Physicians - The Missing Link in Hospital and Health System Marketing

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Presenting analysis for the very first time showing the real impact of physicians in their hospital's online marketing initiatives - and making a case for a new approach to partnership in marketing hospital services

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Physicians - The Missing Link in Hospital and Health System Marketing

  1. 1. Physicians - the missing link … … in the evolution of hospital marketing
  2. 2. Why do people pick certain hospitals? …decisions
  3. 3. Contents are proprietary and confidential. DAMN IT, JIM! I ASKED FOR AN iPAD! We’ve known for years that the internet was doctors’ #1 source of medical information1
  4. 4. 61% of physicians consult social media weekly for medical information2
  5. 5. Physicians are the missing link In the evolution of hospital marketing
  6. 6. Understanding, Engaging and Activating physicians in the digital age 61% of physicians consult social media weekly for medical information There is a new KOL emerging. Physicians are no longer just prescribers. They are the media. The 1st and only database in the world to map physicians’ digital footprint to their national physician registry The MDigitalLife dataset Connects online and offline behavior such as referral patterns, prescribing history & Medicare billing 479,395 physician digital footprints mapped as of August 6, 2014 Debuted at the Mayo Clinic in October 2012
  7. 7. MDigitalLife Doctors 500+ 100+ 10+ 1-9 50+ 300+ bit.ly/mdlpw514
  8. 8. 8 What’s actually happening today?
  9. 9. Contents are proprietary and confidential. Average followers for a hospital twitter account 2,974 46.5 K 29.6 K 4,037
  10. 10. Contents are proprietary and confidential. Average followers - Texas hospital twitter accounts 7 12 13 15 9 3 0 2 4 6 8 10 12 14 16 <100 100 - 329 330 - 999 1,000 - 2,999 3,000 - 9,999 >10,000 2,395 46% have over 1,000 followers
  11. 11. Contents are proprietary and confidential. Average tweeting doctors affiliated with a hospital 10.9 156 75 37
  12. 12. Contents are proprietary and confidential. Average tweeting affiliated with Texas hospitals 0 20 40 60 80 100 120 140 160 180 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 average = 13
  13. 13. Contents are proprietary and confidential. Percentage of tweeting doctors affiliated with a hospital 1.34% 5.4% 3.2 % 2.9 %
  14. 14. Lets look at the numbers The average hospital follows how many of their doctors who are on twitter? average = 4
  15. 15. 9 % Lets look at the numbers The average hospital follows what percent of their doctors who are on twitter? .92 % 5.4% 2.7 %13 %
  16. 16. Lets look at the numbers On average, how many times has a hospital @mentioned one of it’s doctors on twitter? average = 6
  17. 17. 369 Lets look at the numbers On average, how many times has a hospital @mentioned one of it’s doctors on twitter? 6.24 5.4% 561,655
  18. 18. Lets look at the numbers On average, how many times have doctors @mentioned their hospital on twitter? average = 11
  19. 19. 166 Lets look at the numbers On average, how many times have doctors @mentioned their hospital on twitter? 11.3 5.4% 151,829
  20. 20. Contents are proprietary and confidential. Larger hospitals & systems connect more with docs • The largest quartile of providers have the highest rate of tweeting docs
  21. 21. Contents are proprietary and confidential. Larger hospitals & systems connect more with docs • The largest quartile of providers have the highest rate of tweeting docs • Their doctors are more likely to follow their accounts & to mention their affiliation in their twitter bios
  22. 22. Contents are proprietary and confidential. Larger hospitals & systems connect more with docs • The largest quartile of providers have the highest rate of tweeting docs • Their doctors are more likely to follow their accounts & to mention their affiliation in their twitter bios • They’re also 2x as likely to follow and mention their docs as smaller providers
  23. 23. [YAWN]
  24. 24. [YAWN] But let’s dissect that – And look more deeply at the largest organizations.
