Social media has seen rapid growth, but healthcare, a highly regulated and sometimes conservative industry, started as a somewhat reluctant player. Challenged with the need to comply with HIPAA guidelines as well as FDA marketing policies--even before the agency had addressed social media--healthcare organizations and their audiences were left to figure it out as they went along.
Led by some smart innovators, social health emerged in 2010 as a force to be reckoned with. Still, there have been missteps as well as successes, and many questions remain. Chief among them is the ethics of social media in healthcare, and how transparency may or may not be the ultimate cure-all. Two social health advocates--a leading social health consultant and an executive from one of the nation's premier hospitals--will lead an interactive discussion to explore the multifaceted challenge of social-powered ethics in healthcare.
Some of the topics they'll tackle include the birth of the fPatient, the over/under on disclosure, the friendly ghostwriter, and turning regulatory and legal into champions. Attendees will help shape the conversation and walk away with actionable strategies to apply to their social media efforts.
by DJ Edgerton
Could you save a life in 140 characters? That was the challenge put to the development team at Zemoga, a leading interactive agency. Using the Twitter API they created Follow Me, a Twitter app that connects patients, doctors and caregivers. While many pharma and healthcare companies have grappled with how best to use social media, firms like Zemoga have taken it to the next level by focusing on the patient first. Follow Me lets disease state sufferers update physicians, family members and other caregivers on their health states as easily as tweeting about Justin Bieber or last night's baseball game. An easy to use interface let's them select an emotional or physical state and it's sent out to a private Twitter network made up of followers that have been authorized by the patient. Doctors can view all of their patients statuses through a customized dashboard and follow up with the ones who've expressed a negative emotional or physical state. They can ask questions about physical conditions, compliance with drug prescriptions, and other highly relevant and personal subjects. Family members and caregivers can also check in, monitoring conditions and sending reminders to patients about diet, compliance or other healthcare related matters. While a Follow Me demo will form the heart of the presentation, we want to encourage a discussion about how pharma/healthcare can move beyond the current "mass market" approach to patient communication and engage individuals using social media.
11th–15th March 2011