What Are 6 Do's And 5 Don'ts With Social Media For Healthcare? #HCSM #infographic SocialSpotlightMedia I look 4Ward to your feedback. Keep Digging for Worms! DR4WARD enjoys helping connect students and pros to learn about all forms of communication and creativity. He talks about, creates, and curates content on: Digital, Marketing, Advertising, Public Relations, Social Media, Journalism, Higher Ed, Innovation, Creativity, and Design. Curated global resources can be found here: https://www.rebelmouse.com/dr4ward/ Find DR4WARD resources on Pinterest: http://pinterest.com/dr4ward/ Follow DR4WARD on Twitter: @DR4WARD
In George Orwell’s novel Nineteen Eighty-Four, citizens of Oceania, a totalitarian state, are under surveillance at all times and constantly reminded that Big Brother is watching them.
Today, with the advancement of digital technologies – from cameras on the street and in stores, to cookies gathered from the Internet – most of us are being watched in one way or another.
For those in law enforcement, digital technology has become an increasingly important tool in the war on crime. A 2014 report by LexisNexis on social media use in law enforcement found 51 percent of those surveyed listen to or monitor social media activity for potential criminal activity and two-thirds of those surveyed found social media to be a valuable tool in anticipating crimes.
While many might think such criminal activity being monitored would be limited to identifying drug dealers, gang members, thieves and sex offenders, you might be surprised to learn that those in the healthcare arena are just as likely to be targeted and monitored.
By analyzing data from social networks, fraud detection systems can root out suspicious activity by connecting the relationship dots. For example, many times healthcare fraud is conducted by teams with a provider at the top recruiting “patients” (often friends, relatives and associates) to allow their medical records to be used to submit false claims. Investigators can use social networks, i.e. Facebook, Instagram, Twitter, etc. to link these people and put together a case.
In a number of instances, criminals have been caught and arrested for posting their own criminal activity on social media. Last September, a couple was arrested and charged with bank robbery after posting pictures of themselves on social media with stashes of cash.
Although there are some who are foolish enough to post their criminal activities on social media, it doesn’t have to be that blatant. For example, someone recruited by a healthcare provider to commit healthcare fraud might post something on their social media about how they made $100 just by allowing their medical records to be used. A simple post like that might be enough to launch an investigation – and as previously noted – get investigators to begin connecting the relationship dots.
Investigators can even infiltrate these social media networks using false names and identifications. They might pose as someone who wants to get in on the action, which in turn can help lead to the provider who was recruiting “patients” to assist in the fraudulent activity. Even if the police don’t spot such illegal activity, someone within that social network might see such a post and contact the authorities.
While we may not yet live in an Orwellian society, many of our activities are being monitored and the continued advancement of digital technologies is making it easier for fraud investigators to catch up with criminals.
The Health Law Offices of Anthony C. Vitale has been defending those charged with healthcare fraud for more than 25 years. Our team of highly skilled attorneys and consultants is here to help you before you become the focus of an investigation and will aggressively defend you should you become the target of one.
This post is about a specific course, the concept behind its technology, and what it means for the future of learning. For people who know about MOOCs this will be old news; for people who don't, I hope this will be enlightening. It's a big change. For years I've heard about MOOCs - Massive Open Online Courses. As Wikipedia says, "...an online course aimed at unlimited participation and open...
Talking about confidentiality in medicine used to be easy. There was a patient; there was a doctor; there were other people. What the patient told the doctor in confidence could not be shared with other people, without either the permission of the patient or some clear legal obligation which overrode that patient’s wishes.
With the arrival of automatic data processing a new regime was overlaid on this traditional conception of medical confidentiality, ‘data protection’, but the model reinforced the central role of the consent of the ‘data subject’. Although consent could sometimes be inferred, or obtained in such a minimalist way that data subjects could almost consent unwittingly, in the case of sensitive data – such as medical information – explicit consent was necessary.
The standard ethical argument for confidentiality and data protection via consent turns on personal autonomy. We start from the presumption that the person is an autonomous agent, with her own beliefs, wishes and interests. These are so central to the identity and dignity of the person that personal decision-making is at the heart of all regulation and governance.
Sometimes these concerns are articulated in slightly different language – the language of property (my personal data is mine) or the language of privacy (my autonomy is only protected when we recognize a zone of privacy which should not be trespassed upon). So strongly entrenched is this ethic of autonomy in our culture that when Onora O’Neill gave her BBC Reith Lectures in 2002, one of her central topics was the excessive attention paid to autonomy (in this particular version) in contrast with other, equally important, moral values, notably trust and cooperation. Since this time, she has consistently challenged what she sees as a mistaken and damaging understanding of data protection.
