Healthcare Social Media: The Conversation That Is Defining Your Brand

Melissa Davies
Strategic Accounts Director, Healthcare
April 20, 2011
Healthcare Social Media
The Conversation That Is Defining Your Brand

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

Social media and health
Getting Started
3

Social
Networks
Micro-
blogs
Reviews
Social
Media
Media
Sharing
Blogs
Discussion
Forums
Social
Gaming
Defining the social media landscape
Create personal profiles to facilitate keeping in touch, meeting new people, and sharing key interests
Sign up for a personal feed to broadcast activities and receive real-time updates (e.g., news, friends, celebrities)
Evaluate and rate products and services based on personal experience
Upload, share and comment on photos, videos and audio to facilitate mass distribution of rich media
Create individual blog to discuss opinions, and experiences based on daily life
Register for communities to discuss specific topics, seek advice / discuss mutual interests
Connect with friends / individuals to play and discuss popular games in the online space
4

Social media outpaces all other online activities
SOURCE: Nielsen NetView, June 2010
*Other refers to 74 remaining online categories visited from PC/laptops. **NetView’s Video/Movies category refers to time spent on video-specific (e.g., YouTube, Bing Videos, Hulu) and movie-related websites (e.g., IMDB, MSN Movies and Netflix) only. It is not a measure of video streaming or inclusive of video streaming on non-video-specific or movie-specific websites (e.g., streamed video on sports or news sites).
5

Even Grandma is on Facebook
% of Adult Internet Users Who Use Social Networking Sites
Social networking use among internet users ages 50 and older has
nearly doubled –
from 22% to 42% over the past year
SOURCE: Pew Research Center
6

Online health-seeking continues to grow
Eight in ten internet users look online for health information, making it the third most popular online activity among all those included in the Pew Internet Project’s surveys.
SOURCE: Pew Research Center’s Internet & American Life Project surveys, 2008-2010
7
7

Where do today’s consumers get health information?
8

“Cyberchondriacs” on the rise
86% were satisfied with their ability to find the information they want online
81% of all Cyberchondriacs have looked for health information online in the last month
85% believe the information they found is reliable
17% have gone online to look for health information 10 or more times in the last month
SOURCE: The Harris Poll, Harris Interactive

Mobile is changing internet use
Trend to Watch
11

Explosion of mobile is well documented
14%
of mobile subscribers have downloaded an app in the last 30 days
Mobile phones will overtake PCs
by 2015
A typical U.S. mobile subscriber sends and receives
175%
more text messages than voice calls
SOURCES: Nielsen, Nielsen Mobile
12

Mobile internet use is increasing
% of all adult cell owners who do the following on their phones (2010)
One-year change in use of cell phones to access the Internet:+52%
SOURCE: Pew Research Center's Internet & American Life Project, 2010

Who is more likely to use the mobile web?
Younger Groups (no surprise)
Minorities
SOURCE: Pew Research Center's Internet & American Life Project, 2010

Mobile increases web, social utilization
Facebook Mobile Users
People who use Facebook on their mobile devices are
twice
as active
on Facebook as non-mobile users
SOURCES: Facebook.com, AllFacebook.com, InsideFacebook.com

Four lessons from healthcare social media
16

Which conditions drive most active online discussion?
17
Lesson 1

Discussion volume by condition
18

Fibromyalgia
Cardiovascular Disease
Depression
Hypertension
ADHD
Breast Cancer
Hodgkin’s Lymphoma
Non-Hodgkin’s Lymphoma
Ovarian Cancer
Bipolar Disorder
Gout
Type 1 Diabetes
Colorectal Cancer
Brain Cancer
Multiple Sclerosis
COPD
Cystic Fibrosis
Schizophrenia
Ulcerative Colitis
Type 2
Diabetes
Rheumatoid Arthritis
Arthritis
Key:
Cardiovascular
Chronic Condition
Mental Health
Oncology
Pain
Alzheimer’s Disease

Two cancers, different discussion
Breast Cancer
Discussion feels hopeful: “no longer a death sentence”
Highly patient-driven
Highly engaged
Ratio of Messages: Prevalence
0.26
2,605,000
Ratio of Messages: Prevalence
0.51
Brain Cancer
High level of fear and frustration
Caregivers are more active
Very highly engaged
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.

671,507 messages
Oncology: buzz vs. prevalence
Ratio of Messages:Prevalence
Discussion Volume
10,205 messages
Hodgkin’s Lymphoma
18,024 messages
Non-Hodgkin’s Lymphoma
31,710 messages
Ovarian Cancer
Colorectal Cancer
56,508 messages
Brain Cancer
63,649 messages
Breast Cancer
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.

Mental health: buzz vs. prevalence
73,069 messages
Discussion Volume
414,813 messages
Bipolar Disorder
208,892 messages
Alzheimer’s Disease
191,499 messages
ADHD
497,442 messages
Depression
Schizophrenia
SOURCES: Prevalence data: Alzheimer’s Association, National Health Interview Survey 2009, National Institutes of Mental Health. Buzz is measured across NM Incite’s Healthcare dataset, 1/1/2010-12/31/2010.

