Social media: a catalyst for spread, influence and practice for healthcare improvement

Source of image: Searles Graphics
BR3: Social media: a catalyst for
spread, influence, and practice
of healthcare improvement
Dr Helen Bevan
@HelenBevan
Leigh Kendall FRSA
@leighakendall
#Quality2018
IHI Forum Amsterdam, 4 May 2018

The Horizons team
• We tune into the latest change thinking
and practice in healthcare and other
industries around the world –translating
this learning into practical approaches to
change
• The team has emerged
through years of supporting
change in the NHS and
health and care system
• A small, diverse team of people within the English
National Health Service
@HelenBevan @leighakendall #Quality2018

A Twitter Challenge!
During the day today send a tweet about
something that you are working on:
Use the principles we are talking about during
the session
- Include an image
- Include a relevant link
- Tag @leighakendall @helenbevan
#Quality2018 – and Leigh will give you
feedback!

Twitter for healthcare
improvement
Whilst multiple social media channels
are used in healthcare improvement,
Twitter is the number one channel for
sharing and influencing.
@HelenBevan @leighakendall
#Quality2018

On a scale of one to ten, how
experienced are you at Twitter?
1 is low (I know very little)
10 is high (lots of experience)
A human continuum

On a scale of one to ten,
how experienced are you at
Twitter?
1 is low (I know very little)
10 is high (I know a lot)

Find the 3%!
Just 3% of people in the
organisation or system typically
influence 85% of the other people
Source: Organisational Network Analysis by Innovisor
From module one

The 3% rule also appears true for
social media
Source: research by Graham MacKenzie using NodeXL
In health and
healthcare globally,
tweets by 3.3% of
tweeters accounted
for 85% of retweets

Most social media operates within
an Echo Chamber
Source of image: Scriberia

The powerful medical “superconnectors”
Source: NodeXL analysis @gmacscotland

Why do Echo Chambers Matter?
“Echo chambers can lead people to believe
in falsehoods,
and it may be difficult or impossible
to correct them.”
Cass Sunstein, Republic

What creates Echo Chambers?
• Homophily: there is a strong tendency to
connect and bond with people who are like us
• ‘Daily me’: the ability to control what we see
and hear through social media preferences –
and algorithms – means we are in danger of
seeing only opinions that agree with our own,
thus creating and reinforcing echo chambers.
• Many people like echo chambers – it’s
comfortable!

How to break out of the Echo Chamber:
Create a spectrum of allies!

We need to embrace social media
“An organisation that doesn’t embrace the digital
expressiveness of its people is creating a disconnect
and also a lost opportunity. The use of social media
avenues to break down barriers to inclusiveness is
effective in organisations of any size, especially
those that are geographically dispersed.”
Terri Lewis

Empower your staff to be the voice of the
organisation. They’ve got audience & credibility

Social Media Guidelines
 Information about the context
and benefits of using social media
 What to be aware of and something about the process
to follow in using social media
 Principles to guide the use of social media tools in your
professional capacity
 Useful links
typically include:
CONSULT BOTH YOUR ORGANISATIONAL
& PROFESSIONAL GUIDELINES

18@HelenBevan @leighakendall #Quality2018

Lots of green lines on the graph is good!

“Rules” to become a top social
influencer at a conference
• Add a graphic/photo (up to x10) or a link (up to
x5)
• Make it easy for people to quote you; add your
handle and hashtag to every slide
• Add a narrative that makes the tweet relevant to
people outside of the conference
• Get a superconnector to include you in their
tweets
• Make friends with your “snipping tool” or “grab”
function

Finding great content
• Keep Twitter lists
• Review trusted sources
• Sign up to newsletters and blogs
25

So What?
• Nature of social media means content is
fleeting, even viral content.
• Millions of people might have seen your
content, but has it had an impact? How do
you know?
OR

3 principles for spreading improvement
in an era of social media
ACTIONABLE: The idea is designed to make you
do something. It might start with sharing but it’s a
call to action
CONNECTED: The idea promotes a closer
connection with people you care about or share
values with. It makes you feel part of a community
and the network effect creates further spread
EXTENSIBLE: The idea can be easily customised,
remixed, reshaped by people taking part. It’s
structured with a common stem that encourages
communities to alter and extend it
Jeremy Heimens, Henry Timms New Power: How it’s
changing the 21st Century and why you need to know (2018)
@HelenBevan @leighakendall
#Quality2018

70 day challenge:
to give patients
back one million
days of their
precious time that
would otherwise
be wasted in bed
in a hospital or
care home.

#endpjparalysis: connected social
communities

Royal Devon and Exeter Hospital

#Theatrecapchallenge

#Theatrecapchallenge: Extensible

Spread and Reach
• Focus on maximising spread and reach, rather
than trying to ‘go viral’.
• Share good content that is consistent with
what you want to be known for
• Find your people – communities, social
movements, hashtags
• Calls to action

Source of image: gaping void@HelenBevan @leighakendall #Quality2018

To think about
How could you use social media to develop
a campaign that is ACE:
ACTIONABLE
CONNECTED
EXTENSIBLE
Start a new quality improvement or safety
campaign?
Join an existing one?

What healthcare improvers can
learn from @RolfAtWarwick
AN

I run two personal Twitter accounts
• This is the
first
• I want to tell
you about
the other one
@RolfAtWarwick #Quality 2018

Here are Rolf and Rebel
Rebel:
• Hangs out in the garden
• Comes home every night

Here are Rolf and Rebel
Rolf:
• Disappears for up to 5 nights at a time
• Loves Warwick University campus

We discovered that Rolf had a
massive roaming range

We PDSA-ed many solutions
• Different wording on his collar
 Please do not feed me
 I am not lost
 My name is Rolf

We PDSA-ed many solutions
• Different wording on his collar
 Please do not feed me
 I am not lost
 My name is Rolf
• A cat behaviourist

So we set Rolf up with his own Twitter
account
@RolfAtWarwick

The response has been incredible

Students and staff post Rolf’s whereabouts

We tweet when we go to collect Rolf from campus

We have learnt just how much Rolf is
loved on campus

Outcomes of @RolfAtWarwick
1. Rolf is safer in a high risk situation
2. Reduced anxiety for Rolf’s family as:
 we know his whereabouts
 we are relieved that he isn’t a nuisance
3. Rolf continues to bring much joy to students
and staff at the Warwick University campus
4. Rolf is becoming a cult feline on Twitter

What healthcare improvers can learn from
@RolfAtWarwick
• Tweet with a clear purpose
• The importance of being relational
• How to build a network of new connections very
quickly:
 Warwick University community
 The #ambassacat movement
 Regular tweet reports build
momentum

Social media: a catalyst for spread, influence and practice for healthcare improvement

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Social media: a catalyst for spread, influence and practice for healthcare improvement

Similar to Social media: a catalyst for spread, influence and practice for healthcare improvement (20)

More from Helen Bevan

More from Helen Bevan (20)

Recently uploaded

Recently uploaded (18)

Social media: a catalyst for spread, influence and practice for healthcare improvement

Editor's Notes