The social life of healthcare
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Who, Why & How Health Consumers and Industry use Social Media. Trends, tips and examples of the effective use of social media for healthcare and pharmaceutical marketing.
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The social life of healthcare
- 1. The Social Life of Healthcare: Who, Why & How Health Consumers & Industry Use Social Media
- 2. Eileen O’Brien Director of search & innovation Maureen Hall Digital marketing strategist Connecting People+Brands
- 4. Making Connections with People
- 5. Amplification Power : Source: Jake McKee & 90-9-1.com 1% Key Influencers 9% Sharers 90% Audience
- 6. The Social Life of Health is Robust Online conversation about health is driven by 2 forces: 1. The availability of social tools 2. The motivation, especially among people living with chronic conditions, to connect with each other : Source: Pew Internet & American Life Project
- 7. A Channel, NOT a Strategy Start with an objective Create a strategy Determine the best tactics
- 8. 7 Business Drivers of Social Media Pick any 2 at one time: 1. Enhance Branding & Awareness 2. Protect Your Reputation 3. Enhance Public Relations 4. Build Community 5. Enhance Customer Service 6. Facilitate Research & Development 7. Drive Sales & Leads
- 9. 7 Business Drivers of Social Media Pick any 2 at one time: 1. Enhance Branding & Awareness 2. Protect Your Reputation 3. Enhance Public Relations 4. Build Community 5. Enhance Customer Service 6. Facilitate Research & Development 7. Drive Sales & Leads
- 11. Who? Bio/Pharma 11 Company, disease awareness and branded > 20 Facebook pages > 55 Twitter accounts > 40 YouTube channels
- 12. Who? Hospitals 12 >4,000 social-networking sites 1,068 Facebook pages 814 Twitter accounts 575 YouTube channels As of Oct. 2011
- 13. Who? Providers 13 Almost 90% of physicians use social media for personal purposes > 65% use it for professional purposes
- 14. Who? Health Consumers 14 Source: Manhattan Research, Cybercitizen Health, US 2008-2011 ePatients = educated engaged empowered They seek out, share, and sometimes create information about health and wellness
- 15. 1/3 US Adults Use Social Media to Discuss Health Issues 15 Source: PricewaterhouseCoopers, 2012 42% accessed reviews of treatments or physicians 25% posted about their health experience 61% trust their healthcare provider & will interact with them via social media 37% trust information from a drug company 40% report that info gleaned from social media would affect the way they manage chronic conditions or how they look at diet and exercise
- 16. The Power of ePatients 16 Source: Manhattan Research, Cybercitizen Health, US 2008-2011 Katherine Leon spurred a Mayo Clinic doctor to research her rare cardiac disease (SCAD) and recruited for the study via social media Study filled in 1 week
- 18. Only 42% of active Facebook users agree that “Like” means they are a fan or advocate of the company • 25% disagree • 33% indecisive Source: ExactTarget, The Meaning of Like #10, 2011. “Like” is a Form of Self Expression
- 19. Something of Value Deals Discounts Exclusive content On topic, relevant What’s Best for Patients? …and a Delivery Vehicle Photo OSU Archives, used by permission under Creative Commons
- 20. 35% say that after “liking” a brand on Facebook, they expect to hear from the company • Yet 58% say that they have never received a response Source: Lithium Technologies, April 2012 Conversation Required Photo kdinuraj, used by permission under Creative Commons
- 21. 25% of respondents expect to hear back from a company when they tweet about a brand or product • Only 9% say they actually have gotten a response Source: Lithium Technologies, April 2012 Conversation Required Photo Eric Fischer, used by permission under Creative Commons
- 22. Ask questions Polls Controversial news Let them tell their stories Stage a live Q&A Encourage Comments
- 23. Photos & Videos get the most shares Engagement with photos & videos +65% since Facebook Timeline intro Source: Simply Measured Sharing is the Holy Grail
- 24. 4x’s higher CTRs + Dwell Time + SEO 500 years of video watched/day on FB 700 videos/min shared on Twitter Video: Not Just for YouTube
- 25. 40% of all internet traffic in 2011 (50% by YE2012) 52% of all mobile traffic Source: CISCO Video: Fits Every Screen
- 26. How to Use Social Media
- 29. YouTube comments can go live, be moderated or turned off YouTube.com/JNJHealth
- 31. Writers post without approval, moderate comments Lillypad.Lilly.com
- 34. Google+ • 100M adopters • Requires content & engagement • Good for search
- 35. 12 Word Social Media Policy Don’t Lie, Don’t Pry Don’t Cheat, Can’t Delete Don’t Steal, Don’t Reveal Source: Farris Timimi, The Mayo Clinic Social Media Center
- 36. Last Words The biggest risk in healthcare social media Is not participating in the conversation. Source: Farris Timimi, The Mayo Clinic Social Media Center
- 38. Eileen O’Brien Director of search & innovation Maureen Hall Digital marketing strategist Connecting People+Brands
Editor's Notes
- http://youtu.be/GXjLwzqscHwSocial media is a collective term that describes a means of communicating and engaging with people. It’s any number of platforms, channels and tools that help people connect with each other in genuine, authentic and informal ways.They share their lives and experiences. What’s important isn’t so much the tools and the channels: It’s about people and new, simpler and more effective means of connecting with other people
- Add poll at this point:Are you a 1) Key Influencer 2) Sharer or 3)Audience?
