Wikibrands, Wikipatients


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Sean Moffitt's presentation February 2012 on the state of digital engagement, new media, social technologies and community building in health care

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  • Whereas some of my fellow members of the blonde guild society have their cuases cleaning up their own neck of the woods – I am focused on my little postage stamp in the world
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  • People don't buy what you do, they buy why you do it more innovative, more influential, command greater loyalty and are able to repeat their success over and over.
  • Wikibrands, Wikipatients

    1. 1. CPEG & EMDSERONO Wikibrands, Wikipatients HEALTH CARE, DIGITAL ENGAGEMENT AND THE RISE OF THE E-PATIENT Sean Moffitt @seanmoffitt Keynote - Winnipeg Feb 9th, 2012 Wikibrands - Reinventing Your Organization in a Customer-Driven Marketplace
    2. 2. #wikibrands @seanmoffitt @wikibrands @communitygurus @marsdd [email_address]
    3. 3. Who is Sean Moffitt…. Just A Blonde Guy With a Cause Bad Chefs Bad British Cuisine Bad Spies Bad Bay Area Hoods Bad US Soccer Perception Bad Secrets Bad Customer, Patient, Marketing and Digital Practice
    4. 4. Wikibrands… Customer Leadership for the Digital Age <ul><li>Customer Experience </li></ul><ul><li>Online Community </li></ul><ul><li>Social Technologies </li></ul><ul><li>Brand Collaboration </li></ul><ul><li>___________________ </li></ul><ul><li>“ Digital Participation Wins” </li></ul>
    5. 5. “ Unless your hospital is the Mayo Clinic or the Cleveland Clinic, which are brand superior, customer experience is probably not your hospital’s edge. Your future has a lot to do with what your patients say about you. If they can’t remember anything special, they won’t rave about your care.”
    6. 6. Let’s take a sample…
    7. 7. We Could Have Simplified It for You
    8. 8. Social media is a great tool… It’s not the end game. Global media industry $600 billion industry Digital Media $90 billion industry Social Media $14 billion industry
    9. 9. The real interesting thing… How will digital technology and connected media reinvent some of these industries? Global education industry $ 2 trillion annually Global IT and Communications $ 3 trillion annually Global health care industry $ 4 trillion annually Global energy industry $ 6 trillion annually Global banking industry $ 7 trillion annually
    10. 10. And there’s something more than technology going on here…
    11. 11. Your role is changing… Before Industry Future Teacher Education Facilitator Money Manager Banking Finance Coach Commodity Seller Energy Sustainability Advisor 3 rd Party Vendor IT & Communications Embedded Partner Health Provider Health Care Health Concierge
    12. 12. 7 Questions/30 Minutes <ul><li>The State of Health Care 2.0 and 3.0 </li></ul><ul><li>Benefits/Objectives – Digital Participation </li></ul><ul><li>Why To Engage Now? </li></ul><ul><li>Where To Participate? </li></ul><ul><li>Key Hurdles and Watchouts </li></ul><ul><li>Interesting Heath Care Uses </li></ul><ul><li>Tips </li></ul>
    13. 13. i. THE STATE OF HEALTH CARE 2.0 and 3.0
    14. 14. Each day we do it Insight: Health is a BUZZABLE TOPIC <ul><li>Health and medical info is the third most popular type of information passed along online </li></ul><ul><li>Health in general is the 6 th most important topic talked about conversationally </li></ul><ul><li>The average person has 7 brand mentioned conversations about health/health care each week </li></ul><ul><li>61% of Canadians actively search for health information online </li></ul>Sources: Sharpe Partners/Northeastern University/Keller Fay/eMarketer
    15. 15. Women are the health hubs Health and Wellness: 4th most popular Topic Online
    16. 16. Health is the only online category that defies age boundaries 75% of online adults interact with health information; health information is sought by all age groups
    17. 17. Caregivers are #1 Audience 59% of online health searches are performed by someone looking on behalf of someone else Source Pew Internet
    18. 18. Social Sweetspot = Misery Loves Company A blend of “social” is key and “content” is key Source: Forresters
    19. 19. Patients are taking control of their health Some want rational answers and others want support for what their going through Sources: Epsilon
    20. 20. Patients are Going Everywhere Facebook for support, YouTube for Stories/Demos and Others for Informastion Sources: PWC
    21. 21. Patients are going mobile Quadrupling of growth in health apps in next 4 years driven by cost, benefits, patient behaviors Sources: Epsilon
    22. 22. Physicians are Picking Up Digital Tricks Tablet technology and collaborative culture is making doctors become netizens too Sources: CMA/Knowledge Networks 72% use smartphones 27% have tablets 41% do research online Using social media 61% Facebook 51% and on it weekly Twitter 20% Asklepios 25% 43% participated in and online health discussion forum 26% belong to a health social network
    23. 24. Web Info deemed more helpful than harmful Overwhelmingly believe information is valuable to self-health approach
    24. 25. Health 3.0 Is Around The Corner Where you phone things and solves health problems for you Sources: Symptom Navigator/iEyeTest
    26. 27. How well does the physician community use technology and connected, social media?
