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Sean Moffitt's presentation February 2012 on the state of digital engagement, new media, social technologies and community building in health care
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CPEG & EMDSERONO
Wikibrands, Wikipatients HEALTH CARE, DIGITAL ENGAGEMENT AND THE RISE OF THE E-PATIENT
Sean Moffitt @seanmoffittKeynote - Winnipeg
Feb 9th, 2012
Wikibrands - Reinventing Your Organization in a Customer-Driven Marketplace
Who is Sean Moffitt….Just A Blonde Guy With a Cause
Bad Chefs
Bad British Cuisine
Bad Spies
Bad Bay Area Hoods
Bad US SoccerPerception
Bad Secrets
Bad Customer, Patient, Marketing and Digital Practice
Wikibrands…Customer Leadership for the Digital Age
• Customer Experience
• Online Community
• Social Technologies
• Brand Collaboration___________________
“Digital Participation Wins”
“Unless your hospital is the Mayo Clinic or the Cleveland Clinic, which are brand superior, customer experience is probably not your hospital’s edge.
Your future has a lot to do with what your patients say about you. If they can’t remember anything special, they won’t rave about your care.”
Let’s take a sample…
We Could Have Simplified It for You
Social media is a great tool…
It’s not the end game.
Global media industry $600 billion industry
Digital Media $90 billion industrySocial Media $14 billion industry
The real interesting thing…
How will digital technology and connected media reinvent some of these industries?
Global education industry $ 2 trillion annually
Global IT and Communications $ 3 trillion annually
Global health care industry $ 4 trillion annually
Global energy industry $ 6 trillion annually
Global banking industry $ 7 trillion annually
And there’s something more than technology going on here…
Your role is changing…Before Industry Future
Teacher Education Facilitator
Money Manager Banking Finance Coach
Commodity Seller Energy Sustainability Advisor
3rd Party Vendor IT & Communications
Embedded Partner
Health Provider Health Care Health Concierge
7 Questions/30 Minutes
The State of Health Care 2.0 and 3.0
Benefits/Objectives – Digital Participation
Why To Engage Now?
Where To Participate?
Key Hurdles and Watchouts
Interesting Heath Care Uses
Tips
i. THE STATE OF HEALTH CARE 2.0 and 3.0
Each day we do itInsight: Health is a BUZZABLE TOPIC
• Health and medical info is the third most popular type of information passed along online
• Health in general is the 6th most important topic talked about conversationally
• The average person has 7 brand mentioned conversations about health/health care each week
• 61% of Canadians actively search for health information online
Sources: Sharpe Partners/Northeastern University/Keller Fay/eMarketer
Women are the health hubsHealth and Wellness: 4th most popular Topic Online
Health is the only online category that defies age boundaries75% of online adults interact with health information; health information is sought by all age groups
Caregivers are #1 Audience59% of online health searches are performed by someone looking on behalf of someone else
Source Pew Internet
Social Sweetspot = Misery Loves CompanyA blend of “social” is key and “content” is key
Source: Forresters
Patients are taking control of their healthSome want rational answers and others want support for what their going through
Sources: Epsilon
Patients are Going EverywhereFacebook for support, YouTube for Stories/Demos and Others for Informastion
Sources: PWC
Patients are going mobileQuadrupling of growth in health apps in next 4 years driven by cost, benefits, patient behaviors
Sources: Epsilon
Physicians are Picking Up Digital TricksTablet technology and collaborative culture is making doctors become netizens too
Sources: CMA/Knowledge Networks
72% use smartphones
27% have tablets
41% do research online
Using social media 61%Facebook 51% and on it weeklyTwitter 20% Asklepios 25%
43% participated in and online health discussion forum
26% belong to a health social network
Web Info deemed more helpful than harmfulOverwhelmingly believe information is valuable to self-health approach
Health 3.0 Is Around The CornerWhere you phone things and solves health problems for you
Sources: Symptom Navigator/iEyeTest
ii. BENEFITS/OBJECTIVES
– DIGITAL PARTICIPATION
How well does the physician community use
technology and connected, social media?
Manufacturer Objectives - The Four Fs of Great Content –
Get Found
Get Fame
Get Fans
Get Feedback
- Search Engine Exposure/Traffic- Awareness/recognition- Visibility- Market education
- Dialogue & Conversation- Ideas and innovation- Competitive Intelligence- Reviews/ratings/ testing
- Improved Perception/PR- Grassroots credibility/affinity- Pass along/viralness - Thought leadership
- Leads/Revenues- Online community/ambassadors- Word of mouth/referral- User generated content
Patient centred care
Exchange of ideas and collaboration
Better understanding of physician –patient relationship
Dissemination of information – e.g. research results
Mechanism for costs control - marketing, monitor and dispense
Medical students behaviour
Practitioner Objectives
The Deer Have Guns….
