Melissa Davies<br />Strategic Accounts Director, Healthcare<br />April 20, 2011<br />Healthcare Social Media<br />The Conv...
Introducing NM Incite<br />Trusted data provider, leveraging proprietary technology and buzz sources from 160+ million soc...
Social media and health<br />Getting Started<br />3<br />
Social <br />Networks<br />Micro-<br />blogs<br />Reviews<br />Social <br />Media<br />Media<br />Sharing<br />Blogs<br />...
Social media outpaces all other online activities<br />SOURCE: Nielsen NetView, June 2010<br />*Other refers to 74 remaini...
Even Grandma is on Facebook <br />% of Adult Internet Users Who Use Social Networking Sites<br />Social networking use amo...
Online health-seeking continues to grow<br />Eight in ten internet users look online for health information, making it the...
Where do today’s consumers get health information?<br />8<br />
“Cyberchondriacs” on the rise<br />86% were satisfied with their ability to find the information they want online<br />81%...
Mobile is changing internet use<br />Trend to Watch<br />11<br />
Explosion of mobile is well documented<br />14% <br />of mobile subscribers have downloaded an app in the last 30 days<br ...
Mobile internet use is increasing<br />% of all adult cell owners who do the following on their phones (2010)<br />One-yea...
Who is more likely to use the mobile web?<br />Younger Groups (no surprise)<br />Minorities<br />SOURCE: Pew Research Cent...
Mobile increases web, social utilization<br />Facebook Mobile Users<br />People who use Facebook on their mobile devices a...
Four lessons from healthcare social media<br />16<br />
Which conditions drive most active online discussion?<br />17<br />Lesson 1<br />
Discussion volume by condition<br />18<br />
Fibromyalgia<br />Cardiovascular Disease<br />Depression<br />Hypertension<br />ADHD<br />Breast Cancer<br />Hodgkin’s Lym...
Two cancers, different discussion<br />Breast Cancer<br /><ul><li>Discussion feels hopeful: “no longer a death sentence”
Highly patient-driven
Highly engaged</li></ul>Ratio of Messages: Prevalence<br />0.26<br />2,605,000<br />Ratio of Messages: Prevalence<br />0.5...
Caregivers are more active
Very highly engaged</li></ul>SOURCES: Cancer prevalence data: US National Cancer Institute's Surveillance Epidemiology and...
671,507 messages<br />Oncology: buzz vs. prevalence<br />Ratio of Messages:Prevalence<br />Discussion Volume<br />10,205 m...
Mental health: buzz vs. prevalence<br />73,069 messages<br />Ratio of Messages:Prevalence<br />Discussion Volume<br />414,...
Chronic: buzz vs. prevalence<br />Ratio of Messages:Prevalence<br />Discussion Volume<br />45,419 messages<br />66,772 mes...
Sampling the conversation<br />Brain Cancer<br />“Brain cancer is so awful. My mom is still in treatment, she has about 10...
Implications<br />How active/important is social media for my therapeutic area?<br />Online advertising spend<br />Market ...
What information is shared online?<br />Lesson 2<br />26<br />
Discussion is broad-ranging<br />Emotional support<br />Doctor-patient interaction<br />Personal Experience<br />Treatment...
Buzz snapshot: type 2 diabetes<br />Source: NM Incite analysis of Type 2 Diabetes discussion 1/2011. Word cloud image crea...
Online currency: personal experience<br />"My own personal experiance has been good. I started Onglyza in late January and...
Positive and negative are shared<br />"I want to go off the met. . . tummy issues and have been on it since November 2 x 5...
Internet as second opinion<br />"My Dr. just prescribed onglyza. I did a text search of the group but haven't seen it ment...
Implications<br />What is patient lexicon surrounding this condition?<br />Language that will best connect with patients<b...
Who takes part in the discussion?<br />Lesson 3<br />33<br />
Patients drive online discussion<br />Share of Discussion Contributed by Patient/Caregiver/HCP, by Condition<br />SOURCE: ...
Implications<br />Who can we hear through social media channels?<br />Market research approach<br />Who can we reach throu...
