Presentation by Trufflenet Health's Janet Gunner to the British Healthcare Trades Association conference, including social media data for Coloplast, Hollister, Invacare and Ottobock

1. BHTA – 26th September 2012
Making social media work for you
Janet Gunner
@truffle_health
26th September 2012
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2. Break out session
1. Is there any commercial value to social media research?
2. Why social media isn't just about Facebook and Twitter in
healthcare?
3. What benefits can be gained from engaging in social media
research for your business?
4. How organisations use social media to understand patients and
healthcare professionals, by presenting some social media insights
on some of the companies attending today.
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3. Is there any commercial value to social media research?
Too much Inactivity in
“socialising” the work
Distraction during work place: lost
time hours - lost
profit
NO commercial value - IT
departments instructed to restrict
access to employees
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4. Is there any commercial value to social media research?
So what has changed? Some statistics to help ….
Almost a billion Facebook users
140 million active Twitter accounts
 sending 340 million tweets a day
62% of adult internet users using at least one social
networking platform.
Social media didn’t exist 15 years ago so this is quite some
change!
Is this an opportunity to engage with an online
community gaining long term, loyal and satisfied
customers?
Commercial value
4

5. Commercial Value
1. Is there any commercial value to social media research?
2. Why social media isn't just about Facebook and Twitter in
healthcare?
3. What benefits can be gained from engaging in social media
research for your business?
4. How organisations use social media to understand patients and
healthcare professionals, by presenting some social media insights
on some of the companies attending today.
5

6. Why social media isn't just about Facebook (FB) and Twitter in
healthcare?
Consumers and healthcare professionals are using social media sites
outside FB and Twitter to find answers, education themselves, help guide
decision making when it comes to health issues. Research indicates that
up to:
 40% access health-related consumer reviews (e.g. of treatments,
products or physicians)
 20% Supported a health cause
 30% Posting about their own health experiences
 20% have joined a health forum or community
 Healthcare professionals are using forums to share medical cases,
seeking advice from colleagues globally
Organisations are also beginning to use social media sites outside FB
and Twitter to:
 Raise awareness of their products / drugs
 Produce educational information on disease / treatments / lifestyle
 Sponsor patient forums
 Provide Q&A opportunities
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7. Commercial Value
1. Is there any commercial value to social media research?
2. Why social media isn't just about Facebook and Twitter in healthcare?
3. What benefits can be gained from engaging in social media research for
your business?
4. How organisations use social media to understand patients and healthcare
professionals, by presenting some social media insights on some of the
companies attending today.
7

8. What benefits can be gained from engaging in social media
research for your business?
In 2012, social media enables instantaneous self-expression and
a shared community experience
 at any hour of the day, with someone in the house next door or
halfway across the globe
It is estimated that one-third of consumers are using social media
for health-related matters
With a single key stroke, individuals can broadcast their opinions
and attitudes to physicians, drugs, devices, treatments, hospitals,
and health plans
 Positive and negative!
The health industry has been slow to embrace social media, but
is now beginning to see the benefits
Opportunities and
Threats 8

9. What benefits can be gained from engaging in social
media research for your business?
Opportunities
This era of social media, provides you with real-time feedback
directly from your customers, which you can address immediately,
leading to:
 Improved customer service
 Higher quality care
 Loyal customers
 Revenue growth
Threats
Negative feedback exposed to a mass community
 however “Listening” is the start to gaining a handle on
negative chatter.
“One of the greatest risks of social media is ignoring social media, it’s out
there, and people are using it whether you like it or not. You don’t know what
you don’t know.” Don Sinko, chief integrity officer of Cleveland Clinic. 9

10. What benefits can be gained from engaging in social
media research for your business?
Consumers can …. Healthcare companies can…
View what others are experiencing
in terms of symptoms, reactions to Demonstrate timely and thoughtful
treatments, prognosis, responses to problems
developments etc
Understand more about the
Feel supported and not alone consumer emotionally from non-
bias, real discussions
Research information, ask
questions to medical supply Reach a new audience who are
providers, professionals, insurers looking for education and
and others information of services
Find real-time information and Ensure information provided is
exchange information on a accurate and delegate a
forums and blogs spokesperson to effectively
handle the “chatter”
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11. Examples of healthcare social media conversations
“When I was in the ER last night, I tweeted about the interminable wait. It
seemed as though people who weren’t that sick got whisked in ahead of me!
Guess what? Someone from the hospital heard me! They spotted my tweet
and responded. And even sent someone down to talk to me in person.
That’s what I love about social media. It’s like my personal electronic
megaphone”
“Ever since I found out I had diabetes, I’ve posted monthly on Facebook
about my struggles managing my blood sugar and energy level, and lots of
people — some I don’t even know — have swapped healthy recipes, sent
me tips on where to buy test strips, and even recommended doctors”
“I feel like the healthcare industry is finally getting it. My hospital has a
Facebook page where they post lifestyle advice, the drug company shares
newly released treatment studies through its Twitter account, and my insurer
even has these interactive games that help manage my diet and exercise.
Best of all, I’ve joined a few patient communities where I share how I’m
doing on certain treatments”
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12. Commercial Value
1. Is there any commercial value to social media research?
2. Why social media isn't just about Facebook and Twitter in
healthcare?
3. What benefits can be gained from engaging in social media
research for your business?
4. How organisations use social media to understand patients
and healthcare professionals, by presenting some social
media insights on some of the companies attending today.
12

