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Healthcare Media: Review 2019

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''Media” has long been part of our moniker here at MM&M – it is, quite literally, the third M of a brand that started its life and remains, at its heart, Medical Marketing and Media – but 2019 marked the first year in quite some time that we attempted to cover it on more than a semi-regular basis.

 

Frankly, we picked a fortunate time to start, given the flood of transformative news during the year.

 

But don’t take our word for it. For the final Third M dispatch, before we change calendars, MM&M asked several of the smartest folks in and around health media to answer a few questions about the people and trends that stood out during 2019. Their responses did not disappoint.

 

Here’s hoping for a similarly scintillating 2020.

 

What was the most important, most welcome, weirdest, coolest or otherwise most interesting trend or event in health media during 2019, and why?

The physicians who embraced TikTok. There are about 20 doctors (as well as residents and medical students) who are using the popular video platform to share health information. What I find jarring is the juxtaposition of medical topics with the informal nature of the videos. However, I am far from the Gen-Z audience that makes up a significant portion of the TikTok demographic.

 

“The value of the platform for health education was highlighted by Dr. Rose Marie Leslie in September when she created a video on the dangers of vaping. It amassed millions of views and led to mainstream media attention from ABC News, among others. Clearly these physicians are doing something right because many of them have gained tens of thousands of followers on TikTok. We’ll be watching.” – Eileen O’Brien, managing director, social media, W2O

 

“Authenticity. From UX design to chatbots, the bar for creating an authentic experience for the consumer has been elevated this year. Authenticity in 2019 evolved beyond the selection of a credible spokesperson for messaging—it’s about infusing it into every brand attribute, using a variety of elements (e.g., voice and visuals) to create an inimitable and trustworthy consumer experience.” – Tabytha Gil, linguistic insights analyst, Ogilvy Health

 

“The rise of voice search, which essentially means two things. First, with respect to the voice search queries input via your mobile phone or tablet: There are a variety of different statistics out there, but most analysts estimate that approximately 30% to 55% of all U.S. search traffic is being driven by voice search at the moment. This means that both your SEO and SEM strategies need to evolve. This is especially so for health, as voice search is already prompting many more long-tail keywords. The specificity of these keywords is an important point to note, with patients more likely to speak complicated clinical search terms rather than trying to type them.

 

“Second, there is an entirely different type of voice search playing out across AI-powered smart speakers, like Amazon’s Echo or Show, or the Google Home and Nest Hub. In these scenarios, particularly when there is zero UI or no screen, how can a brand take advantage of voice-driven search queries? One can easily envision this working in an unbranded example, but the billion-dollar question is how can branded search results populate in a compliant manner? The entire voice search economy will be a fascinating one to watch in 2020, but make no mistake: Both Amazon and Google are hard at work figuring out a way to monetize this smart search inventory.” – Justin Chase, EVP, innovation, and media, Intouch Solutions

 

“The focus on awareness, education, and support around mental health, from organizational, partnership and consumer perspectives. Second, patient influencers and advocates are driving health actions, and brands started to notice. As for the coolest event in 2019, Healthline Media partnered with wellness advocate Nitika Chopra to create Chronicon, bringing together hundreds of influencers to the first daylong event devoted to people struggling with chronic health issues.” – Ingrid Eberly, VP corporate marketing, Healthline Media

 

Read More: https://www.mmm-online.com/home/channel/media-news/health-media-2019-the-year-in-review/


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The Power of Social Media in Medicine: Using Facebook to Save Lives

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Recently, there has been a great deal in the press surrounding organ transplantation.  Sara Murnhagan, the courageous little girl with end stage cystic fibrosis, captured the nation’s attention as she waited for a life saving lung transplant.  The organ transplantation and procurement system in the US today is not without flaws.  Organs are at a premium and finding the best way to allocate them to matched patients who need them the most is a daunting task.

 

Today, nearly 120,000 people (men, women and children) are actively waiting for organ transplantations and are listed on the UNOS.  However, only 29,000 organ transplants were performed in 2012.  Obviously the demand far exceeds the supply for suitable organs for patients who need transplantation for survival.  Paradoxically, 90% of Americans say that they support organ donation but only 20% have taken the necessary steps to be a donor.  The rate of registered donors has remained static over the last twenty years while the numbers of those waiting for transplantation has increased 20 fold over the same time period.

 

Researchers are actively engaged in clinical investigations designed to identify better ways to recruit potential organ donors.  In order to improve the availability of organs for those in need we must find a better way to successfully register potential donors and allocate organs.  In particular, certain groups such as minorities and children are poorly represented as registered donors.

 

Our society today is more connected than ever.  Social media outlets including Twitter, Facebook, and YouTube are easily accessible and widely utilized.  In particular, Facebook is one of the most commonly visited websites in the world–second only to google.  Facebook is often the first stop for those who begin their exploration of the world of social media.  Facebook has become a great place to connect and to share ideas and news.  In addition, Facebook has been a place to inform others of an important cause or event.

 

Researchers at Johns Hopkins reported on a demonstrated effect of Facebook on organ donor registration rates.  In the report, the rate of increase was nearly 21-fold in one day–this was a day in May 2012 when Facebook allowed users to make their organ donor status public on the site (and also provided easy links to DMV sites so that users could make their status official).  On the first day that the new service was available on Facebook there were over 13,000 new DMV organ donor registrations–as compared to an average day where there are only 600 new registrations in a day.  This enormous bump in organ donor registration demonstrates the power of social media to move people towards action in ways that can benefit others.  Social media outlets such as Facebook are not only a great place to share pictures and reconnect with friends–they can be a new way to effect social change.

 

In medicine, we have only begun to scratch the surface of the full potential of social media.  It is imperative that physicians begin to interact virtually and engage fully in social media in order to effect change.  As we have seen with the New York Stock Exchange, social media outlet such as twitter can move markets (reference the largest 3 minute drop in the Dow in history when the AP twitter account was hacked).  WE must ALL work together to realize the untapped potential of social media in medicine–it can save lives–improve health–and even provide a large number of new registered organ donors.


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Patients' Use of Social Media Spurs More Clinical Research

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At 38 years old and in generally good health, Katherine Leon was an unlikely candidate for a heart attack.

 

Yet, on April 30, 2003, just six weeks after giving birth to her second child, she experienced classic heart attack symptoms and was rushed to the hospital by ambulance. After a number of tests, doctors told her there was nothing wrong with her and sent her home.

 

"I cried to my husband when leaving the [emergency department]. I knew it was my heart. You just know when it's not right," Leon said.

 

Experiencing similar physical symptoms, Leon returned to the hospital just three days later. But this time, doctors conducted an angiogram that revealed a serious block that required immediate double bypass surgery. 

 

What Leon had was a rare condition called spontaneous coronary artery dissection, or SCAD. Potentially fatal, SCAD involves a suddenly developed split or separation between the layers of the wall of an artery that provides blood flow to the heart. The condition seems to predominantly affect young women, with about one-third experiencing their first episode either during or soon following pregnancy. According to the literature, SCAD could account for one out of 10 episodes of acute coronary syndrome in women younger than 50.

 

Yet, the condition is poorly understood; the exact number of those who suffer from SCAD is also unknown, though researchers now believe -- thanks in large part to Leon's efforts -- it affects many more than previously thought.

 

At the time of her diagnosis, Leon was told that getting SCAD was a "fluke." Still, she had expected to receive information about her condition and how to prevent another event. Her doctor told her that there is no research and offered very little in the way of advice.

 

"It really set me off," she said. Despite her doctor's insistence that she'd never again meet another person with SCAD because it was so rare, she believed otherwise. "All I could think about is I wasn't the only person in the world with this," she said.

 

Leon took to the Internet to find others with the condition. It took her until 2007 to find another SCAD patient, which she did by joining an online community for women with heart disease through the National Coalition of Heart Disease's WomenHeart.org website. Today, the community is the InspireWomenHeart Support Community.

 

Determined to push for research on SCAD, Leon began collecting clinical details shared online by participants on the message board and logging them in a Word file that included the age, general health history, artery affected, treatment, locale and concerns of each participant.

 

The board became more focused and active in 2009 after a fellow SCAD patient, Laura Haywood-Cory, encouraged a SCAD-specific  message board separate from that of general heart disease with a post requesting: "All the SCAD Ladies Put Your Hands Up", a play on Beyonce's "All the Single Ladies." The women in the group began calling themselves the "SCAD Ladies."

Soon after, Leon and Haywood-Cory met in person at the Women-Heart Science and Leadership Symposium at the Mayo Clinic, a workshop on women and heart disease led by Mayo Clinic cardiologist Sharonne Hayes.

 

Leon attended the symposium with the goal of persuading Hayes to investigate SCAD. Her efforts paid off; Hayes agreed to take on the research, impressed by the information Leon had collected on 70 SCAD patients -- more than most experts, including Hayes, knew existed -- and a well thought-out research agenda. The end result was a pilot study published in the September 2011 issue of Mayo Clinic Proceedings. The study, which had room for 12 patients, had 18 volunteers within a week of approval.

"This is truly patient-initiated research. It's not what I [as a researcher] want to study but what patients want to know about. Perhaps because I've spent the past 20 years doing patient advocacy work and active clinical practice, this resonated with me," Hayes said.

This pilot study has led to other SCAD-related research. "Once we finished [the pilot] but before it was published, we tried to scale up and get an IRB (Institutional Review Board) approval for a study with 200 patients," Hayes said.

In addition, the Mayo Clinic has created a database of SCAD patients aimed at identifying patterns that could guide future research. According to Hayes, she and her colleagues have been contacted by more than 300 individuals and have confirmed nearly 100 SCAD cases. They've also created a bio bank of DNA samples from people with SCAD and their families in an effort to uncover genetic factors contributing to the condition.

 

"We've had an amazing response. I no longer use the term rare, I use uncommon and under-diagnosed," Hayes said referring to SCAD.

Changing Clinical Research: Good and Bad

 

Health-related social media sites like Inspire, PatientsLikeMe.com and Curetogether.com have become trusted spaces where patients connect with, support and learn from one another about treatments and managing illness. And, increasingly, researchers have flocked to these and other social media sites as a way of expediting recruitment efforts for their research trials, in some cases with great success.

 

"If you look at the statistics, research in rare disease is so slowed and delayed by recruitment. How do you find people with rare diseases? It turns out that online communities are really good for that because geography disappears and people want to connect with each other," Inspire CEO Brian Loew said.

While eliminating geographical barriers is helping to create connections that prior to the advent of online social networks would have been impossible, it's also shed light on potential challenges that the research community must address going forward, particularly as it relates to blinded and randomized scientific studies, the industry gold-standard.

 

"We get excited when patients are engaged but when they are chatting online about the study, the research community needs to understand and adapt for that. It's a new space," Craig Lipset -- head of clinical innovation and worldwide research and development at Pfizer -- said.

