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Healthcare and social media

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Rodger Johnson
Rodger Johnson

This presentation to the IU School of Medicine Department of Public Health looks at the gap in internet usage of people with chronic illnesses and the direction of online health content in the future.

Santé & MédecineBusiness
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HEALTH CARE AND SOCIAL MEDIA Rodger D. Johnson, MA Inbound Marketing Certified
U.S. adults living with chronic disease are significantly less likely than healthy adults to have access to the internet (62% vs. 81%)
Living with chronic disease is also associated, once someone is online, with a greater likelihood to access user-generated health content such as blog posts, hospital reviews, doctor reviews, and podcasts.
These resources allow an internet user to dive deeply into a health topic, using the internet as a communications tool, not simply an information vending machine. Chronic Diseases & the Internet Pew Internet And American Life Project
The internet access gap creates an online health information gap. ,[object Object]
62% of adults living with one or more chronic disease go online.People managing multiple diseases are less likely to have internet access ,[object Object]
52% of adults living with two or more chronic diseases go online.,[object Object]
However, the social life of chronic disease information is robust There are two activities which stand out among people living with chronic disease: ,[object Object]
Online health discussionsPew Internet & American Life Project Chronic Disease and the Internet
The internet is like a secret weapon – if someone has access to it ,[object Object]
They often have complicated health issues, not easily solved by the addition of even the best, most reliable, medical adviceThose who are online have a trump card Having a chronic disease increases the probability that an internet user will share what they know and learn from their peers Pew Internet & American Life Project Chronic Disease and the Internet
Those who are online have a trump card ,[object Object]
They unearth nuggets of information
They blog
They participate in online discussionsThey just keep going Pew Internet & American Life Project Chronic Disease and the Internet
ACCU CHEK DIABETES LINK: A CASE STUDY
ACCU CHEK DIABETES LINK: A CASE STUDY A blog: You can subscribe to the blog via RSS or e-mail. You can also share the blog articles, but you cannot add comments ,[object Object]
Diabetes news from online sources: “In the News”
product and corporate information,[object Object]
ACCU CHEK DIABETES LINK: A CASE STUDY
ACCU CHEK DIABETES LINK: A CASE STUDY
ACCU CHEK DIABETES LINK: A CASE STUDY

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Healthcare and social media

  • 1. HEALTH CARE AND SOCIAL MEDIA Rodger D. Johnson, MA Inbound Marketing Certified
  • 2. U.S. adults living with chronic disease are significantly less likely than healthy adults to have access to the internet (62% vs. 81%)
  • 3. Living with chronic disease is also associated, once someone is online, with a greater likelihood to access user-generated health content such as blog posts, hospital reviews, doctor reviews, and podcasts.
  • 4. These resources allow an internet user to dive deeply into a health topic, using the internet as a communications tool, not simply an information vending machine. Chronic Diseases & the Internet Pew Internet And American Life Project
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. Online health discussionsPew Internet & American Life Project Chronic Disease and the Internet
  • 10.
  • 11. They often have complicated health issues, not easily solved by the addition of even the best, most reliable, medical adviceThose who are online have a trump card Having a chronic disease increases the probability that an internet user will share what they know and learn from their peers Pew Internet & American Life Project Chronic Disease and the Internet
  • 12.
  • 13. They unearth nuggets of information
  • 15. They participate in online discussionsThey just keep going Pew Internet & American Life Project Chronic Disease and the Internet
  • 16. ACCU CHEK DIABETES LINK: A CASE STUDY
  • 17.
  • 18. Diabetes news from online sources: “In the News”
  • 19.
  • 20. ACCU CHEK DIABETES LINK: A CASE STUDY
  • 21. ACCU CHEK DIABETES LINK: A CASE STUDY
  • 22. ACCU CHEK DIABETES LINK: A CASE STUDY
  • 23. ACCU CHEK DIABETES LINK: A CASE STUDY What is the objective of the Accu-Check Diabetes Link site? To reach out to people with diabetes and help connect them to information and resources that could help them lead more healthy lives.
  • 24.
  • 25. Blogger relations (Roche Social Media Summit)
  • 26. Understand their concerns and discover areas where the bloggers and Roche Diagnostics could work together
  • 27.
  • 28. Traffic to the site is organically driven
  • 29. For senior management buy-in and support: Did Roche have resources to provide the community with helpful information and knowledge swiftly and prudently
  • 30.
  • 32. Where we are going
  • 33. QUESTIONS & DISCUSSION Rodger D. Johnson, MA Twitter: @getsocialpr Blog: www.getsocialpr.com