What happens when a brand is in crisis?<br />Lesson 4<br />36<br />
Brand crises drive buzz<br />Trended Buzz for JNJ and Recall (Weekly)<br />Children's Benadryl, Motrin, Rolaids, Nov.  201...
Narrow window to act<br />Close-up View: Trended Buzz for JNJ+Recall (Daily)<br />What are they saying? <br /><ul><li>Day ...
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Healthcare Social Media: The Conversation That Is Defining Your Brand

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NM Incite’s Melissa Davies (Strategic Account Director, Healthcare) presented a webinar with the American Marketing Association on Healthcare Social Media.

As part of the presentation, Melissa shared some new benchmarking data related to online conversations within the healthcare space. “We have always looked at total volume of online discussion, and that is still important,” Melissa said. “But we are also looking at new ways to understand engagement with social media and how that differs across therapeutic areas. Our new data plots the volume of online discussion against disease prevalence as one way to measure that engagement.”

Healthcare Social Media: The Conversation That Is Defining Your Brand

  1. 1. Melissa Davies<br />Strategic Accounts Director, Healthcare<br />April 20, 2011<br />Healthcare Social Media<br />The Conversation That Is Defining Your Brand<br />
  2. 2. Introducing NM Incite<br />Trusted data provider, leveraging proprietary technology and buzz sources from 160+ million social media sites – across Twitter, Facebook, blogs, message boards, and customer reviews Global reach, in 18 countries (and growing)<br />Access to Nielsen’s proprietary consumer panels for online, TV, and retail purchases<br />Benchmarks and insights from over 150 clients, especially in health care, CPG, retail, auto, CE, Financial services<br />Market leader in enterprise social media monitoring/ analytics (Source: Forrester)<br />Industry-leading expertise in digital marketing, product development, and service operations<br />Capability-buildinginitiatives to enable incorporation of social media into core organizational processes<br />Functional expertise in translating social media metrics and insights into action and sustained improvement<br />
  3. 3. Social media and health<br />Getting Started<br />3<br />
  4. 4. Social <br />Networks<br />Micro-<br />blogs<br />Reviews<br />Social <br />Media<br />Media<br />Sharing<br />Blogs<br />Discussion<br />Forums<br />Social<br />Gaming<br />Defining the social media landscape<br />Create personal profiles to facilitate keeping in touch, meeting new people, and sharing key interests<br />Sign up for a personal feed to broadcast activities and receive real-time updates (e.g., news, friends, celebrities)<br />Evaluate and rate products and services based on personal experience<br />Upload, share and comment on photos, videos and audio to facilitate mass distribution of rich media<br />Create individual blog to discuss opinions, and experiences based on daily life<br />Register for communities to discuss specific topics, seek advice / discuss mutual interests<br />Connect with friends / individuals to play and discuss popular games in the online space<br />4<br />
  5. 5. Social media outpaces all other online activities<br />SOURCE: Nielsen NetView, June 2010<br />*Other refers to 74 remaining online categories visited from PC/laptops. **NetView’s Video/Movies category refers to time spent on video-specific (e.g., YouTube, Bing Videos, Hulu) and movie-related websites (e.g., IMDB, MSN Movies and Netflix) only. It is not a measure of video streaming or inclusive of video streaming on non-video-specific or movie-specific websites (e.g., streamed video on sports or news sites).<br />5<br />
  6. 6. Even Grandma is on Facebook <br />% of Adult Internet Users Who Use Social Networking Sites<br />Social networking use among internet users ages 50 and older has <br />nearly doubled – <br />from 22% to 42% over the past year<br />SOURCE: Pew Research Center<br />6<br />
  7. 7. Online health-seeking continues to grow<br />Eight in ten internet users look online for health information, making it the third most popular online activity among all those included in the Pew Internet Project’s surveys.<br />SOURCE: Pew Research Center’s Internet & American Life Project surveys, 2008-2010<br />7<br />7<br />
  8. 8. Where do today’s consumers get health information?<br />8<br />
  9. 9.