 

According to Lipset, patients may coach each other online about eligibility for a study and how to qualify. In some cases, patients share information that exposes one treatment group or another, such as a rash that could suggest they're all in the same treatment arm.

 

These dynamics are not yet disruptive to studies today, Lipset said. But their effect likely will grow in significance. "Now is the time to understand it before it becomes a big issue," he said.

 

And when it comes to patients initiating research as in the case of the SCAD studies, Hayes suggests caution before rushing in.

"I think it's one thing for [patients] to approach the Mayo Clinic or [the University of California-Los Angeles] or Johns Hopkins -- institutions that will hopefully protect them. But some people with rare conditions are desperate. Desperate individuals could be exploited in a way that wouldn't be helpful to them or the disease," she said.

 

Still, there's no denying that Leon has managed to put a life-threatening condition that no one was paying attention to on the map. And her ability to persuade a leading research institution to study SCAD will likely be the difference between life and death for someone in the future.

"Our early findings already have generated new hypotheses that will be the source of future scientific inquiry for this condition," Hayes said.

The success of the SCAD Ladies points to real opportunity going forward, Loew said.

 

Hayes agrees. "It is evident that social networking tools can catalyze community action and that the energy and commitment of affected patients can overcome inertia and ignite excitement and commitment to new research."


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Facebook Group Raises Rate of HIV Testing - AIDS/HIV

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A social networking group intervention was effective at increasing home-based HIV testing among men who have sex with men, researchers found.

Compared with participants who received general health information through a Facebook group, more men who received information about HIV through a Facebook group requested home-based HIV testing (44% versus 20%, a difference of 24 percentage points, 95% CI 8-41 for difference), according to Sean Young, PhD, of the David Geffen School of Medicine at the University of California Los Angeles, and colleagues.

Of those who requested home-based HIV tests, 36% of those in the HIV Facebook group versus 18% of those in the control group mailed their sample for testing, they wrote online in the Annals of Internal Medicine.

The authors noted that social networking may be a cost-effective approach to HIV prevention through a peer-leader model, particularly among minority populations and men who have sex with men. In 2011, the CDC noted that annual testing for HIV among men who have sex with men may not be frequent enough.


In 2012, the FDA approved the first home-based, over-the-counter test for HIV, the OraQuick test.

In the current study involving 112 participants, the authors evaluated whether participation in a social networking community would increase HIV testing among black and Latino adult men who have sex with men.

 

Participants were recruited through online venues, community venues with mostly black and Latino men, and through other participants to join one of two closed Facebook groups operated by peer leaders. Those chosen as peer leaders were screened as friendly, well-respected black and Latino men who had sex with men ages 18 and older, who had had sex with another man in the past 12 months, and who were interested in educating others about health.

 

Participants were randomized to 12 weeks of communication through one of the two groups: a group for discussing HIV prevention and testing, and another control group that emphasized the importance of exercising, healthy eating, and maintaining a low-stress lifestyle. Participation was voluntary and monitored.

 

The study population was comprised of 60% Latinos, 28% blacks, 11% whites, and 2% Asians. Participants filled out questionnaires at baseline and after 12 weeks of participation and were informed that they could request a home-based HIV test for free.

 

Researchers measured acceptance of group membership, engagement in the group, rate of home HIV testing, and sexual risk behaviors.

Requests for free HIV testing were more common among those in the HIV information group than in the control group.

 

“Because of the sparse data on returned tests and follow-up for test results, statistical analyses of these outcomes are not presented,” the authors explained, though they did find that nine of 25 participants in the HIV group returned their tests and 2 of 11 in the control group returned theirs.

“The active participation of African Americans and Latino men having sex with men suggests that social networking is growing among minority groups and is an acceptable and engaging platform for HIV prevention among at-risk populations,” they concluded.

 

They also noted that the study was limited by inclusion of two Facebook communities, self-report of location, lack of difference between offline and online risk behavior reductions through peer leader-led groups, use of one social networking site, and lack of a prior “best practice” for online interventions.

The study was supported by the University of California Los Angeles Center for HIV Intervention, Prevention, and Treatment Services; the University of California Los Angeles AIDS Institute; and the National Institute of Mental Health.



Read more:Facebook Group Raises Rate of HIV Testing - AIDS/HIV -Public Health -http://www.health.am/ab/more/facebook-group-raises-rate-of-hiv-testing/#ixzz2dzudy4Mw


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Hashtag your health: Building a health record with likes, shares and check-ins

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Set your status. Check in with your symptoms. Share photos. Tag parts of the body. Hashtag to join conversations. Personiform‘s Project Medyear combines Twitter and Google Plus with a political campaign-style health record-sharing patient movement. It aspires to be NoMoreClipboard on a Friday night — less official, more social. And Personiform’s kicked off a campaign on Indiegogo to raise $80,000 by Sept. 19 to mobilize field operations and volunteers for the movement its website supports.


The site — the “first-ever consumer health information exchange” — would launch Feb. 14, 2014.(The technology itself is already fully funded.)

The idea for the site stemmed from the growing trend of patients taking to social media for healthcare advice, in part due to physicians’ time crunches. But because the social networks don’t really connect physicians and patients, they miss out on the opportunity to learn about and help their patients. (Not to mention the questionable advice they could be getting.) CareRings (a la Google Plus’ Circles) allow users to choose who they share what information with. And that information can be as wide as general statuses to full-fledged clinical records. If your physician joins, you can even share medical history, data and so on with him there. In theory, clinicians, caregivers, patients and physicians could unite using this tool to develop more holistic (if unofficial) records. (According to the company website, the data is secure.)


According to the site, here are Project Medyear’s everyday uses:


  • Compare health records with a stranger that has the same disease
  • Let your doctor know that symptoms have been flaring up a lot recently
  • Remind your brother to take a parent to the doctor today
  • Invite a new doctor into the family health conversation
  • Gain insight about an upcoming procedure from those who’ve had it before
  • Show your support to a good friend going through a hard time
  • Get your latest medical records and test results all in one place
  • Share the kind of images you don’t want all over Facebook

In theory, this would allow patients to connect with other patients, patients to update doctors and doctors to give quick advice and share test results. Unlike NoMoreClipboard, however, this is pretty unofficial. One shortcoming: In the push for sharing and reclaiming data, the convenience of sending that data to your provider or payer — if they aren’t on the social network — seems to have been forgotten. And unlike state health information exchanges, your health info would have a name and a face, if you choose to share it.


But founder and CEO Panha Chheng claims it’s not convenience at the heart of the movement; it’s empathy. When Chheng was in grade school, he came home from school crying to his father (a smoker) about how smoking cigarettes can kill people. His dad quit cold turkey. He claims that sharing health information compassionately leads to change.


Rather than letting states use healthcare information of individuals anonymously, Project Medyear hopes users will add their name, take ownership of their records and propel the empathy movement forward. Though some healthcare providers, like Cleveland Clinic, have made a push for empathy through their marketing, this remains a unique strategy.


According to the website:

Project Medyear is a people’s movement to share health records, however we want. We believe in the power of sharing to uplift lives, and that our collective empathy can become a powerful force for social change.

“We are focused on what it takes to accomplish real progress in healthcare, and it takes more than the best technology can offer,” Chheng said. “It takes people, empathy, and courage.”


Other Personiform leadership includes Dr. Tamer Fakhouri, a physician at OneMedical, and health and social technology strategist Mark Scrimshire, the head of cloud computing at 3M. Chheng has worked at Deloitte, and was a strategist for iSoftStone when it was brought to IPO.


If those connections don’t convince you, maybe the sweet Regina Holliday (patient advocate and artist) jacket will.


Yet, I can’t help but think doctors won’t be too keen on the idea of spending more time on the computer and interacting with potentially hypochondriacal updates. (No more “if it gets worse I’m going to the doctor.”) Or that, if very few doctors join, Project Medyear will dissolve to a realm of everyone crowdsourcing their medical problems, complete with pictures and status updates–a dump of all of those skitterish people looking up what their coughing might mean on WebMD in the wee hours of the morning. (Help me, I’ve been one of them.) No thank you. Sorry if that doesn’t sound empathetic.

Where is the fine line between sharing and oversharing?


Aren’t there better ways to spread empathy in the healthcare community than a social network? What do you think? Let me know in the comments below.



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More Hospitals' focusing on the Wrong Agenda for Social Media

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Picture this: Mary has been sitting in a hospital bed all morning struggling to cope with her recent medical diagnosis. Looking for a way to interact with other residents in her situation, she clicks on the hospital’s Facebook page. All she sees on the group’s newsfeed, however, is a history of interactions between employees and hospital achievements.


There is no mention of the group yoga session set to occur at noon. There are no subgroups where patients can connect with one another. Instead, the only thing that the patient sees is a string of comments on the recent employee of the month, and a group vote asking what to order for lunch on Friday.


According to a recent study, customer interaction in the healthcare sector is suffering on social media. Hospitals are increasingly focusing on promoting internal dialogue through social media at the expense of patients’ interests. In fact, the report indicated that only one quarter of all posts observed in the study were patient-focused. This is extremely detrimental to the growth of organic user generated content. 

“We find that if a hospital devotes its postings towards client-specific communications, then active social media management can still lead to incremental user-generated content, which is a function of the number of clients,” the study says. “However, most hospitals do not do this. Instead, more of their postings are devoted to either generic observations or to employee-related issues and achievements. Such content appears to inspire primarily the employees at the organization to respond, rather than clients.”


In the healthcare industry, patient outreach is a crucial method of preventing those who are sick from feeling like customers in line.  Right now, however, only 18 percent of hospitals actively manage their Facebook accounts.

In a setting such as a hospital, customer interests have to come first. As it was proven in a 2012 Global Consumers Survey, one in five customers switched providers in 2012 based on a negative customer service experience. Focusing on employee interests or organizational gains via social media does nothing to help those who are actually in need.


 Likewise, prospective patients will look at social media pages as a means of gauging the level of care they are to receive. In fact, 90 percent of adults between the ages of 18-24 claim that they would trust medical information from peers across a social media network. Further, 41 percent of people claim that social media would play a role in choosing a healthcare provider.

Failing to cater to this demographic could be detrimental to a hospital’s marketing strategy. By keeping the conversation focused on patients, however, this could be avoided. At the end of the day, nobody likes to hear an organization talk about itself excessively.


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Why Social Media Matters in Your Medical Practice

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Quite simply stated, social media matters to your practice because it allows you to connect with more patients. And when you connect with more people in your community, you are giving yourself and your clinic the opportunity to serve more people.
Begin by determining who you want to reach, who is your ideal patient, and then jump into social media with both feet.

Who do you want to connect with?

 

According to a study that ended in 2012, 71 percent of women and 62 percent of men use social media on four main platforms. Here’s a brief overview of each of them.


