Patients Like Me:
Building Online Communities for Healthcare
Kelli Matthews, Verve Northwest Communications
kelli@vervenor...
Why it matters   Your audience is online
Social
Technographics




                 Li & Bernoff’s Groundswell
Li & Bernoff’s Groundswell
88%                                                                       88%
I usually turn to my                        ...
I am becoming more actively engaged in
health issues.



I am becoming more actively engaged
with Companies & Organization...
Platform                          Examples

     Wikis                  Wikipedia, FluWiki, WiserWiki

                  D...
Do you
need to
listen?


Gaining New Insights From the Clues Your Customers Leave Online
What it means to you

• Find out what your brand stands
  for

• Understand how buzz is shifting

• Increase research resp...
www.google.com/alerts
RSS in Plain English




          Google Reader in Plain English




             Social Media in Plain English


Three h...
Do you
need to
talk?


 Not Screaming & Shouting at Your Customers, But Having
                    a Conversation
Blogging & Social
Networks

• Depth to complement reach

• Two-way communication
  realized

• It’s a small world, join th...
The Value of Online
Communities

• Wisdom of Crowds


• Empowerment


• Positive feelings


• Increased Trust/Credibility
Make it Local

• Your patients are already
  searching

• Build relationships online
Allow Patients to Seek Support & Connect
with Family & Friends
•   CarePages
•   CaringBridge
Mayo Clinic on Facebook
 online community & social network



Palo Alto Health Foundation
   education: podcasts & videos
...
Medical University of S. Carolina
   education: podcasts & videos



myMDAnderson
 online community & interactive planner
...
Do you
need to
energize?


   Create Word of Mouth Evangelists With Social Media
Give people the tools

• Create ambassadors
The New Patient Influentials:
•   More likely to work in health
    field
•   More likely to have chronic or
    severe heal...
How can
you
embrace?
Start With Baby Steps
Get Knowledgeable
Make Your Department Knowledgeable
Help Management be Knowledgeable

Then...

Find...
Oregon Heart & Vascular Institute at
Riverbend

• A group blog written by: doctors, nurses,
  dieticians, trainers, wellne...
If you don’t, others
will...

• Patients will share their
  experiences on blogs, in
  chatrooms, forums and social
  netw...
• Privacy
• Misinformation
• Authenticity
• Commitment




           The Risks of Participation
First Steps:
•   Look at your budget
•   Understand your audience
•   Listen! & Monitor
•   Create an internal blog or soc...
Kelli Matthews
kelli@vervenorthwest.com
(541) 579-5888
Social Media for Healthcare
Social Media for Healthcare
Social Media for Healthcare
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Social Media for Healthcare

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How healthcare organizations can use social media to build relationships.

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Social Media for Healthcare

  1. 1. Patients Like Me: Building Online Communities for Healthcare Kelli Matthews, Verve Northwest Communications kelli@vervenorthwest.com
  2. 2. Why it matters Your audience is online
  3. 3. Social Technographics Li & Bernoff’s Groundswell
  4. 4. Li & Bernoff’s Groundswell
  5. 5. 88% 88% I usually turn to my I usually turn to physician to other sources to validate info I get validate info I get online from my doctor Edelman Health Engagement Barometer, October 2008
  6. 6. I am becoming more actively engaged in health issues. I am becoming more actively engaged with Companies & Organizations involved in health It’s increasingly important that Companies & Organizations involved in health engage with me Edelman Health Engagement Barometer, October 2008
  7. 7. Platform Examples Wikis Wikipedia, FluWiki, WiserWiki DiabetesMine, HealthMatters, WebMD, Paul Levy Blogs OrganizedWisdom, PatientsLikeMe, Daily Strength, Sermo, ReliefInSite, NursesRecommendDoctors, Social Networks TheHealthCareScoop, MySpace, Facebook ICYou, YouTube Video-Sharing Yahoo! Groups, Revolution Health Groups, Google Health Groups, UCompareHealthCare, About Groups, Online Forums iVillage Johns Hopkins Medical Podcasts, NIH Podcasts, Podcasts CDC Traveler’s Health, dLife podcasts for diabetes
  8. 8. Do you need to listen? Gaining New Insights From the Clues Your Customers Leave Online
  9. 9. What it means to you • Find out what your brand stands for • Understand how buzz is shifting • Increase research responsiveness • Find sources of influence • Manage a crisis • Generate new marketing ideas
  10. 10. www.google.com/alerts
  11. 11. RSS in Plain English Google Reader in Plain English Social Media in Plain English Three helpful videos - from Common Craft’s “in plain english” series.
  12. 12. Do you need to talk? Not Screaming & Shouting at Your Customers, But Having a Conversation
  13. 13. Blogging & Social Networks • Depth to complement reach • Two-way communication realized • It’s a small world, join the conversation • Be human! • SEO, baby • Meet your objectives
  14. 14. The Value of Online Communities • Wisdom of Crowds • Empowerment • Positive feelings • Increased Trust/Credibility
  15. 15. Make it Local • Your patients are already searching • Build relationships online
  16. 16. Allow Patients to Seek Support & Connect with Family & Friends • CarePages • CaringBridge
  17. 17. Mayo Clinic on Facebook online community & social network Palo Alto Health Foundation education: podcasts & videos Johns Hopkins Podcasts education: podcasts
  18. 18. Medical University of S. Carolina education: podcasts & videos myMDAnderson online community & interactive planner University of Wisconsin Health education: podcasts & videos community: CarePages
  19. 19. Do you need to energize? Create Word of Mouth Evangelists With Social Media
  20. 20. Give people the tools • Create ambassadors
  21. 21. The New Patient Influentials: • More likely to work in health field • More likely to have chronic or severe health conditions • More likely to be a caregiver • More likely to take prescription medications Edelman Health Engagement Barometer, October 2008
  22. 22. How can you embrace?
  23. 23. Start With Baby Steps Get Knowledgeable Make Your Department Knowledgeable Help Management be Knowledgeable Then... Find a product or service to test the waters
  24. 24. Oregon Heart & Vascular Institute at Riverbend • A group blog written by: doctors, nurses, dieticians, trainers, wellness managers • Video sharing with cooking classes, exercises, animations and explanations of surgeries, interviews with doctors • Networking to allow patients to connect with providers and other heart patients; share experiences and ask advice • Online journal of food, exercise, recovery, symptoms, etc. that could be shared with other patients and their physicians.
  25. 25. If you don’t, others will... • Patients will share their experiences on blogs, in chatrooms, forums and social networks. • Employees will blog, chat and connect.
  26. 26. • Privacy • Misinformation • Authenticity • Commitment The Risks of Participation
  27. 27. First Steps: • Look at your budget • Understand your audience • Listen! & Monitor • Create an internal blog or social network
  28. 28. Kelli Matthews kelli@vervenorthwest.com (541) 579-5888
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