Healthcare Social Media by the Numbers - SXSH 2011

Healthcare Social Media by the Numbers
Melissa Davies
Strategic Account Director, Healthcare
September 19, 2011

Introducing NM Incite
Trusted data provider, leveraging proprietary technology and buzz sources from 160+ million social media sites – across Twitter, Facebook, blogs, message boards, and customer reviews Global reach, in 18 countries (and growing)
Access to Nielsen’s proprietary consumer panels for online, TV, and retail purchases
Benchmarks and insights from over 150 clients, especially in health care, CPG, retail, auto, CE, Financial services
Market leader in enterprise social media monitoring/ analytics (Source: Forrester)
Industry-leading expertise in digital marketing, product development, and service operations
Capability-buildinginitiatives to enable incorporation of social media into core organizational processes
Functional expertise in translating social media metrics and insights into action and sustained improvement

The state of social media today
Getting Started
3

Social networks and blogs are still the top destination online
SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011

Females and 18-34 year olds most active social networkers

U.S. Internet users spent more time on Facebook than any other web brand

Emerging social network
Tumblr nearly tripled its unique U.S. audience over the last year

Mobile social media use is on the rise

Social networking app usage is up 30%

More women view video on social networks, but men watch longer

Active social media users are influential offline

Healthcare social media: who is talking, and how much?
12
Analyzing the Online Conversation

Health discussion volume by condition
13

Depression
Prevalence
Hodgkin’s Lymphoma
Lung Cancer
Prostate Cancer
Non-Hodgkin’s Lymphoma
Hypertension
Asthma
Bipolar Disorder
Ovarian Cancer
Type 1 Diabetes
Colorectal Cancer
Cardiovascular Disease
COPD
Brain Cancer
Multiple Sclerosis
Fibromyalgia
Alzheimer’s Disease
Breast Cancer
Ulcerative Colitis
Type 2
Diabetes
Rheumatoid Arthritis
ADHD
Arthritis
Key:
Cardiovascular
Chronic Condition
Mental Health
Oncology
Pain
Cystic Fibrosis
SOURCE: NM Incite custom analysis of online discussion within healthcare-relevant boards, blogs and groups, Jan. 2-Dec. 31, 2010

50%
Patients drive online discussion
Share of Discussion Contributed by Patient/Caregiver/HCP, by Condition
SOURCE: NM Incite custom analysis; speaker demographics are qualitatively assessed

Two cancers, different discussion
Volume of discussion
Prevalence:Authors
Breast Cancer
Discussion feels hopeful: “no longer a death sentence”
Largely patient-driven
Highly engaged
Breast Cancer: 124,000 messages
Brain Cancer
High level of fear and frustration
Highly caregiver-driven
Very highly engaged
Brain Cancer: 22,800 messages
SOURCES: Cancer prevalence data: US National Cancer Institute's Surveillance Epidemiology and End Results (SEER), 2007. Buzz is measured across NM Incite’s Healthcare dataset, 1/1/2010-12/31/2010.

Sampling the conversation
Brain Cancer
“Brain cancer is so awful. My mom is still in treatment, she has about 10 more avastin treatments left. She is 72, somewhat weak, hardly talks because she can't think of the right word to say and does nothing but sit in a chair all day and look out the window. I wonder what will happen once treatment ends, will she get any better or can we expect more of the same for the rest of her life.” CancerCompass.com, 2011-01-13
Breast Cancer
“I can related to the emotions impact of breast cancer you are feeling , I was shocked, scared, angry, overwhelmed , crushed , hopeless, when the doctors informed me … in order for me to survive this I had to take life with cancer one day at a time , surrounded myself with family, friends , prayer and faith . … you are not along in this fight , I will keep you and your family in my prayers.” National Breast Cancer Foundation Forums, 2011-01-29

Key takeaways
Conditions with highest prevalence are not necessarily the most discussed online
Lower prevalence often leads to greater online engagement
Aside from end-of-life conditions or conditions affecting the very young or the very old, patients themselves drive the majority of online conversation
HCP involvement in social media discussions on public forums remains minimal
Personal experience remains the currency of healthcare social media
18

Questions? Thank you!
Melissa.Davies@nmincite.com
@MelissaKDavies
19
State of the Media: The Social Media Report Q3 2011
http://blog.nielsen.com/nielsenwire/social/
Healthcare Social Media by the Numbers
http://www.nmincite.com

Healthcare Social Media by the Numbers - SXSH 2011

by NM Incite, a Nielsen McKinsey Company on Sep 22, 2011

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Healthcare Social Media by the Numbers - SXSH 2011 — Presentation Transcript

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