Social Media 101 for Healthcare


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Social media has rapidly grown in scope and significance over the past few years. Twitter, Facebook and other social presences are now as much a staple of an organization's communication activity as a basic website. This evolution towards more active engagement with consumers is a natural fit for some industries, but presents unique challenges for others – including healthcare. Social media also offers healthcare organizations important opportunities to connect with consumers in a meaningful personal context.

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Social Media 101 for Healthcare

  1. 1. Healthcare Social Media 101, July 2010
  2. 2. Squeaky Wheel Media <ul><li>We are a full-service creative agency for all things digital specializing in web design, web development, social media, and marketing services. </li></ul><ul><ul><li>Headquartered in New York City </li></ul></ul><ul><ul><li>Independent/ Privately held </li></ul></ul><ul><ul><li>Minority/ Woman-owned </li></ul></ul><ul><ul><li>Best Culture - Small Agency of the Year 2010 </li></ul></ul><ul><ul><li>Mostly Healthy </li></ul></ul> page
  3. 3. Why The Hell-th Am I Here? <ul><li>The purpose of this workshop is to provide you with a guideline for how social media can best be utilized within your overall communication strategy. </li></ul><ul><ul><li>Healthcare online </li></ul></ul><ul><ul><li>SM Statistics </li></ul></ul><ul><ul><li>SM Initiatives </li></ul></ul><ul><ul><li>Case Studies </li></ul></ul><ul><ul><li>Q&A/Walkthrough </li></ul></ul> page
  4. 4. Healthcare Online <ul><li>Notable Activity </li></ul><ul><li>Consumers/Patients </li></ul><ul><ul><li>60 million consumers now use new media to share their health experiences online </li></ul></ul><ul><ul><li>73% of patients search for medical information online before or after doctors visits. </li></ul></ul><ul><ul><li>93% of e-patients say the Internet  has made it possible to get the medical information they need </li></ul></ul><ul><ul><li>Approximately 1,200 Facebook  communities advocate for cures for chronic illnesses </li></ul></ul> page
  5. 5. Healthcare Online <ul><li>Notable Activity </li></ul><ul><li>Hospitals/Doctors </li></ul><ul><ul><li>210+US hospitals use social media </li></ul></ul><ul><ul><li>140+ US hospitals have You Tube channels </li></ul></ul><ul><ul><li>130+ US hospitals maintain Twitter accounts </li></ul></ul><ul><ul><li>80+ US hospitals have Facebook pages </li></ul></ul> page
  6. 6. Social Media Statistics <ul><li>Notable Activity </li></ul><ul><li>Facebook </li></ul><ul><ul><li>400+ million active users </li></ul></ul><ul><ul><li>Average user has 130 friends </li></ul></ul><ul><ul><li>More than 25 billion pieces of content is shared each month. </li></ul></ul><ul><ul><li>100+ users accessing Facebook through mobile device </li></ul></ul> page
  7. 7. Social Media Statistics <ul><li>Notable Activity </li></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>2 billion videos watched a day </li></ul></ul><ul><ul><li>Every minute 24 hrs. of video uploaded </li></ul></ul><ul><ul><li>52% of 18-34 year-olds share video with friends and colleagues </li></ul></ul> page
  8. 8. Social Media Statistics <ul><li>Notable Activity </li></ul><ul><li>Twitter </li></ul><ul><ul><li>100+ million registered users </li></ul></ul><ul><ul><li>180+ million unique visitors every month </li></ul></ul><ul><ul><li>55+ million tweets sent a day </li></ul></ul> page
  9. 9. Social Media Statistics <ul><li>Notable Activity </li></ul><ul><li>Blogs </li></ul><ul><ul><li>133 million blog records indexed by Technorati </li></ul></ul><ul><ul><li>77% of active internet users read blogs </li></ul></ul><ul><ul><li>56% say that their blog has helped their company establish a positioning as a thought leader within the industry. </li></ul></ul><ul><ul><li>58% say that they are better-known in their industry because of their blog </li></ul></ul> page
  10. 10. Social Media Initiatives <ul><li>Key questions before implementing social media… </li></ul><ul><ul><li>What resources do you have to dedicate to the campaign? </li></ul></ul><ul><ul><li>What is your objective? </li></ul></ul><ul><ul><li>Who is your target audience? </li></ul></ul><ul><ul><li>What type of content are you going to utilize? </li></ul></ul><ul><ul><li>How flexible is your messaging across multiple channels? </li></ul></ul><ul><ul><li>What would a consumer expect/want/need from your social networks? </li></ul></ul> page
