Posts Tagged ‘#hcsm’

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To Fail is an Option, but Failure is Not

June 2, 2011

Once again, so much focus has been placed on how those in health care (doctors, nurses, etc) are failing when it comes to social media. Mistakes are being made and those who make them have been publicly vilified for their actions.

Mistakes happen. But what you do with those “fails” is what can make you, not break you.

I was out for a run the other day (just completed a half-marathon and will start training for Chicago Marathon in October – my first – yikes!) and was thinking of what to blog about. (@GiniDietrich beat me to the punch with her post, but here’s another take on it). Even though I was having a great run and not failing in the least, the topic came up mainly because of the time of year.

Every spring I hear about prom and think back to my socially awkward youth and my absence of a prom. That in turn, led me to think about other failures I had experienced and my response. I went to a very competitive high school and I tried out for the speech team my sophomore year. Yes, I thought it would be fun to present speeches in competition (see above note of “socially awkward youth”).  I did not make the team but I tried out again my junior year. Again, I did not make the team but ended up as an alternate due to the coach’s sympathy. I went to EVERY practice and EVERY tournament when most of the time I did nothing but observe. Due to my persistence and dedication I ended up making the “real” team my senior year and received an award at the end of the season and had all my teammates cheering me on. It was the best feeling to have to acknowledgement of never giving up.

It’s not about the failure, it’s how you respond to it.  So to those out there like *@mommy_doctor, don’t give up as the reward is down the road.  I am SO not a quote person, but one of the two that inspire me is “A man can fail many times, but he isn’t a failure until he gives up”.

*she has unfortunately disabled her Twitter account and made her blog private. If anyone with access can pass this on to her, I would be grateful.

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Don’t Get Freaked out by Social Media and Patient Privacy

April 28, 2011

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Please sound the alarms.  Another story burst to the surface of the ocean of online news the other week about another health care worker divulging health information about a patient via Facebook.  This time is was in Rhode Island.  It seems that anytime something like this occurs, the media is there to jump over the privacy issue.

All I can say to health care organizations:  Don’t freak out.

Yes, it was a lack of judgment of the part of the doctor (as is most of the time) and it was not cool to post details (although the doctor probably assumed they were vague enough).  Don’t let these horror stories scare you and your organization from using social media.  Instead of the negatives, focus on what you CAN do with social media.

  • You CAN use your patient stories that are consented upon.
  • You CAN use comments from others to connect and interact with.
  • You CAN use a story like this to highlight that your organization has a clear *social media policy for employees and you take it very seriously.

So let’s stop getting freaked out when stories like this happen.  They will most likely continue to happen.  Take the time to focus on what you can do and more forward.

*If you need help preparing your organization’s social media policy for employees, give Sparkfire Marketing a shout out.  We’d be glad to help.

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Communicators Need to Keep SaferProducts.gov on their Radar

January 26, 2011

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When I first heard about product review site SaferProducts.gov on NPR, I thought it was a great idea.  I  love to research items and enjoy hearing the praise/complaints before experiencing them on my own (currently now kicking myself on why I didn’t research before purchasing an iPod docking station, as it has decided to go awry after one month. Grrr.. ).  And with the federal government penning this site, I would give it more credibility than any celebrity endorsement. Although not until I read the story Marketers, Meet the Feds’ Very Own Yelp from Advertising Age did I truly think…”What if medical device complaints will be lodged on this new database?”  And the bigger question, how will manufacturers respond?

About SaferProducts.gov

Now typically, issues with medical devices are reported to the FDA in a private manner.  You fill out their online form and send them the information and that’s that.  It’s a one way transaction and what you wrote is not posted anywhere. With this new site, http://saferproducts.gov, you are able to see the complaints of others on a product.  This is going to bring up a new concern for communication departments in companies.  How should respond to complaints in this type of forum?  I am curious to know if they are going to funnel those complaints into the private site -and- how they will keep the categories from bleeding together?

What should communicators do?

1.) Register your business on the site and you will receive emails when someone files a report and, more importantly, gives you an opportunity to respond to the report online.  I find the aspect of being able to respond online a tremendous resource and gives way to open up the issue.

2.) Make this a chance to bring the issue/answer to your own website.  Steer those looking for your response using appropriate links to your website and your information.  Home field advantage rules.

3.) Listen. The site is currently in a soft launch function.  You can leave comments, but they will not be viewable, nor will they become viewable until the official launch in March 2011.  With sites like Yelp out there, people are getting used to the idea of heading to the internet to voice a complaint. Because people are talking on new site like this, communicators need to be listening there too.

What do you think of the new website?  Do you think it will be used as a credible resource for reporters gathering information or just another product review site?

