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AMA-DC Social Media Impact on Healthcare

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Here are the slides I used for my talk at the AMA-DC Special Interest Group. This deck looks back on the impact social media has made across the patient and provider landscape, particularly from a ...

Here are the slides I used for my talk at the AMA-DC Special Interest Group. This deck looks back on the impact social media has made across the patient and provider landscape, particularly from a marketer's perspective. It offers an updated review of specific examples over the past year, and provides a vision of what the future may hold.

We walk through how hospitals, patient communities, physician networks, pharmaceutical manufacturers, the federal government and private innovators have managed the opportunities and challenges social media provides.

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  • Full Name Full Name Comment goes here.
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  • Social Media with technology integration, training and information sharing is the wave of the future, and the future is now..Are you ready for it?
    www.opengovtv.com
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  • Hi, Joel.

    I have done similar presentations, and just wanted to say that I am impressed by this slide deck. Good info, and a clear story being told. I am guessing that your commentary on top of it only made it better. I may be borrowing some of the stats you included here, and will be sharing this one with others.

    Thanks in advance. ;)
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  • Thanks for the positive feedback Nat.

    Regarding your question, having a social media 'presence', may not mean that a firm is actively engaging its audience. So I think the answer really depends on how you define 'active'. I'll leave it to others to report back on the current activity of the firms covered in the Digital IQ study, but in my view most of these firms still need to step up their level of engagement.

    Best,
    Joel
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  • Fantastic slide deck. I am actually impressed by the figures on slide 34. But are they all active? That would be interesting to know as well.
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AMA-DC Social Media Impact on Healthcare AMA-DC Social Media Impact on Healthcare Presentation Transcript

  •  
  • Social Media is Part of our Culture
    • Google
    • Facebook
    • Yahoo
    • YouTube
    • Amazon
    • Wikipedia
    • Twitter
    • Ebay
    • Blogger
    • Craigslist
    • WindowsLive
    • MSN
    • Go
    • LinkedIn
    • Bing
    • AOL
    • ESPN
    • CNN Interactive
    • MySPace
    • Wordpress
    *http://www.alexa.com/topsites/countries/US October 20, 2010 Eight of the top 20 most visited sites in the U.S. are social media sites
  • More than 700 billion minutes are spent on Facebook each month (worldwide) More than 150 million people access Facebook from their mobile devices More than 500 million active users 50% of active users log on to Facebook in any given day Facebook has changed the world *Facebook Statistics October 20, 2010
  • CNN study shows that news shared by peers drives increased brand loyalty by 27% http://cnninternational.presslift.com/socialmediaresearch 43% of news sharing comes from social media networks, following by email 30% , SMS 15% and IM 12% .
  • But don’t treat social media as another marketing channel, especially in healthcare
  • Rise of Social Media in Healthcare
  • 648 Twitter Accounts 679 Facebook pages 421 YouTube Channels 871 Hospitals have an active Social Media presence with more than 2,100 sites *http://ebennett.org/– October 19, 2010 417 LinkedIn pages
  • 35 Brand Sponsored Patient Communities 101 Patient Communities (Non-Brand Controlled) 42 Healthcare Professional Communities 53 Facebook Sites (Pharma) 7 Marketing Professional Communities The Dose of Digital Wiki lists over 200 active healthcare communities *Dose of Digital Wiki – October 19, 2010 86 Twitter Accounts (Pharma & Healthcare Companies)
  • Adults are turning to the web and social media for health information 61% of American adults looked online for health information in 2009, up from 46% percent in 2000. *Pew Internet Life Project– 2009
  • Physicians continue to embrace social media as a professional tool of physicians engage online as part of their clinical workflow of physicians are interested in or already use physician social networks 84% 71% *Manhattan Research – Taking the Pulse v9
  • Impact of Social Media on Healthcare
  • Social media helps healthcare organizations solve marketing needs
    • HOW DO YOU:
    • Make it easier for patients and providers to better understand the products and services you offer?
    • Demonstrate your clinical expertise to create a competitive advantage?
    • Build trust and deliver valued information and services?
    • Identify market trends and listen to your customers / competitors?
    • Measure results and compare outcomes?
  • Social media requires a clear strategy to overcome inherent challenges and risks
    • Increased transparency and privacy concerns
    • Loss of control over your message
    • Regulatory uncertainty
    • Failure to properly engage patients and providers
    • Damaged reputation
    Most importantly, Social Media fails when you don’t deliver value to your targeted audience
  • Hospitals Increase Efforts
  • Henry Ford has an integrated social media strategy that improves access to information
  • Live-tweeting surgeries has helped educate both patients and providers
  • The Mayo Clinic has opened a Social Media Center and planned Healthcare Social Network
  • Inova is one of the first health systems to actively promote the use of Foursquare
  • Inova runs special offers while patients share tips from the emergency room
  • Patient Communities are Expanding
  • Patient Communities are expanding into the long tail of therapeutic areas
  • WiserPregnancy helps employees make smarter, cost effective health decisions
  • UCB and PLM created an open community to capture real-world experiences
  • Inspire offers support groups to more than 150,000 members
  • Physician Networks Continue to Grow
  • Physicians utilize a growing number of private networking sites throughout the world
  • Ozmosis enables physicians to learn from colleagues they trust
    • Professional application of a social network enables licensed MDs and DOs to exchange medical knowledge
    • Real physician identities are properly verified and clearly displayed to all members
    • Physicians interact in a private and secure community free from commercial activities
  • Syndicom provides training and networking opportunities sponsored by industry
  • The co-founder of Epocrates launched Doximity to provide a mobile physician network
  • ACP launched community to help physicians implement and use Electronic Health Records
  • Pharma has Cautiously Increased its Efforts
  • Sponsored communities for patients and providers can offer insight and support
  • 48% of parent companies have a presence on Facebook 28% of branded sites have Facebook as a top-5 referral site 60% of parent companies have a presence on Twitter, with an average growth in followers of 31% from February to March 2010 36% of parent companies have a presence on YouTube *Digital IQ Index – L2 However, only 19% of Pharmaceutical brands are on at least one social media platform
  • *Courtesy of John Mack Risks still outweigh perceived benefits for many in an uncertain regulatory environment
  • Leading to mixed results with different tactics on facebook for Sanofi and others Comments removed Discussions encouraged
  • Private Sector is Fueling Innovation
  • Yammer is gaining widespread adoption as an internal collaboration tool within pharma
  • iGuard offers crowdsourced product reviews from 2 million registered users
  • Social games are changing healthcare outcomes by making exercise social and fun
  • HHS, CDC & FDA are Making a Difference
  • CDC has improved communication and expanded access to health information
  • During the H1N1 public health crisis, CDC alerted patients and providers CDC had less than 1,000 Twitter followers in March 2009…today they have over 1,242,000 CDC’s H1N1 video has more than 2,087,000 views
  • HHS announced a social Initiative to improve health through the power of information Community Health Data Initiative
  • RECs and HIEs are driving the adoption of Health IT through social tools
  • The Future Offers More than Marketing
  • (Data + Tools)*Innovation = True Collaboration We can improve outcomes and reduce healthcare costs through social media
  • Imagine a future where patients, providers & healthcare organizations can collaborate freely
  • Thank You AMA-DC! Joel Selzer Co-Founder & CEO - Ozmosis http://twitter.com/jbselz http://www.facebook.com/joel.selzer (202) 595-8005 [email_address]