“ Looking for a job is stressful enough without the potential of LinkedIn reading an edit to your profile as you landing a new job and then broadcasting the great (but false) news to your contacts. Read this article by Matt Elliott on CNET.”
The global mobile health market is expected to reach $49 billion by 2020, according to a study by Grand View Research. In 2012, the global market for mobile health was valued at $1.95 billion and is expected to grow at a compound annual growth rate of 47.6 percent from 2014 to 2020. North America, accounted for 33.5 percent of the total revenue in 2012, dominating the mobile health global market. As people pay more out of pocket for healthcare in North America, Grand View believes demand for lower cost mobile health tools will go up. While North America dominated in 2012, Grand View predicts the Asia Pacific market, which includes Australia, India, China, and Japan, will be the fastest growing market, with an estimated CAGR of 49.1 percent from 2014 to 2020.
Via Dinesh Chindarkar
In the right hands, tweeting can greatly enhance a healthcare provider's brand. Four physicians with an active Twitter presence illustrate the basic tenets that lead to social media success.Since the dawn of time people have been soliciting professionals for all matters of free advice and the healthcare marketing journalist is no exception. While doctors are showed their friends' children's bruised elbows and lawyers are handed their second-cousin's job contract to read over, I am, without fail, asked by various doctors and specialists for advice on a single topic: social media.At a recent follow-up appointment with a surgeon for an old injury, my doctor asked a more specific question: should he be tweeting?It's clear, from anecdotes I hear from my sources within the healthcare industry and stories I've picked up at conferences over the years, that hospital marketers are often posed the very same question. How they respond, however, varies; while some organizations have thrown themselves into social media from the get-go, others are reluctant to let any member of staff—including physicians—post anything on social media without direct oversight.This hesitancy is not unfounded, as there are countless stories of doctors, medical students, nurses, and other hospital staff members violating HIPAA through their personal online accounts, unintentionally or otherwise. For example, just last year a physician at Chicago's Northwestern Memorial Hospital allegedly posted photos to his Facebook and Instagram accounts of a model admitted to the ER for excessive alcohol consumption.With incidents like these cropping up in the media, it's no wonder that some hospitals would rather ban all staff from tweeting professionally than risk a privacy violation. Fortunately, the number of organizations that share this view has shrunk over the years as marketers have figured out that, when entrusted to the right people, tweeting can greatly enhance their brand.There are many tweeting physicians who are representing themselves and their organizations in a positive light, and their online tactics provide a great template for any aspiring tweeting MD.1. Share ContentKevin Pho, MD / @kevinMD is among the most lauded and followed physicians on Twitter, is a master of sharing unique content on the microblogging site. Of course, it's hard to get much across in 140 characters, so he mainly directs his 97K+ followers to longer articles posted on his blog.Mike Sevilla, MD / @drmikesevilla, a family practice physician in Ohio with 16,000 followers, is also a quality content sharer, which he does largely by re-tweeting or posting links to relevant health articles. This is perhaps the most practical tactic for a busy physician who wants to share his or her views and advice without having to reinvent the wheel.2. Find Your NicheWhile some tweeting physicians, like Pho, are able to cover a large swath of topics, it's often easiest for docs to stick with what they know and share articles and insights on their specific medical specialty or area of interest.Natasha Burgert, MD, FAAP / @DoctorNatasha is a Kansas City, MO-based pediatrician who mainly shares information about pediatric health issues with her 8,200 followers. That's not to say she doesn't deviate from that topic—she also discusses her passion for technology, but having a main focus helps her to hone her tweets for her audience.3. Interact with Other Docs and PatientsThe main benefit to Twitter, versus other forms of social media that physicians may participate in, is the ease with which they can interact with followers. Interactions are vital to gaining credibility on Twitter, as they show the person behind the account is monitoring their replies and invested in providing a meaningful experience.Mike Sevilla is a master of the art of the Twitter retweet, using the function to respond to comments, network, and keep in touch with colleagues.4. Show Your PersonalityTwitter is the perfect media for physicians to take off their white coats every once in a while so the Twitterverse can get an idea of what the person behind the keyboard is like.Tim Sturgill, MD/ @symtym, an emergency physician, manager, and director of social media at Canton, OH-based Emergency Medicine Physicians, does this very well, often by posting amusing or interesting photos. The California native has recently been traveling to New York City and Chicago for conferences and has shared some frosty looking photos along with funny commentary with his nearly 3,000 followers.Mike Sevilla lets his personality shine through on Twitter as well, posting a variety of engaging Olympic commentary throughout the month of February.As Twitter's eight year anniversary approaches next month, it's clear that the social networking site has proven its staying power. While some of the healthcare world has started to embrace, there are still plenty of opportunities to put it to better use. Identifying the right clinical staff member to represent themselves and your organization, with some guidance from the experts listed above, may be a beneficial way to gain more traction with your patients and community online.
