Debut of the WCG Hospital Index, featuring analysis of Texas Hospital's performance in social media. Leading to how social analytics can be leveraged to create relevant content and connect as a member of the community which the hospital services. Critical to develop this capability in a post-reform world of reimbursement.
Presentation at the 2013 Texas Hospital Association Strategic Communications Summit on August 8, 2013 at the Four Seasons Hotel in Austin, TX.
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Analytics to Content to Community: A new contiuum of care
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Contents are proprietary and confidential.
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Analytics Content Community
A new continuum of care
Greg Matthews
August 2013
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Contents are proprietary and confidential.
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Connection promotes health, and twitter proves the model
that simple digital tools can vastly increase connection.
Aaron Stupple
Resident, Beth Israel Deaconness
Medical Center
twitter.com/astupple
http://adjacentpossiblemed.blogspot.com/
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Evolving Healthcare Communications
Environment
35% of patients are
considered “Online
Diagnosers”1
Contents are proprietary and confidential.
1 Health Online 2013. Pew Internet and American Life Project. January 15, 2013
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Evolving Healthcare Communications
Environment
35% of patients are
considered “Online
Diagnosers”1
Contents are proprietary and confidential.
1 Health Online 2013. Pew Internet and American Life Project. January 15, 2013
2 Understanding the Factors That Influence the Adoption and Meaningful Use of Social Media by Physicians to Share Medical Information. Journal of Medical Internet Research, Vol 14 No
5. September 24, 2012
46% of physicians
contribute medical
information through
social media weekly2
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Evolving Healthcare Communications
Environment
Contents are proprietary and confidential.
1 72% of Online Adults are Social Networking Site Users. Pew Internet and American Life Project. August 5, 2013
43% of Seniors on the
web use social media1
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Evolving Healthcare Communications
Environment
Contents are proprietary and confidential.
1 72% of Online Adults are Social Networking Site Users. Pew Internet and American Life Project. August 5, 2013
2 Hospitals on Twitter – Current Trends and Proven Strategies. By Dan Diamond on The Advisory Board Daily Briefing, March 21 2012
20% of hospitals are
on Twitter2
43% of Seniors on the
web use social media1
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Contents are proprietary and confidential.
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By releasing reliable, interesting and authoritative content to the
masses, you gain followers. And with followers comes
influence, which is vital in an industry where 41 percent of those
polled in the PricewaterhouseCoopers survey said social media
influences their choice of a doctor, hospital or medical facility.
Steve Cabeza
Amplification, Inc.
via Healthcare News & Information (April 2012)
twitter.com/ClubCabeza
http://www.amplificationinc.com/blog/
http://www.pwc.com/us/en/health-industries/publications/health-care-social-media.jhtml
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CHECK IT OUT
Your community is making health
decisions based on what they learn on
social media. Can you afford not to be
there?
Contents are proprietary and confidential.
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How about in Texas?
10 Contents are proprietary and confidential.
A look at the 372 Texas Hospitals
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How about in Texas?
11 Contents are proprietary and confidential.
A look at the 372 Texas Hospitals in the
Hospital Consumer Assessment of Healthcare Providers and
Systems survey
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How about in Texas?
12 Contents are proprietary and confidential.
A look at the 372 Texas Hospitals in the
Hospital Consumer Assessment of Healthcare Providers and
Systems survey
aka “Hospital Compare”
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CHECK IT OUT
There seems to be a correlation between
high patient satisfaction and
communicating via twitter.
Contents are proprietary and confidential.
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How Texas Hospitals Use Twitter
19 Contents are proprietary and confidential.
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CHECK IT OUT
Your community doesn’t stop using
social media after 5:00 on Friday. Why
would you?
Contents are proprietary and confidential.
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How Many People Follow Texas Hospitals?
