Via Gilles Jourquin
Your new post is loading...
Your new post is loading...
Doctors who interact with patients on social media risk blurring the boundaries of the professional relationship, according to a medical defence organisation.
MDDUS (The Medical and Dental Defence Union of Scotland) has reported a 74% increase in calls from doctors on the subject of social media this year compared to 2013. While a small part of this rise could be attributed to growth in membership, MDDUS now receives four times as many social media-related calls compared to 2011.
A study published last month in The Lancet Oncology revealed that one in seven doctors had accepted Facebook friend requests from patients.
MDDUS medical adviser Dr Naeem Nazem reminds doctors of their obligations to keep their relationship with patients professional.
“Social media offers a platform for doctors to network effectively and develop their own knowledge and expertise,” says Dr Nazem.
“However, the rise of social media has created some serious ethical challenges for doctors and their relationship with patients. We have handled a number of cases where doctors have sought advice from us regarding social media issues, including patients posting critical or abusive comments.
“Doctors must keep their relationship with patients professional at all times. Accepting a Facebook friend request from a patient or commenting on a post risks blurring the boundaries between a professional and personal relationship. As a consequence, doctors may find that their ability to make objective judgements in clinical situation is affected.”
Social media can offer a detailed insight into a doctor’s life when they are off duty, warns the MDDUS.
“As a doctor, the reality is you are never off duty and their status in the public eye demands a high standard of conduct at all times,” says Dr Nazem. “By interacting with patients online, doctors are exposing themselves to be scrutinised from their own homes.
“When using Facebook or Twitter, doctors should ensure patient confidentiality and should avoid sharing any patient information, especially anything that could potentially be linked to an identifiable individual. Even with the proper privacy settings in place, anything posted online may end up being distributed further than intended.”
The General Medical Council’s (GMC) guidance ‘Maintaining a professional boundary between you and your patient’ on doctors’ use of social media, states: “You must consider the potential risks involved in using social media and the impact that inappropriate use could have on your patients’ trust in you and society’s trust in the medical profession. Social media can blur the boundaries between a doctor’s personal and professional lives and may change the nature of the relationship between a doctor and a patient.”
In my previous post I talked about the benefits of using social media in a medical practice and I said that the next post in the series would take a look at the tools, techniques, and social media platforms you should use to help you realize the benefits of social media. This will not be an exhaustive look at social media platforms or the way to get the most out of them. However, it will be a good place for you to start and will offer some techniques that those who’ve started might not have heard about.
First, a word of warning. When starting to work with social media, be sure to pace yourself appropriately. As you start working with a specific social media platform, you might want to start “sprinting” and dive really deep into the product. That’s a great way to develop a deep understanding of the platform, but it’s not sustainable. After doing a deep dive into a social media platform, find a sustainable rhythm that your practice can sustain long term.
Social media is a marathon, not a sprint.
Facebook – With nearly 800 million active users, it’s hard to ignore the power of Facebook. Given these numbers, the majority of patients are on Facebook and they’re likely talking with their friends about their doctors. Unlike many other social media platforms, most people are connected to their real life friends on Facebook. That means the focus of your work on Facebook should be to help your most satisfied patients be able to remember to share this with their friends as the need arises.
On Facebook this usually takes the form of a practice Facebook page that your patients can “like.” Invite your patients to like your Facebook page when they’re in your office or through your patient portal. You can even test some Facebook advertising using your internal email list to get your patients to like your page. However, the most important thing you can do is to make sure you regularly update your Facebook page with quality content. That way, they will want to like your page when they find it.
When it comes to content, put yourself in the shoes of your patients and think about what content you would find useful as a patient. Don’t be afraid to post things that represent the values of your practice, but may not be specific to your practice. In most cases, what you’re sharing on Facebook is more about helping that patient remember your practice as opposed to trying to sell them something. For example, it’s more effective to post something entertaining that your patients will like and comment on than it is to post some dry sales piece that they’ll ignore.
