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A way from global to local

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Some Bits about Healthcare Social Media in German Speaking Countries

Published in: Health & Medicine
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A way from global to local

  1. 1. A way from Global to Local Some bits about Healthcare Social Media in German speaking countries Austria Germany - SwitzerlandDr. Michaela Endemann Vienna, Austria, @wissit 22.Nov.2012 Madrid
  2. 2. Fit for Healthcare Social Media?Where are we?Patients, Hospitals, Docs, Pharmacies, Pharma Industry Listen, Explore ...Outlook - Bridging the gap from explore toengage?
  3. 3. Healthcare SystemsSwitzerland: 26 autonomous Regions = 26Healthcare Systems* Germany: public health and private insuranceAustria:* Health insurance is compulsory* covers 99% of inhabitants* High density of easily accessible health care facilities *A. Schmid - www.e-health-suisse.ch,, pic: www.pharmig.at
  4. 4. Rate of Internetuse around Europe - 2012 80%http://www.internetworldstats.com/stats4.htm#europe
  5. 5. Internetusage of Internetusers for Healthcare Info Switzerland: 50 %s25, http://www.bfs.admin.ch/bfs/portal/de/index/news/publikationen.html?publicationID=4742 http://epp.eurostat.ec.europa.eu/portal/page /portal/information_society/data/main_tables
  6. 6. What happend in Austria between 2010 and 2011? 35 % --> 52 % http://epp.eurostat.ec.europa.eu/portal/page/portal/informatio n_society/data/main_tables
  7. 7. Looking up for Healthcare InfoMagazines - > Variety of wellness and healthcare magazines in DACH - > Special Austrian Supplements in German Magazines - > Austrian Health MagazinesNewspaper - > Daily and Weekly Newspaper with supplements of healthcare topicsBooks - > Publishing Companies and Bookstores with special interest in Healthcare/Wellness exc. pics from Websites of Magazines /publs.companies
  8. 8. Twitter about 100.000 Accounts (= about 1 % of Internetusers) who is tweeting: Journalists, Social Media Experts, Consultants, Scientific Study: The Austrian Political Twittersphere www.socialmediaradar.at http://www.univie.ac.at/twitterpolitik/*Data 18.9.2012, www.socialmediaradar.at, twittericon: www.smashingmagazine.com
  9. 9. #hcsmatstartet #hcsmat in Nov 2011healthcare discussion on twitter with an unique #other german hashtags/words with diverseusage:#elga #gesundheit #krankenhaus #spital pic/stats www.symplur.com
  10. 10. Facebook US: 54 % UK: 53%http://www.socialbakers.com/
  11. 11. German Hospitals on Facebook 350 300 250 200 150 100 50 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 May 2010 Nov Mar 2011 July 2011 May 20122012: 2045 Hospitals Stats and Info:195 on FB -> abt 14 % @gesundheitswirt(Double Pages per Hospitals Martin Schleicher http://gesundheitswirt.posterous.compossible) http://de.slideshare.net/gesundheitswirt/was- machen-kliniken-in-social-media-facebook-was- sonst?from=ss_embed
  12. 12. Explore - Hospitals on Facebook
  13. 13. Pharma in Austria10 % large Companies with more than 250employees 40 % mid-sized with between 10 and 250 employees50 % small sized Companies with not more than10 employeesSource and further info: www.pharmig.at
  14. 14. Localized Content/WebsiteInfosites Personalized Medicine: Pfizer .de .at .ch
  15. 15. Doctors Patients - PharmacistsPatients P atient PharmacistsPhysicians D oc pic Apotheke: M.Endemann
  16. 16. Patient Online Healthcare Info -where ? Where do you look up for HC Info? on hospital websites netdoktor.de netdoktor.aton physicians websites gesund.co.at % meduniqa.at gesundundleben.at none other 0 10 20 30 40 50 60 70 free answers: Websites in English, Wikipedia.denon representative own email survey, Austria, 2011, n= 37, *incl free answers ont other
  17. 17. Patient Why were you looking for Healthcare Information on the Internet? Why? Look up for people with same condition Look up for alternatives Want more information about treatmentWant more information about medication % Want more about my diagnosis There was no physician to ask Want to be informed well 0 10 20 30 40 50 60 70non representative own email survey, Austria, 2011, n= 37
  18. 18. Patient Trust, Overflow, Satisfied? There is too much nonsense: 76 No no yes 8 Dont trust Internet HC Info: 81 No 5 Irritation with Info-overflow? 49 No 35 0 Would look up again? 89 Yes 8Satisfied with Internet Healthcareinfo? 81 Yes 0 10 20 30 40 50 60 70 80 90 100non representative own email survey, Austria, 2011, n= 37
  19. 19. D oc Docs and Social Media yes % Twitter? 3 Closed Networks for Physicians? 34 Facebook? 35 (comment: mostly private usage) In General: Using Social Media? 50 0 10 20 30 40 50 60non representative personal survey at a medical Congress 2011, n=64 , publ. in Arzt und Patient, www.prometus.at
  20. 20. Pharmacies Do you use Social Media? (%) Do you look for Healthcare 2 Information on the Internet? 9 yes 19 no 80% yes only private no answer 70 free answers: which? Facebook, Blogs, Intranetnon representative own email survey, Austria, 2011, n= 47, and free answers
  21. 21. Health Literacy - Europe The level ovf healt-literacy varies significantlyacross European Countries Strong social graduant Linked to age, education and socio-economic status http://www.hls-eu.info/ health-literacy.eu
  22. 22. Health Literacy around Europe (some details): Percentages of General Health Literacy Levels Thresholds for Countries and Total (graph 10)www.health-literacy.eu - grapfh 10 http://goo.gl/hxUG2 (pdf)
  23. 23. What to do next?Know your audience:Country, Language, Culture, Medialandscape and Usage Help people to adapt in their own way social media activities are growing organicallyDont fear your customers they dont bite Every country has its own process respect that in your activities
  24. 24. Europe will never be the United States of Europe, a single country with a common language We have too many cultures and languages ...Umberto Eco http://www.guardian.co.uk/world/2012/jan/26/umberto-eco-culture-war-europa?INTCMP=SRCH pic - http://de.wikipedia.org/wiki/Europa
  25. 25. Reach out for Light BulbsExplore! Listen! Ask! Engage!
  26. 26. Thank you!Dr. Michaela EndemannBiologist, Blogger, Communication StrategistVienna, Austria@wissit0699/11713671wissit@gmail.comwww.wissit.atwww.medtermine.at Special thanks to @rohal - Rob Halkes and Frank Butschbacher

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