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Social Media Listening & Strategy for Healthcare

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http://www.spiral16.com For healthcare companies, understanding what information your customers may find about you is as important as what your potential customers are saying about you. Monitoring helps focus your business priorities–saving valuable time and resources.

And while social networks play an important part in health seekers online life, the vast majority begin their searches for information and communities via a traditional search engine like Google, not via social networks. This means any listening strategy needs to built around solutions that provide context beyond just social platforms to help you understand how health facilities, providers, or communities appear online.

Published in: Health & Medicine, Education
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Social Media Listening & Strategy for Healthcare

  1. 1. built different.better data. better decisions. 1
  2. 2. spiral Introduction 2
  3. 3. spiral Health Seekers As they are with brands and products,consumers are increasingly turning to the Internetfor more and more of their health informationneeds. Meet the Health Seekers. 3
  4. 4. spiral Health Seekers Online – When Do They Search? 70 60 50 40 30 For self For someone else 20 10 0 Before a After a doctor Unrelated to a Instead of a doctor visit visit visit visit Peer-to-Peer Healthcare – 2.28.11, Pew Internet & American Life Project The Online Healthcare Revolution and the Rise of e-Patients and e-Caregivers – 11.3.03, Pew Internet & American Life Project
  5. 5. spiral What are they searching for? • Tentatively diagnosing their own condition • Confirming their doctor’s diagnosis and suggested treatments • Checking their doctors’ credentials • Researching all available treatment options – not just those recommended by their doctor • Researching specific medical conditions when they (or a loved one) are diagnosed • Connecting with other patients with the same disease • Exploring and signing up for clinical trials Peer-to-Peer Healthcare – 2.28.11, Pew Internet & American Life Project The Online Healthcare Revolution and the Rise of e-Patients and e-Caregivers – 11.3.03, Pew Internet & American Life Project
  6. 6. spiral Why Are Health Seekers Searching?• 93% say it is important that they can get health 95 information when it is convenient for them 90 85• 83% say it is important that Convienience Breadth of Sources they can get more 80 information online than Anonymity from other sources 75 70• 80% say it is important to get this information Health Seekers anonymously, without having to speak with anyone Peer-to-Peer Healthcare – 2.28.11, Pew Internet & American Life Project The Online Healthcare Revolution and the Rise of e-Patients and e-Caregivers – 11.3.03, Pew Internet & American Life Project
  7. 7. spiral How Are Health Seekers Searching? The vast majority begin their searches via Google (or a similar search engine) – not via social network channels or medical sites Peer-to-Peer Healthcare – 2.28.11, Pew Internet & American Life Project The Online Healthcare Revolution and the Rise of e-Patients and e-Caregivers – 11.3.03, Pew Internet & American Life Project
  8. 8. spiral
  9. 9. spiral The Power of Listening Monitoring your presence online to • Understand your digital presence • Gather basic data for setting benchmarks • Determine where your audience lives online • Audit your messaging
  10. 10. spiral Applying Online Data to Healthcare Initiatives
  11. 11. spiral Define Your ObjectiveMonitoring:• Emergency Services?• Conversation around specializations and services?• Community education or events?• Doctor reputations or c-suite personalities?• Sentiment around your facility, services, or physicians• General conversation around a facility?
  12. 12. spiral Define Your Scope • Listen locally, regionally, or nationally? • How far back do I need to look? • Where should I be looking?
  13. 13. spiral Define Your Language • Look for the terms that are around your specific facility – (Nicknames, abbreviations, or common misspellings) • Look for the language your patients or health seekers will use, not just the official language you broadcast • Explore the terms that will bring back data you don’t want to see – (-accident –trauma –obituary –police –funeral)
  14. 14. spiral Discover Your Influencerso Is your corporate or official landing page a likely destination?o Do your physicians show up on public rating sites? How likely are those pages to be found?o What community or local pages generate conversation around your facilities and services?o What kind of message are those other sites broadcasting about you?
  15. 15. spiral Where Is Your Audience?• Which, if any, social network does your audience utilize?• Are health-seekers more likely to discover information about you via a news channel?• How much reference or informational material is a health-seeker likely to find?• Where should you target your messaging or engagement efforts?
  16. 16. spiral Setting Benchmarks• What is the general sentiment around your facility or services?• What’s the ratio of news mentions to social mentions on a daily, weekly, or monthly basis?• If searching within a category or area of specialization, how often does your facility get mentioned?• If you’ve discovered disparate communities around your facility, can they be connected or engaged with?
  17. 17. spiral Selling It Up With Measured Successo Targeted messaging to the channels where your audience already lives.o Measuring how your communication alters the language health seekers are likely to seeo Responding to damaging reviews or commentso Proactively connecting patients with advocacy and service professionalso Growing participation in education and health behavior initiatives
  18. 18. spiral Conclusions • Understanding what information your audience may find about you is as important as what your audience is saying about you • Knowing where to focus your efforts saves valuable time and resources • Building a strategy around measurable data will keep your efforts focused • Translating those efforts into ROI promotes executive buy-in
  19. 19. Thank you from Tracy Panko & Aaron Weber @tracypanko @dadsbigplan built different. better data. better decisions. spiral16.com | @spiral16 | contact@spiral16.com | 913-944-4500 19

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