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Social media “likes” healthcare
                            From marketing to social business

Health Research Institute
April 2012
PwC Healthcare Social Media Report - April 2012
Table of contents



The heart of the matter	                                             2

Liking, following, linking, tagging, stumbling:
social media is changing the nature of
health-related interactions


An in-depth discussion	                                              4

Savvy adopters are tapping into social media
to foster new relationships
Executive summary	                                                   5
Social media is changing online dialogue from one-to-many to
many-to-many, at a phenomenal speed	                                 7
Consumers are broadcasting their wants, needs, and preferences
through social media	                                                8
•	 Social animals
•	 Social studies
•	 Social skills
•	 Social speed
•	 Social networks
•	 Social currency
How health organizations are evolving from social media marketing
to social business strategy	                                        18
A future look: Data generated from individuals can help
complete the patient profile	                                       27




What this means for your business	                                  30

Social media enables organizations to expand
their role with customers




April 2012
The heart of the matter

Liking, following,
linking, tagging,
stumbling: social
media is changing
the nature of
health-related
interactions
When I was in the ER last night, I          Savvy businesses know they must go              hospitals, and health plans. HRI found
tweeted about the interminable wait.        where the customers are. And in 2012,           that one-third of consumers are using
It seemed as though people who weren’t      a rapidly growing number are on social          social media for health-related matters.
that sick got whisked in ahead of me!       media, the space that enables instan-           Most tellingly, they are choosing
Guess what? Someone from the hospital       taneous self-expression and a shared            “community” sites over industry-
heard me! They spotted my tweet and         community experience — at any hour of           sponsored sites. In a week’s snapshot of
responded. And even sent someone            the day with someone in the house next          several health-related companies and
down to talk to me in person.               door or halfway across the globe. The           consumer sites, HRI found that daily
                                            rise of social media has been phenom-           activity numbered in the thousands for
That’s what I love about social media.      enal. Use of social networking sites has        community sites versus in the hundreds
I can write what I want when I want,        grown from 5% of all adults in 2005,            on company sites.
and send it to all my friends, groups,      to half of all adults (50%) in 2011.1 For
and followers in an instant. And, all of    example, Facebook, which began with             Early adopters in the health industry
them can send it to all of their friends,   5 million users in 2005, today has 845          tell PwC that despite concerns about
groups, and followers. It’s like            million participants, more than the             integrating social media into data
my personal electronic megaphone.           entire population of Europe.2 Pinterest,        analytics and measuring its effective-
                                            a social image-sharing site using a             ness, they are incorporating social
Ever since I found out I had diabetes,      virtual “pinboard” interface, just hit          media into their business strategy.
I’ve posted monthly on Facebook             11.7 million unique U.S. users, growing         More than 1,200 hospitals participate
about my struggles managing my              from 1.2 million only six months                in 4,200 social networking sites.5
blood sugar and energy level, and           earlier.3 Twitter has also shown tremen-
lots of people — some I don’t even          dous growth, reporting 460,000 new              With these new opportunities come
know — have swapped healthy recipes,        accounts created on average per day.4           challenges and the likely threat of
sent me tips on where to buy test strips,                                                   agile new entrants into the market.
and even recommended doctors. Some          While industries such as retail and             With transparency, patient expecta-
even had links to YouTube videos.           hospitality quickly saw the potential,          tions rise. And as health organizations
                                            the health sector has been slower               collect more detailed information on
I feel like the healthcare industry is      to move. According to a new survey              its patients, proper safeguards will be
finally getting it. My hospital has a       by PwC’s Health Research Institute              needed to ensure privacy and security.
Facebook page where they post lifestyle     (HRI), hospitals, insurers, and phar-
advice, the drug company shares newly       maceutical manufacturers can benefit            Not long ago, terms such as liking,
released treatment studies through its      from this new form of interactive               following, tagging, and stumbling all
Twitter account, and my insurer even        communication.                                  had very different meanings. But in
has these interactive games that help                                                       the era of social media, they provide
manage my diet and exercise. Best of        With a single key stroke, individuals           the clues that could lead to higher
all, I’ve joined a few patient commu-       can broadcast their attitudes on physi-         quality care, more loyal customers,
nities where I share how I’m doing          cians, drugs, devices, treatments,              efficiency, and even revenue growth.
on certain treatments and see how I
compare to others.
                                            1	 Madde, Mary. Zickuhr, Kathryn. 65%           2	 Facebook, December 2011
                                               of online adults use social networking       3	techcrunch.com/2012/02/07/pinterest-
                                               sites. Pew Internet and American Life          monthly-uniques/
                                               Project, August 26, 2011, pewinternet.org/
                                               Reports/2011/Social-Networking-Sites.        4	blog.twitter.com/2011/03/numbers.html
                                               aspx, accessed on March 28, 2012. pg. 2      5	 Ed Bennett, Found in Cache, ebennett.
                                                                                               org/hsnl/

                                                                                                      The heart of the matter          3
An in-depth discussion

Savvy adopters are
tapping into social
media to foster
new relationships
Executive summary                        Willingness to share informa­    ‑
                                         tion depends on trust. Sixty-one
                                         percent of consumer respondents
According to PwC’s consumer survey       are likely to trust information posted
of 1,060 U.S. adults, about one-third    by providers, and 41% are likely to
of consumers are using the social        share with providers via social media,
space as a natural habitat for health    compared to 37% trusting informa-
discussions. Social media typically      tion posted by a drug company, and
consists of four characteristics that    28% likely to share information with
have changed the nature of inter-        a drug company.
actions among people and organi-
zations: user generated content,         Age is the most influential factor
community, rapid distribution, and       in engaging and sharing through
open, two-way dialogue. This report      social media. More than 80% of
dives into the social world of the       individuals ages 18–24 would be likely
health industry and provides insights    to share health information through
into new and emerging relationships      social media, while nearly 90% of
between consumers and the biggest        individuals would engage in health
health companies that serve them. It     activities or trust information found
examines how individuals think about     via social media. Less than half (45%)
and use the social channel; how some     of individuals ages 45–64 would be
providers, insurers, medical device,     likely to share via social media, while
and pharmaceutical companies are         56% would be likely to engage in
responding; and discusses specific       health activities.
implications for organizations to take
advantage of with this new view into     Consumers are willing to have their
the 21st century patient.                conversations monitored if they get
                                         something in return. One-third of
                                         consumers surveyed said they would
How consumers are                        be comfortable having their social
using social media                       media conversations monitored if that
Consumers are finding answers            data could help them identify ways to
to their wants, needs and prefer‑        improve their health or better coordi-
ences. According to HRI’s survey, 42%    nate care.
of consumers have used social media
to access health-related consumer        A new expectation is being set on
reviews (e.g. of treatments or physi-    response time. More than 75% of
cians). Nearly 30% have supported a      consumers surveyed would expect
health cause, 25% have posted about      healthcare companies to respond
their health experience, and 20% have    within a day or less to appointment
joined a health forum or community.      requests via social media, while nearly
                                         half would expect a response within a
                                         few hours.



                                                  An in-depth discussion       5
Social media information is influ‑               Initiative (eHI), a national association     therapeutics they’ve developed. But
encing decisions to seek care. For               of health information and health tech-       who has a full view of the individual?
example, 45% of consumers said infor-            nology companies, reported that their        Completing the patient profile is the
mation found via social media would              social media efforts were decentral-         likely next step in moving toward
affect their decisions to seek a second          ized and managed by their marketing          higher-quality outcomes-based care,
opinion. More than 40% of respon-                and communications departments. IT           although the prospect raises concerns
dents reported that information found            departments and digital teams were           about privacy protection and who
via social media would affect the way            also identified as owning social media.      owns and controls the information.
they coped with a chronic condition or           Organizations that are strategic about       Life activities and behaviors that indi-
their approach to diet and exercise.             their use of social sites have differenti-   viduals report in social networks open
                                                 ated between social media and social         up a new view of patient health.
                                                 business. Social media was defined as
How organizations are                            the external-facing component that
using social media                               gives and receives customer input,
                                                                                              What this means for
Social media activity by industry                and social business was defined as           the health industry
organizations is dwarfed by                      the place where core operations,             Business strategies that include social
consumer activity. Although eight                like customer service, data analytics,       media can help health industry compa-
in 10 companies evaluated by HRI                 and product development, could               nies to take a more active, engaged
have some presence on various social             use social data.                             role in managing individuals’ health.
media sites, the volume of activity for                                                       Social marketing can evolve into social
companies is in the hundreds versus              Healthcare businesses started to             business with the right leadership and
the thousands of posts, comments, and            listen, but aren’t translating social        investment of resources. Organizations
overall activity observed in commu-              media conversations into practice.           should coordinate internally to effec-
nity sites in a week’s snapshot analysis.        One in two eHI members surveyed              tively integrate information from the
In fact, community sites had 24 times            worry about how to integrate social          social media space and connect with
more social media activity on average            media data into their businesses and         their customers in more meaningful
than any of the health industry compa-           how to connect social media efforts to       ways that provide value and increase
nies over that one-week timeframe.               a return on investment. Some organi-         trust. Insights from social media also
Two out of three organizations in                zations are capturing sentiment and          offer instant feedback on products
the provider and insurer arena allow             standard volume numbers on various           or services, along with new ideas for
individuals to initiate posts on their           sites, while others know that they           innovation. Organizations that can
Facebook pages, known as “walls.” But            need to go beyond capturing “likes”          incorporate this information into their
fewer than one in three pharmaceu-               and “followers” to collecting qualita-       operations will be better positioned to
tical companies, which operate under             tive engagement metrics.                     meet the needs of today’s consumers.
stricter regulations, have walls avail-
able for individuals to initiate posts.          Data from interactions in social
                                                 media can complete the patient
Marketing/communications leaders                 profile. Patients know how they
tend to manage social media strate‑              feel, providers know how they treat,
gies. The majority of HRI interviewees           insurers know what they cover, and
and members from the eHealth                     drug manufacturers know what




6          PwC Health Research Institute | Social media “likes” healthcare
“ f you want to connect with people and be
 I
 part of their community, you need to go
 where the community is.”
 Ed Bennett, University of Maryland Medical Center



Social media changes                      achieve their goals.” For example, last
                                          year Aetna partnered with a social
online dialogue
                                          media company to offer members
from one-to-many to                       Life Game, an online social game to
many-to-many, at a                        help engage people to achieve their
phenomenal speed                          personal health and wellness goals.

                                          In the past, a company would connect
The term “social media” is used           with its customers via mail or a website,
widely, but remains ill-defined.          but today’s dialogue has shifted to
This instantaneous communica-             open, public forums that reach many
tion channel consists of four unique      more individuals. Early adopters of
characteristics that have changed the     social media in the health sector are
nature of interactions among people       not waiting for customers to come to
and organizations: user generated         them. “If you want to connect with
content, community, rapid distribu-       people and be part of their community,
tion, and open, two-way dialogue.         you need to go where the community
Common platforms are Facebook,            is. You need to be connecting before
Twitter, and YouTube. In health,          you are actually needed,” explained
examples of community sites include       Ed Bennett, who oversees social media
Caring Bridge, Daily Strength, and        efforts at the University of Maryland
BabyCenter.                               Medical Center.

The health industry has been slow to      And social media is becoming a plat-
embrace social media, but is begin-       form for internal discussions as well.
ning to see the benefits. In extensive    “Our employees and physicians have
interviews with industry leaders, HRI     had fruitful and provocative discus-
found many social media converts.         sions using IdeaBook, our internal
Aetna, one of the nation’s largest        social collaboration tool. The capacity
insurers, is among them. “Engagement      for this candid internal collaboration is
is so important, but can be hard to       crucial for our organization and essen-
achieve,” said Meg McCabe, Aetna’s        tial to effectively running an organiza-
head of consumer solutions. “We’ve        tion in the 21st century,” said Vince
been piloting several new social          Golla, digital media and syndication
health platforms, and we’re seeing        director, Kaiser Permanente.
that they can really make a difference.
Building connections among people
with similar health challenges gives
us a much better shot at helping them




                                                    An in-depth discussion       7
Consumers are broadcast-                            information. “People like to access            Social animals: Young invin-
ing and finding answers                             and connect with other people’s                cibles are most willing to share,
to their wants, needs,                              stories, even if they’re unwilling to          baby boomers are least likely
and preferences through                             share their own,” said Ellen Beckjord,
                                                    assistant professor at the University          Based on age factor alone, the “young
social media
                                                    of Pittsburgh Medical Center and               invincibles” ages 18–24 lead with the
Social media presents new opportu-
                                                    Hillman Cancer Institute, whose                most social media activity, while the
nities for how individuals manage
                                                    research has focused on how making             baby boomers ages 45–64 are least likely
their health, whether researching
                                                    health information available electron-         to post or comment on any channel.
a particular illness or joining a
                                                    ically can affect disease management.          More than 80% of individuals ages
support group to share experiences.
                                                                                                   18–24 would be likely to share health
The virtual aspect of social media
                                                    HRI’s consumer survey found that               information through social media, while
enhances communications by creating
                                                    Facebook and YouTube are the most              nearly 90% of individuals would engage
a comfortable, often anonymous, envi-
                                                    commonly used social media channels            in health activities or trust information
ronment for engaging and exchanging
                                                    for viewing health-related informa-            found via social media. Less than half
                                                    tion. A 2011 National Research Corp.           (45%) of individuals ages 45–64 would
6	 National Research Corporation Ticker             survey of approximately 23,000                 be likely to share via social media, while
   Survey: hcmg.nationalresearch.com/
   public/News.aspx?ID=9                            respondents produced similar results.6         56% would be likely to engage.