13. What have social media conversations been saying about
your company?
Of the 51 consumer responses
identified for Coloplast, 39 were
videos of people talking about
products posted on YouTube.
 Of these, over a third (36%)
were posted by ostomy bag
users demonstrating and
reviewing Coloplast items
All ostomy videos which offered
sentiment towards products were
positive.
 Two of these videos were Elijah did a video for Child
Life services to explain his
strongly positive where the new ostomy. He loves his
reviewer stated that a product new Coloplast Sensura with
had a significant impact on velcro!
their quality of life. Joel Ellis 13

14. What have social media conversations been saying about
your company?
Coloplast key topics of discussion % of consumer posts
Wheelchair rugby sponsorship 31%
Ostomy users personal experiences through video 22%
Demonstration by healthcare professionals 16%
Catheter related posts 10%
Bag user video response (accessories) 6%
N=51
There was no negative sentiment
“Brian Olson of Coloplast US.,
expressed towards the brand. on the floor board during the
2010 World Wheelchair Rugby
Championships.”
DDTREE4
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15. What have social media conversations been saying about
your company?
All product recommendations were from a single forum thread asking
for advice about wheelchairs (The Bub Hub)
 Nine respondents recommended Ottobock over other brands.
Fifteen of the product
photo/video results were
retweets of The Times photo of
the day featuring a prosthetic
leg at the Olympic Otto Bock
repair centre (right).
No negative sentiment was
expressed towards the brand.
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16. What have social media conversations been saying about
your company?
Ottobock -Key topics of % of consumer
The controversy over the claim discussion posts
by Oscar Pistorius that a Paralympic games 55%
difference between the length of Product picture/video 22%
blades accounted for his loss in HQ building architecture 9%
the Paralympic 200m was Product recommendation 5%
mentioned twice.
Ottobock India 4%
 Ottobock blades were worn N=155
by his rival.
The topic receiving the highest “I'm still going to push
proportion of positive sentiment for one in the next year or
was product recommendations two. I've looked at the Otto
Bock Skippi and they look
(100%) followed by product awesome... can't wait to see if
photo/videos (21%). that's the way you go.
Prickle
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17. What have social media conversations been saying about
your company?
Invacare - Key topic of % of consumer
Mobility vehicle discussion posts
demonstrations mostly
Mobility vehicle
consisted of users displaying 48%
demonstrations
their vehicles’ capabilities in a
Lift / sling demonstration 12%
positive manner.
Adaptive cycling 6%
Custom chairs 9%
Users posted pictures and
videos of their handcycles Design convenience /
6%
ergonomics
including images of
N=33
tournaments and races.
Custom chairs, specially designed to suit the needs of the user were
shared on-line.
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18. What have social media conversations been saying about
your company?
The most negative comment
70%
towards an Invacare product came
from an individual whose severe 60%
injuries left him unable to use a 50%
conventional Invacare wheelchair 40%
 Daniel J. Towsey writes a 30%
wheelchair rights blog and
20%
posts videos criticising
10%
attitudes and policies towards
0%
the disabled.
N=33
Less potent negative commentary
was related to the poor design of a
chair’s adjustment screw and
customer service.
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19. What have social media conversations been saying about
your company?
Hollister – Key topic’s % of consumer
of discussion posts
Bag user video
responses 54%
• Hollister was talked about by only a
small number of consumers (14) in Ostomy bag picture
sharing 15%
comparison to Coloplast (51) which
provides similar ostomy products. Customer serivice 8%
Living with a Hollister
ostomy 8%
• Just over half (54%) of consumer
Modifying a bag 8%
posts where YouTube videos
demonstrating or reviewing Hollister Recommending Hollister 8%
ostomy products. n = 14
• The single post referring to modifying
an ostomy bag was a video
demonstrating how a Hollister bag
can be made smaller for convenience
when doing physical exercise (right)
• This had a positive impact on
their quality of life

20. What have social media conversations been saying about
your company?
• Over two thirds (71%) of bag user videos
were positive.
• There were related to positive ostomy
product reviews and upbeat
demonstrations.
• There was no negative sentiment
expressed towards Hollister or its
products.
I had a funny chat with the
Hollister Ostomy supply guy on
the phone today. He asked me if
my ostomy was temporary or
permanent and I told him it was
permanent so he better be nice to
me because I was going to be a
customer for a LONG time.
bpBailey

21. Summary
Social Media conversations / posts influence change, be that of
the consumer or the healthcare provider or professional
Whether you are an insurer, medical device or pharmaceutical / life
science company, you can benefit from more active online engagement
with consumers
 It is an opportunity to manage the expectations of the customers
and reduce the manifestation of issues
It is very simple: it can truly improve your customer service and ensure
you have lifelong customers who will advocate your products
@truffle_health
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22. CONTACT DETAILS
Trufflenet - Healthcare Division
Janet Gunner
12 Suffolk Street
London
SW1Y 4HG
T: +44 (0) 20 7812 6565
E: janet.gunner@trufflenet.com
www.trufflenet.com