This document discusses the increasing use of social media and the internet in the healthcare industry. It provides examples of hospitals and medical professionals using platforms like Twitter, YouTube, blogs and online communities to engage with patients, share health information and medical experiences. The statistics show growing online searches for health information by patients and rising internet and smartphone usage among doctors. Social media is helping improve communication during medical emergencies or crises and enable new forms of medical training and collaboration.

2. Healthcare Marketing Mix
 Time for a rethink?
 39% of Indians use the Internet to search for health
info (Max Bupa Study Dec 2011)

3. Primary Uses
 Info about medicines (68%)
 Self Diagnosis (46%)
 Seeking other patients’ experiences (39%)

4. Usage Varies
 Age…drops sharply over 35
 Income and Education…..Higher levels associated with
higher levels of online searching


5.  Five Applications in Healthcare Industry

6. Tweet Live Procedure : Inside the OT
Henry Ford Hospital,M

7. Henry Ford Hospital,MI
•Feb 2011: First Live
Tweeting from an OT
•Short Updates on Kidney
Surgery
•Excitement/Public
Awareness

8. First Live Tweetcast of Beating Openheart surgery
 Feb 21,2012
 Memorial Hermann Northwest Hospital, Houston,TX
Dr. Paresh Patel
Dr. Michael Macris

9. @Houstonhospital
 Tweets, Photos and Videos
 2 Hour Operation: Storify Story

10. #Mopenheart
http://www.youtube.com/watch?feature=pl
ayer_embedded&v=9QiQvxDjV5w

11. #MOpenHeart
 http://www.youtube.com/watch?feature=player_embe
dded&v=lDKwJZYNbxs

12. Social Media at Mayo Clinic
 Lee Aasae appointed member of PR team 2000
 Manager 2004
 First Podcast Launched 2005

13. podcasts.mayoclinic.org
 Feb 2012: 22 Posts
 Archives upto April 2008
 Social Sharing

14. Mayo Clinic Blogs
 Newsblog.mayoclinic.org
 Medical and Scientific news and stories about Mayo

15. Mayo Clinic Blogs
 Sharing.mayoclinic.org
 Stories from patients, family, friends, and staff

16. Heartmoving stories…
Valentine’s Day Engagement
Amanda & Charles

17. The Mayo Piano “Rockstars”
 http://www.youtube.com/watch?v=RI-l0tK8Ok0
 Improptu piano duet….2008
 Shot and uploaded on Youtube
 Embedded on sharing.mayoclinic.org

18. And the viewership takes off
 8,012,937 Times viewed till 04/03

19. Great Engagement
 Ratings ….11,518 (Likes: 11,442)
 Comments….2,174
 Favourites……14,221

20. Significant Discovery Events
Date Event Views
I 10/04/2008 First embedded on 58,739
www.facebook.com
H 19/02/2008 First referral from 39,956
www.facebook.com
G 07/04/2009 First Embedded on 1,010,965
sharing.Mayoclinic.com

21. Significant Discovery Dates
Date Event Views
E 05/03/2009 First embedded on 4,290,219
www.fark.com
C 14/05/2009 First embedded on 51,413
videos.komando.com
B 02/09/2009 First view from a mobile 228,652
device

22. The Audience…Who are they?
 Most Popular with
Gender Age
Female 45-54
Female 55-64
Male 45-54

23. The Audience…where are they?

24. The Cowans……………Rockstars in their 90s
 Feautured in leading newspapers
 Flown to NY to be featured in “Good Morning
America”
 “Concert for the Ages” : Final Show-Oct 2011
 http://www.youtube.com/watch?v=ASzm0hI7rkM&fe
ature=player_embedded

25. physicianupdate.mayoclinic.org
 News for Medical Professionals from Mayo Clinic
 Patient Care Innovations
 New Treatment
 Latest Research

26. Advancingthescience.mayo.edu
 Mayo Clinic Medical Science Blog
 Diverse community interested in research at Mayo
 Impact on healthcare worldwide

27. educationdiversity.mayo.edu
 Written by students
 Perspectives on life as a student
 Opportunities available through the Mayo Clinic

28. Social Media for Training Medical Personnel
 Aasae : Training presentations for AHA
 Partcipants contribute to discussion using Twitter
 # AHAChat

29. Reach Media
 Mainstream Media/Industry Journals
 Increasing use of Social Media
 Share success stories

30. Communicate in time of crisis
 Flood
 Earthquake
 Terrorist attack
 Fire
 Reak Time Updates

31. Scott and White Healthcare
The First Tweet
Fort Hood shooting
The Next Update

32. Continous stream of updates from S & W
 Emergency Room Access
 Hospital Operation Status
 Retweets from Redcross
 Dialog with Reporters
 Blogs/Youtube

33. The Results
 Followers increased by 78% on three days
 S & W Healthcare: “Trending Topic”
 YouTube Channel 79 th most watched

34. Accurate Information to patients
 Symptoms
 Diseases
 Treatment
 Medication

35.  230,000 + Members
 3 Million + posts
 Groups : Health Topics
 Privacy Settings

36.  50+ Partner Organizations:
 Head & Neck Cancer Alliance
 Arthiritis Foundation
 Asthma & Allergy Foundation

37.  Find Patients like You
 Explore Treatment Reports
 Learn about Symptoms
 Review Research
 Check for Conditions
 Patient Testimonials

38.  www.connected-health.org
 Healthcare providers and policymakers
 Discuss controversial topics
 Share best practices, new ideas,upcoming events and
research

39. The Changing Physicians…
 Internet more essential part of professional practice
 Smartphones
 Research increasingly online

40.  “Connect and Collaborate with the Largest Online
Network. Exclusive to Physicians”
 110,000+ MDs participating

41.  Discuss
 Stay Informed
 Curbside
 Earn Honoraria

42.  Own Youtube Channel
 Maxchvideos
 128 Videos
 68,000+ Views

43. US Hospital Social Networks(ebennett.org )
• 1229 Hospitals
• 575 Youtube Channels
• 1068 FB pages
• 814 Twitter Accounts
• 566 Linkedin Accounts
• 946 Foursquare
• 149 Blogs

44. Increasing Usage

45. Howard Luks,MD
 www.howardluksmd.com
 Chief of Sports Medicine and Arthoscopy
 Digital Strategist, Chief Medical Officer
 @hjluks : 5,762 Followers
 46 Videos, 17,000+ Views

46. Howard Luks,MD
 Blogs
 Orthopedic Social Media
 Sports Medicine
 Orthopedic Minute Video Blog
 Tactical Social Media Guide

47. Howard Luks,MD
 Testimonials
 Education
 Videos

48. Medicine and Web 2.0
 The First University Credit Course
 www.med20course.com
 University of Debrecan
 Launched in 2008
 Dr. Bertalan Mesko

49. 10 Week Course
 Week 2 : Medical Blogosphere
 Week 4: Medical Wikis
 Week 6: Virtual Reality in Medicine
 Week 9 : Medical Search Engines