reminders or post-session thank-you messages.” Just be sure your patient has had a truly positive experience before you request a review, because it can be tough to recover from negative reviews.

It’s been a few years now since some form of direct access became available in all 50 states, which means—hopefully—you’ve already begun marketing your services directly to patients. Now, with the industry-wide shift toward a more patient-centric care model, it’s even more important to market the things patients value.

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Why Your Healthcare Brand Should Be on Social Media

Why Your Healthcare Brand Should Be on Social Media | #DigitalHealthcare | Scoop.it

Social media marketing can be a difficult space to navigate. Success requires timeliness and a certain degree of impulse, but also meticulous planning. You have to be authentic but calculated, consistent but flexible.


These challenges are compounded for healthcare marketers, who run up against an additional wall of regulations and legal issues when trying to operate in the social media realm, including:


Staying compliant in a heavily regulated industry
Operating in healthcare brings its own set of rules that govern what brands are allowed to communicate, who brands are allowed to speak to, and what data or information brands must document and report.

Protecting the privacy of patients
As people have grown more comfortable sharing more of their lives on social media, the line between personal and professional has blurred. Sharing any piece of data about a patient is a HIPAA violation, whether the account is private or not. Ignorance of this fact has tarnished careers for unknowing professionals and led to public backlash against their larger organizations.


For some healthcare organizations, getting involved in social media can seem like too much of a risk. It’s easier — and safer — to just stay away. But that could be a mistake.


While it’s true that social media brings unique challenges to healthcare marketers, it also offers unique opportunities.


For better or worse, social media is a primary source of information for today’s audiences.

To anyone in healthcare, “fake news” is old news. Since the days of traveling snake oil salesmen, myths, false information, and “miracle” cures have plagued the healthcare space for time immemorial. Today, social media makes it easy for misinformation to spread widely and rapidly.


Becoming a trusted source of real and reliable information can make your brand invaluable to patients. Just look at Mayo Clinic or Cleveland Clinic. These brands have used social media to power their content marketing efforts and built a reputation for trust, credibility, and leadership as a result.


Social media marketing is essential to building an accessible brand identity.

Sixty-three percent of customers turn to a business’s social media channels to find up-to-date information about that business. People expect to be able to find brands on social media.


[“A website establishes that a brand exists, but a social media page establishes that the brand is active.” - Inc.]


While a handful of notable exceptions do exist — Trader Joe’s and Apple, for example — 88% of companies include social media in their marketing strategies. Especially relevant to the healthcare industry, the 50–64 age bracket has seen some of the steepest social media adoption in recent years, and baby boomers are the most likely to share content on social media.


Social media builds human connections with patients.

It may sound counterintuitive — building a human connection through a digital channel — but used the right way, social media has the capacity, more than any other channel, to do just that. Healthcare is a service everyone inevitably needs at some point, but no one looks forward to needing.


In the words of Paul Matsen, marketing director from Cleveland Clinic, “healthcare is bought, not sold.” No one ever wants to need a hospital, but if a healthcare brand can build a strong and positive relationship — via social — with people when they’re healthy, those people are more likely to turn to them when they do need care.


Social media offers direct, widespread, and immediate communication.

Because of its immediate, wide-reaching, and direct nature, social media is also an invaluable tool for communicating with large audiences during a crisis or when advocating for a cause.


For example, during the peak of the 2016 Zika epidemic, the CDC used social media channels to share information with affected communities and doctors, post tips for preventing the disease, and host #CDCchat sessions to answer questions in real time. Crises such as the Zika outbreak leave frightened communities vulnerable to misinformation, but social media presents healthcare organizations with the opportunity to share crucial information directly with the people who need it most.


So how does a healthcare brand overcome the challenges of social media to be able to take advantage of the opportunities? Here are some practical tips:


Always be listening.