Back in 2011, I wrote a post about why doctors should be careful when using social media. Not that I’m changing my stance on that, but I think social media, and clinicians’ use of it, has come a long way in just a short amount of time. If it was accepted before, it’s expected now!So what prescription should a doctor write for himself when it comes to using social media? The answer is pretty simple. Use it, and remember what it’s for!Recently, the Rhode Island Board of Medical Licensure and Disciplineissued guidelines for doctors on how to use social media appropriately. I’m glad they did this for two reasons – it lets doctors know that it’s OK to post out there in the big social sphere, and they won’t lose their license by doing so. It also gives them the dos and don’ts of what to do. And that’s always a good thing.There are a lot of doctors out there who figured out a long time ago that social media is a great tool. They are leaders in the field, and their use of social media has allowed them to voice their opinion on hot health topics, to serve as thought leaders on the healthcare industry and the use of social media, and to simply share information.Two that immediately come to mind are Kevin Pho (@KevinMD on Twitter and on his blog) and Wendy Sue Swanson (@SeattleMamaDoc on Twitter and a blogger for Seattle Children’s Hospital). They learned early on the power of social media and have been touting the benefits of connecting with people through these channels for years. They’ve been tweeting, speaking at conferences, and becoming leaders in the industry through their openness, their acceptance of new technology to reach more people, help people, and perhaps just maybe, make people healthier.Then there’s the other side of the coin. There have been some well publicized cases of physicians using social media inappropriately. In one such case, a R.I. physician posted protected patient information on Facebook. She was fined, and she removed her Facebook account. In another, more recent case, a physician clearly stepped over the line talking about a patient’s chronic lateness and of a stillbirth.That’s why having official guidelines is not only recommended, but is a necessary part of hospital business these days, at least in my humble opinion. Well before the R.I. Board of Medical Licensure and Discipline developed its guidelines, we developed our own for our physicians. We felt that by arming our physicians with the information they needed, they would be less likely to get into trouble, and perhaps be less timid about using social media as a communication tool.When the R.I. Board came out with its guidelines, we saw it as an opportunity to remind our own physicians of the guidelines we already had in place, and in case they missed them, we provided a link to the state-wide guidelines. From our own @RIHospital, I’m thrilled that one of our emergency medicine doctors, Megan Ranney, M.D. (@MeganRanney), has taken to Twitter like a pro. She was also interviewed by the Associated Press for a story on the release of the new guidelines.In the article, Ranney is quoted as saying, ‘‘I do think you have to use your professional judgment.” She also gives good advice – think twice before posting something.For hospitals in today’s social world, keeping your doctors abreast of the many uses of social media is an important part of the communications and marketing efforts for any hospital. Get them on board, let them comment, let them blog – being “social” can help position your hospital’s brand positively, if, of course, the tools are used appropriately.Do you support doctors’ use of social media at your hospital? Would you want to connect with your doctor through social networks? I’d love to hear from you!
If your business plan outlines exactly how you will generate revenue from specific social media-related activities and you implement these revenue generating activities on a consistent basis, you may be able to monetize your social media operations.
“ LinkedIn can be the best tool for building your brand. If you incorporate these seemingly counterintuitive techniques into your LinkedIn strategy, you will build a stellar profile, be visible to decision makers and be skilled at using LinkedIn as a career-management tool.”
