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Understanding Physician/ Patient Conversations Online

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MDigitalLife's Managing Director & Founder, Greg Matthews led a webinar discussing the evolution of online interactions between patients and Healthcare Providers (HCPs) and what healthcare companies need to know to stay ahead of the curve.

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Understanding Physician/ Patient Conversations Online

  1. 1. Contents are proprietary and confidential.
  2. 2. Contents are proprietary and confidential.
  3. 3. Contents are proprietary and confidential. More information: bit.ly/2drcNYq
  4. 4. Understanding Physician-Patient Conversation Greg Matthews November 1, 2016
  5. 5. 6 W2O Group is a network of innovative, independent marketing communications firms focused on servicing health and technology brands worldwide. We offer integrated communications, marketing, business and tech solutions, focused on product supremacy, brand reputation and organizational excellence.
  6. 6. Contents are proprietary and confidential. 7 2016 Midsize Agency of the Year
  7. 7. Greg Matthews Managing Director, MDigitalLife @chimoose gmatthews@W2OGroup.com YOUR HOST
  8. 8. Contents are proprietary and confidential. Doctors Hospitals Advocacy Media Patients Industry Insights from online interaction between doctors, patients and the health ecosystem. The Online Global Health Ecosystem captures all key influencers involved in each therapeutic area conversation. The Online Global Health Ecosystem drives MDigitalLife Integrated Health Offering
  9. 9. Contents are proprietary and confidential. Doctors Hospitals Advocacy Media Patients Industry 727,906 Digital “footprints” mapped as of October, 2016 The Online Global Health Ecosystem drives MDigitalLife Integrated Health Offering
  10. 10. Contents are proprietary and confidential. • Patient behavior change • Physician behavior change • The cycle of convergence • Joining the conversation Understanding Physician-Patient Conversations
  11. 11. Contents are proprietary and confidential. Patient behavior change
  12. 12. Contents are proprietary and confidential. 35% of patients are considered “online diagnosers” Source: Health Online 2013 – PewResearchCenter – Susannah Fox
  13. 13. Contents are proprietary and confidential. Education, support & crowdsourcing
  14. 14. Contents are proprietary and confidential. • > 6,000 healthcare hashtags Twitter / Facebook • > 6M Healthcare groups • >70M Users
  15. 15. Contents are proprietary and confidential. Dave deBronkart & Danny Sands, MD
  16. 16. Contents are proprietary and confidential. Dave deBronkart & Danny Sands, MD
  17. 17. Contents are proprietary and confidential. Physician behavior change
  18. 18. Contents are proprietary and confidential. Every revolution needs a catalyst …
  19. 19. Contents are proprietary and confidential. Every revolution needs a catalyst …
  20. 20. Contents are proprietary and confidential. Every revolution needs a catalyst …
  21. 21. Contents are proprietary and confidential. Pioneers Mike Sevilla, MD Family doctor, podcaster & blogger since 2006 Wendy Sue Swanson, MD Pediatrician, author & blogger since 2006 Bryan Vartabedian, MD Pediatrician, author & blogger since 2006 Jordan Grumet, MD Internist, author & blogger since 2006
  22. 22. Contents are proprietary and confidential. Culture of Permission Source: Doctors and the Culture of Permission – 33Charts.com – July 2013
  23. 23. Contents are proprietary and confidential. Statin conversations over time 0 200 400 600 800 1000 1200 1400 1600 1800 18 tweets/day5 tweets/day
  24. 24. Contents are proprietary and confidential. Twitter meets medical meetings Connections between US and Global physicians at #ASH15
  25. 25. 0 10 20 30 40 50 60 70 80 90 100 Size Diversity - Audience Diversity - ContentQuality Impact ASTRO15 ACOG15 TEDMED15 AUA15 JPM15 ACC15 ASH15 ASCO15 Healthcare Conference Network Scoring
  26. 26. Contents are proprietary and confidential. Social Media Is Changing Physicians’ Behavior  36% of physicians use digital resources more than offline resources to communicate with their peers  For physicians using Twitter, 97% use it at least monthly (72% weekly; 39% daily)  39% of physicians say that the information they receive from online professional message boards, communities, social networks and blogs is “influential to very influential” to their clinical decisions Source: Manhattan Research “Taking the Pulse of US Physicians” 2013 Survey
  27. 27. Contents are proprietary and confidential. The cycle of convergence
  28. 28. Contents are proprietary and confidential. Doctors & patients
  29. 29. Contents are proprietary and confidential. Online Doctors Are Influential and Active Doctors are patients’ most- trusted source for online health information1 >7,000 doctors post daily on their blogs and Twitter accounts2 #1: Physician group/medical practice 1What Health Info Do Consumers Seek Online?. eMarketer, February 28, 2013 2MDigitalLife study, October 2015
