By Evgeniya Jung

If somebody told me just some years ago that hospitals would soon be using social media as a means to advertising their services and communicating with potential patients, I would be pretty surprised. However, big social media platforms deservedly earned their popularity in the healthcare sector due to their effectiveness in connecting those who provide healthcare services with those who are searching for them.  It is true that in many countries hospitals still don’t view powerful social platforms like Twitter or Facebook as a communication tool between a potential patient and a hospital. But the fact remains: In many countries it has proven to be effective and lucrative for hospitals to use social platforms, also due to significant changes to the health insurance system in Switzerland over the years and the need for hospitals to prove their function as an economic enterprise, using the structure of Swiss Diagnosis Related Groups, the Swiss version of a fee-per-case system.

But not only hospitals can use social media to their advantage.  Patients can also benefit from the use of social platforms in order to convey their wishes to those, whose services they might be using later. Being a frequent guest in hospitals due to diabetes and gaining deep understanding through my experience about how medical insurance, health centres and hospitals work, I took interest in the subject of hospitals’ involvement on social media. I am going to analyse the use of social platforms by some hospitals in Switzerland in order to show what catches an eye of a patient and what she or he expects from a hospital to publish on its page.

Sharing experience, seeking advice

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First of all, it is very important for a patient to be engaged in conversations with other people, especially with those who face the same difficulties with health. Sharing experience and seeking advice is an important part of the interaction between patients and doctors or other patients, who went through the same troubles. This kind of interaction on social media can be encouraged by letting patients speak on camera about their experience through an interview (for sure, if the patient himself agrees to share his story) or letting them leave reviews and comments on social platforms.  It is also advisable to let patients speak openly about their experience at the hospital, no matter if good or bad. I found it very nice that hospitals like the Universitätsspital Zürich or the Klinik Hirslanden are answering politely on Facebook to all kinds of comments from their patients and trying to solve conflicts with all possible means. It helps show people that their opinion matters and that measures are undertaken to improve the level of satisfaction with the services.

Information and trust

hospital_social_media_2

The second thing that is greatly appreciated by patients is the publication of educative videos and articles on the page of a hospital. I have found loads of informative articles on diverse health problems on the pages of different Swiss hospitals. However, the quality of content varies greatly. The best work done so far in this direction is the videos from the Klinik Hirslanden on YouTube. Their videos are very informative, helpful and comprehensible. It is essential to remember that most patients don’t have medical education and they shouldn’t get a feeling like they don’t understand what they are reading or watching. The information has to be easily interpreted and put in simple words so that even children can understand it. In this way hospitals can make connections between patients, create a friendly and caring atmosphere and build credibility and trust.

Concern and care

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Another important thing that patients value greatly when it comes to relationship between hospitals and patients is the demonstration of concern and care for other people. One of the ways to show on social media that your team at the hospital is not indifferent to the suffering of others is by posting news about different humanitarian campaigns and encouraging those who are interested and want to help to take an active part in volunteering work. I found it touching, when I discovered a link on the Facebook page of the Stadtspital Waid in Zürich to a project that a group of doctors organized in order to help establish basics for accident surgery in Tanzania. The Stadtspital Waid reported about their trip and the work the doctors are doing there. It is a great way to show support for the people who have no access to good medical care and social media can help build awareness and sympathy.

Since social media platforms are gaining popularity not only among private internet users, but also in business, it is only left to say that every hospital that wants to ensure its further success and development needs to consider being active on social platforms. Many hospitals in Switzerland are moving in the right direction, providing all the information needed for the patients about the hospital itself and its services. It allows building a bridge between a patient and a hospital, because communication is the very first and most important step in promoting mutual cooperation and trust between the two parties.

Are you a hospital or another institution in the healthcare system? Do you want to raise the attention of your stakeholders and improve communications to (potential) patients, medical doctors etc.? Then we might be able to help you.
Yes, I want to learn more about social media in healthcare

Sind sie für ein Spital oder eine andere Institution im Gesundheitswesen tätig? Wollen Sie die Kommunikation mit Ihren Stakeholdern wie (potentiellen) Patienten, Ärzten und Mitarbeitenden verbessern? Gerne helfen wir Ihnen dabei.
Informieren Sie sich bei uns über Social Media im Gesundheitswesen

(Services are available in German and English / Unsere Dienstleistung sind in Deutsch und Englisch verfügbar)

