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 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.

Published in: Health & Medicine
  • 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?
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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.

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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

  1. 1. 2 Social Media is Part of our Culture
  2. 2. 3 1. Google 2. Facebook 3. Yahoo 4. YouTube 5. Amazon 6. Wikipedia 7. Twitter 8. Ebay 9. Blogger 10. Craigslist 11. WindowsLive 12. MSN 13.Go 14. LinkedIn 15. Bing 16. AOL 17. ESPN 18. CNN Interactive 19. MySPace 20. Wordpress * October 20, 2010 Eight of the top 20 most visited sites in the U.S. are social media sites
  3. 3. 4 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
  4. 4. 5 CNN study shows that news shared by peers drives increased brand loyalty by 27% 43%43% of news sharing comes from social media networks, following by email 30%30%, SMS 15%15% and IM 12%12%.
  5. 5. 6 But don’t treat social media as another marketing channel, especially in healthcare
  6. 6. 7 Rise of Social Media in Healthcare
  7. 7. 8 648648 Twitter AccountsTwitter Accounts 679679 Facebook pagesFacebook pages 421421 YouTubeYouTube ChannelsChannels 871 Hospitals have an active Social Media presence with more than 2,100 sites *– October 19, 2010 417417 LinkedIn pagesLinkedIn pages
  8. 8. 9 3535 Brand Sponsored Patient Communities 101101 Patient Communities (Non-Brand Controlled) 4242 Healthcare Professional Communities 5353 Facebook Sites (Pharma) 77 Marketing Professional Communities The Dose of Digital Wiki lists over 200 active healthcare communities *Dose of Digital Wiki – October 19, 2010 8686 Twitter Accounts (Pharma & Healthcare Companies)
  9. 9. 10 Adults are turning to the web and social media for health information 61%61% of American adults looked online for health information in 2009, up from 46%46% percent in 2000. *Pew Internet Life Project– 2009
  10. 10. 11 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%84% 71%71% *Manhattan Research – Taking the Pulse v9
  11. 11. 12 Impact of Social Media on Healthcare
  12. 12. 13 Social media helps healthcare organizations solve marketing needs HOW DO YOU: 1.Make it easier for patients and providers to better understand the products and services you offer? 2.Demonstrate your clinical expertise to create a competitive advantage? 3.Build trust and deliver valued information and services? 4.Identify market trends and listen to your customers / competitors? 5.Measure results and compare outcomes?
  13. 13. 14 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
  14. 14. 15 Hospitals Increase Efforts
  15. 15. 16 Henry Ford has an integrated social media strategy that improves access to information
  16. 16. 17 Live-tweeting surgeries has helped educate both patients and providers
  17. 17. 18 The Mayo Clinic has opened a Social Media Center and planned Healthcare Social Network
  18. 18. 19 Inova is one of the first health systems to actively promote the use of Foursquare
  19. 19. 20 Inova runs special offers while patients share tips from the emergency room
  20. 20. 21 Patient Communities are Expanding
  21. 21. 22 Patient Communities are expanding into the long tail of therapeutic areas
  22. 22. 23 WiserPregnancy helps employees make smarter, cost effective health decisions
  23. 23. 24 UCB and PLM created an open community to capture real-world experiences
  24. 24. 25 Inspire offers support groups to more than 150,000 members
  25. 25. 26 Physician Networks Continue to Grow
  26. 26. 27 Physicians utilize a growing number of private networking sites throughout the world
  27. 27. 28 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
  28. 28. 29 Syndicom provides training and networking opportunities sponsored by industry
  29. 29. 30 The co-founder of Epocrates launched Doximity to provide a mobile physician network
  30. 30. 31 ACP launched community to help physicians implement and use Electronic Health Records
  31. 31. 32 Pharma has Cautiously Increased its Efforts
  32. 32. 33 Sponsored communities for patients and providers can offer insight and support
  33. 33. 34 48%48% of parent companies have a presence on Facebook 28%28% of branded sites have Facebook as a top- 5 referral site 60%60% of parent companies have a presence on Twitter, with an average growth in followers of 31% from February to March 2010 36%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
  34. 34. 35 *Courtesy of John Mack Risks still outweigh perceived benefits for many in an uncertain regulatory environment
  35. 35. 36 Leading to mixed results with different tactics on facebook for Sanofi and others Comments removed Discussions encouraged
  36. 36. 37 Private Sector is Fueling Innovation
  37. 37. 38 Yammer is gaining widespread adoption as an internal collaboration tool within pharma
  38. 38. 39 iGuard offers crowdsourced product reviews from 2 million registered users
  39. 39. 40 Social games are changing healthcare outcomes by making exercise social and fun
  40. 40. 41 HHS, CDC & FDA are Making a Difference
  41. 41. 42 CDC has improved communication and expanded access to health information
  42. 42. 43 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
  43. 43. 44 HHS announced a social Initiative to improve health through the power of information Community Health Data Initiative
  44. 44. 45 RECs and HIEs are driving the adoption of Health IT through social tools
  45. 45. 46 The Future Offers More than Marketing
  46. 46. 47 (Data + Tools)*Innovation = True Collaboration We can improve outcomes and reduce healthcare costs through social media
  47. 47. 48 Imagine a future where patients, providers & healthcare organizations can collaborate freely
  48. 48. 49 Thank You AMA-DC! Joel Selzer Co-Founder & CEO - Ozmosis (202) 595-8005
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