Hospital Websites for Patient Education
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Transcript of Hospital Websites for Patient Education
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07/20/14 HCOM512 Digital Strategies for Health Communication
Hospital Websites for Patient Education
Ludan Zhang
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Why this topic?✤ Patient education: important component of health
care
✤ the rise in chronic disease: Health Education, Disease Management, Lifestyle Promotion
✤ Learn more about care services, get prepared, save time
✤ Overwhelmed information, credibility and professional
✤ Patient-centered, user-friendly
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Massachusetts General Hospital ✤ Mass General, MGH
✤ Oldest, largest, reputation, budget
✤ #2 hospital (by U.S. News & World Report)
✤ teaching hospital of Harvard Medical School
✤ Partners HealthCare
✤ Educational Units
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Web Strategieshttp://www.massgeneral.org/ortho/patienteducation/#
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SWOT AnalysisStrengths Weaknesses
• Resources • A variety of social media platform• videos and downloadable brochures
• not very user-friendly• too many contents and classifications on home
page, hard to find the information• Different departments and programs have
different Twitter/ Facebook account, some without official identification
• Social Media include diverse information, without specific focus and not specifically patient-oriented
Opportunities Threats
• affiliated with Harvard Medical School• sufficient resources but overwhelmed
information
• Focus confusion (lifestyle, disease management, care services, research)
• Overwhelmed information, integration and tailoring
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Recommendations
✤ Link Twitter/Facebook to Home Page
✤ Gather the focus on social media, integrate the social media of different departments
✤ Highlight patient education/ health information, make them easy to find
✤ Simplify the information
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Mayo Clinic
✤ Rochester, Minnesota
✤ first and largest integrated non-profit medical group practice
✤ #3 hospital (by U.S. News & World Report)
✤ Tertiary care services
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Web Strategieshttp://www.mayoclinic.org/patient-care-and-health-information
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SWOT AnalysisStrengths Weaknesses
• Clearly classified, easy to find the information• Lifestyles, symptoms, tests, drugs• Newsletters• Plain words • Patient Online Services• iPad and iPhone APP• Education centers
• less detailed contents• What patients can really do• International services, but health information
materials are all in English only
Opportunities Threats
• Patient Online Services: See records and results, interpretation??
• Multi-lingual consumers
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Recommendations
✤ Multi-lingual materials
✤ Specific recommendations for patients: what they can do, what changes/benefits they will receive
✤ Interaction between doctors and patients
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United Family Healthcare✤ the first international standard joint-
venture hospital established in China
✤ 1997, private hospital, Beijing, Shanghai, Guangzhou
✤ doctor team from 20 different countries, bilingual
✤ General hospital, rehabilitation services, primary care , family medicine
✤ gained fame in obstetrics
✤ Training and workshop
✤ superior team, facilities, services, price
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SWOT AnalysisStrengths Weaknesses
• Lively main page• Information are easily found and clearly
classified (health information, care services)• Focus on health lifestyle promotion• Good use of social media, grassroots• Active interaction between doctors and
consumers• both in Chinese and Mandarin• combination of online and offline activities
• limited followers• patient/ consumer feedback mechanism
Opportunities Threats
• Expanded from gynecology and obstetrics to all departments
• Promote doctors as stars• Celebrity charm
• Public hospitals domain in China (people perception, education and recruitment system)
• High cost, low insurance reimbursement rate
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Recommendations✤ Brand redefine: accessible and approachable
✤ Celebrity charm
✤ “every doctor is a brand” (grassroots media)
✤ family medicine, primary care, community-based
✤ cooperation with local media, communities, schools…
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Questions?
Thank You!