Five Steps in Healthcare's Social Media Agenda
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Five Steps in Healthcare's Social Media Agenda

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Peppers & Rogers Group has created a five-part agenda for establishing a social media practice that will allow payers, providers, pharma companies and others to do see real economic and relationship ...

Peppers & Rogers Group has created a five-part agenda for establishing a social media practice that will allow payers, providers, pharma companies and others to do see real economic and relationship impact.

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Five Steps in Healthcare's Social Media Agenda Five Steps in Healthcare's Social Media Agenda Presentation Transcript

  • make an impact!5 Steps in Healthcares Social Media Agenda April 25, 2012COPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 1
  • Today’s Speakers Marc Ruggiano Dietrich Chen, Ph.D. Elizabeth Glagowski Partner, Director, Executive Editor, Strategy Peppers & Rogers Group Peppers & Rogers Group Peppers & Rogers GroupCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 2
  • Event logistics Please turn off your pop-up blocker • You will not be able to participate in today’s survey Download a PDF of today’s slides • Click the green PDF icon Have a question for the presenters? • Click the red Q&A icon Helpful tools • Click the gold question mark for help with technical issues • Enlarge slides when needed • Twitter Hash tag: #prghealthcareCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 3
  • Agenda Why Social Media Is Important in Healthcare 5 Steps in Healthcares Social Media Agenda Self-DiagnosisCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 4
  • Why Social Media is Important for HealthcareCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 5
  • Time spent on traditional media is shifting towardonline and Social Media ?? TV Outdoor How do we identify, engage Press Radio and serve existing and prospective customers onTime spent online is chipping away online channels?from TV and other traditionalmedia Portals, online communities, and social media are not alternative channels anymore! That is where the conversation is taking placeCOPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 6
  • Social Media has gone mainstream and ubiquitous • 70% of all web content is consumer- generated media • 50% of the world population is under 30; 96% of those have joined a social network • 25% of all website page views point to the top 10 social networking sites • 78% of consumers trust peer recommendations by social media • 34% of bloggers post opinions about products and brands – there are 112 million blogs, and 120,000 new blogs/dayCOPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 7
  • And a large portion of consumers is already seeking out health Consumer reviews top the list of health informationinformation through social media viewed through social media Percentage of consumers viewing health information through social media PwC Health Research Institute – Social media “likes” healthcare 3 Chart PackCOPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 8
  • Nearly 30% of consumers have supported a healthConsumers cause or media for health-related activities related use social commented on others’ health experiences via social media Percentage of consumers who use social media for health-related activities PwC Health Research Institute – Social media “likes” healthcare 4 Chart PackCOPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 9
  • Consumers appreciate services offered through social media channelsby providers, insurers, and pharma Percentage of respondents finding Percentage of respondents finding value in value in services offered by healthcare services offered by health insurers and drug providers via social media companies via social media mediaCOPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 10
  • 45% of consumers said information found via social mediaSocial media plays an important roleseek a second opinion would affect their decision to in influencing consumers’decisions related to health Likelihood of information found via social media affecting health decisionsPwC Health Research Institute – Social media “likes” healthcareChart PackCOPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 11
  • Consumers are more likely to trust information fromand shareare more willing towith information, the providers Consumers information share healthcare more they trust their healthcare partner Likelihood to trust and share information via social mediaPwC Health Research Institute – Social media “likes” healthcareChart Pack © 2012. ALL RIGHTS PROTECTED AND RESERVED. COPYRIGHT 12
  • 5 Steps in Healthcares Social Media AgendaCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 13
  • Social Media Success – a 5 Part Plan 1 Under- stand It 5 2 Embrace Include It It Social Media Success 4 3 Observe Explore It ItCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 14
  • 1 Understand itSome common concerns about But Social Media is here to stay –Social Media… with consumers being active participants and seeking control of their own health “…we are looking to the FDA since we are • Familiarize yourself with social so highly regulated...” media concepts, tools, and “…social media vendors can be paralyzing..” • Learn from the experience of early adopters in healthcare and research best practices “…it’s still so • Understand which social media new, what’s the channel is most appropriate for ROI?..” your specific goalsCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 15
  • 1 Best Practice: GlaxoSmithKline (GSK) leverages social media in a variety of ways: • Facebook: – Share company news – Answer subscribers’ questions – 24,000 “likes” • Twitter: – Report news and other company activities – 6,500 followers • Flickr: photos that journalists are free to use • YouTube: videos about financial performance, philanthropic activities • LinkedIn: healthcare networking and recruitmentCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 16
  • 2 Embrace it Healthcare companies must harness this opportunity • Make social media a defined and formal part of your business • Establish a budget appropriate for your goals • Determine which areas would most benefit from social media • Make social media education a formal objective for key employees • Designate a social media subject matter expertCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 17
  • 2 Best Practice:Roche Social Media Playbook Summary• Four page document, text only• Outlines Roche’s philosophy on social media• Establishes a set of ground rules and principles• Establishes seven rules of communication – When speaking about Roche as an employee – When speaking on behalf of Roche as an employee• High degree of employee latitude with caution on product, financial info• Typically playbooks include comprehensive background materials on social networks; Roche assumes prior knowledge and does not attempt to educate on either social media itself or Roche’s social presences (may be in training or in an internal, more comprehensive version of this document) Public version can be found at http://www.roche.com/social_media_guidelines.pdf COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 18