    27. 28. Manufacturer Objectives - The Four Fs of Great Content – Get Found Get Fame Get Fans Get Feedback <ul><li>Search Engine Exposure/Traffic </li></ul><ul><li>Awareness/recognition </li></ul><ul><li>Visibility </li></ul><ul><li>Market education </li></ul><ul><li>Dialogue & Conversation </li></ul><ul><li>Ideas and innovation </li></ul><ul><li>Competitive Intelligence </li></ul><ul><li>Reviews/ratings/ testing </li></ul><ul><li>Improved Perception/PR </li></ul><ul><li>Grassroots credibility/affinity </li></ul><ul><li>Pass along/viralness </li></ul><ul><li>Thought leadership </li></ul><ul><li>Leads/Revenues </li></ul><ul><li>Online community/ambassadors </li></ul><ul><li>Word of mouth/referral </li></ul><ul><li>User generated content </li></ul>
    28. 29. <ul><li>Patient centred care </li></ul><ul><li>Exchange of ideas and collaboration </li></ul><ul><li>Better understanding of physician –patient relationship </li></ul><ul><li>Dissemination of information – e.g. research results </li></ul><ul><li>Mechanism for costs control - marketing, monitor and dispense </li></ul><ul><li>Medical students behaviour </li></ul>Practitioner Objectives
    29. 30. The Deer Have Guns…. 73% of patients look for medical information online before and after patient visits Health Care New Media
    30. 31. Promising 2.0 Venture
    31. 32. Quinte Pediatrics – Leading The Charge
    32. 33. Iii. WHY TO ENGAGE NOW
    33. 34. Ranked #1 Globally Online penetration –79% of Canadians online Online usage –average 43.5 hours online/mth Online video – 251 videos/17.2 hours/mth. LinkedIn usage - 15% of online Canadians use Social gaming – spend 4.5 hours each week Online Banking - 65% of Internet users do Ranked in Top 10 Social Media Use – 70% use; ½ everyday Facebook usage –#4 worldwide/82% of online Can. Twitter usage –#6 worldwide/18% of online Can. Smartphone usage – 33% of mobile users We are the #1 digital/social nation
    34. 35. <ul><li>1.5 Billion Social Networkers Globally </li></ul><ul><li>Facebook - 850 million, 130 friends each </li></ul><ul><li>Wikipedia – 400 million readers. 18 million articles </li></ul><ul><li>Twitter – 200 million, 190 followers each (after 2 yrs) </li></ul><ul><li>LinkedIn – 115 million, 61 friends each, 189 index on post-grad </li></ul><ul><li>YouTube - 800 million unique monthly visitors/292 minutes/mth. </li></ul><ul><li>Flickr – 51 million members/6 billion photos </li></ul><ul><li>Foursquare – 10 million/1 billion+ checkins </li></ul><ul><li>Amazon – 650 million users annually, $48 billion sales </li></ul><ul><li>GroupOn – 143 million users annually, 2 billion sales </li></ul><ul><li>Stumble Upon – 20 million registered users, 1 billion stumble/mth. </li></ul><ul><li>We spend 23% of our digital time in social networks and blogs; </li></ul><ul><li>3 times as much as any other web category </li></ul><ul><li>Source: Nielsen State of Media, 2011 </li></ul>EVIDENCE #2: OUR MEMBERS ARE THERE, WE NEED TO BE THERE TOO The world is social, patients are social
    35. 36. #1 The Need for Authenticity and Transparency - 42% #2 The rise of social networks - 38% #3 Increasing role of wireless/mobile - 35% #4 Customers/people waning attention spans - 25% #5 Media fragmentation - 22% #6 Change in mass marketing effectiveness - 20% Agent Wildfire -The Buzz Report, April 2010 EVIDENCE #3: BUSINESS CULTURE SHIFTS – WE WANT HONEST & GENUINE We crave genuine relationships with service providers we deal with
