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friday | may 8, 2009
interactive healthcare:ConneCting to patients through soCial media
Welcome.
presents
how people use decentralized, people-based networks to get the things they need from each other rather than from traditional institutions, like business or media.
Bottom Line: Social media isn’t just a list of destinations. it’s a new standard of expectiations.
Social Media: Defined
trendtools
What is social media anyway?
del.icio.us
in healthcare (as in all services they consume) people are taking a new “tac”:
it’s part of how our expectations — our very culture — is shifting.
the vast majority of people report the opinion they trust most is one from “someone like me.” For the first time in our history, peers have bested the wisdom of experts.
no matter how unusual, or obscure the topic, we want — we expect — to be able to find information on it. and not just information, but details, perspectives, and context.
it’s all about how we enter that decision-making situation. We are unwilling to go unarmed, to be at the mercy of the expert on the other side of the table.
trust
access
confidence
t
a
c
Growing up online has shaped how teens and young adults receive, process, and act on information. they expect communication to be:
today’s 16- to 24-year-olds have even higher demands.
they send one billion text messages each day.
they don’t even remember B.G. (Before Google)
there are no office hours when you’re always connected.
Brief
instant
always On
hOW PeOPle are USinG SOcial MeDia
the ways people use social media today fall into three key categories:
how We Use it
CONTENT Works like: Blogs
YouTube
TwitterWikis
GoogleRECOMMENDATIONS
Works like: DiggCONNECTIONS
Works like: Facebook
• Publish a blog or website
• Upload video or pictures
• Create music or mashups
• Write articles or commentary
how We Use it
CONTENT Works like: Blogs
YouTube
TwitterWikis
GoogleCONNECTIONS
Works like: Facebook
1 create content
RECOMMENDATIONSWorks like: Digg
• Create online profiles
• Interact with friends
• Seek out new connections
how We Use it
CONTENT Works like: Blogs
YouTube
TwitterWikis
GoogleCONNECTIONS
Works like: Facebook
2 Make connections
RECOMMENDATIONSWorks like: Digg
• Post a rating or review
• Make a comment
• Tag or rank content
• Contribute to articles or wikis
• Vote
how We Use it
CONTENT Works like: Blogs
YouTube
TwitterWikis
GoogleRECOMMENDATIONS
Works like: DiggCONNECTIONS
Works like: Facebook
3 Make recommendations
how We Use it
69%are “spectators” who
read and use the ideas, reviews, and content
they find
+21% of people create content
37% review and comment
19% tagand collect
35% join and participate
in socialnetworking
how We Use it
Social media has reached critical mass• 206 million Americans used the social web in 2008
• the most popular Youtube videos have a wider audience than the most-watched Super Bowls
• 60–80% of americans look for health information online, rivaling physicians as the leading source for health answers
It’s not just for kids• 75% of college students use the social web, but so do 60% of the wired wealthy
• Facebook’s fastest growing population is 50+, followed closely by the 41–45 age group
• the average twitter user is 31
how We Use it
We look for information:• Symptoms
• health problems
• treatments
• referrals
• Specialists
• costs
• how to cope with diagnoses
• Support for friends and family
That ultimately impacts purchasing decisions:• Where to go
• Who to see
• What to buy
Our online quest for healthcare connections
For example: 40% of hospital and urgent care visits were influenced by social media(ad-Ology, 2009)
DeFininGYOUr StrateGY
Why Do Organizations invest in Social Media?
For many of the same reasons they invest in more traditional marketing and advertising:
createawareness
encouragetrial
inspireloyalty
createambassadors
• Greater market share• Less price sensitivity• Stronger reputation
how should you use social media?
there’s really just one essential thing to keep in mind: It should provide value to the customer and to the brand.
looking at it another way, the circles could read:• true to the core of your brand• new or unexpectedeFFective SOcial MeDia StrateGY
valUe tO cOlleGe
valUe tO aUDience
ah, the big question.
Start with an honest appraisal
What you can
CONTROLWhat you can
INFLUENCE Where you can
PARTICIPATE
LESS RISK
‣web‣private communities ‣blogs
‣ targeted applications ‣ user-generated content‣ licensed tools ‣ social networks
‣peer-to-peer
MORE RISK
Set a Strategy
Start with who you want to talk to, not what technology you’ll use.
Your Social Media Strategy
Get to know what your audience does on the social web
Decide which social technologies to use
Define what you want to accomplish
PeOPle
OBJectiveS
tOOlS
cnet recently reported that 75% of Fortune 1000 companies will launch a social media campaign this year.
Of course, they also noted that 50% of those campaigns will fail.
the strategies that succeed follow one of four proven models.
Set a Strategy
let your customers or employees support and connect with each other.
Pros: • very authentic way to use the social web• inexpensive to operate and can reduce costs
Cons: • takes a lot of work to seed and build• the crowd can turn on you if you’re
unresponsive
Make sure you: • Set expectations: What does success
look like?
1 Build a Community
• connects tens of thousands of employees
• in a forum to talk to and support one another
• Where they can solve problems, share ideas, archive solutions, build a whole new kind of interconnected culture
• and just be people — who make jokes, have complaints, dig new things
Who else is doing it:• tivo customers solve each other’s technical problems
• victoria Secret PinK fans on Facebook vote and chat together
• Doylestown hospital connects its mobile workforce of 360 independent physicians via an iPhone application to provide a highly responsive healing environment for thousands of patients
1 Build a Community: Best Buy’s Blue Shirt Nation
The most comprehensive content on neurological and mood conditions of any databank in history. crowd-sourced from patients one login at a time.
