COnference presentation for midwives discussing social media and its implications for health care providers

1. Social Media for
Healthcare
Whitney Hoffman
Hoffman Digital Media

2. What We’ll Cover
✦ What’s this “Social Media” thing anyway?
✦ Why Should I Care About This for my
practice?
✦ What do I need to be careful about? HIPAA
and more
✦ Practice Implications
✦ What’s Coming Next

3. What You Will Learn
✦ Know the basics about the three top social
media sites, plus how to use them for your
practice
✦ Know the pros/cons of each and alternatives to
use to avoid HIPAA or other problems
✦ Have to tools to formulate a social media
strategy for you and your practice

4. Evolution of Midwives

6. Mixing Old and New Technology

7. Changing Marketplace
✦ Everyone can create their own channel of
communication- often inexpensively.
✦ Everyone can market their own ideas.
✦ The problem lies in building the right network
for that communication.

8. Questions to Ask
✦ Where are my patients and potential Patients?
✦ How do I differentiate myself from the
competition?
✦ What do I add to the process? How can I
express this to patients? To Physicians?

9. Reputation is Important.
Megaphones Don’t Work
You no longer control the entire message

10. The Web Controls
the Other Side

11. They’re Shouting Back
Everyone You Interact With Now
Has a Say

12. Pew Research
Internet &
American Life

14. 80-90% of
18-55 year olds are
searching for
Health Information
Online

16. Mobile
By 2020, they predict
that a mobile device
will be the primary
connection tool for most
people in the world.
It may not take that
long....

20. What is Social
Media?

22. Social Geek Timeline
2003
Myspace
launches
as Friendster
Clone; 2006 2008
2000 Facebook
1994 Internet Bubble (1)
LinkedIn Twitter surpasses
Geocities is born Bursts Launched Launches MySpace
1971
1997 2002 2004 9/06 2009
The First email is Facebook
AOL Instant Friendster Facebook Location aware
sent Messenger is launched Launches
launches opens to Foursquare and
College students Gowalla
3 M people only everyone
in 3 months 13 & older Launch
2007
iPhone
Launched
Dawn of Mobile Pocket Computing

25. Top Social Networks
✦ LinkedIn
✦ Twitter
✦ Facebook

29. Imagine all your friends got phones for
the first time...
Are you going to sit around all day waiting for a letter?
Or are you going to go out and get a phone?

30. The New Telephone
The New Coffee Shop/Water Cooler

31. Two Types of Social
Media Calls
✦ Incoming- Listening
✦ Outgoing- Conversations and Engagement

32. Step One

33. Using Tools to Listen
1. Google Alerts
2. Twitter search
3. Blog Search

34. iGoogle can be your Newspaper

35. Step Two:
Conversations

36. Channels are on 24 x 7

37. HIPAA and
Social Media

39. De-Identification ??

40. HIPAA Requires:
✦ Respecting patient privacy
especially when transmitting
electronic data- this would include
any type of social network
✦ Patients can be discussed but
without identifying information
✦ Is this possible in a world where
everything online is public and on
the record?

42. Questions to Keep In Mind
✦ Am I discussing health information in a public
forum? (online or real life?)
✦ Could anyone reasonably identify the
individual? (Keep in mind community, time
frame, network as well as name, etc.)
✦ Am I discussing this for personal or
professional reasons?
✦ Can I have this discussion in a more private
setting?

43. Questions
✦ Am I giving medical advice?
✦ Would I be happy if this were printed in the
newspaper or on a billboard?

44. Facebook

54. Great way to form an opt-in community
Great way to create a network of like-minded
people for group events/projects
Great way to selectively target potential
patients with meaningful messages
Evaluate your need and goals in advance

55. Important Factors
Public versus Private- private groups are not
indexed by Google, other things can be
Know your privacy settings
Public Pages versus Personal Profiles
HIPAA implications

56. Twitter

57. Twitter #10,233
Twitter #235,752,570

67. Private Group
Option-
Ning

69. LinkedIn-

70. LinkedIn- Your Resume and Recommendations Online

72. Expanding and Visualizing Your Network

73. LinkedIn
Goes
Social

75. A Word About
Blogging

77. A Few Tips
✦ Own your own Domain Name
✦ Allows combining audio, video, news, articles in one spot
✦ Wordpress is your friend and you can integrate your other SM
channels into it
✦ Tag everything- Helps you get found/SEO
✦ Remember HIPAA here as well.
✦ Email Newsletter can be great outreach

78. Strategy

79. Where is Your Community?
Where are Your Audience?
Connecting Where It’s Relevant to Them

82. Finding Out Things You Should
(or shouldn’t) Know
If you do “know” through
online channels, what’s your
duty, if any?

84. Cautions

86. What Does It All
Mean?
Demystifying the Networks
Comparisons and Data

87. Social Media ROI
✦ Efficiency ✦ Grow Trust
✦ Reputation ✦ Client Education
✦ Differentiation ✦ New Opportunities
✦ Client Service/Retention ✦ Flexibility, Timeliness
✦ PR & Exposure
✦ Increase network

88. Creating Communities
✦ This is a long term versus short term strategy
✦ People come to you because of content and
added value
✦ Grows network, fans, evangelists
✦ Must give them something to do- keep it fresh
or it dies

90. Other Important
Tools

91. HARO- Help a Reporter Out
✦ Be your own
Marketing Department
✦ Become an expert
✦ Become a resource
✦ Help out reporters,
help out your business

92. Social Bookmarking: Develop Your Library

93. The Future:
Mobile & Location
Aware Strategy

98. Resources

101. Content Rules
Text

103. Social Media Laboratory
Experiment, Tweek,
Try Again

104. Cafe-Shaped Conversations

107. The End

108. Contact Info:
Whitney Hoffman
Hoffmandigitalmedia@gmail.com
Twitter: @whitneyhoffman, @ldpodcast
Facebook: Whitney Hoffman
Google Voice: (302) 482-4599
Mobile: (302) 562-6507
URL: www.whitneyhoffman.com

110. RSS- Really Simple Syndication
Subscription- Let Them Come to You