The first-ever study to evaluate the alignment between health system, hospital and physicians' online communications. Delivered at the Mayo Clinic Center for Social Media Summit on October 22, 2014 by Greg Matthews.
ACCA Version of AI & Healthcare: An Overview for the Curious
Reunited, and it feels so good! How doctors and hospitals use online channels to communicate in partnership
1. Reunited …and it feels so good
How hospitals and doctors use online
channels to communicate in partnership
#MayoRagan – Mayo Clinic Social Media Summit – October 22, 2014
3. Online doctors are influential and active
• Doctors are patients’
most-trusted source for
online health
information1
• ~5,000 doctors post
daily on their blogs and
twitter accounts2
Contents are proprietary and confidential.
#1: Physician group/medical practice
1What Health Info Do Consumers Seek Online?. eMarketer, February 28, 2013
2MDigitalLife study, Date range 10/7/13 – 10/7/14
4. 61% of physicians
consult social media weekly for medical information3
3. McGowan BS, Wasko M, Vartabedian BS, Miller RS, Freiherr DD, Abdolrasulnia M. Understanding the Factors That Influence the Adoption and Meaningful Use
of Social Media by Physicians to Share Medical Information. J Med Internet Res 2012;14(5):e117
5. Understanding, Engaging and Activating physicians in the digital age
61% of physicians consult social media
weekly for medical information
There is a new KOL emerging. Physicians are
no longer just prescribers. They are the media.
The 1st and only database in the world to map physicians’
digital footprint to their national physician registry
The
MDigitalLife
dataset
Connects online and offline behavior
such as referral patterns, prescribing
history & Medicare billing
523,070
physician digital footprints
mapped as of October 21, 2014
Debuted at the Mayo Clinic in
October 2012
10. Today’s analysis: the “Top 100” health systems
Contents are proprietary and confidential.
Our “top 100” were derived from Becker’s Hospital
Review 100 Integrated Health Systems to Know
The Becker's Hospital Review editorial team selected
health systems based on:
• IMS Health Rankings
• Health System’s Financial Strength
• Health System’s Clinical Strength
• Health System’s Operational Strength
Published: May 15, 2013
Link: http://www.beckershospitalreview.com/lists/100-integrated-health-
systems-to-know.html
11. Health system social media structures
The average “Top 100” health system has :
10 affiliated hospitals 5 facebook pages 4 twitter accounts
Contents are proprietary and confidential.
12. Health system social media structures
4%
Contents are proprietary and confidential.
• Centralized – 1 system handle, 0-1
Hospital handles
• Mixed – 1 system handle, 2+ hospital
handles
• Distributed – 0 system handle, 1+
Hospital handles
46% 50%
Centralized
Mixed
Distributed
15. The average hospital system has 18,590 followers
9
31
Contents are proprietary and confidential.
17
20
14
35
30
25
20
15
10
5
0
<1,000 1,000-4,999 5,000-9,999 10,000-19,999 >20,000
16. Mayo Clinic’s twitter presence is a problem (for us)
• Its accounts have more followers than
all the other systems combined
1,817,592
• So we removed it from all analyses
involving health system followers
Contents are proprietary and confidential.
17. The average health system has
58
53.846% 243
Contents are proprietary and confidential. 346
affiliated tweeting doctors
Health systems and physicians
18. Active doctors drive interest & engagement
Among the top 100 hospital systems, health systems with the most
tweeting doctors had
247% More followers than their peers
Contents are proprietary and confidential.
with fewer tweeting doctors
(18,398 to 7,455)
19. Social media structure affects impact level
Among the top 100 Health Systems, Health Systems with 1 hospital or
regional level account had
Contents are proprietary and confidential.
More followers than their peers
with system level accounts and
no hospital level accounts
(8,688 to 1,779)
448%
20. Mixed health systems have the MOST followers
826%
Among the top 100 health systems, Health systems with 6-10 hospital
or regional level accounts had
Contents are proprietary and confidential.
More followers than their peers
with 1 system account and 1
hospital level account
(71,799 to 8,688)
21. Mixed models & multichannel
93%
Contents are proprietary and confidential.
68%
63%
84%
59%
53%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Twitter Account Facebook Account Both
System Hospital/ Regional
22. Mixed models & multichannel
93%
Contents are proprietary and confidential.
68%
63%
84%
59%
53%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Twitter Account Facebook Account Both
System Hospital/ Regional
23. The systems that have Twitter and Facebook on the
hospital / regional level…
Have 263% more followers than
their peers.
Contents are proprietary and confidential.
24. The systems that have Twitter and Facebook on the
hospital / regional level…
Have 263% more followers than
their peers.
Are mentioned 266% more
often by their doctors.
Contents are proprietary and confidential.
25. A regional focus reaches patients and community
members where they are
69% Of KP Colorado followers
live in Colorado.
Contents are proprietary and confidential.
26. A regional focus reaches patients and community
members where they are
5%
of Colorado
residents following
KPColorado follow
Kaiser
Permanente’s
System account
Contents are proprietary and confidential.
27. Local physicians promote local and national
hospital content
Local Content National Content
Contents are proprietary and confidential.
28. Lets look at the numbers
The average hospital system is followed by what percent of their
doctors who are on twitter?
