소셜분석을 활용한 의료 커뮤니케이션 강화 방안에 대한 발표자료입니다.

1. Healthcare Communication for Hospitals
by Social Media Monitoring
Nari Kim
Konan Technology
www.pulsek.com
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2. Contents
• Healthcare Consumers on Social Media
• Social Media Monitoring for Hospitals
– Service Improvement
– Reputation Management
• Cases
• Action Plan
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3. HEALTHCARE CONSUMERS
ON SOCIAL MEDIA
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4. Social Consumers
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5. Social Consumers
• Share experience of product and services
on SNS
• Voluntarily broadcast on SNS where they
visit, what product or service they purchase
and experience
• Healthcare consumers are socializing, too.
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6. Social Behavior of Healthcare Consumers
• Looked online for health information
– 80% of internet users
• Specific disease or medical problems 66%
• Certain medical treatment or procedure 56%
• Reputation of hospitals 36%
• Have gathered health information on SNS
– 15% of SNS users
– 20% of caregivers who use social network sites
compared to 12% of other users
• Have posted health information on SNS
– 11 % of SNS users
Source: The Social Life of Health Information 2011 by Pew Research
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7. SNS Users in Korea
Rapid Growth
“한국 페이스북 월간 이용자 수가 1000만명을
넘어섰다.”
Sheryl Sandberg, COO, Facebook
“2011년 1월 트위터 한국어 서비스를 시
작하고 한국 사용자가 여섯 배 증가했다.”
Othman Laraki, VP of Growth, Twitter
By estimate, 1.5M access health information on SNS
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8. Social Big Data
Reaching 100M User-Generated Content within
10 YEARS 1 MONTH
Peer-to-Peer information sharing on Social Media
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9. Health Information – From Portal to SNS
Doctors are inside 지식iN*?
*The most popular online Q&A
service in Korea
No, spams and advertisements are.
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10. Meaning of SNS to Healthcare Providers
• Healthcare consumers live on SNS
– Spend more time on SNS
– Conversations on Healthcare
• New source of market data
– Content : What consumers say
– Activity : What consumers do
– People : Understanding consumers and their
influences
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11. SOCIAL MEDIA MONITORING
FOR HOSPITALS
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12. Social Media Monitoring Tool
• Turns social data into actionable business
insights
• Captures, manages, and analyzes social
data
• Social media tracking and performance
tool
Source: The Forrester Wave™ : Enterprise Listening Platforms, Q2 2012
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13. Dashboard – Listen, Analyze
Social Brand
Index
Buzz Sentiments
Related Issues
Influencers
Postings
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14. Dashboard – Engage, Collaborate
Engagement Alert Setting
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15. Dashboard – Measure
Increase in Positive Sentiment
A B
A B
ROI of Marketing Campaign
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16. ANALYSIS DATA
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17. Business Goals of Hospitals
• Service Improvement
• Reputation Management
• Revenue Growth
• Social Responsibility in Healthcare
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18. VOC about Hospitals
Tweets relevant to “병원 추천”
(Recommendation of Hospitals)
9%  금암광장쪽 물리치료 병원 소개좀요 ㅠ!! 제 어깨를 살
려주셈
13% 31%  병명도 알 수 없는 견딜 수 없는 어지럼증 좋은 병원이
나 의사추천 부탁 드려요 뇌경색 증상도 달팽이관도 정상
이랍니다
 저희 장인어른께서 고관절 수술을 하셨던 ***의학병원
을 추천합니다.
18%  일단 무난하고 안심하시려면 **한방병원을 추천하구요.
Questions (여긴 대학병원이니까요.) 둔산에 있는 **한의원 원장님 좋
Recommendations 으세요.
Advices
29% Bad Experiences
 ****병원 응급실 진짜 너무하다 몸 불편하신 환자들 침
Others
대 부족하다는 이유로 휠체어에 태우고 대기실에는 링거
들이 주루룩 달려있고 진짜 실망이다
Base Set : 377 Korean tweets relevant to “recommendation  **병원 돌팔이들 천국이다. 배아프다하니까 CT찍는다.
of hospitals”. Filtered out ads, duplicate, and irrelevant 헐 ㅠㅠ 지금도 배아픈데 다른병원 추천좀 RT부탁…
tweets from 3,050 tweets including the words ‘hospital’ &
‘recommend (and its synonyms)’  RT ** 병원 의료서비스 불매운동!!!!
Duration : 2012. 01. 01 ~ 2012. 06. 30
Source : pulse-K (www.pulsek.com) 18

19. Reputation of Hospital
250 Social Brand Index (Hospital A) 65
Negative Issue spreading
200 62
150 59
100 56
Negative mentions
50 Social Brand Index 53
0 50
8/1 8/8 8/15 8/22
Negative mentions increased due to medical dispute
Social Brand Index = F(Awareness, Affinity) source: www.pulsek.com

20. CASES
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21. Mayo Clinic
Embracing social media at the heart of hospital
To help people use social media tools to get the best information,
connect with providers and with each other, and inspire healthy
choices
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22. Mayo Clinic
Followers: 416,387명 Subscription: 6,918명
Likes: 158,666명
Growing
community
base
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23. Mayo Clinic
Engagement – Sharing real stories from patients
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24. ACTION PLAN
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25. START WITH LISTENING
• Plan, Select, Deploy
– Establish business goals
– Find the right tool
– Train and Build cases
• ROI
– Social Brand Index
– Engagement Rate
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26. Quote
• Dr. Timimi says in WHC 2012
Farris Timimi, MD
@FarrisTimimi Rochester, MN
Medical Director, Mayo Clinic Center for Social Media;
Passion-Fatherhood/Wife/Patient Engagement; Heart
Failure/Transplant Cardiologist; Tweets Mine-not Mayo's
http://socialmedia.mayoclinic.org/
“Social media is the right thing to do,
it’s not a marketing strategy.”
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27. THANK YOU!
www.pulsek.com
서울특별시 강남구 대치동 890번지 유니온스틸빌딩 17,18층
Tel. 02-3469-8793 / Email. pulsek@konantech.com
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