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Transcript of 1 built different. better data. better decisions..
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built different.
better data. better decisions.
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Since 2007, Spiral16 has been helping health brands, facilities, and service providers understand their presence
online.
Introduction
spiral16
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As they are with brands and products, consumers are increasingly turning to the Internet for more and more of their health information needs.
Meet the Health Seekers.
Health Seekers
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Before a doctor visit
After a doctor visit
Unrelated to a visit
Instead of a visit
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10
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For selfFor someone else
Health Seekers Online – When Do They Search?
spiral16
Peer-to-Peer Healthcare – 2.28.11, Pew Internet & American Life ProjectThe Online Healthcare Revolution and the Rise of e-Patients and e-Caregivers – 11.3.03, Pew Internet & American Life Project
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• 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
What are they searching for?
spiral16
Peer-to-Peer Healthcare – 2.28.11, Pew Internet & American Life ProjectThe Online Healthcare Revolution and the Rise of e-Patients and e-Caregivers – 11.3.03, Pew Internet & American Life Project
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Health Seekers70
75
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Convenience
Breadth of Sources
Anonymity
• 93% say it is important that they can get health information when it is convenient for them
• 83% say it is important that they can get more information online than from other sources
• 80% say it is important to get this information anonymously, without having to speak with anyone
Why Are Health Seekers Searching?
spiral16
Peer-to-Peer Healthcare – 2.28.11, Pew Internet & American Life ProjectThe Online Healthcare Revolution and the Rise of e-Patients and e-Caregivers – 11.3.03, Pew Internet & American Life Project
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The vast majority begin their searches via Google (or a similar search engine) – not via social network channels or medical sites
How Are Health Seekers Searching?
spiral16
Peer-to-Peer Healthcare – 2.28.11, Pew Internet & American Life ProjectThe Online Healthcare Revolution and the Rise of e-Patients and e-Caregivers – 11.3.03, Pew Internet & American Life Project
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How can this translate to strategy?
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The Power of Listening
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Monitoring your presence online to
• Understand your digital presence• Gather basic data for setting benchmarks• Determine where your audience lives online• Audit your messaging
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Applying Online Data to Healthcare Initiatives
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Brand Monitoring
Support PR Initiatives
Competitive Intelligence
Advocacy and Fund-
Raising
Monitoring HIPA
Compliance
Community Discovery
Building Thought
Leadership
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Monitoring:
• 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?
Define Your Objective
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• Listen locally, regionally, or nationally?
• How far back do I need to look?
• Where should I be looking?
Define Your Scope
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• 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)
Define Your Language
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o 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?
Discover Your Influencers
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• 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?
Where Is Your Audience?
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• 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?
Setting Benchmarks
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o Targeted messaging to the channels where your audience already lives.
o Measuring how your communication alters the language health seekers are likely to see
o Responding to damaging reviews or comments
o Proactively connecting patients with advocacy and service professionals
o Growing participation in education and health behavior initiatives
Selling It Up With Measured Success
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• 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
Conclusions
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built different.better data. better decisions.
Thank you
from
Tracy Panko & Aaron Weber
spiral16.com | @spiral16 | [email protected] | 913-944-4500
@tracypanko @dadsbigplan