Health Care: Impacts of Social Media and the demands of the Industry
The world of healthcare is about to experience an upheaval. Here is what is happening:
an aging population
multiple chronic conditions including hypertension, arthritis, heart disease, cancer, and diabetes
a growing strain on existing healthcare infrastructure
These days the value of information provided by peers and communities supersedes information available by companies and organizations.
In the coming years, the demands on this industry will require its stakeholders to, not only, understand where these resources reside, and what they’re providing, but also how to become part of the community to provide value and solutions. How is this going to affect government programs? How will this impact Health Care brands and pharmaceuticals? Who’s doing it right today? or How are companies like GE Health Care and their Get Fit Program making social media work for them?
This session will provide an overview of online activity and discussion within the Health Care industry, what it means for organizations, services and brands and what they need to do to adapt to the increasing demands if its population. The session will also provide case examples of organizations doing it right and how your organization can take steps to building community and credibility in this new landscape.
You should attend this session if you work in the Health care Sector: Government, NPO, Pharmaceuticals: Sales, Marketing, Operations, and Policy.
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Social media and health care november 14, 2013
1. Social Media and Health Care: The
Increasing Demands of Health Care in a
Digital World
November 14, 2013
2. Today’s Truisms:
· Content is everywhere; it’s accessible; it’s free. People are
more informed than ever before.
· We’re moving from an era of mass communications to being a
mass of communicators, with more people trusting the
communicators.
· This wealth of content and conversations has enabled data-driven
solutions to filter out the noise and provide
companies actionable insights.
· It is eliminating the guesswork for all of us.
· It has the ability to allow business to make smarter
decisions.
3. We consistently
upload our
identities and
propensities….Th
ey, in turn,
become
quantified
4. Technology can help us listen to everything that’s
being said about ourselves, our company, our
brand…….
But finding that one key, that game-changing
insight in a sea of chatter and then actually doing
something about it is another story.
David Armano
“
”
5. The Latest Stats:
As of July 2013,
Yahoo!, Google
and MS Sites still
command the
majority of unique
visitors
6. Where are people spending their time relative to the total
amount of time spent on the Internet? (as at Dec 2012)
Rank Site Time Spent
Online
Desktop
Visitors
http://www.usatoday.com/story/money/business/2013/03/09/10-web-sites-most-visited/1970835/
Mobile Visitors
1 Facebook 10.8% 150.3 M 97.7
2 Google 10% 193.8 M 113.7 M
3 Yahoo 7% 185.8 M 92.2 M
4 Microsoft 4.9% 170.9 M 55.2 M
5 AOL 2.5% 117.6 M 62.4 M
6 Amazon 1% 128.2 M 80.5 M
7 eBay .9% 77.7 M 39.5 M
8 Tumblr .7% Not
available
N/A
9 Craigslist .7% 60 M N/A
10 ESPN .6% 38.7 M 34.6 M
7. Fact: The fastest growing demographic on Twitter is
55-64 age bracket, growing 79% since 2012
The 45-54 year age bracket is the fastest growing
demographic on Facebook and Google+
http://thenextweb.com/socialmedia/2013/11/12/10-surprising-social-media-statistics-might-make-rethink-social-strategy/
13. Health Care Stats:
1. More than 40% of consumers say that information found
in social media affects the way they deal with their
health.
2. 18-24 YO are than 2X as likely than 45-54 YO to use
social media for health-related discussions
3. 90% of respondents from 18-24 YO say they would trust
medical information shared by others on their social
networks.
4. 31% of health care organizations have specific social
media guidelines/policy.
5. 19% of smartphone owners have at least one health
app on their phone. Exercise, diet and weight apps are
the most popular.
http://getreferralmd.com/2013/09/healthcare-social-media-statistics/
14. More Health Care Stats:
6. 54% of patients are very comfortable with providers
seeking adivce from online communities to better treat
conditions.
7. 31% of health care professionals use social media for
professional networking.
8. 41% of people said social media would affect their
choice of a specific doctor, hospital or medical facility.
9. 30% of adults are likely to share information about their
health on social sites with other patients, 47% with
doctors, 43% with hospitals, 38% with health insurance
company, 32% with a drug company.
10.26% of hospitals in the US participate in social media.
http://getreferralmd.com/2013/09/healthcare-social-media-statistics/
16. How it began:
“Web 2.0 and Health 2.0 are converging as one of the most
powerful shifts in behaviour in the last generation.
At its heart is the fact that patients are people, and that people
are social. They want to know their healthcare professional,
and want to both seek the opinions of others and share their
own opinions.
In this context patients are rightfully taking ownership of their
healthcare decisions via actively seeking information and options
on the web.”
http://getreferralmd.com/2013/09/healthcare-social-media-statistics/
19. #hcsmca – the conversation in Canada
http://getreferralmd.com/2013/09/healthcare-social-media-statistics/
20. #hcsmca – the conversation in Canada
http://getreferralmd.com/2013/09/healthcare-social-media-statistics/
21. http://getreferralmd.com/2013/09/healthcare-social-media-statistics/
Through hashtagging, it
allows health care
professionals to
• “narrowcast to people
interested in a certain
disease on Twitter.
• search for health
information,
• share new research or
projects,
• connect for advocacy.
• organize disease-based
content”
Who it applies to: patients,
caregivers, clinicians,
researchers, marketers,
software developers,
journalists……everyone.
22. Look and
Listen
Social media intelligence is defining the way business is
structured, as a dynamic, customer centric and responsive
Establish
a Social
Footprint
Engage
Increase
Your
Social
Currency
Build Your
Community
Social
Enterprise
Basic consumer expectations Differentiating Experiences Operational
Sustainability
culture.
23. Social Media Maturity
Monitor
conversation
Social platforms:
FB, LI, Twitter,
Foursquare
Define voice
and tone
Start
conversations
Reach out to
brand advocates
Address issues driving
complaints
Regular
reporting
Media sites:
Youtube, Flickr,
Instagram,
Pinterest
Engage
existing
networks
Custom response Empower
external
advocates
Social commerce
Social media
education
Blogs and
podcasts, forums
and boards
Participate in
existing
conversations
Non-social
content goes
social
Empower internal
advocates
Develop internal data
workflow processes
Monitor growth
of emerging
technology
Supported by SEO Respond to
wall,
comments
Geo-targeting
social, mobile
Allow for
community
defense
Adapt products, services
and policies
Clear ownership
and governance
Active growth of
social asset base
Quality vs.
quantity
follower
refinement
Appropriate
staffing
(governance)
Location-based
community
building
Collaboration systems
among all stakeholders
Designate
community
manager
Design for
social
longevity
Social and web
integration
Identify social
influence
Social CRM
Social media
monitoring tools
Social
marketing tools
Advanced social
analytics
Content
management and
curation
Social Media ROI
Look and
Listen
Establish
a Social
Footprint
Engage
Increase
Your
Social
Currency
Build Your
Community
Social
Enterprise
Source: Social Wisdom, Laurie Dillon Schalk
24. How to continuously leverage social customer insights to develop a
Social CRM Strategy
Monitor Map Manage
Middlewar
e
Measur
e
What is being
said?
Who is saying
it?
Where should it
go?
How do I get it
there?
Is it working?
Listening
capabilities in
social media.
Linking social
profiles to
company
records.
Mgt systems to
provide insights
to the right
teams at the
right times.
Data
seamlessly
flows from
external to
internal
Tracking the
effectiveness of
CRM goals.
Resource: Altimeter: New rules for relationship mgt.