Healthcare and Social Media

Healthcare and Social MediaHealthcare and Social MediaAn Overview of how leading healthcare brands are using social media An Overview of how leading healthcare brands are using social media

April 11, 2011 Karen O’Brien, Managing DirectorJim Lightsey, Managing Director Alysse Esmail, Analyst

2www.crimson-consulting.com © CRIMSON CONSULTING 2011

Introduction

Social media is here to stay and the role that social media can play in healthcare marketing and communications is evolving.

Marketers in regulated industries are finding it challenging to leverage the full power of social media and are awaiting guidance on Internet and social media from the FDA. This report is an overview to demonstrate how leading healthcare brands are using social media marketing today.

From marketing strategy to web marketing and social media marketing, Crimson Consulting is experienced in helping companies understand the nature of emerging media and how to best execute effectively. Please contact us if you’d like to learn more about our approaches and services.

Best regards,

Karen O’Brien, Managing DirectorCrimson [email protected]

Jim Lightsey, Managing DirectorCrimson [email protected]


Contents

Introduction

Social Media and Healthcare

Healthcare Social Media Marketing Examples

About Crimson Consulting


Consumers Look Online for Health Care Information

• 61% of American Adults look online for Health Information

• 83% of consumers with internet access have looked online for information about health topics (i.e. disease, treatments, insurance, daily health issues)

• 24% of Patients Have Consulted Reviews of Medical Facilities Online

• 41% of patients have read someone else’s commentary or experience about health or medical issues on an online news group, website or blog

• 24% of patients online have consulted rankings or reviews of doctors or providers

-2009 Pew Internet Research Study


Information found by Consumers is having an impact on their health care

• 60% said it affected a decision about how to treat an illness or condition

• 56% said it changed their overall approach to maintaining their health or the health of someone they care for

• 53% said it led them to ask a doctor new questions, or to get a second opinion

• 49% said it changed the way they thought about their diet, exercise or stress management

• 38% said it affected their decision to see a doctor

• 38% said it changed the way they cope with a chronic condition or manage pain

- 2009 Pew Internet Research Study


Current Trends in US Hospitals use of Social Media

In 2009…

367 US hospitals were using social media• 267 Twitter Accounts• 190 Facebook Pages• 186 were on YouTube• 35 had blogs

In 2010 …

744 U.S. hospitals were using social media• 549 Twitter Accounts• 513 Facebook Pages• 337 YouTube Channels

- Cache, Health care professional Resource


Current Trends in US Hospitals use of Social Media


Patients are actively engaging through social Media

- Ed Bennett, Hospital and Social Media Presentation


Healthcare Recruitment

Healthcare organizations have begun using social media for recruitment, posting job opportunities on Facebook, LinkedIn, and Twitter.

These outlets allow recruiters to target closely. This method is very cost-effective, the company only pays when someone clicks on the link. www.kaiserpermanentejobs.org/


Connecting Employees

“We engage in dialogue through social media sites, encourage two-way conversations and respond to online posts when appropriate,” - Carol Burke, Senior Director of Marketing and Communications for AMN

AMN Healthcare is using Facebook, Twitter and LinkedIn to connect its employees and brands.

http://www.facebook.com/#!/NurseConnect


Digital Health Records

Microsoft HealthVault is a platform from Microsoft to store and maintain health and fitness information digitally, the website is accessible at and addresses both and individuals and healthcare professionals

Microsoft uses social media to inform Health Vault users ways get the most from the product “New home blood pressure study created for #diabetics - patients uploading readings into #Microsoft #HealthVault http://bit.ly/dGIBOM”

www.microsofthealthvault.com

http://twitter.com/HealthVault


Social Media for Corporate CommunicationsSocial Media for Corporate Communications

Pfizer was one of the first companies in a regulated industry to establish a Slideshare channel.

• Launched in July 2010, the channel provides investor and corporate presentations, documents and videos in a custom-branded space.

http://www.slideshare.net/Pfizer


Condition Related Campaigns

Genzyme “KneeToKnow” Facebook Campaign based on knee osteoarthritis

Internationally focused on consumers in India, Singapore, Malaysia and Philippines.

http://www.facebook.com/KneeToKnow


Condition Related Campaigns

www.facebook.com/joinredwww.twitter.com/#!/joinredhttp://www.joinred.com/red/

In 2009 (Red) a worldwide campaign was launched to help spread awareness and raise money for the AIDS epidemic growing in Africa.

Facebook and Twitter launched interactive profiles an streams in support of this campaign.

Partner companies Starbucks, Apple and Nike who have designed special products that contribute to funding the campaign.


