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Social Media and Health Care: The 
Increasing Demands of Health Care in a 
Digital World 
November 14, 2013
Today’s Truisms: 
· Content is everywhere; it’s accessible; it’s free. People are 
more informed than ever before. 
· We’r...
We consistently 
upload our 
identities and 
propensities….Th 
ey, in turn, 
become 
quantified
Technology can help us listen to everything that’s 
being said about ourselves, our company, our 
brand……. 
But finding th...
The Latest Stats: 
As of July 2013, 
Yahoo!, Google 
and MS Sites still 
command the 
majority of unique 
visitors
Where are people spending their time relative to the total 
amount of time spent on the Internet? (as at Dec 2012) 
Rank S...
Fact: The fastest growing demographic on Twitter is 
55-64 age bracket, growing 79% since 2012 
The 45-54 year age bracket...
http://thenextweb.com/socialmedia/2013/11/12/10-surprising-social-media-statistics-might-make-rethink-social-strategy/
http://thenextweb.com/socialmedia/2013/11/12/10-surprising-social-media-statistics-might-make-rethink-social-strategy/
http://thenextweb.com/socialmedia/2013/11/12/10-surprising-social-media-statistics-might-make-rethink-social-strategy/
Health Care Stats: 
1. More than 40% of consumers say that information found 
in social media affects the way they deal wi...
More Health Care Stats: 
6. 54% of patients are very comfortable with providers 
seeking adivce from online communities to...
http://getreferralmd.com/2013/09/healthcare-social-media-statistics/
How it began: 
“Web 2.0 and Health 2.0 are converging as one of the most 
powerful shifts in behaviour in the last generat...
http://getreferralmd.com/2013/09/healthcare-social-media-statistics/
http://getreferralmd.com/2013/09/healthcare-social-media-statistics/
#hcsmca – the conversation in Canada 
http://getreferralmd.com/2013/09/healthcare-social-media-statistics/
#hcsmca – the conversation in Canada 
http://getreferralmd.com/2013/09/healthcare-social-media-statistics/
http://getreferralmd.com/2013/09/healthcare-social-media-statistics/ 
Through hashtagging, it 
allows health care 
profess...
Look and 
Listen 
Social media intelligence is defining the way business is 
structured, as a dynamic, customer centric an...
Social Media Maturity 
Monitor 
conversation 
Social platforms: 
FB, LI, Twitter, 
Foursquare 
Define voice 
and tone 
Sta...
How to continuously leverage social customer insights to develop a 
Social CRM Strategy 
Monitor Map Manage 
Middlewar 
e ...
Workflow and Communication Enablers
Enablers – Yammer 
Enterprise Social Network
Hessie Jones 
h.jones@arcompany.c 
o 
@hessiejones 
Andrew Jenkins 
a.jenkins@arcompany. 
co 
@ajenkins
Social media and health care november 14, 2013
Social media and health care november 14, 2013
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Social media and health care november 14, 2013

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Health Care: Impacts of Social Media and the demands of the Industry

The world of healthcare is about to experience an upheaval. Here is what is happening:
an aging population
multiple chronic conditions including hypertension, arthritis, heart disease, cancer, and diabetes
a growing strain on existing healthcare infrastructure
These days the value of information provided by peers and communities supersedes information available by companies and organizations.

In the coming years, the demands on this industry will require its stakeholders to, not only, understand where these resources reside, and what they’re providing, but also how to become part of the community to provide value and solutions. How is this going to affect government programs? How will this impact Health Care brands and pharmaceuticals? Who’s doing it right today? or How are companies like GE Health Care and their Get Fit Program making social media work for them?

This session will provide an overview of online activity and discussion within the Health Care industry, what it means for organizations, services and brands and what they need to do to adapt to the increasing demands if its population. The session will also provide case examples of organizations doing it right and how your organization can take steps to building community and credibility in this new landscape.
You should attend this session if you work in the Health care Sector: Government, NPO, Pharmaceuticals: Sales, Marketing, Operations, and Policy.

Published in: Healthcare
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Social media and health care november 14, 2013