    37. 38. What value can we/I add? What value can we/I get? I do not want to end up in the clink? Is there professional risk? My customer is not on the social web? It’s a young person’s game? I have no time? Lack interest? TACKLING THE COMMON EXCUSES FOR A DIGITAL COLD… What excuses are stopping you now
    39. 40. <ul><ul><li>“ In a connected world, power shifts to those best able to connect.” </li></ul></ul><ul><ul><li>Dov Seidman </li></ul></ul>
    40. 41. How Deep do You Want To Go Depth of Engagement - Low Depth of Engagement - High One way Engagement Two way Engagement Webinar Social Gaming Demo video Trade Show Branded Content Tool Social Bookmarks Location based Ratings/ Forums Photo Sharing Online Community Email Blogs Apps Wiki/ Collaboration eBook eMagazine Screencast Infographic Augmented reality Roundtable Widget White Label Social Network Mobile Campaigns Influencer Programs Document Sharing
    41. 42. The Top Basic 7
    42. 43. Great Efficiency Tools Syndicate across platforms Syndicate to the best people
    43. 44. Patients Like Me <ul><li>Connect based on various conditions and diseases </li></ul><ul><li>Create a health profile and find other users with similar problems </li></ul><ul><li>Connect with other users and find out what they are doing to cope </li></ul><ul><li>Can request a new community if you don ’ t see your condition already listed </li></ul>community
    44. 45. Daily Strength network <ul><li>Daily visit focus </li></ul><ul><li>Blend of latest research and content and community activity drives content of site </li></ul><ul><li>Connect based on various conditions and diseases </li></ul><ul><li>Supportive peer-to-peer focus </li></ul><ul><li>Intuitive navigation and web architecture </li></ul>
    45. 46. content <ul><li>Visual appeal </li></ul><ul><li>Daily content </li></ul><ul><li>Holistic management of issue </li></ul><ul><li>Aggregated content </li></ul><ul><li>Integrated into the social web </li></ul><ul><li>Customizable searches and tools </li></ul>
    46. 47. incentives Bayer Didget
    47. 48. incentives Support and success Alli
    48. 49. incentives Video Johnson and Johsnon
    50. 51. “ Social Media can make you suck in more places, faster, and louder than before” Anonymous Bank CMO
    51. 52. <ul><li>Privacy and security issues </li></ul><ul><li>Doctor-patient privilege </li></ul><ul><li>Training for staff </li></ul><ul><li>Limits holistic information </li></ul><ul><li>Social stigma </li></ul><ul><li>Can get consumed by your patient needs </li></ul><ul><li>Staffing shortages </li></ul>Health Care Specific
    52. 53. But this stuff is HARD This stuff may be CHEAP And is not very PREDICTABLE And is fueled by PASSION & SWEAT
    53. 54. The Biggest Sins - Social Deafness and Social Content - Source: Agent Wildfire 2010 Buzz Report
    54. 55. What is your biggest challenge? #1 - Having Enough Time To Do It #2 – Getting People Engaged /To Return #3 – Generating Original/Quality Content #4 - Measuring Results #5 - Finding People/Staff to Do It #6 – Integrating Ways to Share Content with Customers 2011 Agent Wildfire Buzz Report
    56. 64. VIII. The GOLDEN RULES
    57. 65. Starting with“Why” Really ask: Why will anyone care? (Customer pleasure/pain points) Will it provide value to us? (4Fs) Does it make sense with the rest of our organization? (Audit)
    58. 66. In the Trenches – the 7 Golden Rules of Social, Be: R eciprocal E thical H uman A wesome H elpful A uthentic S ocial In the Trenches – the 7 Golden Rules of Social, Be
    59. 67. Further Resources – Twitter Chat
    60. 68. Twitter: @wikibrands Q&A Contact us: [email_address] @seanmoffitt
    61. 69. Q&A