Mobile Content, Tools and Engagement

http://www.text4baby.org/

http://www.voxiva.com/solutions/health_engagement/diabetes.html

Text4baby is a free mobile information service designed to promote maternal and child health.

Care4lifeSM is a personalized interactive mobile health service designed to help diabetics manage their condition by leveraging the ubiquity of mobile phones to educate, interact, and engage the patient.


Social Media for Crisis Management

Tylenol Recall:

Johnson & Johnson leveraged social media in a Crisis Management situation to create awareness about the Tylenol recall using social media outlets

• Got information out quickly

• Keeps public up-to-date • Allows for dialogue between company and consumer

http://jnjbtw.com/2010/01/mcneil-recall/ http://www.facebook.com/group.php?gid=124240290919932


Using Video to Engage

Johnson & Johnson Health Channel on YouTube

• Interactive with Consumers • Close to 100 Human Interest Videos

• Engaging, Innovated, Maintained and Liked

http://www.youtube.com/user/JNJhealth


Making Healthcare fun

Bayer Didget: A blood glucose testing product for kids. Connecting to Nintendo DS and rewarding users for building consistent blood glucose testing habits and meeting targets

“

“The Didget meter is a revolutionary development in healthcare management. Up until now, blood glucose monitors have been created with adults in mind.” Head of Bayer Medical Care, Sandra Peterson

http://www.bayerdidget.com/Home


Patient experiences

AstraZeneca My Asthma Story

Focused on the drug Symbicort , AstraZeneca “My Asthma Story” via vlog and YouTube focusing on viewers stories and challenges of battling Asthma

www.youtube/myasthmastory


Country Based Social Media Channels

Pfizer Country Based Social Media Channels

Language Specific Twitter

@Pfizer_News@PfizerMexico @Pfizer_Dairy @PfizerTurkiye@Pfizer_Spain

More focused and centralized for consumer satisfaction


Weight Loss Focused Social Media Channels

Alli is an FDA approved weight loss system using social media to provide support and help to motivate users to accomplish their health and weight loss goals.

Quick and direct responses between users and company supply tips, tricks and useful information via online forums like Facebook, Twitter and YouTube.

www.myalli.com


Wellness as a basis for engagement

Healthymagination is a GE Healthcare Campaign created to promote healthy eating and lifestyles among adolesences and families

www.twitter.com/gehealthy www.facebook.com/healthymagination


Engaging around charitable causes

Siemens Healthcare CaringHands Campaign raised more than $960,000 for organizations like the United Way, the American Cancer Society, the American Heart Association, the Leukemia and Lymphoma Society, Water for People, and other employee-designated charitable organizations across the country.

www.facebook.com/SiemensCaringHands


Education though Video

University of Maryland Medical Center YouTube Channel

• Video responses to common injuries • Explains injuries • How to fix/heal injuries

http://www.youtube.com/watch?v=gLAnQcVTAek


Real-time Education

- Ed Bennett: Hospital and Social Media Presentation


Health Associations are Setting the Bar for Social Media Engagement

http://twitter.com/#!/komenforthecurehttp://www.facebook.com/susangkomenforthecure

www.shopkomen.comhttp://apps.facebook.com/causes/beneficiaries/525/info


Co-Marketing with Health Associations

Macys and the American Heart Associated have teamed up for a viral online campaign raising over $24 million and counting…

www.macys.com/gored/


State Health Departments Use Social Media to Spread Awareness

New York City developed a Twitter account @nycHealthy to update citizens about health developments

Alabama Department of Public Health uses Facebook

Massachusetts created an interactive blog to help users find information about health concerns

www. twitter.com/nychealthy http://www.facebook.com/alabamapublichealth http://publichealth.blog.state.ma.us/


Healthcare Product Companies Partner with Consumer Companies

Polar (Heart Rate Monitors) partners with consumer companies, like Nike, Adidas and iPhone applications, like Digifit to engage with users. Enabling consumers to share progress and success via social networks.

www.twitter.com/digifit www.twitter.com/chrispolarUSA


Crimson Consulting Healthcare Marketing

Crimson is experienced in helping Healthcare brands leverage the power of marketing. Our services include:

Marketing Strategy•Brand Architecture/Portfolio Management•Value Proposition Development•Product Positioning•Product Marketing Effectiveness Social Media Marketing•Listening and Conversational Analysis•Consumer Receptivity/Needs•Marketing/Campaign Strategy•Social Media Roadmap•Governance and Policies•Campaign Design/Implementation•Engagement and Management Solutions•Metrics and Reporting

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Questions? Questions?

Crimson Consulting4970 El Camino Real, Los Altos, CA 94022650.960.3600 www.crimson-consulting.com

Karen O’Brien, Managing [email protected]

Jim Lightsey, Managing [email protected]

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