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Healthcare Uses of Social

Media:
Diagnosis & Treatment
Phil Baumann, RN
CEO CareVocate LLC

PhilBaumann.com
@PhilBaumann
Health is Social

Social Is Health
Healthcare Is Technology
Social Media Is Technology
Ergo:
Healthcare Must
Understand Social Media
What Is Technology?
It’s Like Obscenity:
You Know It When You See It

Except:

You Don’t Always See It
Technology

Is More Than:
Tools
Gadgets
Techniques
The Essence of Technology
is…
…Revealing
Social Media Is Revealing Things
About Us
Our Institutions
Our Culture
& Media Itself
What Can We Reveal?
Hardware versus Software

Or: Why Marketers Are Confused
MEDIA VERSUS MEDIA
Hardware – Old Media Software – New Media

•CMS – BLOGS, FORUMS
•PRINT •FACEBOOK
•RADIO •TWITTER
•TV •YOUTUBE
•???
Key Differences
HARDWARE SOFTWARE

• Unstable
• Stable
• Unpredictable
• Predictable
• Small Tweaks >> Little •Small Tweaks >>
Consequence
Huge Ramifications
on Ecosystem
Patient Empowerment:

Content versus Information
Content Is…
Expression
of
Knowledge,
Experience &
Wisdom
Created to Change a
Mind
Information Is…
Relevant
Right Time Data
Right Context
Right Process
To Make a Decision
Based on Risk
4 States
of
Patient Empowerment
Content Empowers the Mind

Information Empowers the
Patient
It’s About the Audience,
Stupid

Conversation Is Just Possible
Now
Assess Your Audience
On Its Empowerment State.

Proceed Accordingly
Lead Your Audience:

Master of Content

Master of Ceremonies

Master of Conversation
How to Do Social Media:
The Nursing Process
(ADPIE)
a. Assess
b. Diagnose
c. Plan
d. Implement/Execute
e. Evaluate
Vision

Mechanics

Process
Suggested Uses

Disaster Alerting & Response
Drug Safety Alerts
Diabetes Management
Medical Crowd-sourcing
Disease Tracking & Resource Connection
Suggested Uses

Post-discharge Patient Support
Recruitment of Health Care Staff
Clinical Trial Awareness
Promoting Healthy Lifestyles
Health Care Marketing
Live-tweeting Surgery
CDC & Social Media
“CDC encourages the strategic use of Twitter to
effectively and inexpensively reach individuals and
partners with timely health and safety information.”
CDC’s Twitter Metrics
HIPAA Today
21 Century Health Care
st

Content

Connection

Community

Care
What’s the Goal?
Safe & Effective Online Presences

Freedom of Choice

Protect Boundaries
Benefits
Community meets a basic human
need

Frees Healthcare Professionals

Crowd-sourcing

Research
Costs
Privacy Violations

Boundary crossing

Dignity Blows

Insurance Company & Employer Monitoring
Is Privacy Dead?
Is Dignity The New Privacy?
Technology Will Violate Privacy

Vigilant Struggle for Dignity Rights

Relationship between People &
Technology
New Legislation

• Understanding & recognition of Web’s disruptive powers
• Re-think Privacy
• Manifest Dignity
Insurance Reform?

• Social Media Monitoring
• Denial of Insurance
• New Regulatory Limits on how social media data is
used?
Government 2.OhReally?

• How ready are government agencies?
• Permission-based Privacy rules
• Will Docs & Nurses participate in legislative discussions?
Permission

• Permission, Permission Permission
• Fully Informed Permission
• Volume Control
The Web and Marketing:

Is It a Dream?

…Or a Nightmare?
(Comic Sans is a nightmare ;)
Your 1 Step Isn’t Listening:
st

You Must First Develop….
…Web Position
Statement!
Web Position Statement
“We believe the Web is an ever-evolving Technology and Ideology which:

Influences Patients & Providers in the following ways: ___________.

Changes Publics, Governments, Organizations, Cultures: __________.

The Web impacts Marketing, Communications, Processes: _________.

We believe the opportunities of the Web include ________________.

The challenges we face are ___________________.

Therefore, the Mission of our Web Presence is ________________.”
Health is Social

Social Is Health
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