Presentation to the Q1 Productions Health Care New Media Marketing Conference on health care and social media.

1. Overcoming Internal Resistance: Proving the Value of NewMedia and Gaining Leadership Buy-In Ryan Squire @OSUsquire

2. Getting Started

3. The Goal Understand the collective CULTURE (knowledge, experience, beliefs, values, attitudes) of our EMPLOYEES, PATIENTS and COMMUNITIES in which we operate so that we can create and deliver healthcare in a way that is PERSONALIZED, PREDICTIVE, PREVENTATIVE and PARTICIPATORY (P4 Medicine).

4. Issues Source: http://www.wordle.net/

6. OSUMC Promise “We are committed to improving people’s lives through personalized health care.”

7. Access

8. MedicalLandscape

9. The Problem Medicine has been and still is REACTIVE in nature. Care is provided only after signs of illness manifest. That reactive care only addresses the end effects of disease manifestation, not the root causes of disease. Reactive care has created an ecosystem of: uncontrollably rising costs, declining levels of quality, and decreasing consumer satisfaction.

10. USA outspent other developed countries in health care

11. Higher Spending Does Not Necessarily Lead to Higher Quality Source: Baicker and Chandra (Health Affairs 2004)

12. Life Expectancy While much higher than developing countries, US life expectancy is lower than most developed countries. Source: OECD, 2004 & Health Affairs 2002; 21(4): 99

13. % Finding Difficulty in Receiving Care More than 1 in 4 in the population finds accessing care difficult in the United States. Commonwealth Fund Survey, 1998

14. 20 Minute Meltdown of Medicine “The average doctor's visit is 20 minutes, which is too short to interview a patient, record three generations of medical history, assess disease risks and chart courses of action.” -Francis S. Collins 2004-geneticist, Human Genome Project 2010-director, National Institutes of Health Source: WTHN: November 2004 http://www.wtnh.com/Global/story.asp?S=2536450

16. Those with chronic diseases account for 81% of hospital admissions; 91% of all prescriptions filled; and 76% of all physician visits

17. CDC estimates that chronic diseasemanagement represents 75% of all healthcare spending and responsible for 70% of deathsSources: CDC, fightchronicdisease.org

18. Emerging Influences

20. P4 Medicine Image credit: http://www.47project.com/wp-content/uploads/2010/02/Caduceus-with-DNA-Helix.jpg

21. Social Landscape

22. Percentage Source: Pew Internet and American Life Project

23. Landscape http://www.healthpopuli.com/2010/05/websites-first-then-doctors-support-peoples-health-care-decisions

24. Landscape

25. Mobile Drives Participation “Further, ‘always present’ mobile access draws people into conversations about health as much as online tools enable research.” Source: The Social Life of Health Information

26. CreatingPolicy

27. Social Media 101Control v. Influence Inside your entity you have control over what employees say, share, and do with social media through the implementation of rules, policies, and enforcing behavioral standards. Company time/company equipment. “Remember that in the vast social media ecosystem that lies outside your company, beyond your reach, there are no set rules of behavior. You can be assailed, spoofed and blasphemed, and you have no control.” “The Social Media Bible” Lon Safko and David Brake

28. Key Point One “Our policy is that you, the employee, may use Social Media for personal use only during non-working time and in strict compliance with all other terms of this and other Medical Center and University policies.” http://www.scribd.com/document_collections/2392744

29. Key Point Two “Conduct that would be illegal or a violation of a Medical Center or University policy in the “offline” world would still be illegal or a violation of the policy when it occurs online.” http://www.scribd.com/document_collections/2392744

30. Key Point ThreeGuidelines-Philosophy “This Policy requires adherence to the Social Media Participation Guidelines. The Guidelines are administered by Communications and Marketing.” http://www.scribd.com/document_collections/2392744

31. Key Point FourYour Touch Points

32. Communicate http://bit.ly/OSUMCsocialmedia

33. Policy Cannot Stand Alone “You don't create a culture. Culture happens. Culture is the by-product of consistent behavior.” Jason Fried—Social Media Management Expert

34. Resources http://delicious.com/OSUSquire/policy

35. ListeningFirst

36. Listening Is the Foundation

37. Listen

38. Respond

39. Listen-Some More

41. Forwarded situation to The James Customer Service

43. Strategic Response http://www.scribd.com/doc/26684375/Social-Media-Response-Flow-Chart#fullscreen:on

44. Health Care Becomes Social Source: http://www.slideshare.net/dachisgroup/social-business-design-web-20-nyc-2548310

45. EnlistLeaders

46. Keeping In Touch http://medicalcenter.osu.edu/aboutus/keeping_in_touch/default.aspx

47. http://leadershipinsights.osumc.edu

48. http://projectone.osu.edu

49. http://www.youtube.com/user/osumedicalcenter#grid/user/50C1412E50BC92BB