Wikibrands, Wikipatients

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

#wikibrands @seanmoffitt @wikibrands @communitygurus @marsdd [email_address]

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

Wikibrands… Customer Leadership for the Digital Age
Customer Experience
Online Community
Social Technologies
Brand Collaboration
___________________
“ Digital Participation Wins”

“ 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.”

Let’s take a sample…

We Could Have Simplified It for You

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

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

And there’s something more than technology going on here…

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

7 Questions/30 Minutes
The State of Health Care 2.0 and 3.0
Benefits/Objectives – Digital Participation
Why To Engage Now?
Where To Participate?
Key Hurdles and Watchouts
Interesting Heath Care Uses
Tips

i. THE STATE OF HEALTH CARE 2.0 and 3.0

Each day we do it Insight: Health is a BUZZABLE TOPIC
Health and medical info is the third most popular type of information passed along online
Health in general is the 6 th most important topic talked about conversationally
The average person has 7 brand mentioned conversations about health/health care each week
61% of Canadians actively search for health information online
Sources: Sharpe Partners/Northeastern University/Keller Fay/eMarketer

Women are the health hubs Health and Wellness: 4th most popular Topic Online

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

Caregivers are #1 Audience 59% of online health searches are performed by someone looking on behalf of someone else Source Pew Internet

Social Sweetspot = Misery Loves Company A blend of “social” is key and “content” is key Source: Forresters

Patients are taking control of their health Some want rational answers and others want support for what their going through Sources: Epsilon

Patients are Going Everywhere Facebook for support, YouTube for Stories/Demos and Others for Informastion Sources: PWC

Patients are going mobile Quadrupling of growth in health apps in next 4 years driven by cost, benefits, patient behaviors Sources: Epsilon

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

Web Info deemed more helpful than harmful Overwhelmingly believe information is valuable to self-health approach

Health 3.0 Is Around The Corner Where you phone things and solves health problems for you Sources: Symptom Navigator/iEyeTest

ii. BENEFITS/OBJECTIVES – DIGITAL PARTICIPATION

How well does the physician community use technology and connected, social media?

Manufacturer Objectives - The Four Fs of Great Content – Get Found Get Fame Get Fans Get Feedback
Search Engine Exposure/Traffic
Awareness/recognition
Visibility
Market education
Dialogue & Conversation
Ideas and innovation
Competitive Intelligence
Reviews/ratings/ testing
Improved Perception/PR
Grassroots credibility/affinity
Pass along/viralness
Thought leadership
Leads/Revenues
Online community/ambassadors
Word of mouth/referral
User generated content

Patient centred care
Exchange of ideas and collaboration
Better understanding of physician –patient relationship
Dissemination of information – e.g. research results
Mechanism for costs control - marketing, monitor and dispense
Medical students behaviour
Practitioner Objectives

The Deer Have Guns…. 73% of patients look for medical information online before and after patient visits Health Care New Media

Promising 2.0 Venture

Quinte Pediatrics – Leading The Charge

Iii. WHY TO ENGAGE NOW

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

1.5 Billion Social Networkers Globally
Facebook - 850 million, 130 friends each
Wikipedia – 400 million readers. 18 million articles
Twitter – 200 million, 190 followers each (after 2 yrs)
LinkedIn – 115 million, 61 friends each, 189 index on post-grad
YouTube - 800 million unique monthly visitors/292 minutes/mth.
Flickr – 51 million members/6 billion photos
Foursquare – 10 million/1 billion+ checkins
Amazon – 650 million users annually, $48 billion sales
GroupOn – 143 million users annually, 2 billion sales
Stumble Upon – 20 million registered users, 1 billion stumble/mth.
We spend 23% of our digital time in social networks and blogs;
3 times as much as any other web category
Source: Nielsen State of Media, 2011
EVIDENCE #2: OUR MEMBERS ARE THERE, WE NEED TO BE THERE TOO The world is social, patients are social

#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

IV. KEY QUESTIONS TO ASK FIRST

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

V. WHERE TO PARTICIPATE

“ In a connected world, power shifts to those best able to connect.”
Dov Seidman

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

The Top Basic 7

Great Efficiency Tools Syndicate across platforms Syndicate to the best people

Patients Like Me www.patientslikeme.com
Connect based on various conditions and diseases
Create a health profile and find other users with similar problems
Connect with other users and find out what they are doing to cope
Can request a new community if you don ’ t see your condition already listed
community

Daily Strength www.dailystrength.org network
Daily visit focus
Blend of latest research and content and community activity drives content of site
Connect based on various conditions and diseases
Supportive peer-to-peer focus
Intuitive navigation and web architecture

Health.com www.health.com content
Visual appeal
Daily content
Holistic management of issue
Aggregated content
Integrated into the social web
Customizable searches and tools

incentives Bayer Didget www.bayerdidget.ca

incentives Support and success Alli www.myalli.com

incentives Video Johnson and Johsnon http://www.youtube.com/user/JNJhealth/

VI. HURDLES & WATCHOUTS

“ Social Media can make you suck in more places, faster, and louder than before” Anonymous Bank CMO

Privacy and security issues
Doctor-patient privilege
Training for staff
Limits holistic information
Social stigma
Can get consumed by your patient needs
Staffing shortages
Health Care Specific

But this stuff is HARD This stuff may be CHEAP And is not very PREDICTABLE And is fueled by PASSION & SWEAT

The Biggest Sins - Social Deafness and Social Content - Source: Agent Wildfire 2010 Buzz Report

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

VII. INTERESTING HEALTH CARE USES

VIII. The GOLDEN RULES

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)

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

Further Resources – Twitter Chat

Twitter: @wikibrands Q&A Contact us: [email_address] @seanmoffitt

Wikibrands, Wikipatients

by Wikibrands on Feb 24, 2012

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