Social media, like digital media, inbound marketing, etc., should be viewed as an ingredient in your greater marketing mix, not as a piecemeal or stand-alone practice. When you think of it like this, it's easier to see how it can mingle with other departments of your business, and I'm not only talking about sales and marketing. I'm talking about patient enrollment, employee recruitment, demonstrating thought leadership, etc. — things that have sway on internal operations too. 8 ways that social media is working in our industry? 1. Group discussions on LinkedIn 2. Business development on LinkedIn 3. Trade show and event updates on Twitter 4. Patient enrollment on Facebook 5. Share constructive and exclusive content on Twitter 6. Employee recruitment on LinkedIn 7. Authorship with Google+ 8. Video on YouTube
Via Dinesh Chindarkar
For the past few years marketing has revolved around mobile app development and social media marketing. This year, however, will be the year we focus on digital video. Industry trends point to an increase in accessibility, content, and audience. For the media industry, increased demand for digital video will yield higher-than-ever advertising revenue. For marketers, opportunities to advertise in digital video will finally be practical.
Via Jeff Domansky
I had the opportunity to travel to Orlando at the beginning of the week to the HIMSS (Healthcare Information & Management Systems Society) conference. Coming from frigid New England, while I enjoyed the opportunity to NOT wear a coat outside with temperatures in the 70’s, I spent 98% of my time inside the Orlando County Convention Center (which by the way is one of the longest convention centers ever, and after wearing high heels for my time spent there, by feet are still recuperating).Because healthcare IT is one of the few industries that is truly growing and prospering, especially as it pertains to technology (think Obamacare and his requirements to get all hospital switched to electronic health records) this show has become a beast. In fact, HIMSS is the largest healthcare IT gathering of its kind, with 37,000 people attending this year and thousands of exhibitors.This becomes an issue when you get off your flight, and think you will quickly make your way to the taxi line to get to your hotel, and stand in a line that’s at least 100 people long. 45 minutes later, I finally got in my taxi. And if you think you are going to grab a bite at one of the many eateries on site, get ready to stand in line.Lines, lines, lines. A common theme at HIMSS. Take a look at this line to Wednesday’s keynote speaker, Hillary Clinton. This was the accompanying tweet from HIMSS’ Twitter feed: “This is why the #HIMSSanity hashtag exists! 90 mins until @HillaryClinton takes the stage! #HIMSS14” 90 minutes before! My feet ache just looking at that photo.Which is a good segue, as the hashtags, social media “tweet-ups” and social media ambassadors that that existed at HIMSS were amazing. You knew what was happening on a second-by-second basis due to the amazing volume of tweets coming at you on a continual basis.I’ve seen the rise of social media in healthcare firsthand. In 2008, when social media was relatively new in the healthcare arena, we helped our client embark into the social media space, starting about two months prior to HIMSS that year.We got them a Twitter account, followed the right organizations, in hopes that they’d follow us back. By the time we got to HIMSS that year, they had a respectable Twitter following, and we helped that client to tweet their thoughts on the developments at HIMSS as they happened from the comfort of their booth. And, better yet, we had their Twitter feed broadcast live on a monitor in the booth. Passersby stopped to look at the tweets, and were intrigued. Fast forward to HIMSS 2014, and saying social media has evolved exponentially would be an understatement. What was relatively a new concept in 2008 has burgeoned. As John Lynn said in the EMRandEHR.com blog: “This year I think we’re seeing the evolution of social media into essentially a standard part of the HIMSS conference. Just like you expect conference sessions, keynotes and an exhibit hall at the conference, you now expect social media to be there as well. Social media is finally a permanent tenant at HIMSS.”In fact, according to this tweet, these are the social media statistics from #HIMSS14:
- 170, 850,829 social media impressions - 63,239 tweets - 13,952 social media participants - 666 average tweets per hourWow! The stats speak for themselves. Being able to see firsthand how social media has evolved in healthcare has been a fun ride. What used to be a relatively hard sell to our client’s CEOs is now something they ask for when engaging us.Long live the power of social media. Now if they’d only come up with a social media app for sore feet, I’d be all set.
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