Twitter – Similar to Facebook, you want to create a two step process with Twitter. First, think about content you can post to your Twitter feed that would be useful to your patients and prospective patients. No matter what marketing methods you employ to increase Twitter followers, if your Twitter account isn’t posting interesting, useful, funny, entertaining, or informative content, then no one will follow you.
Second, find and engage with people in your area that could be interested in the services you offer. Finding them is pretty easy thanks to the advanced Twitter search. When you first start on Twitter you’re going to want to spend a bit of time on that search page as you figure out what search terms (including location) are going to be most valuable to your clinic. Sometimes you’ll have to be creative. For example, if you’re an ortho doctor, you might want to check out search terms and followers of a local youth rec league.
Once you find potential patients on Twitter, follow them from your account and engage with those you find interesting. Just to be clear, a tweet saying “Come visit our office: [LINK]” is not engagement. Offering them answers to their questions or links to appropriate resources (possibly on your website, blog, or Facebook page) is a great form of engagement. You’ll be amazed how consistently following and engaging with potential patients over time will build your Twitter profile. Once they’ve followed your account, you have created a long term connection with that person.
As I suggested in my previous post, Twitter can be a great way to find patients, but it can also be a great way for your practice to connect and learn from peers and colleagues. I’d suggest using different accounts for each effort. The tweets you create for each will likely be quite different so don’t mix the two. However, the same search and engagement suggestions apply whether you’re connecting with patients or colleagues. The search terms will just be quite different.
Physician Review/Rating Websites
Discovering which one is most popular in your region is pretty easy. Many of your patients will have told you that they found your practice through these sites. However, you can also do a search on each of these services and see which ones are most active. A Google search for your specialty and city is another way for you to know which services are likely popular in your area.
Many of these sites will let you claim your profile and be able to respond to any reviews. Do it (although, don’t pay for it). Responding to reviews is a powerful way to engage your patients. If they post a bad review, keep calm and show compassion, understanding, and a willingness to help and that bad review will become good. Plus, that negative review could be an opportunity for you to improve your practice. If they post a good review, show gratitude for them trusting you as their doctor.
Once you’ve discovered which website is most valuable in your region, encourage your satisfied patients to go on that site and post a review of your practice. In some cases that might be handing the patient a reminder to rate you as they leave. In other cases, you might send them an email after their visit asking for them to review you on one of these sites. With mobile phones being nearly ubiquitous, a sign in the office can encourage a review as well.
Are you wondering what’s happening in social media today? What’s working - and what’s not? What are we seeing? According to Pew Internet Project’s research, 74% of online adults use social networking sites (up 7% from last year). For those of you still hoping social media would just go away, current research supports its ongoing, and growing, popularity.
It’s been a big year for the world, and it’s been a big year social media.
Via Brian Yanish - MarketingHits.com
he social media tsunami has changed most industries; now it is in the process of changing the way health care is administered. The days of unidirectional communication from doctor to patient are over. Now the patient is partnering with the doctor. The patient is also researching online for healthcare information and advice including social media sites.
Should doctors “friend” their patients on Facebook? No. But doctors do need to understand how social media is changing not only the healthcare scene, but also the way business is being done.
Healthcare social media sounds like a HIPAA violation just waiting to happen. But with strategic advance planning and a sound social media policy, healthcare social media can actually advance the doctor-patient partnership as well as offer a collaborative medium for networking and consulting. Additionally, social media is an excellent tool for marketing a practice or healthcare organization.
Because patients are searching for answers online, the doctor can streamline the process by creating and curating highly relevant content that directly related to these questions. In this way, a doctor can ensure that the type of information his or her patients are finding is authoritative and accurate.
By putting up a website the doctor has an online presence where a variety of information can be posted. Once the site is up, the content that is created and curated can be kept at the top of the search engines with frequently refreshed content, including a blog with posts about items in the news and evergreen topics that patients ask about over and over.
Doctors will also need a presence in most of the popular social media such as Twitter, Facebook, and Linked In to:
· Build their brand.