1. Facebook: Facebook has 67 percent of all Internet users liking and posting to each others’ walls and is most popular with 18- to 49-year-olds. Looking for patients 50 to 64 years of age? About 50 percent use Facebook, as do about 33 percent of the 65-and-older crowd. Those are a lot of demographics to consider. Because Facebook is the most popular platform that reaches the largest demographic of people, I advise clients to use Facebook, plus another platform or two that they enjoy participating in. One of the keys to connecting with your ideal patients on Facebook is to use your personal page. Business pages no longer scroll in users’ news feeds as they did previously; they only scroll in the pages feed, which appears as a small button on the lower left column. Never noticed it? Exactly… neither have your patients. Primarily, only paid ads appear in the main feed on Facebook. 

Using your personal page with your name gives you more freedom to connect as you can see what your friends are posting and comment on their posts and pictures as well.


2. Twitter: Twitter has roughly 16 percent of Internet uses hooked. Twitter has the highest number of under 17-year-old users and the lowest number of over-65 users, with the rest of the statistics closely mimicking Facebook.


3. Instagram: Instagram is growing in popularity, especially with businesses, and has roped in 13 percent of Internet users. Of those users 24 percent are under 18, about 65 percent are 18 to 35.


4. Pinterest: Pinterest is phenomenally popular with women, and even more specifically moms. Pinterest carries 15 percent of Internet users. Interestingly enough, 30 percent of users have a household income of over 100k. Pinterest also boasts the highest number of referrals to websites of the pins that are posted.

 

What do you post?

Let's revisit your ideal patient. Are you looking for "good patients" who deliberately seek health information? Then health information is what you post!

Post a good, healthy (no pun intended) mix of personal photos and statements, links to blog posts on your practice website, events, local information, office funnies (no patient pictures without releases), testimonials, compliments, national health/medicine-related news stories, patient resources, and announcements. Mix it up and keep it natural.

 

When do you post?

The best times to connect and be seen are around 8:30 a.m., the lunch hours of 11 a.m. to -1 p.m., and then 5 p.m. or after. Post according to the time zone where you’re located.


Who should post?

Ideally, you. However I understand that adding another responsibility to a physician’s plate can be daunting. So there are two good options if spending time on social media is not your cup of tea.


1. Autopost Services: Hootsuite, Sprout Social, Buffer, and Tweetdeck round out the top four autopost services. Each one has posting programs that cost between zero and $40 per month per user. The nice thing about the auto posters is that you can set your post in advance and then only log in to your social media sites to respond and comment on others’ posts. The downside is that your post will have a tag on it, such as "powered by Hootsuite," which will give savvy users the indication that you are not present and set things up in advance.


2. Customized spreadsheet: I think this is the best option I have created a system for clients where the upcoming week’s scheduled posts are determined in advance, plugged into a spreadsheet, and then posted either by the physician on the account or delegated to another trusted source on staff in the clinic.


Social media is a very simple, and essentially free, way to connect with your ideal patients and serve more patients. For next week’s post I will drill down further and share a simple acronym that will help you to keep your posts on track.


- See more at: http://www.physicianspractice.com/blog/why-social-media-matters-your-medical-practice#sthash.6DGcY5qE.dpuf



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10 Things Every Health Care Professional Should Know About Social Media

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Perhaps no term captures the 21st-century zeitgeist quite like “social media.” Facebook, Twitter, Yelp, LinkedIn, Instagram—the ability to share across broad networks instantly, unfettered by geographic distance, has changed how we do business and transformed our interpersonal relationships. Now, online reviews and ubiquitous mobile communications change the way people connect with their doctors. Rating sites such as Healthgrades, ZocDoc, and Vitals increasingly affect the reputation of health care professionals and the success of their work.

 

Last week, ColumbiaDoctors and the CUMC Office of Communications presented “Social Media for Health Care Professionals.” The event featured presentations and panel discussions with social media experts: Columbia University Chief Digital Officer Sree Sreenivasan; the editorial director of MedPage Today, Ivan Oransky, MD; the former surgeon and anonymous writer who blogs under the name Skeptical Scalpel; P&S professor, oncologist, and popular blogger Azra Raza, MD; Tamar Schiller, DDS, MBA, of the College of Dental Medicine; Gina Czark, director of social media for NewYork-Presbyterian Hospital; and, from the CUMC Office of Communications, Chief Communications Officer Doug Levy and digital strategist Michele Hoos.

 

Presentations focused on the basics of social media, how the modern medical professional can and should be involved in social media, and how to avoid embarrassing social media interactions that can affect the reputation of both the professional and the institution.

 

Top 10 tips offered at the event:

 

1. Consider social media a dialogue, not a monologue. Many mistakenly think of social media as a broadcasting platform, yet it is most useful for promoting conversation. For example, responding to Tweets and mentioning people in your posts via their Twitter handle draws them—as well as their followers—into the conversation.

 

2. Understand that the impact of social media is not in who follows you but who follows who follows you. Though you may have only a few followers, the reach of your posts increases exponentially with each person who shares your material. Focus also on the quality of followers, not just numbers.

 

3. Share useful information. Our primary goal in social media is to educate, which means you should share information that people beyond CUMC may find useful. This could be a new scientific finding, health advice, commentary on a medical or science story in the news—and much more.

 

4. Accept that the line between professional and private is eroding. Even if your social media bio does not identify you as a Columbia University affiliate, anything you say or post online can damage both your reputation and Columbia’s. Do not rely on disclaimers to protect you or Columbia. Remember that patients and research subjects count on us to keep their information private.

 

5. Be an early tester of technology but not an early adopter. It’s nearly impossible to stay abreast of the ever-changing world of apps and websites. Find a medium that suits your needs—be it a blog, Twitter, LinkedIn, etc.—and develop it. Each platform does different work; find what works for you.

 

7. Get noticed by standing out. We are bombarded with things to read and watch and listen to; the average person gives a blog post or Tweet only a glance. Make your material engaging and brief, with a dash of humor if appropriate.

 

8. Follow people you know who are already experienced in social media. Facebook and Twitter have an etiquette and lexicon that could easily confuse the neophyte. By following someone who is more experienced, you can familiarize yourself with the terrain and processes.

 

8. Work collectively. One of the benefits of being part of CUMC is that we are a large community with many people already active and successful on social media. Interested in blogging or setting up a Facebook page? Start with the CUMC Office of Communications. Trying to promote your clinical practice? ColumbiaDoctors has a marketing/communications expert who can help.

 

9. Doctors should expect online reviews. Not yet as universal as restaurant or hotel reviews, physician and dentist reviews are a fast-growing part of online media. Generally, patient experience influences online reviews more than the quality of the patient care. The best way to prevent negative online posts is to make sure that patients feel good about their experience. The last person to interact with patients has a disproportionate influence on their overall satisfaction. If a negative review is posted, consult the CUMC Office of Communications before responding publicly.

 

10. Use common sense online just as you do offline. There is no way to predict how your message will be read, or by whom. Be careful about posting content that might be offensive, just as you would use caution when speaking in person. Let your intuition be your guide; if it seems like a bad idea, it probably is.


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Social Media Policies for Physicians: Good or Bad!

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Social media guidelines for physicians frequently focus on the need for doctors to separate their personal from their professional identities, but those types of policies get social media all wrong, according to a viewpoint recently published in JAMA.


Instead, the viewpoint's authors suggest a simpler, more straightforward means for physicians to assess potential social media activity: Is what you're about to say appropriate for a doctor to talk about in public?


"When a physician asks, 'Should I post this on social media?' the answer does not depend on whether the content is professional or personal but instead depends on whether it is appropriate for a physician in a public space," write the authors - Matthew DeCamp, MD, PhD; Thomas Koenig, MD; and Margaret Chisolm, MD - from Johns Hopkins University.


But for those who remain unconvinced, the authors offer these four reasons why, for physicians, it simply isn't feasible to separate personal and professional identities:It's operationally impossible: With minimal effort and information, anyone can do a web search that quickly connects a physician's personal content to her professional content - assuming both types of content exist. And if both types of content do exist, there's no way to keep them separated, when a connection between the two is just a Google search away.


Lack of user consensus: Despite recommendations from groups such as the American College of Physicians and the Federation of State Medical Boards, some physicians remain unconvinced of the need to maintain separation between personal and professional content. For some, blurring the lines between the two is part of the reason to use social media in the first place, as doing so can level hierarchies and increase transparency, the authors say.


They're often the same thing: Separating personal and professional identities is inconsistent with the concept of professional identity. In other words, professional identify is determined to at least some extent by personal identity. For example, medical students undergo identity changes from student to professional and from consumer of medical services to provider.


Those personal identity transitions help shape who they are as professionals. "When recommendations fail to acknowledge the complex, mutable nature of professional identity and its connection to personal identity, the recommendations fail to offer the unambiguous, practical guidance that is needed," the authors write.It could be harmful: Doctors aren't required to avoid personal contact with patients offline, so why should they be required to do so when they're using social media?


In small or rural communities in particular, such encounters can be unavoidable, and they can even be beneficial to both doctor and patient. The unrealistic expectation that physicians need to maintain two separate identities can carry with it a "psychological or physical burden," the authors write.The authors stress that they aren't proposing that doctors should "eliminate boundaries," or that "anything goes" on social media.


Rather, the key to resolving physicians' "online identity crisis" lies in recognizing that social media exist in primarily public spaces, not in exclusively professional or exclusively personal ones


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How the Internet and social media are changing healthcare

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You wake up feeling a slight tickle in your throat. You try and shake it off and drink lots of water. After a few hours, it’s still there. Instead of calling your mom or making a doctor appointment, you head to the Internet.  Today, anyone with a computer and a connection can get online and find a variety of results, ranging from simple sore throat to the more serious, like bronchitis and asthma.

 

 

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But just because we can doesn’t mean we should. In a world where almost everyone is online and can easily find and provide medical solace, is it really, truly a good idea to consider social media and the Web a reliable source of healthcare?

 

Doctors and hospitals are on the social media bandwagon

Today, more and more members of the medical profession are embracing social media for sharing helpful medical information and providing patient care. A Pricewaterhouse Cooper conducted survey asked over a thousand patients and over a hundred healthcare executives what they thought of the way many healthcare companies are utilizing social media and the Web, and results show the most trusted resources online are those posted by doctors (60 percent), followed by nurses (56 percent), and hospitals (55 percent).


Social media is becoming more and more utilized by hospitals and medical professionals as a means to convey general health information, sometimes even personalized help. Amanda Mauck, Interactive Marketing Specialist for Le Bonheur Children’s Hospital, thinks engaging with patients via social media is a great way to empathize with those who need comfort, not just provide relevant health news. Aside from the latest news about the hospital, Le Bonheur’s Facebook page mostly contains relatable family stories and parenting advice. “Our users love photos and [success] stories, [especially those] that showcase our team’s compassion and ability to go above and beyond for a family,” says Mauck. The hospital does receive private messages inquiring about specific medical conditions, but they never address them publicly on their Facebook page, usually recommending patients to direct their questions to the hospital’s general contact form or contact them by phone. “When a family posts a comment about a medical issue, we like to encourage the family to email our general account. We do this for a couple of reasons: One, to protect that patient’s privacy, and two, it is easier to put the family in touch with the right person on our team for help,” Mauck explains.

