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- 3 February 2014
See also Digital reputation management | Enterprise 2.0 | Digital sandbox for health care managers | Finding health information for British Columbians | Social media in clinical trials
Social networking through the use of Internet-based and other web media has fundamentally changed how health administrators manage services, patient and donor relations, marketing and promotion. The use of Facebook, LinkedIn, blogs and other social media tools can empower health organizations and build stronger relationships in the community. Social media platforms also provide ways to engage in global conversations about health care, emerging issues of importance and even emerging health threats such as H1N1 (Human Swine Flu) in Canada and other public health concerns. Increasingly, businesses and governmental organizations are using social media as business support tools for increased brand development and recognition, low-cost promotional programs and marketing opportunities. These business objectives are enabled by a strategic blend of reputation-building, knowledge sharing and presence- building affordances (among others) of social media (Kietzmann et al., 2011).
When health consumers have a negative experience in the health care system, where do they go to register a complaint? In British Columbia, patients are required to file a formal complaint with the BC College of Physicians and Surgeons. However, many patients are turning to social media to register their opinions. Even Twitter is a source of information that can impact the reputation of a physician, health agency or hospital. For social media managers, monitoring social media is critical. It may be important to know how to do searches for information in the social media spaces because some comments have greater weight depending on where they originated and whether they were syndicated. Some health organizations are developing relationships with prominent bloggers and Twitter users to get them to share their opinions and to manage feedback mechanisms for organizations.
Evidence of online education's benefits
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Short course examples
Types of web 2.0 use in healthcare
The following are examples discussed in the medical literature:
|| Case example in academic literature
| Staying informed
|| Used to stay informed of latest developments in a particular field
|| RSS, Podcasts and search tools (BMJ, 2006)
|| All (medical professionals and public)
| Medical education
|| Use for professional development for doctors, and public health promotion for by public health professionals and the general public
|| How podcasts can be used on the move to increase total available educational time (Sandars, 2007) or the applications of these tools to public health (Crespo, 2007)
|| All (medical professionals and public)
| Collaboration and practice
|| Web 2.0 tools use in daily practice for medical professionals to find information and make decisions
|| Google searches revealed the correct diagnosis in 15 out of 26 cases (58%, 95% confidence interval 38% to 77%) in a 2005 study (Tan, 2006)
|| Doctors, Nurses
| Managing a particular disease
|| Patients who use search tools to find out information about a particular condition
|| Shown that patients have different patterns of usage depending on if they are newly diagnosed or managing a severe long-term illness. Long-term patients are more likely to connect to a community in Health 2.0 (Ferguson, 2007)
| Sharing data for research
|| Completing patient-reported outcomes and aggregating the data for personal and scientific research
|| Disease specific communities for patients with rare conditions aggregate data on treatments, symptoms, and outcomes to improve their decision making ability and carry out scientific research such as observational trials (Frost, 2008)
|| All (medical professionals and public)
Social media managers
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- Bottles K. Patients, doctors and health 2.0 tools export. Physician Executive Journal. 10 July 2009.
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- Burrus D. Social networks in the workplace: the risk and opportunity of business 2.0. Strategy & Leadership. 2010;38(4):50-53.
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- Cummins J. Few Hospitals Use Social Media Effectively, Says Study. Health Leaders Media. 2010.
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- Domingo MC. Managing healthcare through social networks. Computer. 2010;43(7):20-25.
- Eysenbach G. Medicine 2.0: social networking, collaboration, participation, apomediation, and openness. J Med Internet Res. 2008;10(3):e22.
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- Giustini D. How web 2.0 is changing medicine: is a medical wikipedia the next step? BMJ. 2006;333(7582):1283-84.
- Hackworth BA. Health care and social media building relationships via social networks. Academy of Health Care Management Journal. 2010;6(1):
- Holt C. Emerging technologies: web 2.0. Health Information Management J. 2011;40(1):33-35.
- Hughes B, Joshi I, Wareham J. Health 2.0 and medicine 2.0: tensions and controversies in the field. J Med Internet Research. 2008;10(3):e23.
- Kane GC. A multimethod study of information quality in wiki collaboration. ACM Transactions on Management Inf Systems. 2010;1(1)
- Kane GC, Fichman RG. The shoemaker's children: using wikis for information systems teaching. MIS Quarterly. 2009;33(1).
- Kane GC, Fichman RG. Community relations 2.0. Harvard Bus Rev. 2009;87:45-50.
- Kietzmann JH, Hermkens K. Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons. 2011;54(3):241-251.
- Klang M, Nolin J. Disciplining social media: an analysis of social media policies in 26 Swedish municipalities. First Monday. 2011;16;8(1).
- Lagu T, Hannon NS. Patients' evaluations of health care providers in the era of social networking: an analysis of physician-rating websites. J Gen Intern Med. 2010;25(9):942-6.
- Lagu T, Lindenauer PK. Putting the public back in public reporting of health care quality. JAMA. 2010;304(15):1711–1712.
- Lombardi G, Baum N. Health 2.0: how interactive Web sites are changing the healthcare industry. J Med Pract Manage. 2011;26(4):242-4.
- Lupianez-Villanueva F. Opportunities and challenges of web 2.0 within the health care systems: an empirical exploration. Informatics Health Social Care. 2009;34(3):117-126.
- Malvey D, Alderman B, Todd AD. Blogging and the health care manager. Health Care Manag. 2009;28(2):159-64.
- Orsini M. Social media: how home health care agencies can join the chorus of empowered voices. Home Health Care Management & Practice. 2010;22(3):213-217.
- Pearson Social Media Survey. Online Marketing & Research. http://www.slideshare.net/PearsonLearningSolutions/pearson-socialmediasurvey2010
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- Senadheera V, Warren M, Leitch S. A study into how Australian Banks use Social Media. Pacific Asia Conference on Information Systems. 2011. and http://mlaa.com.au/pacis2011/program.htm
- Tan H, Ng JHK. Googling for a diagnosis: use of Google as a diagnostic aid: internet based study. BMJ. 2006;333:1143-5.
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