Figure 1: Impact of age level and health status on likelihood to engage, trust, and share about health using social media
                                               6	 National Research Corporation Ticker
                                                  Survey: http://hcmg.nationalresearch.
                                                  com/public/News.aspx?ID=9
                                             Excellent health




                                                                                                                  Most likely             Least likely
                Trust           Share

                                                                                                        Share: How likely are you to share
                                                                                                        health information through social
                                                                                                        media with health-related
                                                                                                        companies/individuals*?
               15       18-24      30   35     40      45       50   55      60    65+                  Trust: How likely are you to trust
Age                                                                                                     health information posted online
                                                                                                        through social media by health-
                                                                                                        related companies/individuals?
                                                                                                        Engage: Have you ever viewed health
                                                                                                        related information or done health-
                    Engage                                           Share        Trust   Engage
                                                                                                        related activities using social media?


                                                                                          n = 1,060    * ealth-related companies/individuals include
                                                                                                        H
                                                                                                        hospitals, doctors, pharmacies, health insurers,
                                                                                                        drug companies, etc.
                                               Poor health
                                                                                                        Source: PwC HRI Social Media
                                                                                                        Consumer Survey, 2012




8          PwC Health Research Institute | Social media “likes” healthcare
“Our patient support groups serve as a real-time referral network.”
 Ryan Paul, Children’s Hospital Boston




When considering both age and health        Figure 2: Percentage of consumers viewing health information through social media
status, respondents ages 18-24 in good
health were also more likely to share
via social media and trust information      Health-related consumer reviews*                                            Breakdown of consumer review types:
posted via social media (See Figure 1.)                          42%                                               =              +               +                 +
Alternatively, those ages 18-24 in poor                                                                                 12%            11%             10%              9%
                                            Friends’/family health experiences
health were most likely to engage.                                                                                      Medications Doctors            Hospitals        Health
                                                             32%
Respondents over age 65 in poor                                                                                         or treatments                  and other
                                                                                                                                                       medical
                                                                                                                                                                        insurers

health were the least likely to trust,      Other patients’ experiences with their disease                                                             facilities
                                                            29%
share, and engage using social media.
                                            Health-related videos/images posted by patients
In addition, lower-income Medicaid                       24%
beneficiaries were the most willing         n = 1,060
to share at 64%, while individuals
with employer-based insurance were
                                           *Consumer reviews of medications or treatments, hospitals and other medical facilities, doctors, health insurers
the least willing to share via social
                                            Source: PwC HRI Social Media Consumer Survey, 2012
media at 51%. Those with individual
insurance and no insurance were also
among those who are most likely to
share and engage in health-related         of quotes regarding our patient care,”
social media activities.                   said Ryan Paul, social media specialist
                                           at the hospital. “This serves as the best
Social studies: Patients are               type of validation for new patients
using social media to better               looking for a hospital and for people
educate themselves                         to connect with others like them.”

When consumers are faced with a            According to the HRI survey, 42%
health decision, social media can          of consumers have used social media
provide a new avenue of information        to access health-related consumer
and dialogue. Some may share a health      reviews. (See Figure 2.) Thirty-two
goal to generate support or engage in      percent of respondents have used
a patient community to interact with       social media to view family/friend
other patients. At Children’s Hospital     health experiences, and 29% have
Boston — which had nearly 700,000          sought information related to
Facebook “likes” as this report was        other patients’ experiences with
released — prospective patients use        their disease.
disease-specific support groups to learn
more about the hospital’s treatment or
clinical divisions from other patients.
“Our patient support groups serve as
a real-time referral network, which is
very different than giving people a list




                                                                                                                              An in-depth discussion                         9
Beyond viewing health-related inform-           Research Branch. Social media also           patient to evaluate and improve
tion through social media, nearly 30%           helps satisfy a patient’s desire for self-   his or her conditions as well as the
of respondents said they supported a            service and access to information at         system’s performance,” said Jamie
health-related cause or commented               multiple touchpoints.                        Heywood, co-founder and chairman
on others’ health experiences. (See                                                          of PatientsLikeMe.
Figure 3.) Although some organiza-              Social skills: Increased access
tions fear that creating a social media         creates new expectations for                 The popular site tackles information
presence will open a flood of negative          transparency                                 and healing needs with peer care and
comments, individuals are more likely                                                        health data tools. “We’re capturing the
to share positive health-related experi-        Social media has raised consumer             relationship of caring for the individual
ences via social media than negative            expectations. “As more people go             by building a new kind of partnership
experiences. (See Figure 4.) HRI inter-         online to interact with their banks and      between the patient, their data, and
views also found that most consumer             make purchases, they want to do this         enterprises with the products that
comments online tend to be positive.            with their doctors, health plans, and        need to learn from them,” Heywood
                                                condition and disease management             said. Perhaps most significantly,
Although health activity on social              as well. Social media has brought an         PatientsLikeMe works with pharma-
media lags behind non-health related            expectation for a different kind of          ceutical companies to use patient-
activity, it’s expected to catch up in          connection that already exists in their      reported outcomes to inform the
the future. Twenty-seven percent of             daily lives,” said Laura Clapper, MD,        research and development processes.
consumers reported posting reviews              chief medical officer of the online
of restaurants, hotels or products,             community OneRecovery. (See more
while 17% said they posted reviews              on OneRecovery in Case study 1.)
of doctors.
                                                Several industry interviewees
The accessibility of social media               pointed to social media sites such as
comes at an auspicious time for                 PatientsLikeMe, an eight-year-old
consumers who now pay significantly             health data-sharing platform, which
higher portions of their care. With             help patients connect with each other
insurance deductibles at an all-time            and access relevant health informa-
high, consumers are more prone to               tion. PatientsLikeMe connects more
shop around. “The democratization               than 140,000 patients with others
of information through social media             who have life changing conditions,
is shaping the clinical encounters and          such as Parkinson’s and Lou Gehrig’s
the patient/provider relationship.              disease. “Social networks will peel
It continues to bridge the informa-             back every corner of the health system
tion divide,” said Wen-ying Sylvia              and drive transparency on cost,
Chou, program director for the                  value, and outcomes. The information
National Cancer Institute’s Health              asymmetry that patients experience
Communication and Informatics                   will be levelled, allowing the average




10        PwC Health Research Institute | Social media “likes” healthcare
Figure 3: Percentage of consumers who use social media for health-related activities




 Support health-     Comment on          Post about          Join health       Track and       Post reviews      Post reviews    Share health-           Post reviews
 related cause       others’ health      health              forum or          share health    of doctors        of medications/ related videos/         of health
                     experiences         experiences         community         symptoms/                         treatments      images                  insurers
                                                                               behavior



 28%                 27%                 24%               20%                 18%             17%               16%               16%                    15%




n = 1,060


Source: PwC HRI Social Media Consumer Survey, 2012




Figure 4: Likelihood of sharing positive and negative health experiences via social media*



 Care             Experience       Specific          Health        Cost of         Coverage     Cost of care                 *Consumers responding likely or very likely
                                                                                                                              to share an experience using social media
 received         with             doctor,           insurer       health          by health    at a hospital/
 at hospital/     medication/      nurse,            customer      insurance       insurer      healthcare                    Source: PwC HRI Social Media
 medical          treatment        healthcare        service                                    provider                      Consumer Survey, 2012
 facility                          provider




     44%             43%              42%              40%             37%            36%            36%

                                                                                                                 positive




                                                                                                                 negative


                                      35%              37%             35%            34%            35%
     40%             38%


n = 1,060




                                                                                                                            An in-depth discussion                    11
Case study 1




     Recovering addicts get 24/7 support through social media start-up


     Behavioral health is an area in which the round-the-                   How it works
     clock support of social media fits well. “Substance abuse
                                                                            •	 Members are invited by health plans, treatment
     is one of those things that can negatively impact the
                                                                               centers, or other members “in good standing.”
     course of anything else you need to manage medically
                                                                               The company has partnerships with five health plans
     (e.g. diabetes can be complicated by an alcohol addic-
                                                                               and numerous employers, treatment centers, and
     tion),” noted Yan Chow, MD, director of Innovation and
                                                                               other providers.
     Advanced Technology at Kaiser Permanente. “Recurrent
     cycles of cure and relapse make the management of other                •	 Members can tap into various specialists and peer
     conditions more challenging and expensive.”                               networks through their smartphones or computers.
                                                                               And, they can aspire to help others as well. Members
     More than 20 online sites such as In the Rooms,                           active for at least one year who have an established
     Recovery Realm, and Addiction Tribe provide virtual                       reputation on the site can become senior peers,
     tools to supplement treatment programs by connecting                      offering one-on-one support.
     individuals to the support they need around the clock.
     OneRecovery is an example of a company that has                        •	 Evidence-based clinical tools combined with interac-
     created a consumer model that uses the mobile phone                       tive social and gaming technologies help members
     to connect individuals with a community of people who                     manage their recovery. More than 80% of members
     share their experiences. This type of program can scale                   use a tool called the “recovery clock”, which allows
     up self care without necessarily scaling up traditional                   them to start their timekeeping from the beginning of
     medical resources.                                                        recovery and alerts the network when someone needs
                                                                               to “restart” their clock due to a relapse. Members can
     Motivated by his own experience with addiction and                        check in with emoticons to inform others about how
     recovery, David Metzler combined his expertise around                     they are feeling. This allows the members’ peers to
     gaming and technology into OneRecovery, a “social                         intervene when there’s a “high risk” emoticon selected.
     solutioning” company aimed at recovering addicts.”
     OneRecovery is an invitation-only community of more
     than 40,000 members. Unlike traditional treatment models                 OneRecovery’s Social Solutioning® Platform, 2012
     in which health plans, physicians, or treatment providers
     may call to “check in” on patients, through OneRecovery,                                                        “Effective”
     “Members really are in control of how they share and                                                            	Clinical principles reinforce and
                                                                                                                        extend the reach and impact of
     participate. People can really feel like they own this                                                             the professional.
     process,” said Laura Clapper, MD, chief medical officer.
                                                                                                       Clinical
     The model is changing how providers track patients’                                              Principles

     progress. “OneRecovery provides a behavioral record
                                                                                                       Structured
     about how individuals and populations are doing                                                  peer support
     post treatment,” said chief marketing officer Drew                                                 network

     Paxton. “Organizations focused on quality and patient                                     Social            Game
                                                                                             Technology        Mechanics
     outcomes now have access to a new level of analytics.”
     OneRecovery recently launched a platform which
     allows connected health plans and providers to access
     patients’ health reports (with the patients’ approval).
                                                                              “Supportive”                           “Engaging”
                                                                              	
                                                                               Peer communities where                	
                                                                                                                      Leverages stickiness of game
     Although a member may initially get referred for an                       members help peers manage              science to drive behavior change.
                                                                               chronic conditions.
     addiction-related disorder, they can join additional
     communities where they can get support for other
     conditions, such as depression or anxiety.                               Source: OneRecovery, 2012