  1. 1. Social Media and Health Care: The Increasing Demands of Health Care in a Digital World November 14, 2013
  2. 2. Today’s Truisms: · Content is everywhere; it’s accessible; it’s free. People are more informed than ever before. · We’re moving from an era of mass communications to being a mass of communicators, with more people trusting the communicators. · This wealth of content and conversations has enabled data-driven solutions to filter out the noise and provide companies actionable insights. · It is eliminating the guesswork for all of us. · It has the ability to allow business to make smarter decisions.
  3. 3. We consistently upload our identities and propensities….Th ey, in turn, become quantified
  4. 4. Technology can help us listen to everything that’s being said about ourselves, our company, our brand……. But finding that one key, that game-changing insight in a sea of chatter and then actually doing something about it is another story. David Armano “ ”
  5. 5. The Latest Stats: As of July 2013, Yahoo!, Google and MS Sites still command the majority of unique visitors
  6. 6. Where are people spending their time relative to the total amount of time spent on the Internet? (as at Dec 2012) Rank Site Time Spent Online Desktop Visitors http://www.usatoday.com/story/money/business/2013/03/09/10-web-sites-most-visited/1970835/ Mobile Visitors 1 Facebook 10.8% 150.3 M 97.7 2 Google 10% 193.8 M 113.7 M 3 Yahoo 7% 185.8 M 92.2 M 4 Microsoft 4.9% 170.9 M 55.2 M 5 AOL 2.5% 117.6 M 62.4 M 6 Amazon 1% 128.2 M 80.5 M 7 eBay .9% 77.7 M 39.5 M 8 Tumblr .7% Not available N/A 9 Craigslist .7% 60 M N/A 10 ESPN .6% 38.7 M 34.6 M
  7. 7. Fact: The fastest growing demographic on Twitter is 55-64 age bracket, growing 79% since 2012 The 45-54 year age bracket is the fastest growing demographic on Facebook and Google+ http://thenextweb.com/socialmedia/2013/11/12/10-surprising-social-media-statistics-might-make-rethink-social-strategy/
  8. 8. http://thenextweb.com/socialmedia/2013/11/12/10-surprising-social-media-statistics-might-make-rethink-social-strategy/
  9. 9. http://thenextweb.com/socialmedia/2013/11/12/10-surprising-social-media-statistics-might-make-rethink-social-strategy/
  10. 10. http://thenextweb.com/socialmedia/2013/11/12/10-surprising-social-media-statistics-might-make-rethink-social-strategy/
  11. 11. Health Care Stats: 1. More than 40% of consumers say that information found in social media affects the way they deal with their health. 2. 18-24 YO are than 2X as likely than 45-54 YO to use social media for health-related discussions 3. 90% of respondents from 18-24 YO say they would trust medical information shared by others on their social networks. 4. 31% of health care organizations have specific social media guidelines/policy. 5. 19% of smartphone owners have at least one health app on their phone. Exercise, diet and weight apps are the most popular. http://getreferralmd.com/2013/09/healthcare-social-media-statistics/
  12. 12. More Health Care Stats: 6. 54% of patients are very comfortable with providers seeking adivce from online communities to better treat conditions. 7. 31% of health care professionals use social media for professional networking. 8. 41% of people said social media would affect their choice of a specific doctor, hospital or medical facility. 9. 30% of adults are likely to share information about their health on social sites with other patients, 47% with doctors, 43% with hospitals, 38% with health insurance company, 32% with a drug company. 10.26% of hospitals in the US participate in social media. http://getreferralmd.com/2013/09/healthcare-social-media-statistics/
  13. 13. http://getreferralmd.com/2013/09/healthcare-social-media-statistics/
  14. 14. How it began: “Web 2.0 and Health 2.0 are converging as one of the most powerful shifts in behaviour in the last generation. At its heart is the fact that patients are people, and that people are social. They want to know their healthcare professional, and want to both seek the opinions of others and share their own opinions. In this context patients are rightfully taking ownership of their healthcare decisions via actively seeking information and options on the web.” http://getreferralmd.com/2013/09/healthcare-social-media-statistics/
  15. 15. http://getreferralmd.com/2013/09/healthcare-social-media-statistics/
  16. 16. http://getreferralmd.com/2013/09/healthcare-social-media-statistics/
  17. 17. #hcsmca – the conversation in Canada http://getreferralmd.com/2013/09/healthcare-social-media-statistics/
  18. 18. #hcsmca – the conversation in Canada http://getreferralmd.com/2013/09/healthcare-social-media-statistics/
  19. 19. http://getreferralmd.com/2013/09/healthcare-social-media-statistics/ Through hashtagging, it allows health care professionals to • “narrowcast to people interested in a certain disease on Twitter. • search for health information, • share new research or projects, • connect for advocacy. • organize disease-based content” Who it applies to: patients, caregivers, clinicians, researchers, marketers, software developers, journalists……everyone.
  20. 20. Look and Listen Social media intelligence is defining the way business is structured, as a dynamic, customer centric and responsive Establish a Social Footprint Engage Increase Your Social Currency Build Your Community Social Enterprise Basic consumer expectations Differentiating Experiences Operational Sustainability culture.
  21. 21. Social Media Maturity Monitor conversation Social platforms: FB, LI, Twitter, Foursquare Define voice and tone Start conversations Reach out to brand advocates Address issues driving complaints Regular reporting Media sites: Youtube, Flickr, Instagram, Pinterest Engage existing networks Custom response Empower external advocates Social commerce Social media education Blogs and podcasts, forums and boards Participate in existing conversations Non-social content goes social Empower internal advocates Develop internal data workflow processes Monitor growth of emerging technology Supported by SEO Respond to wall, comments Geo-targeting social, mobile Allow for community defense Adapt products, services and policies Clear ownership and governance Active growth of social asset base Quality vs. quantity follower refinement Appropriate staffing (governance) Location-based community building Collaboration systems among all stakeholders Designate community manager Design for social longevity Social and web integration Identify social influence Social CRM Social media monitoring tools Social marketing tools Advanced social analytics Content management and curation Social Media ROI Look and Listen Establish a Social Footprint Engage Increase Your Social Currency Build Your Community Social Enterprise Source: Social Wisdom, Laurie Dillon Schalk
  22. 22. How to continuously leverage social customer insights to develop a Social CRM Strategy Monitor Map Manage Middlewar e Measur e What is being said? Who is saying it? Where should it go? How do I get it there? Is it working? Listening capabilities in social media. Linking social profiles to company records. Mgt systems to provide insights to the right teams at the right times. Data seamlessly flows from external to internal Tracking the effectiveness of CRM goals. Resource: Altimeter: New rules for relationship mgt.
  23. 23. Workflow and Communication Enablers
  24. 24. Enablers – Yammer Enterprise Social Network
  25. 25. Hessie Jones h.jones@arcompany.c o @hessiejones Andrew Jenkins a.jenkins@arcompany. co @ajenkins

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