Social Media in Health Care


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What is Health 2.0? How are patients using the web to find answers to their health questions?

Social Media in Health Care was created to answer these questions. This presentation discusses how Web 2.0 has changed patient communication and how sites like Twitter, Facebook and YouTube are helping patients create health communities. Find out how patients are becoming prosumers as they take control of their health care more than ever before.

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Social Media in Health Care

  1. 1. 2Presentation Overview! "Social Media Overview! "Health care and Social Media! "The art of social media! "The science of social media! "Where’s the social media in health care reform?
  2. 2. 3Social media defined! "Internet-based tools used for sharing and discussing information among people! "Activities that integrate technology, social interaction and the construction of words, pictures, videos and audio! "Information depends on the varied perspectives and “building” of shared meaning among communities - Wikipedia
  3. 3. 4 Shift of power The power to define and control a brandis shifting from corporations and institutions to individuals and communities
  4. 4. 5Social media is a conversationSocial media is a conversation online! " Look who’s talking: !" your physicians !" your patients !" your employees !" your critics !" your fans !" your competition.... !" anyone who has Internet access and an opinion.
  5. 5. 6 Social media is a channel! "The conversation on Social Media is not: !" controlled !" organized !" “on message”! "The conversation is: !" organic !" complex !" speaks in a human voice! "Social media is not a strategy or a tactic – it’s simply a channel
  6. 6. 7 Why you should care about social media! "87% trust a friend’s recommendation over a critic’s review - Marketing Sherpa! "3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research! "1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent * Slide courtesy of Digital Influence Group
  7. 7. 8 How do people make purchasing decisions today? Informationgathering through …
  8. 8. 9“TheInternet makes information available. Google makes information accessible.” - Hal Varian, Chief Economist at Google
  9. 9. 10Social media ! " Social Networking ! " News & Bookmarking ! " Blogs ! " Microblogging ! " Video Sharing ! " Photo Sharing ! " Wikis ! " Geo Location Tools ! " Virtual Reality ! " Related: !" Podcasts !" Real Simple Syndication (RSS) !" Social Media Press Release
  10. 10. 11 More than just a trendSocial media sites are the fastest-growing category on the Web, doubling traffic over the last year. ! " 73% of active online users have read a blog ! " 45% have started their own blog ! " 39% subscribe to an RSS feed ! " 57% have joined a social network ! " 55% have uploaded photos ! " 83% have watched video clips Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries
  11. 11. 12 The Power of your Website! "The influence of professional services websites on purchasing decisions has increased significantly over the past four years. According to the survey, 74% of buyers report the provider’s website holds at least “some influence” over their ultimate decision to buy services from the provider. survey
  12. 12. 13
  13. 13. 14How do consumers get their information? When consumers face a challenge, they typically: 1." Google their diagnosis 2." Spend 20 minutes information gathering and getting totally overwhelmed 3." Call someone from their in-person social network
  14. 14. Why we are using social media 15! " 60 – 80% of Americans have used the Internet to find health information, and as of January 2008, the Internet rivaled physicians as the leading source for health information.
  15. 15. 16 The power of collective wisdom! "This is the foundation of Health 2.0! "The value of network effects or the harnessing collecting intelligence! "“Groups are remarkably intelligent and are often smarter than the smartest people in them.” -James Suowiecki, The Wisdom of Crowds
  16. 16. 17It’s the local support group that has now gone global! "“It’s now possible to solicit and aggregate information from people all over the world and arrive at a collective decision with a few clicks of a mouse,” Surowiecki! "This collection of wisdom can rival the body of information that any single medical school or pharmaceutical company has assembled.! "According to the 2008 Edelman Trust Barometer: People tend to trust “a person like me” more than authority figures
  17. 17. 18 Then along comes social media -Multiple Myeloma! " People with like illnesses connecting ! " Multiple Myeloma is also represented on Facebook! " ! " My mom diagnosed with multiple myeloma ! " Peer recommended web site to visit ! " She posts an online question … gets response from woman in same age group with same disease ! " And gains a friend!
  18. 18. 19! "Could mis-information on health related subjects actually cause harm?! "But typically large groups also tend to be self correcting! "Consumers don’t let companies or bad sources get away with much!
  19. 19. 20 Think of today’s consumers as …! "Prosumers … they are proactively seeking health information! "80 percent of health searchers seek information for themselves while 20 percent are caregivers –Bonnie Becker of Yahoo! Health! "And prosumers are not just seeking one source of information… they are seeking an average of 5 information sites! "They are looking to re-confirm information every step of the way on the Web.
  20. 20. How are consumers seeking 21 their information?
  21. 21. 22Who is using what?
  22. 22. 23 Social media platform examples! "Wikis … Wikipedia! "Blogs … DiabetesMine, HealthMatters, WebMD! "Social networks … OrganizedWisdom, Patientslikeme, Daily Strength! "Video Sharing … YouTube! "Online Forums … Yahoo! Google Health
  23. 23. 24Prosumers are looking for what??
  24. 24. 25 People make people well!" Before the Internet, there was evidence that social networks had a positive influence on health!" 1979 large scale study showed that people with lowest levels of social contact had mortality rates 2 to 4 ! times greater than those with strong social network!" Since then, research has found that a stable and supportive social network improves health outcomes for people with a wide range of conditions
  25. 25. 26 But what about PHI?! "Privacy is definitely a concern! "Remember that we are in the “infancy” of case law related to the privacy of social network health information! "An educated and aware workforce is a smart workforce! "Just like staff can’t talk about a patient’s condition in a hospital elevator the same applies online