Chronic: buzz vs. prevalence
Discussion Volume
45,419 messages
66,772 messages
85,346 messages
117,376 messages
Cystic Fibrosis
2.845
56,203 messages
Multiple Sclerosis
Type 1 Diabetes
Type 2 Diabetes
COPD
SOURCES: Prevalence data: NIAID, NWHIC, Cleveland Clinic, National Heart Lung and Blood Institute, Cystic Fibrosis Foundation. 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

Implications
How active/important is social media for my therapeutic area?
Online advertising spend
Market research approach
Social media engagement (branded/unbranded)
25

What information is shared online?
Lesson 2
26

Discussion is broad-ranging
Emotional support
Doctor-patient interaction
Personal Experience
Treatment options
Symptoms
Management strategies
Brand-specific discussion
~20%

Buzz snapshot: type 2 diabetes
Source: NM Incite analysis of Type 2 Diabetes discussion 1/2011. Word cloud image created using Wordle.net

Online currency: personal experience
"My own personal experiance has been good. I started Onglyza in late January and I still inject Lantus daily 23-25 units and take one 5mg Onglyza. For the first few months I was able to cut the Novalog to an occasional correction and for the last month or so haven't even needed to do that. My BG average since starting is 109 with 98% of my numbers ranging 151-67. For the last 5 weeks my average has dropped to 101 with most readings falling between 70 and 130. 8 months ago my A1c was over 10, late January it was 8. 6, my next A1c is in early August and I expect to see somewhere around 5. 5." Tudiabetes.org, 2010-06-05
Treatment regimen, dosage
Personal experience
Monitoring health “by the numbers”

Positive and negative are shared
"I want to go off the met. . . tummy issues and have been on it since November 2 x 5oo mg xr 2 x a day. . thats a lot of met plus the onglyza which does nothing as far as I can tell. Still need to lose about another 20 lbs. . . am 5'2'' and 148 lbs. Loved the effects of the victoza on weight but not the constant nausea. Had been on duetact for a while. . but kept going hypo. Then Glymepiride. . made me hungry as all get out. Sheesh. . . . am so sick and tired of the whole thing!!!!" Diabetesforum.com, 2010-05-21
Side effects
Lack of efficacy
General frustration with treatment history

Internet as second opinion
"My Dr. just prescribed onglyza. I did a text search of the group but haven't seen it mentioned. Does anybody have any knowledge on this newly approved drug?" Yahoo! Groups: type-2-diabetes, 2010-01-30
Looking for more information
"Onglyza Is anyone taking this? Hubby was prescribed it today and I see that it hasn't been out very long. Does anyone know anything about it?" Diabetesforums.com, 2010-02-26
Caregiver involvement
"Has anyone heard anything about onglyza? I saw a commercial for it yesterday and was wondering if it could be used with Byetta?" Yahoo! Groups: diabetes_and_byetta, 2010-06-07
Treatment combination

Implications
What is patient lexicon surrounding this condition?
Language that will best connect with patients
Marketing
Patient/physician education materials
How do patients feel about my brand?
Understand frustrations, challenges, needs
Do we need to do a better job of setting patient expectations?
Patient education materials
Package insert, branded collateral
Physician communication
32

Who takes part in the discussion?
Lesson 3
33

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

Implications
Who can we hear through social media channels?
Market research approach
Who can we reach through social media channels? How should we tailor the message to the audience?
Marketing spend allocation
Planning for online engagement
35

What happens when a brand is in crisis?
Lesson 4
36

Brand crises drive buzz
Trended Buzz for JNJ and Recall (Weekly)
Children's Benadryl, Motrin, Rolaids, Nov. 2010
Infant & Children's Products, April 30, 2010
Rolaids Softchews, Dec. 9, 2010
Tylenol and other products, January 14, 2011
Tylenol, Benadryl & Motrin, July 8, 2010
Tylenol 8 Hour, Oct. 18, 2010
Tylenol, Benadryl, June 15, 2010
Children’s Tylenol, Sept. 24, 2009
Zyrtec, Motrin &Tylenol, March 2010
Tylenol Arthritis, Nov./Dec. 2009
McNeil, Jan. 2010
37

Narrow window to act
Close-up View: Trended Buzz for JNJ+Recall (Daily)
What are they saying?
Day 1: Sharing the news
Day 3: Deeper dive: Which brands are recalled, why, what parents should do
Day 6: Congressional panel investigates recall
Infant & Children's Products Recall, April 30
One-day change in buzz:
+1740%

What do consumers share?
“Get generic or go with a different brand (PediaCare Fever/acetaminophen or Infant Advil/Ibuprofen). … The FDA report on the only factory that makes infant Tylenol/Motrin is absolutely DISGUSTING- so many horrible violations, gram negative bacteria in ingredients used in lots of medications for BABIES! Don't expect to see "safe" Tylenol or Motrin on shelves for a looong time. I will never, EVER support that company again, if I can avoid it- and I can certainly avoid supporting them through these meds, as there are non-McNeil generics and brand names available.” TheBump.com, 2010-05-07
Frustration with the company

What do consumers share?
“Friday Freakout: Tylenocalypse Edition We left town early, and so we at least saved our own weekend from the gigantic )#($%ingfreakout that is the massive recall of liquid infant's and children's Tylenol, Motrin, Zyrtec, and Benadryl products issued Saturday. Wait, Saturday? What the hell kind of government agency issues a sweeping recall of some of the most popular children's medicines on a Saturday? … That would be the FDA. This is not the first time the FDA has had ineffective, hard-to-follow recall announcements; I hope someone's trying to fix that place.” DaddyTypes.com, 2010-05-03
Frustration with the recall process

Implications
How quickly does crisis news spread among consumers?
What are patients and caregivers saying about the event? What information sources are they sharing?
How does consumer opinion about the brand change as a result?
41

Questions? Thank you!
Melissa Davies
Strategic Accounts Director, Healthcare
Melissa.Davies@nmincite.com
@MelissaKDavies
42

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Healthcare Social Media: The Conversation That Is Defining Your Brand

by NM Incite, a Nielsen McKinsey Company on Apr 27, 2011

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Healthcare Social Media: The Conversation That Is Defining Your Brand — Presentation Transcript