  10. 10. “Cyberchondriacs” on the rise<br />86% were satisfied with their ability to find the information they want online<br />81% of all Cyberchondriacs have looked for health information online in the last month<br />85% believe the information they found is reliable<br />17% have gone online to look for health information 10 or more times in the last month<br />SOURCE: The Harris Poll, Harris Interactive<br />
  11. 11. Mobile is changing internet use<br />Trend to Watch<br />11<br />
  12. 12. Explosion of mobile is well documented<br />14% <br />of mobile subscribers have downloaded an app in the last 30 days<br />Mobile phones will overtake PCs <br />by 2015<br />A typical U.S. mobile subscriber sends and receives <br />175% <br />more text messages than voice calls<br />SOURCES: Nielsen, Nielsen Mobile<br />12<br />
  13. 13. Mobile internet use is increasing<br />% of all adult cell owners who do the following on their phones (2010)<br />One-year change in use of cell phones to access the Internet:+52%<br />SOURCE: Pew Research Center's Internet & American Life Project, 2010<br />
  14. 14. Who is more likely to use the mobile web?<br />Younger Groups (no surprise)<br />Minorities<br />SOURCE: Pew Research Center's Internet & American Life Project, 2010<br />
  15. 15. Mobile increases web, social utilization<br />Facebook Mobile Users<br />People who use Facebook on their mobile devices are <br />twice <br />as active <br />on Facebook as non-mobile users<br />SOURCES: Facebook.com, AllFacebook.com, InsideFacebook.com<br />
  16. 16. Four lessons from healthcare social media<br />16<br />
  17. 17. Which conditions drive most active online discussion?<br />17<br />Lesson 1<br />
  18. 18. Discussion volume by condition<br />18<br />
  19. 19. Fibromyalgia<br />Cardiovascular Disease<br />Depression<br />Hypertension<br />ADHD<br />Breast Cancer<br />Hodgkin’s Lymphoma<br />Non-Hodgkin’s Lymphoma<br />Ovarian Cancer<br />Bipolar Disorder<br />Gout<br />Type 1 Diabetes<br />Colorectal Cancer<br />Brain Cancer<br />Multiple Sclerosis<br />COPD<br />Cystic Fibrosis<br />Schizophrenia<br />Ulcerative Colitis<br />Type 2 <br />Diabetes<br />Rheumatoid Arthritis<br />Arthritis<br />Key:<br />Cardiovascular<br />Chronic Condition<br />Mental Health<br />Oncology<br />Pain<br />Alzheimer’s Disease<br />
  20. 20. Two cancers, different discussion<br />Breast Cancer<br /><ul><li>Discussion feels hopeful: “no longer a death sentence”
  21. 21. Highly patient-driven
  22. 22. Highly engaged</li></ul>Ratio of Messages: Prevalence<br />0.26<br />2,605,000<br />Ratio of Messages: Prevalence<br />0.51<br />Brain Cancer<br /><ul><li>High level of fear and frustration
  23. 23. Caregivers are more active
  24. 24. Very highly engaged</li></ul>SOURCES: Cancer prevalence data: US National Cancer Institute's Surveillance Epidemiology and End Results (SEER), 2007. Buzz is measured across NM Incite’s Healthcare dataset, 1/1/2010-12/31/2010.<br />
  25. 25. 671,507 messages<br />Oncology: buzz vs. prevalence<br />Ratio of Messages:Prevalence<br />Discussion Volume<br />10,205 messages<br />Hodgkin’s Lymphoma<br />18,024 messages<br />Non-Hodgkin’s Lymphoma<br />31,710 messages<br />Ovarian Cancer<br />Colorectal Cancer<br />56,508 messages<br />Brain Cancer<br />63,649 messages<br />Breast Cancer<br />SOURCES: Cancer prevalence data: US National Cancer Institute's Surveillance Epidemiology and End Results (SEER), 2007. Buzz is measured across NM Incite’s Healthcare dataset, 1/1/2010-12/31/2010.<br />
  26. 26. Mental health: buzz vs. prevalence<br />73,069 messages<br />Ratio of Messages:Prevalence<br />Discussion Volume<br />414,813 messages<br />Bipolar Disorder<br />208,892 messages<br />Alzheimer’s Disease<br />191,499 messages<br />ADHD<br />497,442 messages<br />Depression<br />Schizophrenia<br />SOURCES: Prevalence data: Alzheimer’s Association, National Health Interview Survey 2009, National Institutes of Mental Health. Buzz is measured across NM Incite’s Healthcare dataset, 1/1/2010-12/31/2010.<br />
