Making social media work for you bhta conference presentation 27092012

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Presentation by Trufflenet Health's Janet Gunner to the British Healthcare Trades Association conference, including social media data for Coloplast, Hollister, Invacare and Ottobock

Presentation by Trufflenet Health's Janet Gunner to the British Healthcare Trades Association conference, including social media data for Coloplast, Hollister, Invacare and Ottobock

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  • 1. BHTA – 26th September 2012Making social media work for you Janet Gunner @truffle_health 26th September 2012 1
  • 2. Break out session1. Is there any commercial value to social media research?2. Why social media isnt just about Facebook and Twitter in healthcare?3. What benefits can be gained from engaging in social media research for your business?4. How organisations use social media to understand patients and healthcare professionals, by presenting some social media insights on some of the companies attending today. 2
  • 3. Is there any commercial value to social media research? Too much Inactivity in “socialising” the work Distraction during work place: lost time hours - lost profit NO commercial value - IT departments instructed to restrict access to employees 3
  • 4. Is there any commercial value to social media research?So what has changed? Some statistics to help …. Almost a billion Facebook users 140 million active Twitter accounts  sending 340 million tweets a day 62% of adult internet users using at least one social networking platform.Social media didn’t exist 15 years ago so this is quite somechange! Is this an opportunity to engage with an online community gaining long term, loyal and satisfied customers? Commercial value 4
  • 5. Commercial Value1. Is there any commercial value to social media research?2. Why social media isnt just about Facebook and Twitter in healthcare?3. What benefits can be gained from engaging in social media research for your business?4. How organisations use social media to understand patients and healthcare professionals, by presenting some social media insights on some of the companies attending today. 5
  • 6. Why social media isnt just about Facebook (FB) and Twitter in healthcare? Consumers and healthcare professionals are using social media sites outside FB and Twitter to find answers, education themselves, help guide decision making when it comes to health issues. Research indicates that up to:  40% access health-related consumer reviews (e.g. of treatments, products or physicians)  20% Supported a health cause  30% Posting about their own health experiences  20% have joined a health forum or community Healthcare professionals are using forums to share medical cases, seeking advice from colleagues globally Organisations are also beginning to use social media sites outside FB and Twitter to:  Raise awareness of their products / drugs  Produce educational information on disease / treatments / lifestyle  Sponsor patient forums  Provide Q&A opportunities 6
  • 7. Commercial Value1. Is there any commercial value to social media research?2. Why social media isnt just about Facebook and Twitter in healthcare?3. What benefits can be gained from engaging in social media research for your business?4. How organisations use social media to understand patients and healthcare professionals, by presenting some social media insights on some of the companies attending today. 7
  • 8. What benefits can be gained from engaging in social mediaresearch for your business?In 2012, social media enables instantaneous self-expression anda shared community experience  at any hour of the day, with someone in the house next door or halfway across the globeIt is estimated that one-third of consumers are using social mediafor health-related mattersWith a single key stroke, individuals can broadcast their opinionsand attitudes to physicians, drugs, devices, treatments, hospitals,and health plans  Positive and negative!The health industry has been slow to embrace social media, butis now beginning to see the benefits Opportunities and Threats 8
  • 9. What benefits can be gained from engaging in social media research for your business?Opportunities This era of social media, provides you with real-time feedback directly from your customers, which you can address immediately, leading to:  Improved customer service  Higher quality care  Loyal customers  Revenue growthThreats Negative feedback exposed to a mass community  however “Listening” is the start to gaining a handle on negative chatter.“One of the greatest risks of social media is ignoring social media, it’s outthere, and people are using it whether you like it or not. You don’t know whatyou don’t know.” Don Sinko, chief integrity officer of Cleveland Clinic. 9
  • 10. What benefits can be gained from engaging in social media research for your business? Consumers can …. Healthcare companies can…View what others are experiencingin terms of symptoms, reactions to Demonstrate timely and thoughtfultreatments, prognosis, responses to problemsdevelopments etc Understand more about theFeel supported and not alone consumer emotionally from non- bias, real discussionsResearch information, askquestions to medical supply Reach a new audience who areproviders, professionals, insurers looking for education andand others information of servicesFind real-time information and Ensure information provided isexchange information on a accurate and delegate aforums and blogs spokesperson to effectively handle the “chatter” 10
  • 11. Examples of healthcare social media conversations“When I was in the ER last night, I tweeted about the interminable wait. Itseemed as though people who weren’t that sick got whisked in ahead of me!Guess what? Someone from the hospital heard me! They spotted my tweetand responded. And even sent someone down to talk to me in person.That’s what I love about social media. It’s like my personal electronicmegaphone”“Ever since I found out I had diabetes, I’ve posted monthly on Facebookabout my struggles managing my blood sugar and energy level, and lots ofpeople — some I don’t even know — have swapped healthy recipes, sentme tips on where to buy test strips, and even recommended doctors”“I feel like the healthcare industry is finally getting it. My hospital has aFacebook page where they post lifestyle advice, the drug company sharesnewly released treatment studies through its Twitter account, and my insurereven has these interactive games that help manage my diet and exercise.Best of all, I’ve joined a few patient communities where I share how I’mdoing on certain treatments” 11
