The social life of healthcare
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The social life of healthcare

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Who, Why & How Health Consumers and Industry use Social Media. Trends, tips and examples of the effective use of social media for healthcare and pharmaceutical marketing.

Who, Why & How Health Consumers and Industry use Social Media. Trends, tips and examples of the effective use of social media for healthcare and pharmaceutical marketing.

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  • http://youtu.be/GXjLwzqscHwSocial media is a collective term that describes a means of communicating and engaging with people. It’s any number of platforms, channels and tools that help people connect with each other in genuine, authentic and informal ways.They share their lives and experiences. What’s important isn’t so much the tools and the channels: It’s about people and new, simpler and more effective means of connecting with other people
  • Add poll at this point:Are you a 1) Key Influencer 2) Sharer or 3)Audience?
  • 8 out of 10 internet users online for information on a specific health topic, disease or treatmentOF US Social Media Users....23% have followed their friends’ personal health experiences or updates17% have used social networking sites to remember or memorialize others who suffered from a health condition15% have gotten any health information on the sites14% have raised money for or drawn attention to a health-related issue or cause11% have posted comments, queries or information about health or medical matters9% have started or joined a health-related group on a social networking site
  • develop a clear and measurable objective and determine how your use of social media will help you achieve that business objective. S.M.A.R.T.• What do you want to achieve? • Who do you want to reach? • How do you want to do it? • What social media tools will you use? • How does social media integrate with your overall communication plan in the long term?
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  • according to a Mashable report at the time of the switch,people were clicking “Like” almost twice as many times each day asthey were becoming fans—an indicator that “Like” was viewed asa less significant endorsement.
  • Highlight relevant researchImpart interesting health facts: Did you know… ?
  • The researcher, Simply Measured, drew its results from an admittedly small sample: just 15 Facebook brand pages. Doing so may have created a false sense of lift, especially since the greatest beneficiaries, Livestrong and Toyota, saw their engagement rates jump 161% and 156%, respectively.
  • Consumers may appreciate successful TV ad campaigns with interesting creative, but many still treat a commercial break as a great time to grab a snack or do some other quick chore away from the screen. Online, however, a video ad that pleases is one to be shared socially—and research indicates consumers are doing just that, and watching such ads more than ever before.According to data released in April from social video measurement firm Visible Measures, views of social video ads served to English-speaking audiences increased to almost 1.33 billion in Q1 of this year, a 78% rise over Q4 2011.
  • http:/www.facebook.com/ChildrensHospitalBostonLewis described the audience engagement — the primary measures of social media success — as “amazing.” Being able to tell good stories and acting as a patient resource, both of which Children’s does exceedingly well, are also two skills that hospitals need to demonstrate in order to have an effective social media strategy, Lewis said.
  • More than 20 biopharma Facebook accounts—company, disease awareness and brandedSanofi partners with March of Dimes
  • Over 6 million views in 6 years
  • More than 55 biopharma Twitter accounts—company, disease awareness and branded
  • Leverage thought leadership, government official, policy maker, mediaTarget: Policy makers, government officials and appropriate media outlets.
  • Consumer engagement on the rise on brand pages, but not reaching the levels of other social networksBrands have been creating company pages on Google+ since November 2011, and consumer engagement with brand content seems to be picking up.In May, Simply Measured released its report tracking brand page adoption and engagement by looking at the pages for Interbrand’s Top 100 companies—64 of which have verified pages on Google+. Additionally, more consumers are adding these companies to their Circles. As of May 7, 2012, at least 5,000 people had added 35% of these Top 100 brands to their Circles, up from 21% as of February 7. Additionally, 22% of brands had been “Circled” by more than 100,000 people, an increase from 13% in February.
  • Full explanation of policy: http://socialmedia.mayoclinic.org/2012/04/05/a-twelve-word-social-media-policy/
  • Target: Policy makers, government officials and appropriate media outlets

The social life of healthcare The social life of healthcare Presentation Transcript

