Social Media in Healthcare: An Overview

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Presentation Overview

! "Social Media Overview

! "Health care and Social Media

! "The art of social media

! "The science of social media

! "Where’s the social media in
health care reform?

3
Social media defined

! "Internet-based tools used for sharing
and discussing information among people

! "Activities that integrate technology, social
interaction and the construction of words,
pictures, videos and audio

! "Information depends on the varied
perspectives and “building” of shared
meaning among communities

- Wikipedia

4
Shift of power

The power to define and control a brand
is shifting from corporations and institutions
to individuals and communities

5

Social media is a conversation

Social media is a
conversation online
! " Look who’s talking:
!" your physicians
!" your patients
!" your employees
!" your critics
!" your fans
!" your competition....
!" anyone who has Internet
access and an opinion.

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Social media is a channel

! "The conversation on Social
Media is not:
!" controlled
!" organized
!" “on message”
! "The conversation is:
!" organic
!" complex
!" speaks in a human voice
! "Social media is not a strategy
or a tactic –
it’s simply a channel

7

Why you should care about
social media
! "87% trust a friend’s recommendation over a critic’s review -
Marketing Sherpa

! "3 times more likely to trust peer opinions over
advertising for purchasing
decisions - Jupiter Research

! "1 word-of-mouth conversation has
impact of 200 TV ads - BuzzAgent

* Slide courtesy of Digital Influence Group

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How do people
make purchasing
decisions today?

Information
gathering through …

9

“TheInternet makes information available.
Google makes information accessible.”
- Hal Varian, Chief Economist at Google

10

Social media
! " Social Networking

! " News & Bookmarking

! " Blogs

! " Microblogging

! " Video Sharing

! " Photo Sharing

! " Wikis

! " Geo Location Tools

! " Virtual Reality

! " Related:
!" Podcasts
!" Real Simple Syndication (RSS)
!" Social Media Press Release

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More than just a trend

Social media sites are the fastest-growing category on
the Web, doubling traffic over the last year.
! " 73% of active online users have read a blog
! " 45% have started their own blog
! " 39% subscribe to an RSS feed
! " 57% have joined a social network
! " 55% have uploaded photos
! " 83% have watched video clips

Universal McCann’s Comparative Study on
Social Media Trends, April 2008. 17,000
respondents from 29 countries

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The Power of your Website

! "The influence of professional
services websites on
purchasing decisions has
increased significantly
over the past four years.
According to the survey,
74% of buyers report
the provider’s website
holds at least “some
influence” over their
ultimate decision
to buy services
from the provider.
Raintoday.com survey

14

How do consumers get their information?

When consumers face a challenge, they typically:

1." Google their diagnosis

2." Spend 20 minutes
information gathering
and getting totally
overwhelmed

3." Call someone from their
in-person social network

Why we are using social media 15

! " 60 – 80% of Americans have
used the Internet to find health
information, and as of January
2008, the Internet rivaled
physicians as the leading source
for health information.

16
The power of
collective
wisdom
! "This is the foundation of
Health 2.0

! "The value of network
effects or the harnessing
collecting intelligence

! "“Groups are remarkably
intelligent and are often
smarter than the smartest
people in them.”
-James Suowiecki,
The Wisdom of Crowds

17
It’s the local support group that has now
gone global
! "“It’s now possible to solicit and aggregate information from
people all over the world and arrive at a collective
decision with a few clicks of a mouse,” Surowiecki

! "This collection of wisdom can rival the body of information
that any single medical school or pharmaceutical
company has assembled.

! "According to the 2008
Edelman Trust Barometer:
People tend to trust
“a person like me” more
than authority figures

18
Then along comes social media
-Multiple Myeloma
! " People with like illnesses connecting ! " Multiple Myeloma is also
represented on Facebook
! " Patientslikeme.com
! " My mom diagnosed with
multiple myeloma

! " Peer recommended web
site to visit

! " She posts an online question
… gets response from
woman in same age group
with same disease

! " And gains a friend!

19

! "Could mis-information on health related subjects
actually cause harm?

! "But typically large groups also tend to be self
correcting

! "Consumers don’t let companies or bad sources
get away with much!

20
Think of today’s consumers as …
! "Prosumers … they are proactively seeking health information

! "80 percent of health searchers seek information for themselves
while 20 percent are caregivers –Bonnie Becker of Yahoo!
Health

! "And prosumers are not just seeking
one source of information… they are
seeking an average of 5 information
sites

! "They are looking to re-confirm
information every step of the way
on the Web.

How are consumers seeking 21

their information?

23
Social media platform examples
! "Wikis … Wikipedia

! "Blogs … DiabetesMine, HealthMatters, WebMD

! "Social networks …
OrganizedWisdom,
Patientslikeme,
Daily Strength

! "Video Sharing …
YouTube

! "Online Forums …
Yahoo! Google Health

24
Prosumers are looking for what??

25
People make people well
!" Before the Internet, there was evidence that social networks
had a positive influence on health

!" 1979 large scale study showed that people with lowest levels
of social contact had
mortality rates
2 to 4 ! times greater than
those with strong social
network

!" Since then, research has found
that a stable and supportive
social network improves
health outcomes for people
with a wide range of
conditions

26
But what about PHI?
! "Privacy is definitely a concern

! "Remember that we are in the “infancy” of case
law related to the privacy
of social network health
information

! "An educated and aware
workforce is a smart
workforce

! "Just like staff can’t talk
about a patient’s condition
in a hospital elevator the
same applies online

27
Thought leadership example …
Humana

!" http://www.youtube.com/
user/staysmartstayhea1thy

!" A treasure trove of helpful
content that explains health
insurance

!" And along the way, the
content drives brand
awareness, positioning …
online and offline

28
Be where the people are
! "People are looking for online engagement … they expect it

! "Health care organizations need to be where the people are
being social

! "In the “olden” days people had cocktail parties

! "Today, many are socializing online

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Aren’t people getting their information
via newspapers?