27 Contents are proprietary and confidential.
6.4% 7.4%
17.0%
33.0%
14.9% 13.8%
7.4%
1 to 25 26 to 75 76 to 200 201 to 1,000 1,001 to 2,000 2,001 to 5,000 5,000+
Number Following
Top 20
Average
2,433
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0
5
10
15
20
25
30
35
40
0.0 - 0.1 0.1 - 0.5 0.5 - 1.0 1.0 - 5.6
Ratio of Followers to Following
Median
Ratio
.3 : 1
29 Contents are proprietary and confidential.
Twitter
Average
1 : 1
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Tweets per day over
Account Lifetime
@BaylorHealth
@UTSWNews
@TexasChildrens
@MethodistHosp
@ChildrensheOne
All TX Average
30 Contents are proprietary and confidential.
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1.1
0.8
1.3
0
0.2
0.4
0.6
0.8
1
1.2
1.4
Top 20 Texas All Texas National
Average Tweets per Day
75%
63%
69%
56%
58%
60%
62%
64%
66%
68%
70%
72%
74%
76%
Top 20 Texas All Texas National
% of Accounts who Tweeted in
the Past Day
Daily Account Activity
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Tweets per day over
5 months Apr’13 May’13Jun’13Mar’13 Jul’13
24.5%
26.6%
23.4%
16.0%
4.3%
5.3%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
0 0-.5 .5-1 1.1-3 3.1-5 5+
Accounts
tweeting >1 per
day average
3,774 followers
25.6% of
Accounts
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CHECK IT OUT
Create (valuable) content on a regular
basis – and people will care.
Contents are proprietary and confidential.
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Topic Breakout – Texas Hospitals
Patient Education
33%
Event
16%
Job Post
2%
News
6% Outreach/
Engagement
15%
Personal Story
7%
Hospital
Promotion
0%
Other
11%
Services
10%
Hospital
Promotion
21%
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Top Links
9/10 top links are
linking to hospitals’
own content
36 Contents are proprietary and confidential.
Top “Other” Domains
1. VA.gov
2. NYTimes.com
3. CNN.com
4. everydayhealth.com
5. Dallasnews.com
6. Huffingtonpost.com
7. go.com
8. FoxNews.com
9. Cdc.gov
10. Bizjournals.com
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Top Links
9/10 top links are
linking to hospitals’
own content
37 Contents are proprietary and confidential.
Top “Other” Domains
1. VA.gov
2. NYTimes.com
3. CNN.com
4. everydayhealth.com
5. Dallasnews.com
6. Huffingtonpost.com
7. go.com
8. FoxNews.com
9. Cdc.gov
10. Bizjournals.com
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CHECK IT OUT
Don’t be a huckster – use your social
channels to show that you’re a part of
the community you serve.
Contents are proprietary and confidential.
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Contents are proprietary and confidential.
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I think using Twitter and other social media outlets has
benefited me by letting me know where the patients are. I
learn from their stories and I have a chance to truly hear
them. In addition, I find social media beneficial as a learning
source to interact with other physicians and med students I
never would have met if I were confined by the walls of my
own hospital.
Danielle Jones,
OB/GYN Resident
twitter.com/daniellenjones
Mindonmed.com
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Physician Profiles
contain a
URL in their
bio
80%
identify
themselves
clearly as
such in their
twitter bio
78%
32%
link to a personal blog
or website
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How are MDs using their accounts?
6.90%
1.90%
31.90%
37.70%
Bio URL Distribution
Business Medical Resource Personal Blog/Website Practice
of all Plastic Surgery
URLs are links to their
practice
93%
46 Contents are proprietary and confidential.
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How connected are online physicians?
of all MDs are followed
by at least 20 MDs
34
%
Pediatrics
Emergency
Medicine
Family
Medicine
Specialties who
are followed by
other MDs
47 Contents are proprietary and confidential.
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Talking About
DIABETES
Top Diabetes Tweeters
• Internal Medicine
• Family Medicine
• Pediatrics
of all
classifications
mention
diabetes keywords
at least 1 time
in their tweets.
83%
48 Contents are proprietary and confidential.
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Analytics in Practice: The Social Oncology Project
Conclusions:
• Three decades of breast
advocacy has a profound
impact on patients, but not
doctors
• Physician tweeting is
largely patient-directed
• Awareness months and
celebrities drive consumer
conversions; less impact
with physicians
Therefore:
• Targets/audiences on social
media are distinct and
should be carefully selected;
one size does not fit all
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Social Oncology Report – Skin Cancer
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• The Social Oncology Project analyzed the growing
number of cancer conversations that occur online
every year – not only among the general public but
also among doctors.
• The report analyzed 4,193 total mentions about
treatment, prevention, diagnosis and research about
skin cancer among 488 unique physicians.
• The Social Oncology Report identified the top 20
most social doctors in skin cancer (those sharing
the most content and driving the most skin cancer
conversations online) and the 20 most mentioned
doctors in skin cancer (MDs most mentioned by
other MD peers - a good indication that other
doctors consider them to be credible experts
90%
0%Treatment
10%
0%
Treatment Represented 10% of
Physician Skin Cancer Conversations
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CHECK IT OUT
Doctors are leading the way. Listen,
learn, support and emulate them.