Picture sources:

https://radiantmarketingaz.com/6-dos-donts-healthcare-social-media-marketing/

https://www.linkedin.com/pulse/20141123074833-37618139-social-media-in-healthcare

http://blogs.aspect.com/improving-customer-engagement-in-healthcare-organizations/

On September 9th 2014, Apple CEO Tim Cook detailed the company’s latest breakthrough product, “Apple Health”. It was proudly paraded promising the most comprehensive digital tracking of an individual’s health and wellbeing. From monitoring sodium intake to recording sleep cycles, it was tipped as a world’s first in its absolute breadth of tracked health data metrics. A game-changer in personalised healthcare, it aimed to empower users with vital information that informed better decision-making in lifestyle choices. Glaringly, Apple chose not include the tracking of menstruation in its comprehensive metrics; an exclusion that was pounced on by critics worldwide as a neglect of women’s healthcare. It has since rectified this oversight, and included fertility forecast and menstruation in its list but it still begs the question: how did a global tech company build a product, and forget about the needs of half of the world’s population?

Create what you need

The list of top health concerns that women have versus men reads very differently. Women are concerned about health issues such as breast and cervical cancer, maternal and reproductive health, depression, and violence against them (especially physical and sexual violence). Men on the other hand, are concerned about heart attacks, cancer, weight gain, and strokes. This difference in perspectives carries over into the discussions held by tech talent within the digital healthcare space, and ultimately determines which product gets made first (or at all).

women digital art antenna television wires cloths show

With the tech industry disproportionately male-dominated, women usually form the minority at these discussions. At Google, only 17 percent of its tech talent are female. At Facebook, it is 15 percent. As a result, there continues to be a lack of focus on addressing women’s needs in digital healthcare. With women not part of the conversation during the development process, it is then unsurprising that there are limited apps built focused on women’s healthcare.

Building digital products for women

In fact, an audit of women healthcare apps available found that 80 percent of these apps tracked fertility and menstruation cycles. This greatly overlooks the breadth of women healthcare needs that can potentially be addressed digitally. With more women and girls encouraged to enter the tech industry (and nurtured to pick up coding), this potential can finally be unlocked.

The Clue app for example, was created by co-founder Ida Tin and provides a more nuanced approach at tracking fertility and menstruation cycles for women. Its expanded feature set includes tracking PMT-related (pre-menstruation) symptoms like low energy level and moods – symptoms that continue to baffle the majority of men worldwide.

In Mumbai, a group of girls aged between eight and sixteen years old picked up coding through an innovation slum project, and created mobile apps that addressed women safety, access to water and education – issues that affect women more than men. In particular, the app “Women Fight Back” tackles women’s health concern of violence against them through features such as distress alarms, location mapping and emergency contacts.

Happy creative businesswomen using laptop together in office

The future of digital healthcare

The gender gap within the tech workforce is decreasing, with more girls and women formally or informally getting trained in tech. The progress however continues to be slow, so it remains to be seen to what extent women’s healthcare will be represented within digital tech. Ultimately, to create the best healthcare products, digital or not, it is important that the perspectives of men and women (and to expand it further, those within the LGBT communities) are equally included in the conversation and heard. With more women in technology, there is an opportunity that instead of being confined to the role of “consumer” and “user”, women will ultimately be able to create digital healthcare products personalised to their needs.

Do you wanna know how women can rock tech, discuss about it and get to know the code girls? Save your ticket for our next event in Zurich at the Impact Hub: http://healthinar-codegirls.eventbrite.de

Aisha Schnellmann is a Singaporean native who spent four years recently working within an international philanthropic foundation. A sociology graduate from the National University of Singapore, she was as often at the floating villages of Cambodia conversing with beneficiaries, and the boardrooms of multi-national companies, speaking with executives and donors.

Currently based in Zurich, her interest in digital healthcare grew from the conversations she had with committed medical staff in rural hospitals in Asia, who remain hard-pressed with the technology available to them.

Fotos sources
http://inform.tmforum.org/tag/women-of-the-digital-world/
http://www.stockunlimited.com
http://wallpaperswa.com/Art_Design/Digital_Art/women_digital_art_antenna_television_wires_cloths_show_1500x1077_wallpaper_73816

From 10th to 12th May 2016 the 7th edition of Health 2.0 Europe will be back in Barcelona. Ready to reshape digital healthcare, the fascinating venue comes along very internationally, with healthcare actors from all over the world, showcasing more than 50 live demos on stage. We asked Aline Noizet, one of the organizers of the conferences at Health 2.0 Europe about the objectives of the upcoming event and her engagement at the Bayer Grants4Apps® Coworking in Barcelona.