But look again. The idea of confidentiality between doctor and patient being inviolate was never strictly speaking adhered to: think of all those scenes in classic literature where the relatives are told things by the doctor about the patient which the patient never learns. Think of the sheer impracticality of modern healthcare in which the patient is surrounded by teams of doctors, nurses, administrators and other health professionals. And think of the complexity of modern health systems which involve whole networks of organisations processing and sharing data for clinical, public health, managerial and financial purposes. There is a certain ritual element in the invocation of confidentiality and data protection and patient autonomy which barely reflects the reality.
There is certainly a wide range of social media channels discussed on Pop Health. However, as I was browsing and chatting with Leah about this guest post, we discovered that Instagram had not yet been covered. I jumped at the opportunity to highlight some public health organizations using this channel. And with the revealing of Instagram Video, the timing just seemed perfect.
A quick search of Instagram revealed that a number of public health organizations are actively using this photo-sharing application.
Regardless of whether your healthcare organization is thriving or barely surviving, Twitter can make a major difference in your overall success. The social media platform is already helping healthcare providers share medical information, spread informative articles, and connect with patients and other medical professionals with one quick click. It’s giving healthcare professionals and patients a comfortable, convenient, free forum for healthcare communication. To help healthcare professionals make the most of Twitter, EnvitasGroup.com offered these four helpful tips.
1. Connect with Your Community with Unique Hashtags
Hashtags (#) are a fast and easy way to communicate with numerous people about the same topic. It lets your message get shared with the public, encourages open discussion, and increases interest in your practice.
But using generic hashtags won’t distinguish your healthcare organization or identify your practice, which is why you must produce and promote unique hashtags that help people recognize your business.
2. Meet and Greet with a Tweet Through Twitter Chats
Twitter Chats are a quick and convenient way to connect healthcare professionals with their patients and interested followers. They give medical professionals an open online forum to host informative discussions, educate the public, and interact with patients.
3. Communicate with Experts
Twitter is all about building relationships and some of the most valuable connections are with fellow healthcare professionals. Start by interacting with tweets from other healthcare experts. Then, share your own tweets with them on a daily basis by mentioning the personal or unique hashtags. This can greatly increase your practice’s awareness and reputation, as well as establish new relationships that expand your
4. Leverage Lists
Twitter has a great listing feature that lets you organize and access all of your tweets in a single location. These lists offer many benefits, including:
• Instant connection to a specific healthcare professional.
• Fast access for your organization to all lists on a single page.
• Convenient organization of Twitter Members.
• Group tweets become simple to follow.
By using Twitter effectively with these four savvy suggestions, a healthcare organization can easily link to new professional relationships, stronger patient bonds, and many business benefits.
The pharmaceutical world has been flocking to Twitter, just like the rest of the universe, often in an attempt to draw attention to new scientific discoveries aiding in the treatment of disease or to connect with others in their field.
However, Twitter’s popularity has not only benefited the legitimate side of the pharmaceutical industry. A study released in December, supported by both the Global Health Policy Institute and the Alliance for Safe Online Pharmacies, found an empirical link between all Twitter content and content aimed at the illicit drug sales. A survey of two week’s worth of posts shared on Twitter, involving the analysis of more than two million tweets, turned up 45,000 tweets which encouraged drug abuse. The survey found that more than three-quarters of tweets both pertaining to the non-medical use of prescription medications and including a hyperlink to a sales affiliate related to the anti-anxiety drug Valium.
This week I had the immense pleasure of attending SMI’s Social Media in the Pharmaceutical Industry conference. As always I enjoyed the event, catching up with many of the #hcsmeu twitterati and hearing insights from the industry and patients.
The event started for me on Tuesday as I led a workshop looking at how pharma can successfully engage using social media (you can find my presentation here). With a small group we discussed some of the common issues that we still face in this space, for example internal barriers, lack of adequate process and poor understanding of this channel.
Most of these issues have been around for many years now and it does sadden me that they still need to be addressed in so many pharmacos. On the other hand it is great to be able to have a much richer and deeper set of case studies to use in the battle in bringing some of these barriers down. “We can’t because of regulations” clearly no longer cuts it – regulations have been clearly shown to not be a barrier. Another element that appears to still be an issue, and which saddens me greatly, is the view that social media does not need to be approached strategically. Whilst I am a huge advocate of pharma companies getting involved in social media I do not condone or recommend doing social media for the sake of it. There does need to be a clear strategy and plan – otherwise you are just taking pot shots in the dark – and frankly doing any form of business, marketing or communication without a strategy is just plain old bad business.