 

Kevin Pho, M.D., an internal medicine physician and founder of KevinMD.com, however, notes the potential for misinformation on the Internet is high. “The problem is, you can’t trust everything you read online,” Pho says. “For instance, consider that fewer than half of websites offered accurate facts on sleep safety for infants, or that pro-anorexia websites were shared more frequently on YouTube.”  According to Pho, health professionals need a strong social media presence to establish themselves as reputable sources as well as to properly point patients toward legitimate sites to be used as secondary sources.

 

While Pho uses Facebook more for personal reasons, he uses Twitter professionally on a daily basis to retweet provocative healthcare opinions and news stories, as well as curate information that’s relevant to his profession. “Health reform tends to drive many of the health opinions on the web.  To truly fix healthcare, I believe that we need solutions from both ends of the political spectrum, so I avoid sharing opinion pieces that are overly partisan or dogmatic,” Pho says. His “essential list” includes a variety of healthcare stakeholders, including physicians, social media experts, and policy analysts. 

The likes of Facebook and Twitter not only give medical professionals a platform to connect with patients, but with fellow doctors as well. Doximity is like Facebook for physicians, where general M.D.s can easily consult specialists for cases they need assistance with. 

 

The challenges to Internet healthcare

Of course there’s a downside to doctors becoming too available online. The Internet is almost always the opposite of private – sensitive subjects like physical and mental ailments can easily be revealed by the person suffering from them or the doctor treating them through a tweet or a comment. Social relationships between doctor and patient can also be easily muddled; many health institutions discourage staff from “friending” patients on Facebook and other social media platforms at the risk of jeopardizing treatment as well as reputations.

 

The Wall Street Journal mentions a survey published in the Journal of General Internal Medicine back in 2011 that revealed 35 percent of respondents who are practicing physicians have received friend requests from patients on their personal social network accounts, and 58 percent of them always reject them.

“I see Twitter as a higher-risk environment, as it’s basically an open forum.”

Thomas Lee, M.D. of the Orthopedic Foot & Ankle Center in Westerville, Ohio raises a valid point: Social media is a difficult media for a physician because of HIPAA, the Health Insurance Portability and Accountability Act. “It is very difficult to talk about medical care without personalizing the content, and you can’t personalize content without violating HIPAA,” Lee explains. “In addition, the practice of medicine requires a thorough history of the patient’s current condition and a thorough physical exam before we can render a diagnosis and treatment plan. A person with a severe headache for several months can range from a simple headache to migraines to an allergic reaction to a life threatening brain tumor. How would a doctor – or a computer program – differentiate between these diagnoses without physically talking and touching the patient? Without the opportunity to directly talk to a patient and examine them, our ability to be accurate is significantly mitigated.”

 

Lee avoids dishing out professional and medical advice on his Twitter and Facebook accounts, but admits that both help in making himself appear more accessible to his patients and staff. Although he posts frequently, it is unusual for him to engage in a dynamic conversation online.

 

“I see Twitter as a higher-risk environment, as it’s basically an open forum,” Dr. Rob Lamberts says of his minimal use of the micro-blogging site for his own practice; he only utilizes it occasionally to float a medical question to his colleagues. He has used Facebook in the past to advise people regarding a study on Zithromax, but other than that, Lamberts believes social networking sites are more for marketing and general communication than for medical application.

 

Scott Linabarger, Senior Director of Multichannel Content Marketing for the Cleveland Clinic, believes that nothing should take the place of having a conversation with your physician. “We cannot provide specific advice, nor can we diagnose users via social media. Our information is general and is intended to provide guidance. Our posts are about the users, not about Cleveland Clinic,” Linabarger explains. According to Cleveland Clinic’s over 450 thousand Facebook followers, they want health and wellness tips, information about diseases and conditions, and news about the latest in medical innovation from the hospital’s Facebook page. The general information is usually presented by Cleveland Clinic through images, a manner they have proven to garner a higher response rate compared to purely text content.

 

What about online therapy and similar practices that conduct virtual sessions? A study conducted by University of Sydney researchers on the effectiveness of Internet-delivered Cognitive Behaviour Therapy (iCBT) examined e-couch, a free online program that offers various modules that provide anxiety and depression assistance. The results reveal the program to be more effective in alleviating mild to moderate depression and cardiovascular ailments as well as physical health issues than other methods of searching for health advice online.


“Essentially, online therapy will help serve the nearly 3 out of 4 people who have mental health problems but do not currently get any kind of help,” says Lawrence Shapiro, Ph.D., President of Talk to An Expert, Inc., a HIPAA-compliant e-therapy company that launched quite recently. “It is particularly important for people who cannot get to an office for conventional help because they are housebound, in remote areas, physically disabled, and so on.  Online therapy lowers the bar for people who need help.”

 

“There are a few studies that have been done suggesting that online therapy is just as effective as in-office therapy,” Shapiro continues. “According to the American Psychological Association, almost 25 percent of people with mental health problems don’t get the help they need with the current mental health delivery system. Online therapy extends the reach and reduces the cost of therapeutic services.” With the emergence and acceptance of e-therapy as a legitimate form of healthcare, any patient who cannot afford to schedule appointments during office hours or is undergoing a problem in a public place (think of someone with an intense fear of flying freaking out at the airport, or someone injured and traumatized at a disaster site) can receive instant psychological services.

Dr. Internet, at your service

According to a report compiled by the Pew Research Center’s Internet & American Life Project, one in three American adults have used the Web to figure out a medical issue. Of all those users hoping to find solutions online, 46 percent thought they needed to seek professional medical assistance to be certain, 38 percent believed they could handle their ailments in the privacy and comfort of their own homes, and 11 percent ended up doing both or something in between. The accuracy of accessed information online is a different matter all together – 41 percent of those who sought medical advice got diagnostic confirmation from actual physicians and an extra two percent only got partial confirmation. 18 percent were met with disagreement or a different diagnosis, while one percent got an uncertain reaction.

 

As an Internet savvy patient, it’s always good to be prepared – or to first look for alternative, quick, and easy (and risk-free) methods to address a less serious medical issue before committing money and time to a medical consultation and medication. Facebook is a rich source for fitness-focused pages that inspire users to adopt healthier lifestyles. In one click you can become a member of a community that will help you with any fitness-or-health-related questions through their personal experiences.

 

“I do my best to not complain a lot at home. Instead, I use social media sites like Twitter and Tumblr to express how I’m feeling without having to burden my loved ones.

 

A lot of patients suffering from serious ailments also turn to Facebook for support. Dana Baker – a thyroid cancer survivor – has been a long-time sufferer of a long list of ailments, including chronic fatigue syndrome, fibromyalgia, anxiety, and depression. She is a member of various support groups on Facebook and uses them to sympathize with other people suffering from similar conditions. “When you are chronically ill, it is emotionally draining not on just yourself but also on your friends and family. It becomes very difficult for your loved ones, because they have to see you suffer, and the majority of the time there is nothing they can do to help you,” Baker says. “I do my best to not complain a lot at home. Instead, I use social media sites like Twitter and Tumblr to express how I’m feeling without having to burden my loved ones. I use support groups on Facebook to talk with other people, share our experiences with doctors, medications, and alternative treatments. We also share coping strategies.”

 

Aside from using social networking sites to keep in touch with fellow patients, Baker also uses Google to look up prospective doctors, sites like WebMD to look up any prescription medication, as well as condition-specific sites like  migraine.com and thyca.org (for thyroid cancer). She also uses an iPhone app that allows her to keep in touch with her doctors via direct message and they usually respond within the day.

 

The Internet can also bring the world’s home remedies to your desktop. Trusting the Web to prescribe a homemade concoction might sound sketchy, but by using the right keywords and employing responsible Internet navigation, you can find legitimate “all natural” solutions for common mild ailments. Sites like Home Remedies Web encourage healthcare at home – their list of natural cures address a wide range of common problems, from acid reflux to yeast infections. It also features comments from people who’ve tried the remedies so you have an idea what you’re getting yourself into.

 

Based on Pew Research Center’s findings, a large percentage of people online prefer taking matters into their own hands, thinking it’s enough to be armed with enough Web search prowess to beat any disease. The trouble is, the wealth of information leaves too much room for guessing – patients can easily underestimate a medical condition, and too often they lean toward inaccurate and scary data. This isconfirmed by research conducted by the Hong Kong University of Science and Technology, which reveals that the less familiar you are with the patient and the condition (meaning being diagnosed by someone besides a search engine and your own queries), the better the chance you have at finding out what’s really wrong.

 

“I encourage patients to go online and inform themselves about their medical conditions.  Patients deserve to be well-informed, and the transparency of the Internet allows them access to information that used to be gated by a provider,” according to Pho. “The problem, as previously mentioned, is the quality of the information on the Web. There’s too much information available. Physicians need to act as curators of that information, and help patients sort out what’s helpful and what’s not.”  

The middle ground and the bottom line: social media and healthcare can go hand in hand

“Social media isn’t always a secure forum; there’s no way to confirm whether the person on the other end is a legitimate patient or physician,” Pho says. Most hospitals and medical institutions provide healthcare social media policies for their physicians and staff, and as long as these guidelines are respected, social media is a great tool to bring patients and doctors together. 

The problem arises when patients tend to believe that they have the worst diagnosis out of the many possibilities and create unnecessary anxiety within themselves.”

 

Patients should use this same compromising policy as well. “I don’t mind informed and well educated patients at all,” says Dr. Amit Malhotra, M.D. of Smart Health Technology. “The problem arises [when] patients tend to believe that they have the worst diagnosis out of the many possibilities and create unnecessary anxiety within themselves. It is important to educate yourself and then have a good conversation regarding your problem with your doctor [so he can] guide you through your problem and address your concerns.” Instead of looking up diagnoses, patients can use the Internet as a positive resource for ways to stay healthy and to research sites that provide credible health content. “Patients should ask, ‘who funds it?  Who’s writing that information?  Are there any commercial relationships?  Is there an agenda?’ As a rule of thumb, I recommend health information from ‘.gov’ websites, such as Medline Plus, or ‘.org’ websites that belong to hospitals or medical centers, like the Mayo Clinic,” Pho suggests.

 

According to Lee Aase, Mayo Clinic’s Director for Social Media, aside from posting general health information, it is also important to offer content that invites patient involvement. “We do a ‘Myth or Matter of Fact’ feature each week in connection with our Saturday radio program in which we post a frequently heard saying about a disease or condition, and then invite users to say whether they think the statement is true or whether it is a myth. We reveal the answer on the page after radio program airs,” Aase mentions.

