04/13/2023 HiMSS 2012

Tactics for establishing a strong ‘digital footprint’

Gregg A. Masters, MPHaka @2healthguru

• 25+ years in hospital, health plan, medical group and physician network management

• Partner in digital media agency specializing in healthcare, entertainment and action sports

• Tweet via handle of @2healthguru, to 5,828 ‘friends’, a ‘super user’ if you will, with over 30k tweets, since in August 2008

• Publish ACOwatch.com, JustOncology.com. HeathGeek.tv, and IllustratorsJournal.com

• Host 3 Internet radio shows: This Week in Accountable Care, & This Week in Oncology, and his Week in Digital Media.

About my lens

Klout score

You may not be a celebrity, but within your area of expertise your opinion is second to none. Your content is likely focused around a specific topic or industry with a focused, highly-engaged audience.

• Healthcare and medicine are some of the most underserved communities in social media.

• This session will equip clinicians and health IT professionals with practical tactics, best practices and real-world examples of how to establish a strong digital footprint in a relatively short period of time using social media.

Session description & scope

A ’digital footprint’ is a collection of activities and behaviors recorded when an entity (such as a person) interacts in a digital environment…. The digital footprint allows interested parties to access this data, possibly for data mining, or profiling purposes. – Wikipedia

Digital what?

‘the times they are a changin’‘Establishing a digital presence is rapidly becoming a necessity for healthcare professionals, medical practices, and institutions. Many have recognized this fact, yet many more have not.’

- Howard J Luks, MD aka @hjluks

Bottom line: There’s no one “right” way to build your footprint, and a lot of your choices will depend on where you want to go professionally. If you’re looking to recruit patients as a cardiologist, for example, your approach may be very different than that of a budding physician executive. My strongest advice is to find a role model who’s doing what you want to do–don’t be afraid to take a page from his or her playbook. Finally, always remember that what you do and what you post is a reflection of you. Be smart. aka @doctor_V

Meet Dr Just

36 year practitioner of medical oncology/hematology

At ‘legacy time’ in career [what’s next?]

Recently stepped down as CEO of large community oncology group practice

Passions include: reading, writing, research & sharing his wisdom

Where to start?

Only ‘digital presence’ was brochure-ware website, no engagement, only static data

Needed to brand Dr Just

Chose ‘JustOncology’

Retained/used email moniker ‘chemosabe1’ for Twitter @chemosabe1

Foundation of one physician’s footprint & branding strategy:

Blog: JustOncology.com

Twitter: @chemosabe1

Internet radio show: TWiO

Digital magazine

Weekly Internet radio show on BlogTalk Radio Network

Translating cancer research and trends in best practices into common parlance

Most recent episode Howard (Jack) West, MD aka @JackWestMD, GRACE

This Week in Oncology ‘TWiO’

• January 10th, 2012 edition of Oncology Times

• 7th in a series profiling oncologists participating in social media

‘SERP’ (organic)

Google query:Richard Just MD(141 million records)

- HealthGrades- 2 Twitter accounts- 1 ‘error return’- Vitals- Oncology Times

Best practices? It depends!

A ‘thin gene pool’

Best global resource

Mayo Clinic Center for Social Media

http://socialmedia.mayoclinic.org/

04/13/2023 HiMSS 2012

Start with Twitter

• Follow @hjluks, @doctor_v, @edbennett, @epatientDave, @leeaase, @philbaumann, @mayoclinic, many others!

• Show up for ‘Tweetchats’, i.e., #HITsm, HCSM • Listen, learn, contribute…• Familiarize yourself with platforms and tools,

e.g., WordPress, BlogTalk Radio, YouTube, Facebook, uStream, and TweetDeck, Hootsuite, Flipboard, G+, Pinterest, Tumblr

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Then protect your brand Claim your ‘social media profile’ (both for branding & reputation management)YouTubeFacebookBlogTalk RadioWordPress/Blogger/TumblrDirectories (Manta, Superpages, Ratings (Vitals, HealthGrades, Yelp, etc.)

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Q & A

Gregg Masters, 760.458.1186gregg@xanatemedia.com@2healthguru