I was very happy however to see on Day 1 of the conference Stine Sorensen from Lundbeck discussing strategy, and not only its importance but the importance of having a regularly updated strategy (in this case she updates it every 6 months). I was also very happy to hear Stine mention that she now has the review & approval time for social media content down to 25minutes. I have had quite a few clients tell me that 24 hour approval times are unrealisitic so it is great to be able to counter this with the fact that quite a few companies now have process in place for near-to-live response. Not being able to respond very rapidly due to inappropriate review & approval process should no longer be a barrier (and mini self plug – I can help you work this out). In fact Stine supported everything I always say – there is no longer any room for excuses around not doing social media. Those days are gone and, as her slides so beautifully shows, excuses are useless!
Another great presentation was given by my friend Jackie Cuyvers, who recently left ZS to set up her own social listening company. Jackie is an extremely experienced social listener and she now specialises in doing global / local listening. Besides flagging the importance of asking the right, business questions, she talked us through some of the implications of social listening, in particular some of the linguistic and cultural elements that we tend not to think about. She mentioned how even in the same language there are big differences across countries and groups in use of terminology. In the UK for example “pants” means something quite different from “pants” in the US (underwear versus trousers) or the term “good crack” which means different things in the US and Ireland. She also made the point that just translating content directly often totally overlooks cultural nuances and local idiosyncrasies. In English for example we use the term “kick the bucket” but in Slovenia the translation of this term would be “whispering with crabs”. This has potentially huge implications on companies running social listening research, especially if they are dependend on pure technology or English language researchers. I also loved the fact that Jackie got an image of a dog into the conference – tres social!
Jackie’s summary of the 3 steps to social listening
One emphasis that came through throughout the conference though was the importance of patients and the incredible role they play, and the huge value that social media brings to them. The event was actually kicked off by three fabulous ladies, Birgit Bauer, Silja Chouquet and Marlo Donato Love who shared some great insights from a patient’s perspective and mentioned one of my favourite quotes “patients are the most underutilised resource in the pharmaceutical industry”. They talked about the importance of getting patients involved and the role they can play in working with pharma. Silja then also went on to talk about patients participating and “attending” medical conference virtually via social media. In fact she raised the point that whilst doctor’s are the main participants online at conferences patients are also increasingly getting involved as they search for more information on their conditions. She also made some great points about the futility of pharma’s current approach to using promoted tweets and how this is potentially going to be a big issue resulting in dilution of high value content on Twitter.
Perhaps a highlight for me though was Trevor Fossey who talked us through the impact of digital on patients and the NHS. I was nearly crying as he told us that he has access to his NHS medical record online, and that of this wife for whom he cares, and that as of 1st April every NHS patient has a right to access their medical record online. OMG! As a UK patient, with a chronic autoimmune disease, not having access to my medical records has been a big issue. I have been to numerous doctors, privately in the UK and abroad, and have never been able to show them my NHS blood results as I did not have access to them. Of course the fact that I now live abroad and don’t have a GP means in all liklihood I still won’t be able to access them but the realisation of what this means for other UK patients, including my elderly parents, was profound. Trevor mentioned some fantastic points about how impactful empowered patients really are – and how much money they save the NHS. I can tell you I was certainly not the only person in the room blown away but Trevor’s presentation – despite being a room full of digitally savvy people none of us where aware of our right to access our medical records online. Trevor found himself a whole group of advocates at the event (I for one have alreay shared to news to all my UK friends and family).
There were so many other great presentations, such as Letizia Affinito who showed us some great non-pharma case studies, and Pinal Patel from BMS who showed us how they are using social media in clinical trials – and more importantly how they are listening to patients and adapting their process in response to patient feedback. An awesome point was made that often once a trial is over patients are just left alone – but really we should be thanking them and sharing the results with them (something BMS plans to do now thanks to feedback). Charlotte Roth from Actelion also gave the Corporate POV around social media, bringing an additional dimension to the conference, while Liz Skrbkova shared perspectives around multi-channel engagement and online influencers. I also have to add that IMHO Liz was one of the best dressed ladies at the event :)
Last but not least was the pleasure of meeting all these amazing people and having some great discussions, including over wine and dinner. Dinner also gave me the opportunity to catch up with a couple more of the #hcsmeu and the next day I was able to sample some of the most amazing cocktails at the Alchemist in the evening. Afterall what would a social media conference be if it didn’t include the “social” bit!