The world today is technologically driven, and it’s in our best interest – whether you’re a physician catering to your patients’ queries or an individual seeking proper medical treatment – to keep up with these advancements, especially when it comes to accessing healthcare. But even the Internet needs to be taken with a grain of salt, and in the case of healthcare, it’s in everyone’s interest to proceed with caution and skepticism. 

 


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HIPAA Tips to Keep Your Healthcare Business from Getting Fined

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Since its legislation over twenty years ago, the Health Insurance Portability and Accountability Act (HIPAA) has received both positive and negative comments. The negative aspect has mostly involved the genuine danger of data breaches. Information that‘s readily available online shows that hacking makes up 23% of HIPAA data breaches.

Hiring healthcare workers who will know when to release information and when to withhold data has also been a big challenge.

The positive aspect is that you can keep your health insurance if you move from one employer to another and sharing of information between medical practitioners is easier. A large percentage of people agree that the positives outweigh the negatives. That is why the law was enacted and is now vigorously enforced.

If you are in the healthcare business, you need to avoid fines that can run up to $1.5 million per violation in a year. Employee training will help your business a great deal in this regard.

Here are six tips that can help you do precisely that:

1.    Encryptions and Firewalls

As already mentioned, the statistics on the hacking of healthcare systems that house medical records is very damning. Thus, you need to set up a secure firewall system to thwart any attempts to access the system illegally. The firewall needs to be up-to-date all the time.

Data encryption when sending out electronic communication such as emails is also essential. It prevents hackers from viewing the content of the messages sent. This is important since the encryption is not end-to-end.

2.    Possession of Devices Containing Patient Records

It is common practice to keep records on portable devices in case you need to use them on the go.  These devices, especially mobile phones can be easily stolen. Therefore, it is essential to keep them out of the wrong hands at all time.

Train your employees to be aware of the location of the devices they are handling at all times. They should also shut down or switch off the devices when they are not in use.

3.    Store Files Properly

Filing paper and saving of an electronic file on the computer is an activity that we all do without putting much thought into it. Healthcare workers cannot afford to make this mistake. Misfiling a record or saving a file on the wrong network can lead to HIPAA violations since it can easily fall into the wrong hands.

Remind your employees to take extra care when doing these seemingly simple tasks.

4.    Dispose of Paper Files Well

Many healthcare companies have entirely switched to electronic filing. Papers are only used when writing prescriptions for patients. Nevertheless, for some, paper filing is still a small important part of the business due to one reason or another.

If your business still uses paper filing, the proper way to discard paper waste is to shred the papers before throwing them away.

5.    Encourage Continuous Learning about HIPAA

HIPAA guidelines keep on changing to keep up with the changing times. Whenever there is a change, training should be held. Mention the penalties that the employee and the business will incur should they not strictly adhere to the guidelines.

This is an activity that will take time, but it is necessary.

6.    Use Social Media Carefully

An active social media presence can set you apart from other healthcare business. It communicates that you value your clients enough to follow them to a place where they spend most of their time. There are no strict rules when using social media. Some companies even use social media to have light-hearted banter with their patients.

However, at no point should an employee share sensitive data about the business or the patients on social media. Even sharing information without including names is prohibited.

Ensure that your employees understand this.

Conclusion

In conclusion, avoiding fines for HIPAA violations is not too complicated. The above information is proof of that. The best way to avoid the violations is to train employees about HIPAA guidelines and to remind them to be focused even when doing the most mundane of tasks.


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Patients' perspectives on COPD: findings from a social media listening study

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We utilised social media listening (SML) to obtain patients' perspectives on symptoms, diagnosis and comorbidities associated with chronic obstructive pulmonary disease (COPD) and its impact on patients' quality of life (QoL).

A comprehensive search on social media platforms was performed for English language content posted between July 2016 and January 2018 using COPD-related terms. Social Studio, a social media data aggregator tool, was used to capture relevant records. The content was manually curated to analyse and map psychological aspects with descriptive statistics applied on aggregated findings.

A total of 849 posts from patients or caregivers (“patient insights”) were considered for the analysis, corresponding to postings of 695 unique individuals. Based on 734 mentions of symptoms from 849 posts by potential patients/caregivers, cough (27%), mucus (25%) and shortness of breath (21%) were the most frequent; analysis by perceived COPD severity indicated these to be common across all severities. Difficulty in mucus clearance (24% of 268 mentions) and sadness (40% of 129 mentions) were top among the aspects impacting physical and emotional QoL, respectively.

SML from patients with COPD indicated that relief from cough, mucus production and shortness of breath would be the most desirable aspects of disease management from a patient's perspective.

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4 Ways Your Prospective Patients Learn About You [And What You Can Do To Acquire Them]

I am sure you already know how your prospective patients learn about you. Let me refresh the reason and share the specific strategies you need to implement to convert those prospects into patients.

How prospective patients learn about you:

    1. They find you online. Many patients turn to Google when looking for a healthcare provider – Almost everyone now searches for services, including healthcare providers, on the internet. They will typically type keywords (example – primary care physician in “their town”) and decide which provider to contact based on the list provided by Google (or other search engines like Bing).

 

    1. Find your name on the list of approved providers by their health insurance company– No need to explain this process for providers who accept health insurance for their service. If you don’t take health insurance, then this is irrelevant to you.

 

    1. Recommendations from their friends/relatives – Healthcare providers already know that referrals from their happy patients are a constant source of new patients. They can optimize recommendations through ongoing communications with satisfied patients, including asking for referrals and making it easy for patients to refer.

 

    1. Referrals from other healthcare providers (especially relevant for specialists) – Most specialists get new patients through referrals from other physicians. A well-planned outreach program will increase specialists’ awareness among referring physicians resulting in a more significant number of new patients.

 

I am sure the information about how your prospective patients become aware of you and your services is nothing new, but let me share specific strategies that you can employ for these prospects to maximize their conversion to your patients.

 

1. Online Search:

Who will typically Google for a healthcare provider? – Your prospects who are searching for you on Google are generally educated, belong to the middle-class or higher income bracket capable of paying for your services (have good health insurance or can pay cash), and are likely to do a lot of due diligence when looking for a provider. The only exception would be for prospects who are facing a major emergency, in which case they will search for the closest provider.

This group of patients is hardest to acquire, but once they are onboard, they will stay with you because they have selected you after doing thorough research.

What helps them decide who to contact? – These prospects would typically go through the following process to short-list providers they would consider:

    1. See providers who show up as search results. (Search drives nearly 3x as many visitors to hospital sites compared to non-search visitors – Think With Google Study.)

 

    1. Quickly decide who they will exclude and make a list of potential providers that they would find acceptable. For example, they may promptly eliminate a provider with poor reviews.

 

    1. Confirm that you accept their health insurance (if they have one) to further short-list the providers under consideration.

 

    1. Visit the short-listed provider’s website to learn more about the provider.

 

    1. Check provider’s reviews on the review site they trust. Typical review sites for healthcare providers include Google, HealthGrades, Vitals, RateMD, Facebook, and Yelp.

 

    1. Check the internet for any other information about the provider, like articles written by them, mentions on other websites, etc.

 

    1. Compare information of each short-listed provider and then decide who to contact.

 

How can you maximize your chances of converting prospects searching on Google?

    • Make sure that your website is ranked high when someone searches for your specific service. For example, if you are an ophthalmologist in the city of Irvine in California, the most relevant keyword that you need to optimize your website would be “ophthalmologist in Irvine, ca.” If you don’t appear for this search, the prospect will never know that you exist, thus can only consider ophthalmologists that show up on that search. Your online marketing company will show you the list of key phrases used on Google to search for the services you offer.

 

    • The prospect will next check your reviews, so make sure your reviews reflect the real patient satisfaction of your practice. Why? Because, almost three-quarters (72 percent) of patients use online reviews as their first step in finding a new doctor, so your online reputation is often the first impression for many patients – Software Advice. You may need a review monitoring and reputation management company (Google healthcare reputation management company to find one) to make sure online reviews are consistent with your patient satisfaction reality. Our in-depth analysis of 100s of providers shows that the online reputation of providers who do not manage their reviews proactively understates the actual patient satisfaction.

 

    • Make sure your website has detailed information about you and your practice, and that it is well-designed; especially it is optimized for conversion from a mobile phone. Most of the web browsing now happens on a mobile phone. (44% of patients who research hospitals on a mobile device scheduled an appointment. Think With Google Study.)

 

 

  • There should be more information about you on the internet other than your website and review profiles. Your online marketing company should be able to generate mentions about you on the internet.

Our experience suggests that you need a healthcare marketing agency to acquire these patients.


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Five Reasons Why Physicians Should Be in Social Media

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In November, 2011 the AMA published a report on Professionalism in the use of Social Media.  A brief summary of the paper  was published in June, 2010.  The issues addressed by the AMA are reasonable and practical in my view.  There have been some excellent pieces written about the ‘ethical’ issues seen by others about physicians being on social media as well as reasons that physicians themselves give for not wanting to participate. The issue has also generated some excellent thought-provoking discussion in the Digital Health Linkedin group.    As an active participant is social media, I realize its value to patients, caregivers and providers. There have been many other articles and posts about physicians and social media.  I just thought it was time for me to put my perspective out there. I would like to touch on five reasons I believe that physicians should embrace social media.


1.    It’s where the patients are.  Social media is becoming part of the healthcare landscape.  Probably the largest growing sector is online health communities.  I feel that physicians can gain a keener insight into patient concerns (many of which might be very eye opening) by getting involved in social media.  Physicians in social media have been found to be more highly rated by patients so much so that engaging in social media has been recommended to improve online physician reputations.  What is interesting is that while older people (baby boomers) are OK with engaging social media to obtain information, they are far less likely to share personal health information than young people, according to a PwC Health Internet Research Survey.  “More than 80% of individuals ages18–24 would be likely to share health information through social media, while nearly 90% of individuals would engage in health activities or trust information found via social media. Less than half (45%) of individuals ages 45–64 would be likely to share via social media, while 56% would be likely to engage.  I believe this might change if physicians are in social media even in ways conforming to accepted guidelines.  It might add legitimacy, knowledge, and more trust in the space.


2.    It’s where hospitals and healthcare systems are.  The PwC survey also stated that more than 1200 hospitals participate in over 4200 social networking sites.  It would behoove physicians and other providers to know what information is being supplied by their own hospitals or organizations.  In this regard, they can perhaps partner with the institution and both gain some knowledge about what their patients are reading online as well as perhaps provide more targeted information (most hospitals use content provided by others) by offering collaboration.