  30. 30. Contents are proprietary and confidential. Hashtag communities Dana M. Lewis #hcsm, 2009
  31. 31. Contents are proprietary and confidential. Hashtag communities Dana M. Lewis #hcsm, 2009 Matthew Katz, MD & Patricia F. Anderson Cancer hashtag ontology, 2013
  32. 32. Contents are proprietary and confidential. Hashtag communities >900 disease specific tweetchats 2016
  33. 33. Contents are proprietary and confidential. An increasingly connected community 0 5000 10000 15000 20000 25000 30000 35000 2009 2010 2011 2012 2013 2014 Patient Mentions of Doctors Doctor Mentions of Patients 8,404% Growth 3,896% Growth
  34. 34. Contents are proprietary and confidential. Doctors and patients create new identities together bit.ly/epatientdoc
  35. 35. Contents are proprietary and confidential. Doctors & the media
  36. 36. Contents are proprietary and confidential. Doctors lead the news in health  A relatively unknown pediatrician in SD tweeted the story 16 hours before the department of health announcement  She was subsequently interviewed by Liz Szabo of USA Today
  37. 37. Contents are proprietary and confidential. • 305 reporters follow at least 50 physicians • 6 reporters follow over 1,000! Reporters love online physicians
  38. 38. Contents are proprietary and confidential. Heart Disease Conversations – US Docs’ Mention Map  This map is based on over 100k posts about CVD over the past year  It visualizes all health ecosystem accounts that have mentioned each other  In large conversations, it can be difficult to derive meaning from the visual
  39. 39. Contents are proprietary and confidential. Finding the cliques Seka Kathiresan, MD UMass Matthew Herper Reporter, Forbes Michael J. Joyner, MD Mayo Clinic James Pirrucello, MD Mass General Larry Husten Reporter, Cardiobrief Adam Shaywitz, MD Medical Director, Biomarin Mark Goldberger, MD Columbia U Ethan J. Weiss, MD UCSF
  40. 40. Contents are proprietary and confidential. Total convergence
  41. 41. 45 Wendy Swanson (@SeattleMamaDoc) Followers: 32,896 HCPs: 2,162 Patients: 176 Advocacy: 431 Industry: 502 Media: 14 The Connected Ecosystem Although followed by fewer people overall, Dr. Natasha and Jen Dyer MD both have a strong following of HCPs, Industry, and Advocacy relative to Wendy Swanson and Alan Greene Dr. Natasha (@Drnatasha) Followers: 6,934 HCPs: 1,210 Patients: 70 Advocacy: 208 Industry: 202 Media: 14 Jen Dyer MD, MPH (@EndoGoddess) Followers: 14,916 HCPs: 1,020 Patients: 242 Advocacy: 232 Industry: 298 Media: 16 Alan Greene (@DrGreene) Followers: 22,512 HCPs: 664 Patients: 96 Advocacy: 176 Industry: 204 Media: 13 Total amount of direct following by type Total amount of followers Media 24 Nodes Advocacy 621 Nodes Patients 401 NodesDoctors 2,940 Nodes Industry 696 Nodes Other 6 Nodes
  42. 42. Contents are proprietary and confidential. ASCO Value Framework Time Trend – All Conversations  Initial conversation driven by physicians, followed by heavy advocacy and media pick up. 0 20 40 60 80 100 120 5/19 5/26 6/2 6/9 6/16 6/23 6/30 7/7 7/14 7/21 7/28 8/4 8/11 8/18 Advocacy Physicians (Ex-US) Industry Physicians (US) Patients Media Outlets Media Journalists
  43. 43. Contents are proprietary and confidential. The Conversation Continues In Community Twitter Chats  The ASCO Value Framework has been featured in two patient/advocacy oriented tweet chats, focusing on the ‘value’ of when fighting the rising cost of cancer treatments  The #LCSM chat is 2nd largest chat for therapeutic area in terms volume and influence, behind only breast cancer
  44. 44. Contents are proprietary and confidential. Joining the conversation
  45. 45. Contents are proprietary and confidential. HC companies are part of the ecosystem #AATS15 Mention Map
  46. 46. Contents are proprietary and confidential. •What do they need to know? (Communications) •What they need to do? (Marketing) Understand and reach your key audiences
  47. 47. Content Engagement Analytics Legend AmplificationAdvocacy Partner Content Engagement Strategy Engagement Ongoing Measurement & Monitoring Analytics Content Strategy
  48. 48. Content Strategy Advocacy Partner Content Amplification Engagement Strategy Engagement Content Engagement Analytics Legend Ongoing Measurement & Monitoring Analytics
  49. 49. Who Top InfluencersBenchmark Audience Behavior Influence Patterns by Audience What, Where, & How Foundation to validate/identify influencers who can impact behavior change Understand how influence flows between doctors, the media, patients, advocacy organizations, policy makers, etc. The outlets, channels and words used to drive relevant audience conversations online; determine the types of content they want / need Analytics
