Some of my favorite takeaways from 2013 South by Southwest's Health track on innovation, digital health, technology, social media, patient advocacy, and more.
4. The PESO Model
“Paid media becomes the supporting actor for earned media.”
– Bob Pearson, President W20 Group
PESO = Convergence of paid, earned, shared and owned media
• Paid = Banner, pay-per-click, advertorials
• Earned = Traditional media + blogger outreach
• Shared = Social networks that facilitate WOM
• Owned = Your company’s website, Facebook page, et al.
6. Other Social Commerce Summit Highlights
• Digital data’s value should extend well beyond PR and marketing into HR,
customer service, product teams, etc.
• Vanity metrics aren’t enough anymore, we want to drive business
results.
• Customers review your product/service more than an R&D department
ever will.
• Adrian Parker (Intuit) delivers a killer presentation connecting his
relationship with his wife to how you should measure the entire
marketing funnel (link/slides)
7. Mobile + Social
SOME APPLICABLE TAKEAWAYS FROM…
(i.e. Day #1 in AT&T Conference Center before #sxsh and other panels got started)
8. Is Mobile Really a Branding Vehicle?
• 75% of all consumers use 2 screens simultaneously
• How do you reduce the friction?
• Asking city/state when you already have zip
• Online vs. Offline is an irrelevant argument now.
• Mobile is an access point. It’s not a channel or a tactic in your media mix.
• John Butterill’s Virtual Photo Walks
10. What Marketers Should Ask Themselves About Social
The move from mass communication to mass communicators represents
the largest disruption in communication history.
It requires a re-boot in the way we think about building brands.
--- Jeff Dachis, @DachisGroup Founder
12. The Innovation, Data & Health Care Ecosystem
• Patients are increasingly becoming advocates for themselves.
• The US Dept of Health is Innovative. (Who knew?)
• http://www.hhs.gov/open/
• Technology is catalyst/accelerant, but tech isn’t solution if culture
and processes aren’t in place.
• The three prongs to an open data program:
• Data liberation
• Data Accessibility
• Data Education
• [Interesting]: Working w/ Code Academy to create classes for people
who want to hack healthcare.
13. Contagious Content: Making Healthy Behavior Stick
• “Health is the new hustle.”
• We live in a culture that is pro-active about their own health.
15. Following the Patient for Meaningful Change
• Ethnographic research to find core issues & solve
problems through design
• Create profiles (ex: chronic vs. acute patient)
• Patient Experience mapping to clinical adoption
• The big brands don’t disrupt and small, mobile teams
are nipping at margins
(1) Systems are transparent & clear to all
(2) Communication is productive & seamless
(3) Decision-Making is informed
Kaiser Permanente & Mayo Clinic are reinventing healthcare delivery
17. #MDigitalLife
• MDigitalLife Trailer
• Database of nearly 1,400 U.S. doctors on Twitter and linked to NPI (National Provider
Identifier).
• They tweet over 2x per day on average.
• More than 50% of tweets sent between 9am & 5pm
• 2/3 have at least 150 followers (the median is 306)
• More than 1/3 of the doctors are followed by at least 20 other doctors in the database.
• How innovative physicians are leveraging social media tools like Twitter to improve the
health of their patients, to grow their practices, to connect with their peers, and to
create a platform for influencing the future of healthcare. (Scientific & Quantitative)
From @Chimoose at Social Commerce Summit, but fit better here.
18. Other #SXSWh Highlights
• Healthcare is trusted less than banks and big business
• Healthcare moves SLOW
• Start small and find advocates to champion your efforts