Presenting analysis for the very first time showing the real impact of physicians in their hospital's online marketing initiatives - and making a case for a new approach to partnership in marketing hospital services
3. Contents are proprietary and confidential.
DAMN
IT, JIM!
I ASKED FOR AN iPAD!
We’ve known
for years that
the internet
was doctors’
#1 source of
medical
information1
6. Understanding, Engaging and Activating physicians in the digital age
61% of physicians consult social media
weekly for medical information
There is a new KOL emerging. Physicians are
no longer just prescribers. They are the media.
The 1st and only database in the world to map physicians’
digital footprint to their national physician registry
The
MDigitalLife
dataset
Connects online and offline behavior
such as referral patterns, prescribing
history & Medicare billing
479,395
physician digital footprints
mapped as of August 6, 2014
Debuted at the Mayo Clinic in
October 2012
13. Contents are proprietary and confidential.
Percentage of tweeting doctors affiliated with a hospital
1.34%
5.4% 3.2 % 2.9 %
14. Lets look at the numbers
The average hospital follows how many of their doctors who are on
twitter?
average = 4
15. 9 %
Lets look at the numbers
The average hospital follows what percent of their doctors who are
on twitter?
.92 %
5.4% 2.7 %13 %
16. Lets look at the numbers
On average, how many times has a hospital @mentioned one of
it’s doctors on twitter?
average = 6
17. 369
Lets look at the numbers
On average, how many times has a hospital @mentioned one of
it’s doctors on twitter?
6.24
5.4% 561,655
18. Lets look at the numbers
On average, how many times have doctors @mentioned their
hospital on twitter?
average = 11
19. 166
Lets look at the numbers
On average, how many times have doctors @mentioned their
hospital on twitter?
11.3
5.4% 151,829
20. Contents are proprietary and confidential.
Larger hospitals & systems connect more with docs
• The largest quartile of providers have the highest
rate of tweeting docs
21. Contents are proprietary and confidential.
Larger hospitals & systems connect more with docs
• The largest quartile of providers have the highest
rate of tweeting docs
• Their doctors are more likely to follow their
accounts & to mention their affiliation in their
twitter bios
22. Contents are proprietary and confidential.
Larger hospitals & systems connect more with docs
• The largest quartile of providers have the highest
rate of tweeting docs
• Their doctors are more likely to follow their
accounts & to mention their affiliation in their
twitter bios
• They’re also 2x as likely to follow and mention their
docs as smaller providers
25. Contents are proprietary and confidential.
Hospitals that mention their docs have more followers
• Among the 100 largest organizations:
• The 10 that mentioned a bigger percentage of their doctors had
151% More followers than their peers
(8,075 to 5,358)
26. Contents are proprietary and confidential.
Hospitals that follow their docs have more followers
• Among the 100 largest organizations:
• The 10 that followed a bigger percentage of their doctors had
178% More followers than their peers
(8,550 to 4,792)
27. Contents are proprietary and confidential.
Hospitals with more tweeting docs have more followers
• Among the 100 largest organizations:
• The 10 that with the highest percentage of doctors on twitter had
240% More followers than their peers
(11,839 to 4,931)
28. Contents are proprietary and confidential.
• Rhode Island Hospital is #1
in mentioning its docs
(33%)
But it’s about engagement too …
29. Contents are proprietary and confidential.
• Rhode Island Hospital is #1
in mentioning its docs
(33%)
But it’s about engagement too …
… and gets 2x more
engagement than
Which doesn’t mention its
doctors at all.
30. Contents are proprietary and confidential.
Seattle Children’s gets 3 ½ RTs for
each of its tweets.
Leading with the physician’s voice pays
31. Contents are proprietary and confidential.
Seattle Children’s gets 3 ½ RTs for
each of its tweets.
But when it @mentions Wendy
Sue Swanson
(@SeattleMamaDoc),
Leading with the physician’s voice pays
32. Contents are proprietary and confidential.
Seattle Children’s gets 3 ½ RTs for
each of its tweets.
But when it @mentions Wendy
Sue Swanson
(@SeattleMamaDoc),
Its RT rate is 25% higher.
Leading with the physician’s voice pays
33. Contents are proprietary and confidential.
• Every HCP at Swedish
has recorded an
introductory video
• More than 100 blog on
their platform
• They provide “almost
all” of the content
shared by MarComm
at Swedish
You can even be their platform
34. Contents are proprietary and confidential.
Are mentioned 19x more often
by their doctors.
Hospitals who’ve mentioned at least 1 of their docs …
35. Contents are proprietary and confidential.
Hospitals who’ve mentioned at least 1 of their docs …
Are mentioned 19x more often
by their doctors.
Except in
Where they’re mentioned 27x
more often.
36. Contents are proprietary and confidential.
OH NO!
MY CMO JUST FOLLOWED
ME ON TWITTER!
MAKING
THE
TRENDS
WORK
FOR YOU
37. Contents are proprietary and confidential.
Activating your physicians
GUIDELINES
FIND
SUBSCRIBE MONITOR
PROMOTE
ASK TO SHARE
51. Contents are proprietary and confidential.
1 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
2 What Health Info Do Consumers Seek Online?. eMarketer, February
28, 2013
References: