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The evolution of Health 2.0 in our data-driven world calls for a shift in the way health organizations locate and communicate with their target audiences. While health challenges abound in local communities and on a global scale, so does the potential within the communication tools and technology that we hold. During this first of its kind summit, health communicators within the GLOBALHealthPR network from across the globe converge to present data and reveal insight from a global listening program which spanned [15] countries, assessing the impact and conversation around a specific global health pandemic, malaria. The IHSMS team discuss the implications for the data found and offer insight into strategies for using digital tools to benefit national and international healthcare organizations today.
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The right formula for healthcare communications
First Annual International
Healthcare Social Media Summit
Today
• Tipping point for health and social media• Our Social Framework for engaging social
media programmes• Our social media malaria insights• GLOBALHealthPR’s prescription for malaria
social media engagement• Your questions
A tipping point for health and social media
Why now for health?
• Technology• New health dynamic• Regulations
Technology
Data transferability
Usability
Web 1 Web 2 Web 3
Engagement
New health dynamic
NIELSEN INDIA• Forecast 45 million users of social networks
by 2012– 45,000 joining daily
MEXICO• 30+ million internet users• 4 million twitter users
– 1 out of 10 has a blog– Fastest growing sector in Facebook is women
over 40
Portugal
Sandra Pestana thesis• 28% of the Portuguese use the internet to search
information on health• This search of health subjects doubled between the
years of 2005 and 2009• 18% of the national hospitals provide internet to their
patients• Of nine assessed patient groups:
– 100% have Facebook pages– 66% have testimonial areas– 45% have blogs and forums
New health dynamic
PEW USA• 59% of all American adults went online for
disease and treatment information in 2010• 25% of all American adults have referred to
social media comments when seeking medical information
• 23% of American social network users follow their friend’s personal health online
New health dynamic
BUPA UK• UK Internet users using online information on
health matters increased from 37% in 2005 to 68% in 2009
• 70% looking for information for their own health issue; 22% for someone else
HealthUnlocked.com• National Rheumatoid Arthritis Society built
300 active members in three months • 470 blog posts / 658 survey responses
Regulations
• FDA• ABPI• Transparency• Information vs. promotion clarity key
Our approach
Our SM principles
• Understand• Add lots of value• Leverage unique insights• Be open minded
Smart listening
Personal engaging proposition
Social Framework
Social media malaria insights
Nathan’s story
Hypotheses
1. Malaria prophylaxis does not tend to be discussed in the social media space, conversations focus on managing acquired symptoms
2. Insights and understanding of malaria do not tend to be shared between countries in the social media space
3. Conversations about malaria in the social media space will not be lead by official healthcare institutions
4. World Malaria Day will cause a long tail in social media activity
Baseline
Additional
Breadth and depth
The right approach
• Avoid the niche• Understand mainstream malaria engagement• Maximise efforts• Mix of automated and manual tools
Our findings
Identified blogs
New blog posts per day
New blog comments per day
Number of tweets per day
World Malaria Day quantitative findings
New blog posts
World Malaria Day
New blog comments
Number of tweets
Additional insights
• In markets with high prevalence, malaria is seen as similar to “bad luck” or having a cold and social media interactions about the condition treat it as such
• In markets with low prevalence, conversation is focused on disease epidemiology and science
Additional insights
• Tendency for social media active malaria prone countries to reach out to other countries with similar disease prevalence levels
• Time zone is as much of a barrier to international social media engagement as language issues
Conclusions
1. Malaria prophylaxis does not tend to be discussed in the social media space, conversations focus on managing acquired symptoms. NOT CONFIRMED INTERNATIONALLY
2. Insights and understanding of malaria do not tend to be shared between countries in the social media space. CONFIRMED
3. Conversations about malaria in the social media space will not be lead by official healthcare institutions. CONFIRMED
4. World Malaria day will cause a long tail in social media activity. NOT CONFIRMED INTERNATIONALLY
Prescription for malaria social media engagement
Smart listening
Personal engaging proposition
Social Framework
Personal engaging proposition
• Through science, collaboration and action, we can stop malaria impacting people you care about– Give malaria personal relevance– Suggest that we have something interesting to say
from a scientific perspective and believe the future of the disease can be improved
– Establish an urgency in taking action– Encourage experience sharing in the social space
Local adaptation
India
India
Mexico
Conclusions
Digital malaria
• Identified challenges and opportunities healthcare institutions face– Understand social audience to engage them– Opportunity to lead and shape dialogue
• World Malaria Day 2011 impacted social media; this can be built upon in 2012
• Malaria needs to be given personal relevance for disease awareness activities to contribute to improved health behaviours
Insightful action
• Tipping point for health and social media• GLOBALHealthPR healthcare experts and
uniquely placed to apply our Social Framework to listen, interpret and inform personal engaging propositions for social media
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