  • 2 Best Practice:Roche Social Media Principles in Short7 Rules for PERSONAL online activities 7 Rules for PROFESSIONAL online activitiesSpeaking “about” Roche Speaking “on behalf of” Roche• Be conscious about mixing your • Follow the Roche Group Code of personal and business lives Conduct and Communications Policy• You are responsible for your actions • Follow approval processes for publica- tions and communication• Follow the Roche Group Code of Conduct • Mind Copyrights and give credit to the owners• Mind the global audience • Use special care if talking about Roche• Be careful if talking about Roche. Only products or financial data share publicly available information • Identify yourself as a representative of• Be transparent about your affiliation Roche with Roche and that opinions raised are your own • Monitor your relevant social media channels• Be a “scout” for sentiment and critical issues • Know and follow our Record Manage- ment PracticesCOPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 19
  • 3 Observe it Critical steps in monitoring social media conversations • Define objectives and goals (e.g., alerts when consumers post negative or positive comments) • Decide where to monitor – start by monitoring conversations for a period of time to understand what types of topics are being discussed • Develop an interaction plan that meets objectives • Create a comprehensive monitoring strategy, including a formal ‘listening programCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 20
  • 3 Best Practice: “…its’ important that UCB Pharma, a biopharma focused we are listening and on severe diseases, uses social not afraid of adverse media “listening” to gain insights: events..” • Shape clinical trials and messaging by listening to patient conversations on sites like “…if we are not listening PatiensLikeMe.com authentically, and if we’re not being open, we’re sending a • Scan for AE: message that ‘we really don’t – “Scrape” conversations want to hear from you.’..” patients are having online – Identify keywords that could raise AE issues “…we listened to patients – Rate of AE is about 2-3% of all passively. And we heard comments something, a nugget of information, that... helped us narrow the field…”COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 21
  • 4 Explore it Pilot programs are key in the learning process • Identify several social media pilots or proof of concept opportunities (e.g., “crowd-sourcing” pilot for product development) • Execute and evaluate the outcome of the pilots • Capture lessons to inform refinements and next steps • Extract data and develop business case for investing and participating in social mediaCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 22
  • 4 Best Practice:Medicis is the leading independent specialtypharmaceutical company in the United States,focusing primarily on the treatment of dermatologicaland aesthetic conditionsMedicis wanted a community model to supportmarketing for a new product• Created a private seed community of 200 people: Survey about beauty, aging, and perceptions of products and treatments in the market• Helped design a microsite – Chose the community elements (video blog, private community, email newsletter, Q&A features, real people stories) – Helped shape the editorial strategy• Filmed a six-episode web series to educate consumers• The community discussed the episodes and specific treatment options COPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 23
  • 4 Best Practice:Results• Requests for specific products increased 400% at featured doctors’ offices• Visits to featured doctors doubled• With only word of mouth promotion, 50,000 women visited the website in the first six weeks• Medicis was awarded an IABC Golf Quill for the campaignCOPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 24
  • 5 Include it Social Media needs to be aligned with corporate strategy • Identify and document a clear set of social media priorities • Determine a budget that identifies investment resources • Gather support from key stakeholders in the organization • Ensure that the social media strategy is aligned with the company’s overall business and customer strategy • Communicate the expected outcomes to employees and stakeholdersCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 25
  • 5 Best Practice: Mayo Clinic has woven social activity throughout its operations: • Mayo Clinic Social Media Health Network: – Serve as a resource for health-related organizations (Peppers & Rogers Group is a member) – Provide webinars, workshops, boot camps, online curriculum to train healthcare professionals on the use of social media – Offer consulting and coaching on aligning social media strategies with business goals • Facbook/Twitter: Doctors share insights quickly – Report news and other company activities – 6,500 followers • Blogs: Share information and encourage questionsCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 26
  • Self-DiagnosisCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 27
  • Social Readiness ChecklistCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 28
  • We can help you understand the social media landscape, whatstrategy options are available, and how to test and deploy them 1 2 3 4 Social Social Social Pilot Media Media Media Programs and Assessment Strategy Strategy and Insights Deployment Options DesignCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 29
  • PRG Healthcare Practice Activity 1. Social Media and Trustability Assessment and Working Sessions • Assess the social media and trust capabilities at your organization • Schedule your own on-site working session for your colleagues • Contact Tom Schmalzl at tschmalzl@peppersandrogersgroup.com 2. Peppers & Rogers Group Healthcare Webinar Series • “Case Study: Making the Consumer-centric Transformation” – May 17 • View archived webinars • Register at http://www.peppersandrogersgroup.com/healthcare 3. Follow us on Twitter @PeppersRogers 4. Follow us on Facebook.com/PeppersandRogersGroupCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 30
  • Q&A Session Marc Ruggiano Dietrich Chen, Ph.D. Elizabeth Glagowski Partner, Director, Executive Editor, Strategy Peppers & Rogers Group Peppers & Rogers Group Peppers & Rogers GroupCOPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 31
  • Marc Ruggiano Dietrich Chen, Ph.D. Partner Director mruggiano@peppersandrogersgroup.com dchen@peppersandrogersgroup.com +1.203.989.2189 (office) +1.203.989.2200 (office)COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 32