Nurse Practitioners and Social Media: What’s Your Networking IQ? Melanie Keiffer DNP, ANP-BC @Melaniekeiffer1
[email protected]
I
have no financial disclosures to report
Objectives
Discuss the efficacy of social media tools to increase awareness of healthcare services, disseminate health care education to connect with patients and other professionals Demonstrate inter-professional initiatives to promote engagement between patients and the health care team Recognize the benefits and pitfalls of healthcare social networking Examine strategies for risk avoidance and appropriate social media etiquette
Social Media Users
Why Do Patients Use Social Media? Hint: health is a personal thing
To communicate about health at any time To share fears about diagnosis with distant friends and families To connect with people with similar health conditions To find support and companionship
Why Patients Use Social Media
https://www.facebook.com/LiftForBerlin/?fref=ts
Health Care Consumers
Storytelling
https://www.youtube.com/watch?v=IQlph3MJCyo
Patients and Families Telling their Stories
https://www.facebook.com/mandy.s.russell/posts/1117114911653761
It’s All About the Patient Patients
want information, communication, and a real connection with you Use social media to understand what your patients are going through, what would make life better for them and how you as a provider might use social platforms and channels to help
Why Do We Want to Use Social Media in Healthcare? Disseminate
health information Expand reach to include broader, more diverse audiences Personalize and reinforce health messages to particular audiences Facilitate interactive communication, connection and public engagement Empower patients to make safer and healthier decisions
Social Media Benefits According to Lee Aase… Shares
In-Depth Knowledge Showcases Expertise, Empathy Improves the Patient Experience Provides Patient Education Amplifies Word of Mouth Marketing (@LeeAase, Mayo, 2016)
Disseminate Health Care Education Give
your patients information, information, information! Change it up for diverse learning styles: digital documents, videos, podcasts, images, interactive activities
Are you a Good Health Communicator? Helpful?
patients are scared when they turn to social media Listening? patients are weighing in on care experiences Using clinical speak? share interesting and relevant information (@ChrisBoyer, Mayo, 2012)
Good Communicators
https://www.facebook.com/ChildrensHospitalofPhiladelphia/?fref=nf
You Can Do This “Social media in health care is about passion. It’s about stories and storytelling. It’s about reaching out, being a support and getting answers to my own questions. It’s about sharing, observing, learning, humility, friendship, discovery and surprise” (@PFAnderson in Mayo, 2012)
What’s in Your Toolbox?
Center for Disease Control, 2011
Strategizing Get
started Try it out Learn how things work Watch what other people do Ask for help
Strategizing Have
a goal Be consistent with topics Commit time and effort Focus on building trust Be open to discussions “Social refers to a “group” not chit chat individual action is an illusion, especially in relation to social media” (@meredithgould, Mayo 2012)
Awareness of Healthcare Services Do
you want to link to your organization or be on your own? Organization: HIPPAA compliant platforms, support of IT department and/or social media manager
Organizational Initiatives Think
about alternate service delivery models, both in person (group visits, home visits) and digitally (e-mail, texting, Skype, avatar coaches, home monitoring systems)
Organizational Initiatives Take
down signs asking patients to turn off their cell phones Embrace cell phones, they are tools that will revolutionize health care, so embrace them How many cell phone apps do you recommend to your patients?
On Your Own? Many
free and low cost host websites *(watch out for ads!!!)* available to make clean-looking, interactive, friendly websites with links to videos, podcasts, widgets, infographics **Reach out to a digital native if you need a social media consultant**
Why Connect with Patients? Due to your social media presence: Patients arrive better prepared and informed More comfortable with you as a provider May build trust with you more quickly than finding a provider in the phone book Improve your patient satisfaction scores Reinforce what you taught online and use time more efficiently
Where the Patients Are… “….my patients are online far more often than they are with me in the office, so instead of only exchanging ideas when they gown-up in exam room #4, I can join them where they already are—in social networks, on the Internet, on their smart phones, and on YouTube. The educational space extends beyond the examining room.” (@seattleMamaDoc)
Blogs: Wide Open Opportunities
http://seattlemamadoc.seattlechildrens.org/
Blogs “10-15
times a day, I tell patients they don’t need an antibiotic.” Are there clinical tips your frequently discuss during your workday? (Sevilla, M. in Mayo (2012) @drmikesevilla)
Blogs Free
and public “They sprinkle ideas like seeds in soil: some never take root, but some do and sprout, and some of those sprouts grow tall. Some get noticed and some don’t…” (deBronkart, 2016 @ ePatientDave)
Blogging Be
friendly conversational and interesting Write with patients and caregivers in mind Avoid technical jargon
Blogging Requires
more thought than Facebook posts or tweets on Twitter To be successful you need to blog once a week (2-3 times weekly is more effective) Develop an editorial calendar Recruit other bloggers to participate Keep posts short, under 400 words
Go Where “Your People” Are Go
online, find key opinion leaders and major voices, listen to what they’re saying day by day Resulting relationships can be much more valuable than the knowledge itself
NP Blogging Community
http://www.nursepractitionerschools.com/blog/25-great-np-blogs
Go Where “Your People” Aren’t
Be aware of opposing viewpoints and respond to illinformed comments
Visual Storytelling Ignites
imagination
Videos
Photo,
Quotes, GIFs, Meme, Infographic, Buttons, Widgets
(*take a look at the CDC’s Social Media Toolkit!)
