Guest Column: The Impact of Social Networking on Case Managers

According to several reputable resources, over 2.5 billion text messages will be sent today in the United States alone. Texting has now become the most prolific form of mobile communication in the United States, overtaking cell phone calls.

Social and professional networking platforms also are spreading throughout the United States and in many other countries faster than most ever anticipated just a few years ago.

Case managers are getting into the act by signing up for a wide variety of social networking sites. For example, user groups for the Case Management Society of America have about 850 members on LinkedIn and about 375 members on Facebook. These type of social networking platforms are allowing a greater level of professional and social networking on a wide array of issues impacting case managers – ranging from multi-state licensure to specific clinical intervention strategies for targeted populations.

In addition, patients are becoming more comfortable with connecting electronically with their providers to schedule

appointments, re-order prescriptions through an interactive voice response system, and track key health information through a personal health record (such as Microsoft’s HealthVault, Google Health or through many other offerings).

Of course, many patients still don’t use computers and are not comfortable with these emerging communication options. However with each passing year, the percentage of the population that does not use the Internet or electronic media is shrinking.

With all of these new ways to communicate with colleagues, providers, patients, friends and others, case managers will need to be mindful of what types of communications are appropriate in the right circumstances. For example, apparently a few providers are giving relatives of patients undergoing surgery updates via Twitter through periodic “tweets” (we assume with the patient’s signed consent) – which of course highlights the potential danger of private health care information getting into the wrong hands.

In addition, the emerging communication and social media platforms are redefining how to advertise. In fact, traditional marketing approaches are being rethought as the Internet and various online communities allow us to reach out to prospective customers in new and more targeted ways. President’s Obama’s election campaign serves as one illustrative example where he reached out to voters through a myriad of social networking and Internet sites with dramatic success.

The expansion of social media is creating new ways for case managers to connect with their patients and other targeted audiences in dynamic and cost-effective ways. This trend is creating opportunities to improve clinical and financial outcomes by offering options to engage and communicate with patients and others.