Katie Duke MSN ACNPBC Acute Care Nurse Practitioner Department of Cardiology Mount Sinai Heart To create awareness of the valuable resource and platform that social media offers the healthcare industry while ID: 781764
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Slide1
Social Media
The Language of Healthcare Communication
Katie Duke, MSN ACNP-BC
Acute Care Nurse Practitioner
Department of Cardiology
Mount Sinai Heart
Slide2To create awareness of the valuable resource and platform that social media offers
the healthcare industry while outlining guidelines for proper use by Healthcare Providers.
Purpose
Slide3- Attendees will be able to explain the foundational aspects of social media, its reach, and value as a resource to the public and to branding within a healthcare
system- Attendees will be able to explain the basic
guidelines
of Social Media
- Attendees will be able to explain how social media plays an important role in the sharing of health related information
- Attendees will be able to explain how healthcare providers can serve as a valuable resource on social media
Objectives
Slide4Social Media: Foundations
- Media- video, blog, photo, live stream- Content- leadership, information, comedy- Share- tell your friends to tell their friends
- People- target audience, demographic
- Community- supportive environment
- Networking- benefit your cause
Foundations
Slide5Content leads to conversation, conversation builds relationships, and relationships result in ROI (return on investment)
- in healthcare, an ROI can be the referral of a new patient, positive publicity of a brand, or collaborations with local media and community presence
Social Media offers a hub to obtain and share information and experiences
You can be an observer, or you can be an active participant
Social media has benefits to offer all
Foundations
Slide6Reach
1,5
Slide7Pinterest
- goals, wish listsFacebook- largest community, debates and dialogue and conversation driven content which is marketed to those with like minded interested and inquiries.
Twitter- short, sweet, to the point. Great for rapid fire sharing from conferences and conventions, current events, live sessions, connected with
hashtags
Instagram
- Visually driven platform, sharing the visual experience, connected with hashtagsThe Human experience is what makes social media a benefit to healthcare
Reach
Slide8Reach
1, 4
Slide9Reach
Slide10Reach
2 ,3
Slide11Risks and Rules
- opens the door for negative comments- SERVICE RECOVERY- can expose organizations to privacy or ethics related issues- staff may share inappropriate information or negative/confidential organization information
- Have social media policy in place and educate staff, be proactive
- Do not use scare tactics
Be positive, Elevator test
Don’t post something you will regret later down the lineRemember that not everyone speaks “hospital”
Rules: Social Media Guidelines
Slide12#
MeanTweets Copyright- The Jimmy Kimmel Show
#
WhatNotToDo
Slide13Benefits
- Marketing
- Recruitment
- Brand Management
- Customer relations and reputation management
- Consumer and patient education- Community presence and collaboration- Wellness promotion
Slide14In the U.S., the proportion of adults using social media has increased from 8% to 72% since
2005
B
enefits
4, 7, 8, 9
Slide15More than 40% of consumers say that information found via social media affects the way they deal with their health
Why this matters:
Health care professionals have an obligation to create educational content to be shared across social media that will help accurately inform consumers about health related issues and out shine misleading information. The opinions of others on social media are often trusted but aren’t always accurate sources of insights, especially when it comes to a subject as sensitive as
health
The Role in Healthcare
9, 10
Slide1647%
of smartphone users have at least one health app on their phone. Exercise, diet, and weight apps are the most popular
types
Why
this matters:
This data emphasizes the need for health care organizations and providers to look into
establishing a presence on social media or launching an app for their patient and provider community
Healthcare facilities should
have a strong mobile focus across their marketing no matter their
size
The Role in Healthcare
2, 3, 6, 9
Slide1741% of people said social media would affect their choice of a specific doctor, hospital, or medical
facilityWhy
this matters:
This statistic shows that social media can be a vehicle to help scale both positive and negative word of mouth, which makes it an important channel for
a provider
or organization to focus on in order to attract and retain patients
Consumers
are using social media to discuss everything in their lives including health and it is up to
us to tune in
The Role in Healthcare
2, 3
Slide1830% of adults are likely to share information about their health on social media sites with other patients, 47% with
providers, 43% with hospitals, 38% with a health insurance company and 32% with a drug
company
Why this matters:
Social media is slowly helping improve the way people feel about transparency and authenticity,
which is leading the way to more productive discussions and innovations regarding an individual’s
health and outcomes
The Role in Healthcare
6, 7, 8, 9, 10
Slide19In 2015, The
Mayo Clinic’s podcast subscribers rose by 76,000 after the clinic started using social
media
Why this matters:
This is a clear
example of how to successfully bolster the reach of your organization’s messaging by echoing it appropriately on social media
Mayo
Clinic already had a regular podcast that they helped grow by effectively using social media to share content and chat with their audience.
Establishing casual yet dependable rapport outside the hospital with their demographic
The Role in Healthcare
3, 4, 7, 8
Slide2040% of people polled said information found on social media affects how someone coped with a chronic condition, their view of diet and exercise and their selection of a
physician
Why this matters:
The opinion and viewpoints of the people in our social circles online are continuously influencing our decision making even it when it comes to our opinion on healthcare
options
Health care professionals/organizations
should take note of this fact by using social media in an impactful way to ensure they become a part of the process of forming an opinion of a person’s health care
options
The Role in Healthcare
3, 4, 9
Slide21YouTube traffic to hospital sites has increased 119% year-over-
yearWhy this matters:
Video marketing converts to traffic and leads much more easily than other forms of content because it more effectively
displays a viewpoint,
shares a human element and is able to highlight the value of
a facility quicklyLook to create video content based around interviews, patient
stories, and services
The Role in Healthcare
8, 9, 10
Slide22- What is your platform?
- What will you, your nurses offer to followers?- How can you craft your content to expand your brand and reputation
Healthcare Providers on Social media
Slide23You can find me @thekatieduke
Thank You!!!
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