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PRSA Health Academy 20090423

PRSA Conference - Sphere of Influence of Key Opinion Leaders in Health Care Social Media

Social media channels have provided expert Key Influential Bloggers (KIBs) the ability to disseminate information pertaining to health care in an interactive manner and, in the process, influence target audiences. As a result, public relations, marketing, corporate communication and public affairs roles are beginning to overlap, causing a need for redefinition of roles and accountability, and making leveraging social media a necessity for enhanced consumer engagement.

You will learn:

How to gauge the sentiments around health care products and services through identifying and analyzing influencers in different facets of social media (including Flickr, Facebook, MySpace, YouTube).
How to identify and track the trend setters for your specific markets in the social media space.

How to identify and leverage these key influencers to achieve increased sales and meet marketing goals.

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PRSA Health Academy 20090423

  1. 1. Leveraging Social Media in Health Care Public Relations: Innovations & Strategies for Enhanced Consumer Engagement Sphere of Influence of Key Opinion Leaders in Health Care Social Media Presented by: Rachelle Spero and Kyung Han May 14, 2009
  2. 2. Agenda <ul><li>Welcome and Introductions </li></ul><ul><li>Transformation of Communications </li></ul><ul><li>Defining the Landscape </li></ul><ul><ul><li>Traditional vs. Digital vs. Social </li></ul></ul><ul><li>Process for Identifying and Leveraging Opinion Leaders </li></ul><ul><ul><li>Opinion Leader Identification </li></ul></ul><ul><ul><li>Qualification/Authentication </li></ul></ul><ul><ul><li>Assessment </li></ul></ul><ul><ul><li>Monitoring </li></ul></ul><ul><ul><li>Analysis/ Learning / Communicating </li></ul></ul><ul><ul><li>Partnership with Opinion Leaders </li></ul></ul><ul><li>Case Studies </li></ul><ul><ul><li>American Association of Family Practitioners (AAFP) </li></ul></ul><ul><ul><li>Kevin MD </li></ul></ul><ul><ul><li>Patients Like Me </li></ul></ul><ul><li>Regulatory Issues </li></ul><ul><li>Summary Points </li></ul><ul><li>Q&A </li></ul>
  3. 3. Transformation of Communications Sources: eMarketer, TechCrunch’s “Decline of US Newspapers Accelerating,” 2008, Brodeur, MarketWire, Society for New Communications Research Symposium, 2008, Digital Doctors Connect to Patients, Info Online: ePharma Physician v8.0 study from Manhattan Research, 2008, Pew Internet 2009 Study, Forrester Health Study; Sarasohn Kahn, The Wisdom of Patients: Health Care Meets Online Social media, Hospital Social Network List <ul><li>216 Hospitals Have a Social Media Presence </li></ul><ul><ul><li>126 YouTube Channels </li></ul></ul><ul><ul><li>83 Facebook Pages </li></ul></ul><ul><ul><li>132 Twitter Accounts </li></ul></ul><ul><ul><li>23 Blogs </li></ul></ul><ul><li>9.4% reduction ad spend </li></ul><ul><li>4.6% decrease circulation </li></ul><ul><li>10%+ increase in search </li></ul>Media Journalists <ul><li>68% use blogs </li></ul><ul><li>30% have a blog </li></ul><ul><li>45% use Facebook for research </li></ul>Consumers <ul><li>81% start at search </li></ul><ul><li>41% of Boomers read blogs </li></ul><ul><li>66% of Gen X read blogs </li></ul><ul><li>40% of all women go online </li></ul><ul><li>35M of women online are moms </li></ul><ul><li>700,000 in US </li></ul><ul><li>83% watch video </li></ul><ul><li>50% use mobile devices </li></ul><ul><li>100,000 on Sermo </li></ul>Physicians Healthcare Providers All Key Healthcare Segments are Experiencing Enormous Changes in Interacting with Media
  4. 4. Defining the Landscape Traditional Media Influencers Digital Media Influencers Social Media Applications Customers And Partners Print Broadcast Stakeholders and Investors Opinion Leaders Social Networks Blogs and Online News Search and Reference Online Communities Mobile Mash Ups, Chat and Networking Widgets Syndication & Micro Blogging Ranking Audio/Video/ Images
  5. 5. Process of Identifying and Leveraging Opinion Leaders Opinion Leader Identification Authentication/ Qualification Assessment Monitoring Analysis/ Learning Partnership with Opinion Leaders Throughout the Process, We Can Measure Opinion Leader Influence in Two Ways: <ul><li>Steps to Assess Quantitative Influence using the number of: </li></ul><ul><ul><li>Unique monthly visitors </li></ul></ul><ul><ul><li>Inbound/outbound links </li></ul></ul><ul><ul><li>Number of posts and frequency </li></ul></ul><ul><ul><li>Subscribers or members </li></ul></ul><ul><li>Steps to Assess Qualitative Influence - Assess the author and communities </li></ul><ul><ul><li>Offline associations with trade, universities, news media or analyst? </li></ul></ul><ul><ul><li>MSM contributions or competitor? </li></ul></ul><ul><ul><li>Industry expert or KOL? </li></ul></ul><ul><ul><li>Level of Engagement </li></ul></ul>Quantitative Tools Qualitative Associations
  6. 6. Social Media Search Engines A Combination of Tools and Well-Known Platforms for Preliminarily Identifying Opinion Leaders by Searching Names, Affiliations, Keywords, etc. Example of Social Media Search Results for Diabetes on Opinion Leader Identification Social Networking / Platforms Review Audio/Video Content Check
  7. 7. Site Analytics From Search Results, Analytics Tools can Help Determine Which Sites have the Largest Following Qualifying/Authentication Site Traffic Comparison of WebMD vs. Wikipedia Site Traffic
