Social media and health care november 14, 2013

Social Media and Health Care: The Increasing Demands of Health Care in

a Digital World

November 14, 2013

· Content is everywhere; it’s accessible; it’s free. People are more informed than ever before.

· We’re moving from an era of mass communications to being a mass of communicators, with more people trusting the communicators.

· This wealth of content and conversations has enabled data-driven solutions to filter out the noise and provide companies actionable insights.

· It is eliminating the guesswork for all of us.· It has the ability to allow business to make smarter

decisions.

Today’s Truisms:

We consistently upload our identities and propensities….They, in turn, become quantified

Technology can help us listen to everything that’s being said about ourselves, our

company, our brand…….But finding that one key, that game-

changing insight in a sea of chatter and then actually doing something about it is another

story.

David Armano

“

”

The Latest Stats:

As of July 2013, Yahoo!, Google and MS Sites still command the majority of unique visitors

Where are people spending their time relative to the total amount of time spent on the Internet? (as at Dec 2012)

http://www.usatoday.com/story/money/business/2013/03/09/10-web-sites-most-visited/1970835/

Rank Site Time Spent Online

Desktop Visitors

Mobile Visitors

1 Facebook 10.8% 150.3 M 97.7

2 Google 10% 193.8 M 113.7 M

3 Yahoo 7% 185.8 M 92.2 M

4 Microsoft 4.9% 170.9 M 55.2 M

5 AOL 2.5% 117.6 M 62.4 M

6 Amazon 1% 128.2 M 80.5 M

7 eBay .9% 77.7 M 39.5 M

8 Tumblr .7% Not available

N/A

9 Craigslist .7% 60 M N/A

10 ESPN .6% 38.7 M 34.6 M

Fact: The fastest growing demographic on Twitter is 55-64 age bracket, growing 79% since 2012

The 45-54 year age bracket is the fastest growing demographic on Facebook and Google+

http://thenextweb.com/socialmedia/2013/11/12/10-surprising-social-media-statistics-might-make-rethink-social-strategy/




1. More than 40% of consumers say that information found in social media affects the way they deal with their health.

2. 18-24 YO are than 2X as likely than 45-54 YO to use social media for health-related discussions

3. 90% of respondents from 18-24 YO say they would trust medical information shared by others on their social networks.

4. 31% of health care organizations have specific social media guidelines/policy.

5. 19% of smartphone owners have at least one health app on their phone. Exercise, diet and weight apps are the most popular.

http://getreferralmd.com/2013/09/healthcare-social-media-statistics/

Health Care Stats:

6. 54% of patients are very comfortable with providers seeking adivce from online communities to better treat conditions.

7. 31% of health care professionals use social media for professional networking.

8. 41% of people said social media would affect their choice of a specific doctor, hospital or medical facility.

9. 30% of adults are likely to share information about their health on social sites with other patients, 47% with doctors, 43% with hospitals, 38% with health insurance company, 32% with a drug company.

10.26% of hospitals in the US participate in social media.


More Health Care Stats:



“Web 2.0 and Health 2.0 are converging as one of the most powerful shifts in behaviour in the last generation.

At its heart is the fact that patients are people, and that people are social. They want to know their healthcare professional, and want to both seek the opinions of others and share their own opinions.

In this context patients are rightfully taking ownership of their healthcare decisions via actively seeking information and options on the web.”

How it began:




#hcsmca – the conversation in Canada


#hcsmca – the conversation in Canada


Through hashtagging, it allows health care professionals to• “narrowcast to

people interested in a certain disease on Twitter.

• search for health information,

• share new research or projects,

• connect for advocacy.

• organize disease-based content”

Who it applies to: patients, caregivers, clinicians, researchers, marketers, software developers, journalists……everyone.

Look and Listen

Establish a

Social Footprin

t

Engage

Increase Your

Social Currency

Build Your Community

Social Enterpris

e

Basic consumer expectations Differentiating Experiences Operational Sustainability

Social media intelligence is defining the way business is structured, as a dynamic, customer centric and

responsive culture.

Social Media Maturity

Monitor conversation

Social platforms: FB, LI, Twitter,

Foursquare

Define voice and tone

Start conversations

Reach out to brand

advocates

Address issues driving complaints

Regular reporting

Media sites: Youtube, Flickr,

Instagram, Pinterest

Engage existing

networks

Custom response

Empower external

advocates

Social commerce

Social media education

Blogs and podcasts,

forums and boards

Participate in existing

conversations

Non-social content goes

social

Empower internal

advocates

Develop internal data workflow processes

Monitor growth of emerging technology

Supported by SEO

Respond to wall,

comments

Geo-targeting social, mobile

Allow for community

defense

Adapt products, services and policies

Clear ownership and

governance

Active growth of social asset

base

Quality vs. quantity follower

refinement

Appropriate staffing

(governance)

Location-based community

building

Collaboration systems among all

stakeholders

Designate community manager

Design for social

longevity

Social and web integration

Identify social influence

Social CRM

Social media monitoring

tools

Social marketing

tools

Advanced social analytics

Content management and curation

Social Media ROI

Look and Listen

Establish a

Social Footprin

t

Engage

Increase Your

Social Currency

Build Your Community

Social Enterpris

e

Source: Social Wisdom, Laurie Dillon Schalk

How to continuously leverage social customer insights to develop a Social CRM Strategy

Monitor Map ManageMiddlewa

reMeasur

e

What is being said?

Who is saying it?

Where should it go?

How do I get it there?

Is it working?

Listening capabilities in social media.

Linking social profiles to company records.

Mgt systems to provide insights to the right

teams at the right times.

Data seamlessly flows from external to

internal

Tracking the effectiveness of CRM goals.

Resource: Altimeter: New rules for relationship mgt.

Workflow and Communication Enablers

Enablers – Yammer Enterprise Social Network

Hessie [email protected]@hessiejones

Andrew [email protected]@ajenkins

mailto:[email protected]




Healthcare

Social media and health care november 14, 2013