Contents are proprietary and confidential.
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The ULTIMATE
CHECK IT OUT
• Connect with your community
• Add value *broadly* in that community
– it’s not about you
• Share and engage on a regular basis
Contents are proprietary and confidential.
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Resources
The Social Oncology Project – http://w.cg/tsop13
MDigitalLife Search Sample –
http://search.mdigitallife.com
The Mayo Clinic Center for Social Media –
http://network.socialmedia.mayoclinic.org/
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Spike on 2/20/2013 : Houston Hospital live tweets a c section
46% of Sunday posts are by @BaylorHealth (ranked #1) and @MethodistHosp (ranked #14)49% of Saturday posts are made by 10 of the top 20 TX hospitals; the other 51% is made up by 46 hospitals.
Nearly 2/3 of physicians follow at least 100 people
The all TX hospital average (found by doing analysis on the individual level is .8x/day. The numbers per hospital are @BaylorHealth (ranked #1: THE HEART HOSPITAL BAYLOR PLANO); @UTSWNews, 2.9x day (ranked 7th: UT SOUTHWESTERN UNIVERSITY HOSPITAL-ZALE LIPSHY ); @TexasChildrens, 2.7x/day (Texas Children’s Hospital of Houston - not present in survey); @MethodistHosp, 2.7x/day(ranked #14: The Methodist Hospital, Houston); and ChildrenstheOne, 2.6/day (not in survey, Children’s Hospital, Dallas)
41% of all tweets contained an @ mention (49% for Top 20)42% contain hashtag
Median = 1.6
ILI= Influenza like illnesses
The all TX hospital average (found by doing analysis on the individual level is .8x/day. The numbers per hospital are @BaylorHealth (ranked #1: THE HEART HOSPITAL BAYLOR PLANO); @UTSWNews, 2.9x day (ranked 7th: UT SOUTHWESTERN UNIVERSITY HOSPITAL-ZALE LIPSHY ); @TexasChildrens, 2.7x/day (Texas Children’s Hospital of Houston - not present in survey); @MethodistHosp, 2.7x/day(ranked #14: The Methodist Hospital, Houston); and ChildrenstheOne, 2.6/day (not in survey, Children’s Hospital, Dallas)
The all TX hospital average (found by doing analysis on the individual level is .8x/day. The numbers per hospital are @BaylorHealth (ranked #1: THE HEART HOSPITAL BAYLOR PLANO); @UTSWNews, 2.9x day (ranked 7th: UT SOUTHWESTERN UNIVERSITY HOSPITAL-ZALE LIPSHY ); @TexasChildrens, 2.7x/day (Texas Children’s Hospital of Houston - not present in survey); @MethodistHosp, 2.7x/day(ranked #14: The Methodist Hospital, Houston); and ChildrenstheOne, 2.6/day (not in survey, Children’s Hospital, Dallas)
https://www.google.com/fusiontables/DataSource?docid=1Ft-SmS1B-6mrGXmaQEmasGM3eLKj9DwlctagmtI 215 doctors across 12 specialties
32% MDs link to a personal blog or website, 38% link to a practice website, 9% link to a business and 2% link to a medical resource.
After plastic surgeons, orthopedic surgeons were the second highest of any % at 78.5% of practice links, followed by Dermatology at 77% of practice links. The specialty with the highest % of personal blog/website links is pathology at 66.7%. The specialty with the highest % of business links was is Anesthesiology at 22.7%. The specialty with the highest % of Medical Resource links is also Pathology at 22.2%.
% of MDs followed by at least 20 other MDs by specialty: Pain Medicine 50%, Family Medicine 49%, Pediatrics 45%508 of 1397 36% were mentioned at least once by another physician in the data set
EndoGoddess = Pediatric EndocrinologyAnn Childers = Child and Adolescent PsychiatryAlvin B Lin = Family MedicineTop links in diabetesthehill.com (10)www.govhealthit.com (8)www.hhs.gov (7)www.health2con.com (5)www.ihealthbeat.org (5)
Hyperlink to skin cancer content capsule: http://nextworks.com/client/w2o/w2oranksskincancer_ic.htmlSkin cancer is not differentiated among skin cancer types