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The Social MEDia Course: Social Media in Healthcare

Social Media in Healthcare: Hospitals and Medical Practices

Bertalan Mesko, MD

on 22 August 2013

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Transcript of The Social MEDia Course: Social Media in Healthcare

Social Media in Healthcare
Bertalan Mesko, MD, PhD
Medical Futurist
Brought to you by
Take home messages
Examples prove that hospitals and medical practices can leverage the power of social media
But proper strategy and design of the communication are needed, also platform has to be chosen wisely
Listen online first, then create the social media presence, but evaluate frequently, be friendly, helpful and communicate just like in real life
Social media can help you or your healthcare institution transmit important messages to the target audiences if used in a strategy-based way.
Thank you for the attention!
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Take the test
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Let's see first how hospitals can use social media
Customer service
Question from on Twitter
Answer from the hospital staff
Community outreach
Informing people living in that physical community about the hospital's renovation
Patient education
Know Your Numbers campaign by Mayo Clinic helped people understand the importance of knowing their numbers for blood pressure, lipids and body mass index to help prevent heart disease.
Real-time experience
Henry Ford Hospital in the US streams surgeries live through Twitter
Public Relations
Social media provides great channels for PR
Crisis communication
In case of emergency situations, communication can be facilitated towards the community if the hospital has a well-designed social media presence
Social Media adoption curve
Hospitals are using social media
Ed Bennett updated the biggest and most comprehensive list of hospital social media accounts which was handed over to Mayo Clinic.
Example #1
University of Maryland Medical Center

Facebook page
Youtube channel
Twitter channel
Example #2
Mayo Clinic

Mayo blog
Youtube channel
Dealing with conflicts
They couldn't get the Myspace account
Then once a couple started playing the piano in the atrium of Mayo Clinic and Lee Aase (head of social media at Mayo Clinic) recorded it
Huge success, millions of viewers, TV show invitations,
positive attention
As Mayo had a great social media presence, this success only cost them 3-400 USD (blog domain and HD camera)
ROI = Return on Information
Mayo Clinic Center for Social Media
Mayo cuts appointments by 40 per cent

Online consultations could reduce the need for face-to-face appointments with GPs by 40%, the largest ever study of online visits in primary care has found.

Doctors at the Mayo Clinic ran a pilot study giving patients the option to complete an online structured medical history that would be reviewed by a doctor within 24 hours.

Doctors estimated the online consultations made surgery appointments unnecessary in 40% of cases.
A potential benefit
Medical practices in social media
Dr. Tamas Horvath
Own practice (ENThouse), Budapest
He started using many social media channels, later evaluated the results and kept on using 3 of them
A Hungarian ear-nose-throat blog
An English Twitter account to keep in touch with colleagues globally
A fan page fo the clinic on Facebook
Now about 50% of his new patients find him through these channels + he can build a good relationship even before the first personal meeting
Jay Parkinson, MD was one of the pioneers of physicians using social media for their medical practice
He founded services such as Hello Health or Sherpaa
What do you need for a proper social media presence?
A good website
Clear design
Simple interface
Obvious message
RSS feed available
Dynamic updates
Listen online!
Twitter is for rapid discussions
Facebook is the trendy dynamic platform
Blog can serve as an online CV
Youtube is the place for video content, etc.
Some rules are written (e.g. by the American Medical Association) others are not written (common sense, don't do things online which you would never do offline)
Patient posted own image on the Facebook wall of Mayo Clinic
They replied properly
It's particularly important as "doctors' appeared on the scene of course immediately
"Our patients are doing it,
so this is where we need to be"
Every practice should have an own social media policy
Visitors upload their photo, watch health videos and stories from patients, meet and join a “community of members with a shared purpose,”.
July 2011: Mayo launched its own patient community, Connect
Potential benefits
Increasing patient traffix
Being up-to-date by following peers
Meeting amazing people
For patients, I can act as a “filter” to promote the good and refute the bad.
For patients, I can be a source of reliable, real information.
Health 2.0 refers to the interaction between
(especially institutions and practices) and
social media
Example #3
REshape is a program set up by the Radboud University Nijmegen Medical Centre.
Producing social media services for the public
FaceTalk allows opening a virtual practice
AED4EU, an augmented reality application showing GPS spots of semi-automatic defibrillators
And even medical organizations build social media presence
Posting about current events, holidays
Anything else?
Hospital donations and milestones
Supporting community news and events
Presenting new research, technology or renovations
Full transcript