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Is your brand like Auld Lang Syne?

December 28, 2010

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When I was in my early twenties (those crazy days!) I would celebrate New Year’s Eve in the basement of my dear friend’s house.  It was always a lively group, with the excitement culminating in the minutes up to the new year.  To musically mark the occasion, we would always sing Auld Lang Syne.  Do you know the words to that song?  We sure didn’t.  At least beyond the first lyric, “Should old acquaintances be forgot and never brought to mind?”  But in our excitement and sometimes less than sober minds, we would sing (very loudly) the same phrase over and over, pretty much filling in the rest of the song with “na na na na na”.

I think it is pretty common to not finish the song, since most people don’t know the words.  My goal this year: learn the words and finish the damn song.

What is my point?  My point is that some marketing plans just scream out the same message the same way and think people are listening.  Medical practices typically offer a wide variety of services and they can get stuck in how to promote ALL of them.  By ignoring all the other lyrics (you can think of lyrics as services), you are limiting yourself in what the song (the medical practice) really means. Or worse, you plan your marketing around the belief that people know what your services are.  Take the time in some areas to explain what you offer (in simple language) using various mediums.

In short, don’t let your brand become like Auld Lang Syne…something that people may know of, but not really know what stands behind the tune.

A sincere Happy New Year to everyone and I hope 2011 brings you good health, success and happiness.

-Karen Rocks

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Five Ways to use QR Codes in your Medical Practice

December 3, 2010

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QR codes, or Quick Response codes have been slowing popping up like little black and white  boxy barcodes in magazine, direct mail and sales ads.  They are used heavily in Japan and are starting to make a showing in the U.S.

By scanning these codes with a smart phone, it can instantly provide the person with more information.  These two dimensional codes are a great way to connect a person from a print or static medium to an active interface, such as a website, a YouTube video or any other type of interactive media.

What’s a QR code look like?
qrcode

(Go ahead, you know you want to scan it!)

There are a bunch of sites where you can create your own QR code. I like qrcode.kaywa.com the best.  As for QR readers for your smart phone, there are several as well.  I use this one from TapMedia and it seems to do a pretty good job for a simple task.

So how can my medical practice use QR codes?

1.)  Print Newsletters/Direct Mail – If you are still doing print anything… newsletters, direct mail, brochures, here is a dynamic way to provide more information in just about any format.

2.) Explaning Procedures and Surgery – I am a visual person, I need to see something to understand it.  That’s why using QR codes for links to video explaining surgeries and procedures are perfect for visual learners.  In turn, the videos may lessen the amount of questions a patient may need to ask, lessening the office time of the patient and doctor.  Put a small code on any handout or diagnosis sheet for a take-home, take-away.

3.) Physical therapy – Many times written instructions are given for physical therapy exercises.  They sometimes can be hard to understand, but add a QR code that links to a video demonstrating these exercises and you have taken away the doubt on what they need to do.

4.) Business cards - Every doctor has a business card, but who can have video or a direct link to their website?  Stick a QR code on the back and you have just given patients and associates easy access to more information.

5.) Seminars/Speaking – If you are active in your community with talks and presentations, include one in your presentation, both on the slides and handouts.  It’s a fun and easy way to add more info, without killing more trees.

These are only five ways to use these codes, the possibilities are really endless – I have even seen them on billboards and t-shirts.  

Do you use QR codes in your health care practice and in what creative ways do you use them?

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Cracking the Twitter Code: Healthcare Hashtags

October 27, 2010

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#hcsm  #hpm  #hhs

What do these mean and can my Little Orphan Annie Secret Society Decoder Pin crack these codes? (Answers are at the bottom)

As if joining a social network like Twitter wasn’t intimidating enough for some people,  it even has its own language.  These come in the form of hashtags.  Hashtags (#) are a way to group similar tweets about a certain topic.  It is useful for those seeking information on a topic, as you can then scan a whole stream of tweets about that topic.  With health care being an enormous topic, the hashtags have really gotten out of control.  Even I have to look up some of them at times because they are so obscure.   This week,  I came across this incredibly handy and straightforward guide that tells you what hashtags are currently being used – and what they mean (Great job putting this together with your team, Thomas Lee (@tmlfox).

What are your “favorite to follow” hashtags? I’m a big follower of #hcsm and #hcmktg and like to browse others as well.  Do you think there are too many hashtags now?  Are they losing their effectiveness or it is just recycling the same information over, just via a different hashtag?