12        PwC Health Research Institute | Social media “likes” healthcare
PatientsLikeMe demonstrates that            HRI also found that about one-third        Figure 5: Consumers’ feelings on doctors
despite privacy concerns, many              of consumers would be comfortable          going to online physician communities for
consumers are open to sharing infor-        having their social media conversa-        advice related to their health situation

mation via social media if it holds the     tions monitored if it were to help
potential to improve their health. More     improve their health, treatment,
than half of consumer survey respon-        coordination of care, or management                                     54%
dents told HRI they would be comfort-       of their chronic illnesses.                                             Comfortable or
                                                                                                                    very comfortable
able with their doctor going to an online
physician community to seek advice if       Social speed: Healthcare is on
the doctor were to gain information to      a new response clockwatch
treat them better. (See Figure 5.)                                                                                                     17%
                                            As consumers take advantage of social                     9%
Online physician communities like           media to instantly and publicly express
Sermo, a community of 130,000               their opinions, experiences, and reac-        14%
doctors, have realized the power of         tions, they expect faster responsive-
sharing information. The site allows        ness from healthcare organizations.
physicians to join free of charge and       “Truly social brands will listen to what
is funded by companies interested in        customers are saying and feeling and
surveying physicians for treatment or       use that insight to adapt and create
                                                                                                23%
business research. “This is more than       products and services,” said Kelly
networking — it’s collaboration and         Colbert, director of strategic adver-
                                                                                                                                       37%
interacting for learning and treatment      tising at the insurer WellPoint.
purposes. Our physician members                                                        n = 1,060
share information with the end goal
of enabling better patient outcomes,”
said Richard Westelman, Sermo’s                                                           Very comfortable
chief operating officer. “The next                                                        Comfortable
evolution is how healthcare providers                                                     I don’t care
and patients start interacting with                                                       Uncomforable
each other. When, and in what setting,                                                    Very uncomfortable
will they come together?”
                                                                                       Source: PwC HRI Social Media Consumer Survey, 2012




                                                                                                     An in-depth discussion                 13
More than 75% of consumers                                   University Hospitals, was monitoring
                                           surveyed would expect healthcare                             the Jefferson brand on Twitter and
                                           companies to respond within a day                            saw that a patient in the Hospitals’
                                           or less to a request for an appoint-                         Headache Center was complaining on
                                           ment via social media, while nearly                          the social media site of his long wait.
                                           half would expect a response within                          Goldstein, who was off campus, texted
                                           a few hours. (See Figure 6.) In addi-                        the interactive marketing team to
                                           tion, 70% of consumers would expect                          check out the waiting room and found
                                           healthcare companies to respond                              that the patient had not signed in at
                                           within a day to a request for informa-                       the computer kiosk. Within a matter
                                           tion via social media, while just over                       of minutes, they were able to resolve
                                           40% would expect a response within                           the matter. The incident highlighted
                                           a few hours. Josh Goldstein, director                        the value of monitoring the Jefferson
                                           of social media at Thomas Jefferson                          brand on social media channels.



                                           Figure 6: Expectations for how quickly a healthcare company should respond when
                                           contacted through social media



                                            Request an appointment or             Request information                    Post a complaint about a
                                            follow up                                                                    service, product, or experience



                                                                            76%
                                                                                                                   70%
                                                                                                                                                       66%


                                                  49%
                                                                                         42%
                                                                                                                               39%
                                           29%
                                                                                  23%                                    22%




                                              1    3    6    9    12   18    24      1    3     6   9    12   18    24     1    3    6   9   12   18    24   hrs

                                           n = 1,060



                                               Within 1 hour           Within a few hours           Within a day or less


                                           Source: PwC HRI Social Media Consumer Survey, 2012




14   PwC Health Research Institute | Social media “likes” healthcare
45% of consumers said information from social
                                           media would affect their decisions to seek a
                                           second opinion.



Social networks: Information               Figure 7: Likelihood of information found via
is influencing decisions about             social media affecting health decisions
how and when to select treat-
ments and providers
                                           Seeking second opinion from another doctor
                                                                45%
Consumers are increasingly using
information from social media to           Coping with chronic condition or pain
assist in making healthcare choices.                            42%
For example, 45% of consumers said         Approach to diet, exercise, or stress management
it would affect their decision to seek a                         42%
second opinion. (See Figure 7.) More
than 40% of respondents reported that      Choosing specific hospital/medical facility
                                                               41%
information found via social media
would affect the way they coped with       Choosing specific doctor
a chronic condition, their approach to                             41%
diet and exercise, and even their selec-
                                           Taking certain medication
tion of a specific doctor.
                                                            34%

Education levels may also play a           Undergoing specific procedure or test
role in determining whether a facil-                      33%
ity’s social media presence affects
                                           Choosing health insurance plan
purchasing decisions. Individuals                         32%
with lower education levels tended
                                           n = 1,060
to be more influenced by a hospital’s
social media presence when making
treatment decisions than those with        Source: PwC HRI Social Media Consumer Survey, 2012

higher education levels.




                                                                                                An in-depth discussion   15
Across the health industry, consumers           Figure 8: Percentage of respondents                  Figure 9: Percentage of respondents finding
seem to value information and services          finding value in services offered by                 value in services offered by health insurers
that will help make their healthcare            healthcare providers via social media                and drug companies via social media media
easier to manage. More than 70%                 Percentage represents a response of                  Percentage represents a response of
of consumer survey respondents                  somewhat or very valuable                            somewhat or very valuable
would appreciate receiving assistance
from healthcare providers via social
                                                Availability of doctor appointments                  Discounts or coupons
media with referrals and appoint-
                                                                                           72%                                               68%
ment scheduling, while 69% would
                                                                                                                                             67%
value offers to save money and receive          Appointment reminders
support post-discharge. (See Figure                                                       71%        Voice complaints/seek customer service
8.) Regarding the services offered by           Referral to specialists                                                                    65%
insurers and drug companies via social                                                   70%                                                 67%
media, consumers find similar value,
                                                Discounts or coupons for services                    Appointment reminders
with the most interest being ways to                                                     69%                                            58%
save money and seek customer service.
                                                Continued support post-treatment/discharge                                                   67%
(See Figure 9.)
                                                                                69%
                                                                                                     Information to find cheapest medication
                                                Voice complaints/seek customer service                                                     65%
                                                                                68%                                                          67%
                                                Patient reviews of doctors                           Treatment reminders
                                                                                        68%
                                                                                                                                        60%
                                                Treatment reminders                                                                        65%
                                                                                        68%
                                                                                                     Support groups for similar patients
                                                Current ER wait times                                                                 56%
                                                                                       65%
                                                                                                                                        58%
                                                n = 1,060
                                                                                                     Share positive experiences with other patients
                                                                                                                                     53%
                                                Source: PwC HRI Social Media Consumer Survey, 2012
                                                                                                                                     54%

                                                                                                     Games/contests encouraging healthy behavior
                                                                                                                              42%
                                                                                                                              42%

                                                                                                     n = 1,060



                                                                                                        Drug company
                                                                                                        Health Insurance


                                                                                                     Source: PwC HRI Social Media Consumer Survey, 2012




16        PwC Health Research Institute | Social media “likes” healthcare
Social currency: Providers have                        than an organization,” said Kathryn        Mark Brooks, chief technology officer
the highest trust, drug compa-                         Armstrong, senior producer of web          at Health Net, sees social media as
nies the lowest                                        communications at Lehigh Valley            a bridge: “In this business, we facili-
                                                       Health Network. While insurance and        tate relationships, so we really think
Consumer survey respondents said                       drug companies might try to communi-       about social media as not just a tech-
they would be most likely to trust                     cate with their customers through the      nology and a process, but also as a
information posted via social media                    Internet or telephone, very few have       capability that can help drive connec-
from providers (doctors, hospitals),                   direct, personal interactions with their   tions in the value chain more effec-
and would be most likely to share                      customers. And while medical tech-         tively.” As building these relationships
information with providers via social                  nology companies will disseminate          becomes increasingly important to
media, over health insurance or drug                   information via their product sites,       establishing trust and credibility with
companies. (See Figure 10.)                            very few have actually engaged with        consumers, healthcare companies will
                                                       patients due to regulatory concerns.7      need to reconsider their approach to
Why do individuals trust their                         Healthcare providers have the ability      these relationships.
doctors the most? Human relation-                      to form human relationships and
ships. “You want to trust and connect                  connections with their patients, which     7	 PricewaterhouseCoopers Med Tech
with the people providing you the                      ultimately leads to increased trust.          Focus: Social media opens new interaction
care. It’s easier to trust a person                                                                  channel for medtech companies and
                                                                                                     their customers, enhancing innovation
                                                                                                     opportunities, 2011
                                               7	 PricewaterhouseCoopers Med Tech
Figure 10: Likelihood to trust or share informationFocus: Social media opens new
                                                    via social media
                                                   interaction channel for medtech
                                                   companies and their customers,
                                                   enhancing innovation opportunities, 2011

 Doctor                      Hospital                Health insurer      Drug company




                                                                                           Likely
            61%                         55%                  42%               37%         to trust
                                                                                           information




                                                                                           Likely
            41%                         39%                  34%               28%         to share
                                                                                           information




n = 1,060


Source: PwC HRI Social Media Consumer Survey, 2012




                                                                                                             An in-depth discussion        17
Figure 11: Benefits of the digital social environment                                            much more than media, it’s a social
                                                                                                 strategy.” (See Figure 11 for indi-
                                                                                                 vidual and company benefits of the
 Individuals                                          Healthcare companies                       digital social environment.)
 –– View what others are experiencing in terms        –– Demonstrate timely and thoughtful
    of symptoms, reactions to treatments                 responses to problems                   Aetna is approaching social media in
 –– Feel supported and not alone                      –– Understand in-between visit conversa-   three ways, said McCabe: “Becoming
 –– Research information to help ask better              tions, behaviors, feelings              a social business in how we leverage
    questions to providers, insurers and others       –– Reach a new audience for health         social technologies to collaborate
                                                         education and service
 –– Find real-time information and exchange                                                      within the organization, devel-
    for a network of information                      –– Delegate spokespeople and lay
                                                                                                 oping a social brand in the way we
                                                         referral agents
                                                                                                 communicate and engage with our
Source: PwC Health Research Institute                                                            customers, and encouraging social
                                                                                                 health within public or private
                                                     How health organiza-                        communities to empower others
                                                                                                 to lead healthier lives.”
                                                     tions are evolving
                                                     from social media                           Another example of converting
                                                     marketing to social                         social media into business strategy
                                                     business strategy                           is Mercy’s experiment with the
                                                                                                 customer referral concept. “We’re
                                                     Marketing typically owns social             trying to capture the word-of-mouth
                                                     media in the beginning, but that            referral patients use all the time and
                                                     soon evolves. In HRI’s survey of eHI        make it easy to do via social media,”
                                                     members, 82% of respondents said            said Brad Herrick, director of digital
                                                     their social media efforts are managed      marketing at the 28-hospital system
                                                     by marketing/communications.                in the Midwest. Mercy is creating
                                                     However, as an organization’s social        an application that allows people to
                                                     media use grows, its purpose quickly        “share” their doctors on Facebook,
                                                     morphs into customer service, inno-         and the physician’s Mercy profile will
                                                     vation, and service/product devel-          appear on an individual’s Facebook
                                                     opment. “As people go through life          page. “Once our physicians agree
                                                     events and their health journey, they       to have their Mercy profile shared,
                                                     have changing interests in health,”         they don’t need to do anything
                                                     said Ann Sherry, senior director of         else — this allows them to be some-
                                                     Kaiser Permanente’s Internet services.      what social media savvy even if they
                                                     “They want and need different tools         don’t have their own professional
                                                     and different interactions. To say          Facebook page.”
                                                     we are going to have a social media
                                                     strategy would not be enough — it’s




18             PwC Health Research Institute | Social media “likes” healthcare
Listen, participate                                   knowing — it can involve looking at          handle on negative chatter. On a posi-
and engage through                                    company or brand sentiment, tracking         tive note, companies that “listen” well
external forums                                       touchpoints to various social media          draw new ideas for services and use
Markets can shift quickly, and social                 sites, and analyzing comments and            patient-reported health information to
media enables organizations to gauge                  discussions for qualitative patterns.        inform the business.
the pulse of the public to diffuse a
problem or tap new opportunities.                     Here’s an example. Nurses within             “No one has fully tapped into the
(See Figure 12.)                                      a social network were discussing             explosion of socially generated data
                                                      defects with a specific drug. The drug       to understand what it means,” said
Listen                                                maker’s executives had no knowl-             Kevin Noble, director of interactive
                                                      edge of the defects — or the nurses’         marketing at Genentech. “My percep-
“One of the greatest risks of social                  discussions — until the chatter was          tion is that the next level of intercon-
media is ignoring social media,” said                 discovered by regulatory authorities         nectedness will be between pools of
Don Sinko, chief integrity officer of                 on one of the drug company’s social          people who weren’t previously that
Cleveland Clinic. “It’s out there, and                media sites. After this experience,          close. Social media has the ability to
people are using it whether you like                  the company quickly established a            pull together a fragmented industry,
it or not. You don’t know what you                    capability to mine information from          with the patients and their informa-
don’t know.” “Listening” is the start to              the social online community to get a         tion in the center.”



