Social Media in Healthcare

As healthcare facilities transition to EHR and extend engagement with patient customers online, the role of social media becomes an important question. Some facilities have had a prohibition in place that prevents employees from mentioning the facilities in any way. Other facilities have little or no specific policies in place. According to a recent HCAA report, only about one-third of their respondents actually had a social media policy in place. While they found that many health care facilities did have some type of policy in place, the overall number of facilities with social media policies has dropped from 2009 to 2011.[1]

At the same time, more and more customers are looking to social media sources for healthcare answers. Ed Bennett recently posted results from an April report from Price Waterhouse Coopers.[2] He summarizes a few of the findings as follows:

• One third of consumers now use social media sites for health-related activities
• 40% of consumers have sought out reviews of treatments, physicians, and other patient experiences
• 45% of consumers say information from Social Media sources would affect their decisions
• 73% would welcome social media based tools like make an appointment, or ask a question – but expect a quick response
• 54% are comfortable with their doctors using online physician communities for advice related to their health situation
• Consumers are significantly more likely to trust social media  information from their doctors or hospital, less likely to trust insurers or drug companies

Social media and healthcare are poised for significant interaction. This interaction comes with opportunities and risks. Facilities cannot afford to ignore social media. Many doctors, nurses and other staff are already actively engaged on a personal level. Healthcare consultants, CSC offer a helpful list of recommendations for considering social media:

1. Develop Policies
Facilities must take time understand the challenges and develop appropriate policies that uphold privacy requirements, maintain security and preserve standards.

2. Educate staff
The staff should be properly introduced to the policies and trained in the risks and opportunities in social media.

3. Listen and learn
Watch you customers online. Listen to what people are saying about your facility using Facebook, Twitter and other tools. Pay attention to what your competition is doing in the social media sphere.

4. Take baby steps
Initial engagements should be focused on extending brand presence, custom relations, and other non-medical participation.

5. Learn how to engage
PWC emphasizes that listening is good but over time you must engage customers and build relationships. Social media can offer a great place for educating customers and introducing customers to expanded web services on the secure site. Over time, you may discover how to develop and evolve your presence in the social media space.

6. Appoint managers
As you grow, you may find it beneficial to appoint social media managers from within the practice who will monitor, respond and make sure all content is accurate and within regulation.

[1] Social Media and Compliance. A survey by the Health Care Compliance Association & the Society of Corporate Compliance and Ethics. February/March 2011 http://www.hcca-info.org/staticcontent/2011SocialMediaSurvey_report.pdf>
[2] Social media “likes” healthcare: From marketing to social business. Price Waterhouse Cooper. April 2012, http://hcsm.me/pwchealth>