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RICHMOND NEW YORK LONDON PARIS SINGAPORE


Your Audiences: What They Really ThinkObservations of US Healthcare Audiences in Online Social BehaviorCHPRMS Fall 2014Dean Browell, PhD – Executive Vice [email protected] !


My Perspective


But First: Housekeeping


But First: Housekeeping !

• “Social Media” = “New Media” = “Emerging Media”

• To everyone else it’s just, “The Internet”

• Social Media is also far more than Facebook and Twitter

• Consider all the places user-generated content exists

• We have found conversations being held over more than

10 years taking the GMAT in France - trust me, there’s

more there than you think

• It is not a matter of if but rather, how different generations use social

media; for every teen girl on Twitter there’s a baby boomer guy on a

car forum


Geography Matters: People Matter Within It


Geography Matters: People Matter Within It !

• We often begin with our people but in the need to make quick

decisions we start extrapolating out quickly, making, at times

accidentally, wildly wrong assumptions…

• Let me give you an example:

• How many of you have read general articles on Twitter?

• Now how many of you have read an article on Twitter use in

rural South Carolina?

• How about even just the difference between rural and urban

Twitter use?


Geography Matters: People Matter Within It !

• Search is incredibly influenced by location

• And a big note on the examples and trends you’re about to see:

• These are all VERY specific to a particular region of the

country

• These examples are majorly influenced by the cultures,

history, demographics, etc. of their populations and

geographies

• Your mileage may vary

• In fact, you may have a different vehicle altogether…


Observations: Examples + Trends


Observations: Examples + Trends !

• On review sites (like Yelp, doc review sites),

individuals wrote detailed reviews on docs

• Reviewers themselves were weighted

(visibility, upvotes by peers)

• On Forums, residents asked outright: “Who should I go to for primary care?”

• Key Insight: Biggest complaint? Docs that pushed back when patients showed up with the very eagerness and wellness material the health system had been promoting (wanting a partner not parent)

Physician Choice



• From Google Maps, about a facility that was purchased and completely over-hauled in the 5 years prior; this was the ONLY review…

• Key Insight: Maps matter!

Google Maps

“Please stay away at all cost! Most of the help must of received there teaching at ADOLF HITLER school of health care! Nurses aids social workers beyond rude! I wouldn't wish this place on my worst enemy.” - Gary, Google Maps



• Found on a Foursquare location for the stoplight outside the

hospital

• Showcases the increasing use of geolocation

• Foursquare tips now show up in a number of other apps, such as Pinterest

• Key Insight: Proximity is a massive part of even casual search (such as in Instagram)

• Note it’s not just the main hospital locationtagged here…

Geo- location



• Key Insight: Hashtags are an unusual social media element, but

geographic hashtags, even more so

• There are NO consistent rules for geography - rather, it’s mob rule

• For this example, in Virginia:

• Northern VA uses #NOVA

• Richmond, VA uses #RVA

• Roanoke, VA uses #ROA (airport)

• Eastern VA ignores city designations and instead uses #757 (area code)

Hashtags



• Sometimes, 2 cities within 40 miles of each other can have

radically different populations - even online

• In one Midwest case:

• 18-24 population active on Facebook matched the 50+

• However socio-economic differences meant the more blue-collar city preferred forums for healthcare chatter

• Key Insight: Don’t make assumptions about audiences

Two Cities



• Studying forums for how nurses study and feel about leadership

• Nurses hold strong opinions of others,“falling into” a leadership role without any management experience; subsequent lack of interest in roles

• And yet, much discussion of wanting to be a part of larger administrative discussions

• Key Insight: Terms matter; approaching nurses as part of a larger discussion will help to identify future leaders better than hopingthey will eventually self-identify

Nurse Leaders



• Regional crisis that began to attract national attention

• Monitoring discovered a massive protest was being prepared to coincide with a hospital’s employee appreciation day

• The discovery:

• A scanned FAX was shared on a local forum

• Date of event changed; Protest avoided

• Key Insight: Don’t neglect real local communities online for shiny social objects

The Crisis



• Picture it: a CEO enters the room and asks, “We need to be on Twitter… …put our new maternity campaign on there.”

• Waterside tourist-driven area served by a

community hospital

• Research showed the hospital should only

use Twitter for emergency services… why?

• Key Insight: Community development, even

online, is heavily influenced by geography;

not all Twitter communities are created equal

Maternity Twitter


Longtime lack of robust cell / data coverage= no organized local Twitter community

But tourists brought their Twitter behavior with them - so there were Tweets from the area, just posted from rental WiFi hotspots



• We’ve seen more than one occasion of a hospital designing social

strategies to speak to a target demographic…

• …only to find that demographic either doesn’tmake up the bulk of their subscribers (Likesor Followers) or rather that they haven’t beenseeing their content for a long time

• Key Insight: Really look at your FacebookInsights and your web referrals - who comes to you and who interacts? Who are you targeting? Do any of those match up?

Unsightly Insights


Closing: Listening First, Listening Well


Closing: Listening First, Listening Well !

• Do an annual study of your entire market

• Geographic differences

• Demographic differences

• Pain points, wins, needs

• Compare what you and competitors doing

• Overlaying the latter on the former - what opportunities are you currently missing?

• Monitor Smart

• Tune outreach to be specific, targeted

• Find out what you’re doing that’s truly moving the needle


Discussion


Thank you!

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