Social media in healthcare marketing

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Best practices of Social Media Marketing in Healhcare Marketing

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Social media in healthcare marketing

  1. 1. Healthcare Marketing Mix Time for a rethink? 39% of Indians use the Internet to search for health info (Max Bupa Study Dec 2011)
  2. 2. Primary Uses Info about medicines (68%) Self Diagnosis (46%) Seeking other patients’ experiences (39%)
  3. 3. Usage Varies Age…drops sharply over 35 Income and Education…..Higher levels associated with higher levels of online searching
  4. 4.  Five Applications in Healthcare Industry
  5. 5. Tweet Live Procedure : Inside the OT Henry Ford Hospital,M
  6. 6. Henry Ford Hospital,MI •Feb 2011: First Live Tweeting from an OT •Short Updates on Kidney Surgery •Excitement/Public Awareness
  7. 7. First Live Tweetcast of Beating Openheart surgery Feb 21,2012 Memorial Hermann Northwest Hospital, Houston,TX Dr. Paresh Patel Dr. Michael Macris
  8. 8. @Houstonhospital Tweets, Photos and Videos 2 Hour Operation: Storify Story
  9. 9. #Mopenheart http://www.youtube.com/watch?feature=pl ayer_embedded&v=9QiQvxDjV5w
  10. 10. #MOpenHeart http://www.youtube.com/watch?feature=player_embe dded&v=lDKwJZYNbxs
  11. 11. Social Media at Mayo Clinic Lee Aasae appointed member of PR team 2000 Manager 2004 First Podcast Launched 2005
  12. 12. podcasts.mayoclinic.org Feb 2012: 22 Posts Archives upto April 2008 Social Sharing
  13. 13. Mayo Clinic Blogs Newsblog.mayoclinic.org Medical and Scientific news and stories about Mayo
  14. 14. Mayo Clinic Blogs Sharing.mayoclinic.org Stories from patients, family, friends, and staff
  15. 15. Heartmoving stories… Valentine’s Day EngagementAmanda & Charles
  16. 16. The Mayo Piano “Rockstars” http://www.youtube.com/watch?v=RI-l0tK8Ok0 Improptu piano duet….2008 Shot and uploaded on Youtube Embedded on sharing.mayoclinic.org
  17. 17. And the viewership takes off 8,012,937 Times viewed till 04/03
  18. 18. Great Engagement Ratings ….11,518 (Likes: 11,442) Comments….2,174 Favourites……14,221
  19. 19. Significant Discovery Events Date Event ViewsI 10/04/2008 First embedded on 58,739 www.facebook.comH 19/02/2008 First referral from 39,956 www.facebook.comG 07/04/2009 First Embedded on 1,010,965 sharing.Mayoclinic.com
  20. 20. Significant Discovery Dates Date Event ViewsE 05/03/2009 First embedded on 4,290,219 www.fark.comC 14/05/2009 First embedded on 51,413 videos.komando.comB 02/09/2009 First view from a mobile 228,652 device
  21. 21. The Audience…Who are they? Most Popular with Gender Age Female 45-54 Female 55-64 Male 45-54
  22. 22. The Audience…where are they?
  23. 23. The Cowans……………Rockstars in their 90s Feautured in leading newspapers Flown to NY to be featured in “Good Morning America” “Concert for the Ages” : Final Show-Oct 2011 http://www.youtube.com/watch?v=ASzm0hI7rkM&fe ature=player_embedded
  24. 24. physicianupdate.mayoclinic.org News for Medical Professionals from Mayo Clinic Patient Care Innovations New Treatment Latest Research
  25. 25. Advancingthescience.mayo.edu Mayo Clinic Medical Science Blog Diverse community interested in research at Mayo Impact on healthcare worldwide
  26. 26. educationdiversity.mayo.edu Written by students Perspectives on life as a student Opportunities available through the Mayo Clinic
  27. 27. Social Media for Training Medical Personnel Aasae : Training presentations for AHA Partcipants contribute to discussion using Twitter # AHAChat
  28. 28. Reach Media Mainstream Media/Industry Journals Increasing use of Social Media Share success stories
  29. 29. Communicate in time of crisis Flood Earthquake Terrorist attack Fire Reak Time Updates
  30. 30. Scott and White Healthcare The First TweetFort Hood shooting The Next Update
  31. 31. Continous stream of updates from S & W Emergency Room Access Hospital Operation Status Retweets from Redcross Dialog with Reporters Blogs/Youtube
  32. 32. The Results Followers increased by 78% on three days S & W Healthcare: “Trending Topic” YouTube Channel 79 th most watched
  33. 33. Accurate Information to patients Symptoms Diseases Treatment Medication
  34. 34.  230,000 + Members 3 Million + posts Groups : Health Topics Privacy Settings
  35. 35.  50+ Partner Organizations:  Head & Neck Cancer Alliance  Arthiritis Foundation  Asthma & Allergy Foundation
  36. 36.  Find Patients like You Explore Treatment Reports Learn about Symptoms Review Research Check for Conditions Patient Testimonials
  37. 37.  www.connected-health.org Healthcare providers and policymakers Discuss controversial topics Share best practices, new ideas,upcoming events and research
  38. 38. The Changing Physicians… Internet more essential part of professional practice Smartphones Research increasingly online
  39. 39.  “Connect and Collaborate with the Largest Online Network. Exclusive to Physicians” 110,000+ MDs participating
  40. 40.  Discuss Stay Informed Curbside Earn Honoraria
  41. 41.  Own Youtube Channel Maxchvideos 128 Videos 68,000+ Views
  42. 42. US Hospital Social Networks(ebennett.org )• 1229 Hospitals• 575 Youtube Channels• 1068 FB pages• 814 Twitter Accounts• 566 Linkedin Accounts• 946 Foursquare• 149 Blogs
  43. 43. Increasing Usage
  44. 44. Howard Luks,MD www.howardluksmd.com Chief of Sports Medicine and Arthoscopy Digital Strategist, Chief Medical Officer @hjluks : 5,762 Followers 46 Videos, 17,000+ Views
  45. 45. Howard Luks,MD Blogs  Orthopedic Social Media  Sports Medicine  Orthopedic Minute Video Blog  Tactical Social Media Guide
  46. 46. Howard Luks,MD Testimonials Education Videos
  47. 47. Medicine and Web 2.0 The First University Credit Course www.med20course.com University of Debrecan Launched in 2008 Dr. Bertalan Mesko
  48. 48. 10 Week Course Week 2 : Medical Blogosphere Week 4: Medical Wikis Week 6: Virtual Reality in Medicine Week 9 : Medical Search Engines

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