Aline, what makes the Health 2.0 movement so special and how does the upcoming Health 2.0 Europe conference in May 2016 differ from the many other venues about digital healthcare?

Health 2.0 conferences are very international, very hands-on and with a special focus on digital health startups. We believe that they will lead the way into the future of healthcare.

Aside from our 7 international conferences taking place once a year (US, Europe, Latin America, Middle East, India, Japan, Korea), we are spread around the globe with nearly 100 local health 2.0 chapters. And that’s very much reflected in our conferences: Our speakers and demoers on stage are from many different countries and we make a point in bringing diversity on stage in order to have an overview of what’s happening in the different countries, bringing different perspectives and sharing best practises.

We bring together different actors of the digital health ecosystem in order to improve the way healthcare is delivered through innovation and new technologies

In Health 2.0 Europe in May, you will be able to see more than 50 live demo on stage – 4min presentations where companies are demoing their solutions from a user perspective. No slides no video.

If you want to see how healthcare is being reshaped through innovation and new technology, mingle with international digital health champions who are shaking the system, investors interested in digital health projects, then Health 2.0 Europe is the place for you to be.

Which topics and issues will be discussed at the congress?

This year we really want to focus on bringing digital health champions. We don’t want just talks, we want action. We don’t want just predictions, we want experiences, results and outcomes.

In order to do that, we will be bringing on stage those who are shaking things:

  • Empowered physicians and nurses who are using digital tools in their daily routine
  • Investors who have been investing in digital health projects this past year
  • Successful entrepreneurs whose solution is improving efficiency, reducing costs and proved to be a positive return on investment.
  • Insurance companies that are reimbursing apps or medical devices
  • Empowered patients who have become CEO of their own health
  • Companies who are collecting and analyzing data, leading to better decision making
  • Governments who are references in adopting and implementing new technologies
  • Pharma companies who have found a solution in digital health in the ‘beyond the pill’ challenge

We are also preparing some thematic hands on sessions, which promise to be a great source of information, knowledge and entertainment. More information will be published soon on our website.

Which digital health champions are a must-see?

It’s complicated to pick some, as the champions who will be at the conference, on stage or in the audience are all really inspiring champions in their own way.

Patients like Domingo Escudero o Nuria Zuñiga are great examples of empowered patients who are not only using digital tools to manage their own chronic disease but also to help others.

Another inspiring champion is Rafael Grossmann, the surgeon who carried out the 1st surgery using Google glasses. He will be on stage to share his experience as a pioneer using new technologies and especially Augmented Reality tools. He will also share some insights on the new Google glass project.

Without a doubt, our other keynote speakers Esther Dyson,reference in US in digital health and investor in various digital health related companies, Julio Mayol, digital health reference in Spain,Pēteris Zilgalvis head of ehealth and innovation at the European Commission and Damien Marmion, head of digital at AXA will bit great source of inspiration too.

You are not only a passionate health innovator but also the program manager of the Bayer Grants4Apps® Coworking in Barcelona. What is this place offering for startups?

Grants4Apps® is a very exciting project and very much aligned with Health 2.0 vision, as it is bridging the gap between startups and big industry companies. It is part of Bayer’s global open innovation approach, which includes a number of successful crowdsourcing and co-working initiatives. It started in Berlin 3 years ago as a 3 month accelerator program and was brought to Barcelona last year in a slightly different format. The idea is to support and incubate digital health startups with promising projects and get more involved in the digital space which will without any doubt play an important role in the future of the pharma industry, especially in the ‘beyond the pill’ challenge that pharma are facing.

We always see Pharma as being the ideal target customer because they are said to have money, but Pharma can actually be more partners than customers. That’s what Grants4Apps® is proving.

Bayer has been pioneer in collaborating with startups and an early supporter of Health 2.0.

Arbeitsrecht

Die Nutzung von Social Media Kanälen von Grossunternehmen über Behörden und Verwaltungen bis hin zu KMU’s in der Schweiz nimmt von Jahr zu Jahr zu. Die Nutzung von sozialen Netzwerken kann jedoch auch zu arbeitsrechtlichen Problemen führen. In der Donnerstagsrunde vom 4. Februar 2016 an der HWZ in Zürich gab der Vortrag von Frau lic iur. Gabriela Baumgartner, LL.M einen Einblick in diese arbeitsrechtlichen Aspekte. 