  27. 27. Chronic: buzz vs. prevalence<br />Ratio of Messages:Prevalence<br />Discussion Volume<br />45,419 messages<br />66,772 messages<br />85,346 messages<br />117,376 messages<br />Cystic Fibrosis<br />2.845<br />56,203 messages<br />Multiple Sclerosis<br />Type 1 Diabetes<br />Type 2 Diabetes<br />COPD<br />SOURCES: Prevalence data: NIAID, NWHIC, Cleveland Clinic, National Heart Lung and Blood Institute, Cystic Fibrosis Foundation. Buzz is measured across NM Incite’s Healthcare dataset, 1/1/2010-12/31/2010.<br />
  28. 28. Sampling the conversation<br />Brain Cancer<br />“Brain cancer is so awful. My mom is still in treatment, she has about 10 more avastin treatments left. She is 72, somewhat weak, hardly talks because she can't think of the right word to say and does nothing but sit in a chair all day and look out the window. I wonder what will happen once treatment ends, will she get any better or can we expect more of the same for the rest of her life.” CancerCompass.com, 2011-01-13<br />Breast Cancer<br />“I can related to the emotions impact of breast cancer  you are feeling , I was shocked, scared, angry, overwhelmed , crushed , hopeless, when the doctors informed me … in order for me to survive this I had to take life with cancer one day at a time , surrounded myself with family, friends , prayer and faith . … you are not along in this fight , I will keep you and your family in my prayers.” National Breast Cancer Foundation Forums, 2011-01-29<br />
  29. 29. Implications<br />How active/important is social media for my therapeutic area?<br />Online advertising spend<br />Market research approach<br />Social media engagement (branded/unbranded)<br />25<br />
  30. 30. What information is shared online?<br />Lesson 2<br />26<br />
  31. 31. Discussion is broad-ranging<br />Emotional support<br />Doctor-patient interaction<br />Personal Experience<br />Treatment options<br />Symptoms<br />Management strategies<br />Brand-specific discussion<br />~20%<br />
  32. 32. Buzz snapshot: type 2 diabetes<br />Source: NM Incite analysis of Type 2 Diabetes discussion 1/2011. Word cloud image created using Wordle.net<br />
  33. 33. Online currency: personal experience<br />"My own personal experiance has been good. I started Onglyza in late January and I still inject Lantus daily 23-25 units and take one 5mg Onglyza. For the first few months I was able to cut the Novalog to an occasional correction and for the last month or so haven't even needed to do that. My BG average since starting is 109 with 98% of my numbers ranging 151-67. For the last 5 weeks my average has dropped to 101 with most readings falling between 70 and 130. 8 months ago my A1c was over 10, late January it was 8. 6, my next A1c is in early August and I expect to see somewhere around 5. 5." Tudiabetes.org, 2010-06-05<br />Treatment regimen, dosage<br />Personal experience<br />Monitoring health “by the numbers”<br />
  34. 34. Positive and negative are shared<br />"I want to go off the met. . . tummy issues and have been on it since November 2 x 5oo mg xr 2 x a day. . thats a lot of met plus the onglyza which does nothing as far as I can tell. Still need to lose about another 20 lbs. . . am 5'2'' and 148 lbs. Loved the effects of the victoza on weight but not the constant nausea. Had been on duetact for a while. . but kept going hypo. Then Glymepiride. . made me hungry as all get out. Sheesh. . . . am so sick and tired of the whole thing!!!!" Diabetesforum.com, 2010-05-21<br />Side effects<br />Lack of efficacy<br />General frustration with treatment history<br />
  35. 35. Internet as second opinion<br />"My Dr. just prescribed onglyza. I did a text search of the group but haven't seen it mentioned. Does anybody have any knowledge on this newly approved drug?" Yahoo! Groups: type-2-diabetes, 2010-01-30<br />Looking for more information<br />"Onglyza Is anyone taking this? Hubby was prescribed it today and I see that it hasn't been out very long. Does anyone know anything about it?" Diabetesforums.com, 2010-02-26<br />Caregiver involvement<br />"Has anyone heard anything about onglyza? I saw a commercial for it yesterday and was wondering if it could be used with Byetta?" Yahoo! Groups: diabetes_and_byetta, 2010-06-07<br />Treatment combination<br />
