Building a Virtual Experience

With countless possibilities for sharing information, the Internet has become the most effective communication medium of our time. For nearly a decade, consumers have turned to the Web to share healthcare stories and advice with loved ones and strangers alike. E-mail, instant messaging, mobile text messaging, chat rooms, message boards, forums, blogs, you name it, they’re are using it to improve their healthcare experience. Yet few healthcare organizations have embraced these trends to create mutually beneficial dialogue with their customers.

What are the recent trends in building a “virtualâ€? experience for your patients and consumers? Here are a few — perhaps these will jumpstart your thinking in how you to interact with your customers and build a better experience. (To see how these trends might impact a potential consumer, check out the story in the sidebar, “Meet Betty McWebbâ€?).

Mobile Text Messaging: What is it?

Unless you’ve been living under a rock for the last ten years, chances are you’re familiar with e-mail. More than likely, you have come to rely on it. Mobile text messaging is basically e-mail sent by, or received on, a handheld device (e.g. mobile phone or personal digital assistant). Individuals subscribed to a mobile text messaging service typically receive an e-mail address. With this address they can send messages from their handheld to any computer or device capable of receiving e-mail — and any e-mail-enabled computer can send messages to that person’s mobile device. Because of screen-size, messages are typically short, to-the-point. In casual conversation these messages may feature abbreviated words — Plz get milk b4 u come home.

How you can use it

The advantage of text messaging is that it’s easy to “pass a noteâ€? to someone rather than interrupt them with a phone call. Ask your patients if they would like an appointment reminder via mobile text message. Get the e-mail address for their mobile device, and demonstrate you understand their communication preferences by not interrupting their day with a “telemarketer-likeâ€? phone call. If you require a confirmation, allow them to send one via a quick text message response. Keep your reminder short, but do not use grammatically incorrect abbreviations. Do not attempt to send forms, long messages, images, or other messages to this address unless the customer has given you permission. Many handheld devices cannot easily interpret or display information other than text, and it’s a one-way ticket to that customer’s SPAM list.

Forums and Message Boards: What are they?

If you’ve performed an online search in recent years, you’ve more than likely run across a forum or message board (the terms are interchangeable). How can you tell? A forum looks like (and is) an online conversation. It’s a place for people to post questions or answer questions that others have posted. Thousands of websites host forums, allowing users to interact with one another rather than spend countless hours scouring the web for answers to their questions. Have a cancer question? Google your criteria, or simply post your question to the message board at the American Cancer Society’s website cancer.org.

How you can use them

Sixty-three million Americans (54 percent of Internet users) have utilized the Internet as a support medium for specific health conditions. Is your website a resource for support? Give your customers a place to interact with you and with each other — and a reason to visit your site frequently. Let them post questions. Let them share experiences. When your customers learn from each other, they come with a better understanding of their condition, and a better understanding of what questions to ask their providers.

Don’t fear negative feedback. Post a clear disclaimer stating inappropriate posts will be removed. If you remove one, don’t just delete it. Learn from it. If it’s a valid complaint it may uncover an issue that needs to be addressed within your organization. If your services are remarkable, your forum will be filled with praise!

Many forum platforms are available for free. Talk to your I.T. department or hosting service to see what could be implemented on your site.

Blogs: What are they?

Some would describe a blog (web log) as nothing more than an online journal. Such a simple description, however, fails to capture the power of this communication tool. Using free services like blogger.com, in just minutes anyone can create a website to share experiences, express opinions, promote a cause and so much more. Once the site is created, the author (blogger) can add content at will. Readers often have the chance to post comments after each entry. As a result, blogs on specific topics, written by charismatic, well-informed authors, often turn into popular online communities.

Blogs don’t have to be public forums. They can be as private as the author sees fit. “Subscribersâ€? to a blog may consist of family, a group of friends, or thousands of people across the globe.

How you can use them

Many hospitals have teamed with services such as caringbridge.com and carepages.com to offer journaling services to patients and their families. Other than offering access to the internet (and maybe an instruction sheet to get the patient started), there is little a hospital needs to do once the service is set up. Once the patient has set up a journal, friends and family across the globe can log on to follow the progress of their loved one’s procedures and recovery. Give your customers the resources they need to tell the world how good you are!

Podcasts: What are they?

A podcast is a downloadable audio file (most often mp3) consisting of commentary, entertainment or news. Though downloadable audio clips are nothing new, Apple brought it to the mainstream with its iTunes music service, dubbing the clips “podcastsâ€? based on the company’s popular iPod music player. Apple also simplified distribution of podcasts to the masses through its iTunes music service. However, a podcast does not have to be distributed through Apple or listened to on an iPod. It’s simply an audio file that can be downloaded from any website and listened to on almost any computer.

How you can use them

Make podcasts available through your organization’s website — it’s easier than you think. You may already have a newsletter. This will take far less effort (and could be a great supplement). Your podcast doesn’t have to be an hour-long program — though it certainly could be. It can be a ten minute commentary featuring a specialist discussing a timely, relevant topic. Feature a different specialist each month or find a charismatic specialist to feature regularly. If you don’t have the resources to record a podcast (if you have a media department you should be set), contact a local radio station for assistance. If you’re a not-for-profit organization, use that to your benefit for some pro-bono work. Set up distribution through free services such as Apple’s iTunes. Demonstrate your expertise to the masses! (And don’t forget to tell them how to reach you).

Adam Meyer is senior designer and director of interactive services at GeigerBevolo.