The social life of healthcare
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The Social Life of Healthcare: Who, Why & How Health Consumers & Industry Use Social Media
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Who, Why & How Health Consumers and Industry use Social Media. Trends, tips and examples of the effective use of social media for healthcare and pharmaceutical marketing.
Transcript of The social life of healthcare
The Social Life of Healthcare:
Who, Why & How
Health Consumers & Industry
Use Social Media
Eileen O’BrienDirector of search & innovation
Maureen HallDigital marketing strategist
Connecting People+Brands
Why Social Media?
Amplification Power
: Source: Jake McKee & 90-9-1.com
1% Key Influencers
9% Sharers
90% Audience
The Social Life of Health is Robust
Online conversation about health is driven by 2 forces:
1. The availability of social tools
2. The motivation, especially among people living with chronic conditions, to connect with each other
: Source: Pew Internet & American Life Project
A Channel, NOT a Strategy
Start with an objective
Create a strategy
Determine the best tactics
7 Business Drivers of Social Media
Pick any 2 at one time:
1. Enhance Branding & Awareness
2. Protect Your Reputation
3. Enhance Public Relations
4. Build Community
5. Enhance Customer Service
6. Facilitate Research & Development
7. Drive Sales & Leads
7 Business Drivers of Social Media
Pick any 2 at one time:
1. Enhance Branding & Awareness
2. Protect Your Reputation
3. Enhance Public Relations
4. Build Community
5. Enhance Customer Service
6. Facilitate Research & Development
7. Drive Sales & Leads
Who’s Using Social Media?
Who? Bio/Pharma
11
Company, disease awareness and branded
> 20 Facebook pages> 55 Twitter accounts> 40 YouTube
channels
Who? Hospitals
12
>4,000 social-networking sites
1,068 Facebook pages814 Twitter accounts575 YouTube channels
As of Oct. 2011
Who? Providers
13
Almost 90% of physicians use social media for personal purposes
> 65% use it for professional purposes
Who? Health Consumers
14
Source: Manhattan Research, Cybercitizen Health, US 2008-2011
ePatients = educated engagedempowered
They seek out, share, and sometimes createinformation about health and wellness
1/3 US Adults Use Social Media to Discuss Health Issues
15Source: PricewaterhouseCoopers, 2012
42% accessed reviews of treatments or physicians
25% posted about their health experience
61% trust their healthcare provider & will interact with them via social media
37% trust information from a drug company
40% report that info gleaned from social media would affect the way they manage chronic conditions or how they look at diet and exercise
The Power of ePatients
16Source: Manhattan Research, Cybercitizen Health, US 2008-2011
Katherine Leon spurred a Mayo Clinic doctor to research her rare cardiac disease (SCAD) and recruited for the study via social media
Study filled in 1 week
Consumer Expectations
Only 42% of active
Facebook users agree that
“Like” means they are a fan
or advocate of the company
• 25% disagree
• 33% indecisive
Source: ExactTarget,
The Meaning of Like #10, 2011.
“Like” is a Form of Self Expression
Something of Value
Deals
Discounts
Exclusive content
On topic, relevant
What’s Best for
Patients?
…and a Delivery Vehicle
Photo OSU Archives, used by permission under Creative Commons
35% say that after “liking” a
brand on Facebook, they
expect to hear from the
company
• Yet 58% say that they have
never received a response
Source: Lithium Technologies,
April 2012
Conversation Required
Photo kdinuraj, used by permission under Creative Commons
25% of respondents
expect to hear back from a
company when they tweet
about a brand or product
• Only 9% say they actually
have gotten a response
Source: Lithium Technologies,
April 2012
Conversation Required
Photo Eric Fischer, used by permission under Creative Commons
Ask questions
Polls
Controversial news
Let them tell their stories
Stage a live Q&A
Encourage Comments
Photos & Videos get the
most shares
Engagement with
photos & videos +65%
since Facebook
Timeline intro
Source: Simply Measured
Sharing is the Holy Grail
4x’s higher CTRs
+ Dwell Time
+ SEO
500 years of video watched/day on FB
700 videos/min shared on Twitter
Video: Not Just for YouTube
40% of all internet
traffic in 2011
(50% by YE2012)
52% of all mobile
traffic
Source: CISCO
Video: Fits Every Screen
How to Use Social Media
Facebook.com/ChildrensHospitalBoston
Facebook.com/SoundsOfPertussis
Partner with Trust Agent
YouTube
comments can go
live, be moderated
or turned off
YouTube.com/JNJHealth
#RXSaves tweetchat
Twitter.com/AstraZenecaUS
Writers post without approval, moderate
comments
Lillypad.Lilly.com
Pinterest.com/NovoNordisk
Pinterest.com/VirtuaWoman
Google+
• 100M
adopters
• Requires
content &
engagement
• Good for
search
12 Word Social Media Policy
Don’t Lie, Don’t Pry
Don’t Cheat, Can’t Delete
Don’t Steal, Don’t Reveal
Source: Farris Timimi, The Mayo Clinic Social Media Center
Last Words
The biggest risk in
healthcare social media
Is not participating in the conversation.
Source: Farris Timimi, The Mayo Clinic Social Media Center
Thank You!Questions?
Eileen O’BrienDirector of search & innovation
Maureen HallDigital marketing strategist
Connecting People+Brands