  50. 50. Advocacy Partner Amplification Engagement Strategy Engagement Content Engagement Analytics Analytics Legend Ongoing Measurement & Monitoring ContentContent Strategy
  51. 51. Content Strategy All Content is created to meet needs identified through analytics, with a specific focus on topics most engaging to individual physicians. • Narrative/Messaging Strategy • Content/Editorial Calendar • Thought Leadership content • Media Mix • Spokesperson/People • Pace Content
  52. 52. Content Options Content Content Capsule Videos Blog Posts Tweets Spokesperson White Papers Press Releases Infographics
  53. 53. Content Strategy Content Content Engagement Analytics Analytics Legend Ongoing Measurement & Monitoring AmplificationAdvocacy Partner Engagement Strategy Engagement
  54. 54. Advocacy Partners Engagement Impact Alignment Value When choosing a partner we consider: Identify advocacy partners who are most deeply aligned with the client and the target audience Advocacy partnership must provide significant value to both the client and the advocacy partner to be successful Utilizing analytics, identify advocacy partners who have the most reach, relevance & resonance in the target market
  55. 55. Amplification • Paid Media • Focus paid budget on outlets uncovered in analytics. • Earned Media • Syndicate content and media packets to advocacy partners, local and national outlets, local groups, etc. to gain earned media coverage • Events • Host local educational events for target market to raise awareness and amplify campaign message. • Opportunistic Media • Stay aware of related activities with opportunities for engagement. Ex. Participate in twitter chats related to topic area. Engagement
  56. 56. Audience Engagement Strategy Engagement  Engaging online audience members/influencers  Utilize identified influencers in analytics portion as outreach targets.  Follow online audience on Twitter, subscribe to their blogs & YouTube channels, share their content via monitoring dashboard  Invite audience to opt-in for email newsletter and/or subscription to your social channels  Regularly tag interested audience members when content updates are available on client channels  Form digital advisory board of highly influential audience targets  Use as a sounding board for upcoming content  Leverage as ambassadors for sharing client content with peers  Conduct regular audience-focused webinars  Conduct regular tweetchats featuring Digital Advisory Board members
  57. 57. Audience Engagement Strategy Engagement  Influence Mapping  Conduct detailed influence mapping models showing how key patient, physician, media and advocacy voices are connected online  Create content targeted to key audience segments, to be released and syndicated through advocacy partners, physician ambassadors and other influencers  Conduct regular audience-focused webinars led by panels of Digital Advisory Board, advocacy partners, media influencers, and/or industry partners  Conduct regular patient-focused tweetchats featuring Digital Advisory Board members Network Visualization
  58. 58. Engagement Engagement  Advocacy Promotion  Promote created content through advocacy partner and spokesperson properties  Content to Influencers  Audience analytics for campaign influence the kind of content that will resonate with target market influencers  Audience influencer analysis informs team of exactly which physicians are most influential relative to topic area conversation  Events  Participate in local events to increase community engagement. Partnerships with local advocacy partners contribute to local event success.
  59. 59. Advocacy Partner Amplification Engagement Strategy Engagement Content Strategy Content Content Engagement Analytics Analytics Legend Results Ongoing Measurement & Monitoring
  60. 60. Ongoing Measurement & Monitoring • Create Ecosystem Monitoring Dashboard to actively monitor results of campaign • Build all influencers (across stakeholder groups) into custom search engine displaying all content those influencers create, real-time • Ecosystem software includes custom-curated audiences of physicians, patients, advocacy organizations, media covering topic area issues and companies that make products that treat topic area • Track all topic area related conversation trends in the same dashboard • Create a daily (or weekly) listing of the most important content, to be shared via newsletter and/or custom portal • “Early warning system" sparks alarms when topics/issues come up in conversation • View campaign successes, engagement in real time Ongoing Measurement & Monitoring
  61. 61. Content Engagement Analytics Legend AmplificationAdvocacy Partner Content Engagement Strategy Engagement Ongoing Measurement & Monitoring Analytics Content Strategy
  62. 62. Greg Matthews Managing Director, MDigitalLife @chimoose gmatthews@W2OGroup.com QUESTIONS? CONTACT ME.

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