· Announce and link to authoritative and relevant content.
· Monitor the online information trends.
Regulatory Compliance and Ethics
Healthcare social media does need to completely avoid any mention of patient information, including any provider enrollment and certainly any personal information about the patient or his treatment. This means that any social media conversation must be treated as if it is not only in public, but written in stone where anyone can see.
Farris Timimi, Medical Director for the Mayo Clinic Center for Social Media says it best, “Don’t lie. Don’t pry. Don’t cheat. Can’t delete. Don’t steal. Don’t reveal.”
As part of an overall business plan it is also best to reveal credentials as well as conflicts of interest.
This isn’t to say that there is no place for doctors to converse about patient care and office practices. Sites such as Doximity and Webicina are coming online to give physicians an online space to network and collaborate on patient care. These sites give doctors a place to consult without leaving the office making healthcare more efficient and effective.
The internet is the first place many people go to look for just about anything, including healthcare, which is increasingly commoditized. Physician’s practices and healthcare organizations are turning to social media as part of an overall marketing strategy to find new patients. A doctor’s practice is a business, however much it was frowned on in the past for a doctor to advertise. Between lower reimbursement rates and the increasing costs of running a practice, physicians must increase the number of “customers” they have and compete against other physicians in the same field.
Healthcare social media is a considerable part of that effort which ties together the website, any branding such as logos, and content placed on other sites to build brand awareness.
Doctor’s shouldn’t “friend” their patients online but they should make sure their practice has a strong presence in social media.
Google se métamorphose en champion des sciences de la vie capable de rallonger l’espérance de vie. Cette transformation ne sera perçue par le grand public que d’ici 4 à 5 ans, annonce Laurent Alexandre, président de DNVision et ancien fondateur du site Doctissimo. « Google sera probablement la première intelligence artificielle sur terre » annonce Laurent …
Via Rémy TESTON
As Americans enroll in healthcare through the Affordable Care Act for the second year in a row, a new study reveals how physicians are being evaluated by prospective patients. The study released by Mercury360®, the pioneer in helping companies manage their online reputation, found that for over half of physicians observed the first link on a search engine results page (SERP) is a social media site and the percentage is even higher for physicians practicing in several medical specialties. The study has implications for how physicians manage their reputation, communicate with their patients, and how patients come to learn about their doctor.
Pew Research has found that 1 out of 4 Internet users with a college degree consulted online reviews or rankings on doctors or other healthcare providers. Social media sites that host user-generated content have quickly become an important source for how Americans learn about and evaluate doctors. Pew also found that 8 out of 10 online health inquiries start at a search engine such as Google, Bing or Yahoo, conclusive evidence that healthcare research using a Web browser has become the norm for healthcare buyers.
Researchers at Mercury360® found that social media sites are a prominent evaluating resource for patients using a web search engine to learn about physicians:
"Social media's influence has grown rapidly as more people rely on reviews and ratings from peers online," said Ren Bloom, CEO of Mercury360®. "It's vital for physicians to have a cohesive practice strategy on social media because consumers are out there taking note of and being influenced by user generated content," continued Mr. Bloom.
Among medical specialties, social media sites play an even more dominant role when it comes to popularity on the web. Mercury360® researchers found that for three (3) medical specialties the first link on the first SERP was a social media site in 70% of physicians observed:
With doctors in canada social networking, health related professionals have lots of resources at their fingertips to help you build their businesses. Social network locations is usually a effective resource at the disposal of folks who can leveraging it to its comprehensive potential. When social websites is confusing or misapplied, it turns into a period of time drain where many countless hours that could have been used increased productively in alternative methods to produce your companies. Given that social bookmarking is definitely misunderstood, it helps to clarify some of the spots.
Social bookmarking applies words and phrases that we all very often anticipate they grasp, like ‘networking’, up to this point from the realm of social media marketing, it has got completely different connotations,. That’s one thing that means it is baffling.