  • The Social Life of Healthcare:Who, Why & HowHealth Consumers & IndustryUse Social Media
  • Eileen O’BrienDirector of search &innovationMaureen HallDigital marketing strategistConnecting People+Brands
  • Why Social Media?
  • Making Connections with People
  • Amplification Power: Source: Jake McKee & 90-9-1.com1%Key Influencers9%Sharers90%Audience
  • The Social Life of Health is RobustOnline conversation about healthis driven by 2 forces:1. The availability of social tools2. The motivation, especiallyamong people living withchronic conditions, to connectwith each other: Source: Pew Internet & American Life Project
  • A Channel, NOT a StrategyStart with an objectiveCreate a strategyDetermine the besttactics
  • 7 Business Drivers of Social MediaPick any 2 at one time:1. Enhance Branding & Awareness2. Protect Your Reputation3. Enhance Public Relations4. Build Community5. Enhance Customer Service6. Facilitate Research & Development7. Drive Sales & Leads
  • 7 Business Drivers of Social MediaPick any 2 at one time:1. Enhance Branding & Awareness2. Protect Your Reputation3. Enhance Public Relations4. Build Community5. Enhance Customer Service6. Facilitate Research & Development7. Drive Sales & Leads
  • Who’s UsingSocial Media?
  • Who? Bio/Pharma11Company, diseaseawareness and branded> 20 Facebook pages> 55 Twitter accounts> 40 YouTubechannels
  • Who? Hospitals12>4,000 social-networkingsites1,068 Facebook pages814 Twitter accounts575 YouTube channelsAs of Oct. 2011
  • Who? Providers13Almost 90% ofphysicians use socialmedia for personalpurposes> 65% use it forprofessional purposes
  • Who? Health Consumers14Source: ManhattanResearch, Cybercitizen Health, US2008-2011ePatients =educatedengagedempoweredThey seekout, share, andsometimes createinformation abouthealth and wellness
  • 1/3 US Adults Use Social Media toDiscuss Health Issues15Source: PricewaterhouseCoopers, 2012 42% accessed reviews oftreatments or physicians 25% posted about their healthexperience 61% trust their healthcare provider& will interact with them via socialmedia 37% trust information from a drugcompany 40% report that info gleaned fromsocial media would affect the waythey manage chronic conditions orhow they look at diet and exercise
  • The Power of ePatients16Source: ManhattanResearch, Cybercitizen Health, US2008-2011 Katherine Leon spurred aMayo Clinic doctor toresearch her rare cardiacdisease (SCAD) andrecruited for the study viasocial media Study filled in 1 week
  • ConsumerExpectations
  • Only 42% of activeFacebook users agreethat “Like” means theyare a fan or advocate ofthe company• 25% disagree• 33% indecisiveSource: ExactTarget,The Meaning of Like #10, 2011.“Like” is a Form of Self Expression
  • Something of ValueDealsDiscountsExclusive contentOn topic, relevantWhat’s Best forPatients?…and a Delivery VehiclePhoto OSU Archives, used by permission under Creative Commons
  • 35% say that after“liking” a brand onFacebook, they expect tohear from the company• Yet 58% say that theyhave never received aresponseSource: Lithium Technologies,April 2012Conversation RequiredPhoto kdinuraj, used by permission under Creative Commons
  • 25% of respondentsexpect to hear back froma company when theytweet about a brand orproduct• Only 9% say they actuallyhave gotten a responseSource: Lithium Technologies,April 2012Conversation RequiredPhoto Eric Fischer, used by permission under Creative Commons
  • Ask questionsPollsControversial newsLet them tell theirstoriesStage a live Q&AEncourage Comments
  • Photos & Videos get themost sharesEngagement with photos& videos +65% sinceFacebook Timeline introSource: Simply MeasuredSharing is the Holy Grail
  • 4x’s higher CTRs+ Dwell Time+ SEO500 years of videowatched/day on FB700 videos/min sharedon TwitterVideo: Not Just for YouTube
  • 40% of all internettraffic in 2011(50% by YE2012)52% of all mobiletrafficSource: CISCOVideo: Fits Every Screen
  • How toUse Social Media
  • Facebook.com/ChildrensHospitalBoston
  • Facebook.com/SoundsOfPertussisPartner withTrust Agent
  • YouTubecomments can golive, be moderatedor turned offYouTube.com/JNJHealth
  • #RXSavestweetchatTwitter.com/AstraZenecaUS
  • Writers post without approval, moderatecommentsLillypad.Lilly.com
  • Pinterest.com/NovoNordisk
  • Pinterest.com/VirtuaWoman
  • Google+• 100Madopters• Requirescontent &engagement• Good forsearch
  • 12 Word Social Media PolicyDon’t Lie, Don’t PryDon’t Cheat, Can’t DeleteDon’t Steal, Don’t RevealSource: Farris Timimi,The Mayo Clinic Social Media Center
  • Last WordsThe biggest risk inhealthcare social mediaIs not participating in the conversation.Source: Farris Timimi,The Mayo Clinic Social Media Center
  • Thank You!Questions?
  • Eileen O’BrienDirector of search &innovationMaureen HallDigital marketing strategistConnecting People+Brands