By Jennifer Hilinski

In the 21st century, technology is booming and UK HealthCare has developed a new way to keep up.

The organization is using the Internet to connect patients with people who can provide helpful information regarding their health.

UK’s clinical project uses Facebook, Twitter and YouTube to better communicate with patients. In addition to entering the social networking craze, they will also launch a Q&A Web site.  

UK HealthCare chose to join social networks to improve communication between the public and medical professionals.

“Social media allows for more interactivity, and with millions of people regularly communicating via social media each day, we saw this as an opportunity to reach people seeking information about health care and about UK HealthCare in particular,” said Beth Goins, a clinical information specialist at UK.

A Facebook page has been set up that allows users of the social network to become a fan of UK HealthCare. This allows the academic medical center to post news, events and video links for people who are seeking health information.

As part of their new project, a Twitter account was created for quick and simple information updates. In addition, UK HealthCare is using YouTube, a video sharing Web site, to upload and place medical-related videos. They have created videos featuring real patients and physicians discussing health issues as well as highlighting discoveries in medical research.

UK HealthCare is also planning to launch a new forum site that allows visitors to ask physicians questions.

“We find that people are often more comfortable asking questions anonymously, and this provides a venue by which they can ask a credible source rather than gathering information from random search engine results,” Goins said.

The first interactive forum is a hernia site moderated by Dr. Scott Roth, chief of gastrointestinal surgery, according to a news release. Roth offers valuable information to educate and help individuals understand various medical conditions.

The Web site also features a blog by medical professional Mark Birdwhistell, chief external affairs officer for UK HealthCare.

“Physicians, nurses, pharmacists and other health professionals are very involved in our communications efforts, not only in reviewing content, but suggesting and writing as well,” Goins said.

As social media sites become more popular, it is convenient for people to use the Internet for information such as health news. There are approximately 85 million users on YouTube each month and 150 million Facebook subscribers, according to the news release.

UK HealthCare has continued to evolve itself to better provide for its patient and hopes to be the primary resource of medical information for people in Kentucky and throughout the world.

“We are fortunate to have a stable of nationally and internationally recognized experts and we want to make those resources as accessible to the public as possible,” Goins said.