  26. 26. 27 Thought leadership example … Humana!" user/staysmartstayhea1thy!" A treasure trove of helpful content that explains health insurance!" And along the way, the content drives brand awareness, positioning … online and offline
  27. 27. 28 Be where the people are! "People are looking for online engagement … they expect it! "Health care organizations need to be where the people are being social! "In the “olden” days people had cocktail parties! "Today, many are socializing online
  28. 28. 29Aren’t people getting their information via newspapers?! "That’s one source! "But health care organizations need to integrate multiple, rich troves of information for people to find online
  29. 29. 30 Examples of information-rich health websites! " provides information, inspiration and tools to help prosumers take control of their health and improve their life.! " – launched by Blue Cross Blue Shield to gather data and develop products based on information gathering! "Angie’s List – full of consumer reviews of just about any profession you can think of! " – connect with others who are facing the same disease, share information
  30. 30. Think of your website as the online front31 door of your business! " What are you going to do to get them there?! " Drive traffic through social media! " Compelling content! " In-person networking! " Sales calls! " Use back-end analytics
  31. 31. 32 The future of social media and health care?! "More than ever, social media/the people will demand more openness and transparency! "Today’s consumers are smarter than ever and expect health care to come clean! "Increasingly, consumers are gaining more control over their health care decisions … choosing a physician, open marketplace! "Online patient/physician relationships as part of new and old service delivery models i.e., medical home! "Is your organization ready?
  32. 32. 33Web 2.0 ! "Mobile applications ! "Patient opinion leaders will continue to be major influencers on their peers as well as health care organizations ! "Forget the “old” websites that talk to your consumers ! "Today’s consumers want an interactive, two-way conversation with you ! "And keep an eye on email ...
  33. 33. 34
  34. 34. 35 Social media is communications! "Communication basics includes:! "Someone who wants to send a message! "Someone who will receive a message! "Information in some form
  35. 35. 36! "Noise (anything that disrupts communication)! "Feedback (verbal and non-verbal)! "Replication (Replication is an approximate goal and philosophically not perfectly possible, though desired)! "Understanding
  36. 36. 37 ! "You need to have a communications strategy ! "Who is your target audience? ! "What is your objective or outcome based thinking? ! "What precisely do you want out of the process? ! " What does the other person want? If I dont know, what are they likely to want? ! "What is the least I will accept out of the process? What problems could come up in the process?
  37. 37. 38Communications is a 2-way conversation! "Not your organization speaking from a bullhorn! "It’s being present online and responsive! "Exactly like you would have in person with someone at a party! "Introduce yourself! "Do a lot of listening
  38. 38. 39! "How will I deal with each one, and if possible, use the problem as a BENEFIT for the other person?! " How will I bring the process to a conclusion?! "“The ability to build and maintain rapport in communication is one of the key skills of a master communicator.” –
  39. 39. 40Social media voice requires ! "A compassionate voice of the organization ! "A personality to go along with the voice ! "The voice should represent your organization ! "Understand the social media “rules of engagement”
  40. 40. 41Rules of engagement! "Share information freely! "Give credit where credit is due! "Respond and engage! "Respect! "Build relationships
  41. 41. 42
  42. 42. There is a method to the social media madness Picture your website as the hub of all your online and real-life activities
  43. 43. How can 44you createpull to yourwebsite?!" Through engagement!" Through social media channels!" Utilize your social media channels as a lead funnel for patients to find you online and … in person.
  44. 44. 45! "Thought leadership positioning – your organization is an expert in health information! "Address trending health care related topics that are relevant and timely such as: !" Heart care in February !" Health care reform !" Deer hunting season in November !" How to shovel snow without hurting your back! "Content that addresses a patient’s pain point
  45. 45. 46Remember …
  46. 46. 47
  47. 47. 48 If the website is your hub! "Social media channels are the spokes! "Use these spokes to drive traffic back to your website
  48. 48. 49 The spokesVia FacebookVia Twitter
  49. 49. 50Affinity Health System website … the hub
  50. 50. 51Create leadsto create action ! "Compel existing patients or new patients to take action ! "Cross integrate information along the way ! "Capture viewers/readers information to connect and follow up
  51. 51. 52 Seeding content ! " Determine “key words” or search terms your patients/future patients are using to seek information! "Seek all existing content on website and social media channels for SEO (Search Engine Optimization)! "Consistency equals higher ranking on Google search engine
  52. 52. 53 Case example! "I’m a young expectant mother looking for more information on water birth! "I go to Google and search using key terms Water Birth and Oshkosh
  53. 53. Any content should include key 54words or commonly searched terms
  54. 54. 55Credibility ofsearch rankings! "How often do you go beyond page 1 on Google pages for reference?! "Typically, consumers think the higher the ranking the more credibility! "It’s like an online recommendation
  55. 55. 56 What a blog can do for your website! "A blog creates more SEO! "Which equals more traffic to your website! "Which creates more leads! "Which creates more captured leads
  56. 56. Social Media and 57 Health Care Reform! "A lot of conversations taking place online regarding reform! "Twitter! "Media! "Facebook! "Government
  57. 57. 58
  58. 58. But not a lot of health care organizations are saying anything ! "Why aren’t more speaking up? ! "Opportunity abounds ! "Brokers are speaking out
  59. 59. 60
  60. 60. 61 What’s needed in health care reform?! "We need interpreters to clearly communicate the changes taking place! "In a non-partisan voice! "For businesses! "For consumers! "For media
  61. 61. 62 Credit where credit is due! "Sarasohn-Kahn, M.A., M.H.S.A., THINK-Health. (2008). The Wisdom of Patients: Health Care Meets Online Social Media, Prepared for California HealthCare Foundation. California: iHealthreports.