Now it may be a bit of a reach but judging the habits of internet users as it relates to searching and accessing healthcare information, an assumption made is that similar patterns for searching pet health issue would follow. Unfortunately there appears to be no reported studies on internet usage related to pet health care. Despite the lack of direct information as it relates to pet health enquiries, the questions remains are Social Networking Sites (SNS) an effective marketing and management tool for healthcare in general and veterinary medicine specifically?
As background – approximately 62% US Households own a pet (about 71 million households). From the 2008 American Veterinary Medical Association Sourcebook - nearly 50% of owners considered their pet to be a family member and 48% considering pets to be companions. The demographics would indicate that a significant portion of the population and specifically internet user could be leveraging the media as source of healthcare/pet care information. Since we do not have numbers of pet owner utilization of SNS for accessing information on pet health issues, we turn to data available for healthcare in general.
In looking at “e-patients” as defined in Pew Internet to be internet users who research healthcare issues, we see that approximately 61% of internet users fit this category. Of those, 39% (or approximately 23% of all internet user) utilize SNS with Facebook, MySpace being the primary sites. The Pew Internet study1 further indicates that “only a small portion” of “e-patients” utilizes SNS as source for obtaining health related issue, following or posting health related comments.
A recent survey conducted by GreyStone.Net with a panel of (human) hospitals determined that 90% have or are actively monitoring social media sites, of which 60% have a present on Facebook and Twitter sites. The primary motivation for seeking a present was to attract new patients, along with supporting Community Relation, Customer Service, Employee Engagement and Crisis Management but only 12.5% of hospitals realizing some level of success. The article suggests that hospitals with a clear plan and marketing strategy (which is approximately 30% of the participating hospitals) are capable of achieving value in having a Social Media presence2.
Given the relatively few number (no exact figure indicated from Pew Internet), of “e-patients” using SNS for healthcare information, the fact that some hospitals have being successful in recruiting new patients is actually an important finding. The significant is every more impressive give that SNS have just recently achieved momentum and entering into main stream utilization. Significant growth has been demonstrated in just the past year as indicated by studies conducted by comScore3. In the one study it was shown that Facebook in 2009 has double it audience – now close to 112 million and is currently the 4th “ranked property” on the internet, accounting for 7% of all internet use. Additional comScore information indicates that the top three SNS in the United States are Facebook > 100 million; MySpace 70 million and LinkedIn at 30 million users.
What exactly are the effective tools to be a presence on SNS? The studies do not specifically address the success tools used and the caveat is that both GreyStone and comScore happen to be marketing and as well as research organizations (not releasing the tools of success within the studies). Assumption to effectiveness would be same as with other internet media sources (e.g. timely update, relative material, interesting stories and information written to intended audience).
In tracking success, a starting point is to at least establish a presents on the primary sites. Along with setting up the sites is the need to determining measuring tool to be employed.
At Atlantic Street Veterinary Hospital Pet Emergency Center, we began surveying clients in December of 2009 to determine drivers to patient visits. Now with nearly 3 months of data, the results are very telling. In the “How did you hear about us” surveys that we have performed, Internet represents our third highest resource used by clients in coming to our facility. This ranks behind direct referral from our local colleagues and previous visits but ahead of Yellow pages, site location and even “Word of Mouth/Friends and Family” referrals. Not know is the SNS impact as we have only recently created a Facebook connection as well as Twitter. This is certainly an area that we will closely watch and perhaps begin getting even more specific in our questions related to internet resource being utilized, as we see SNS gaining traction.
1 Fox, S and Jones, S: The Social Life of Health Information (June 2009) Pew Internet & American Life Project
2 Roberts A: New Numbers on Social Media [Web blog] (January 20, 2010) GreyStone.Net
3 Lipsman, A: 2009: Another Strong Year for Facebook [Web blog] (January 21, 2010) comScore Voices
Saturday, February 27, 2010
Thursday, February 18, 2010
Virtual Reality as an Educational Tool
As a component of course work with healthcare informatics, our class has been introduced to Second Life™. Briefly, this site is actually a virtual world where you are free to explore, create, experiment and experience life as an “avatar” or character of your choosing. Opportunities are available to “play” and participate in seeming limitless possible scenarios. The advantages and appeal to this outlet are privacy with ability to project a desired persona without inhibitions (my character is Frederick Serendipity). I was finally able to grow the beard, I always wanted, and walk around in sun glasses everywhere. The ability to fly is also very cool!