  36. 36. Implications<br />What is patient lexicon surrounding this condition?<br />Language that will best connect with patients<br />Marketing<br />Patient/physician education materials<br />How do patients feel about my brand?<br />Understand frustrations, challenges, needs<br />Do we need to do a better job of setting patient expectations?<br />Patient education materials<br />Package insert, branded collateral<br />Physician communication<br />32<br />
  37. 37. Who takes part in the discussion?<br />Lesson 3<br />33<br />
  38. 38. Patients drive online discussion<br />Share of Discussion Contributed by Patient/Caregiver/HCP, by Condition<br />SOURCE: NM Incite analysis; speaker demographics are qualitatively assessed. <br />
  39. 39. Implications<br />Who can we hear through social media channels?<br />Market research approach<br />Who can we reach through social media channels? How should we tailor the message to the audience?<br />Marketing spend allocation<br />Planning for online engagement<br />35<br />
  40. 40. What happens when a brand is in crisis?<br />Lesson 4<br />36<br />
  41. 41. Brand crises drive buzz<br />Trended Buzz for JNJ and Recall (Weekly)<br />Children's Benadryl, Motrin, Rolaids, Nov. 2010<br />Infant & Children's Products, April 30, 2010<br />Rolaids Softchews, Dec. 9, 2010 <br />Tylenol and other products, January 14, 2011 <br />Tylenol, Benadryl & Motrin, July 8, 2010<br />Tylenol 8 Hour, Oct. 18, 2010<br />Tylenol, Benadryl, June 15, 2010<br />Children’s Tylenol, Sept. 24, 2009<br />Zyrtec, Motrin &Tylenol, March 2010<br />Tylenol Arthritis, Nov./Dec. 2009 <br />McNeil, Jan. 2010<br />37<br />
  42. 42. Narrow window to act<br />Close-up View: Trended Buzz for JNJ+Recall (Daily)<br />What are they saying? <br /><ul><li>Day 1: Sharing the news
  43. 43. Day 3: Deeper dive: Which brands are recalled, why, what parents should do
  44. 44. Day 6: Congressional panel investigates recall</li></ul>Infant & Children's Products Recall, April 30<br />One-day change in buzz: <br />+1740%<br />
  45. 45. What do consumers share?<br />“Get generic or go with a different brand (PediaCare Fever/acetaminophen or Infant Advil/Ibuprofen). … The FDA report on the only factory that makes infant Tylenol/Motrin is absolutely DISGUSTING- so many horrible violations, gram negative bacteria in ingredients used in lots of medications for BABIES! Don't expect to see "safe" Tylenol or Motrin on shelves for a looong time. I will never, EVER support that company again, if I can avoid it- and I can certainly avoid supporting them through these meds, as there are non-McNeil generics and brand names available.” TheBump.com, 2010-05-07<br />Frustration with the company<br />
  46. 46. What do consumers share?<br />“Friday Freakout: Tylenocalypse Edition We left town early, and so we at least saved our own weekend from the gigantic )#($%ingfreakout that is the massive recall of liquid infant's and children's Tylenol, Motrin, Zyrtec, and Benadryl products issued Saturday. Wait, Saturday? What the hell kind of government agency issues a sweeping recall of some of the most popular children's medicines on a Saturday? … That would be the FDA. This is not the first time the FDA has had ineffective, hard-to-follow recall announcements; I hope someone's trying to fix that place.” DaddyTypes.com, 2010-05-03<br />Frustration with the recall process <br />
  47. 47. Implications<br />How quickly does crisis news spread among consumers?<br />What are patients and caregivers saying about the event? What information sources are they sharing?<br />How does consumer opinion about the brand change as a result?<br />41<br />
  48. 48. Questions? Thank you!<br />Melissa Davies<br />Strategic Accounts Director, Healthcare<br />Melissa.Davies@nmincite.com<br />@MelissaKDavies<br />42<br />

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