Integrating Social & Digital Media Into Physician Relations: 2014 AAPL Conference Presentation

These are the slides from my presentation at the 2014 Conference of the American Association of Physician Liaisons. The title of the presentation was "Integrating Social & Digital Media Into Physician Relations."

1. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Integrating Social & Digital Media Into Physician Relations Dan Dunlop, Principal Jennings AAPL 2014

2. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings 

3. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings 

4. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings PHYSICIAN SATISFACTION REPORT 

5. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Physician Adoption of Digital Communication & Social Media (A Gradual Process)

6. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Physician Adoption of Digital Communication & Social Media • 2012 Research Study: JMIR. Survey was distributed via email to a random sample of 1695 practicing oncologists • 57.5% perceived social media to be beneficial, engaging, and a good way to get current, high-quality information. • 57.9% stated that social media enabled them to care for patients more effectively, and 60.0% stated it improved the quality of patient care they delivered.

7. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

8. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings JMIR Study 2012

9. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Physician Relations Programs Using Digital Platforms & Tools

10. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings RESEARCH FOR COOPER UNIVERSITY HOSPITAL ASSIGNMENT & WRITING AN INDUSTRY ARTICLE • Create an integrated marketing plan targeting referring physicians (employed and community- based) • Review of best practices • Crowd sourced healthcare marketers using LinkedIn 

11. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings CROWD SOURCING A SOLUTION 

12. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings MEETING LYLE 

13. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings 

14. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings LEADING TRENDS & BEST PRACTICES Best Practices: MD Anderson, University of Michigan Health System, Rush University Medical Center, Mayo Clinic, UW Health, etc. – Comprehensive online resources – Referring physician web portal – Extensive use of video to “introduce” physicians – Experimentation with social media and physician blogs – Continuing reliance on thoughtfully produced newsletters 

15. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings 

16. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Daily eNewspaper via Paper.li

17. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

18. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings COOPER UNIVERSITY HOSPITAL REFERRING PHYSICIAN MARKETING 

19. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings NEED FOR AN ENHANCED PHYSICIAN MARKETING EFFORT • Losing patients to lesser programs in NJ and to Philadelphia AMCs • Control leakage from Cooper physicians • Need to build stature of Cooper physicians and leading programs • Build awareness of Cooper’s depth and expertise in specific services 

20. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

21. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings 

22. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings SOUTH JERSEY MEDICAL REPORT EDITORIAL CONTENT PLAN • Clinical Care Updates • Colleague Corner • New Medical Staff Profiles • Resources • Upcoming CME’s • Clinical Trials • Advances in Medicine & Technology • Blog Post Excerpts • Cooper News • Updates on Cooper Medical School 

23. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings 

24. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

25. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings INTEGRATED DEPARTMENTAL WEB CONTENT 

26. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings South Jersey Medical Report Publication SJMR Website Physician Videos & Podcasts Social Media Physician Visits Media Relations Web Content SJMR Radio 

27. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings FIRST YEAR RESULTS Research Findings • Non-Cooper PCP’s willing to refer for Cancer Care o46% pre-campaign o77% end of year one • Non-Cooper PCP’s willing to refer for Heart Care o59% pre-campaign o77% end of year one • Non-Cooper PCP’s willing to refer for Neurosciences o47% pre-campaign o75% end of year one • Non-Cooper PCP’s willing to refer for Orthopedics o74% pre-campaign o69% end of year one

28. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Tufts Medical Center

29. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

30. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

31. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

32. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

33. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

34. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

35. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

36. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Replace this with Video

37. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Signature Physician Campaign

38. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

39. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

40. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Your New Cardiologist? http://youtu.be/0fi5VhuafyE

41. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings http://youtu.be/Hb9n5-iH-g8

42. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Video Content Leveraged • Numerous platforms: – Microsite – YouTube – Facebook – Google+ – Vimeo • Cross promotion on Pinterest and Twitter.

43. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings The Digital Future

44. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Question #1 • How can the reach of physician liaisons be expanded, allowing them to more effectively form connections between faculty/medical staff and referring physicians?

45. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Questions 2 & 3 • How can physician relations programs stay ahead of the curve, anticipating the wider adoption of digital communications by physicians? • How can physician relations teams use digital technologies to more readily support specific programs targeted for clinical growth?

46. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Physician Relations & Content Aggregation • Traditionally, this is what we’ve done. • Today, how can we do this more efficiently? • Aggregating content for digital distribution is simply the evolution of that function. • In the digital future, the physician relations team needs to become an aggregator and distributor of assets that are of value to referring physicians, by way of digital platforms.

47. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Content Aggregation • Physician relations site/blog/microsite as the portal to information valued by community physicians. • The physician relations team, or one designated member of the team, would be responsible for reaching out across the organization and establishing processes for receiving regular news and information updates from various departments and faculty.

48. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings The Digital Physician Relations Specialist Two potential paths: 1. Digital Communication becomes part of the job function of each physician relations specialists/liaison. 2. The Physician Relations Department designates a digital content specialist who aggregates, disseminates and distributes digital content via social channels.

49. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Option 1 • Liaisons would take part in daily physician engagement activities using Twitter. • Scheduling tweets, responding to direct messages from physicians and office staff, acknowledging retweets, and retweeting news and information shared by medical staff/faculty. • Familiarizing & training practice managers and community physicians on info available through digital platforms. • Training practices on the use of digital platforms. • Distribute collateral for practices that promotes social channels/resources for referring physicians.

50. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Option 2 • Physician Liaisons must still learn more about digital communications and social media, but aren’t daily practitioners. • Liaisons spend time training and education referring physicians and practice staff on ways to access expertise and resources via digital platforms. • One Digital Content Specialists handles the daily content aggregation, distribution and dissemination via social media.

51. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Staying ahead of the digital physician trend • Is there risk in moving the physician relations program down this digital continuum? • Not as long as you recognize this is part of an integrated program • Don’t throw the baby out with the bath water. • These digital platforms are not intended to replace person-to-person contact.

52. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Dan Dunlop, Principal Jennings Email: ddunlop@jenningsco.com Twitter: @dandunlop Linkedin: www.linkedin.com/in/dandunlop/ Blog: www.TheHealthcareMarketer.Wordpress.com Contact Information