1.Social Media inHealthcareA Reasoned ApproachJohn SharpCleveland Clinic

2. Manager, Research Informatics, Cleveland ClinicCleveland, Ohio, USAJOHN SHARP 3. Cleveland Clinic 1300 bed main hospital 9 Regional Hospitals 54,000 admissions, 2 million visits Group practice of 2700 salaried physicians and scientists 3000+ research projects Innovative Medical School 30 spin off companies Office of PatientExperience 4. Continuing Medical Education Cleveland Clinic Leadership Academy Affiliate Program InnovationsOpportunities for Collaboration 5. The Question Is Social Media in HealthcareHelpful or Harmful? 6. My Approach With proper controls in place,Social Media can have many benefits in healthcare 7. Changing Medicine 8. Why do hospital fear and blocksocial media? Revealing confidential patient information Posting unauthorized photos or videos of patients Looking unprofessional Making negative comments about patients or the hospital Giving unauthorized medical advice Negative comments by patients Employees waste time, distracted 9. But the Advantagesoutweigh the Risks Ease of use of Web 2.0 technology Low barrier to entry Improved communication another tool for communicationespecially around common themes Engagement particularly for patients. Encouragesinteraction, no longer one-way communication People can find other coping with similar conditions Participatory Healthcare 10. How to Proceed CASE STUDY: CLEVELAND CLINIC TAKES A STEPLADDERAPPROACH TO ACHIEVE SOCIAL MEDIA SUCCESS Start Small And Engage The Enterprise To Overcome ARegulated Environment Forrester Research white paper 11. Brief History 2007 2008 Several individual bloggers also using Twitter, no onerepresenting the hospital in social media No policy Little awareness among leadership or employees of how touse, its impact No one listening 12. Importance of Social Media to Listen People are already talking about your hospital on social media Are they saying good things or bad? Temperament analysis Many tools available to monitor, listenYou all are the best at CC.Thank you for your care!May 2011 heart valve recipient!Cleveland Clinic is the best place to have this treatmentOnce again, Cleveland Clinic is on the cutting edge of technology! 13. TransformationStep 1 Chief Marketing Officer brought together key stakeholders Developed a strategy where to start, what to do Facebook and Twitter accounts started only a few posts perweek, most pointing to news about us and press releases Employee policy developed 14. Employee Social Media Policy Dont share patient information Only specified employees post information on official socialmedia accounts If you have a personal account, state that these are your ownopinions, not those of the hospital Dont let social media distract you from your work PatientsFirst 15. TransformationStep 2 Expand YouTube Channel post existing library ofvideos, produce more usingFlipcam. Interviews withpatients, physicians, researchers Focus on wellness messageson Facebook and Twitter Initiate and expand onlinechats Integrate messages withtraditional media 16. TransformationStep 3 Develop blogs Heart, Rheumatology, general with keyphysicians writing with guidance New programs MoveIt using social media and local sportsteam to encourage physical activity Routinely use links back to the hospital website Encourage posting by patients on Facebook Engaging patient communities 17. Engaging Patient Communities Rare disease ideal for this patients disconnectedgeographically, practical information often lacking Marfans Syndrome online community 18. Missteps Not having a social media expert on the team from the start Wanting to play catch up with other hospitals instead offocusing on our unique approach to social media for ourpatients Delay in allowing use of social media at work Blocking YouTube, streaming media Lack of education of employees about social mediaadvantages 19. Thecourse.Webicina.com 20. Digital Professionalism Dr. Bryan Vartabedian, Texas Childrens Hospital blogs at33charts.com Posted video orientation for physicians: 21. Legal Issues1. Privacy2. Content Ownership3. Intellectual property infringement4. Unauthorized activities5. Regulatory compliance6. Codes of professional responsibility7. Conflict of Interest 22. Conclusions Social media has great potential in healthcare Patient engagement with hospitals, providers Patient communities, ePatients Professional online communities Apps and tools to improve health There have been misuses Can be minimized through employee policies and education Need to listen to what people are saying about you on socialmedia Minimize the use of personal mobile devices in care settings 23. Contact me @JohnSharp Ehealth.johnwsharp.com Linkedin.com/in/johnsharp Slideshare.net/johnsharp______________________ ClevelandClinic.org @ClevelandClinic Facebook.com/ClevelandClinic youtube.com/clevelandclinic