Figure 12: Social media participation model for businesses




  Listen                Actively monitor and capture conversations to      –– Company/brand
                        analyze and understand the meaning of what is         sentiment
                        being said, the sentiment of the discussion, and   –– New discoveries
                        what influence it has over audiences
                                                                           –– Patient outcomes



  Participate           Proactively post and publish content on social     –– Sponsor
                        media-enabled platforms to communicate a              education
                        message to an audience, but not necessarily        –– Corporate
                        engage them in a conversation                         messaging



  Engage                Actively interact in one-to-one, one-to-many       –– Customer service
                        or many-to-many conversations within social        –– Fundraising
                        media in order to freely exchange information
                                                                           –– Champion a
                        and advance a discussion
                                                                              health related
                                                                              event or condition

Source: PwC Health Research Institute




                                                                                                             An in-depth discussion       19
Participate                                      Engage                                     Extend the customer
                                                                                            experience beyond a
Listening is just the first step for             Engaging means having a mean-              clinical encounter
healthcare businesses. As social media           ingful, active presence in the social
use increases, new opportunities                 space. “That kind of relationship is       In the retail world, good customer
for innovation emerge as consumer                different than the old model of coming     experience leads to retention and,
insights and ideas become more acces-            in when the patient is sick. The new       better yet, recommendation and
sible. Companies need to actively                model is about connecting into the         loyalty. Historically, the health
manage the data collected to capture             member’s life decisions when they’re       industry has not had to compete for
potential opportunities and respond              healthy — about what food to buy           customers in the same way, but the
appropriately. This may require taking           or what type of physical activity to       rising demand for value is forcing
action to remedy negative activity               participate in,” said Chow of Kaiser       companies to find different ways to
or information shared in the social              Permanente. Before engaging, orga-         get closer to their customers. (See
space. If there’s a negative post on             nizations need to think about what         Case study 2.) “Companies need to
any of Cleveland Clinic’s social media           they’re looking for and why they want      use health-oriented versus product-
forums, including Facebook, Twitter,             to be there. Social media invites inter-   oriented social media. They need to
and blogs, there’s a process to respond          action, unlike a static webpage, where     start communicating with the patient
both privately and publicly within a             content can be developed once and          need in mind,” said Greg Simon,
designated amount of time.                       revisited and refreshed later.             former senior vice president of
                                                                                            patient engagement at Pfizer.
Even with the potential for negative             “Facebook is turning into a behind-
publicity, Lee Aase, director of Mayo            the-scenes customer service forum
Clinic’s Center for Social Media,                for answering people’s questions,”
argues there can still be benefits to            explained Paul of Children’s Hospital
engaging. “If you’re concerned about             Boston. “When people have trouble
the ‘give and take’ aspect, then just            finding what they need on our
‘give.’ This is half of it — you can use         website (or sometimes they don’t
these tools to spread your message               even check the website), they will
farther and at least start to create a           come to Facebook and ask for help,
connection with your organization.”              including how to change an appoint-
                                                 ment, how to find a certain doctor,
The response to negative feedback can            etc.” Children’s encourages people to
carry equal or more weight than posi-            participate in its various social media
tive consumer engagement programs.               forums including Facebook, YouTube,
“Today, your organization’s digital              Twitter, and its blogs, but warns them
identity is your identity,” said Mark            against posting medical information
Langsfeld, co-founder of the social busi-        and considering information posted as
ness intelligence company ListenLogic.           medical advice. (See Figure 13: “Week
“The press is following what people do           in the life of social health” for other
on the web. Before, the press is what            ways organizations are engaging in
drove these insights, and now it’s flip-         social media.)
flopped. Consumers are driving what
they want as a whole community.”



20         PwC Health Research Institute | Social media “likes” healthcare
Case study 2




   Health system internalizes social media to improve operations


   What started as a social media experiment for Arlington,    •	 Crowd-sourced problem solving: For example, when
   Texas-based Texas Health Resources nearly three years          there was an unexpected surge in emergency room
   ago has resulted in a cultural transformation. Despite         visits, the chief nursing officer reached out to the staff
   initial reservations, Texas Health embraced the stra-          to determine if additional support was needed.
   tegic view that “social media reflects the kind of future
   where healthcare is headed and can offer new ways and       •	 Creating affinity groups: More than 100 “affinity”
   delivery mechanisms to reach out to the community to           groups have been formed, including ones around
   encourage personal health responsibility,” said Edward         weight loss, innovation, and sports. “We have formed
   Marx, chief information officer for Texas Health and an        a sports team where each member is from a different
   active blogger and Twitter enthusiast.                         entity in our health system. Four out of the five team
                                                                  members were picked up via the network,” said Marx.
   But before Texas Health could be effective in engaging
   customers externally, they wanted to develop an
                                                               Texas Health Resources social media model
   internal culture of collaborating from operations issues
   to customer service related issues. The effort started      Cross-functional social media steering committee

   with an interdisciplinary committee that developed a        CIO                                       Sr. VP Legal
                                                               CMIO                                      Sr. VP Human REsources
   simple social media policy based on trust of employees      President                                 Director of Marketing
   with access to social media. “Once the gates were open,     Sr. VP Marketing  Communications         Director of Communications
                                                               Sr. VP Compliance                         Director of Public Relations
   people joined in. There was an untapped desire to do a
   lot with social media,” said Marx.                             Internal social media                    External social media
                                                                  Knowledge sharing                        Disease education and support
   Social media has become a way of life for the multi-           Innovation                               Community building
                                                                  Communication and team building          Employee recruitment
   hospital system and is embedded in many aspects of
   its business. (See Figure.) The system engages with
   patients and community through Facebook, Twitter,
   and blogs, connects with employees and physicians
   through an internal social platform, and recruits              Community                  Satellite
                                                                                                             Existing
                                                                                                                                  Potential
                                                                                                           and potential
                                                                  physicians                  sites                              employees
   talent through LinkedIn.                                                                                  patients


   Although internal social networking is voluntary, more
   than 3,500 employees out of Texas Health’s 21,500
   employees are active members. Following are ways it’s
                                                                                                                       Business
   being used:                                                                                                         partners


   •	 Education and knowledge sharing: For example, the
                                                               Source: Texas Health Resources, 2012
      chief medical information officer created a presenta-
      tion on health information exchanges through input
      given via the network.




                                                                                                           An in-depth discussion             21
Figure 13: A week in the life of social health


        Over one week in February 2012, PwC’s Health Research                     there were lower overall membership counts among the
        Institute tracked the social media activity of healthcare                 healthcare companies than communities, on average
        companies (providers, insurers, pharma companies)                         more than 100 new members engaged with each company
        and online consumer communities to create a “week in                      throughout the week. Further, the interactions that did
        the life of social health” snapshot. The communities had                  take place were high-quality touchpoints between organi-
        the largest membership and interaction — by both the                      zations and consumers, where they shared an educational
        community moderators and the consumer members.                            resource or resolved a customer service issue. Despite
        Community sites had 24 times more social media activity                   concerns by industry leaders that social media triggers
        on average than any of the health industry companies —                    negative conversation, more than 80% of interactions
        a single post in a community could generate several                       were neutral and only 5% were negative.
        hundred comments. Communities remained active on
        the weekends and were mostly driven by their consumer
        members; whereas, provider, pharmaceutical, and insurer
        groups had minimal activity on the weekends. Although


                                                                                  24x
                                                                                  Community sites had 24 times more social
                                                                                  media activity on average than any of the
                                                                                  health industry companies.


                                                     5%
                                                     Despite concerns that social media will solicit negative
                                                     conversations, the majority of mentions across all organization
                                                     types were neutral and only 5% were negative.



                               Average new likes, followers and views per organization            Sentiment analysis*
                               Likes               Followers          Views                       Positive         Neutral                   Negative
           Provider               110                    267            3,327                       72                    305                  18
           Pharma                  148               109                     17,119                  110                           681          50
           Insurers               103               12                 120                          67                       416               16
           Communities                       711      158                             53,822      *Average sentiment in social media mentions per organization




Source: HRI Week in the Life Of Analysis, 2012




22              PwC Health Research Institute | Social media “likes” healthcare
Consumer interactions with organizations via Facebook and Twitter
Activity measured in likes, shares, and comments



                                                A community posted a question to members: “When did you
                                                deliver your baby?—early, late, or on time?” and received:
                                                61 likes                                                                                   Consumer
                                                                                                                                             activity
                                                766 comments
                                                                                                                                                 high:
                                                                                                                                                 6,778

                                                                                                                                                 low:
            Communities                                                                                                                          4,987



                                                                                                An insurer gained new members by hosting
                                                A provider used quizzes to engage its           a contest to reach its 15,000th page Like.
                                                members. A quiz about Vitamin D had:            The contest post received:
                                                35 likes                                        321 likes
                                                3 shares                                        5 shares                                   Consumer
                                                35 comments                                     16 comments                                  activity
                                                                                                                                                 high:
                                                                                                                                                 633



                                                                                                                                                 low:
            Provider                                                                                                                             6
                                                                                         A pharma manufacturer alerted members
            Pharma                                                                       about a product recall which resulted in:
                                                                                         12 likes
            Insurer                                                                      47 shares
                                                                                         12 comments


 Monday                 Tuesday                Wednesday           Thursday              Friday                   Saturday              Sunday




Consumer                                                                      Organization
Engagement with organizations’ Facebook sites                                 Activity on their own Facebook sites
Consumers use provider sites to connect and share, but they treat             Providers, insurers, pharma companies and communities use
insurer, pharma, and communities as a forum to give feedback.                 their sites to provide health information or answer questions.

      Providers         Pharma           Insurers            Communities            Providers            Pharma              Insurers          Communities
3%                5%               1%                  1%                     52%                  35%                55%                88%
31%               48%              96%                 69%
                                                                                                   8%
                                                                              18%                                     23%
                                                                                                                                         5%
66%               47%              3%                  30%                    30%                  57%                22%                7%

     Asking questions     Providing feedback        Sharing and conversing       Providing information        Promoting          Sharing and conversing




                                                                                                                       An in-depth discussion             23
Tune up internal collabora-                               “There is this shift from hoarding             Consider the privacy, security
tion processes to meet                                    knowledge to sharing what you                  and other regulatory risks
external demands                                          know as a way to both help others
                                                          and build your personal brand                  Privacy and security are top consumer
Health companies are responding to                        as an employee,” said Dee Anna                 concerns when sharing their health
employees’ needs to collaborate and                       McPherson, Yammer’s vice presi-                information through social media.
connect through internal (enterprise)                     dent of marketing. “This knowledge             Consumers are most concerned with
social media as well. Several organiza-                   can be used to enhance things like             personal health information being
tions interviewed are using internal                      product development, customer                  shared in public (63%) and informa-
collaboration tools to connect on                         service, or on-boarding.” Several              tion on social media being hacked or
personal interests and work-related                       interviewees said that personal                leaked (57%). (See Figure 14.)
issues. For example, Mercy is using                       interest forums have led to work-
one such tool called Yammer to                            related communications such as
encourage and study collaboration                         collaboration drills on handling
for a medical home pilot.                                 customer service inquiries that
                                                          require input from several depart-
Enterprise social network services are                    ments within an organization.
changing organizational culture and                       (See Case study 3 for more informa-
increasing employee engagement.                           tion on enterprise social media use.)


Figure 14: Consumer concerns of sharing health information through social media



Personal health      Information         Making a          Health           None of these   Other
information          being hacked        decision based    insurance
being shared         or leaked           on incorrect      coverage being
in public                                information       impacted due
                                                           to information
                                                           shared




      63%                  57%                52%               41%              20%                2%




n = 1,060


Source: PwC HRI Social Media Consumer Survey, 2012




24             PwC Health Research Institute | Social media “likes” healthcare
Case study 3




   Insurer extends customer experience capability through social media


   Understanding that customers prefer to communicate                      Lessons learned:
   and connect in different ways, Health Care Service
                                                                           1.	 Consider the implications of a real-time communication
   Corporation (HCSC), a four-state Blue Cross Blue Shield
                                                                               channel. Responding thoughtfully and timely to
   insurer, has used Facebook and Twitter to expand its
                                                                               negative comments is just as important as offering
   relationship with members. Its philosophy of offering
                                                                               new services.
   members their “channel of choice” prompted HCSC to
   extend its one-to-one phone and web customer service                    2.	 Educate departments so they’re prepared to
   to a broader public forum.                                                  resolve issues.