! "That’s one source

! "But health care organizations
need to integrate multiple, rich
troves of information for people to
find online

30
Examples of information-rich
health websites
! "RevolutionHealth.com-- provides information,
inspiration and tools to help prosumers take
control of their health and improve their life.

! "Healthcarescoop.com – launched by Blue Cross
Blue Shield to gather data and develop products
based on information gathering

! "Angie’s List – full of consumer reviews of just
about any profession you can think of

! "CarePages.com – connect with others who are
facing the same disease, share information

Think of your website as the online front31
door of your business

! " What are you going to do to
get them there?

! " Drive traffic through social
media

! " Compelling content

! " In-person networking

! " Sales calls

! " Use back-end analytics

32
The future of social media and health
care?
! "More than ever, social media/the people will
demand more openness and transparency
! "Today’s consumers are smarter than ever
and expect health care to come clean
! "Increasingly, consumers are gaining
more control over their health
care decisions … choosing a
physician, open marketplace

! "Online patient/physician relationships
as part of new and old service
delivery models i.e., medical home

! "Is your organization ready?

33
Web 2.0

! "Mobile applications

! "Patient opinion leaders will
continue to be major influencers
on their peers as well as health
care organizations

! "Forget the “old” websites that talk
to your consumers

! "Today’s consumers want an
interactive, two-way conversation
with you

! "And keep an eye on email ...

35
Social media is communications

! "Communication basics includes:

! "Someone who wants to send a message

! "Someone who will receive a message

! "Information in some form

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! "Noise (anything that disrupts communication)

! "Feedback (verbal and non-verbal)

! "Replication
(Replication is an
approximate goal and
philosophically not
perfectly possible,
though desired)

! "Understanding

37

! "You need to have a communications
strategy
! "Who is your target audience?
! "What is your objective or outcome
based thinking?

! "What precisely do you want out of
the process?
! " What does the other person want? If I
don't know, what are they likely to
want?

! "What is the least I will accept out of
the process? What problems could
come up in the process?

38

Communications is a 2-way conversation

! "Not your organization speaking from a bullhorn

! "It’s being present online and responsive

! "Exactly like you would have in person with
someone at a party

! "Introduce yourself

! "Do a lot of listening

39

! "How will I deal with each one, and if possible,
use the problem as a BENEFIT for the other person?

! " How will I bring the process to a conclusion?

! "“The ability to build and maintain
rapport in communication is one of
the key skills of a master
communicator.”
–KevinHogan.net

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Social media voice requires

! "A compassionate voice of the
organization

! "A personality to go along with
the voice

! "The voice should represent your
organization

! "Understand the social media
“rules of engagement”

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Rules of engagement

! "Share information freely

! "Give credit where credit
is due

! "Respond and engage

! "Respect

! "Build relationships

There is a method to the social media
madness

Picture your website
as the hub of all
your online and
real-life activities

How can 44

you create
pull to your
website?
!" Through
engagement

!" Through social
media channels

!" Utilize your social
media channels as
a lead funnel for
patients to find you
online and … in
person.

45

! "Thought leadership positioning – your organization is an
expert in health information

! "Address trending health care related topics that are relevant
and timely such as:
!" Heart care in February
!" Health care reform
!" Deer hunting season in November
!" How to shovel snow without
hurting your back

! "Content that addresses a
patient’s pain point

48
If the website is your hub

! "Social media channels are
the spokes

! "Use these spokes to drive
traffic back to your website

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The spokes

Via Facebook

Via Twitter

50
Affinity Health System website
… the hub

51
Create leads
to create action

! "Compel existing patients or
new patients to take action

! "Cross integrate information
along the way

! "Capture viewers/readers
information to connect and
follow up

52

Seeding content
! " Determine “key words” or search
terms your patients/future patients
are using to seek information

! "Seek all existing content on website
and social media channels for SEO
(Search Engine Optimization)

! "Consistency equals higher ranking on
Google search engine

53
Case example

! "I’m a young expectant mother looking for more
information on water birth

! "I go to Google and search using key terms Water Birth
and Oshkosh

Any content should include key 54
words or commonly searched terms

55
Credibility of
search rankings

! "How often do you go beyond
page 1 on Google pages for
reference?

! "Typically, consumers think the
higher the ranking the more
credibility

! "It’s like an online recommendation

56

What a blog can
do for your website

! "A blog creates more SEO

! "Which equals more traffic to your
website

! "Which creates more leads

! "Which creates more
captured leads

Social Media and 57

Health Care Reform

! "A lot of conversations taking place online regarding reform

! "Twitter

! "Media

! "Facebook

! "Government

But not a lot of health care organizations
are saying anything

! "Why aren’t more speaking up?

! "Opportunity abounds

! "Brokers are speaking out

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What’s needed in
health care reform?
! "We need interpreters to clearly
communicate the changes
taking place

! "In a non-partisan voice

! "For businesses

! "For consumers

! "For media

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Credit where credit is due

! "Sarasohn-Kahn, M.A., M.H.S.A., THINK-Health. (2008). The
Wisdom of Patients: Health Care Meets Online Social
Media, Prepared for California HealthCare Foundation.
California: iHealthreports.

Social Media in Healthcare: An Overview

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