My original presumption and prejudice was that virtual reality sites represent just an extension or alternative outlet for social networking. For the most part, my experience confirmed this as a channel for expression. Within the public sites, you really do not know who you might encounter and where the conversations might lead – even had a chance to brush up on my German with a couple engaged in a romantic conversation and plenty of folks “dress” in PG-13 clothing. Apparently shopping and social encounters are the popular draw.
Now how does this all pertain to healthcare and specifically to the doctor-patient relationships? We will have to leave Fluffy (direct veterinary applications) out of the discussion but interestingly if you wanted to “morph” into a dog or cat that is possible.
In exploring the several health related sites namely Palomar West Hospital, Second Health London and Davis Island, an appreciation for Second Life™ as a training and education tool were readily apparent.
The ability to interact in a private manner – (you enter as an alias) lends characters the opportunity to explore and/or discuss issues that they might not feel comfortable bring up in the real world. Internet already provides this ability to purse information that might not otherwise be addressed. But Second Life offers the media to be more interactive and perhaps even greater ability for openness. My concern is that this can be a double edge sword in the fact that a trust issue has to be at play. It is difficult to confided in a setting where a person is not who they appear to be. Again this was my experience in dealing in public areas.
Visiting Davis Island provided a situation that I was more comfortable. As this was a private location and I “knew” the group that I was meeting, it was easier to be open to exchange information and ideas. This is significant as a possible resource for training, support groups and counseling (there is a veterinary application). As part of the island is a “hallucination” simulation which takes the avatar through experience of schizophrenia – my first visit was going though the simulation alone and must say was a bit disturbing.
Palomar West site is a sponsored (Cisco) virtual state-of- the art futuristic hospital – which highlights exciting opportunities in systems to improve patient deliver and enhance the overall hospital experience. At this site, I went through a virtual surgery and hospitalization. Again this visit illustrated opportunity to provide information and see application in as patient education as a pre-surgical tour to help reduce anxiety.
Second Health London provides a tour of health related topics. As the avatar walks through the streets of London, on the way to Polyclinic, they encounter various health issues such as stress, smoking, diet, hygiene. Hyperlinks are available on each of the subjects. Unfortunately I visit this site at 3am London time so needless to say, I did not encounter other avatars. One point that was interested is how engaged I was within the site. There was an accident with injured/non responsive characters and I spent 5 minutes trying to figure out if there was any action that I could “perform” to assist. It felt uncomfortable having to walk away without helping.
Overall my I would have to say my experience is mixed but certainly can see the attraction and potential opportunities to educate within this media. The class will continue to spend additional time at Second Life™ and perhaps will gain great understanding and applications.
My original presumption and prejudice was that virtual reality sites represent just an extension or alternative outlet for social networking. For the most part, my experience confirmed this as a channel for expression. Within the public sites, you really do not know who you might encounter and where the conversations might lead – even had a chance to brush up on my German with a couple engaged in a romantic conversation and plenty of folks “dress” in PG-13 clothing. Apparently shopping and social encounters are the popular draw.
Now how does this all pertain to healthcare and specifically to the doctor-patient relationships? We will have to leave Fluffy (direct veterinary applications) out of the discussion but interestingly if you wanted to “morph” into a dog or cat that is possible.
In exploring the several health related sites namely Palomar West Hospital, Second Health London and Davis Island, an appreciation for Second Life™ as a training and education tool were readily apparent.
The ability to interact in a private manner – (you enter as an alias) lends characters the opportunity to explore and/or discuss issues that they might not feel comfortable bring up in the real world. Internet already provides this ability to purse information that might not otherwise be addressed. But Second Life offers the media to be more interactive and perhaps even greater ability for openness. My concern is that this can be a double edge sword in the fact that a trust issue has to be at play. It is difficult to confided in a setting where a person is not who they appear to be. Again this was my experience in dealing in public areas.
Visiting Davis Island provided a situation that I was more comfortable. As this was a private location and I “knew” the group that I was meeting, it was easier to be open to exchange information and ideas. This is significant as a possible resource for training, support groups and counseling (there is a veterinary application). As part of the island is a “hallucination” simulation which takes the avatar through experience of schizophrenia – my first visit was going though the simulation alone and must say was a bit disturbing.
Palomar West site is a sponsored (Cisco) virtual state-of- the art futuristic hospital – which highlights exciting opportunities in systems to improve patient deliver and enhance the overall hospital experience. At this site, I went through a virtual surgery and hospitalization. Again this visit illustrated opportunity to provide information and see application in as patient education as a pre-surgical tour to help reduce anxiety.
