6 examples of how the NHS uses social media

I’ve been inspired by Dan Slee’s great blog in which he gives examples of how social media is being used by the public sector to help to inform, discuss and promote their services. Do give it a read.

I thought it would be useful to pull together some of the best examples of how the NHS is using social media. I have broken up each example by how it uses social media. To explain this simply, let’s use the analogy of a busy street in the middle of rush hour. The first set of examples show what happens when social media is used to broadcast, just like a person shouting for the passers-by to stop and do something. The second set aims to increase transparency; a shopkeeper asking a passer-by to come in and have a look around. And the final set (which, here at Patient Opinion, we value above all else), involving patients in the discussion, or asking shoppers to ‘come sit down and chat’.

Social media as a broadcast tool
South Central Ambulance (SCAS)

SCAS wanted to reduce the misuse of its service. It employed an outside agency to create an incredibly powerful short film, which shows the problems caused by people who call for ambulances unnecessarily. It’s a powerful film, which helps educate people on what are legitimate 999 ambulance calls.
They used twitter and Facebook to generate discussion about this issue, which not only helped raise further awareness, but also helped people understand the issue further.

 ‘Say yes to the test’ campaign

The NHS launched its ‘Say yes to the test’ campaign, to promote Chlamydia testing and to raise awareness about the issue. Through its social media platform on Facebook, the campaign has currently reached over 60,000 people and is highlighting how influential social media has been for them. Facebook is helping to reach patients and is getting the message of ‘Say yes to the test’ out to those that matter most.

Social media as a tool to increase transparency

East and North Hertfordshire NHS Trust

This trust chose to live tweet its annual general meeting for the first time, with great major success. The team uploaded not only tweets informing others on the event, but photos uploaded through Flickr. Check out this blog where they explain how and why it was so successful for them, and gives key tips and advice. Although it wasn’t all sunshine and roses, as the staff involved admitted how stressful the process was, overall the experience seems to have been a positive one that demonstrates how live streaming can help people share content quickly and effectively.

56 Dean Street

This HIV and sexual health centre in Soho decided to hold a twitter afternoon, attempting to highlight how having a sexual health check should be a normal part of people’s lives and not something to be ashamed of.  The health centre decided to follow patients through the various stages of its visit to find out what happens on a typical visit to a sexual health clinic. What a brilliant way to involve members of the public on the great work that that it does!

Using social media to involve patients/staff in the discussion

NHS Flu Fighters

NHS Employers needed a bit of help to make sure that front line staff get flu jabs. The Flu Fighters campaign used social media to help. Through twitter and Facebook, it engaged NHS trusts and staff across the country, getting them talking about whether staff were getting the vaccination, and if not, why not.

It wasn’t all smooth sailing, as “there is most definitely a fear factor around communication/customer engagement teams using Twitter and Facebook in the NHS”. But by giving it a go, they were able to get over that ‘fear factor’ and really make social media an effective tool for changing behaviour.

NHS Smokefree

NHS Smokefree has had great success with using social media as a support tool for people who are giving up smoking.  With over 45,000 fans on facebook, it’s certainly got a strong national take-up, but it’s also working well locally. In Sheffield and Stoke, NHS Smokefree groups are providing support and resources that are region specific and locally appropriate.

And the most creative blog of the day goes to NHS Bradford, for their sexual health poems! A way of engaging patients and shedding light on a particularly taboo subject. They have been promoting sexual health testing by uniting services and spreading the word through using the #NHSvday hashtag on twitter.           

From investigating the purposes behind the use of social media in the NHS, I discovered that each purpose has both its benefits and its flaws. As mentioned above, social media can be used as a platform to broadcast, inform and notify patients; basically a form of advertising, that involves no real form of interaction between service and service and service user. This method, if successful, can help to raise awareness of an issue, but it doesn’t seem a very social use, as it doesn’t bring in the views of others. Secondly, social media can help to increase transparency and openness within the NHS, by allowing patients to delve deeper into the organisation. The problem that arises from this is whether or not the service encourages the public to give a view on what they have been shown. What is the purpose of transparency?  Finally, the involving patients approach acts as a forum for interaction and improvement, which seemingly has very few problems, except whether or not the service likes what the public have to say, if that criticism is taken on board. So, on the face of it, each method is of value and importance and with social media continuing to expand into new routes, I hope that the NHS remain to utilize the ever-essential tool that is social media

*Credit goes to the brilliant NHSSM, who heavily influenced this blog – check out their site, and follow their twitter debates each Wednesday at 8pm on #nhssm.