In 2011, a warning was given to a nurse for commenting on a blog post. It was a small-town newspaper site, and she used a nickname for the patient and the comment was a positive one. She never mentioned medical conditions or the name of the person. However, since it was a small town, other identifying factors made it clear who the nurse was mentioning. This violated the 18 personal identifiers listed by the Health Insurance Portability and Accountability Act (HIPAA) that must remain private. Just that easily, a well respected healthcare professional committed a HIPAA violation.
This is one of many examples of violations made online almost daily. In today’s world of sharing just about every aspect of our lives on social media, even the most innocent act can result in a HIPAA violation. It doesn’t matter if it’s shared in a positive spirit; there are civil and criminal penalties for employers and employees who divulge patient details without thinking.
So how do you protect yourself, your staff and your organization? Compliance officers know that new hires must undergo HIPAA compliance training. But are you offering refresher training for long-term personnel? And even better yet, training should be documented and it should be interactive (facilitate a dialogue and explain the material, discuss examples and consequences, don’t just hand written policies to new hires and ask them to read it).
A few important tips for training healthcare professionals to avoid HIPAA violations:
+ Keep personal and practice accounts separate.
+ Do not “friend” patients and clients.
+ Make sure everyone understands the 18 HIPAA personal identifiers, all which must stay private.
+ You do not have the right to take a photo of a patient on your phone, even under the happiest of circumstances. Just assume you cannot take any photos at all, with any camera, ever.
We all love to share our lives and what we are doing on social media (I know I do!), but in the medical field it is important to be discriminating, otherwise you could be facing civil and criminal penalties with just one click. A good rule of thumb is to never talk about any individual patient. Have questions about social media marketing or avoiding HIPAA violations?
Whether you’re a site, sponsor, or any other advocate for clinical research, using social media as an awareness tool can prove invaluable. But, how do you know if your social media content is reaching the right patient populations? The Facebook page for your clinical research organization can gain hundreds of likes, but if no one actually views your website or enrolls in your study, can you consider your efforts successful?
Tracking social media metrics can provide valuable insight to help you better direct your efforts and reach your target audience. There are many free tools available to help you access this information and evaluate your social media progress.
This article examines three of the best social metrics for sites to track and lists free tools to help you calculate your social media and patient recruitment success.
This social metric measures how your audience responds to your content. Engagement can be calculated a number of ways depending on the platform you’re using. On Twitter, this could be the number of retweets and mentions for each post; on Facebook and LinkedIn it could be the number of comments and shares.
Note that engagement is not the number of followers or fans your page generates. Those numbers are often superficial, as they don’t provide any valuable information about your audience. Engagement is specific to the way your followers interact with your content and reveals the type of content they enjoy most.
Why it’s valuable:
- Allows you to see how many people are viewing your posts
- Helps you determine what types of posts gain the most attention
- Reveals who is most engaged with your social content
As stated above, this metric gives you a better understanding of who is most engaged with specific types of content. Use this information to adapt and customize your posts to better engage your preferred patient population. If you see that those who are most engaged with your posts are not patients or are people unlikely to enroll in your clinical trial, you may want to reconsider your social strategies. You can adapt your strategies by experimenting with keywords, hashtags and links that are of interest to your audience.
You can also adjust the type and format of content you’re posting. Consider mixing your original content with some curated content; vary the number of promotional versus educational posts. You can post an article you found on a relevant site or a news update on a topic you know your audience would be interested in. Then, track the level of engagement with those items and continue to adjust your strategy accordingly.
To learn more about optimizing your social messaging, watch our free on-demand webinar, “Boost Local Patient Recruitment Instantly with Social Media.”
2. Click-Through Rate (CTR)
This metric reveals the number of people directed to your website through your social media posts, i.e. the number of people who clicked the link to your site. It’s one of the most important ways your followers can interact with your posts because it takes them to your website, where they have access to more information about your clinical research efforts and specific studies for which they may be eligible. It also reveals the type of individuals who are interested in what you have to offer, as it allows you to look to see if they are already in your patient database.
Why it’s valuable:
- Shows the number of people that click posted links and reach your website
- Specifies what type of post/messaging garners the most interest in your site or study
Knowing the best methods to direct your social audience to your clinical research website is very valuable. Use this information to experiment with your posts and increase the “click-a-bility” of your social content. One easy way to do this is to include links to content on your website in order to indicate that your audience can learn more by clicking that link.
