Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Integrating Social & Digital Media Into Physician Relations

Dan Dunlop, PrincipalJennings

AAPL 2014

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings 2

The Physicians’ Perspective (The Physician

Foundation)

• 78% of physicians said medicine is either “no

longer rewarding” or “less rewarding”

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings 3

YET IT REMAINS OUR CHALLENGE

TO ENGAGE THEM.

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

PHYSICIAN SATISFACTION REPORT

4

“Intellectual stimulation” and “professional/collegial relationships” were

rated as things physicians find satisfying about practicing medicine.

Evidenced by the rise and popularity of physician-only online networks:

Sermo, Doximity, Medscape, etc.

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Physician Adoption of Digital Communication & Social Media

(A Gradual Process)

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Physician Adoption of Digital Communication & Social Media

• 2012 Research Study: JMIR. Survey was distributed via email to a random sample of 1695 practicing oncologists

• 57.5% perceived social media to be beneficial, engaging, and a good way to get current, high-quality information.

• 57.9% stated that social media enabled them to care for patients more effectively, and 60.0% stated it improved the quality of patient care they delivered.

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

JMIR Study 2012

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Physician Relations Programs Using Digital Platforms & Tools

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

RESEARCH FOR COOPER UNIVERSITY HOSPITAL ASSIGNMENT & WRITING AN INDUSTRY ARTICLE

• Create an integrated marketing plan targeting referring physicians (employed and community-based)

• Review of best practices• Crowd sourced healthcare marketers using LinkedIn

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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

CROWD SOURCING A SOLUTION

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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

MEETING LYLE

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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings 13

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

LEADING TRENDS & BEST PRACTICES

Best Practices: MD Anderson, University of Michigan Health System, Rush University Medical Center, Mayo Clinic, UW Health, etc.– Comprehensive online resources

– Referring physician web portal

– Extensive use of video to “introduce” physicians

– Experimentation with social media and physician blogs

– Continuing reliance on thoughtfully produced newsletters

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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings 15

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Daily eNewspaper via Paper.li

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

COOPER UNIVERSITY HOSPITAL REFERRING PHYSICIAN MARKETING

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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

NEED FOR AN ENHANCED PHYSICIAN MARKETING EFFORT

• Losing patients to lesser programs in NJ and to Philadelphia AMCs

• Control leakage from Cooper physicians

• Need to build stature of Cooper physicians and leading programs

• Build awareness of Cooper’s depth and expertise in specific services

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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings 21

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

SOUTH JERSEY MEDICAL REPORTEDITORIAL CONTENT PLAN

• Clinical Care Updates• Colleague Corner• New Medical Staff

Profiles• Resources• Upcoming CME’s• Clinical Trials

• Advances in Medicine & Technology

• Blog Post Excerpts• Cooper News• Updates on Cooper

Medical School

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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings 23

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

INTEGRATED DEPARTMENTAL WEB CONTENT

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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

South Jersey Medical Report

Publication

SJMRWebsite

Physician Videos & Podcasts

Social Media

Physician Visits

Media Relations

Web Content

SJMRRadio

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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

FIRST YEAR RESULTSResearch Findings• Non-Cooper PCP’s willing to refer for Cancer Care

o46% pre-campaigno77% end of year one

• Non-Cooper PCP’s willing to refer for Heart Care o59% pre-campaigno77% end of year one

• Non-Cooper PCP’s willing to refer for Neurosciences o47% pre-campaigno75% end of year one

• Non-Cooper PCP’s willing to refer for Orthopedics o74% pre-campaigno69% end of year one

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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Tufts Medical Center

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Replace this with Video

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Signature Physician Campaign

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Your New Cardiologist?

http://youtu.be/0fi5VhuafyE

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

http://youtu.be/Hb9n5-iH-g8

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Video Content Leveraged

• Numerous platforms:– Microsite– YouTube– Facebook– Google+– Vimeo

• Cross promotion on Pinterest and Twitter.

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

The Digital Future

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Question #1

• How can the reach of physician liaisons be expanded, allowing them to more effectively form connections between faculty/medical staff and referring physicians?

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Questions 2 & 3

• How can physician relations programs stay ahead of the curve, anticipating the wider adoption of digital communications by physicians?

• How can physician relations teams use digital technologies to more readily support specific programs targeted for clinical growth?

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Physician Relations & Content Aggregation• Traditionally, this is what we’ve done.• Today, how can we do this more efficiently?• Aggregating content for digital distribution is

simply the evolution of that function. • In the digital future, the physician relations

team needs to become an aggregator and distributor of assets that are of value to referring physicians, by way of digital platforms.

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Content Aggregation• Physician relations site/blog/microsite as the

portal to information valued by community physicians.

• The physician relations team, or one designated member of the team, would be responsible for reaching out across the organization and establishing processes for receiving regular news and information updates from various departments and faculty.

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

The Digital Physician Relations SpecialistTwo potential paths:1. Digital Communication becomes part of the

job function of each physician relations specialists/liaison.

2. The Physician Relations Department designates a digital content specialist who aggregates, disseminates and distributes digital content via social channels.

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Option 1 • Liaisons would take part in daily physician engagement

activities using Twitter. • Scheduling tweets, responding to direct messages from

physicians and office staff, acknowledging retweets, and retweeting news and information shared by medical staff/faculty.

• Familiarizing & training practice managers and community physicians on info available through digital platforms.

• Training practices on the use of digital platforms.• Distribute collateral for practices that promotes social

channels/resources for referring physicians.

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Option 2• Physician Liaisons must still learn more about

digital communications and social media, but aren’t daily practitioners.

• Liaisons spend time training and education referring physicians and practice staff on ways to access expertise and resources via digital platforms.

• One Digital Content Specialists handles the daily content aggregation, distribution and dissemination via social media.

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Staying ahead of the digital physician trend

• Is there risk in moving the physician relations program down this digital continuum?

• Not as long as you recognize this is part of an integrated program

• Don’t throw the baby out with the bath water.• These digital platforms are not intended to

replace person-to-person contact.

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Dan Dunlop, PrincipalJennings

Email: ddunlop@jenningsco.comTwitter: @dandunlopLinkedin: www.linkedin.com/in/dandunlop/Blog: www.TheHealthcareMarketer.Wordpress.com

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