   Since HCSC began using social media for customer                        3.	 Start small and ramp up strategically. As companies
   service in 2008, its approach has evolved into a broader                    learn more about their audience and demand increases,
                                                                               they need to be prepared to scale up services quickly.
   strategy that provides information to raise health
   literacy and improve disease prevention. “Health insur-                 4.	 Build excitement within the organization about the
   ance is something people don’t think about or don’t                         strategy, but make sure there’s an appreciation for
   want to think about until something goes wrong,” said                       the amount of work that goes into managing a social
   Lynde O’Brien, director of electronic media strategy.                       media channel.
   “Connecting to members via social media before they
   need care is a way to change that perception. We see                    5.	 Look for opportunities to educate your customer
   social media as a way to change the conversation and                        community about health benefits, processes, and
                                                                               programs while being vigilant about protecting
   establish a relationship with members in a way that’s
                                                                               their privacy.
   timely, relevant, and maybe even fun.”
                                                                           6.	 Finally, O’Brien said the communications must be
   For example, O’Brien tells of a young adult member who,                     “responsible and consistent. Members who decide to
   after paying his first bill, tweeted negatively, saying on                  reach out via social media should get an experience
   Jan. 26 at 7:27pm: “Just got my BCBSTX insurance card.                      consistent with other channels, such as a call center,
   It’s confusing and I can’t afford it.” HCSC’s social media                  which offer an immediate response.”
   community manager immediately contacted the customer
   service team to coordinate a response. They invited the
   unhappy customer to call so they could provide additional
   information and support. The next day, the member
   re-tweeted the entire exchange and the help HCSC had
   provided to him. His final tweet a day later at 5:54pm
   ended with “Great talking to you too! All my questions
   were answered and my worries relieved.”



     TWEET FROM: UPSET_MEMBER                                               TWEET FROM: UPSET_MEMBER
     Posted on: Jan 06, 2011 07:27 PM                                       Posted on: Jan 07, 2011 05:54 PM

     Just got my BCBSTX insurance card. It’s confusing and I can’t          @BCBSTX Great talking to you, too! All my questions were
     afford it. #mistake #swindled #PPO                                     answered and my worries relieved.
     Following: 38 | Followers: 66 | Updates: 1776 | Sentiment: Negative    Following: 39 | Followers: 66 | Updates: 1798 | Sentiment: Positive


    Source: Health Care Service Corporation




                                                                                                                       An in-depth discussion     25
As healthcare companies and third               Strategies should include a remedia-       an area of excitement, but there’s little
parties start using social media-               tion plan and training needs to be         activity given the industry landscape,”
related information to inform busi-             continual, detailing the consequences      said Bob Rhatigan, senior vice presi-
ness, it’s important to be transparent          of noncompliance on an individual          dent of facial aesthetics at Allergan.
with consumers. Social media can                and company level. Recent HRI              “We can have a very controlled and
present risks such as information               research showed that less than 40%         regulated one-way dialogue, but to
being stolen through online fraud,              of health industry organizations           have a two-way dialogue in social
known as phishing, abbreviated URLs,            surveyed have included social media        media channels is very difficult. This is
data mining of information from                 in company privacy trainings.8             one of those mechanisms that cannot
social networking sites, employees                                                         be optimized to its full potential by
voluntarily disclosing critical busi-           In the HRI survey, pharmaceutical/         pharmaceutical companies without
ness information, and data leakage              life science companies were more           further clarification and guidelines
violating confidentiality mandates.             likely than providers and insurers to      from the FDA.”
For more information on privacy and             report social media as a top privacy/
security of health information, see             security concern (35% compared             8	 Old data learns new tricks: Managing
Old data learns new tricks: Managing            to 27% and 21%, respectively). But            patient privacy and security on
privacy and security on a new data-             approximately 23% of drug makers              a new data-sharing playground,
                                                                                              PricewaterhouseCoopers Health
sharing playground.                             said they have not begun to address           Research Institute, 2011.
                                                the privacy and security implications
Health industry organizations should            of social media. Intense regulatory
have policies on business and personal          scrutiny of marketing practices and
use of social media. For example, data          stringent adverse-event reporting
should be classified so employees               requirements have made the industry
understand what sensitive informa-              reluctant to assume an active voice
tion is, how it can be used, and who is         in the social media conversation.
authorized to access and share corpo-           Although the industry is keenly aware
rate content. Company policies should           of its obligations when sharing infor-
specify who owns relationships when             mation about products, their uses, and
employees engage in social media                side effects, industry regulators have
as representatives. For example, an             yet to fully define the rules for social
employee working at a pharmaceutical            media engagement. “Social media is
company develops a diabetes website.
The employee becomes “friends” with
doctors who are interested in hearing           8	 Old data learns new tricks: Managing
about the latest technology. If the                patient privacy and security on
                                                   a new data-sharing playground,
employee leaves the firm, who owns                 PricewaterhouseCoopers Health
the physician relationships?                       Research Institute, 2011.




26        PwC Health Research Institute | Social media “likes” healthcare
PwC Healthcare Social Media Report - April 2012
PwC Healthcare Social Media Report - April 2012
PwC Healthcare Social Media Report - April 2012
PwC Healthcare Social Media Report - April 2012
PwC Healthcare Social Media Report - April 2012
PwC Healthcare Social Media Report - April 2012
PwC Healthcare Social Media Report - April 2012
PwC Healthcare Social Media Report - April 2012
PwC Healthcare Social Media Report - April 2012
PwC Healthcare Social Media Report - April 2012
PwC Healthcare Social Media Report - April 2012
PwC Healthcare Social Media Report - April 2012

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PwC Healthcare Social Media Report - April 2012