Social Marketing and Seminars
With 128 thousand most people using the web in the united states, how of achieving citizens and having been strongly related to their requirements changed. Consequently the way in which of accomplishing enterprise has evolved on top of that. People now consults their phone for optimum buys on services and products. They are also making use of their cell phones in order to buy pieces. Modifications in the manner clients are carried out also has an effect on healthcare.
Social Bookmarking gives a wide range of devices that you as a healthcare professional can make use of to develop your home business. If you use cultural (online) newspaper and tv, the type of economic building changed. Social network locations present an active process for confronting potential customers. In the past decades, the bond from a healthcare provider and potential clients was limited to one of many ways connections covered with the healthcare professional. At this moment, the subjects have a discussion back to you having Facebook, email message, flickr as well as other program, asking questions and would like you as being a healthcare professional turn out to be responsive. When a service is without, your history endures much more quickly after they use social websites, at any time you furnish effective help, they will determine other individuals.
In the past years, any specific merchandising was made up of ads indicating to concerning products currently offered and contact facts. They will often even engage in networking as a way to construct their commercial enterprise should the healthcare professional possessed social expertise. In the past generations, network consisted of connecting to small business marketing and advertising types within your neighborhood. A healthcare professional commonly become a member of the Chamber of Business, community business selection of their specialty area, an enterprise group of people the same as the lions or rotary or when they are particularly bold, toastmasters.
With social network sites, the communities that wannabe doctor joins have transformed. Absolutely certain, you may still find some of the older communities used for last decades, that can be second hand. Web 2 . 0 delivers way more preferences. You have doctor only online sites like Sermo.com, which have been a social media location specialized in only medical professionals.
In other medical care locations, certified communities including the Us Emotional Organization and so the United states Organization of Married life and Family unit Treatment method have introduced their advertising activity. This allows the existing top quality groups to create a new location to comply with using the web.
And anyone sets, you will discover people on social network locations, them selves. LinkedIn has lots of skilled categories on its online site, as does Facebook. These organizations can be different by specialty. There is sets onsadness and oncology, healthcare professional services, . . .. Many of these types oftentimes present community forums that allows you to talk about issues of priority to by yourself like the healthcare provider. I recall a newly released lively dialogue to the lifetime on Sensual Addictions on LinkedIn, whereby medical professionals resolved the situation from various viewpoints. These present a venue to fully understand the next resources and in which to stay touching with co-workers.
These communities offer a site where exactly healthcare professional hook up with and hook up with other individuals expressing matching passions. This may be a new application of existing design social networks. The networking that taken place at month-to-month or once-a-year gatherings now is around each day. romance and Seminars keep going continuing to be a significant vital for a doctor to cultivate in making their company.
The Ultra-modern Networking and New Issues
Social bookmarking is beginning to change the application of the idea of ‘networking’ in new approaches. With social networking, the healthcare professional is confronted with the fresh new measurement if you should deal with exciting media. In previous several years, making a carry out connected using static media channels. With social network, the bond involving the doctor and purchaser turns into active. It no longer is a proven way while using healthcare provider suggesting to the populace that they are the proficient and also the sufferer will have to recognize that. Now the open tells you back to you, looking for proof your abilities, thoughtful and sympathy. In previous years, you can get away from you with just ‘being the health related professional’. In age social websites, they wish to know a situation about Dr. Nara. Additionally, Jack the therapist.
Considering the new application of ‘networking’ such as the communication and interaction having the clientele, healthcare professionals are in new gaming. The purchasers now ask questions and connect to them in an ambiance the location where the healthcare provider is not actually the only one in control. The doctor and in addition the prospective customers now reveal deal with. Prospective customers now seek advice and do friendly interaction that did not are in existence few years back. With social media, the opportunity clients is strengthened.They do know somewhat more and wish greater than they probably did several years back.