  11. 11. Social Media Initiatives <ul><li>Campaign Management Tools </li></ul><ul><ul><ul><li>Facebook Insights </li></ul></ul></ul><ul><ul><ul><li>URL shortening links </li></ul></ul></ul><ul><ul><ul><li>YouTube Insights </li></ul></ul></ul><ul><ul><ul><li>Technorati </li></ul></ul></ul><ul><ul><ul><li>SocialMention </li></ul></ul></ul><ul><ul><ul><li>Google Blog Search </li></ul></ul></ul><ul><ul><ul><li>Blog Pulse </li></ul></ul></ul><ul><ul><ul><li>Trendpedia </li></ul></ul></ul><ul><ul><ul><li>TwitterSearch </li></ul></ul></ul><ul><ul><ul><li>CoTweet </li></ul></ul></ul> page
  12. 12. Social Media Initiatives <ul><li>How to Handle Negative Sentiments </li></ul><ul><ul><ul><li>Do NOT delete right away! </li></ul></ul></ul><ul><ul><ul><ul><li>Identify the type of criticism </li></ul></ul></ul></ul><ul><ul><ul><li>Respond in a timely matter </li></ul></ul></ul><ul><ul><ul><li>Respond to comments publicly </li></ul></ul></ul><ul><ul><ul><ul><li>Be honest </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Be humble </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Be clear and concise </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Be proactive </li></ul></ul></ul></ul> page
  13. 13. Social Media Initiatives <ul><li>Measuring Success </li></ul><ul><ul><ul><li>Employees reached (for internal purposes) </li></ul></ul></ul><ul><ul><ul><li>Impact on offline events </li></ul></ul></ul><ul><ul><ul><li>Customer satisfaction/interaction </li></ul></ul></ul><ul><ul><ul><li>Suggestions implemented from social feedback </li></ul></ul></ul><ul><ul><ul><li>Volume of customer feedback generated (comments, polls, etc.) </li></ul></ul></ul><ul><ul><ul><li>Increase in searches due to social activity </li></ul></ul></ul><ul><ul><ul><li>Not just ‘Likes’ and Followers! </li></ul></ul></ul> page
  14. 14. Case Study <ul><li>Wellpoint/Anthem Health </li></ul><ul><ul><ul><li>Research: </li></ul></ul></ul><ul><ul><ul><ul><li>A person's chance of becoming obese rises 57% if a friend becomes obese. Conversely, a person's likelihood of quitting smoking increased by 67% if a spouse quit. </li></ul></ul></ul></ul><ul><ul><ul><li>Concept: </li></ul></ul></ul><ul><ul><ul><ul><li>Create a multimedia effort that looked beyond traditional advertising to use social connections to spread health in a meaningful way. </li></ul></ul></ul></ul><ul><ul><ul><li>Activations: </li></ul></ul></ul><ul><ul><ul><ul><li>Footprint Calculator: A consumer can calculate their health footprint by answering some basic questions, and the calculator provides a score that shows the measure of their positive health influence on others. </li></ul></ul></ul></ul> page
  15. 15. Social Media Initiatives page Footprint Calculator
  16. 16. Case Study <ul><li>Diabetes Hands Foundation </li></ul><ul><ul><ul><li>Research: </li></ul></ul></ul><ul><ul><ul><ul><li>Diabetes is a disease that affects 23.6 million people in the United States, 7.8% of the population, and tends to affect minorities at higher rate. In addition to deaths it also results in amputations or vision and heart problems if not controlled. </li></ul></ul></ul></ul><ul><ul><ul><li>Concept: </li></ul></ul></ul><ul><ul><ul><ul><li>Using social media create a fun and engaging application that helps people with diabetes become more informed about their disease, as well as make tangible lifestyle changes that might affect their health. </li></ul></ul></ul></ul><ul><ul><ul><li>Activations: </li></ul></ul></ul><ul><ul><ul><ul><li>Healthseeker Facebook Application: Tabs showcase 15 “missions” that players can complete, which really amount to changes in lifestyle, such as adding more vegetables to your diet or doing more exercise. With the completion of each mission, players receive points, and additional points for inviting friends (either Facebook or with email) to play, or updating Facebook or Twitter with your activity. </li></ul></ul></ul></ul> page
  17. 17. Social Media Initiatives page Healthseeker
  18. 18. Case Study <ul><li>GE Health </li></ul><ul><ul><ul><li>Research: </li></ul></ul></ul><ul><ul><ul><ul><li>People enjoy communal experiences and sharing content online. </li></ul></ul></ul></ul><ul><ul><ul><li>Concept: </li></ul></ul></ul><ul><ul><ul><ul><li>Create a shared community for creating better health for more people. Seeking to build stronger relationships between patients and doctors </li></ul></ul></ul></ul><ul><ul><ul><li>Activations: </li></ul></ul></ul><ul><ul><ul><ul><li>Healthymagination Microsite: T akes the form of multiple projects that you can participate in, whether you’re looking to change your lifestyle or fine-tune your approach to health. </li></ul></ul></ul></ul> page
  19. 19. Social Media Initiatives page Healthymagination
  20. 20. We’ve Only Just Begun… <ul><li>Q&A/Walkthrough </li></ul><ul><ul><ul><li>Lets do it. Set it up. </li></ul></ul></ul> page
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