You can also compare the CTR with the level of engagement you see for each type of post. If a post received a high engagement rate in terms of likes and shares, but shows a low CTR, you can work to alleviate that discrepancy by encouraging your audience to click the included link.
To learn more about how to optimize your website and social promotion, view our free on-demand webinar, “What a Site’s Clinical Research Website Should Look Like.”
This metric measures the average dates and times your audience is likely to be on a certain social platform. Depending on the platform you’re using, timing can have a significant effect on the number of people who view and engage with your content.
There are many articles and presentations (like this one) that outline average dates and times users are most active on platforms like Facebook and Twitter. These suggestions are helpful to those just starting to experiment with post scheduling. However, it’s best to use your own measurements to get a better sense of your specific audience’s preferences and obtain the most accurate results.
Why it’s valuable:
- Shows when your followers are most active on social media
- Reveals the average engagement occurring during specific days and times
Use this data to determine when your audience is most likely to be online and schedule your social content to post during those time periods. You can also track when your audience is most likely to engage with your posts and schedule specific types of messages to increase your overall CTR.
On most social media sites, you’re able to view the “impressions” for each post, or the number of people who saw your post on their timeline or newsfeed. Impressions can give you a good idea of how timing affects the number of people viewing your posts. If the number of impressions is consistently low (e.g. only 12 people saw your post), it’s likely time for you to experiment by posting on different days or at different times throughout the day.
Free Tools for TrackingPlatform Metrics
Metrics: Engagement, Timing
Many social media platforms, such as Facebook, Twitter and LinkedIn now provide an analytics feature that allows you to view platform-specific metrics reports. As administrator of your social media pages, you have access to these reports within your account. For example, Facebook’s analytics reports can be found under “Insights” near the top of your managed page. Though these reports provide a smaller metrics window than Google Analytics, they are easy to use and provide valuable information on audience engagement and timing. The reports are also built into each platform and don’t require any manual setup.
Metrics: Engagement, Timing
This tool allows you to manage all of your social media posts and content across multiple platforms. HootSuite lets you create and schedule posts to all platforms while also providing growth and engagement analytics. Essentially, it acts as a social media hub, bringing all your social data into one environment. While the free version of this tool has limited capacity compared to Google Analytics or HootSuite’s paid versions, it still provides the convenience of compiled social data and management. HootSuite is also easy to set up and relatively user friendly for both beginners and more advanced users.
Metrics: CTR, Engagement
This is a free web analytics tool available to anyone with a Google account. Using Google Analytics, you can view statistics and track metrics using the Social Referrals feature. This feature allows you to create and track goals, measure CTR and engagement, and see an overview of your social media success. Google Analytics does require some time investment to properly setup the system, however this tool can provide more advanced, in-depth metrics to help you improve your social media efforts. Click this link for some helpful Google Analytics tips.
To get the most out of your social media patient recruitment efforts, it’s important to continuously measure and improve your performance. Using these three social metrics collectively can provide greater insight to help direct your social media efforts and hopefully increase your patient enrollment.
In my last blog on Linked Pulse `Improving Healthcare Provision – the Lessons of Social Media` I suggested that many of the characteristics of social media, and the fact that the general population have become very used to the technology and format, made it ideal for meeting some of the pressing challenges that health systems…
Social media marketing isn’t exactly new, but that hasn’t made selling it to upper management any easier.
No matter the company or the industry, management cares about one thing: return on investment.
To secure your desired budget allocation for social media, you’ve got to prove that it will produce positive return on investment.
While social media has undoubtedly become an integral part of many people’s daily lives, the pharmaceutical industry is lagging when it comes to harnessing the potential power of Twitter and Instagram. Pharma marketers have historically been much more comfortable with the one-sided conversation of a direct-to-consumer (DTC) ad, but as the industry moves more and more towards patient-centricity, it is becoming necessary for drugmakers to increase engagement with their stakeholders.
If your health care facility specializes in cardiology, 2016 could be the year to step up your use of videos.
Cardiologists in the U.S. say they prefer:
Watching work-related videos on their desktop computers; just 26 percent do so on tablets.
Using digital technology to communicate with patients (62 percent).
Accessing pharmaceutical information via their smartphones (79 percent).
Which pharmaceutical company provides the best online services? According to this infographicfrom Digital Insights Group, cardiologists say AstraZeneca is No. 1, followed by Pfizer and Merck.