With social networks, today’s individuals normally personal-make out in advance of when observing the doctor. Within a learn 81Per cent of respondents indicated that they plan to purchase assistance online, such as healthcare aid. Consequently the general public could using the internet, and the social sites for their own health care assist to integrating personal-diagnosis. Within a latest analysis 47% of those wanting health insight also generated personal-diagnoses. This approach has grown so popular, you will find a disposition to focus on Dr. Search engines like google. One of the important problems based on these records is is that the people might not be verifying the veracity of knowledge they receive.
Not just may be the the general public exploring the web wanting assist you, they are generally identifying him or her self aided by the answers they have accessibility to. Doctor. Bryan Varabedian asserted “Information and facts are the fresh third party contained in the check-up place”. (Dr. Varabedian keeps a web blog addressing the convergence of communal medications and mass media.) Healthcare dealers development their business now have to handle people while using and getting more info ..A lot of the info is nice, even though is not really from successful solutions. Yet another test is the time when subjects enjoy the privilege content however they are working with it in the unorthodox style.
With affected individuals being familiar with a whole lot more, they have begun to personal-analyze their giving challenges or predicaments.The total knowledge of men and women daring to self-detect sometimes appears as terrifying by some medical professionals. In The state of texas, a physician’s team has prosecuted the Chiropractic specialists, podiatrists and children counselors while they dared to identify clientele. This is actually a considerably cry from Pennsylvania, the place where all 277 of College of Pittsburgh Medicinal Hub (UPMC) sent out e-mails, including electronic family house telephone calls. For the reason that talk about, some subjects receive a prognosis without need of going to a health care professional (or any healthcare professional) physically or perhaps even talking with one single on the phone. It stays to be noticed how these medical professionals will reply to people detecting their own self. Today’s web 2 . 0 wise medical patients also deliver with a lot more resources and get a good deal more informed basic questions than earlier several years. Medical professionals now really need to be completely ready to manage this predicament of patients getting a well informed tone of voice inside of their health related steps. The people of today will not make sure you go alongside health care decisions, just based on your statement. They might also compare your details with the information they obtain online. Which means the doctor would need to render good information and turn into onto the next movements and changes in their subject.
The feedback of canada dental directory clients in medical care preferences has wonderful ability in boosting the grade of medical. By making use of internet marketing, the subjects are not just setting up informed choices, they really are conversing out. With people by using a speech, the medical organizations who play their sounds and respond is going to thought by many as the guru. Once they want their firm to succeed, it means that health-related should be a little more receptive to individuals complete.
Possibility patients want to discover about their health related companies. When medical patients can be restrained with regards to who the patient can watch, as soon as the people will have some solution, they typically have problems and wish to talk with the service. Internet marketing supplies a way to allow them to “familiarize yourself with” their doctor. Companies that learn how to use social media marketing in dealing with clientele is without a doubt in front of their competitors. Persons suppliers will also have to cultivate posted “social sites policy” in working with persons patients. Health related suppliers with the help of web 2 . 0 must be crystal-clear about the boundaries between these ourselves and purchasers, specifying what material they should readily share about their selves in addition accessibility.
In using a new social media marketing, the population is actually visiting Fb or Bing in order to locate assist when they visit phone book. Therefore health-related solutions who do not have a social networking appearance will likely be transferred across. By taken into account by future affected individuals which happens to be seeking out health related, they will likely not.
The value of Social Sites
When lots of people are applying social networks, folks medical care providers who pick to never be a part of it by doing exercises ‘social media abstinence’ are passing up on the transforming way in which everyone communicate. Healthcare professionals who decide to reduce social internet pages entirely are crippling itself. The population now use them substantially. Whether in the use of their personal computers or mobile phones, or at the same time, it is actually a truth. Social media has evolved the manner in which folks socialize in the marketplace.
Dr. Ross Speck, who analyzed social networks back in the 1970’s watched the adjustments heading. In the event that psychotherapist is always keep a recovery romance with people through this situation [personal transformation]-if he is being of worth in relieving distress-he needs to innovate”, he explained, “. While Dr. Speck’s suggestions have already been directed at psychotherapists, it provides program to the healthcare professional in practice these days. It will be becoming important for healthcare providers to realize how to use social media marketing. However, employ someone on their behalf that does.
