Leveraging social media for health meeting 2 7.31.12
Leveraging Social Media & Digital Tools for Health Sunnie Southern Founder and CEO Viable Synergy, LLC 513-‐284-‐6154 Sunnie@ViableSynergy.com
Discussion Points • IntroducHons • Environmental refresher • Discussion – How do we work together? • Use case examples –i.e Diabetes – How do we measure? – What do we do? • Next Steps
Introduc:ons • Name • OrganizaHon • What social media using? • How using social media and other digital health tools?
Environmental Challenges $2.76 Trillion in health care costs in 2010 Aging PopulaHon Healthcare costs expected to increase by # of Seniors expected to increase by 31% over 6 years 65% in over 20 years Rising Cost of Health Care # of Seniors* $s in Trillions $s in Millions 2016 $3.62 2030 78 2010 $2.76 2010 47.4 2010 Health Care Costs included: • $831.5 billion hospitals Medicare costs in 2011 projected to • $537.4 billion physician & be = $556.1 Billion clinical services • $781.1 billion other items References: hp://www.plunkeresearch.com/health-‐care-‐medical-‐market-‐ research/industry-‐overview
The Digital Healthcare Age • Need for change • Slow adopHon of technology now requiring “catch-‐up” • High level of incenHves with risk of penalHes for laggards in adopHon of new models and new technologies • Drives opportunity for new soluHons
Leverage Our Strengths Health Care Social Media
Key PaHent Inﬂuencers Key Pa:ent Inﬂuencers Physicians Friends and Family Pharmacists 36% 72% 78% % PaHents deﬁnitely/ very likely to “listen” to Q. (Patients) How likely are you to listen to information on a tool, product orservice when you receive it from the following sources?
Health Care Providers Are SHll “Preferred” Online InformaHon Source Preferred Source of Online Health Care Informa:on 0.6 0.5 0.4 0.3 0.2 0.1 0 Health Care Provider Sites Integrated Hospital and Social Media Only Social Media Ticker surveys 22,877 Americans across the country each month and is not aﬃliated with any special interest group. The margin of error is +0.7 percent at a 95 percent conﬁdence level. Ticker is a registered trademark of NaHonal Research Corp., a publicly traded company (Nasdaq: NRCI) headquartered in Lincoln, Nebraska.
People are Going Online for Health 80% of par*cipants have searched online for Health Informa*on % of Internet Users Who Have Looked Online for Informa:on About Other^ At least one of these topics Health topic not included here Medical test results Memory loss, demenHa, Alzheimers Pregnancy and child birth Environmental health hazards Drug sasey or recalls Food sasey or recalls Health insurance (private and M, M) Hospitals or other medical faciliHes 36% Doctors, other HCPs Medical treatment, procedure Disease, medical problem 0% 10% 20% 30% 40% 50% 60% 70% 80% Source: Pew Research Center’s Internet & American Life Project, August 9-‐September 13, 2010 Survey. N=3001 adults and the margin of error is +/-‐ 3 percentage points for the full sample. Margins of error for subpopulaHons are 10 higher.
People in CincinnaH are Searching for Healthcare Online & Via Mobile Phones According to Google 2.02 million Cincinna* health care key word searches including 940 thousand searches for Cincinna* hospital for the past 12 months* Google Key Word (KW) Searches in Cincinna: (Online and Mobile) 200,000 150,000 100,000 50,000 -‐ Aug Sep-‐ Oct-‐ Nov Dec-‐ Jan-‐ -‐10 10 10 -‐10 10 11 Summary of KW Searches* KW Searches for CincinnaH Hospital ^March 2010 -‐ Jan 2011 (with 2 month average included to make a full 12 months) KW Summary = Healthcare, health care, doctor, physician, sick, hospital, emergency room, emergency department
Empower PaHents to Inﬂuence Friends & Family with Social Media Enhance • >90% of Facebook users have used for health info. * Engagement • Providing relevant social content and making it “shareable”, enhances world of mouth markeHng • >30% of respondents said “trust” in social media was high or Build very high* RelaHonships • 1 in 4 said social media was likely/ very likely to impact future & Trust health decisions* • Market penetraHon of social media across age segments^ Reach Across -‐91% 13-‐31 yrs Age Groups -‐85% 32 – 45 yrs -‐76% 46 – 65 yrs (fastest growing segment from 2009 – 2010) *Ticker surveys of 22,877 Americans *PR Newswire reported on Nov. 29, 2010
Social Media as Channel for Hospitals to Reach Consumers • Hospital’s Social Media Presence Drives Consumer Decisions – 57% of consumers report would pick a hospital based on its social media presence – 81% see hospitals visible in social media as more cuzng edge – 70% of users are passive users in that they dont post; they just read – 70% of paHents engaged in social media report they are likely to purchase a hospital product or service Referenceshp://www.ﬁercehealthcare.com/story/why-‐hospital-‐social-‐media-‐full-‐Hme-‐job/2011-‐07-‐28
How Consumers Use Health Apps hp://mobihealthnews.com/13368/report-‐13k-‐iphone-‐consumer-‐health-‐apps-‐in-‐2012/ Report: 13K iPhone consumer health apps in 2012
Physician Reported Use of Mobile Technology (Expected in Next 12 Months) ½ of Physician respondents (N=350) are currently using Smart Phones for work. What’s next? % of Respondents Expec:ng to Use Mobile Tech for Work in Next 12 Months 51% 50% 49% 48% 47% 46% 45% 44% Use Tablets Use Medical Aps Daily References: hp://mobihealthnews.com/14703/half-‐of-‐doctors-‐to-‐use-‐medical-‐apps-‐by-‐2012/ “Third Annual Healthcare IT Insights and OpportuniHes” study consisted of online surveys of 350 doctors, denHsts and other healthcare providers or administrators, along with execuHves at 400 IT ﬁrms that work in healthcare IT. The associaHon conducted the surveys over the summer. Published on Nov. 16, 2011.
How Can We Work Together? • Focus on one “use case” or cause?