The Social Life of Healthcare:

Who, Why & How

Health Consumers & Industry

Use Social Media

Eileen O’BrienDirector of search & innovation

Maureen HallDigital marketing strategist

Connecting People+Brands

Why Social Media?

Making Connections with People

Amplification Power

: Source: Jake McKee & 90-9-1.com

1% Key Influencers

9% Sharers

90% Audience

The Social Life of Health is Robust

Online conversation about health is driven by 2 forces:

1. The availability of social tools

2. The motivation, especially among people living with chronic conditions, to connect with each other

: Source: Pew Internet & American Life Project

A Channel, NOT a Strategy

Start with an objective

Create a strategy

Determine the best tactics

7 Business Drivers of Social Media

Pick any 2 at one time:

1. Enhance Branding & Awareness

2. Protect Your Reputation

3. Enhance Public Relations

4. Build Community

5. Enhance Customer Service

6. Facilitate Research & Development

7. Drive Sales & Leads

7 Business Drivers of Social Media

Pick any 2 at one time:

1. Enhance Branding & Awareness

2. Protect Your Reputation

3. Enhance Public Relations

4. Build Community

5. Enhance Customer Service

6. Facilitate Research & Development

7. Drive Sales & Leads

Who’s Using Social Media?

Who? Bio/Pharma

11

Company, disease awareness and branded

> 20 Facebook pages> 55 Twitter accounts> 40 YouTube

channels

Who? Hospitals

12

>4,000 social-networking sites

1,068 Facebook pages814 Twitter accounts575 YouTube channels

As of Oct. 2011

Who? Providers

13

Almost 90% of physicians use social media for personal purposes

> 65% use it for professional purposes

Who? Health Consumers

14

Source: Manhattan Research, Cybercitizen Health, US 2008-2011

ePatients = educated engagedempowered

They seek out, share, and sometimes createinformation about health and wellness

1/3 US Adults Use Social Media to Discuss Health Issues

15Source: PricewaterhouseCoopers, 2012

42% accessed reviews of treatments or physicians

25% posted about their health experience

61% trust their healthcare provider & will interact with them via social media

37% trust information from a drug company

40% report that info gleaned from social media would affect the way they manage chronic conditions or how they look at diet and exercise

The Power of ePatients

16Source: Manhattan Research, Cybercitizen Health, US 2008-2011

Katherine Leon spurred a Mayo Clinic doctor to research her rare cardiac disease (SCAD) and recruited for the study via social media

Study filled in 1 week

Consumer Expectations

Only 42% of active

Facebook users agree that

“Like” means they are a fan

or advocate of the company

• 25% disagree

• 33% indecisive

Source: ExactTarget,

The Meaning of Like #10, 2011.

“Like” is a Form of Self Expression

Something of Value

Deals

Discounts

Exclusive content

On topic, relevant

What’s Best for

Patients?

…and a Delivery Vehicle

Photo OSU Archives, used by permission under Creative Commons

35% say that after “liking” a

brand on Facebook, they

expect to hear from the

company

• Yet 58% say that they have

never received a response

Source: Lithium Technologies,

April 2012

Conversation Required

Photo kdinuraj, used by permission under Creative Commons

25% of respondents

expect to hear back from a

company when they tweet

about a brand or product

• Only 9% say they actually

have gotten a response

Source: Lithium Technologies,

April 2012

Conversation Required

Photo Eric Fischer, used by permission under Creative Commons

Ask questions

Polls

Controversial news

Let them tell their stories

Stage a live Q&A

Encourage Comments

Photos & Videos get the

most shares

Engagement with

photos & videos +65%

since Facebook

Timeline intro

Source: Simply Measured

Sharing is the Holy Grail

4x’s higher CTRs

+ Dwell Time

+ SEO

500 years of video watched/day on FB

700 videos/min shared on Twitter

Video: Not Just for YouTube

40% of all internet

traffic in 2011

(50% by YE2012)

52% of all mobile

traffic

Source: CISCO

Video: Fits Every Screen

How to Use Social Media

Facebook.com/ChildrensHospitalBoston

Facebook.com/SoundsOfPertussis

Partner with Trust Agent

YouTube

comments can go

live, be moderated

or turned off

YouTube.com/JNJHealth

#RXSaves tweetchat

Twitter.com/AstraZenecaUS

Writers post without approval, moderate

comments

Lillypad.Lilly.com

Pinterest.com/NovoNordisk

Pinterest.com/VirtuaWoman

Google+

• 100M

adopters

• Requires

content &

engagement

• Good for

search

12 Word Social Media Policy

Don’t Lie, Don’t Pry

Don’t Cheat, Can’t Delete

Don’t Steal, Don’t Reveal

Source: Farris Timimi, The Mayo Clinic Social Media Center

Last Words

The biggest risk in

healthcare social media

Is not participating in the conversation.

Source: Farris Timimi, The Mayo Clinic Social Media Center

Thank You!Questions?

Eileen O’BrienDirector of search & innovation

Maureen HallDigital marketing strategist

Connecting People+Brands