  • 1. Social media “likes” healthcare From marketing to social business Health Research Institute April 2012
  • 3. Table of contents The heart of the matter 2 Liking, following, linking, tagging, stumbling: social media is changing the nature of health-related interactions An in-depth discussion 4 Savvy adopters are tapping into social media to foster new relationships Executive summary 5 Social media is changing online dialogue from one-to-many to many-to-many, at a phenomenal speed 7 Consumers are broadcasting their wants, needs, and preferences through social media 8 • Social animals • Social studies • Social skills • Social speed • Social networks • Social currency How health organizations are evolving from social media marketing to social business strategy 18 A future look: Data generated from individuals can help complete the patient profile 27 What this means for your business 30 Social media enables organizations to expand their role with customers April 2012
  • 4. The heart of the matter Liking, following, linking, tagging, stumbling: social media is changing the nature of health-related interactions
  • 5. When I was in the ER last night, I Savvy businesses know they must go hospitals, and health plans. HRI found tweeted about the interminable wait. where the customers are. And in 2012, that one-third of consumers are using It seemed as though people who weren’t a rapidly growing number are on social social media for health-related matters. that sick got whisked in ahead of me! media, the space that enables instan- Most tellingly, they are choosing Guess what? Someone from the hospital taneous self-expression and a shared “community” sites over industry- heard me! They spotted my tweet and community experience — at any hour of sponsored sites. In a week’s snapshot of responded. And even sent someone the day with someone in the house next several health-related companies and down to talk to me in person. door or halfway across the globe. The consumer sites, HRI found that daily rise of social media has been phenom- activity numbered in the thousands for That’s what I love about social media. enal. Use of social networking sites has community sites versus in the hundreds I can write what I want when I want, grown from 5% of all adults in 2005, on company sites. and send it to all my friends, groups, to half of all adults (50%) in 2011.1 For and followers in an instant. And, all of example, Facebook, which began with Early adopters in the health industry them can send it to all of their friends, 5 million users in 2005, today has 845 tell PwC that despite concerns about groups, and followers. It’s like million participants, more than the integrating social media into data my personal electronic megaphone. entire population of Europe.2 Pinterest, analytics and measuring its effective- a social image-sharing site using a ness, they are incorporating social Ever since I found out I had diabetes, virtual “pinboard” interface, just hit media into their business strategy. I’ve posted monthly on Facebook 11.7 million unique U.S. users, growing More than 1,200 hospitals participate about my struggles managing my from 1.2 million only six months in 4,200 social networking sites.5 blood sugar and energy level, and earlier.3 Twitter has also shown tremen- lots of people — some I don’t even dous growth, reporting 460,000 new With these new opportunities come know — have swapped healthy recipes, accounts created on average per day.4 challenges and the likely threat of sent me tips on where to buy test strips, agile new entrants into the market. and even recommended doctors. Some While industries such as retail and With transparency, patient expecta- even had links to YouTube videos. hospitality quickly saw the potential, tions rise. And as health organizations the health sector has been slower collect more detailed information on I feel like the healthcare industry is to move. According to a new survey its patients, proper safeguards will be finally getting it. My hospital has a by PwC’s Health Research Institute needed to ensure privacy and security. Facebook page where they post lifestyle (HRI), hospitals, insurers, and phar- advice, the drug company shares newly maceutical manufacturers can benefit Not long ago, terms such as liking, released treatment studies through its from this new form of interactive following, tagging, and stumbling all Twitter account, and my insurer even communication. had very different meanings. But in has these interactive games that help the era of social media, they provide manage my diet and exercise. Best of With a single key stroke, individuals the clues that could lead to higher all, I’ve joined a few patient commu- can broadcast their attitudes on physi- quality care, more loyal customers, nities where I share how I’m doing cians, drugs, devices, treatments, efficiency, and even revenue growth. on certain treatments and see how I compare to others. 1 Madde, Mary. Zickuhr, Kathryn. 65% 2 Facebook, December 2011 of online adults use social networking 3 techcrunch.com/2012/02/07/pinterest- sites. Pew Internet and American Life monthly-uniques/ Project, August 26, 2011, pewinternet.org/ Reports/2011/Social-Networking-Sites. 4 blog.twitter.com/2011/03/numbers.html aspx, accessed on March 28, 2012. pg. 2 5 Ed Bennett, Found in Cache, ebennett. org/hsnl/ The heart of the matter 3
  • 6. An in-depth discussion Savvy adopters are tapping into social media to foster new relationships
  • 7. Executive summary Willingness to share informa­ ‑ tion depends on trust. Sixty-one percent of consumer respondents According to PwC’s consumer survey are likely to trust information posted of 1,060 U.S. adults, about one-third by providers, and 41% are likely to of consumers are using the social share with providers via social media, space as a natural habitat for health compared to 37% trusting informa- discussions. Social media typically tion posted by a drug company, and consists of four characteristics that 28% likely to share information with have changed the nature of inter- a drug company. actions among people and organi- zations: user generated content, Age is the most influential factor community, rapid distribution, and in engaging and sharing through open, two-way dialogue. This report social media. More than 80% of dives into the social world of the individuals ages 18–24 would be likely health industry and provides insights to share health information through into new and emerging relationships social media, while nearly 90% of between consumers and the biggest individuals would engage in health health companies that serve them. It activities or trust information found examines how individuals think about via social media. Less than half (45%) and use the social channel; how some of individuals ages 45–64 would be providers, insurers, medical device, likely to share via social media, while and pharmaceutical companies are 56% would be likely to engage in responding; and discusses specific health activities. implications for organizations to take advantage of with this new view into Consumers are willing to have their the 21st century patient. conversations monitored if they get something in return. One-third of consumers surveyed said they would How consumers are be comfortable having their social using social media media conversations monitored if that Consumers are finding answers data could help them identify ways to to their wants, needs and prefer‑ improve their health or better coordi- ences. According to HRI’s survey, 42% nate care. of consumers have used social media to access health-related consumer A new expectation is being set on reviews (e.g. of treatments or physi- response time. More than 75% of cians). Nearly 30% have supported a consumers surveyed would expect health cause, 25% have posted about healthcare companies to respond their health experience, and 20% have within a day or less to appointment joined a health forum or community. requests via social media, while nearly half would expect a response within a few hours. An in-depth discussion 5
  • 8. Social media information is influ‑ Initiative (eHI), a national association therapeutics they’ve developed. But encing decisions to seek care. For of health information and health tech- who has a full view of the individual? example, 45% of consumers said infor- nology companies, reported that their Completing the patient profile is the mation found via social media would social media efforts were decentral- likely next step in moving toward affect their decisions to seek a second ized and managed by their marketing higher-quality outcomes-based care, opinion. More than 40% of respon- and communications departments. IT although the prospect raises concerns dents reported that information found departments and digital teams were about privacy protection and who via social media would affect the way also identified as owning social media. owns and controls the information. they coped with a chronic condition or Organizations that are strategic about Life activities and behaviors that indi- their approach to diet and exercise. their use of social sites have differenti- viduals report in social networks open ated between social media and social up a new view of patient health. business. Social media was defined as How organizations are the external-facing component that using social media gives and receives customer input, What this means for Social media activity by industry and social business was defined as the health industry organizations is dwarfed by the place where core operations, Business strategies that include social consumer activity. Although eight like customer service, data analytics, media can help health industry compa- in 10 companies evaluated by HRI and product development, could nies to take a more active, engaged have some presence on various social use social data. role in managing individuals’ health. media sites, the volume of activity for Social marketing can evolve into social companies is in the hundreds versus Healthcare businesses started to business with the right leadership and the thousands of posts, comments, and listen, but aren’t translating social investment of resources. Organizations overall activity observed in commu- media conversations into practice. should coordinate internally to effec- nity sites in a week’s snapshot analysis. One in two eHI members surveyed tively integrate information from the In fact, community sites had 24 times worry about how to integrate social social media space and connect with more social media activity on average media data into their businesses and their customers in more meaningful than any of the health industry compa- how to connect social media efforts to ways that provide value and increase nies over that one-week timeframe. a return on investment. Some organi- trust. Insights from social media also Two out of three organizations in zations are capturing sentiment and offer instant feedback on products the provider and insurer arena allow standard volume numbers on various or services, along with new ideas for individuals to initiate posts on their sites, while others know that they innovation. Organizations that can Facebook pages, known as “walls.” But need to go beyond capturing “likes” incorporate this information into their fewer than one in three pharmaceu- and “followers” to collecting qualita- operations will be better positioned to tical companies, which operate under tive engagement metrics. meet the needs of today’s consumers. stricter regulations, have walls avail- able for individuals to initiate posts. Data from interactions in social media can complete the patient Marketing/communications leaders profile. Patients know how they tend to manage social media strate‑ feel, providers know how they treat, gies. The majority of HRI interviewees insurers know what they cover, and and members from the eHealth drug manufacturers know what 6 PwC Health Research Institute | Social media “likes” healthcare
  • 9. “ f you want to connect with people and be I part of their community, you need to go where the community is.” Ed Bennett, University of Maryland Medical Center Social media changes achieve their goals.” For example, last year Aetna partnered with a social online dialogue media company to offer members from one-to-many to Life Game, an online social game to many-to-many, at a help engage people to achieve their phenomenal speed personal health and wellness goals. In the past, a company would connect The term “social media” is used with its customers via mail or a website, widely, but remains ill-defined. but today’s dialogue has shifted to This instantaneous communica- open, public forums that reach many tion channel consists of four unique more individuals. Early adopters of characteristics that have changed the social media in the health sector are nature of interactions among people not waiting for customers to come to and organizations: user generated them. “If you want to connect with content, community, rapid distribu- people and be part of their community, tion, and open, two-way dialogue. you need to go where the community Common platforms are Facebook, is. You need to be connecting before Twitter, and YouTube. In health, you are actually needed,” explained examples of community sites include Ed Bennett, who oversees social media Caring Bridge, Daily Strength, and efforts at the University of Maryland BabyCenter. Medical Center. The health industry has been slow to And social media is becoming a plat- embrace social media, but is begin- form for internal discussions as well. ning to see the benefits. In extensive “Our employees and physicians have interviews with industry leaders, HRI had fruitful and provocative discus- found many social media converts. sions using IdeaBook, our internal Aetna, one of the nation’s largest social collaboration tool. The capacity insurers, is among them. “Engagement for this candid internal collaboration is is so important, but can be hard to crucial for our organization and essen- achieve,” said Meg McCabe, Aetna’s tial to effectively running an organiza- head of consumer solutions. “We’ve tion in the 21st century,” said Vince been piloting several new social Golla, digital media and syndication health platforms, and we’re seeing director, Kaiser Permanente. that they can really make a difference. Building connections among people with similar health challenges gives us a much better shot at helping them An in-depth discussion 7
  • 10. Consumers are broadcast- information. “People like to access Social animals: Young invin- ing and finding answers and connect with other people’s cibles are most willing to share, to their wants, needs, stories, even if they’re unwilling to baby boomers are least likely and preferences through share their own,” said Ellen Beckjord, assistant professor at the University Based on age factor alone, the “young social media of Pittsburgh Medical Center and invincibles” ages 18–24 lead with the Social media presents new opportu- Hillman Cancer Institute, whose most social media activity, while the nities for how individuals manage research has focused on how making baby boomers ages 45–64 are least likely their health, whether researching health information available electron- to post or comment on any channel. a particular illness or joining a ically can affect disease management. More than 80% of individuals ages support group to share experiences. 18–24 would be likely to share health The virtual aspect of social media HRI’s consumer survey found that information through social media, while enhances communications by creating Facebook and YouTube are the most nearly 90% of individuals would engage a comfortable, often anonymous, envi- commonly used social media channels in health activities or trust information ronment for engaging and exchanging for viewing health-related informa- found via social media. Less than half tion. A 2011 National Research Corp. (45%) of individuals ages 45–64 would 6 National Research Corporation Ticker survey of approximately 23,000 be likely to share via social media, while Survey: hcmg.nationalresearch.com/ public/News.aspx?ID=9 respondents produced similar results.6 56% would be likely to engage. Figure 1: Impact of age level and health status on likelihood to engage, trust, and share about health using social media 6 National Research Corporation Ticker Survey: http://hcmg.nationalresearch. com/public/News.aspx?ID=9 Excellent health Most likely Least likely Trust Share Share: How likely are you to share health information through social media with health-related companies/individuals*? 15 18-24 30 35 40 45 50 55 60 65+ Trust: How likely are you to trust Age health information posted online through social media by health- related companies/individuals? Engage: Have you ever viewed health related information or done health- Engage Share Trust Engage related activities using social media? n = 1,060 * ealth-related companies/individuals include H hospitals, doctors, pharmacies, health insurers, drug companies, etc. Poor health Source: PwC HRI Social Media Consumer Survey, 2012 8 PwC Health Research Institute | Social media “likes” healthcare
  • 11. “Our patient support groups serve as a real-time referral network.” Ryan Paul, Children’s Hospital Boston When considering both age and health Figure 2: Percentage of consumers viewing health information through social media status, respondents ages 18-24 in good health were also more likely to share via social media and trust information Health-related consumer reviews* Breakdown of consumer review types: posted via social media (See Figure 1.) 42% = + + + Alternatively, those ages 18-24 in poor 12% 11% 10% 9% Friends’/family health experiences health were most likely to engage. Medications Doctors Hospitals Health 32% Respondents over age 65 in poor or treatments and other medical insurers health were the least likely to trust, Other patients’ experiences with their disease facilities 29% share, and engage using social media. Health-related videos/images posted by patients In addition, lower-income Medicaid 24% beneficiaries were the most willing n = 1,060 to share at 64%, while individuals with employer-based insurance were *Consumer reviews of medications or treatments, hospitals and other medical facilities, doctors, health insurers the least willing to share via social Source: PwC HRI Social Media Consumer Survey, 2012 media at 51%. Those with individual insurance and no insurance were also among those who are most likely to share and engage in health-related of quotes regarding our patient care,” social media activities. said Ryan Paul, social media specialist at the hospital. “This serves as the best Social studies: Patients are type of validation for new patients using social media to better looking for a hospital and for people educate themselves to connect with others like them.” When consumers are faced with a According to the HRI survey, 42% health decision, social media can of consumers have used social media provide a new avenue of information to access health-related consumer and dialogue. Some may share a health reviews. (See Figure 2.) Thirty-two goal to generate support or engage in percent of respondents have used a patient community to interact with social media to view family/friend other patients. At Children’s Hospital health experiences, and 29% have Boston — which had nearly 700,000 sought information related to Facebook “likes” as this report was other patients’ experiences with released — prospective patients use their disease. disease-specific support groups to learn more about the hospital’s treatment or clinical divisions from other patients. “Our patient support groups serve as a real-time referral network, which is very different than giving people a list An in-depth discussion 9
