Here is the keynote presentation Shahid Shah and I delivered at the Healthcare New Media Conference in Chicago, June 14th. This deck looks back on the impact social media has made across the patient and provider landscape, examining specific examples over the past year, and offers a vision of what the future may hold. We walk through how hospitals, patient communities, physician networks, pharmaceutical manufacturers, the federal government and private innovators have managed the opportunities and challenges social media provides.

2. Social Media is Part
of our Culture
2

3. Eight of the top 20 most visited sites in the
U.S. are social media sites
1. Google 11. Blogger
2. Facebook 12. MSN
3. Yahoo 13. MySpace
4. YouTube 14. AOL
5. Wikipedia 15. Go
6. Amazon 16. Bing
7. Craigslist 17. LinkedIn
8. Ebay 18. CNN
9. Twitter 19. Wordpress
10. WindowsLive 20. ESPN
*http://www.alexa.com/topsites/countries/US
3

4. In March, Facebook passed Google as the
most visited website in the U.S.
www.facebook.com
www.google.com
*Experian Hitwise – 3/15/2010
4

5. However, social media should not be treated
as another marketing channel…
We’re not
selling
burgers!
Its about real
engagement
in people’s
lives
5

6. Rise of Social
Media in
Healthcare
6

7. 730 Hospitals have an active Social Media
presence with more than 1,400 sites
*http://ebennett.org/– May 22, 2010
7

8. The Dose of Digital Wiki lists over 200 active
healthcare communities
*Dose of Digital Wiki – June 7, 2010
8

9. Adults are turning to the web and social media
for health information
*Pew Internet Life Project– 2009
9

10. Physicians continue to embrace social media
as a professional tool
of physicians engage online as part of
their clinical workflow
of physicians are interested in or already
use physician social networks
*Manhattan Research – Taking the Pulse v9
10

11. Impact of Social
Media on Healthcare
11

12. Social media helps healthcare organizations
solve marketing needs
HOW DO YOU:
1. Make it easier for patients and providers to better
understand the products and services you offer?
2. Demonstrate your clinical expertise to create a
competitive advantage?
3. Build trust and deliver valued information and services?
4. Identify market trends and listen to your customers /
competitors?
5. Measure results and compare outcomes?
12

13. Social media requires a clear strategy to
overcome inherent challenges and risks
• Increased transparency and privacy concerns
• Loss of control over your message
• Regulatory uncertainty
• Failure to properly engage patients and provider
• Damaged reputation
Most importantly, Social Media fails when new
value isn’t created for patients or providers
13

14. Hospitals Increase
Efforts
14

15. Henry Ford has an integrated social media
strategy that improves access to information
15

16. Live-tweeting surgeries has helped educate
both patients and providers
16

17. Patient Communities
are Expanding
17

18. Patient Communities are expanding into the
long tail of therapeutic areas
18

19. WiserPregnancy helps employees make
smarter, cost effective health decisions
19

20. UCB and PLM created an open community
to capture real-world experiences
20

21. Physician Networks
Continue to Grow
21

22. Physicians utilize a growing number of private
networking sites throughout the world
22

23. Ozmosis enables physicians to learn from
colleagues they trust
Professional
application of a
social network
enables licensed
MDs and DOs to
exchange medical
knowledge
Real physician identities are properly verified and clearly
displayed to all members
Power of the trusted network delivers personalized and
relevant information to every physician
23

24. Syndicom provides training and networking
opportunities sponsored by industry
24

25. Pharma has
Cautiously
Increased its Efforts
25

26. Sponsored communities for patients and
providers can offer insight and support
26

27. However, only 19% of Pharmaceutical brands
are on at least one social media platform
*Digital IQ Index – L2
27

28. Risks still outweigh perceived benefits for
many in an uncertain regulatory environment
*Courtesy of John Mack
28

29. Leading to mixed results with different tactics
on facebook for Sanofi and others
Comments
removed
Discussions
encouraged
29

30. The Future Offers
More than Marketing
30

31. We can improve outcomes and reduce
healthcare costs through social media
(Data + Tools)*Innovation =
True Collaboration
31

32. Imagine a future where patients, providers &
healthcare organizations can collaborate freely
32

33. Thank You #HCNM!
Joel Selzer Shahid N Shah
Co-Founder & CEO - Ozmosis Founder & CEO - Netspective
http://twitter.com/jbselz http://twitter.com/shahidnshah
http://www.facebook.com/joel.selzer http://www.facebook.com/shahid.n.shah
(202) 595-8005 (202)-713-5409
joel@ozmosis.com shahid.shah@netspective.com
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34. Additional Slides
34

35. Private Sector is
Fueling Innovation
35

36. Yammer is gaining widespread adoption as an
internal collaboration tool within pharma
36

37. iGuard offers crowdsourced product reviews
from 2 million registered users
37

38. Social games are changing healthcare
outcomes by making exercise social and fun
38

39. HHS, CDC & FDA
are Making a
Difference
39

40. CDC has improved communication and
expanded access to health information
40

41. During the H1N1 public health crisis, CDC
alerted patients and providers
CDC had less than 1,000
Twitter followers in March
2009…today they have over
1,242,000
CDC’s H1N1 video has more
than 2,087,000 views
41

42. HHS announced a social initiative to improve
health through the power of information
Community Health
Data Initiative
42