73% of patients look for medical information online before and after patient visitsHealth Care New Media
Promising 2.0 Venture
Quinte Pediatrics – Leading The Charge
Iii. WHY TO ENGAGE NOW
Ranked #1 GloballyOnline penetration –79% of Canadians onlineOnline usage –average 43.5 hours online/mthOnline video – 251 videos/17.2 hours/mth.LinkedIn usage - 15% of online Canadians useSocial gaming – spend 4.5 hours each weekOnline Banking - 65% of Internet users do
Ranked in Top 10 Social Media Use – 70% use; ½ everydayFacebook usage –#4 worldwide/82% of online Can.Twitter usage –#6 worldwide/18% of online Can.Smartphone usage – 33% of mobile users
We are the #1 digital/social nation
1.5 Billion Social Networkers GloballyFacebook - 850 million, 130 friends eachWikipedia – 400 million readers. 18 million articlesTwitter – 200 million, 190 followers each (after 2 yrs)LinkedIn – 115 million, 61 friends each, 189 index on post-grad YouTube - 800 million unique monthly visitors/292 minutes/mth.Flickr – 51 million members/6 billion photosFoursquare – 10 million/1 billion+ checkinsAmazon – 650 million users annually, $48 billion sales GroupOn – 143 million users annually, 2 billion salesStumble Upon – 20 million registered users, 1 billion stumble/mth.
• We spend 23% of our digital time in social networks and blogs; 3 times as much as any other web category
Source: Nielsen State of Media, 2011
EVIDENCE #2: OUR MEMBERS ARE THERE, WE NEED TO BE THERE TOOThe world is social, patients are social
#1 The Need for Authenticity and Transparency - 42%
#2 The rise of social networks - 38%#3 Increasing role of wireless/mobile - 35%#4 Customers/people waning attention spans - 25%#5 Media fragmentation - 22%#6 Change in mass marketing effectiveness - 20%
Agent Wildfire -The Buzz Report, April 2010
EVIDENCE #3: BUSINESS CULTURE SHIFTS – WE WANT HONEST & GENUINEWe crave genuine relationships with
service providers we deal with
IV. KEY QUESTIONS TO ASK FIRST
What value can we/I add?
What value can we/I get?
I do not want to end up in the clink?
Is there professional risk?
My customer is not on the social web? It’s a young person’s game?
I have no time? Lack interest?
TACKLING THE COMMON EXCUSES FOR A DIGITAL COLD…
What excuses are stopping you now
V. WHERE TO PARTICIPATE
“In a connected world, power shifts to those best able to connect.”
Dov Seidman
How Deep do You Want To Go
Social Bookmarks
Location based
Ratings/Forums
Photo Sharing
Depth of Engagement - Low
Depth of Engagement - High
One way Engagement
Two way Engagement
OnlineCommunity
Blogs
Apps
Wiki/Collaboration
eBook
eMagazine
Screencast
Infographic
Webinar
Augmentedreality
Roundtable
Social Gaming
Widget
Demo video
Trade Show
BrandedContent
ToolWhiteLabelSocial
Network
MobileCampaigns
InfluencerPrograms
Document Sharing
The Top Basic 7
Great Efficiency Tools
Syndicate across platforms
Syndicate to the best people
Patients Like Mewww.patientslikeme.com
• Connect based on various conditions and diseases
• Create a health profile and find other users with similar problems
• Connect with other users and find out what they are doing to cope
• Can request a new community if you don’t see your condition already listed
community
Daily Strengthwww.dailystrength.orgnetwork
• Daily visit focus
• Blend of latest research and content and community activity drives content of site
• Connect based on various conditions and diseases
• Supportive peer-to-peer focus
• Intuitive navigation and web architecture
Health.comwww.health.comcontent
• Visual appeal
• Daily content
• Holistic management of issue
• Aggregated content
• Integrated into the social web
• Customizable searches and tools
incentivesBayer Didgetwww.bayerdidget.ca
incentivesSupport and success
Alliwww.myalli.com
incentivesVideoJohnson and Johsnonhttp://www.youtube.com/user/JNJhealth/
VI. HURDLES & WATCHOUTS
“Social Media can make you suck in more places, faster, and louder than before” Anonymous Bank CMO
• Privacy and security issues• Doctor-patient privilege• Training for staff• Limits holistic information• Social stigma• Can get consumed by your patient needs• Staffing shortages
Health Care Specific
But this stuff is HARDThis stuff may be CHEAP
And is not very PREDICTABLEAnd is fueled by PASSION & SWEAT
The Biggest Sins- Social Deafness and Social Content -
Source: Agent Wildfire 2010 Buzz Report
What is your biggest challenge?
#1 - Having Enough Time To Do It#2 – Getting People Engaged /To Return#3 – Generating Original/Quality Content#4 - Measuring Results#5 - Finding People/Staff to Do It#6 – Integrating Ways to Share Content with Customers
2011 Agent Wildfire Buzz Report
VII. INTERESTING HEALTH CARE USES
VIII. The GOLDEN RULES
Starting with“Why”
Really ask:
Why will anyone care? (Customer pleasure/pain points)
Will it provide value to us? (4Fs)
Does it make sense with the rest of our organization? (Audit)
In the Trenches – the 7 Golden Rules of Social, Be:
ReciprocalEthicalHumanAwesomeHelpfulAuthenticSocial
In the Trenches – the 7 Golden Rules of Social, Be
Further Resources – Twitter Chat
Q&A