Answers:
#hcsm – health care social media
#hpm – hospice and palliative medicine
#hhs – health and human services

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Timing Your Medical Practice’s Jump into Social Media

October 13, 2010

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Do you remember the jump rope game called “Double Dutch”?  It is where two people twirled two extra-long jump ropes and you had to perfectly time your jump into the game.  As a kid, I was terrible at this game…I always seemed to time it wrong and got smacked in the head by the rope.  Coordination is not only something needed on the playground, but in marketing as well.

Social media is one realm that requires proper set-up, timing and execution to work in your favor. So what is proper set-up? In this video I talk about the three key aspects that need to be in place before a medical practice or health care organization integrates social media into their marketing plan.

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How to Build Social Media into a Health Care Practice

September 28, 2010

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Hesitant, leery, cautious…just a few words that sum up many health care providers’ thoughts about incorporating social media into their marketing plans.  Like medicine itself, I think many doctors like to have the data, case studies and trials done before jumping into a new territory. For health care organizations I like to provide them with the above mentioned items, along with some information on how social media is working for private practices.

In the September issue of Optometric Management, I was honored to be included in their cover story about how practices can use social media and what doctors themselves are doing to connect with their patients. It illustrates ways to adopt and maintain social media plans for optometrists, but can be broadly applied to most specialties.

What other ways can you build social media into a health care practice?

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Happy 2nd Anniversary to…well, me

August 17, 2010

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This month marks the 2nd year anniversary for Sparkfire Marketing.  Yeah team…well, okay yeah me.  Instead of putting a lame-o graphic of a birthday cake or stating my birthday wishes/hopes/dreams/load of crap for the year,  I thought I would take a moment to post what I have learned through the past two wonderful years.

Since most marketing/PR people enjoy catch phrases and cutesy motivational quotations (if not then why is Twitter filled with them?) I thought I would share what I have learned in quote form.

So what I have learned?

“You get out what you put into it.” Not really.  There have been times where I wrote a blog post and really no one read it.  Not even my own family.  You can pour your heart and soul into a project for a client and then whoops, that project takes a turn and it’s gone.  Budgets come and go.  But there are times when you put work into a project, the heavens open up, angels strum their harps and everyone is singing their praises like the Von Trapp family.  That is what makes it worth it.

“Having your own business is rewarding.” Um, it’s really kind of hard.  No one can deal with the crap but you.  You always have work on your mind and your personal time gets constantly invaded with work related items.  But you know what, no one can take the accolades but you.  For me, the rewards outweigh the headaches.  That is what makes it worth it.

“Life has no limitations, except the ones you make.” Sorry, but life does have limitations.  Unless you are playing the actual game of Life and can use the phony money, I know that money is a large limitation in a business that is just starting up.  And let’s face it, most of us work because we need to earn a living.  But you know what you do with an empty bank account?  You stop complaining, suck it up and make the most of what you do have – resources.  These can be people, prospects, research, time, dedication and ways to empower yourself.  Arm yourself with resources and let them help you build your bridge to financial security for your business.  Once money stops becoming a large concern you can focus on what you want to, the clients you want to…and that is what makes it worth it.

“Just because you are a one-man show, doesn’t mean you have to a be a one-trick pony.” Okay, this last quote is one I made up.  For those who are in a solo business, it is crucial to keep educating and learning from others.  There are so many facets of marketing/PR/social media out there that are evolving every day.  To stay competitive you need to learn as much as you can in your area of expertise.  Don’t be content with one aspect of your job (I am so guilty of that).  I have learned you need to challenge yourself and see what you are capable of.  That’s where the real reward is…in finding your potential and achieving your goals…and that is what makes it worth it.

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Why I am Keeping my Eye on Mayo Clinic’s Social Media Center

August 9, 2010

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With the news of the Mayo’s Clinic’s new Social Media Center unveiled last week, it has garnered mixed reviews.  Ask anyone what their first impression of the Mayo Clinic is, and I am sure you will get a very positive response, as Mayo is known for being the best in health care in the US.  Even though they have done an outstanding job in their social media presence, one that is at the top of  the health care industry, are they betting their positive reputation in health care will transcend over to social media expertise?  That’s an interesting jump.  And I like it.

I like that health care is taking risks in the business world and testing out new marketing ideas.  This keeps the industry fresh and challenged, two concepts that are truly needed in many private practices.  In my opinion, health care has been more conservative than it needs to be and social media can offer a little dynamics.

I am very interested to see where this project will go and who it will truly benefit.  I see the appeal to large hospitals who feel that they would benefit from the multiple angles and various outlets and can relate to the scope and specialties of Mayo.  However, for the independent physician or small practice, I see the intimidation of Mayo as being a negative aspect and extremely overwhelming.

What do you think about this new center?  Is Mayo taking on too much or expanding the world of health care marketing?

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