Gabriela Baumgartner arbeitet als Juristin und Journalistin beim Schweizer Radio und Fernsehen. Zudem ist sie Redaktorin der Sendungen “Kassensturz” und “Espresso” und Dozentin an der Hochschule für Wirtschaft in Zürich. Durch Fälle aus dem Alltag ist der Vortrag vom 4. Februar entstanden.

Da Social Media von immer mehr Unternehmen genutzt wird, stellen sich auch immer mehr arbeitsrechtliche Fragen. Ist die Nutzung von Facebook während der Arbeitszeit zulässig und in welchem Umfang? Welche Äusserungen auf sozialen Plattformen könnten heikel sein? Welche Rolle spielt dabei die Meinungsfreiheit? Einen weiteren wichtigen Punkt stellt das Veröffentlichen von Bildern dar. Wann berührt ein benutztes Bild ein Persönlichkeitsrecht und welche arbeitsrechtlichen Konsequenzen kann schliesslich die Nutzung von sozialen Netzwerken nach sich ziehen?

Die private Nutzung von sozialen Netzwerken während der Arbeitszeit ist grundsätzlich zulässig. Dies halten die EMRK (Europäische Menschenrechtskonvention) und verschiedene Bundesgerichtsentscheide fest. Dabei hat der Arbeitnehmer den Anspruch während der Arbeitszeit private Tätigkeiten erledigen zu dürfen. Dennoch wird dem Arbeitgeber eine Regelungskompetenz durch das Obligationenrecht zugewiesen. Dabei kann der Arbeitgeber dem Arbeitnehmer verschiedene Weisungen angeben, wie er sich am Arbeitsplatz zu verhalten hat. Diese Weisungen sind je nach Unternehmen verschieden und auch unterschiedlich streng angelegt. Es kann also festgehalten werden, dass eine private Nutzung von Facebook, Twitter & Co. zulässig ist, aber der Arbeitgeber sich an die Weisungen des Arbeitgebers halten muss.

Auf sozialen Netzwerken werden täglich Äusserungen gemacht. Dabei muss aus arbeitsrechtlicher Sicht berücksichtigt werden, dass gewisse Äusserungen nicht getätigt werden dürfen. Trotz der Meinungs- und Informationsfreiheit der Bundesverfassung darf man im Namen des Unternehmens nicht alles äussern. So können zum Beispiel rassistische Bemerkungen strafrechtlich verfolgt werden.

Die Kommunikation via Social Media funktioniert heute stark über Bilder. So veröffentlicht beispielsweise die Kantonspolizei Zürich Bilder von gesuchten Straftätern und bittet die Bevölkerung um Hilfe.

Auch im Gesundheitswesen werden soziale Netzwerke stark genutzt, um Interessierte mit laufend neuen Informationen zu versorgen und potenzielle Patienten von einem Konzept zu überzeugen. Auch Nutzen immer mehr Ärzte soziale Netzwerke, um sich mit anderen Ärzten austauschen zu können. Ein schönes Beispiel stellt der Twitter-Auftritt des Universitätsspitals Zürich dar. Jedes Unternehmen in der Gesundheitsbranche muss dabei darauf achten, was geäussert wird und welche Bilder hochgeladen werden.

Ein spannendes Beispiel eines Arztes hat zu einem interessanten Fall geführt. Der betreffende Arzt wollte sich mit anderen Ärzten auf Facebook bezüglich eines Röntgenbildes einer Patientin austauschen. Dafür lud er ein Röntgenbild der betreffenden Patientin auf Facebook hoch und vergass dabei, den Namen auf dem Röntgenbild zu löschen. Welche arbeitsrechtlichen Aspekte können hier nun aufgezeigt werden?

Zum einen hat der Arzt das Persönlichkeitsrecht der Patientin verletzt. Dies wird durch den Art. 28 im ZGB geregelt. Dabei muss die abgebildete Person der Veröffentlichung des Bildes zustimmen. Dies konnte die Patientin nicht. Zum anderen könnte diskutiert werden, ob der Arzt gewissen Weisungen des Arbeitsgebers nicht gerecht worden ist, indem er das Bild veröffentlicht hat und eine Treuepflichtverletzung vorliegt.

Das Nutzen von Social Media-Plattformen ist eine neue Art der Kommunikation und Meinungsäusserung mittels Text und Bild und stellt die Nutzer einerseits vor neue Möglichkeiten, aber auch vor neue Probleme. Nicht alle Äusserungen können problemlos getätigt werden und nicht jedes Bild sollte auf soziale Netzwerke hochgeladen werden. Um arbeitsrechtlichen Konsequenzen ausweichen zu können, sollten die neuen Medien mit Vorsicht genutzt werden. Für Arbeitgeber wird empfohlen, Reglemente zur Nutzung von elektronischen Medien und sozialen Netzwerden zu erlassen. Zudem kann eine Schulung der Mitarbeitenden in Bezug auf Social Media hilfreich sein.