55 %
12 %
56.04 % 54 %
29. 32% of hospital systems have mentioned
one of their doctors
Contents are proprietary and confidential.
30. Those systems...
Have 443% more
followers than their
peers.
Contents are proprietary and confidential.
31. Lets look at the numbers
The average hospital system mentions what percent of their
doctors who are on twitter?
7 %
1 %
58.4 %% 7 %
32. MD Anderson shares their physician’s content
17%
of MD Anderson
RTs are of their own
physicians
Contents are proprietary and confidential.
33. Health systems that engage in topics relevant to their
doctors have more doctor followers
• Top hashtags used by Texas Health physicians? #Healthcare, #PlasticSurgery
• Top hashtags used by Texas Health ? #PlasticSurgery, #EHR
• Top hashtag used by the most Cleveland Clinic physicians? #cancer
• Top hashtag used by Cleveland Clinic? #cancer
• Top hashtag used by Adventist health physicians? #cancer
• Top hashtag used by Adventist health? #health ... 2nd? #diabetes
Contents are proprietary and confidential.
34. Lets look at the numbers
The average hospital system is mentioned by what percent of their
doctors who are on twitter?
25 %
5 %
53.14 % 22 %
35. Hospital systems that mention their doctors have more
followers
• Among the top 100 hospital systems
• Hospital systems that mention their physicians more had
442% More followers than their peers
Contents are proprietary and confidential.
(39,390 to 8,896)
36. Hospital systems that mention their doctors are most likely
to be linked to from doctors’ Twitter bios
• Among the top 100 hospital systems
• Hospital systems that mention their physicians more had
174% More links to their site from
Contents are proprietary and confidential.
doctors’ accounts than systems
that did not
(355 to 204)
37. Lets look at the numbers
The average hospital system follows what percent of their doctors
who are on twitter?
43 %
8 %
56.74 % 33 %
38. Hospital systems that follow their doctors are more likely to
be mentioned by their doctors
• Among the top 100 hospital systems
• Hospital systems that follow their doctors were
32x More likely to be mentioned by
Contents are proprietary and confidential.
their doctors
(257 to 8)
39. What are the common traits of the organizations who are
leading the way in this space?
Contents are proprietary and confidential.
40. But it’s about engagement too …
• Rhode Island Hospital is #1
in mentioning its docs
(33%)
Contents are proprietary and confidential.
41. But it’s about engagement too …
• Rhode Island Hospital is #1
in mentioning its docs
(33%)
Contents are proprietary and confidential.
… and gets 2x more
engagement than
Which doesn’t mention its
doctors at all.
42. Leading with the physician’s voice pays
Contents are proprietary and confidential.
Seattle Children’s gets 3 ½ RTs for
each of its tweets.
43. Leading with the physician’s voice pays
Contents are proprietary and confidential.
Seattle Children’s gets 3 ½ RTs for
each of its tweets.
But when it @mentions Wendy
Sue Swanson
(@SeattleMamaDoc),
44. Leading with the physician’s voice pays
Contents are proprietary and confidential.
Seattle Children’s gets 3 ½ RTs for
each of its tweets.
But when it @mentions Wendy
Sue Swanson
(@SeattleMamaDoc),
Its RT rate is 25% higher.
45. You can even be their platform
• Every HCP at Swedish
has recorded an
introductory video
• More than 100 blog on
their platform
• They provide “almost
all” of the content
shared by MarComm
at Swedish
Contents are proprietary and confidential.
46. What's the responsible way for doctors and
hospitals to engage with each other online?
Contents are proprietary and confidential.
47. What should hospitals and systems do?
• What are the easily avoidable pitfalls in the physician/hospital
partnership?
• How can hospitals encourage more online interaction from their
physicians?
Contents are proprietary and confidential.
48. Activating your physicians
SUBSCRIBE MONITOR
FIND
GUIDELINES
Contents are proprietary and confidential.
PROMOTE
ASK TO SHARE
58. Activating your physicians
SUBSCRIBE MONITOR
FIND
GUIDELINES
Contents are proprietary and confidential.
PROMOTE
59. Ask them to share your content
Don’t be shy
Say please!
60. Activating your physicians
SUBSCRIBE MONITOR
FIND
GUIDELINES
Contents are proprietary and confidential.
PROMOTE
ASK TO SHARE
62. Methodology
• Becker Hospital Review Top 100 Integrated Health Systems
• The Becker's Hospital Review editorial team selected health systems based on rankings
by healthcare analytics company IMS Health, as well as health systems' financial,
clinical and operational strength.
• IMS Health
• For nearly 60 years, IMS Health has developed and maintained strong relationships with
a diverse set of data suppliers throughout the healthcare delivery chain to provide
clients with the most relevant, comprehensive information. Many of our data suppliers
are also customers—a reciprocal arrangement that supports continuity in the data
supply. This worldwide network of nearly 100,000 outlets, facilities and associations
furnishes information to us in the form of:
• Transaction records
• Medical claims submissions
• Electronic Medical Records and other point-of-care documentation
• Survey responses
• Profile and contact information
Contents are proprietary and confidential.
63. References:
1 What Health Info Do Consumers Seek Online?. eMarketer, February
28, 2013
Contents are proprietary and confidential.