Doctor. Ken Cohn MD, has identified importance of the latest news and health care rehearse. He commonly deals with this subject. “…considering the fact that doctor business leaders across the now 2 years will affect designs of concern supply for the following twenty five years”, he spots time for health related dealers to behave on social network is presently.
Social networks is yet another technique for an ambitious doctor to contest with much larger rivals, may it be using their company folks medical care, creating or communicating. The usage of social sites cleans away the type profit that some exploit in giving health care.
Doctor. Ken Cohn who has developed collaborative career between nursing homes, sufferers and physicians provides the latest advertising to show the content of his work to the rest. To advertise his arrange, “I see social network as the very good equalizer.” They have encountered social networking grow the level of take care of private hospitals. He has also observed how he, with his manual could take on wider web publishers taking advantage of social network sites.
Internet marketing also permits the tiny man or women in the beginning stages to generate a name for themselves. A very reactive doctor can generate a term for by themself while using open public and not just at all times having to be influenced by the capability broker agents of proven tactics.
Communal areas are is changing health-related, especially how health related carriers establish their training. It shifts how customers see them, relate with them, and products and services are offered. In addition, it alterations the way that healthcare firms will discover likely subjects. Discovering how to use and excel at social network is essential to get a healthcare professional wishing to develop their venture in today’s social media saturated tradition.
Social Bookmarking Equipment
When you finally to provide a doctor features a social networks insurance policy, you need to use the knowhow available for purchase. Here are the social bookmarking software and alternatives they could be made use of by a doctor in development their home business.
Twitter: Facebook is most likely the most significant interpersonal network. With rising occurrence, families searching Facebook or twitter because of their calls for. You can have business venture webpage to establish awareness of your organisation. Specified the magnitude of Facebook or twitter, it is critical that these doctor get a web page in order to remain focused.
LinkedIn: This social internet site allows medical professionals to community along with other individuals. 80% of small business proprietors in a single 2011 questionnaire survey utilizing LinkedIn. Building a profile will permit the rest know that you are in operation and cause meaningful small business potential buyers. Getting a home business often involves joint ventures. LinkedIn is methods to notice prospective soulmates for joints endeavors.
Facebook: This blog supplies a platform to prevent individuals knowledgeable of “what is happening”. The populace very often enjoys to understand what is actually new. Always keeping them notified in regards to happenings and new elements popping out. In the united states, 13Per cent within the human population internet use flickr.
Digg: This headlines web pages could be used to create a next few for medical agencies.
Search engines: Although not always viewed as a social networking, it offers a lot of applications which entail cultural connections. This is where adult men and women seek for service providers. Enjoying a nice Google and bing being ranked can create a difference on your firm exposure.
As soon as a healthcare provider has profile, they may need to use social media marketing in getting together with their prospects.
The healthcare provider can utilize these tools for announcements, persistent degree, resolving frequently wanted to know things, combating standard healthcare worries, and healthcare articles that would be useful in their eyes.
Summary of strategies for social networks
To summarize the way a healthcare professional can make use of cultural websites to create their commercial the next few simple tips is often obtained:
1. Community with other folks and qualified personnel within a local community.
2. Create beneficial individual help and advice. Develop into a reference point. As one example, if you find yourself a chiropractic specialist, you may write a range of well written articles, blog articles, etcetera. on exercises, overall healthiness ingesting, find out how to lift up serious cargo, . . .. With every report, it may well improve your knowledge of your eyes of prospective buyers.
3. Include a developed social network plan, then use social networks to enhance your home business.
4. Connect on social websites in relation to basic questions and questions. Be prepared to answer inquiries making personally at your disposal on such sites. They are utilized to share fantasticvideo clips and content, et cetera.
5. Know how to use interpersonal spots towards their 100 % future. Web 2 . 0 has several alternatives. You can setup a blogtalk car radio reveal, have regular episodes alone YouTube channel, have novel association on LibraryThing. You might be restricted only on your acquire mind in contacting potential clients and gives premium affected person concern.