Carmen Schneider studiert im Master an der Universität Luzern und arbeitet neu als Redaktorin bei Healthinar. Mit grossem Interesse am Gesundheitswesen möchte sie bei Healthinar ihr Wissen in Kommunikation und Marketing in einem neuen Bereich vertiefen.

Bildquelle: http://www.verkehrsrecht-gladbeck.de und http://www.jobnet.de

The HEALTHINAR workshop day “Digital Healthcare” on 18 September 2015 was packed with inspirational input and interesting discussions. Even though it is hard to pick the highlights we have chosen 8 astonishing insights which we would like to share with you:

We are living in a science fiction movie.

Whether it’s the tricoder from start trek, the miniature submarine from Fantastic Voyage or even cyborgs – what used to be the fantasy of science fiction authors is reality today.  Kamales Lardi used these allegories to take us into the fast evolving world of medical technology and digital transformation. And the pace which with technology is moving today is getting even faster. So just imagine what kinds of developments we are looking forward to.

A heart is a heart is a heart. Or is it?

Think about the image of a heart. What do you see? An icon, an illustration or a photo? In her engaging workshop, Esther Stüdli used this example to create awareness for the professional use and variety of visual communication elements. The exercise also sharpened the participants’ perception of which level of abstraction might be appropriate for a certain message or target group.

Image by Esther Stüdli

The experience of waiting goes way beyond counting minutes.

Social time and mechanically measured time are two different concepts. When improving the waiting situation, e.g. in a hospital, it is important to take both aspects into consideration. Beatrice Kaufmann is part of the interdisciplinary research group “Health Care Communication Design” at Bern University of the Arts (HKB). She shared some of the amazing insights from the project “Waiting Times”, an experiment which was conducted as a holistic intervention, taking into account visual, acoustic, tactile and olfactory elements. It resulted in a measurable effect of the influence of artistic redesign of interior spaces on the individual experience of waiting.

Sitting is the new smoking.

A truly shocking fact presented by Manuel Heuer, coo at dacadoo, is that more people die because of too less exercise (mostly from cardiovascular diseases) than from the consequences of smoking. There are estimations that 65% of health care costs in Europe could be avoided by a change of behavior.

Social Media is a lot more than a marketing channel.

While marketing is an obvious choice for the use of social media channels, there are numerous other ways and objectives to utilize these platforms. Social media is pretty much any “conversation that people have online” – as Kamales Lardi explained to the audience.

socialmedia

Co-working is the future.

Thomas Kupferschmied showed in his introduction how digitalisation has changed our society, the way we work and how we communicate with each other. Working independently from time and space provides new freedom and the easy exchange with colleagues and clients can simplify processes. The discussion among participants showed that this vision is already reality for many and that the right tools and strategies to manage a digital work environment will become even more relevant in the future.

Software companies rule the world.

The world’s biggest library? Amazon. The world’s biggest taxi service? Uber. The world’s biggest marketing company? Google.  Manuel Heuer used these examples to demonstrate how far digitization has already influenced various industries and our everyday life. He claims that it is only a matter of time until this kind of digital revolution also sweeps over the healthcare sector in Switzerland. So grab the opportunity, become part of the change and shape the future!

Kupfi is now on WhatsApp.

It came as a shock to many but it really is true: Thomas Kupferschmied is now on WhatsApp! To see which other apps, programs and channels he uses to stay in touch with people and to organize his digital work environment, have a look at the last pages of his slides.

Participants of the workshop can download or request the slides of all speakers here.

And what where your highlights of our workshop day? Or what should be a topic at a next HEALTHINAR event?

Deutsche Version des Interviews mit Doris Brandenberger

On 3 September 2015 the second edition of Swiss Healthcare & Branding Conference will take place in Zurich. Fascinating discussions around issues of marketing and communication will examine the positioning of healthcare brands in a digital world. Maurice Codourey of team HEALTHINAR will participate as moderator. We asked Doris Brandenberger-Krauer, initiator of the congress, about her motivation and the objectives of the event.