  8. 8. Assessment Post the Assessment period, one should then select sites to monitor on an ongoing basis – a recommended process should be: <ul><ul><li>Select Sites with frequent activity and strong engagement from visitors/followers </li></ul></ul><ul><ul><li>Keep a roster of 20 sites for quick reference </li></ul></ul><ul><ul><ul><li>These sites should represent a diversity of </li></ul></ul></ul><ul><ul><ul><ul><li>Communities/Groups Represented </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Topics Covered </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Type of Benefit from the Site </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Social Media Types </li></ul></ul></ul></ul><ul><ul><ul><li>Setup 10 Sites for automated updates </li></ul></ul></ul><ul><ul><li>Repeat the search engine step occasionally to refresh/update list with new/emerging content sources (once every two months) </li></ul></ul>vs. Physician Blog Patient Blog
  9. 9. Example Assessment Number of Followers, Readers, Subscribers or Endorsements Influencer Bios, Background, Affiliations, Mission, Tone Use Search, Tag Clouds, or Past Posts to Quickly Identify Topics and Monitor Over Time
  10. 10. Monitoring <ul><li>In order to receive regular and new-content updates from key sites, set up on-going monitoring with available technology tools – limit updates to the top 10 sites (otherwise, the information may be too overwhelming to be useful) </li></ul><ul><li>In addition, there are specialized, subscription-based services that can help with not only monitoring, but Opinion Leader Identification and Social Media Content Analysis </li></ul>Monitor Methods RSS Reader Tutorial Subscription Services
  11. 11. Analysis / Learning / Communicating <ul><li>Learning and Analysis from Various Social Media sites can be very Insightful </li></ul><ul><ul><li>Consolidated Information Gathering </li></ul></ul><ul><ul><ul><li>Sites can be Informative, Educational, and/or Current Thinking/Opinion-Focused </li></ul></ul></ul><ul><ul><li>Avenue for External Communications </li></ul></ul><ul><ul><ul><li>Posting Announcements and Press Releases </li></ul></ul></ul><ul><ul><ul><li>They are especially helpful in times of crisis and more targeted communications with specific communities </li></ul></ul></ul><ul><ul><ul><li>Transparency is a Must </li></ul></ul></ul>
  12. 12. Partnership with Opinion Leaders <ul><li>Build transparent and authentic relationships with influencers based on rules of engagement, needs and resources. </li></ul><ul><li>Join the online conversations in a transparent and authentic approach. </li></ul><ul><li>Content that is relevant to the conversations, trends and issues revealed during the monitor phase. </li></ul><ul><ul><li>Information sharing </li></ul></ul><ul><ul><li>Corrections </li></ul></ul><ul><ul><li>Relevant industry stats </li></ul></ul><ul><ul><li>Create anticipation for a new product or service </li></ul></ul><ul><ul><li>Enhance perceptions of a company or brand </li></ul></ul><ul><ul><li>Establish thought leadership </li></ul></ul><ul><ul><li>Develop new markets/customer segments </li></ul></ul><ul><ul><li>Drive mainstream media coverage </li></ul></ul><ul><ul><li>Manage a crisis situation </li></ul></ul><ul><ul><li>Generate positive word of mouth; turn negative word of mouth to positive </li></ul></ul><ul><li>Establish Guidance for Earned and Unearned KOL Support </li></ul>
  13. 13. Regulatory Questions Direct to Consumer Transparency and Privacy Adverse Events Trademark and Copyright <ul><li>Do we always identify we are with a Company/Organization/Client? </li></ul><ul><li>What policies do we have, if any, with regard to funding third-party content online and capturing user names? </li></ul><ul><li>What are the risks of contextual sponsored content? </li></ul><ul><li>How do we obtain copyright for video/audio/images? </li></ul><ul><li>What is the guidance for copyright and trademark of consumer-generated media? </li></ul><ul><li>Are there any regulatory guidelines for monitoring blogs, communities, etc? </li></ul><ul><li>Is there a protocol for reporting any adverse events identified through the monitoring effort? </li></ul><ul><li>What’s the company’s obligation in the event that the source of the adverse event cannot be identified?   </li></ul><ul><li>Would you classify blog postings by a pharmaceutical company as DTC advertising or simply on-label communications? </li></ul><ul><li>What fair balance guidelines are in place for Web 2.0 applications such as RSS, video/audio, blogs, podcasts, wikis, widgets, desktop applications, crowdsourcing and online communities? </li></ul>
  14. 14. <ul><li>Social Media is Quickly Changing Communications for all Medical/Healthcare Constituents </li></ul><ul><li>The Six Steps Discussed Help Identify and Communicate with Targeted and Newly Forming Audiences/Groups </li></ul><ul><ul><li>Allow Technology such as Automated News/Site Feeders to Help Manage Data </li></ul></ul><ul><ul><li>In Communicating, Be Transparent </li></ul></ul><ul><ul><li>Use Innovative Opportunities to Learn and Partner with Opinion Leaders </li></ul></ul><ul><li>Sphere of Influence for an Opinion Leader can be Measured Quantitatively and Qualitatively </li></ul><ul><li>The Laws and Regulatory Policies for Social Media are still Emerging </li></ul><ul><li>Social Media Demands Regular and Frequent Updates </li></ul>Summary Points
  15. 15. <ul><li>Q & A </li></ul>