Second Health London provides a tour of health related topics. As the avatar walks through the streets of London, on the way to Polyclinic, they encounter various health issues such as stress, smoking, diet, hygiene. Hyperlinks are available on each of the subjects. Unfortunately I visit this site at 3am London time so needless to say, I did not encounter other avatars. One point that was interested is how engaged I was within the site. There was an accident with injured/non responsive characters and I spent 5 minutes trying to figure out if there was any action that I could “perform” to assist. It felt uncomfortable having to walk away without helping.
Overall my I would have to say my experience is mixed but certainly can see the attraction and potential opportunities to educate within this media. The class will continue to spend additional time at Second Life™ and perhaps will gain great understanding and applications.
Tuesday, February 2, 2010
Role of the urgent and emergency care hospital
My background is in both general practice and emergency care. Since the inception, urgent care has been a part of our basic philosophy. A concern, question have you, is whether our business model is in direct conflict of our referring hospitals, which we have look to as not only clients but colleagues? The reality is that a vast majority of the services we provide can be accomplished at a primary care facility. What separates us from general practice is often simply a matter of convenience or need by the client.
Patterns of competition have been defined as progressing with time. As services become “more efficient, functional and reliable” – that is when services are deemed more than adequately covered by all providers, then the measure of QUALITY becomes “defined by convenience, speed and responsiveness.” Further stated, “Every job has functional, emotional and social dimensions.” Client service is centered on the ability to deliver upon the needs and expectations of the client. Companies that success, are ones that can match the needs of these specific “dimension”1.
Are we competing? Or is our role is to meet a demand and expectation for service? Technology and innovations such as in-house diagnostic laboratory tests, assays, improvements in surgical techniques and imaging are all leading to leveling the playing field with management of many disease conditions. This holds true for general practices, emergency care, specialty and tertiary care facilities.
From the emergency hospital perspective: We do not operate as an “emergency only” facility, as this is really not a defined statement. What is an “emergency?” Look to human medicine, a significant portion of what is provide is indigent care, service for people who have no primary care doctor and folks with immediate needs – are all (or any) of these cases emergencies? The services we provide matches our human counter-parts – receiving strays, clients in financial hardship and folks that are seeking immediate care make up a reasonable amount of our caseload (comes with the territory)
As has already been stated, much of what we (emergency hospital) offer is a matter of meeting an immediate need and certainly supporting client concerns (addresses the functional and emotional dimension).
Clients call us because they have a need. Perhaps they have already called their “regular” doctor and have been referred to us because no appointments are available or the referring hospital has determine that we are best equipped to meet that particular need. We have an obligation to supporting the need and accommodation the request to the best of our ability. The benefit that we offer to our colleague is a line of communication back to the referring hospital and support in assisting client when the primary doctor is not available.
1From: Innovator’s Prescription, Christensen, CM et al 2009, McGraw-Hill, New York Chapter 4 on Disrupting the Business Model of the Physician’s Practice
Patterns of competition have been defined as progressing with time. As services become “more efficient, functional and reliable” – that is when services are deemed more than adequately covered by all providers, then the measure of QUALITY becomes “defined by convenience, speed and responsiveness.” Further stated, “Every job has functional, emotional and social dimensions.” Client service is centered on the ability to deliver upon the needs and expectations of the client. Companies that success, are ones that can match the needs of these specific “dimension”1.
Are we competing? Or is our role is to meet a demand and expectation for service? Technology and innovations such as in-house diagnostic laboratory tests, assays, improvements in surgical techniques and imaging are all leading to leveling the playing field with management of many disease conditions. This holds true for general practices, emergency care, specialty and tertiary care facilities.
From the emergency hospital perspective: We do not operate as an “emergency only” facility, as this is really not a defined statement. What is an “emergency?” Look to human medicine, a significant portion of what is provide is indigent care, service for people who have no primary care doctor and folks with immediate needs – are all (or any) of these cases emergencies? The services we provide matches our human counter-parts – receiving strays, clients in financial hardship and folks that are seeking immediate care make up a reasonable amount of our caseload (comes with the territory)
As has already been stated, much of what we (emergency hospital) offer is a matter of meeting an immediate need and certainly supporting client concerns (addresses the functional and emotional dimension).
Clients call us because they have a need. Perhaps they have already called their “regular” doctor and have been referred to us because no appointments are available or the referring hospital has determine that we are best equipped to meet that particular need. We have an obligation to supporting the need and accommodation the request to the best of our ability. The benefit that we offer to our colleague is a line of communication back to the referring hospital and support in assisting client when the primary doctor is not available.
1From: Innovator’s Prescription, Christensen, CM et al 2009, McGraw-Hill, New York Chapter 4 on Disrupting the Business Model of the Physician’s Practice
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