Sensitive situations are going to happen. A staff member might overshare on Facebook after a tough day at work. An unhappy patient might take to Twitter to air a grievance. A physician might unknowingly post a well-intentioned but rule-breaking selfie on Instagram. The key to effectively managing these situations is catching them early. Social Studio can help brands listen for key terms and brand mentions across social media channels and show cross-channel activity in a single dashboard, making social media management easier for teams with limited resources.  


Establish best practices for social media use.

These should govern teams managing corporate accounts as well as provide guidelines for staff members using social media in their non-professional lives. For teams managing brand channels, a policy should include a chain of command and guidelines for publishing content, responding to comments, and reporting adverse events. For employees, ground rules should cover the legal requirements for healthcare professionals communicating on social media — even in private channels — as well as any organizational policies the brand has in place.


Use a platform to manage multiple accounts.

Managing multiple social media accounts through a single platform offers several advantages. It allows different teams to work together to create consistent messaging for social media campaigns, analyze data and build cross-channel social advertising campaigns. Security is also a major concern for many healthcare institutions. For a healthcare brand, getting hacked could mean compromised patient data, the potential spread of false or noncompliant information, or an embarrassing PR mess. None of these situations is fun to deal with, especially if you’re powerless to stop it as it’s happening. Managing accounts through a single platform not only protects your account passwords, but it also allows you to see all activity at once and shut down accounts if necessary.

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Profitez du retour électrifiant des big data

Profitez du retour électrifiant des big data | #DigitalHealthcare | Scoop.it
Les big data ont-elles tenu leurs promesses de rentabilité ? Non, bien sûr. Il lui manquait un élément important : un problème à résoudre.

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Content Marketing in Medicine - A Step-by-Step Guide

How physicians can use content marketing to attract referrals and improve patient satisfaction

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The delicate practice of social media for doctors

The delicate practice of social media for doctors | #DigitalHealthcare | Scoop.it

A study by researchers at the Dartmouth-Hitchcock Medical Center in New Hampshire, US found that 72% of fresh urology graduates had public Facebook profiles of which 40% contained “potentially objectionable” content.

This included pictures of the doctors’ drunk and medical ethics violations such as revealing their patient’s health information. The study brought to light the concern that a physician’s social media use has the potential to break patient trust.

Lead researcher Dr Kevin Koo said, "we all have a role to play in making sure the high standards of patient confidentiality and the doctor-patient relationship are upheld."

Many have examined the implications of HCPs utilising social media

The issue has been a concern for the medical profession for some time now with many GPs surgeries, hospitals, universities and medical societies creating guidelines on what they deem as inappropriate online behaviour.

For example, the American Medical Association issued guidelines in 2010encouraging doctors to "consider separating personal and professional content online" and reiterated the importance of patient privacy. Despite this, Koo is uncertain how many doctors "even know that guidelines exist."

The study found one case in which a patient’s x-ray and name were included in a social media post. Another study conducted by researchers at the Karolinska Institutet in Sweden found that of 13,000 tweets by 237 doctors, 6% were a potential breach of patient confidentiality.

Interestingly, in a study by researchers at the University of California San Francisco, in which 48 medical boards were asked which of ten social media scenarios would prompt an investigation, most said misleading claims about treatment outcomes would. In a separate case in January, a Canadian nurse, who posted about her grandfather’s inadequate care in another clinic, was penalised.

Maintaining a healthy work-personal life balance

It can be difficult not to cross the line into prohibiting a doctor’s right to share their lives or their opinions however as under “potentially objectionable” content, posts expressing views on religion and politics were also included in the New Hampshire study.

“No one expects doctors to never post an opinion,” Koo said. "We realise they don't live in a vacuum.”

Dr Matthew DeCamp, from the Johns Hopkins Berman Institute of Bioethics in Baltimore suggests doctors "ask yourself if this is something you really want in a public space.” Some doctors have mastered this balance well and created stellar social media presences.

Most guidelines seem to contain the same key behavioral rules and recommendations. Firstly all doctors must be accountable for all content posted on any of their social medical accounts. Secondly it is advised that doctors do not accept friend or follow requests from current or previous patients and in general avoid interacting with them online.

