The Digital Consumer: Web 2.0 Roadmap for Healthcare Organizations
1. John Sharp, MSSA, PMP
April 16, 2009
CC Attribution license
Digital Consumer April 16, 2009
2. How is Web 2.0 different?
Tool Set
Best Practices
First Steps – claim your brand
Monitor your brand
Enterprise 2.0
Return on Investment/Impact
Minimizing Risk
Digital Consumer April 16, 2009
3. Architecture of participation
◦ Tim O’Reilly
User generated Health Care
◦ Matthew Holt
Digital Consumer April 16, 2009
5. Why Participate
in Web 2.0?
The best companies
are the best
collaborators.
The next layers of
value creation
are becoming so
complex that no
single firm or
department is going
to be able to master
them alone.
Digital Consumer April 16, 2009
9. 133 million blogs
900,000 blog posts every
24 hours
More than four in five
bloggers post product or
brand reviews
Digital Consumer April 16, 2009
13. Between texting and
blogging
Limited to 140
characters
Persistent
awareness, ambient
intimacy
Business uses –
immediate
communication
Digital Consumer April 16, 2009 13
16. Fargo, SD – recent flood
Innova Health used their blog and Twitter for
emergency communications to the media and
public
Reduced phone calls to call in center
CEO pledged commitment to rebuilding the
community
Recognized employees who worked through
the crisis
Also, MD Anderson during hurricane
Digital Consumer April 16, 2009 16
17. Press releases
Emergency communication
Personal Health diary
Weight Management support
Daily Health tips
Brainstorming
Updating families during procedures
--------------------------
What are you doing?
Digital Consumer April 16, 2009 17
18. Reference Tool ,
collaborative contributions
50 now cataloged
ClinInfoWiki.org
AskDrWiki.com
Medical info in Wikipedia – accurate?
Medpedia – creating vetted health
information, but slow to create articles
Digital Consumer April 16, 2009 18
19. Myocardial Infarction during Pregnancy
From Ask Dr Wiki
Contents
1 Overview
2 Pathophysiology
3 Diagnosis
4 Drugs
Digital Consumer April 16, 2009 19
21. This article needs additional
citations...
Digital Consumer April 16, 2009 21
22. MySpace, Facebook, LinkedIn
Like a personal web page with links to
“friends”
For patients – development of condition-
related communities – opportunity for disease
management?
“One-third of all online type 2 diabetes
patients are using Health 2.0 sources “
Social Networking for business - LinkedIn
Digital Consumer April 16, 2009 22
27. RevolutionHealth.com – Steve Case
Utilizes health information from Mayo,
Cleveland Clinic, Harvard
But allows users to comment on health
information, experience with providers and
hospitals
Users can create blogs
Driven by Consumer-Directed Healthcare
Digital Consumer April 16, 2009 27
29. Virtual World
– many companies have
built businesses in
Second Life
Appeal mostly to
younger demographic,
esp. gamer
Potential for education
of medical professionals
and consumer health
promotion
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31. •Network your way to a new
nursing job
•Find friends and former nursing
colleagues
•Rate and review top
hospitals, schools and more
•Get advice and career tips
•Search jobs in your favorite
cities
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33. Limitations
◦ Time
◦ Unclear Value
◦ Privacy for patients and professionals
Benefits
Expanding professional networks
Extending relationships developed at national
meetings
Research collaborations
Recruitment
Digital Consumer April 16, 2009 33
34. Google maps ClinicalTrials.gov
Photos – Flickr Pubmed articles
Videos flu epidemic
Products SEER data from NCI
Books – Amazon Health dispericies
Population data
Anything tagged
Any data source
Digital Consumer April 16, 2009 34
38. Organize your health information, with
everything in one place
Simplify your life: enter health info once, use
it in many ways
Gain insight with data that helps you make
informed decisions
Connect with medical devices – blood glucose
monitors, weight scales, blood pressure
monitors
Digital Consumer April 16, 2009 38
40. Using Web 2.0 within your organization
Social networking to encourage cross-
department collaboration, innovation
Wellness social network
Wikis as a reference tool
CEO blog for employee communications
Digital Consumer April 16, 2009 40
41. Monitor what people are saying about you
Manage your online reputation
Enter cautiously
If you launch a blog, require that comments
be approved before posting
Think about a tagging strategy which will
enhance your brand
Consider Web 2.0 a new tool set, not a
solution looking for a problem
To block or not to block from work site?
Digital Consumer April 16, 2009 41
42. Develop a strategy
Claim your brand in the Web 2.0 world
Monitor your brand
Experiment
Explore
partnerships
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43. Integrate with marketing strategy
How will it strengthen your brand,
your online reputation?
Establish a presence
YouTube Channel
Twitter Account(s)
Facebook group?
Expert Blog
RSS feeds consolidated
Sharing tools – Delicious, Digg, etc.
Digital Consumer April 16, 2009 43
44. RSS feeds for news, blogs, videos
TweetDeck, FriendFeed for monitoring
Twitter, Facebook
Monitor blog comments
Find rogue sites
Monitor rating sites
www.angieslist.com
www.ratemds.com
www.healthgrades.com
Digital Consumer April 16, 2009 44
45. LinkedIn or social network for nurse recruitment
Executive blog for employee communication
Social Network for physician alumni
Video channel on YouTube
Twitter for CME promotion
Send press releases, interview offers to bloggers
with solid reputations
Twitter from the OR? Henry Ford Hospital
Special Twitter account for communicating with
press contacts
Digital Consumer April 16, 2009 45
46. Create a unique Twitter account
Secure updates: In the setup, select, Protect
My Updates – this allows some protection
from others seeing your updates
Invite specific press contacts to request your
updates
Do not accept requests to follow from people
you do not recognize
Start posting updates with links on a daily
basis to keep the press engaged
Include embargoed items?
Digital Consumer April 16, 2009 46
47. Consumer social
networks
– new patients
Scientific/Research communities
- collaboration
Physician/provider social networks
- referrals
Nursing social networks – recruitment
Develop criteria to assess partners
Digital Consumer April 16, 2009 47
48. Test The Waters
Set Modest Expectations
Don’t Let Fear Strangle Growth
Resist Exclusivity
Don’t Forget About Search
TransUnion: an estimated $2.5 million in
savings in less than five months while
spending about $50,000 on a social
networking platform.
Digital Consumer April 16, 2009 48
49. Wikis, blogs, profiles, and
SharePoint communities
Wikis, blogs, profiles, socia
l bookmarks, and
microblogging
Wikis, blogs, profiles, grou
ps and communities,
social analytics, and more
Digital Consumer April 16, 2009 49
50. Soft
◦ Transparency
◦ Brand enhancement
◦ Worker efficiency, networking,
satisfaction (Ygen)
Hard
◦ Drive web traffic to website, events,
announcements
◦ Recruitment
◦ Wellness – employees and patients
◦ Physician referrals, CME attendance
◦ Clinical trial recruitment
Digital Consumer April 16, 2009 50
51. Blog:
ehealth.johnwsharp.com
Bookmarks:
delicious.com/johnsharp/HIMSS2009
Digital Consumer April 16, 2009 51