Social media connecting people with people and information in health care.
How can social media be leveraged to improve patient navigation and information within the healthcare industry? That was the over arching theme of a panel discussion hosted by the Sacramento Social Media Club on Tuesday evening at The Urban Hive.
Panelist included:
Dr. Davis Liu, M.D., practicing physician and author
Liz Salmi, blogger and brain cancer patient
Katie Kreps, Sacramento Chapter of Leukemia and Lymphoma Society
Christian Hollingsworth, Founder/CEO Smartboy Designs
Moderator David Carr, Public Relations Specialist VSP Global
Since all the panelist and audience were ardent enthusiasts of social media, the discussion centered not on “If” social media can enhance patient experience, but how do institutions build upon the fledgling use and untapped potential of social media.
Many benefits to social media in healthcare
Folks most likely to turn to social media for information on healthcare options after a diagnosis of an illness are those who are already using various applications such as Facebook, Twitter, and blogging sites. But it was the opinion of all the panelists that with better coordination and marketing, social media could serve as a conduit for information and support for a greater population. Almost as vital, social media has the ability to relieve some of the pressure on healthcare providers that become the De facto medical almanac and counselor for some patients battling disease.
Real people, real information, real blogs
The allure of social media for patients centers on the personal connection people can find when facing a mild to severe medical condition. Liz Salmi discussed how she chronicles her journey with brain cancer on her blog. She noted how her personal stories draw people to her blog where they find some solace in her experiences. Blogs can also be a gateway to providing other resources. Katie Kreps talked about how there is an ocean of information on the Internet and it is difficult to know what to trust. When a patient or care giver finds a blog from a person that has suffered through the same illness, the bloggers recommendations get instant credibility.
Bridging the gap between office visits
National nonprofit organizations that center on specific diseases are also turning to blogs as a way to help people connect and disseminate information. As Dr. Liu noted, people diagnosed with an illness are looking to connect with other people to find out how rough the road will be. Doctors want to stay in contact with the patient as well. While the protocols are still being established, Dr. Liu felt social media might play a greater role in keeping the patient connected to the physician in between visits or when lengthy emails are not practical.
Did you just post that photo?
Don’t show me that.
The panel showed a real depth of understanding with the issue of education and the use of social media by new and existing users. Too often, it was agreed, people don’t realize the pictures or descriptions they post on Facebook pages or Twitter are accessible by virtually anyone to see. Consequently, more education is needed to guide people in the appropriate use of social media and their medical conditions. Invariably, the use of social media raises questions about privacy and HIPAA regulations. It was the general consensus that these issues will need more oversight, review and constraints as social media and healthcare integration matures.
Videos are a under healthcare tool
One vehicle that has not been fully exploited is an expanded use of videos to convey information. Either on YouTube, Vimeo or another platform, doctors, nurses, practitioners and health insurance providers could be creating short videos for educational purposes. Not everyone absorbs information the same way. Videos can be used to explain procedures, conditions and generally support the patient base within a particular group.
Tweeting support to your tweeps
The strength of social media is its power to deliver content that is targeted to a specific audience from trusted sources. Additionally, it allows the audience to easily make comments, share or add content from other sources. The flexibility of Facebook allows patient or medical professional groups to create private and public pages to connect friends for support and information. Twitter readily accommodates open chat forums for anyone to easily access with a hash tag or pound symbol #. A quick twitter search of #bcsm (breast cancer social media) will bring up the most recent tweets from people using the hash tag. The short tweets might be people asking questions, sharing content or announcing a scheduled Twitter chat session at a particular time.
Many social media applications untapped as healthcare support
While Facebook and Twitter get most of the discussion time when it comes to social media, other applications like Tumblr, Google Plus and Linked In certainly can play a role in connecting patients with support and information. The development of social media is really in the nascent stages with respect to the healthcare and insurance industry. But as folks like the panelist promote the inherent value social media has to offer to doctors, patients, and all the support staff, we will undoubtedly see its acceptance and growth in the coming years.