Additionally, patient photos or patient-specific information should not be posted online under any circumstances. Doctors should also be mindful that others may look up to them for general medical advice and so if they do post any, it should be up to date and as accurate as possible.

However social media can also help the medical profession in general as a means to market services and promote good health practices and there are a number of techniques that can help create the best website for a medical centre. MIMS

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Doctors, Social Media and Patient Trust

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Best Practices for Physicians When Posting on Social Media

Best Practices for Physicians When Posting on Social Media | #DigitalHealthcare | Scoop.it

While having a social media presence is a relatively new idea for physicians, advantages to building an online presence as a practitioner include making professional connections and taking control of your own reputation. If you have decided that you want to be on social media, the immediate consideration is how to do it well. It’s worthwhile spending a little energy deciding what your social media strategy will be.

Start simple. There is no need to join Facebook, LinkedIn, Instagram, Twitter, and other platforms all at once. Each platform has its own personality and culture, and each takes time to understand and use to your advantage. The medical profession inherently carries risk of burnout, so don’t let tending to social media keep you away from practicing.

Keep it positive and helpful. If you are representing yourself as a professional, you need to establish a positive and informative presence. Steer away from controversial topics and focus on helping people. This is especially important to consider if you are interested in locum tenens and other professional opportunities.

Connect with readers. Decide whom you are speaking to and use language that educates without alienating your audience. Are you talking to moms? Other medical professionals? Prospective employers? Consider your readers carefully with every post you make.

Include images. This is a social media rule that applies across the board, whether personal or professional. Pictures attract readers. A 2014 study on eMarketer confirms that 87 percent of shared Facebook posts include photos. For potential professional employers or locum tenens recruiters, be sure to include a picture of yourself.

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17 Provider Reputation Stats that Every Practice Needs to Know

17 Provider Reputation Stats that Every Practice Needs to Know | #DigitalHealthcare | Scoop.it
Online reputation has never been more important. This infographic shows the importance of social media and online reviews.

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Instagram : réseau social le plus dangereux pour la santé mentale des jeunes

Instagram : réseau social le plus dangereux pour la santé mentale des jeunes | #DigitalHealthcare | Scoop.it
D'après une étude britannique, Instagram serait le pire réseau social pour la santé mentale des jeunes.

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The Evolving Role of Digital Marketing in Healthcare 

The Evolving Role of Digital Marketing in Healthcare  | #DigitalHealthcare | Scoop.it

The healthcare industry is progressive in many ways, but marketing strategy tends to lag behind other consumer-centric industries. Why? With closely monitored HIPPA regulations, including how patient data is used, and the FDA constraining marketing efforts, it’s often tough for healthcare to keep up with other industries’ marketing innovations. Additionally, marketing strategy is not the priority in healthcare – patient care outcomes is (and rightfully so).

That being said, a Deloitte study found that 52 percent of consumers search online for information about treatment options or more generally to learn about health concerns or care providers. According to the same study, consumers’ use of social media for health purposes also rose from 18 percent to 21 percent between 2013 and 2015.

It has become clear that consumers and patients are taking advantage of online resources both during initial research and ongoing care – thus, it is increasingly important that organizations take advantage of digital compliance marketing to boost patient engagement and, ultimately, care outcomes.

Let’s review how healthcare marketing has evolved and how digital marketing can benefit the industry:

The Evolution of Healthcare Marketing

In the past, healthcare marketing has focused on traditional tactics such as print, TV, radio, and direct mail. Marketers would launch campaigns and hope for the best, unable to make real-time adjustments once the ads were published.

Hospitals also had an easier time acquiring patients because the population was, in general, less proactive about their health. Plus, healthcare costs were much lower than they are now, so patients did not reject or delay procedures based on cost, as happens presently. hospitals often had enough patient inflow.

Today’s healthcare consumer is much different than the healthcare consumer of the past. Patients are healthier, live longer, and rely on healthcare organizations less. Today’s patients are also able to do extensive research online, which means they are more particular about the services they receive.