3.    It makes for engaging and useful interactions with vendors and colleagues.  As physicians are busier than ever, they have less time to interact with Pharma and device companies (who have less and less access to providers) as well as colleagues.  Social media lends itself to interactions which occur in more relaxed and customized settings.  While online health communities can be a source of marketing research, they can serve as points of educational interactions with both patients and providers. Companies such as WCGLiquid Grids, and others are using sophisticated analytics to translate conversations into useful data for providers and others. One must certainly differentiate between open and closed social media sites.  Open sites are ways in which physicians can either observe or interact (paying attention to the guidance cited above) with patients.  Closed platforms provide a more targeted audience for vendors and serve as a forum for more relaxed (HIPAA compliant) conversations among physicians.


4.     It’s social. Providing a humanistic side of oneself to the public as a physician is therapeutic to both the writer and reader.  Being social is not the digital equivalent of running into a patient at the supermarket, soccer game or restaurant and having him show you a skin lesion for examination or describe a symptom. One might ‘lurk’ or merely observe what is being discussed.  Patients are more candid with each other  (or even providers which aren’t necessarily their own) in social media than they are in real life.  Observing these discussions provides perspectives which might have been previously unknown or discounted. When I was in practice I found that it expanded my horizons.  It opened my experiences to previously compartmentalized areas of the healthcare ecosystem, incorporating new ideas, beliefs, and sentiments which became integrated with my daily practice.


5.   It’s not mandated.  So much of a physician’s practice is either directed towards satisfying regulatory mandates or indirectly related to them. Digital interactions with patients and colleagues might therefore be viewed as welcomed respite. It can be disease specifically related (as in online patient communities such as HealthTap, Wego Health, Treatment Diaries, or others) or not, perhaps via Linkedin groups representing multiple facets of healthcare. I have found interactions via Tweet chats with patient advocates and providers alike in a number of areas to be satisfying by contributing basic knowledge about navigation of the healthcare system which is both the most difficult patient problem these days and a potential contributor to morbidity and mortality. It is enlightening to realize how much a physician takes for granted how little it takes to contribute in a significant way to people’s knowledge. Participation in social media is on a person’s individual time schedule and therefore is neither stressful nor imperative.  It creates virtual friendships, respect, and collaboration.  Try it, you might like it.


–David Lee Scher, MD is Director at DLS HEALTHCARE CONSULTING, LLC, which specializes in helping digital health technology companies, their partners and clients. As a former cardiac electrophysiologist and pioneer adopter of remote patient monitoring, he is uniquely qualified to address both clinical and operational concerns of clients. Scher was Chair of Happtique’s Blue Ribbon Panel which established standards for certification of medical apps in the categories of safety, operability, privacy, and content. He is a well-respected expert in mobile and other digital health technologies and lectures worldwide on technology and its impact on patients and healthcare systems.


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Health Insurers Can Build Links to Customers With Social, Mobile Tools

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Rankings by EveryMove, a marketing and incentives company, suggest progress in health insurers' technology adoption, but further online community development is needed.

 

Health insurers have further to go in using mobile tools and social media to develop a community with consumers, according to EveryMove, a health rewards-based marketing and incentives company. It has released its EveryMove 100 Health Insurance Index, which ranked the top 100 health insurance companies in the United States on how they engage with consumers to manage their own health.


As more individuals will be shopping for health plans in health insurance exchanges (HIXes) as a result of the mandate in the Affordable Care Act to have insurance, more transparency will be needed in how insurers meet consumers' needs and interact with them, according to EveryMove, which released its rankings Aug. 27.


EveryMove listed both regional and national plans based on whether they offer mobile Websites and apps, how well they use social media and whether incentive programs help motivate patients to adopt healthier habits. The company also examined how insurers use SMS and live chat to provide customer service.


"I wouldn't say anybody is knocking it out of the park on an absolute basis relative to other industries," Russell Benaroya, EveryMove's CEO, told eWEEK.

 

Scores were based on 50 metrics that measure how well insurers meet consumer needs for accessibility, motivation, community activism and overall satisfaction. Topping the rankings was New York-based Capital District Physicians' Health Plan, with a score of 73.8. The health plan, which has 385,000 members, is running a photo sweepstakes to reward healthy activity, Benaroya said.

 

In second place was Blue Cross Blue Shield of Arizona (BCBSAZ) with a score of 73. BCBSAZ uses social feeds to engage its community and also uses a Spotify account to allow members to share songs, Benaroya noted.


Independence Blue Cross (IBC) in the Philadelphia area took third place with a score of 71.9. IBC is working with Penn Medicine to see if Vitality's electronic GlowCap for pill bottles increases medication adherence. In fifth place, with a 71.6 mark was Humana, which uses Hewlett-Packard's Exstream communications management software and SundaySky SmartVideo technology to offer personalized video health plan statements.


Of the health plans ranked, 97 used both Twitter and LinkedIn, while 87 were on Facebook and 81 had a presence on YouTube.


The goal of the rankings was to create transparency and trigger a conversation between consumers and health insurers on how they're using technology, according to Benaroya.


"We believe that by creating some transparency around who is doing what and who is doing things well, we can start to push the conversation and hopefully be a catalyst for action," Benaroya said.


Health plans have more work to do to create this transparency using technology. They have a "long way to go around using these technologies to actively engage that population," he said.


Although any company can set up a social media account and say they have a Facebook page, insurance companies need to use these tools for "active dialogue as an important part of their business," Benaroya said.  "That's not happening right now. You would expect that to be the case at some level."


This would include actively monitoring social channels and promptly responding to comments, he said, while noting that active engagement using social media will allow insurers to build trust with consumers.


Many health plans offer mobile apps, but only 22 percent of health plans allow consumers to access their data on the mobile Web, according to Benaroya.


Although health plans need to encourage additional use of technology, consumers' adoption of these tech tools is not uncommon, according to Matthew Holt, co-chairman of Health 2.0, a conference organizer, and a member of EveryMove's advisory board.


"It's no longer rare for health care consumers or plan members to want to use social media and online tools on any device to improve their health care experience," Holt said in a statement.


"We're well into the medium adopter phase, and it's going to accelerate," Holt said.


Businesses in health care need to take the lead from those in retail, finance and travel, he said. "I think that the EveryMove 100 Index is going to help identify the insurers that are supporting this new consumer and will show the rest how to catch up," Holt said. "And it can't come too soon." - See more at: http://www.eweek.com/mobile/health-insurers-can-build-links-to-customers-with-social-mobile-tools/#sthash.0qCoZ8IM.dpuf


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Medical conversations are happening on Twitter, not Facebook

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When Twitter initially launched I was largely skeptical on how it could be utilized in medicine.  Initially I thought Facebook was a better option due to the ability to use more than 140 characters. Over time though, it has become clear the medical conversations are happening on Twitter, not Facebook.


An example of this is when we highlighted the #FOAMed movement — Free Open Access to Medicine Education.


We highlighted how physicians around the country are using twitter and social media to teach and learn in a dynamic way. In particular, we referenced 11 critical FOAMed resources for emergency medicine.  Nowhere was Facebook mentioned.


I think that’s a good thing.


Mainly because Facebook’s privacy settings are so nebulous.  Over time I’ve come to realize Facebook is starting to turn into the old Internet Explorer — bloated. Twitter is simple, straightforward, and you’re not worried about messing around with various profile settings due to updated policies every few months. Even though I was an early adopter of Facebook, getting an account during my college years months after it’s launch, I stopped using it a few months ago and haven’t looked back.


On my news feed in Twitter, not only can I keep up to date on the latest medical literature, but I can see debates between my fellow physicians about the various literature as well in real time.


I would argue there is a higher level of peer review that happens on Twitter at times than by some of the largest medical journals.  You don’t see this high level of medical conversation on Facebook.  Instead you get status updates about peoples miscellaneous thoughts or another invite to some random event you don’t plan on attending.


Further, Facebook doesn’t carry the medical conversation forward — it’s too declarative.  Twitter is not.


Grown up medical conversations are happening on Twitter, not Facebook.


Iltifat Husain is founder and editor, iMedicalApps.com, where this article originallyappeared.  He can be reached on Twitter @IltifatMD.


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Why Health Care Needs a Dose of Social Media?

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Health care isn't inherently social. It doesn't typically evoke positive emotions—you're calling the doctor because you're sick, not because it's #ThrowbackThursday. Other experiences, such as shopping, dining and travel, are inherently social. As a result, these industries have leveraged social media to improve the consumer experience. 


According to the Journal of Internet Medical Research, 60 percent of adults surveyed used the Internet to find health information. Meanwhile, less than 15 percent actually engaged in social media to discuss health with their peers. This is largely because the health-care industry has failed to enable social opportunities for consumers, because it has not had an incentive to truly focus on the consumer. However, this will soon change with the Affordable Care Act's mandates on patient outcomes.


Currently, a staggering 75 percent of health-care costs are related to preventable illnesses such as obesity, diabetes, hypertension, high cholesterol and asthma. Financial incentives for providers to improve patient outcomes will create a greater focus on prevention and a shift toward patient responsibility. This means the industry should start to view the patients as "consumers" and find ways to improve their overall satisfaction and increase engagement. One clear way is going the same route that retail, dining, travel and other consumer industries have gone: social. 


It's important to recognize that some of the recent patient engagement advancements in health care are steps in the right direction. Take employee wellness programs, for example. It's a great approach—creating a healthier working environment, offering incentives and using colleagues as inspiration. But adding a social layer to this—one that combines your coworker's voice with your spouse's, children's, best friend's and even a stranger who is experiencing the same challenges—can lead to long-term systemic changes. 


Some health issues are a result of individual behaviors, but using the people around us can help change those. As Nielson reported, 92 percent of the major influences in our lives come from those we know, and because so much of our interaction now occurs online, it's time to use social media in health in a bigger way.


At Audax Health, we believe that going social leads to better health and a better health system, and the industry is poised to be reinvented by social media. As this change gets underway, here are three lessons learned on what's proved successful in social media to increase engagement and improve consumer outcomes:


1. Consumption

People need to be able to visualize their health.

This trend is evident with the popularity of platforms like Instagram and Pinterest: We like seeing information through graphics. These social sites have given us a more effective way of browsing through content with a constant stream of free-flowing material at the tips of our fingers. We find ourselves scrolling through endless pages of "stackable" content, being drawn to the visuals. There is infinite data in health care to draw from to develop these engaging graphics for users— presenting it in a way that's not only easy to consume but to understand. Technical health jargon makes it difficult for consumers to connect with their health. There's great information on medical charts, but consumers can't read them, so why not create a visual health report? A 20-page whitepaper about hypertension is useless, but a personalized infographic that's intuitive and simple can help them visualize a story about their individual health.



2. Connection

People need to be able to freely share their health status with those who most influence their environment.

Social media is about making it easy for large populations to connect with one another. People enjoy talking to and hearing from their online networks. A peer's review of a product or service can be the deciding factor of whether or not we choose to use it. A recent study of social media trends found that 78 percent of shoppers first refer to their Facebook friends' opinions before making a decision to visit stores. The health-care industry should leverage this behavior of peer-sharing and observed behavior. We can influence people to take the first step to better health by changing the conversation from "guidelines suggest …" to "people like you. ..."



