Social media monitoring for hospitals
•
0 likes•965 views
This document discusses how hospitals can use social media monitoring to improve services and manage reputation. It outlines how healthcare consumers are increasingly sharing health information and experiences online. By analyzing social media data through monitoring tools, hospitals can gain insights into patient needs, issues, and perceptions of care quality. The document presents examples of how the Mayo Clinic successfully engages patients through social platforms. It provides an action plan for hospitals to start with listening to social conversations and then use metrics to track the impact on their social brand and engagement.
More Related Content
Viewers also liked
Viewers also liked (20)
Similar to Social media monitoring for hospitals
Similar to Social media monitoring for hospitals (20)
More from Jinseok Ro
More from Jinseok Ro (20)
Recently uploaded
Recently uploaded (20)
Social media monitoring for hospitals
- 1. Healthcare Communication for Hospitals by Social Media Monitoring Nari Kim Konan Technology www.pulsek.com 1
- 2. Contents • Healthcare Consumers on Social Media • Social Media Monitoring for Hospitals – Service Improvement – Reputation Management • Cases • Action Plan 2
- 3. HEALTHCARE CONSUMERS ON SOCIAL MEDIA 3
- 4. Social Consumers 4
- 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. 5
- 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 6
- 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 7
- 8. Social Big Data Reaching 100M User-Generated Content within 10 YEARS 1 MONTH Peer-to-Peer information sharing on Social Media 8
- 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. 9
- 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 10
- 11. SOCIAL MEDIA MONITORING FOR HOSPITALS 11
- 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 12
- 13. Dashboard – Listen, Analyze Social Brand Index Buzz Sentiments Related Issues Influencers Postings 13
- 14. Dashboard – Engage, Collaborate Engagement Alert Setting 14
- 15. Dashboard – Measure Increase in Positive Sentiment A B A B ROI of Marketing Campaign 15
- 16. ANALYSIS DATA 16
- 17. Business Goals of Hospitals • Service Improvement • Reputation Management • Revenue Growth • Social Responsibility in Healthcare 17
- 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 20
- 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 21
- 22. Mayo Clinic Followers: 416,387명 Subscription: 6,918명 Likes: 158,666명 Growing community base 22
- 23. Mayo Clinic Engagement – Sharing real stories from patients 23
- 24. ACTION PLAN 24
- 25. START WITH LISTENING • Plan, Select, Deploy – Establish business goals – Find the right tool – Train and Build cases • ROI – Social Brand Index – Engagement Rate 25
- 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.” 26
- 27. THANK YOU! www.pulsek.com 서울특별시 강남구 대치동 890번지 유니온스틸빌딩 17,18층 Tel. 02-3469-8793 / Email. pulsek@konantech.com 27