GreyMatters 2017


Google Glass’s Increasing Role in Healthcare

google-glassWhen Google Glass was first introduced in 2013, it was all the rage…for about 10 minutes. While it didn’t catch on with consumers as hoped, the technology is being adapted into various professional settings, including healthcare.

Healthcare applications (potential and actual) of Google Glass include recording of real-time patient encounters and procedures for storage in an electronic medical record (EMR). One health system, Dignity Health in San Francisco, has been at the forefront of increasing clinical efficiency by using a Google Glass interface with the EMR.

Dignity uses a software called Augmedix. Dr. Davin Lundquist, vice president and chief medical information officer at Dignity, has used the Augmedix system with Google Glass for over three years. The hands-free features of the system prompted Dr. Lundquist to champion its use.

At the start of his day, Dr. Lundquist opens the Augmedix system, links it to his computer and then connects securely with a remote medical transcriptionist, or “medical scribe.” The scribe will watch and listen to every encounter and transcribe the interaction using medically appropriate language. This relieves the doctor of having to write encounter notes after the fact, thus saving time for the physician. It also helps return the physician to his or her true role of providing patient care, rather than being a clerk.

Improvements made to Google Glass include improved WiFi capability, a longer-lasting battery, enhanced resolution and streamlined functionality. These enhancements all serve to make Google Glass better suited to uses such as this. 


Facebook Gives Thumbs Down to Slow-Loading Web Pages

loadingWeb users do not like slow-loading web pages, a fact confirmed by a lot of research over recent years. But now, it’s not just web users who don’t like them. Facebook recently announced an algorithm change that will prioritize web pages that load faster in its mobile app.

According to Facebook, the social media platform’s users have complained about Facebook links that directed them to slow-loading pages. Facebook also said that for as many as 40% of users, three seconds is the extent of their patience before abandoning a page that is slow to download.

The algorithm change, which will take a few months to completely roll out, will mean a decrease in referral traffic to slow-loading web pages. If this all sounds familiar, Google made a similar move in 2016 that affected slow-loading web pages.

Once the update is in place, the estimated load time of a page that is linked from the news feed of the Facebook mobile app will be taken into account, as will the network connection. Pages determined to have a faster load time will be given higher priority in the news feed.

There are steps your organization can take to improve download times, such as:

Will this move by Facebook affect your organization’s Facebook efforts?


Providing Community Education Via Facebook Live

facebook-liveAs we move into September, we look forward to autumn and a respite from the summer heat. Sadly, it has been another deadly summer, with children and pets dying or being seriously injured when left in hot vehicles. One hospital took advantage of social media to educate people on the dangers of being left in a car on a hot, summer day.

After treating many children each summer for heat-related illnesses, Hamilton Health Sciences in Ontario, Canada decided the best way to educate people about the dangers of hot cars was to show them in real time what happens to a person locked in a vehicle on a hot day. Elise Copps, a communicator at Hamilton and a former TV health reporter, came up with the idea of using Facebook Live for a demonstration.

Dr. Anthony Crocco, chief of pediatric emergency medicine at McMaster Children’s Hospital, agreed to sit inside a car with the windows closed to demonstrate the effects of extreme heat. Copps put out word of the demonstration to news media, and local and national news outlets were on hand to televise the event to their audiences. The livecast was also promoted with a $40 ad buy on Facebook that targeted people within a 40-mile radius of the city.

Even though the sky was overcast on the day of the demonstration and the outside temperature was only 77 degrees Fahrenheit, it was not long before the temperature inside the closed car rose to 104 degrees. By the end of the broadcast, the temperature inside the car exceeded 140 degrees.

Once Dr. Crocco exited the car, he was checked out by paramedics and talked with reporters. He also answered questions from the Facebook audience. The doctor used normal people’s language, not medical jargon, to answer questions and describe his experience.

Has your organization used live video to provide educational information? If not, is this something you’re considering doing? 


Today’s CRM

crmCustomer relationship management (CRM) platforms have been a major topic of conversation in marketing for several years now. But if you think it’s a worn-out topic, you should think again.

