A look at how Health 2.0 impacts physical therapist practice, marketing, and branding.. As presented at AAOMPT 2009, 10/17/2009, Washington DC

1. Eric Robertson, PT, DPT, OCS 2009 AAOMPT Annual Conference Washington, DC Physical Therapist 2.0 Considerations for an Evolving Marketplace

2. Does Anyone Have the Hog?

3. Twitter.com/EricRobertson Eric Robertson, PT, DPT, OCS Assistant Professor Texas State University, San Marcos, TX

5. Disclaimers I’m not an official geek. I don’t endorse any of the products or applications that I will show you. I appreciate interruptions and discussion!

6. Objectives Define the terms Health 2.0 and Medicine 2.0, and understand the role of the physical therapist in this changing healthcare realm. Understand the role of social media in physical therapist branding and marketing Develop a strategy to respond appropriately to a changing consumer marketplace using Web 2.0 and social media tools.

7. Questions We are hands on. How do we deliver care through a computer? What are the opportunities and limitations to delivering physical therapy services in the evolving world of Health 2.0?

8. Beyond payment policy reform, delivery is about to dramatically evolve. Healthcare is Changing

9. Something’s Happening…

10. Patient-Centered Healthcare Health 2.0 = (Me + MD)Us

11. Health 2.0 - Defined “The use of social software and light-weight tools to promote collaboration between patients, their caregivers, medical professionals, and other stakeholders in health" Source: Adapted from Jane Sarasohn-Kahn's "Wisdom of Patients" report, by Matthew Holt, Last updated June 6, 2008 http://health20.org/wiki/Main_Page

15. Users add value

16. Social networking aspect

18. Disruptive Innovations… “...it is often entirely rational for incumbent companies to ignore disruptive innovations, since they compare so badly with existing technologies or products, and the deceptively small market available for a disruptive innovation is often very small compared to the market for the established technology.” http://en.wikipedia.org/wiki/Disruptive_technology

19. Vic Gundotra, Google VP of Engineering at Google I/O, 2009

20. And we’re always moving forward…. 3.0

22. Web 2.0 is like making homemade soup and inviting your soup-loving friends over

25. What does the utilization of these tools look like? Health 2.0 Accelerator www.h2anetwork.org Health 2.0 use Examples

26. Use of Web 2.0 Tools in Healthcare Adapted from Wikipedia.com: http://en.wikipedia.org/wiki/Health_2.0

27. Gathering Information

29. 39% say the info changed the way they cope with a chronic condition or manage pain.

31. Caudate Nucleus on Wikipedia How sweet is this?!

32. Wikipedia and the NIH Wikipedia Academy – July, 2009 “The next time you read a health-related article on Wikipedia, it might have been improved through a new collaboration between the National Institutes of Health and the Wikimedia Foundation.”

35. Google Reader!

36. www.healthline.com/ www.healthline.com/

38. http://www.myhealthexperience.com/

39. Apomediation Intermediation Stands in between the consumer and information Disintermediation Remove the middle man entirely Apomediation (latin: separated, detached) Networked Collaborative “Authorities” Positioned to Guide users to information solutions Usually Web 2.0 solutions Consumer ratings on Amazon, Digg, Twitter

41. gling.com – Free meal planning via social networking. The dietician has been apomediated!

43. On-the-go communication

44. Crowdsourcing

46. Use Hash Tags

48. Located a developer for iPhone apps

49. Met friends

50. Found a community of individuals interested in Health 2.0

51. Found new physical therapist friends online

52. Participated in debates of various topics

53. Became a mentor to PT students

54. Discovered new restaurants and coffee shops

55. Posted reviews of businesses

57. Education

59. They are no longer the people our educational system was designed to teach

60. Have grown up in a digital age

62. Lack of knowledge

63. Lack of support

66. Web 2.0 CME/CPD This medium has largely remained unchanged Question: Is listening to a webinar of a recorded lecture Web 2.0? Many regulatory barriers here in the U.S. that do not exist in Europe Ripe for innovation

68. Example: Regis University

70. Can serve as a turn key wiki for PT educators

72. Evidence In Motion, Orthopaedic Residency

73. Royal College of Surgeons in Ireland, School of Physiotherapy

74. University of Hertfordshire, School of Health and Emergency ProfessionsStudent-generated content Instructor-generated Content

76. Links to Dynamic Web Content

77. Exposure for your institution

79. E-patients

82. see my Google calendar

83. choose a time and input their symptoms

84. my iphone would alert me

85. I would make a house call

86. they’d pay me via paypalThis concept evolved into Hello Health. I design elegantly smart products, processes, and services that meet the needs of patients, doctors, and the public health. I’ve been called the Doctor of the Future and one of the top 10 most creative people in health care.

