Presentation to  INSEAD Healthcare Summit: Social Media
Communications Timeline Fewer Voices More Voices
Social Bookmarks Video Communities Networking Sites Wikis & Social Search Semantic Web Blogs & Microblogs Photo Communitie...
Who Uses It? <ul><li>Nearly 25% of adults  in Europe and the US use social media sites </li></ul><ul><ul><ul><ul><li>Even ...
Who Uses It? <ul><li>Women 55+ remain the fastest growing user group </li></ul><ul><li>More users  between the ages of  45...
Is every type of patient connecting?
HCPs are Also Using Social Media <ul><li>About 90% of U.S. physicians report that the Internet was essential to their prac...
Why should you care about the social web?
Consumerization of Health Care
What can I do with it? <ul><li>Monitor conversations </li></ul><ul><li>Engage with patients </li></ul><ul><ul><ul><ul><li>...
Who’s doing it well?
Who could be doing better? If your “insights” are off-base you’re likely to hear about it
Thank You!
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Gto Consumer Apelles

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  • I’m not saying I like or dislike the Motrin ad, but perhaps their insights weren’t off base after all.

    ’...according to a Lightspeed Research survey, almost 90% of women had never seen the ad. Once they saw it, about 45% liked the video, 41% had no feelings about it, and 15% didn’t like it. Even fewer, 8%, said it negatively affected their feelings of the brand, compared with the 32% who said it made them like the brand more.’

    http://su.pr/2lQrND
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Gto Consumer Apelles

  1. 1. Presentation to INSEAD Healthcare Summit: Social Media
  2. 2. Communications Timeline Fewer Voices More Voices
  3. 3. Social Bookmarks Video Communities Networking Sites Wikis & Social Search Semantic Web Blogs & Microblogs Photo Communities Social Ranking Sites Sharing Links to New Content Sharing Media Sharing Thoughts <ul><ul><li>Connecting </li></ul></ul><ul><li>the Dots </li></ul>
  4. 4. Who Uses It? <ul><li>Nearly 25% of adults in Europe and the US use social media sites </li></ul><ul><ul><ul><ul><li>Even greater percentage of adults in many Asian markets </li></ul></ul></ul></ul><ul><li>Facebook alone has 300 million users </li></ul><ul><li>Social networks are visited by 67% of the global online population </li></ul><ul><li>Will undoubtedly transform the lives of the next billion internet users </li></ul>
  5. 5. Who Uses It? <ul><li>Women 55+ remain the fastest growing user group </li></ul><ul><li>More users between the ages of 45-65 than there are between 13-17 </li></ul><ul><li>Time spent on social sites is growing at 3x the overall internet rate </li></ul><ul><li>Accounts for almost 10% of all time spent online </li></ul><ul><li>36% of consumers are looking for health information online </li></ul>Source: Nielsen
  6. 6. Is every type of patient connecting?
  7. 7. HCPs are Also Using Social Media <ul><li>About 90% of U.S. physicians report that the Internet was essential to their practice </li></ul><ul><li>Only about a fifth of physicians felt this way in 2001 </li></ul><ul><li>2/3 online European physicians use Wikipedia as a medical resource monthly or more often – and they’re even recommending it to patients. </li></ul>
  8. 8. Why should you care about the social web?
  9. 9. Consumerization of Health Care
  10. 10. What can I do with it? <ul><li>Monitor conversations </li></ul><ul><li>Engage with patients </li></ul><ul><ul><ul><ul><li>Bring content to the places where your patients spend time </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Contribute to patient conversations </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Build online communities to address patient needs where they are unmet </li></ul></ul></ul></ul><ul><li>Foster conversations about your brand to drive awareness and interest </li></ul>
  11. 11. Who’s doing it well?
  12. 12. Who could be doing better? If your “insights” are off-base you’re likely to hear about it
  13. 13. Thank You!

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