  • 12. Beyond viewing health-related inform- Research Branch. Social media also patient to evaluate and improve tion through social media, nearly 30% helps satisfy a patient’s desire for self- his or her conditions as well as the of respondents said they supported a service and access to information at system’s performance,” said Jamie health-related cause or commented multiple touchpoints. Heywood, co-founder and chairman on others’ health experiences. (See of PatientsLikeMe. Figure 3.) Although some organiza- Social skills: Increased access tions fear that creating a social media creates new expectations for The popular site tackles information presence will open a flood of negative transparency and healing needs with peer care and comments, individuals are more likely health data tools. “We’re capturing the to share positive health-related experi- Social media has raised consumer relationship of caring for the individual ences via social media than negative expectations. “As more people go by building a new kind of partnership experiences. (See Figure 4.) HRI inter- online to interact with their banks and between the patient, their data, and views also found that most consumer make purchases, they want to do this enterprises with the products that comments online tend to be positive. with their doctors, health plans, and need to learn from them,” Heywood condition and disease management said. Perhaps most significantly, Although health activity on social as well. Social media has brought an PatientsLikeMe works with pharma- media lags behind non-health related expectation for a different kind of ceutical companies to use patient- activity, it’s expected to catch up in connection that already exists in their reported outcomes to inform the the future. Twenty-seven percent of daily lives,” said Laura Clapper, MD, research and development processes. consumers reported posting reviews chief medical officer of the online of restaurants, hotels or products, community OneRecovery. (See more while 17% said they posted reviews on OneRecovery in Case study 1.) of doctors. Several industry interviewees The accessibility of social media pointed to social media sites such as comes at an auspicious time for PatientsLikeMe, an eight-year-old consumers who now pay significantly health data-sharing platform, which higher portions of their care. With help patients connect with each other insurance deductibles at an all-time and access relevant health informa- high, consumers are more prone to tion. PatientsLikeMe connects more shop around. “The democratization than 140,000 patients with others of information through social media who have life changing conditions, is shaping the clinical encounters and such as Parkinson’s and Lou Gehrig’s the patient/provider relationship. disease. “Social networks will peel It continues to bridge the informa- back every corner of the health system tion divide,” said Wen-ying Sylvia and drive transparency on cost, Chou, program director for the value, and outcomes. The information National Cancer Institute’s Health asymmetry that patients experience Communication and Informatics will be levelled, allowing the average 10 PwC Health Research Institute | Social media “likes” healthcare
  • 13. Figure 3: Percentage of consumers who use social media for health-related activities Support health- Comment on Post about Join health Track and Post reviews Post reviews Share health- Post reviews related cause others’ health health forum or share health of doctors of medications/ related videos/ of health experiences experiences community symptoms/ treatments images insurers behavior 28% 27% 24% 20% 18% 17% 16% 16% 15% n = 1,060 Source: PwC HRI Social Media Consumer Survey, 2012 Figure 4: Likelihood of sharing positive and negative health experiences via social media* Care Experience Specific Health Cost of Coverage Cost of care *Consumers responding likely or very likely to share an experience using social media received with doctor, insurer health by health at a hospital/ at hospital/ medication/ nurse, customer insurance insurer healthcare Source: PwC HRI Social Media medical treatment healthcare service provider Consumer Survey, 2012 facility provider 44% 43% 42% 40% 37% 36% 36% positive negative 35% 37% 35% 34% 35% 40% 38% n = 1,060 An in-depth discussion 11
  • 14. Case study 1 Recovering addicts get 24/7 support through social media start-up Behavioral health is an area in which the round-the- How it works clock support of social media fits well. “Substance abuse • Members are invited by health plans, treatment is one of those things that can negatively impact the centers, or other members “in good standing.” course of anything else you need to manage medically The company has partnerships with five health plans (e.g. diabetes can be complicated by an alcohol addic- and numerous employers, treatment centers, and tion),” noted Yan Chow, MD, director of Innovation and other providers. Advanced Technology at Kaiser Permanente. “Recurrent cycles of cure and relapse make the management of other • Members can tap into various specialists and peer conditions more challenging and expensive.” networks through their smartphones or computers. And, they can aspire to help others as well. Members More than 20 online sites such as In the Rooms, active for at least one year who have an established Recovery Realm, and Addiction Tribe provide virtual reputation on the site can become senior peers, tools to supplement treatment programs by connecting offering one-on-one support. individuals to the support they need around the clock. OneRecovery is an example of a company that has • Evidence-based clinical tools combined with interac- created a consumer model that uses the mobile phone tive social and gaming technologies help members to connect individuals with a community of people who manage their recovery. More than 80% of members share their experiences. This type of program can scale use a tool called the “recovery clock”, which allows up self care without necessarily scaling up traditional them to start their timekeeping from the beginning of medical resources. recovery and alerts the network when someone needs to “restart” their clock due to a relapse. Members can Motivated by his own experience with addiction and check in with emoticons to inform others about how recovery, David Metzler combined his expertise around they are feeling. This allows the members’ peers to gaming and technology into OneRecovery, a “social intervene when there’s a “high risk” emoticon selected. solutioning” company aimed at recovering addicts.” OneRecovery is an invitation-only community of more than 40,000 members. Unlike traditional treatment models OneRecovery’s Social Solutioning® Platform, 2012 in which health plans, physicians, or treatment providers may call to “check in” on patients, through OneRecovery, “Effective” “Members really are in control of how they share and Clinical principles reinforce and extend the reach and impact of participate. People can really feel like they own this the professional. process,” said Laura Clapper, MD, chief medical officer. Clinical The model is changing how providers track patients’ Principles progress. “OneRecovery provides a behavioral record Structured about how individuals and populations are doing peer support post treatment,” said chief marketing officer Drew network Paxton. “Organizations focused on quality and patient Social Game Technology Mechanics outcomes now have access to a new level of analytics.” OneRecovery recently launched a platform which allows connected health plans and providers to access patients’ health reports (with the patients’ approval). “Supportive” “Engaging” Peer communities where Leverages stickiness of game Although a member may initially get referred for an members help peers manage science to drive behavior change. chronic conditions. addiction-related disorder, they can join additional communities where they can get support for other conditions, such as depression or anxiety. Source: OneRecovery, 2012 12 PwC Health Research Institute | Social media “likes” healthcare
  • 15. PatientsLikeMe demonstrates that HRI also found that about one-third Figure 5: Consumers’ feelings on doctors despite privacy concerns, many of consumers would be comfortable going to online physician communities for consumers are open to sharing infor- having their social media conversa- advice related to their health situation mation via social media if it holds the tions monitored if it were to help potential to improve their health. More improve their health, treatment, than half of consumer survey respon- coordination of care, or management 54% dents told HRI they would be comfort- of their chronic illnesses. Comfortable or very comfortable able with their doctor going to an online physician community to seek advice if Social speed: Healthcare is on the doctor were to gain information to a new response clockwatch treat them better. (See Figure 5.) 17% As consumers take advantage of social 9% Online physician communities like media to instantly and publicly express Sermo, a community of 130,000 their opinions, experiences, and reac- 14% doctors, have realized the power of tions, they expect faster responsive- sharing information. The site allows ness from healthcare organizations. physicians to join free of charge and “Truly social brands will listen to what is funded by companies interested in customers are saying and feeling and surveying physicians for treatment or use that insight to adapt and create 23% business research. “This is more than products and services,” said Kelly networking — it’s collaboration and Colbert, director of strategic adver- 37% interacting for learning and treatment tising at the insurer WellPoint. purposes. Our physician members n = 1,060 share information with the end goal of enabling better patient outcomes,” said Richard Westelman, Sermo’s Very comfortable chief operating officer. “The next Comfortable evolution is how healthcare providers I don’t care and patients start interacting with Uncomforable each other. When, and in what setting, Very uncomfortable will they come together?” Source: PwC HRI Social Media Consumer Survey, 2012 An in-depth discussion 13
  • 16. More than 75% of consumers University Hospitals, was monitoring surveyed would expect healthcare the Jefferson brand on Twitter and companies to respond within a day saw that a patient in the Hospitals’ or less to a request for an appoint- Headache Center was complaining on ment via social media, while nearly the social media site of his long wait. half would expect a response within Goldstein, who was off campus, texted a few hours. (See Figure 6.) In addi- the interactive marketing team to tion, 70% of consumers would expect check out the waiting room and found healthcare companies to respond that the patient had not signed in at within a day to a request for informa- the computer kiosk. Within a matter tion via social media, while just over of minutes, they were able to resolve 40% would expect a response within the matter. The incident highlighted a few hours. Josh Goldstein, director the value of monitoring the Jefferson of social media at Thomas Jefferson brand on social media channels. Figure 6: Expectations for how quickly a healthcare company should respond when contacted through social media Request an appointment or Request information Post a complaint about a follow up service, product, or experience 76% 70% 66% 49% 42% 39% 29% 23% 22% 1 3 6 9 12 18 24 1 3 6 9 12 18 24 1 3 6 9 12 18 24 hrs n = 1,060 Within 1 hour Within a few hours Within a day or less Source: PwC HRI Social Media Consumer Survey, 2012 14 PwC Health Research Institute | Social media “likes” healthcare
  • 17. 45% of consumers said information from social media would affect their decisions to seek a second opinion. Social networks: Information Figure 7: Likelihood of information found via is influencing decisions about social media affecting health decisions how and when to select treat- ments and providers Seeking second opinion from another doctor 45% Consumers are increasingly using information from social media to Coping with chronic condition or pain assist in making healthcare choices. 42% For example, 45% of consumers said Approach to diet, exercise, or stress management it would affect their decision to seek a 42% second opinion. (See Figure 7.) More than 40% of respondents reported that Choosing specific hospital/medical facility 41% information found via social media would affect the way they coped with Choosing specific doctor a chronic condition, their approach to 41% diet and exercise, and even their selec- Taking certain medication tion of a specific doctor. 34% Education levels may also play a Undergoing specific procedure or test role in determining whether a facil- 33% ity’s social media presence affects Choosing health insurance plan purchasing decisions. Individuals 32% with lower education levels tended n = 1,060 to be more influenced by a hospital’s social media presence when making treatment decisions than those with Source: PwC HRI Social Media Consumer Survey, 2012 higher education levels. An in-depth discussion 15
  • 18. Across the health industry, consumers Figure 8: Percentage of respondents Figure 9: Percentage of respondents finding seem to value information and services finding value in services offered by value in services offered by health insurers that will help make their healthcare healthcare providers via social media and drug companies via social media media easier to manage. More than 70% Percentage represents a response of Percentage represents a response of of consumer survey respondents somewhat or very valuable somewhat or very valuable would appreciate receiving assistance from healthcare providers via social Availability of doctor appointments Discounts or coupons media with referrals and appoint- 72% 68% ment scheduling, while 69% would 67% value offers to save money and receive Appointment reminders support post-discharge. (See Figure 71% Voice complaints/seek customer service 8.) Regarding the services offered by Referral to specialists 65% insurers and drug companies via social 70% 67% media, consumers find similar value, Discounts or coupons for services Appointment reminders with the most interest being ways to 69% 58% save money and seek customer service. Continued support post-treatment/discharge 67% (See Figure 9.) 69% Information to find cheapest medication Voice complaints/seek customer service 65% 68% 67% Patient reviews of doctors Treatment reminders 68% 60% Treatment reminders 65% 68% Support groups for similar patients Current ER wait times 56% 65% 58% n = 1,060 Share positive experiences with other patients 53% Source: PwC HRI Social Media Consumer Survey, 2012 54% Games/contests encouraging healthy behavior 42% 42% n = 1,060 Drug company Health Insurance Source: PwC HRI Social Media Consumer Survey, 2012 16 PwC Health Research Institute | Social media “likes” healthcare
  • 19. Social currency: Providers have than an organization,” said Kathryn Mark Brooks, chief technology officer the highest trust, drug compa- Armstrong, senior producer of web at Health Net, sees social media as nies the lowest communications at Lehigh Valley a bridge: “In this business, we facili- Health Network. While insurance and tate relationships, so we really think Consumer survey respondents said drug companies might try to communi- about social media as not just a tech- they would be most likely to trust cate with their customers through the nology and a process, but also as a information posted via social media Internet or telephone, very few have capability that can help drive connec- from providers (doctors, hospitals), direct, personal interactions with their tions in the value chain more effec- and would be most likely to share customers. And while medical tech- tively.” As building these relationships information with providers via social nology companies will disseminate becomes increasingly important to media, over health insurance or drug information via their product sites, establishing trust and credibility with companies. (See Figure 10.) very few have actually engaged with consumers, healthcare companies will patients due to regulatory concerns.7 need to reconsider their approach to Why do individuals trust their Healthcare providers have the ability these relationships. doctors the most? Human relation- to form human relationships and ships. “You want to trust and connect connections with their patients, which 7 PricewaterhouseCoopers Med Tech with the people providing you the ultimately leads to increased trust. Focus: Social media opens new interaction care. It’s easier to trust a person channel for medtech companies and their customers, enhancing innovation opportunities, 2011 7 PricewaterhouseCoopers Med Tech Figure 10: Likelihood to trust or share informationFocus: Social media opens new via social media interaction channel for medtech companies and their customers, enhancing innovation opportunities, 2011 Doctor Hospital Health insurer Drug company Likely 61% 55% 42% 37% to trust information Likely 41% 39% 34% 28% to share information n = 1,060 Source: PwC HRI Social Media Consumer Survey, 2012 An in-depth discussion 17
  • 20. Figure 11: Benefits of the digital social environment much more than media, it’s a social strategy.” (See Figure 11 for indi- vidual and company benefits of the Individuals Healthcare companies digital social environment.) –– View what others are experiencing in terms –– Demonstrate timely and thoughtful of symptoms, reactions to treatments responses to problems Aetna is approaching social media in –– Feel supported and not alone –– Understand in-between visit conversa- three ways, said McCabe: “Becoming –– Research information to help ask better tions, behaviors, feelings a social business in how we leverage questions to providers, insurers and others –– Reach a new audience for health social technologies to collaborate education and service –– Find real-time information and exchange within the organization, devel- for a network of information –– Delegate spokespeople and lay oping a social brand in the way we referral agents communicate and engage with our Source: PwC Health Research Institute customers, and encouraging social health within public or private How health organiza- communities to empower others to lead healthier lives.” tions are evolving from social media Another example of converting marketing to social social media into business strategy business strategy is Mercy’s experiment with the customer referral concept. “We’re Marketing typically owns social trying to capture the word-of-mouth media in the beginning, but that referral patients use all the time and soon evolves. In HRI’s survey of eHI make it easy to do via social media,” members, 82% of respondents said said Brad Herrick, director of digital their social media efforts are managed marketing at the 28-hospital system by marketing/communications. in the Midwest. Mercy is creating However, as an organization’s social an application that allows people to media use grows, its purpose quickly “share” their doctors on Facebook, morphs into customer service, inno- and the physician’s Mercy profile will vation, and service/product devel- appear on an individual’s Facebook opment. “As people go through life page. “Once our physicians agree events and their health journey, they to have their Mercy profile shared, have changing interests in health,” they don’t need to do anything said Ann Sherry, senior director of else — this allows them to be some- Kaiser Permanente’s Internet services. what social media savvy even if they “They want and need different tools don’t have their own professional and different interactions. To say Facebook page.” we are going to have a social media strategy would not be enough — it’s 18 PwC Health Research Institute | Social media “likes” healthcare
