Social Media and Its Impact on the Healthcare Industry (June 2010)

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Presentation from Healthcare New Media Marketing Conference held June 14 - 15, 2010 in Chicago, IL. Presented by Joel Selzer, Co-Founder & CEO - Ozmosis and Shahid N Shah, Founder & CEO - Netspective.

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Social Media and Its Impact on the Healthcare Industry (June 2010)

  1. 1. Social Media is Part of our Culture 2
  2. 2. Eight of the top 20 most visited sites in the U.S. are social media sites 1.  Google 11.  Blogger 2.  Facebook 12.  MSN 3.  Yahoo 13.  MySpace 4.  YouTube 14.  AOL 5.  Wikipedia 15.  Go 6.  Amazon 16.  Bing 7.  Craigslist 17.  LinkedIn 8.  Ebay 18.  CNN 9.  Twitter 19.  Wordpress 10.  WindowsLive 20.  ESPN *http://www.alexa.com/topsites/countries/US 3
  3. 3. In March, Facebook passed Google as the most visited website in the U.S. www.facebook.com www.google.com *Experian Hitwise – 3/15/2010 4
  4. 4. However, social media should not be treated as another marketing channel… …especially in healthcare 5
  5. 5. Rise of Social Media in Healthcare 6
  6. 6. 730 Hospitals have an active Social Media presence with more than 1,400 sites *http://ebennett.org/– May 22, 2010 7
  7. 7. The Dose of Digital Wiki lists over 200 active healthcare communities *Dose of Digital Wiki – June 7, 2010 8
  8. 8. Adults are turning to the web and social media for health information *Pew Internet Life Project– 2009 9
  9. 9. Physicians continue to embrace social media as a professional tool of physicians engage online as part of their clinical workflow of physicians are interested in or already use physician social networks *Manhattan Research – Taking the Pulse v9 10
  10. 10. Impact of Social Media on Healthcare 11
  11. 11. Social media helps healthcare organizations solve marketing needs HOW DO YOU: 1.  Make it easier for patients and providers to better understand the products and services you offer? 2.  Demonstrate your clinical expertise to create a competitive advantage? 3.  Build trust and deliver valued information and services? 4.  Identify market trends and listen to your customers / competitors? 5.  Measure results and compare outcomes? 12
  12. 12. Social media requires a clear strategy to overcome inherent challenges and risks • Increased transparency and privacy concerns • Loss of control over your message • Regulatory uncertainty • Failure to properly engage patients and provider • Damaged reputation Most importantly, Social Media fails when new value isn’t created for patients or providers 13
  13. 13. Hospitals Increase Efforts 14
  14. 14. Henry Ford has an integrated social media strategy that improves access to information 15
  15. 15. Live-tweeting surgeries has helped educate both patients and providers 16
  16. 16. Patient Communities are Expanding 17
  17. 17. Patient Communities are expanding into the long tail of therapeutic areas 18
  18. 18. WiserPregnancy helps employees make smarter, cost effective health decisions 19
  19. 19. UCB and PLM created an open community to capture real-world experiences 20
  20. 20. Physician Networks Continue to Grow 21
  21. 21. Physicians utilize a growing number of private networking sites throughout the world 22
  22. 22. Ozmosis enables physicians to learn from colleagues they trust Professional application of a social network enables licensed MDs and DOs to exchange medical knowledge Real physician identities are properly verified and clearly displayed to all members Power of the trusted network delivers personalized and relevant information to every physician 23
  23. 23. Syndicom provides training and networking opportunities sponsored by industry 24
  24. 24. Pharma has Cautiously Increased its Efforts 25
  25. 25. Sponsored communities for patients and providers can offer insight and support 26
  26. 26. However, only 19% of Pharmaceutical brands are on at least one social media platform *Digital IQ Index – L2 27
  27. 27. Risks still outweigh perceived benefits for many in an uncertain regulatory environment *Courtesy of John Mack 28
  28. 28. Leading to mixed results with different tactics on facebook for Sanofi and others Comments removed Discussions encouraged 29
  29. 29. The Future Offers More than Marketing 30
  30. 30. We can improve outcomes and reduce healthcare costs through social media (Data + Tools)*Innovation = True Collaboration 31
  31. 31. Imagine a future where patients, providers & healthcare organizations can collaborate freely 32
  32. 32. Thank You #HCNM! Joel Selzer Shahid N Shah Co-Founder & CEO - Ozmosis Founder & CEO - Netspective http://twitter.com/jbselz http://twitter.com/shahidnshah http://www.facebook.com/joel.selzer http://www.facebook.com/shahid.n.shah (202) 595-8005 (202)-713-5409 joel@ozmosis.com shahid.shah@netspective.com 33
  33. 33. Additional Slides 34
  34. 34. Private Sector is Fueling Innovation 35
  35. 35. Yammer is gaining widespread adoption as an internal collaboration tool within pharma 36
  36. 36. iGuard offers crowdsourced product reviews from 2 million registered users 37
  37. 37. Social games are changing healthcare outcomes by making exercise social and fun 38
  38. 38. HHS, CDC & FDA are Making a Difference 39
  39. 39. CDC has improved communication and expanded access to health information 40
  40. 40. During the H1N1 public health crisis, CDC alerted patients and providers CDC had less than 1,000 Twitter followers in March 2009…today they have over 1,242,000 CDC’s H1N1 video has more than 2,087,000 views 41
  41. 41. HHS announced a social initiative to improve health through the power of information Community Health Data Initiative 42

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