  • 12. Commercial Value1. Is there any commercial value to social media research?2. Why social media isnt just about Facebook and Twitter in healthcare?3. What benefits can be gained from engaging in social media research for your business?4. How organisations use social media to understand patients and healthcare professionals, by presenting some social media insights on some of the companies attending today. 12
  • 13. What have social media conversations been saying about your company? Of the 51 consumer responsesidentified for Coloplast, 39 werevideos of people talking aboutproducts posted on YouTube.  Of these, over a third (36%) were posted by ostomy bag users demonstrating and reviewing Coloplast itemsAll ostomy videos which offeredsentiment towards products werepositive.  Two of these videos were Elijah did a video for Child Life services to explain his strongly positive where the new ostomy. He loves his reviewer stated that a product new Coloplast Sensura with had a significant impact on velcro! their quality of life. Joel Ellis 13
  • 14. What have social media conversations been saying about your company? Coloplast key topics of discussion % of consumer postsWheelchair rugby sponsorship 31%Ostomy users personal experiences through video 22%Demonstration by healthcare professionals 16%Catheter related posts 10%Bag user video response (accessories) 6% N=51 There was no negative sentiment “Brian Olson of Coloplast US., expressed towards the brand. on the floor board during the 2010 World Wheelchair Rugby Championships.” DDTREE4 14
  • 15. What have social media conversations been saying about your company? All product recommendations were from a single forum thread askingfor advice about wheelchairs (The Bub Hub)  Nine respondents recommended Ottobock over other brands. Fifteen of the productphoto/video results wereretweets of The Times photo ofthe day featuring a prostheticleg at the Olympic Otto Bockrepair centre (right).No negative sentiment wasexpressed towards the brand. 15
  • 16. What have social media conversations been saying about your company? Ottobock -Key topics of % of consumer The controversy over the claim discussion postsby Oscar Pistorius that a Paralympic games 55%difference between the length of Product picture/video 22%blades accounted for his loss in HQ building architecture 9%the Paralympic 200m was Product recommendation 5%mentioned twice. Ottobock India 4%  Ottobock blades were worn N=155 by his rival. The topic receiving the highest “Im still going to pushproportion of positive sentiment for one in the next year orwas product recommendations two. Ive looked at the Otto Bock Skippi and they look(100%) followed by product awesome... cant wait to see ifphoto/videos (21%). thats the way you go. Prickle 16
  • 17. What have social media conversations been saying about your company? Invacare - Key topic of % of consumer Mobility vehicle discussion postsdemonstrations mostly Mobility vehicleconsisted of users displaying 48% demonstrationstheir vehicles’ capabilities in a Lift / sling demonstration 12%positive manner. Adaptive cycling 6% Custom chairs 9% Users posted pictures andvideos of their handcycles Design convenience / 6% ergonomicsincluding images of N=33tournaments and races.Custom chairs, specially designed to suit the needs of the user wereshared on-line. 17
  • 18. What have social media conversations been saying about your company? The most negative comment 70%towards an Invacare product camefrom an individual whose severe 60%injuries left him unable to use a 50%conventional Invacare wheelchair 40%  Daniel J. Towsey writes a 30% wheelchair rights blog and 20% posts videos criticising 10% attitudes and policies towards 0% the disabled. N=33 Less potent negative commentary was related to the poor design of a chair’s adjustment screw and customer service. 18
  • 19. What have social media conversations been saying about your company? Hollister – Key topic’s % of consumer of discussion posts Bag user video responses 54%• Hollister was talked about by only a small number of consumers (14) in Ostomy bag picture sharing 15% comparison to Coloplast (51) which provides similar ostomy products. Customer serivice 8% Living with a Hollister ostomy 8%• Just over half (54%) of consumer Modifying a bag 8% posts where YouTube videos demonstrating or reviewing Hollister Recommending Hollister 8% ostomy products. n = 14• The single post referring to modifying an ostomy bag was a video demonstrating how a Hollister bag can be made smaller for convenience when doing physical exercise (right) • This had a positive impact on their quality of life
  • 20. What have social media conversations been saying about your company?• Over two thirds (71%) of bag user videos were positive. • There were related to positive ostomy product reviews and upbeat demonstrations.• There was no negative sentiment expressed towards Hollister or its products. I had a funny chat with the Hollister Ostomy supply guy on the phone today. He asked me if my ostomy was temporary or permanent and I told him it was permanent so he better be nice to me because I was going to be a customer for a LONG time.bpBailey
  • 21. Summary Social Media conversations / posts influence change, be that ofthe consumer or the healthcare provider or professionalWhether you are an insurer, medical device or pharmaceutical / lifescience company, you can benefit from more active online engagementwith consumers  It is an opportunity to manage the expectations of the customers and reduce the manifestation of issuesIt is very simple: it can truly improve your customer service and ensureyou have lifelong customers who will advocate your products @truffle_health 21
  • 22. CONTACT DETAILSTrufflenet - Healthcare DivisionJanet Gunner12 Suffolk StreetLondonSW1Y 4HGT: +44 (0) 20 7812 6565E: janet.gunner@trufflenet.comwww.trufflenet.com