Mrs Brandenberger-Krauer, what was your motivation to initiate the congress two years ago and what are the objectives of this year’s edition?
In many hospitals, marketing related issues have been treated as a minor priority or not at all. The introduction of DRG has changed the competitive landscape of healthcare organisations and pro-active marketing has become increasingly relevant. Every organisation has to generate leads and do their own patient acquisition today. Because of these issues we started the first Healthcare & Branding Conference in 2013. Our aim is to equip the participants with some hands-on knowledge and techniques to improve their marketing activities. The congress is also an import networking platform for marketing professionals in the healthcare sector; an exchange between equal-minded people.

Which topics and issues will be discussed at the congress?
MediCongress will be about healthcare brands in a digital world. The focus will lie on topics like: How do I react to a shit storm?, Which challenges and influences will digitalisation have on hospital management? How to handle issues and legal requirements around patients 60+. An upcoming challenge is the integration of traditional and innovative marketing tools and how to smartly adapt them towards the own organisation and the patients.

Which relevance does Digital Healthcare currently have in Switzerland and how will this evolve in your opinion?
There are still many hospitals in Switzerland that do not position themselves within the digital healthcare market and also currently do not use digital marketing instruments. An efficient and professional marketing concept should integrate these possibilities and also use social media channels in order to be successful in the future. It is also important to think about positioning and possibilities of evaluation. That’s why we invite everyone who is active in this area to join us on 3 September 2015 and to discuss these issues with us. We are looking forward to receive lots of input, questions and requests from the participants, which we will then assess together with our renowned speakers at the annual conference.

On June 11 2015, our event at the EB Zurich was a huge success, thanks to our fantastic four speakers, all coming from renowed hospitals in Zurich. There was:

– Andrea Heiniger, Social Media Manager, University Hospital Zurich.

– Stefan Lienhard, Project Leader Social Media, Hirslanden Private Hospital Group

– Renate Good, Head of Corporate Communications, Hospital Bülach

– Patrick Jola, Communications Officer & Assistant to CEO, Forel Clinic

After some opening words by our CEO & CMO, the four speakers presented their institutions social media strategies in a short presentation. After that, the public had the chance to discuss the topic in an inspired atmosphere with lots of questions and a refreshing networking reception afterwards.

Thank you all for making this first event unforgettable!

Take a look at HEALTHINAR’s trip to Barcelona and taking part in the Health 2.0 conference in Barcelona: Watch the story here.

The Health 2.0 conferences really are the place to be if you are interested in patient-provider communication, consumer health, data analytics and healthcare tech. All this was shown in exciting panels and more than 50 demos. Some interesting examples were:

– iRCP: http://bit.ly/1dh3GZw

– Hospital Simulation by Attensi: http://www.attensi.com/

– Simplifying diagnostics my MESI: http://www.mesimedical.com/homepage/

– Sense.ly with their virtual nurse Molly: http://sense.ly/

– The mobile wound management tool Wounddesk: http://wounddesk.com/

And of course we were also very impressed by the Jessica Feder, Chief Digital Officer at Bayer and the Grants4Apps Accelerator-Programme, check it our here: https://www.grants4apps.com/accelerator/

However, they were many more impressive demos and panels, we would like to thank them and of course to the awesome organisation of Health 2.0. See you all next year the latest!

Last but of course not least, we are proud to present to you our 4th speaker at the next HEALTHINAR-event: Renate Good, Head of Corporate Communications, at Hospital Bülach, near Zurich in Switzerland.
A few years ago, Renate wrote a paper about social media and hospitals, titled “Wie viel Social Media braucht ein Spital? Quantifizierung der Social Media-Nutzung Amerikanischer, Deutscher und Schweizer Spitäler“, where she took a look at the social media use of diverse American, German and Swiss hospitals. Her conclusion, back then in 2011, was that it was unclear if and how much social media a hospital was needed. There were very few examples of institutions that used this new communication channels. However, Renates Goods prediction was that with an increasing competition and therefore more competitive pressure between hospitals, the need for more customer or patient loyalty would also rise. In terms of that social media would be taken into further consideration for a communication strategy in hospitals. If we look at the situation today this has mostly become true. With SwissDRG (Swiss fee-per-case system) there’s more competition, especially between private and public hospitals in Switzerland and also quite a few institutions are using various social media channels.
So it’s most interesting that the Hospital Bülach, where Renate Good works, is still not present on these channels. We are looking forward to Renates presentation and a lively discussion, thanks for participating!

More about the Hospital Bülach: http://www.spitalbuelach.ch

More about Renate Good:  http://www.spitalbuelach.ch/index.php?id=1652