International Healthcare Social Media Summit

The right formula for healthcare communications
First Annual International
Healthcare Social Media Summit

Today
Tipping point for health and social media
Our Social Framework for engaging social media programmes
Our social media malaria insights
GLOBALHealthPR’s prescription for malaria social media engagement
Your questions

A tipping point for health and social media

Why now for health?
Technology
New health dynamic
Regulations

Technology
Web 1
Web 2
Web 3
Data transferability
Engagement
Usability

New health dynamic
NIELSEN INDIA
Forecast 45 million users of social networks by 2012
45,000 joining daily
MEXICO
30+ million internet users
4 million twitter users
1 out of 10 has a blog
Fastest growing sector in Facebook is women over 40

Portugal
Sandra Pestana thesis
28% of the Portuguese use the internet to search information on health
This search of health subjects doubled between the years of 2005 and 2009
18% of the national hospitals provide internet to their patients
Of nine assessed patient groups:
100% have Facebook pages
66% have testimonial areas
45% have blogs and forums

New health dynamic
PEW USA
59% of all American adults went online for disease and treatment information in 2010
25% of all American adults have referred to social media comments when seeking medical information
23% of American social network users follow their friend’s personal health online

New health dynamic
BUPA UK
UK Internet users using online information on health matters increased from 37% in 2005 to 68% in 2009
70% looking for information for their own health issue; 22% for someone else
HealthUnlocked.com
National Rheumatoid Arthritis Society built 300 active members in three months
470 blog posts / 658 survey responses

Regulations
FDA
ABPI
Transparency
Information vs. promotion clarity key

Our approach

Our SM principles
Understand
Add lots of value
Leverage unique insights
Be open minded

Smart listening
Personal engaging proposition
Social Framework

Social media malaria insights

Nathan’s story

Hypotheses
Malaria prophylaxis does not tend to be discussed in the social media space, conversations focus on managing acquired symptoms
Insights and understanding of malaria do not tend to be shared between countries in the social media space
Conversations about malaria in the social media space will not be lead by official healthcare institutions
World Malaria Day will cause a long tail in social media activity

Baseline
Additional
Breadth and depth

The right approach
Avoid the niche
Understand mainstream malaria engagement
Maximise efforts
Mix of automated and manual tools

Our findings

Identified blogs

New blog posts per day

New blog comments per day

Number of tweets per day

World Malaria Day quantitative findings

New blog posts
World Malaria Day

New blog comments

Number of tweets

Additional insights
In markets with high prevalence, malaria is seen as similar to “bad luck” or having a cold and social media interactions about the condition treat it as such
In markets with low prevalence, conversation is focused on disease epidemiology and science

Additional insights
Tendency for social media active malaria prone countries to reach out to other countries with similar disease prevalence levels
Time zone is as much of a barrier to international social media engagement as language issues

Conclusions
Malaria prophylaxis does not tend to be discussed in the social media space, conversations focus on managing acquired symptoms. NOT CONFIRMED INTERNATIONALLY
Insights and understanding of malaria do not tend to be shared between countries in the social media space. CONFIRMED
Conversations about malaria in the social media space will not be lead by official healthcare institutions. CONFIRMED
World Malaria day will cause a long tail in social media activity. NOT CONFIRMED INTERNATIONALLY

Prescription for malaria social media engagement

Smart listening
Social Framework

Through science, collaboration and action, we can stop malaria impacting people you care about
Give malaria personal relevance
Suggest that we have something interesting to say from a scientific perspective and believe the future of the disease can be improved
Establish an urgency in taking action
Encourage experience sharing in the social space

Local adaptation

Mexico

Conclusions

Digital malaria
Identified challenges and opportunities healthcare institutions face
Understand social audience to engage them
Opportunity to lead and shape dialogue
World Malaria Day 2011 impacted social media; this can be built upon in 2012
Malaria needs to be given personal relevance for disease awareness activities to contribute to improved health behaviours

Insightful action
Tipping point for health and social media
GLOBALHealthPR healthcare experts and uniquely placed to apply our Social Framework to listen, interpret and inform personal engaging propositions for social media

International Healthcare Social Media Summit

by SpectrumScience

Accessibility

Categories

Upload Details

Usage Rights

1 Embed 84

Statistics