Social Media, Digital and Healthcare


Published on

Social Media, apps and online engagement can do so much for the health sector.

Published in: Healthcare
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Health and online going to explode in 2014 as we see even more people driven towards what’s called The Quantified Self – using the likes of Nike Fuel bands, Fitbit (as well as mobile phone apps) to measure their fitness and health. There are now even some devices for measuring quality of sleep. If you thought it was annoying when people posted their running details to Facebook, you ain’t seen nothing yet! The point being people are taking more and more interest in their health – and at some point will want to start sharing that info with doctors
  • The Quantified Self movement isn’t going to go away as sites like this show. The point is that from a healthcare comms professional point of view, there’s going to be more information and data available at points for stories and engagement.
    Also for consideration: - London based start up, shown at CES
    A running/cardio device that gives medical grade ECG monitoring.
    Can be downloaded and shared with doctors, chemists and family/friends.
  • The challenge for the healthcare comms professional has never been greater due to the number of platforms, channels and differing attitudes. The next few slides show us different generations and how they prefer to engage and communicate – some will pick up a phone, others would rather go and find a solution online themselves. The challenge for comms is working out how to reach as many people as possible because you can no longer rely on traditional media to do it for you
  • How people use online and engage 1
  • Pitney Bowes survey on how people go online and how they prefer to solve issues – considerable trend towards online solutions
  • As already mentioned, there’s never been more options to look at or consider in the comms toolbox
  • But for the coming year, there will be two main issues to look at. One is that the information needs to be good for press and public alike and it needs to be quick and timely. KLM now tell you on Twitter how long you can expect to wait for a response – been seen as a great communication tool
  • The other big trend in comms across sectors for this year is Paid Media and Healthcare comms is no different with organisations having to pay to make sure that people see their information before false or inaccurate information. Expect to see more and more comms budgets allocated for online advertising to combat spoof or false info sites
  • This isn’t advocating getting rid of people and putting everything online. Instead, this Scottish Government ICT stat from November 2011 points out that if information can be shared online, it can reach more people quickly than a doctor can. Hundreds of people can visit a website in one minute but a doctor can only see one or two people in the same timeframe. If online is used – and promoted more often – for generic or topical illnesses, it frees up the medical team for more urgent queries. Equally if people – including press – can get info online, it saves them calling the comms team
  • Content shouldn’t be a challenge for most healthcare providers but there does need to be a bigger willingness to share the big data – but this needs to be planned as some of the data may present certain Trusts in a negative light, therefore there still needs to be strategic and practical comms advice
  • As more and more staff who are comfortable with the idea of being online and on social, using Google Alerts and the likes of to check for mentions of themselves, there is always going to be the risk of a doctor retaliating – or even insisting on befriending on the likes of Facebook to make sure there is no criticism made of them. Equally, there are reports of private networks now where medical staff meet to discuss issues – some not always relevant to healthcare or wellbeing (basically bitching sites) – if these are made public it could be a comms nightmare
  • Simple tips for 2014 – think more visually for reaching press and public. These work from the GP level to the most senior level.
    Allegedly NHS24 staff couldn’t access YouTube when the Elaine C Smith video about breasts went out.
  • A look at who does it well
    Living it up -
    Ø  Based in Scotland, £10million project
    Ø  Connects people to events locally
    Ø  Way of engaging with them on their health, beyond a clinic
    Ø  Takes healthcare into the community
  • Social Media, Digital and Healthcare

    1. 1. ©WEBER SHANDWICK 2013 All rights reserved Social and Healthcare
    2. 2. ©WEBER SHANDWICK 2013 All rights reserved 2014: The Year of the Quantified Self
    3. 3. ©WEBER SHANDWICK 2013 All rights reserved IBS? There’s an app for that (
    4. 4. ©WEBER SHANDWICK 2013 All rights reserved Fragmented responses for a fragmented market  In previous years, people could be relied on to get the important medical information from the BBC, local and regional press but that is now gone as many abandon the traditional media  Some still trust traditional media  Others prefer websites  Others would rather use more social network style sites  More elderly would like to pick up the phone  Some will only look at material on a phone or tablet
    5. 5. ©WEBER SHANDWICK 2013 All rights reserved
    6. 6. ©WEBER SHANDWICK 2013 All rights reserved
    7. 7. ©WEBER SHANDWICK 2013 All rights reserved So what should comms professionals consider in 2014?
    8. 8. ©WEBER SHANDWICK 2013 All rights reserved The two main drivers of digital comms activity in 2014  Content – for public and press  The public want quick and relevant information which very often press may also use Where is nearest open chemist? When can I get a doctor’s appointment? Are there any medical issues in my area? Can I get a quick response to my medical query But equally, this is a response channel for healthcare professionals to get across their side of debates/arguments without breaching confidentiality – expect to see a lot more attention paid to Online Engagement Guidelines in 2014
    9. 9. ©WEBER SHANDWICK 2013 All rights reserved The two main drivers of digital comms activity in 2014  Advertising  Facebook now insisting you pay to reach more than 25% of your Page or Group  Google and Twitter pushing more on advertising to reach larger audiences  Clinics in Europe and US now using advertising to drive people to specific online pages to minimise actual clinic visits  Forums and websites now first port of call, not clinics or hospitals – patients being directed there by ads
    10. 10. ©WEBER SHANDWICK 2013 All rights reserved The comms ROI Face-to-face transaction can cost up to £11.28 while an equivalent contact centre episode expends £6.35 yet a similar transaction online incurs just 46 pence of cost.
    11. 11. ©WEBER SHANDWICK 2013 All rights reserved Big data to be a big use  Content is not a challenge for healthcare comms professionals  Reveal most popular searched for terms on hospital or health websites. If medical, provide links to medical advice  Make sure the content is accessible across mobile and tablet devices  Share information from the local pharmacies – what are the most popular medicines, are they suggesting a trend or an illness that others could avoid catching?
    12. 12. ©WEBER SHANDWICK 2013 All rights reserved Dangers and challenges of the coming year in social media health comms  Doctors and nurses to retaliate against criticism from patients online  Medical staff taking to darknets or private forums to talk work and about patients – PR disaster if revealed to world/Daily Mail  Reaching the audience that is the biggest spend on NHS resource but also least likely to be online (even on Facebook) – the over 65s  Those who do use online getting disgruntled over lack of responses or lack of speedy responses
    13. 13. ©WEBER SHANDWICK 2013 All rights reserved Tips  Visual web has exploded online so go beyond text for sharing comms messaging  Use Piktochart tp design infographics around press releases  Use Instagram and Pinterest to drive awareness of campaigns around visuals  Use simple Vine videos to push six- second bursts of information  Make sure everyone can access your channels – avoid the problems NHS24 had with launch of Elaine C Smith video
    14. 14. ©WEBER SHANDWICK 2013 All rights reserved Doing it well: PoliceScotland  More than 50 accounts across a number of social media platforms including Twitter, Facebook, Blipfoto  Updated on a daily basis with relevant news and information from each sector  Hub and spoke model of comms used for outreach – local offices trained to provide the information with support from comms  FAQ website regularly updated with new and relevant information
    15. 15. ©WEBER SHANDWICK 2013 All rights reserved A step in the right direction: Living it up  Based in Scotland, £10million project: Connects people to events locally  Engaging on health beyond the clinic: Takes healthcare to community
    16. 16. ©WEBER SHANDWICK 2013 All rights reserved Thank you Craig McGill Digital Strategist, Scotland/Ireland 0141 333 0557 07584 385 571 @craigmcgill @wsscotland