Here’s what CRM can do for your organization:

  • Manage and coordinate not only mail and email, but also social campaigns, SMS, push messaging, in-app messaging and much more. When you add new channels to your marketing strategy, your CRM can encompass it.
  • Store, manage and utilize your customer data from across all channels and all service lines.
  • Use powerful decisioning tools to utilize data in the most effective way, to determine who to target and what the target message should be.
  • Focus on KPIs across all channels to determine the effectiveness of your overall marketing efforts.
  • Include loyalty data to help turn new customers into loyal customers.
  • Utilize data on your best customers to help you acquire more customers like them.

How is your organization using CRM? 


Improve Facebook ROI With Page Optimization

optimizationThere is no escaping the fact that Facebook is a giant – if not the giant – among social media platforms. With almost 2 billion daily users (as of March, 2017), Facebook presents a huge marketing opportunity. Yet, many marketers fail to utilize the platform in a manner that brings about a positive ROI.

If you are not seeing the results you’d like from your Facebook efforts, here are some tips for optimizing your organization’s Facebook page for better results.

  • Page details
    • Profile and cover photos. Your profile photo accompanies every page update, even those that are shared to other timelines. Many organizations use their logo for the profile photo for brand recognition. Your profile photo should be a square image that’s 180 x 180 pixels. There are many options for your cover photo, including video. For more impact, change out your cover photo periodically, using seasonal images or various promotional images.
    • Custom URL or username. A username will appear in a customized web address for your page. The username should match your organization’s name as closely as possible, so that your page can rank higher and make it easier for people to type in the URL.
    • Description. Don’t fail to complete this field, which allows for 250 characters of original content. Using original content improves page rank.
    • Include your website. Make it easy for Facebook users to get to your website. And don’t forget to link to your Facebook page from your website!
    • Additional page details. Be sure to list contact information, other social media accounts, a list of services and locations, awards and honors and the story of your organization.
  • Page template. There are various page templates available, depending on the type of organization. Once you choose a template that most closely matches your organization, you can customize the layout of the buttons and tabs.
  • Call to action (CTA). Select a CTA for your page – the button for this will be located beneath your cover photo. CTA examples include booking an appointment, contacting you, learning more about your organization and many more.
  • Page tabs. Tabs, which are located on the left side of your page under your organization’s name, are a means to navigate through your page’s content. While there are standard tabs (Home, Posts, Video, Groups and more), you can add tabs. Link to your events calendar, your blog, your newsletter and more.
  • Customer reviews. Don’t forget to enable reviews! Consumers rely more on customer/patient reviews than other information.
  • Don’t just “fix it and forget it.” Facebook, like all social media, requires frequent updates and audience engagement to be effective. Some methods to engage and build an audience include:
    • Post questions to get a conversation started.
    • Post repurposed content from your website, your blog or other content sources.
    • Post short videos.
    • Stream live events.
    • Post images.
    • Probably most important of all: be sure you reply quickly to comments or inquiries!
  • Know the competition. What are your competitors doing on Facebook? Tools such as Serpstat and BuzzSumo can help you analyze their presence.

How is your organization doing with Facebook? 

Want to Sponsor at #HCIC17? It’s Not Too Late!

hcic-logoThe 21st Annual Healthcare Internet Conference is less than two months away. This year’s conference will kick off on Monday, October 23, in Austin, TX. If your vendor organization has thought about being a conference sponsor but has not yet acted on it, it’s not too late. There are still several sponsorship opportunities available at various price levels to fit almost any budget.

Available sponsorship opportunities include:

  • Track sponsorship. Sponsoring one of the concurrent tracks is a great way to bring visibility to your organization. Track sponsors introduce the speakers for each concurrent session in the track and have the opportunity to mention their organization. Track sponsors also receive logo recognition on the track signage. Currently, there are two tracks remaining for sponsorship: Consumer Engagement and Technology & Tools.
  • Evening reception in the Exhibit Hall. All HCIC attendees love the evening receptions in the Exhibit Hall! It’s a great opportunity for networking with colleagues and learning about new products and services from the exhibitors. And there is always great food and an open bar. Reception sponsors will receive event signage and branded napkins for their sponsored event.

If you are interested in sponsoring one of these events or want more information about other sponsorship opportunities, check the HCIC website or contact Jennifer Pense at 312-440-9080, ext. 23.



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