Social Media for Healthcare Leaders

Matt Hawkins, MDAssistant Professor – Emory University SOM

Minnesota Radiological Society, 2014

I have no financial disclosures.

• 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)

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 Strategy

Department 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 Strategy

Department 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• Sustainable and politically

appropriate social media presence

• Content • Consider a content committee

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

team

• 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