What You Need To Know About Health 2.0

August 4, 2008. Call in at 12:55 p.m. Eastern time Carlton A. Doty Principal Analyst, eBusiness & Channel Strategy Forrester Research Teleconference: What You Need To Know About Health 2.0

What is “Health 2.0”?

Actually, everything is now dubbed “2.0” Web 2.0 X Relationships Retail 2.0 Finance 2.0 Travel 2.0 Telco 2.0 Hospitality 2.0 Health 2.0

Forrester calls this . . . Source: Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies, Harvard Business Press, 2008 A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations The groundswell:

How does this apply to healthcare?

More than half of US online consumers research health-related topics online July 11, 2008, “The Social Technographics® Of US Online Health Information Seekers”

Online health information seekers focus on specific conditions and medications July 11, 2008, “The Social Technographics® Of US Online Health Information Seekers”

Forrester’s Social Technographics® ladder Base: US online consumers Source: North American S ocial Technographics® Survey, Q2 2007 Note: Groups include people participating in at least one of the activities monthly.

The Social Technographics of online health information seekers July 11, 2008, “The Social Technographics® Of US Online Health Information Seekers”

Health 2.0 is about real people helping each other with real health problems . . .

. . . the online ecosystem is as diverse as we are!

Source: Yahoo! Health (http://health.yahoo.com/)

Source: DailyStrength (http://dailystrength.org)

Source: Trusera (http://www.trusera.com/health/) Users can give ratings or “karma points” for individual members. The site allows user-controlled levels of privacy settings.

Source: PatientsLikeMe (http://www.patientslikeme.com/) Specialization in specific conditions

Source: Breast Cancer Network of Strength (http://www.networkofstrength.org/)

Source: CancerCompass (http://www.cancercompass.com/)

Detroit Medical Center posts educational videos on YouTube . . .

. . . as a way to freely promote its medical video library Source: Detroit Medical Center (http://dmc.org/)

Does the groundswell matter to you? YES! Because your customers are defining your brands , products , and services . . .

The good . . . Southwest Airlines engaged with a passionate customer base on a blog and turned a downloadable widget into more than $130M in revenue within 18 months of launch! Source: Southwest Airlines Blog (http://blogsouthwest.com/)

The bad . . . Source: Health Insurance Horror Stories (http://www.bluecrosssucks.com/consumer.htm), YouTube (http://www.youtube.com/watch?v=PkGUU_ggO3k), and Bank of America Sucks (http://www.bankofamericasux.com/)

And the ugly . . . This is now the leading result that YouTube returns when searching for “Comcast”, with more than 1.2 million viewers. Source: YouTube (http://www.youtube.com/watch?v=CvVp7b5gzqU)

So, the only remaining questions . . .
Are you going to be part of the conversation?
How can you develop a social strategy to extract real business value?

Follow the POST method
P eople:
Understand the nature of your customers’ social activities online.
O bjectives:
Decide what the business goals of your social strategy will be.
S trategy:
Recognize and plan for how your customer relationships will change.
T echnology:
Determine which technologies will meet you business goals your customers’ needs.

You Your customers

Thank you Carl Doty +1 617.613.6118 [email_address] www.forrester.com

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What You Need To Know About Health 2.0

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