6. Allow online community know that you are currently attainable on personal web sites. Include your flickr confront, or Facebook or twitter business logo during your promoting and marketing.
Via Giuseppe Fattori
the same issues and topics were repeated at every conference. Thinking about this later, it struck me that some debates never die. Like the origin of the species, or left brain vs. right brain. While this may appear to be a waste of time, I think it’s great! Else we might not have anything to argue about – or discuss at conferences, or in linkedin groups! So, I’ve put together a small list of debates that we competitive intelligence professionals endlessly engage in, and which will probably never be truly resolved.
Via Bonnie Hohhof
For many patients living with a rare disease, connecting and sharing information with other patients and their caregivers can be a challenge.
When Liz Crawford discovered in 2008 that her infant son Malachi had an uncommon gastrointestinal condition that causes blockages of the large intestine, she found little information “out there” on caring for a child with Hirschsprung’s Disease (HD), a rare congenital condition that affects one in 5,000 children.
She decided to do something about it after Malachi spent time in NICU, underwent surgeries, hospitalizations and taking a moment to catch her breath.
In 2011, tongue firmly in cheek, Crawford, owner of Swish Productions and a former model, launched a social media campaign “Shit Happens.” Before she knew it, families and patients from around the world were sharing their daily struggles, giving each other advice and raising awareness about Hirschsprung’s Disease.
“The outpouring was amazing and the campaign went viral,” recalled Crawford.
When pediatric surgeon Richard Keijzer, University of Manitoba Thorlakson Chair in Surgical Research and Research Director for the Department of Surgery, heard about the global support network Crawford had launched, he viewed it a as a unprecedented opportunity to connect with HD patient families worldwide and test the effectiveness of Crawford’s social media awareness campaign and potentially help guide future research on HD.
“Social media has changed the way people communicate,” said Keijzer, one of the study’s authors. “This study demonstrates that by using a multi-pronged social media strategy, one has the ability to break through barriers of distance and time while targeting the desired demographic. These characteristics make social media an effective tool to not only build a community, but also provide a platform for health-care professionals and researchers to engage in family-centred research.”
The study covered almost 50 countries with a potential reach of over 130,000 people. A simple questionnaire was sent out via social media channels – including a blog, Twitter and Facebook – and within five hours up to 20 per cent of viewers had seen and responded to the questions. In current medical research practice, a survey sent out to an international community of patients with a rare disease would easily take months to complete.
For Crawford, the experience of working with University of Manitoba researchers as well as staff at the George and Fay Centre for Healthcare Innovation, a joint University of Manitoba and WRHA initiative, has been extremely rewarding – and promising.
“Everyone thinks they know what parents want or need. It was so gratifying to work with doctors and researchers who really wanted to find out what the priorities are for HD families, and to take note of how we communicate today. It’s win-win all around because you know… ‘Shit Happens’,” laughed Crawford, noting a sense of humour is helpful in dealing with medical challenges.
The study “Analysis of a parent initiated social media campaign for Hirschsprung’s Disease” was published today by the Journal of Medical Internet Research
Many of these are successful in engaging their audience, considering that there are several likes and shares on each post, as well as some being commented on (especially if they are topical, like Ebola). More robust engagement comes in the form of competitions, such as BI's asthma photography contest. This gets people involved in creating content as well as raising awareness of a therapy area without being promotional and involving product names.
Figure 3. BI's photography competition serves as the cover image and connects an Instagram campaign to their Facebook page.
Going one step further, J&J not only asks general questions to the fans of the page, but is also involved in the follow-up discussions. Having personal responses from the company is of high value to the customers, and the dialogue helps build reputation. Note that the key to avoiding regulatory issues is to ask something that is not likely to lead to any mention of products or adverse events.
Figure 4. J&J gets involved in the conversation about Halloween.
Figure 5. The information page for consumers on the Pfizer page is clear and friendly about the company's comment policy.