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International Healthcare Social Media Summit

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The evolution of Health 2.0 in our data-driven world calls for a shift in the way health organizations locate and communicate with their target audiences. While health challenges abound in local …

The evolution of Health 2.0 in our data-driven world calls for a shift in the way health organizations locate and communicate with their target audiences. While health challenges abound in local communities and on a global scale, so does the potential within the communication tools and technology that we hold. During this first of its kind summit, health communicators within the GLOBALHealthPR network from across the globe converge to present data and reveal insight from a global listening program which spanned [15] countries, assessing the impact and conversation around a specific global health pandemic, malaria. The IHSMS team discuss the implications for the data found and offer insight into strategies for using digital tools to benefit national and international healthcare organizations today.

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  • Web 1 – slow internet, low mobility, expensive software, lack of development community, organisational “push” marketingWeb 2 – faster, mobile, free software, extensive development, social, user generated, fragmentedWeb 3 – cloud computing, semantic web – information and opinions will find you
  • High quality communities around specific conditions form fast
  • As a network, we have pulled our insights into social media best practice to determine our working principles for social media campaigns.Be responsive – any social media activities should be based on listening and respond and adapt to the dialogue that is observedBe inclusive – involve active stakeholders in the planning formation from the outset. Listening helps map active and engaged patientsBe useful – your activities need to add value or will be deemed irrelevant by the social media community. Listening and then involving stakeholders in the development of a plan ensures it is one that adds valueBe generous – an effective social media engagement campaign is generous with both its assets and contentBe authoritative – people look to credible institutions to share the insights that only they have. Having a unique perspective allows one to speak with authority. Be motivational – be clear from the outset in the health behaviour that you aim to influence and build strong calls to action into the campaignBe flexible and be willing to embrace new and emerging technologies. Be adaptive to the needs of each market
  • Smart listeningPersonal engaging content
  • baseline
  • baseline
  • baseline
  • World Malaria Day caused significantly more blog content, and in nearly all markets studied. It should be noted that in Germany, the spike is due to RSS sites syndicating press releases, rather than it being genuine new contentWe can see that the spikes drop almost immediately – the topic does not have a long tail – meaning that social media users are not engaging with the topic across time. It’s impact has been transient
  • Lack of comments across markets indicates, again, a lack of engagement with the topicUK spikes indicates X fold increase in comment rate from baseline and can be attributed to....
  • Massive increase in Twitter activity due to World Malaria Day, again no long tailImpact of Bank holidays noted by nearly all markets
  • Evidenced by cross-border interactions between Brazil and AfricaSuggests lifestyle element of social media trends
  • prescription for malaria social media engagement

Transcript

  • 1. The right formula for healthcare communications
    First Annual International
    Healthcare Social Media Summit
  • 2. 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
  • 3. A tipping point for health and social media
  • 4. Why now for health?
    Technology
    New health dynamic
    Regulations
  • 5. Technology
    Web 1
    Web 2
    Web 3
    Data transferability
    Engagement
    Usability
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. Regulations
    FDA
    ABPI
    Transparency
    Information vs. promotion clarity key
  • 11. Our approach
  • 12. Our SM principles
    Understand
    Add lots of value
    Leverage unique insights
    Be open minded
  • 13.
  • 14. Smart listening
    Personal engaging proposition
    Social Framework
  • 15. Social media malaria insights
  • 16. Nathan’s story
  • 17. 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
  • 18. Baseline
    Additional
    Breadth and depth
  • 19. The right approach
    Avoid the niche
    Understand mainstream malaria engagement
    Maximise efforts
    Mix of automated and manual tools
  • 20. Our findings
  • 21. Identified blogs
  • 22. New blog posts per day
  • 23. New blog comments per day
  • 24. Number of tweets per day
  • 25. World Malaria Day quantitative findings
  • 26. New blog posts
    World Malaria Day
  • 27. New blog comments
  • 28. Number of tweets
  • 29. 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
  • 30. 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
  • 31. 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
  • 32. Prescription for malaria social media engagement
  • 33. Smart listening
    Personal engaging proposition
    Social Framework
  • 34. Personal engaging proposition
    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
  • 35. Local adaptation
  • 36. India
  • 37. India
  • 38. Mexico
  • 39. Conclusions
  • 40. 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
  • 41. 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