• People from many countries convene to share personal information on drug dosages, side effects, and medical histories.
• Both patients and physicians share perspectives.
• condition-specific content is synthesized and aggregated to create context.
1 Build a Community: PatientsLikeMe.com
lotsa helping hands is a private, web-based community that organizes family, friends, and neighbors during times of need.
• easily coordinate activities and manage volunteers through a group calendar
• Share updates, pictures, and more
• Give people something meaningful and useful to do in a crisis
1 Build a Community: Lotsa Helping Hands
Pros: • Builds relationships with influencers • Gets real people talking one-to-one
Cons: • Scale is limited to personal networks• More difficult to listen to the conversation about
your brand because it is widely dispersed
Make sure you: • encourage fans to be transparent about any
direct contact they have with you, samples they receive, and so on
it’s about inspiring individuals to carry your message into the places they talk, connect, and create.
2 Energize Passionate People
it takes a new way of thinking.
What’s wrong with this picture?
2 Energize Passionate People
it wasn’t built to be easy to pass on.
• Bold• Succinct• action oriented
2 Energize Passionate People
• Built its social media strategy on a core tenet of the brand: We’re a customer service organization that happens to sell shoes
• hundreds of associates and executives use social media to connect one-on-one with customers
• they answer questions, give advice, solve problems, build relationships
• to create brand ambassadors who cannot stop telling “i ♥ Zappos” stories
Who else is doing it:• Ford Fiesta is offering a six-month test drive
• Dell won big with free laptops
• iBM supports its bloggers and alumni
• aurora health and others are “tweeting” cutting-edge surgeries
2 Energize Passionate People: Zappos Customer Service
• rallied a passionate community around a new, inspirational story
• asked students to share their aspirations and feedback in lots of social mediums
• aggregated the collective experience
• Operationalized a larger strategy that enabled potential students to connect with counselors on the social web
2 Energize Passionate People: Capital University
• Priortizes social participation on its home page
• Makes it easy for patients and community members to listen and participate
• has inspired lots of patients and family members to write about their personal experience
• Powers buzz about its aggressive plan for growth
2 Energize Passionate People: Sherman Health
Pros: • connects you to the best ideas inside your own
company and in your larger community• Often very cost effective, leveraging resources
you already have
Cons: • can generate overwhelming content• can take your brand in inauthentic directions
Make sure you: • have a very savvy filter for the input
imagine if you could get the very best development or marketing ideas you’d never thought of from people who actually use your product.
3 Find a Good Idea
• leveraged a idea crowdsourcing engine called innocentive that connects problems to solvers
• took on a sticky problem: how to separate frozen oil from water
• connected with an unlikely “expert”: an illinois chemist from the concrete industry
• Got an almost immediate solution to a 20-year-old problem
Who else is doing it:• Bell canada’s employees share ideas and vote the best
ones to the top for executive review
• Mini listened to what its customers were saying online to target its marketing
• P&G gets fresh ideas from pet owners who log in to share insights
3 Find a Good Idea: Exxon
Partnered with the national comprehensive cancer network to find new insights that would change their approach.
• learned that newly diagnosed patients aren’t ready to make “business executive” decisions
• instead, their primary care physician is the #1 influencer of where they seek treatment
• Suddenly, marketing mattered
3 Find a Good Idea: Memorial Sloan-Kettering
Over the years, many of the most compelling panels and presentations for the SXSW interactive Festival have come directly from the online community. their social strategy harnesses the power of those crowd-sourced ideas both to bring the best content to the conference and to build reputation and attendance.
• Built an application that accepts and categorizes panel ideas from the industry
• in 2009, 100 of the 150 sessions were created and selected by the community
• tens of thousands of attendees and supporters vote
• hundreds of thousands read about the panels on blogs and in other social media
3 Find a Good Idea: SXSW
it takes a new way of thinking.
What could go wrong with this video?
3 Find a Good Idea
talking to you audience makes all the difference.
• resonance• authenticity• accuracy
3 Find a Good Idea
Pros: • creates significant conversation• Builds brand perceptions and attachments
Cons: • hard to do• tends to be a long-term commitment
Make sure you: • test the concept with users of social media
before you go live
the toughest way to use social mediais also one of the best: give people something they need.
4 Meet a Need to Make a Connection
• needed a relevant way to participate in social media
• Scanned the various tools and networks people use, looking for a gap
• Found a limitation on Facebook: Members can send email-like messages, but can’t add attachments
• Built a branded app that filled the gap — winning 1000,000 installs in the first 48 hours, #1 most active page, and lots of repeat users
Who else is doing it:• american express is offering tools for small business
• Brooklyn Museum gave new photographers an exhibit curated by a social community
4 Meet a Need to Make a Connection: FedEx
• Knew where to be when crisis struck
• connected a community overwhelmed by floodwaters with the latest information on service access
• helped families outside the region connect to loved ones
• earned thousands of views, referrals, and loyal fans with timely updates and community action
4 Meet a Need to Make a Connection: Innovis Health
• an ingenious little social system that started at Massachusetts General hospital to help hospital patients manage communications with loved ones
• Works a lot like a supersimple blog that lets patients say how they’re doing, what the prognosis is, and so on, in one dedicated spot
• Uses technology to meet real human needs, like compassion and access and sleep.
4 Meet a Need to Make a Connection: Care Pages