As Becker’s Hospital Review explains, “Hospitals are dealing with consumers who are remarkably smart, demanding transparency and two-way communication from their healthcare providers.” To appeal to this these consumers, healthcare marketers need to adopt digital marketing tactics.

Driving Success with Digital Marketing in Healthcare

Let’s look at a few digital marketing strategies to improve patient engagement and organizational success.

Optimize for Search

According to a Think With Google Study, search engines drive three times as many visitors to hospital websites than other sources. The study also found that 44 percent of patients who research hospitals on a mobile device end up scheduling an appointment. As a result of consumers’ extensive use of search engines to find facilities or inquire about their health, healthcare marketers should keep search engines in mind when they optimize their digital presence.

Healthcare marketers can help search engines recognize and rank content by tagging a page with relevant keywords, writing informative page descriptions, and creating strategic HTML titles, among other techniques. This lays the groundwork for search engines to place your pages front and center when a relevant consumer searches for a pertinent health topic.


Create Effective Inbound Content with CRMs

The goal of inbound marketing is to provide prospects with the right content at the right time. Ultimately, earning users’ attention with great content can capture more prospects and produce better results. Successful marketers can use healthcare CRMs (HCRM) to aggregate patient data from a variety of sources and produce data-backed insights that inform future engagement strategies.

Healthcare marketers can also use a HCRM in conjunction with marketing automation to build and deploy multichannel tactics including email, direct mail, social and SMS, and then track the performance of these campaigns through a single dashboard.

Take the following example:

Say the marketing team comes across a new target: a male in his early 50’s who has previously been a patient at their health system. Because this health system has a healthcare CRM in place, predictive models can leverage information from previous interactions with their facility.

From the HCRM, marketing sees he scores highly in multiple predictive models, and as a result has a high propensity to be a potential candidate for hip surgery. The HCRM also stores his communication preferences (Email, in this case), and that it has been a few months since he came in for an appointment. This can trigger an educational email highlighting the benefits of hip surgery and what sort of recovery time to expect. The patient, after receiving this email, decides to make an appointment to come into the facility to learn more and see whether he is a good candidate.

In this example, the marketing team takes advantage of the healthcare CRM to create targeted outreach that reaches the patient on the right channels. They contacted the patient at the right time with the right content, and through the right channels. As a result, the health system reactivated a patient.

Engage via Social Media

Social media can be used to engage with patients, support physicians, and improve population health outcomes. Healthcare social media marketing strategies may include participating in discussions, networking, and promoting information about population health.

A healthy social media presence also helps attract patients. A recent study found that 57 percent of consumers’ decisions to receive treatment at a healthcare facility are strongly influenced by that provider’s social media connections, showing that patients trust healthcare organizations that engage online.

Physicians can also use social media networks to collaborate, share knowledge, and work together – thus potentially improve care outcomes.

Track ROI of Digital Campaigns

A substantial benefit of digital marketing is the ability to track and attribute results to specific campaigns and outreach efforts. For healthcare marketers, this is critical to understand what is working, what needs to be optimized, and how to use marketing budgets efficiently for the best possible results.

Before adopting digital marketing strategies, healthcare marketers would run marketing campaigns and hope for results. Now, healthcare marketers can build campaigns using past data and alter campaigns in real-time if they are not producing ideal results.

In addition to aggregating and analyzing patient data, a healthcare CRM also tracks and reports marketing campaign results. This way, healthcare marketers can attribute clinical and financial success to specific campaigns and showcase the value of their department.


Final Thoughts

Digital marketing has helped the healthcare industry evolve. By using search engines as a tool, creating targeted outreach with great content, engaging patients on social media, and taking advantage of reporting data, patient engagement and loyalty are improved, as well as marketing’s ability to confidently prove their value to the C-suite.

Still a relatively new aspect of healthcare marketing, digital marketing has already fundamentally changed the way healthcare marketers operate. As digital marketing continues to grow and evolve, the healthcare marketing industry will surely follow.

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