87. Hello Health We’ve built Hello Health from the ground up to help you do what you do best— form relationships and practice real medicine. It’s practicing medicine using today’s technology and today’s communication – and getting paid for communicating with your patients whether it’s in your office or using email, IM, or video chats within hellohealth.com.

88. Smart Phones as Medical Devices 64% of U.S. physicians are using smart phones. Oct 9, 2009, WSJ “Stanford Hospital & Clinics, in Palo Alto, Calif., started a trial with Apple and Epic Systems Corp., a provider of health-care information systems, to test software that will let medical staff access patient charts on Apple's iPhone.” ImageVis3D Mobile for example

89. Smart Phones as Clinical Tools

91. Interoperability

92. Standards

93. HHS Certified

94. Certification Commission for Health Information Technology (CCHIT)

95. Stimulus $$?

97. Online Physical Activity Advice 3 month intervention for Dutch office workers Utilized a Physical Activity Monitor (PAM) No significant effect observed in physical activity after 8 months, however: “More attention should have been given to the quality and appropriateness of the tailored advice.” Sander M Slootmaker et al., “Feasibility and Effectiveness of Online Physical Activity Advice Based on a Personal Activity Monitor: Randomized Controlled Trial,” Journal of Medical Internet Research 11, no. 3 (7, 2009), http://www.jmir.org/2009/3/e27/HTML.

98. Virtual Fibromyalgia Gym Part of Project OneSelf, an effort to improve patient interaction/lifestyle for people with fibromyalgia http://www.slideshare.net/Smirne/learning-onlinea-tool-to-improveselfmanagement-in-patients-suffering-from-fibromyalgia 2 Components to System Assessment Patient Questionnaires, health ratings Feedback Customized exercise advice and monitoring Used Rheumatologists to form exercise guidelines An example of how Physical Therapists might interact with patients from a distance

99. Influence on Marketing and Brand

101. Changing Patient Behaviors

102. New Marketing Health 2.o Conventional

104. Google Local / Google Business You must list your business with Google Local Provides a local result for individuals searching Needs to be linked to your website Improves the SEO for your site Make sure information is current Pay careful attention to keyword listings You can even give specials for people who find you via Google Local

106. Social Media Strategy Determine your client preferences Be transparent and approachable, but not “too friendly” Learn to use each tool in depth… Example: Learn how to search make a Facebook fan page, learn how to use hash tags in Twitter or Digg an article Deliver value with every posting Physical therapy links, research reviews, links to podcasts

107. Social Media Strategy Accept that you can’t measure ROI But you can measure web activity Alerts for your content Google Analytics Social media is about building a brand, not selling something!

108. Brand Social Media Community Building Interactive Features

109. Posterous.com: A Simple Solution Establish a web presence in 1 quick step! Blog solution + more Post via email Post simultaneously to blogs and social media Post from anywhere Easy to set-up Customize your design http://www.openforum.com/idea-hub/topics/the-world/article/twelve-tips-and-tricks-to-get-the-most-out-of-posterous-guy-kawasaki

110. Thanks, but no thanks, WebMD!

111. Dangers of Social Media and Web Apps? Some fears reflect personal comfort, some reflect misinformation, others…just need to be accepted.

112. Managing Your Online Identity Have a Message Spread the Message Be Consistent !!!Who do you really want to see this pic? http://lifehacker.com/357460/manage-your-online-reputation

113. 5 Fool-Proof Ways to Stay Out of Trouble for Your Posts Get Permission Be Nice Manage the Permissions of Your Medium “Will I Offend Anyone?” Create Alerts for Your Stuff

114. A much Richer Healthcare experience…

115. The Patient is empowered

116. The providers must be Prepared…

117. Eric Robertson Tim Noteboom Russel Smith Rachael Lowe Upcoming: 2010 Annual APTA Conference Washington, DC PT Hacker Educational Focus Series Using Technology to Make You a Better PT