  • 21. Listen, participate knowing — it can involve looking at handle on negative chatter. On a posi- and engage through company or brand sentiment, tracking tive note, companies that “listen” well external forums touchpoints to various social media draw new ideas for services and use Markets can shift quickly, and social sites, and analyzing comments and patient-reported health information to media enables organizations to gauge discussions for qualitative patterns. inform the business. the pulse of the public to diffuse a problem or tap new opportunities. Here’s an example. Nurses within “No one has fully tapped into the (See Figure 12.) a social network were discussing explosion of socially generated data defects with a specific drug. The drug to understand what it means,” said Listen maker’s executives had no knowl- Kevin Noble, director of interactive edge of the defects — or the nurses’ marketing at Genentech. “My percep- “One of the greatest risks of social discussions — until the chatter was tion is that the next level of intercon- media is ignoring social media,” said discovered by regulatory authorities nectedness will be between pools of Don Sinko, chief integrity officer of on one of the drug company’s social people who weren’t previously that Cleveland Clinic. “It’s out there, and media sites. After this experience, close. Social media has the ability to people are using it whether you like the company quickly established a pull together a fragmented industry, it or not. You don’t know what you capability to mine information from with the patients and their informa- don’t know.” “Listening” is the start to the social online community to get a tion in the center.” Figure 12: Social media participation model for businesses Listen Actively monitor and capture conversations to –– Company/brand analyze and understand the meaning of what is sentiment being said, the sentiment of the discussion, and –– New discoveries what influence it has over audiences –– Patient outcomes Participate Proactively post and publish content on social –– Sponsor media-enabled platforms to communicate a education message to an audience, but not necessarily –– Corporate engage them in a conversation messaging Engage Actively interact in one-to-one, one-to-many –– Customer service or many-to-many conversations within social –– Fundraising media in order to freely exchange information –– Champion a and advance a discussion health related event or condition Source: PwC Health Research Institute An in-depth discussion 19
  • 22. Participate Engage Extend the customer experience beyond a Listening is just the first step for Engaging means having a mean- clinical encounter healthcare businesses. As social media ingful, active presence in the social use increases, new opportunities space. “That kind of relationship is In the retail world, good customer for innovation emerge as consumer different than the old model of coming experience leads to retention and, insights and ideas become more acces- in when the patient is sick. The new better yet, recommendation and sible. Companies need to actively model is about connecting into the loyalty. Historically, the health manage the data collected to capture member’s life decisions when they’re industry has not had to compete for potential opportunities and respond healthy — about what food to buy customers in the same way, but the appropriately. This may require taking or what type of physical activity to rising demand for value is forcing action to remedy negative activity participate in,” said Chow of Kaiser companies to find different ways to or information shared in the social Permanente. Before engaging, orga- get closer to their customers. (See space. If there’s a negative post on nizations need to think about what Case study 2.) “Companies need to any of Cleveland Clinic’s social media they’re looking for and why they want use health-oriented versus product- forums, including Facebook, Twitter, to be there. Social media invites inter- oriented social media. They need to and blogs, there’s a process to respond action, unlike a static webpage, where start communicating with the patient both privately and publicly within a content can be developed once and need in mind,” said Greg Simon, designated amount of time. revisited and refreshed later. former senior vice president of patient engagement at Pfizer. Even with the potential for negative “Facebook is turning into a behind- publicity, Lee Aase, director of Mayo the-scenes customer service forum Clinic’s Center for Social Media, for answering people’s questions,” argues there can still be benefits to explained Paul of Children’s Hospital engaging. “If you’re concerned about Boston. “When people have trouble the ‘give and take’ aspect, then just finding what they need on our ‘give.’ This is half of it — you can use website (or sometimes they don’t these tools to spread your message even check the website), they will farther and at least start to create a come to Facebook and ask for help, connection with your organization.” including how to change an appoint- ment, how to find a certain doctor, The response to negative feedback can etc.” Children’s encourages people to carry equal or more weight than posi- participate in its various social media tive consumer engagement programs. forums including Facebook, YouTube, “Today, your organization’s digital Twitter, and its blogs, but warns them identity is your identity,” said Mark against posting medical information Langsfeld, co-founder of the social busi- and considering information posted as ness intelligence company ListenLogic. medical advice. (See Figure 13: “Week “The press is following what people do in the life of social health” for other on the web. Before, the press is what ways organizations are engaging in drove these insights, and now it’s flip- social media.) flopped. Consumers are driving what they want as a whole community.” 20 PwC Health Research Institute | Social media “likes” healthcare
  • 23. Case study 2 Health system internalizes social media to improve operations What started as a social media experiment for Arlington, • Crowd-sourced problem solving: For example, when Texas-based Texas Health Resources nearly three years there was an unexpected surge in emergency room ago has resulted in a cultural transformation. Despite visits, the chief nursing officer reached out to the staff initial reservations, Texas Health embraced the stra- to determine if additional support was needed. tegic view that “social media reflects the kind of future where healthcare is headed and can offer new ways and • Creating affinity groups: More than 100 “affinity” delivery mechanisms to reach out to the community to groups have been formed, including ones around encourage personal health responsibility,” said Edward weight loss, innovation, and sports. “We have formed Marx, chief information officer for Texas Health and an a sports team where each member is from a different active blogger and Twitter enthusiast. entity in our health system. Four out of the five team members were picked up via the network,” said Marx. But before Texas Health could be effective in engaging customers externally, they wanted to develop an Texas Health Resources social media model internal culture of collaborating from operations issues to customer service related issues. The effort started Cross-functional social media steering committee with an interdisciplinary committee that developed a CIO Sr. VP Legal CMIO Sr. VP Human REsources simple social media policy based on trust of employees President Director of Marketing with access to social media. “Once the gates were open, Sr. VP Marketing Communications Director of Communications Sr. VP Compliance Director of Public Relations people joined in. There was an untapped desire to do a lot with social media,” said Marx. Internal social media External social media Knowledge sharing Disease education and support Social media has become a way of life for the multi- Innovation Community building Communication and team building Employee recruitment hospital system and is embedded in many aspects of its business. (See Figure.) The system engages with patients and community through Facebook, Twitter, and blogs, connects with employees and physicians through an internal social platform, and recruits Community Satellite Existing Potential and potential physicians sites employees talent through LinkedIn. patients Although internal social networking is voluntary, more than 3,500 employees out of Texas Health’s 21,500 employees are active members. Following are ways it’s Business being used: partners • Education and knowledge sharing: For example, the Source: Texas Health Resources, 2012 chief medical information officer created a presenta- tion on health information exchanges through input given via the network. An in-depth discussion 21
  • 24. Figure 13: A week in the life of social health Over one week in February 2012, PwC’s Health Research there were lower overall membership counts among the Institute tracked the social media activity of healthcare healthcare companies than communities, on average companies (providers, insurers, pharma companies) more than 100 new members engaged with each company and online consumer communities to create a “week in throughout the week. Further, the interactions that did the life of social health” snapshot. The communities had take place were high-quality touchpoints between organi- the largest membership and interaction — by both the zations and consumers, where they shared an educational community moderators and the consumer members. resource or resolved a customer service issue. Despite Community sites had 24 times more social media activity concerns by industry leaders that social media triggers on average than any of the health industry companies —  negative conversation, more than 80% of interactions a single post in a community could generate several were neutral and only 5% were negative. hundred comments. Communities remained active on the weekends and were mostly driven by their consumer members; whereas, provider, pharmaceutical, and insurer groups had minimal activity on the weekends. Although 24x Community sites had 24 times more social media activity on average than any of the health industry companies. 5% Despite concerns that social media will solicit negative conversations, the majority of mentions across all organization types were neutral and only 5% were negative. Average new likes, followers and views per organization Sentiment analysis* Likes Followers Views Positive Neutral Negative Provider 110 267 3,327 72 305 18 Pharma 148 109 17,119 110 681 50 Insurers 103 12 120 67 416 16 Communities 711 158 53,822 *Average sentiment in social media mentions per organization Source: HRI Week in the Life Of Analysis, 2012 22 PwC Health Research Institute | Social media “likes” healthcare
  • 25. Consumer interactions with organizations via Facebook and Twitter Activity measured in likes, shares, and comments A community posted a question to members: “When did you deliver your baby?—early, late, or on time?” and received: 61 likes Consumer activity 766 comments high: 6,778 low: Communities 4,987 An insurer gained new members by hosting A provider used quizzes to engage its a contest to reach its 15,000th page Like. members. A quiz about Vitamin D had: The contest post received: 35 likes 321 likes 3 shares 5 shares Consumer 35 comments 16 comments activity high: 633 low: Provider 6 A pharma manufacturer alerted members Pharma about a product recall which resulted in: 12 likes Insurer 47 shares 12 comments Monday Tuesday Wednesday Thursday Friday Saturday Sunday Consumer Organization Engagement with organizations’ Facebook sites Activity on their own Facebook sites Consumers use provider sites to connect and share, but they treat Providers, insurers, pharma companies and communities use insurer, pharma, and communities as a forum to give feedback. their sites to provide health information or answer questions. Providers Pharma Insurers Communities Providers Pharma Insurers Communities 3% 5% 1% 1% 52% 35% 55% 88% 31% 48% 96% 69% 8% 18% 23% 5% 66% 47% 3% 30% 30% 57% 22% 7% Asking questions Providing feedback Sharing and conversing Providing information Promoting Sharing and conversing An in-depth discussion 23
  • 26. Tune up internal collabora- “There is this shift from hoarding Consider the privacy, security tion processes to meet knowledge to sharing what you and other regulatory risks external demands know as a way to both help others and build your personal brand Privacy and security are top consumer Health companies are responding to as an employee,” said Dee Anna concerns when sharing their health employees’ needs to collaborate and McPherson, Yammer’s vice presi- information through social media. connect through internal (enterprise) dent of marketing. “This knowledge Consumers are most concerned with social media as well. Several organiza- can be used to enhance things like personal health information being tions interviewed are using internal product development, customer shared in public (63%) and informa- collaboration tools to connect on service, or on-boarding.” Several tion on social media being hacked or personal interests and work-related interviewees said that personal leaked (57%). (See Figure 14.) issues. For example, Mercy is using interest forums have led to work- one such tool called Yammer to related communications such as encourage and study collaboration collaboration drills on handling for a medical home pilot. customer service inquiries that require input from several depart- Enterprise social network services are ments within an organization. changing organizational culture and (See Case study 3 for more informa- increasing employee engagement. tion on enterprise social media use.) Figure 14: Consumer concerns of sharing health information through social media Personal health Information Making a Health None of these Other information being hacked decision based insurance being shared or leaked on incorrect coverage being in public information impacted due to information shared 63% 57% 52% 41% 20% 2% n = 1,060 Source: PwC HRI Social Media Consumer Survey, 2012 24 PwC Health Research Institute | Social media “likes” healthcare
  • 27. Case study 3 Insurer extends customer experience capability through social media Understanding that customers prefer to communicate Lessons learned: and connect in different ways, Health Care Service 1. Consider the implications of a real-time communication Corporation (HCSC), a four-state Blue Cross Blue Shield channel. Responding thoughtfully and timely to insurer, has used Facebook and Twitter to expand its negative comments is just as important as offering relationship with members. Its philosophy of offering new services. members their “channel of choice” prompted HCSC to extend its one-to-one phone and web customer service 2. Educate departments so they’re prepared to to a broader public forum. resolve issues. Since HCSC began using social media for customer 3. Start small and ramp up strategically. As companies service in 2008, its approach has evolved into a broader learn more about their audience and demand increases, they need to be prepared to scale up services quickly. strategy that provides information to raise health literacy and improve disease prevention. “Health insur- 4. Build excitement within the organization about the ance is something people don’t think about or don’t strategy, but make sure there’s an appreciation for want to think about until something goes wrong,” said the amount of work that goes into managing a social Lynde O’Brien, director of electronic media strategy. media channel. “Connecting to members via social media before they need care is a way to change that perception. We see 5. Look for opportunities to educate your customer social media as a way to change the conversation and community about health benefits, processes, and programs while being vigilant about protecting establish a relationship with members in a way that’s their privacy. timely, relevant, and maybe even fun.” 6. Finally, O’Brien said the communications must be For example, O’Brien tells of a young adult member who, “responsible and consistent. Members who decide to after paying his first bill, tweeted negatively, saying on reach out via social media should get an experience Jan. 26 at 7:27pm: “Just got my BCBSTX insurance card. consistent with other channels, such as a call center, It’s confusing and I can’t afford it.” HCSC’s social media which offer an immediate response.” community manager immediately contacted the customer service team to coordinate a response. They invited the unhappy customer to call so they could provide additional information and support. The next day, the member re-tweeted the entire exchange and the help HCSC had provided to him. His final tweet a day later at 5:54pm ended with “Great talking to you too! All my questions were answered and my worries relieved.” TWEET FROM: UPSET_MEMBER TWEET FROM: UPSET_MEMBER Posted on: Jan 06, 2011 07:27 PM Posted on: Jan 07, 2011 05:54 PM Just got my BCBSTX insurance card. It’s confusing and I can’t @BCBSTX Great talking to you, too! All my questions were afford it. #mistake #swindled #PPO answered and my worries relieved. Following: 38 | Followers: 66 | Updates: 1776 | Sentiment: Negative Following: 39 | Followers: 66 | Updates: 1798 | Sentiment: Positive Source: Health Care Service Corporation An in-depth discussion 25
  • 28. As healthcare companies and third Strategies should include a remedia- an area of excitement, but there’s little parties start using social media- tion plan and training needs to be activity given the industry landscape,” related information to inform busi- continual, detailing the consequences said Bob Rhatigan, senior vice presi- ness, it’s important to be transparent of noncompliance on an individual dent of facial aesthetics at Allergan. with consumers. Social media can and company level. Recent HRI “We can have a very controlled and present risks such as information research showed that less than 40% regulated one-way dialogue, but to being stolen through online fraud, of health industry organizations have a two-way dialogue in social known as phishing, abbreviated URLs, surveyed have included social media media channels is very difficult. This is data mining of information from in company privacy trainings.8 one of those mechanisms that cannot social networking sites, employees be optimized to its full potential by voluntarily disclosing critical busi- In the HRI survey, pharmaceutical/ pharmaceutical companies without ness information, and data leakage life science companies were more further clarification and guidelines violating confidentiality mandates. likely than providers and insurers to from the FDA.” For more information on privacy and report social media as a top privacy/ security of health information, see security concern (35% compared 8 Old data learns new tricks: Managing Old data learns new tricks: Managing to 27% and 21%, respectively). But patient privacy and security on privacy and security on a new data- approximately 23% of drug makers a new data-sharing playground, PricewaterhouseCoopers Health sharing playground. said they have not begun to address Research Institute, 2011. the privacy and security implications Health industry organizations should of social media. Intense regulatory have policies on business and personal scrutiny of marketing practices and use of social media. For example, data stringent adverse-event reporting should be classified so employees requirements have made the industry understand what sensitive informa- reluctant to assume an active voice tion is, how it can be used, and who is in the social media conversation. authorized to access and share corpo- Although the industry is keenly aware rate content. Company policies should of its obligations when sharing infor- specify who owns relationships when mation about products, their uses, and employees engage in social media side effects, industry regulators have as representatives. For example, an yet to fully define the rules for social employee working at a pharmaceutical media engagement. “Social media is company develops a diabetes website. The employee becomes “friends” with doctors who are interested in hearing 8 Old data learns new tricks: Managing about the latest technology. If the patient privacy and security on a new data-sharing playground, employee leaves the firm, who owns PricewaterhouseCoopers Health the physician relationships? Research Institute, 2011. 26 PwC Health Research Institute | Social media “likes” healthcare