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2014 07-09 Social Media im Gesundheitswesen

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„Social Media Marketing im Gesundheitswesen“ (Einführungsvortrag)
Tobias Neisecke, Senior Consultant, imatics Software GmbH

Mehr Info zu der Veranstaltung: http://healthnet.imatics.de/healthnet/termine/social-media-marketing-im-gesundheitswesen.html

Published in: Healthcare
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2014 07-09 Social Media im Gesundheitswesen

  1. 1. Social Media Marketing im Gesundheitswesen Bayer Healthcare AG, Berlin, 9. Juli 2014 Powered by Grants4Apps.com http://healthnet.imatics.de/
  2. 2. Referenten Social Media im Gesundheitswesen (Einführungsvortrag) Tobias Neisecke, Senior Consultant, imatics Software GmbH Ein Vergleich der Social-Media-Aktivitäten von Berliner und Brandenburger
  3. 3. Social Media im Gesundheitswesen Netzwerk Gesundheit SIBB e.V. – BVMI e.V. – KH-IT e.V. Bayer Healthcare AG, Berlin, 9. Juli 2014 Powered by Grants4Apps.com Tobias Neisecke, imatics Software GmbH
  4. 4. imatics Software GmbH • Health IT Consulting – Social Media – Prozessoptimierung – Mobile Health – Marktanalysen und Studien • Software Engineering – Individuelle mobile & webbasierte Lösungen für den Gesundheitsbereich – Verwaltungs- und Logistikportale, telemedizinische Anwendungen, neue Versorgungsformen
  5. 5. Fakten
  6. 6. (Quelle: bitkom.org ; Studie “Soziale Netzwerke2013“) 6
  7. 7. (Quelle: bitkom.org ; Studie “Soziale Netzwerke2013“) 7
  8. 8. Social Media ist... • ...fester Bestandteil der Kommunikation und Information seiner Nutzer. • ...gleichverteilt zwischen Männern und Frauen. • ...integriert in den Tagesablauf. ...in allen Generationen angekommen („Silver Surfer“).
  9. 9. „Text” (Quelle: „“) 9
  10. 10. Bewertung der Kanäle • Facebook bleibt dominierend, da universelle Ausrichtung • Zielgruppen-spezifische Netzwerke – Business (Xing, LinkedIn) – Wissenschaftler (researchgate) • Funktionsfokussierte Anwendungen – Instagram (Fotos teilen) – Foursqare (aktuellen Standort teilen) – Schnittstellen, z.B. zu Facebook & Twitter
  11. 11. Eine ganz normale Plakatwerbung?
  12. 12. Markenkommunikation über Social Media Kein Link auf Unternehmenswebseite !! QR Code linkt auf Youtube-Video Link auf Facebook-Fanpage Social Media-gerechte Aufarbeitung des Slogans als #Hashtag wurde Lesbarkeit vorgezogen!
  13. 13. Einsatz von Social Media im Gesundheitswesen
  14. 14. Selbsteinschätzung Life Science Branche 14 (Quelle: Across Health;„Digital Barometer 2013“)
  15. 15. Gründe für den Rückstand (Quelle: Across Health;„Multichannel Barometer 2014“) 15
  16. 16. Gründe gegen Social Media • Rechtliche Bedenken, Rechtsunsicherheit • Unklares Kosten-Nutzen Verhältnis • Keine eigene digitale Strategie • Nicht unterstützt durch Management • Kompetenz und Ressourcen fehlen • „Kunden noch nicht so weit“ • Angst vor Kontrollverlust 16
  17. 17. Also Finger weg ?!? 17
  18. 18. „In a patient-centered model of health care, absence from social networks that are important to patients might lead to a gap between patients and clinicians.” (Quelle: Kaiser Permanente Journal, 2011, „Social Media and the Health System“) 18
  19. 19. Entscheidungsfindung via Social Media ? „41% der Patienten geben an, dass ihre Auswahl eines Arztes, Krankenhauses oder einer medizinischen Einrichtung durch Social Media beeinflusst wird.” (Quelle: PwC HRI Social Media Consumer Survey, 2012 ) 19
  20. 20. Kundenservice via Twitter 20 (Quelle: Twitter @kpmemberservice )
  21. 21. Kundenservice via Twitter • „Augenhöhe mit Patient“ • Intervention bei Schmähkritik • Schnell & effektiv 21 (Quelle: Twitter @kpmemberservice )
  22. 22. Beispiele Interaktionen auf Facebook (Quelle: Terra Consulting Partners; Studie „Social Media Marketing GKV 2013“, terraconsult.de) 22
  23. 23. Beispiele Interaktionen auf Facebook (Quelle: Terra Consulting Partners; Studie „Social Media Marketing GKV 2013“, terraconsult.de) 23 Themen von Posts der KVen auf Facebook: Ohne Gesundheitsbezug: 31% Leistungen / Services:9% (KW31-36 in 2013)
  24. 24. Recruitment •
  25. 25. Recruitment • Erweiterung zu Online-Stellenbörsen (dort nur aktiv Suchende) • Niederschwellige Kontaktaufnahme • Innovative Form der Ansprache • Beurteilungsquelle von potentiellen Bewerbern Zugang zur Generation Y (Studienabgänger, Young Professionals)
  26. 26. Healthcare Enterprise 2.0 • Interne Kommunikation – Verbesserter & schnellerer Kommunikationsfluss – Transparente Kommunikation – Ersatz für E-Mails • Kollaboratives Arbeiten – Produktentwicklung – Projektdurchführung – Telemedizinische Anwendungen
  27. 27. Enterprise 2.0 – Social Media intern nutzen yammer.com Salesforce.com/de/chatter communote.com podio.com
  28. 28. Gründe für Social Media • Patienten verstehen lernen (Feedback) • Interaktionsmöglichkeit „Auf Augenhöhe“ • Schafft Akzeptanz und Vertrauen • PR, Informationen teilen (Input) • unkompliziert, schnell (Real-time) • Mitarbeiter finden und binden (Employer branding) 28
  29. 29. 29 „Go where the people are“ Bild: Ulrike Jakson
  30. 30. Vielen Dank für die Aufmerksamkeit! Tobias Neisecke T.Neisecke@imatics.de imatics Software GmbH Glienicker Straße 1E 14612 Falkensee www.imatics.de Twitter: @imatics

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