3. Integration

Social media is at its best when everything works together


Any good social platform plays nice in the sandbox. But social media in health care right now is a series of walled gardens. There are several great digital health tools available, but they have notoriously low adoption rates because they lack immediate value for the end user. None of them are working together, and they are sending users in too many different directions. By integrating core services such as provider directories and health savings accounts, and using social media to reimagine them, we can improve the user experience and give them functions they actually want and need in one connected place. Think health-care provider directory meets Yelp, and health savings account meets Groupon.


Managing our health has always been fundamentally important, but with skyrocketing costs and the high prevalence of preventable diseases, we need to take more proactive steps to encouraging people to better handle their health and wellness. Technology and social media have come to play an incredibly meaningful role in our society, and using the existing mediums and creating social tools specifically for the industry, we can begin to arm consumers to be more involved in their managing their health. Sectors including retail, fashion, dining and entertainment are already using social well, and at Audax, we're helping the health-care industry take a page from their book to improve health and lower costs.


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Digital Profile Management tips for the Modern Doctor

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A patient complained about a doctor on Facebook and generated a lot of online traffic. The story was reported in the newspapers. The Medical Board started an investigation. Pending the outcome the doctor relocated to another city. This left the local community without a doctor as no replacement could be found.



Reputation management should be part of a professional risk management strategy.


A year later the doctor’s name was cleared by the board. But the damage was done. And for many years the article kept showing up in Google search results in relation to the doctor as well as her old practice.


The good news is that I made this scenario up. The bad news: reputation damage can happen to all of us. Pro-active online reputation management should be part of a healthy risk mitigation strategy.


Here are some simple (ethical) tricks I have used to manage my online reputation and improve my Google rankings. You can do it too, it’s easy. It is applicable to your personal brand (your name) as well as your organisation.


1. Always respond to customer needs and expectations


Prevention is better than cure. Our managers act on complaints immediately, as negative comments have the potential to spiral rapidly out of control, especially online. Here is an example of how not to handle a social media crisis.


Our quality assurance committee starts its meetings with a ‘good, bad and ugly’ review of the past month. The group looks at any problems or feedback received, including e.g. Facebook comments. We’re not perfect by any means, but this approach allows our organisation to improve patient services on an ongoing basis.


2. Create, promote, and update your own online content

Develop a professional website but don’t stop there! Start a Blog. Create social media profiles on LinkedIn, Twitter and Google+, and update your profiles regularly. This will improve search engine rankings so your own content will show up first. Use namechk.com to find out which social networks are available.


3. Interconnect your online profiles

This will further improve rankings. Splash pages like about.me help to connect your profiles in one place.


4. Encourage constructive criticism and respond timely to feedback

Engage when people post comments. Respond preferably on the same day. Look at feedback as free business advice. Thank the reviewer and explain your point of view. We have learned from the comments on our website and practice Facebook page.


5. Don’t argue online (and offline)

Set an example. Be a leader. I know this is not always easy, but an angry response is as bad as no response. Be aware that many clients are watching. Avoid deleting comments as this will usually not help your case.


6. Monitor the web

Google yourself and your organisation at least weekly. Set up Google alerts for your own name and other brands or topics you would like to follow. Free services like peekyou.com,Socialmention.com, and Veooz.com can be helpful. There are lots of other tools to watch your web presence.


7. Correct and improve information on external sites

Most sites will update your details at no cost. Some sites like HealthEngine or HealthOptions Australia may have added your name and address but will only allow you to update details or improve your listing after paying a subscription fee.

If you feel a review about you or your organisation is incorrect or unfair ask the owner of the website to make amendments. If that’s not an option request to write a comment on the feedback. Google will only remove reviews if they contain unlawful content, are spam, off-topic or if there is a conflict of interest.

Google offers useful tips about how to respond to reviews.


8. Improve positive content, push down negative content

There are many reputation management services on the web. They improve rankings and make it harder for negative content to show up high in search results. Brandyourself.com is an excellent free reputation management tool to improve your personal search results. You need to have a social media profile and a website before you start.


9. Be ready to engage with traditional media

Have an official spokes person. Consider media training. I like to give journalists a written summary of the main message our organisation wants to bring across.


10. Know the rules

The Guidelines for advertising of regulated health services explain the advertising limitations under the ‘Health Practitioner Regulation National Law Act 2009’. The Good Medical Practice Code of Conduct of the Australian Medical Board includes principles about how to respond to complaints. If in doubt, ask your medical defence organisation.


Most social media networks, including Facebook have rules. This article is a great illustration: Kicked off Facebook? Here’s what happened. If you want to know how not to use social media – and stay out of trouble – have a look at the AMA social media guidelines.


Reputation management will take time and ongoing commitment. We’re improving our strategies all the time – learning from our mistakes. Let us know how you go! Tips are always welcome!


The information contained on this site is intended to support, not replace, discussion with your doctor or healthcare professionals. The contents of this post are the opinions of the author(s) and do not necessarily represent the views of the Panaceum Group. Blog content is copyrighted. Please read our disclaimer. Thanks for your visit!


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How is Digital & Social Media changing Medical Journal Publishing?

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Last night, when I was searching online for an article published in the Journal of American Medical Association (JAMA), a message popped up on my screen, asking if I would like to install an app called “The JAMA Network Reader“ in my Google Chrome browser. Out of curiosity, I downloaded the app and set up an online account. I was immediately impressed by the app: it has incorporated content from 10 JAMA journals, highlighting “Online First” articles and including links to all articles in current issues.  The intuitive web-based digital platform is easy to navigate with a clean and modern design. Other helpful features include “Offline Library” and “Bookmarks.” Like Amazon’s Kindle, the app even allows you to adjust font size instantly.  I was surprised the well-designed app was developed by a medical journal publisher.


The design of JAMA Reader is sleek and intuitive

The content of medical journals (data and science-heavy) and their primary readers (physicians) did not traditionally fit into the digital media world–we would never expect articles in the New England Journal of Medicine to be written in the same way as Buzzfeed viral stories. However, in the last couple of years, there have been some gradual but major changes driven by digital technologies and social media in the medical journal publishing industry.

Besides JAMA, several other medical journal publishers have taken the advantage of digital technologies and social media to leverage user experience and content sharing. For example, NEJM has established a comprehensive online presence, from Facebook pageFacebook appTwitter handleemail alerts tomobile apps. And the uptake has been high. The NEJM Photo Challenge Facebook app has more than 8,900 active monthly users. NEJM’s Facebook page has more than 430,000 subscribers and its Twitter handle has more than 129,000 followers.


In addition to efforts in digital and social media, the open access movement has gained momentum in medical journal publishing as well. PLOS, a peer-reviewed, open access medical journal online publishing platform challenges the traditional process of science data publishing, attracting much attention from the research community. Now the non-profit organization has seven journals and five blogs, accumulating more than 53 million page views, 12 million article downloads and 145,000 cross citations.  Other organizations have also announced plans to join the movement–the Infectious Diseases Society of America announced this year that it will launch Open Forum Infectious Diseases, another open access online journal in the first quarter of 2014.


Open access movement is changing the landscape of medical journal publishing.

As the health care landscape continues to evolve, these changes are inevitable for the medical journal publishing industry.

Physicians, the biggest clientele of medical journals are rapidly adopting digital, social media and mobile. According to a Google/Manhattan Research published last year, when making clinical decisions, U.S. physicians spend twice as much time using online resources compared to print. 87 percent surveyed physicians use a smartphone or a tablet in their practice. The increasing demand for digital and mobile-friendly content requires medical journal publishers to build robust online platforms and create more engaging content.


The culture of medical research is also shifting as big data, open access movement and social media lowered the threshold to enter the medical research conversations. Collaboration among different industries and business functions are reshaping medical research and drug development, which forces publishers to adapt to the new reality by embracing emerging communication channels, facilitating a quicker and streamlined publishing process and expanding data/content access to a larger audience.

Together, these efforts are changing how medical research information are being distributed and received: data will be more accessible and sharable; jargon-filled journal articles will be easier to understand and more fun to read; more people from outside of medicine will participate in and contribute to conversations around medical research. The bottom line is that these changes can lead to higher efficiency in knowledge sharing and innovation, something the medical research community has been searching for a long time.


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Who’s using social media to network on health care topics? The young and healthy.

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More than half of respondents in a survey last year said they would trust health information posted on social media by a hospital’s account. Doctors were the most trusted posters, with 61 percent of respondents saying they would trust their social-media advice, followed by nurses at 56 percent.

 

Only 37 percent said they’d trust information from a drug company via social media. 

 

The most likely to share their own health information are what health care industry experts call “the young invincibles,” people ages 18-24 in good health. Nearly 90 percent of them say they’d engage in health activities or trust information found via social media.

  

Less than half – 45 percent – of individuals ages 45–64 would be likely to share.

 

One-third of consumers surveyed said they would be comfortable having their social media conversations monitored if that data could help them identify ways to improve their health or better coordinate care.

 

More than 75 percent of consumers surveyed would expect health care companies to respond within a day or less to appointment requests via social media, while nearly half would expect a response within a few hours. 

 

Of those who said they were likely or very likely to share about a health care experience afterward, 44 percent said they’d share their positive reviews of hospitals; 40 percent said they’d share negative reviews.

 

The margin widens when the question is about a specific doctor, nurse or other provider: 42 percent said they’d share praise, and 35 percent said they’d share criticism.

 

This data is from a PricewaterhouseCooper survey of 1,060 


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FDA India gets serious about enforcing rules on drugs and food

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NAGPUR: The Food and Drugs Administration (FDA) seems to be getting more serious in enforcing laws related to sale of medicines as well as all eatables. It is also implementing the ban on gutka, kharra, mawa, scented pan masalas and processed betel or supari vigorously.

 

Mahesh Zagade, FDA commissioner who was on a tour of the region, told reporters that FDA was extremely serious on the issue of presence of pharmacists in every medicine shop. "The situation is slightly better in Vidarbha. In Maharashtra, however, 30-40% of the medicine shops are run like kirana stores with no pharmacists. It is a serious lapse and shops with no pharmacist will be closed and their licences cancelled," he said.

  

Zagade said increased drug resistance in many diseases like tuberculosis that are mass killers can also be attributed to disbursement of medicines across the counter without prescription and bills. In the west, pharmacists have the power to return prescriptions that prescribe irrational combination or are not according to body parameters of patient like weight and age. FDA would also be taking stringent action on shop owners who sell medicines without bills. Substandard drugs make their way into the market through this channel, he said.

