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What You Need To Know About Health 2.0
 

What You Need To Know About Health 2.0

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Teleconference:What You Need To Know About Health 2.0, Carlton A. Doty, Principal Analyst, eBusiness & Channel Strategy Forrester Research (August 2008)

Teleconference:What You Need To Know About Health 2.0, Carlton A. Doty, Principal Analyst, eBusiness & Channel Strategy Forrester Research (August 2008)

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What You Need To Know About Health 2.0 What You Need To Know About Health 2.0 Presentation Transcript

  • 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