Visual Storytelling
(Photo via: Goodman, A. 2015)
Videos
A powerful way to easily reach an audience From public service announcements to patient education, online video spreads essential public health information and empower patients and providers
tps://www.youtube.com/watch?v=mU5lJQpJF Mc
Susan Anderson, NP, primary care clinician https://www.youtube.com/watc h?v=eQPZBc8Aooc
Using Video to Promote Engagement ZDoggMD, EHR State of Mind https://www.youtube.com/watc h?v=xB_tSFJsjsw
Video Smartphones
are often used for quick live
videos Digital cameras iMovie or Movie Maker to stitch together pictures and audio Use online video sites (like YouTube, Vimeo) distribute your videos
Podcasts Dr. Rachel NP https://yourahi.org/
Making a Podcast Read
up on it…there are a few hard and fast rules….(another day, another lecture)
http://www.digitaltrends.com/how-to/how-to-make-a-podcast/
Twitter Short
fast conversations The “Twitterverse” influences change Spontaneous—the most rapid of tools, great for crisis communication Sharing new evidence
Twitter Tips Accounts
public or private Users identified by their handle Posts are shared among account followers and can be re-tweeted with other users 140-character "tweets" Shorten the URL using apps such as http://tinyurl.com, Bitly
Twitter Hashtags
(#symbol, followed by letters and numbers) identify the subject of the message and help categorize tweets Hashtags allow for shared, live discussion on topics Use hashtags to participate in conversations #nursesunite #NPsLead
@CaliforniaNP
Twitter Tips
http://www.symplur.com/healthcare-hashtags/
Google Alerts Sends daily e-mails re: content on web based on your search terms
Instragram Create a clear profile w/URL Use hashtags (#) Craft great captions Add geo-location (possibly) Use filters that work well visually Follow who you want to reach Make it fun as well as illuminating
Infographics
Build
a network of peers to help you keep abreast of latest developments, learn from and garner support “Strictly Business” People share credentials and professional accomplishments and discover potential colleagues
Connect with Other Professionals Investment
in your professional future Provides ways for employees to get involved in professional groups. Search function to find health care focused groups with relevant resources and discussions
Strategies for Risk Avoidance
Risk Avoidance
Limits insurance plans, hospitals and health care providers from answering questions on a patient’s health information across a social network
Privacy: Focus on It!! Health
Insurance Portability and Accountability Act (HIPAA) and the Health Information Technology for Economic and Clinical Heath Act (HITECH).
http://www.wlwt.com/news/lawsuit-uc-med-center-employees-leaked-patientshistory-on-facebook/26316492
Digital Ethics Protect patient privacy Adhere to professional standards and guidelines Know your organization’s policy Keep your professional and personal social media separate (use privacy settings) Use common sense and be civil
Answer is not in blocking access or creating obstacles but to provide guidance and support for effective social media Have
a policy Know your policy Policy sample: http://socialmedia.mayoclinic.org/mayo-clinic-employee-socialmedia-guidelines/
Art of Meaningful Conversation
Sit with your emotions before you broadcast them How can you serve the people in your social media stream? Is this serving the world in a positive way? Think of yourself as a facilitator or host when you appear on social media What kind of conversations do you want to facilitate? (Plett, 2014)
Reputation Management Create
a LinkedIn Profile Create a Twitter Account Record an introductory video for You Tube Claim and complete your profile on Doximity
Managing Your Online Reputation: What does Google say about you?
CANP Channels Facebook
www.facebook.com/californianp Twitter - www.twitter.com/californianp LinkedIn www.linkedin.com/company/canp Instagram www.instagram.com/californianps
CANP Resources Valuable
social media NP advocacy and outreach tools from CANP
http://canpweb.org/advocacy/senate-bill-323-resource-center/
References Aase, L. (2016) Social media in your practice. Retrieved from http://www.slideshare.net/LeeAase. Centers for Disease Control (2011). The health communicator’s social media toolkit. Retrieved from http://www.cdc.gov/socialmedia/tools/guidelines/ Goodman, A. (2015). Tell stories, move masses. Retrieved from http://www.aarongoodman.com/ Mayo Clinic Social Media Network (2012). Bringing the social media to health care #Revolution. Mayo Foundation for Medical Education and Research: United States. Retrieved from http://socialmedia.mayoclinic.org Plett, H. (2014). The art of hosting meaningful conversation on social media. Retrieved from http://heatherplett.com/2014/09/host-first-art-hostingmeaningful-conversation-social-media/