 

Zagade stated the state had introduced a system to recall drugs found substandard through a regular sampling process. FDA inspectors picked about 6-7,000 drugs from across the state and found 700 of them were of bad quality. "Information on these medicines will now be available online and they will be recalled from market," he said.

 

Another major step towards curbing illegal trade practices was implementation of Drug Price Control Order (DPCO). Until now there was a big cartel of companies and druggists and chemists association. The two used to sign a MOU and prevent entry of new companies or wholesalers and the companies increased the price of medicine which was borne by patients, Zagade added.

He said the ban on gutka and similar addictive items aimed at preventing cancers of mouth, digestive track etc. Research by Government Dental College in Nagpur and Tata Memorial Hospital has shown how scented and processed items also gradually kill. Talking about the Food Safety and Standard Act (FSSA), the commissioner stated that the act was now very powerful. Food safety officers would now have more powers of compounding fines as well as making case for compensation to consumers, he said.


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Hospitals turn to social media for 'virtual' patient advice

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Hospitals may have been slow to use social media platforms but many are finally taking advantage of all they have to offer and seeking input from patients on how they can improve care and services, reported the Wall Street Journal.

The article cites examples of hospitals across the country turning to Facebook, Twitter, YouTube and Pinterest to recruit patients and their families to serve as advisors, asking for their opinions via questionnaires and surveys on planned improvements in care, new services and even facility names.


Nemours/Alfred I. duPont Hospital for Children in Wilmington, Del., for example, has set up a "virtual advisory council" on a private social network, so it can ask parents to voice opinions and advice regarding appointment scheduling, doctors' bedside manners and other hospital concerns, according to WSJ.

Similarly, the University of Michigan Health System, which encompasses three hospitals, 40 outpatient locations and more than 120 clinics throughout Michigan and northern Ohio, relies on "e-advisors" to answer approximately 35 online surveys a year, and a teen council communicates by responding to questions via its own Facebook page.

Concord (N.H.) Hospital, which includes 295 licensed beds and 238 staffed beds, is using social media to develop meaningful, two-way conversations and, in turn, build brand awareness and customer loyalty, according to the Concord Monitor. And Dartmouth-Hitchcock Medical Center, an academic medical center also located in New Hampshire, has hired a full-time social media coordinator to reach out to patients and their families.


These endeavors, while helpful on a local level, are part of a larger movement from the federal Medicare program to use patient satisfaction surveys, including questions on the hospital's responsiveness to concerns, to determine hospital payments.


According to a guide recently released by the Agency for Healthcare Research and Quality (AHRQ), patient engagement, including the incorporation of the patient's perspective into the planning, delivery and evaluation of healthcare services, is essential to eliminate communication gaps. Furthermore, AHRQ instructs hospitals to form patient-family advisory councils. The idea behind this recommendation is that getting to know patients facilitates focusing on the aspects of the hospital experience that mean the most to the patients.

Instead of having to recruit patients and family members to advise on services and facilities at the institutions, through social media, hospitals can obtain input from patients and families more efficiently. "The avenues through which patient voices can be captured and heard are expanding in rapid and creative ways," said Jason Wolf, president of the Beryl Institute, a membership organization providing grants and resources to help hospitals improve patient satisfaction, to the WSJ.


But Roddy Young, Dartmouth-Hitchcock's vice president for communications and marketing, said not all social media interactions are positive, reported Concord Monitor. Patients sometimes change their opinions from one day to the next, and often use the platform to voice complaints.




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Healthcare Media: Review 2019

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''Media” has long been part of our moniker here at MM&M – it is, quite literally, the third M of a brand that started its life and remains, at its heart, Medical Marketing and Media – but 2019 marked the first year in quite some time that we attempted to cover it on more than a semi-regular basis.

 

Frankly, we picked a fortunate time to start, given the flood of transformative news during the year.

 

But don’t take our word for it. For the final Third M dispatch, before we change calendars, MM&M asked several of the smartest folks in and around health media to answer a few questions about the people and trends that stood out during 2019. Their responses did not disappoint.

 

Here’s hoping for a similarly scintillating 2020.

 

What was the most important, most welcome, weirdest, coolest or otherwise most interesting trend or event in health media during 2019, and why?

The physicians who embraced TikTok. There are about 20 doctors (as well as residents and medical students) who are using the popular video platform to share health information. What I find jarring is the juxtaposition of medical topics with the informal nature of the videos. However, I am far from the Gen-Z audience that makes up a significant portion of the TikTok demographic.

 

“The value of the platform for health education was highlighted by Dr. Rose Marie Leslie in September when she created a video on the dangers of vaping. It amassed millions of views and led to mainstream media attention from ABC News, among others. Clearly these physicians are doing something right because many of them have gained tens of thousands of followers on TikTok. We’ll be watching.” – Eileen O’Brien, managing director, social media, W2O

 

“Authenticity. From UX design to chatbots, the bar for creating an authentic experience for the consumer has been elevated this year. Authenticity in 2019 evolved beyond the selection of a credible spokesperson for messaging—it’s about infusing it into every brand attribute, using a variety of elements (e.g., voice and visuals) to create an inimitable and trustworthy consumer experience.” – Tabytha Gil, linguistic insights analyst, Ogilvy Health

 

“The rise of voice search, which essentially means two things. First, with respect to the voice search queries input via your mobile phone or tablet: There are a variety of different statistics out there, but most analysts estimate that approximately 30% to 55% of all U.S. search traffic is being driven by voice search at the moment. This means that both your SEO and SEM strategies need to evolve. This is especially so for health, as voice search is already prompting many more long-tail keywords. The specificity of these keywords is an important point to note, with patients more likely to speak complicated clinical search terms rather than trying to type them.

 

“Second, there is an entirely different type of voice search playing out across AI-powered smart speakers, like Amazon’s Echo or Show, or the Google Home and Nest Hub. In these scenarios, particularly when there is zero UI or no screen, how can a brand take advantage of voice-driven search queries? One can easily envision this working in an unbranded example, but the billion-dollar question is how can branded search results populate in a compliant manner? The entire voice search economy will be a fascinating one to watch in 2020, but make no mistake: Both Amazon and Google are hard at work figuring out a way to monetize this smart search inventory.” – Justin Chase, EVP, innovation, and media, Intouch Solutions

 

“The focus on awareness, education, and support around mental health, from organizational, partnership and consumer perspectives. Second, patient influencers and advocates are driving health actions, and brands started to notice. As for the coolest event in 2019, Healthline Media partnered with wellness advocate Nitika Chopra to create Chronicon, bringing together hundreds of influencers to the first daylong event devoted to people struggling with chronic health issues.” – Ingrid Eberly, VP corporate marketing, Healthline Media

 

Read More: https://www.mmm-online.com/home/channel/media-news/health-media-2019-the-year-in-review/


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Social media for doctors, residents, med students. Good or bad!?

In this episode, I discuss the benefits and downsides of social media presence for healthcare professionals. I provide some tips for those interested i

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Rescooped by Morgan Edward from Social Media and Healthcare
Scoop.it!

Healthcare Marketing Trends to Keep an Eye on in 2019

Healthcare Marketing Trends to Keep an Eye on in 2019 | Comprar Adderall en línea, Comprar Ambien En Línea, Comprar Desoxyn en línea | Scoop.it

There’s a lot of competition in the healthcare industry, which means you need to improve your marketing strategy this year if you want to keep up with your competitors. A clinic could have the most experienced medical staff possible and still not stay busy, all because no one has spread the word yet. That’s where healthcare marketing comes in. Here’s what to focus on as you work on your healthcare marketing plan for 2019.

Content Marketing

Content marketing has been a common practice for the last few years, and it definitely won’t be slowing down in 2019. In fact, it’s expected to make the biggest impact for most marketing departments this year. That applies to healthcare marketing, too. After all, when you have an audience that is interested in your products or services, you have readers who will visit your website to learn more about what you offer.

More specifically, a recent study found that 65 percent of Internet users claim they had checked online for health-related information within the past year. So if you own a clinic, consider writing articles that feature highly searched terms—like “what are the symptoms…” of various conditions. Make sure you fill those articles with good information and popular keywords so they show up on the search engine results pages. And don’t stick to just posting content on your own website. Look for websites you can post to as a guest, and then share all of your content on various social media networks for more visibility.

For more tips on content marketing, check out: 6 Key Insights to Make Your Content Marketing More Effective (from Research)

Voice Search

If you use any of the hot voice-controlled gadgets—like Amazon Alexa, Google Home, or Apple Siri—you’re already familiar with voice search. And that’s helpful, because you’ll be seeing it more in healthcare marketing in 2019. Now that people have discovered that they can search for items without even typing, they’re not going to go back to just using Google on their phone or computer.

Keep in mind that voice search tends to be more conversational and natural in tone. Also note that it’s been predicted that voice search will make up 50 percent of all search by 2020, so this is definitely a growing opportunity you don’t want to miss when it comes to healthcare marketing.

Take a look at more info on voice search for marketing and SEO here: Voice & Visual Search Is Changing How We Approach SEO

Big Data

Big data is, well, big these days. And it definitely has its place in healthcare marketing. Luckily, big data is pretty easy to collect, as you can pull important information from the applications, websites, customer surveys, and social media networks your audience uses. You can then use these stats to figure out how to better reach the members of that audience.

When you track the right analytics, you have a chance to increase customer engagement, retention, and overall marketing performance. So start paying attention to the numbers as you come up with your healthcare marketing strategy for 2019.

AI & Machine Learning

In 2018, 84 percent of marketers were using AI and machine learning, and that trend will continue this year. That’s because now that AI and machines can do so much, it makes sense to rely on them more than ever to improve the customer experience and increase your productivity.

Some examples of using AI and machine learning in the healthcare marketing include the use of chatbots, more personalized marketing, and predictive analysis for better content creation. A few AI tools that marketers already use include Alexa, Salesforce Einstein, AgileOne, and Adobe audience manager.

Chatbots

One type of AI tool in particular that healthcare marketing tends to rely on is the chatbot. When you implement this technology on your website, you save your own staff time because you have a machine interacting with people by providing answers to common questions.

Not only do you benefit from chatbots, but customers do, too. They get instant answers to their questions without having to make an appointment or call during office hours. And as chatbots improve over time, people get increasingly personalized and specific information rather than top level advice.

Social Engagement

If you’re not interacting with customers on social media yet, this is the year to get started. That means getting on Facebook, Twitter, Instagram, and YouTube and making regular posts that your audience would be interested in. Share articles that relate to the healthcare field, and offer tips that your audience will appreciate.

In particular, make sure you’re sharing videos as part of your healthcare marketing strategy on social media. Whether you show behind the scenes in the office or have a few experts answering common questions about medical conditions, your audience will enjoy watching and sharing your videos—as long as they’re high quality.

As you create this year’s healthcare marketing strategy, make sure it includes most or all of these trends. And feel free to let me know if you’ve heard about any other healthcare marketing trends that will be big this year!

 

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