- 8 out of 10 internet users online for information on a specific health topic, disease or treatmentOF US Social Media Users....23% have followed their friends’ personal health experiences or updates17% have used social networking sites to remember or memorialize others who suffered from a health condition15% have gotten any health information on the sites14% have raised money for or drawn attention to a health-related issue or cause11% have posted comments, queries or information about health or medical matters9% have started or joined a health-related group on a social networking site
- develop a clear and measurable objective and determine how your use of social media will help you achieve that business objective. S.M.A.R.T.• What do you want to achieve? • Who do you want to reach? • How do you want to do it? • What social media tools will you use? • How does social media integrate with your overall communication plan in the long term?
- according to a Mashable report at the time of the switch,people were clicking “Like” almost twice as many times each day asthey were becoming fans—an indicator that “Like” was viewed asa less significant endorsement.
- Highlight relevant researchImpart interesting health facts: Did you know… ?
- The researcher, Simply Measured, drew its results from an admittedly small sample: just 15 Facebook brand pages. Doing so may have created a false sense of lift, especially since the greatest beneficiaries, Livestrong and Toyota, saw their engagement rates jump 161% and 156%, respectively.
- Consumers may appreciate successful TV ad campaigns with interesting creative, but many still treat a commercial break as a great time to grab a snack or do some other quick chore away from the screen. Online, however, a video ad that pleases is one to be shared socially—and research indicates consumers are doing just that, and watching such ads more than ever before.According to data released in April from social video measurement firm Visible Measures, views of social video ads served to English-speaking audiences increased to almost 1.33 billion in Q1 of this year, a 78% rise over Q4 2011.
- http:/www.facebook.com/ChildrensHospitalBostonLewis described the audience engagement — the primary measures of social media success — as “amazing.” Being able to tell good stories and acting as a patient resource, both of which Children’s does exceedingly well, are also two skills that hospitals need to demonstrate in order to have an effective social media strategy, Lewis said.
- More than 20 biopharma Facebook accounts—company, disease awareness and brandedSanofi partners with March of Dimes
- Over 6 million views in 6 years
- More than 55 biopharma Twitter accounts—company, disease awareness and branded
- Leverage thought leadership, government official, policy maker, mediaTarget: Policy makers, government officials and appropriate media outlets.
- Consumer engagement on the rise on brand pages, but not reaching the levels of other social networksBrands have been creating company pages on Google+ since November 2011, and consumer engagement with brand content seems to be picking up.In May, Simply Measured released its report tracking brand page adoption and engagement by looking at the pages for Interbrand’s Top 100 companies—64 of which have verified pages on Google+. Additionally, more consumers are adding these companies to their Circles. As of May 7, 2012, at least 5,000 people had added 35% of these Top 100 brands to their Circles, up from 21% as of February 7. Additionally, 22% of brands had been “Circled” by more than 100,000 people, an increase from 13% in February.
- Full explanation of policy: http://socialmedia.mayoclinic.org/2012/04/05/a-twelve-word-social-media-policy/
- Target: Policy makers, government officials and appropriate media outlets