Social Media for Healthcare Leaders

Matt Hawkins, MDAssistant Professor – Emory University SOM

Eastern Virginia Medical SchoolInternal Medicine Grand Rounds – 2015.09.23

• Why should physician leaders have an online social presence?

• What are the patterns of information flow on social networks?

• How can your practice implement a social media program?

• Why should physician leaders have an online social presence?

• What are the patterns of information flow on social networks?

• How can your practice implement a social media program?

Patients will Google You

Patients will Google You

Curating Content

Curating Content

85%of US adults use the

internet

Curating Content

72%of US adults use the internet for health

information

Curating Content

24%of US adults post

about their health

Curating Content

27%of US adults post REVIEWS about

medical experiences

Our patients have already formed an opinion about us

before we meet them.

Social Media is also a

Resource

PATIENTS

PATIENT ADVOCACY GROUPS

HEALTH-POLICY EXPERTS

A Sample of Healthcare Groups

• #BCSM (breast-cancer social media)

• #LCSM (lung-cancer social media)

• #HCLDR (healthcare leaders)

• #HITsm (health IT social media)

• #MedEd (medical education)

• #BTSM (brain tumor social media)

http://www.symplur.com/healthcare-hashtags/ontology/radiology/

CLINICAL Scientific Disciplines#OncoRad Oncologic radiology #MolRad Molecular imaging

#IRad Vascular interventional Radiology #RadPhys Radiology physics

#IROnc Interventional Oncology #RadHSR Radiology Health Services Research

#PedsRad Pediatric Radiology #RadLeaders Radiology leadership

#HNRad Head/Neck Radiology #FOAMRad Free-open access radiology education

#NeuroRad Neuro Radiology #RadRes Issues pertinent to trainees and education

#NucMed Nuclear Medicine #GlobalRad Global Radiology

#MSKRad Musculoskeletal Radiology #RadSafety Radiation safety

#AbdRad Abdominal Radiology #RadQI Radiology quality improvement

#CVRad Cardiovascular imaging #HITRad Radiology informatics#ChestRad Chest Radiology #TeleRad Teleradiology

#MRI MRI #POCUS Research related to point-of-care US

#CTRad Computed Tomography #radiology Generic reference to radiology

#USRad Ultrasound #RadCME CME offerings in radiology

#Mammo Mammography #RadEcon Radiology economics#OBRad Obstetrics Radiology #RadPolicy Radiology health policy#EMRad Emergency Radiology #MSKUS MSK Ultrasound

Physicians on Twitter

• Currently tracking 889 US Radiologists on Twitter• 167k tweets in 2014 (~500/day)• Average doc tweets 1.06x/Day

Physicians on Twitter

• 947 Emergency Medicine Physicians• 1342 Pediatricians

Courtesy of Greg Matthews (MDigitalLife)

Why should physician leaders have an online

social presence?

•Be discoverable•Control your personal brand•Help your patients•Build your information

network

• Why should physician leaders have an online social presence?

• What are the patterns of information flow on social networks?

• How can your practice implement a social media program?

90:9:1rule

“Less than 1% of Twitter adoptions occur beyond more than one degree from the seed.”

“Zero adoptions have 90% adoption beyond one degree.”

“Vast majority of adoptions do not result from multi-step diffusion.”

“The most popular online products and ideas grow through person-to-person communication.”

“Only after tracing the propagation of over 1 billion pieces of content can we collect enough examples of large, viral cascades

to observe their subtle properties.”

“User generated content exhibits a stronger impact than marketer-generated content on consumer purchase behavior.”

• Why should physician leaders have an online social presence?

• What are the patterns of information flow on social networks?

• How can your practice implement a social media program?

Implementation Strategy

Department Blog• Purpose

The CCHMC Radiology department’s social media presence will serve as a medium for information dissemination

regarding pediatric radiology to all members of the public, increase the department’s worldwide exposure, and establish our status as the world’s leader in quality, safety, informatics,

academics, and patient care in pediatric radiology.

Implementation Strategy

Department Blog• Purpose

The CCHMC Radiology department’s social media presence will serve as a medium for information dissemination

regarding pediatric radiology to all members of the public, increase the department’s worldwide exposure, and establish our status as the world’s leader in quality, safety, informatics,

academics, and patient care in pediatric radiology.

Implementation Strategy

Department Blog• Purpose

The CCHMC Radiology department’s social media presence will serve as a medium for information dissemination

regarding pediatric radiology to all members of the public, increase the department’s worldwide exposure, and establish our status as the world’s leader in quality, safety, informatics,

academics, and patient care in pediatric radiology.

Implementation Strategy

Department Blog• Purpose

The CCHMC Radiology department’s social media presence will serve as a medium for information dissemination

regarding pediatric radiology to all members of the public, increase the department’s worldwide exposure, and establish our status as the world’s leader in quality, safety, informatics,

academics, and patient care in pediatric radiology.

Implementation Strategy

Department Blog• Content Committee• Governance Committee• Structure

Implementation StrategyDepartment Blog• Content Committee• Governance Committee• Structure

Implementation Strategy

Department Blog• Content Committee• Governance Committee• Structure• How do we do it? (1 per week)

• Research (1 per week)

• What makes us different?/Why do we do that? (1 per week)

• Meet the team (1 per 2 weeks)

• Patient stories (1 per 2 weeks)

Implementation Strategy

Department Blog• Content Committee• Governance Committee• Structure

Implementation StrategyDepartment Blog• Content Committee• Governance Committee• Structure• Length of text posts• Length of videos• Interview format

Challenges to Implementation

Local politics

Challenges to Implementation

Local politics

Blog design Marketing

Enterprise message

Hospital social media presence

Implementation Summary• Goal = Sustainable and politically

appropriate social media presence

• Content • Consider a content committee

• Governance committee• Daily social media management• Manage relationships with local marketing

team

What about the MONEY?

Case Study: MGH Mammography

Nov Dec Jan Feb

Start date: Nov 20

End date: Feb 28

Case Study: MGH

Case Study: MGH• >2.3M impressions from

Google and FB• Geotargeting women >37

• 6.2K visitors to scheduling page• ~77% of total traffic

Case Study: MGH• 50 phone calls to request a

mammogram

• 525 new Facebook fans

Case Study: MGH• Of the ~8K visitors to scheduling page – 80% paid traffic» 81% from Facebook» 19% from Google

– 20% unpaid traffic» 73% from Google» 7% direct

Case Study: MGH• Of the ~8K visitors to scheduling page – 54% of all traffic on a mobile device » 30% on phone» 24% on tablet

– 62% of paid traffic from a mobile device» 34% on phone» 28% on tablet

– 30% of unpaid traffic from a mobile device» 14% on phone» 16% on tablet

Case Study: MGH

8000 visitors335

scheduling submissions

300 exams

4% conversion

Case Study: MGH• Facebook outperformed Google for traffic– Greater reach– Increased Facebook fan base (primarily mobile

users)

• Google outperformed Facebook for conversions– 9% conversion rate during Google-only month (Dec)– 2 – 5% conversion rate during Facebook-dominant

months (Jan and Feb)

• Why should physician leaders have an online social presence?

• What are the patterns of information flow on social networks?

• How can your practice implement a social media program?

Since then:

• ACEP US group has issued a statement that POCUS is not an extension of the physical exam

Since then:

thank you

Matt Hawkins, MD@MattHawkinsMD

matt.hawkins@emory.edu