  25. 25. Contents are proprietary and confidential. Hospitals that mention their docs have more followers •  Among the 100 largest organizations: •  The 10 that mentioned a bigger percentage of their doctors had 151% More followers than their peers (8,075 to 5,358)
  26. 26. Contents are proprietary and confidential. Hospitals that follow their docs have more followers •  Among the 100 largest organizations: •  The 10 that followed a bigger percentage of their doctors had 178% More followers than their peers (8,550 to 4,792)
  27. 27. Contents are proprietary and confidential. Hospitals with more tweeting docs have more followers •  Among the 100 largest organizations: •  The 10 that with the highest percentage of doctors on twitter had 240% More followers than their peers (11,839 to 4,931)
  28. 28. Contents are proprietary and confidential. •  Rhode Island Hospital is #1 in mentioning its docs (33%) But it’s about engagement too …
  29. 29. Contents are proprietary and confidential. •  Rhode Island Hospital is #1 in mentioning its docs (33%) But it’s about engagement too … … and gets 2x more engagement than Which doesn’t mention its doctors at all.
  30. 30. Contents are proprietary and confidential. Seattle Children’s gets 3 ½ RTs for each of its tweets. Leading with the physician’s voice pays
  31. 31. Contents are proprietary and confidential. Seattle Children’s gets 3 ½ RTs for each of its tweets. But when it @mentions Wendy Sue Swanson (@SeattleMamaDoc), Leading with the physician’s voice pays
  32. 32. Contents are proprietary and confidential. Seattle Children’s gets 3 ½ RTs for each of its tweets. But when it @mentions Wendy Sue Swanson (@SeattleMamaDoc), Its RT rate is 25% higher. Leading with the physician’s voice pays
  33. 33. Contents are proprietary and confidential. •  Every HCP at Swedish has recorded an introductory video •  More than 100 blog on their platform •  They provide “almost all” of the content shared by MarComm at Swedish You can even be their platform
  34. 34. Contents are proprietary and confidential. Are mentioned 19x more often by their doctors. Hospitals who’ve mentioned at least 1 of their docs …
  35. 35. Contents are proprietary and confidential. Hospitals who’ve mentioned at least 1 of their docs … Are mentioned 19x more often by their doctors. Except in Where they’re mentioned 27x more often.
  36. 36. Contents are proprietary and confidential. OH NO! MY CMO JUST FOLLOWED ME ON TWITTER! MAKING THE TRENDS WORK FOR YOU
  37. 37. Contents are proprietary and confidential. Activating your physicians GUIDELINES FIND SUBSCRIBE MONITOR PROMOTE ASK TO SHARE
  38. 38. Set guidelines •  Be transparent •  Provide resources
  39. 39. Contents are proprietary and confidential. Activating your physicians GUIDELINES
  40. 40. Find your doctors •  Search online •  Ask
  41. 41. Contents are proprietary and confidential. Activating your physicians GUIDELINES FIND
  42. 42. Subscribe to their content •  Follow on twitter •  Subscribe to blogs/YouTube
  43. 43. Contents are proprietary and confidential. Activating your physicians GUIDELINES FIND SUBSCRIBE
  44. 44. Monitor and coach •  Learn how they operate •  Guide and coach as necessary
  45. 45. Contents are proprietary and confidential. Activating your physicians GUIDELINES FIND SUBSCRIBE MONITOR
  46. 46. Promote their content •  Share their blog posts and videos •  Retweet them
  47. 47. Contents are proprietary and confidential. Activating your physicians GUIDELINES FIND SUBSCRIBE MONITOR PROMOTE
  48. 48. Ask them to share your content Don’t be shy Say please!
  49. 49. Contents are proprietary and confidential. Activating your physicians GUIDELINES FIND SUBSCRIBE MONITOR PROMOTE ASK TO SHARE
  50. 50. Greg Matthews @chimoose
  51. 51. Contents are proprietary and confidential. 1 Understanding the Factors That Influence the Adoption and Meaningful Use of Social Media by Physicians to Share Medical Information. Journal of Medical Internet Research, Vol 14 No 5. September 24, 2012 2 What Health Info Do Consumers Seek Online?. eMarketer, February 28, 2013 References:

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