Who, Why & How Health Consumers and Industry use Social Media. Trends, tips and examples of the effective use of social media for healthcare and pharmaceutical marketing.
6. 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
7. A Channel, NOT a Strategy
Start with an objective
Create a strategy
Determine the best
tactics
8. 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
9. 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
13. Who? Providers
13
Almost 90% of
physicians use social
media for personal
purposes
> 65% use it for
professional purposes
14. Who? Health Consumers
14
Source: Manhattan
Research, Cybercitizen Health, US
2008-2011
ePatients =
educated
engaged
empowered
They seek
out, share, and
sometimes create
information about
health and wellness
15. 1/3 US Adults Use Social Media to
Discuss Health Issues
15
Source: 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
16. The Power of ePatients
16
Source: 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
18. 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
19. 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
20. 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
21. 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
23. Photos & Videos get the
most shares
Engagement with photos
& videos +65% since
Facebook Timeline intro
Source: Simply Measured
Sharing is the Holy Grail
24. 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
25. 40% of all internet
traffic in 2011
(50% by YE2012)
52% of all mobile
traffic
Source: CISCO
Video: Fits Every Screen
35. 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
36. Last Words
The biggest risk in
healthcare social media
Is not participating in the conversation.
Source: Farris Timimi,
The Mayo Clinic Social Media Center
38. Eileen O’Brien
Director of search &
innovation
Maureen Hall
Digital marketing strategist
Connecting People+Brands
Hinweis der Redaktion
http://youtu.be/GXjLwzqscHwSocial media is a collective term that describes a means of communicating and engaging with people. It’s any number of platforms, channels and tools that help people connect with each other in genuine, authentic and informal ways.They share their lives and experiences. What’s important isn’t so much the tools and the channels: It’s about people and new, simpler and more effective means of connecting with other people
Add poll at this point:Are you a 1) Key Influencer 2) Sharer or 3)Audience?
8 out of 10 internet users online for information on a specific health topic, disease or treatmentOF US Social Media Users....23% have followed their friends’ personal health experiences or updates17% have used social networking sites to remember or memorialize others who suffered from a health condition15% have gotten any health information on the sites14% have raised money for or drawn attention to a health-related issue or cause11% have posted comments, queries or information about health or medical matters9% have started or joined a health-related group on a social networking site
develop a clear and measurable objective and determine how your use of social media will help you achieve that business objective. S.M.A.R.T.• What do you want to achieve? • Who do you want to reach? • How do you want to do it? • What social media tools will you use? • How does social media integrate with your overall communication plan in the long term?
according to a Mashable report at the time of the switch,people were clicking “Like” almost twice as many times each day asthey were becoming fans—an indicator that “Like” was viewed asa less significant endorsement.
Highlight relevant researchImpart interesting health facts: Did you know… ?
The researcher, Simply Measured, drew its results from an admittedly small sample: just 15 Facebook brand pages. Doing so may have created a false sense of lift, especially since the greatest beneficiaries, Livestrong and Toyota, saw their engagement rates jump 161% and 156%, respectively.
Consumers may appreciate successful TV ad campaigns with interesting creative, but many still treat a commercial break as a great time to grab a snack or do some other quick chore away from the screen. Online, however, a video ad that pleases is one to be shared socially—and research indicates consumers are doing just that, and watching such ads more than ever before.According to data released in April from social video measurement firm Visible Measures, views of social video ads served to English-speaking audiences increased to almost 1.33 billion in Q1 of this year, a 78% rise over Q4 2011.
http:/www.facebook.com/ChildrensHospitalBostonLewis described the audience engagement — the primary measures of social media success — as “amazing.” Being able to tell good stories and acting as a patient resource, both of which Children’s does exceedingly well, are also two skills that hospitals need to demonstrate in order to have an effective social media strategy, Lewis said.
More than 20 biopharma Facebook accounts—company, disease awareness and brandedSanofi partners with March of Dimes
Over 6 million views in 6 years
More than 55 biopharma Twitter accounts—company, disease awareness and branded
Leverage thought leadership, government official, policy maker, mediaTarget: Policy makers, government officials and appropriate media outlets.
Consumer engagement on the rise on brand pages, but not reaching the levels of other social networksBrands have been creating company pages on Google+ since November 2011, and consumer engagement with brand content seems to be picking up.In May, Simply Measured released its report tracking brand page adoption and engagement by looking at the pages for Interbrand’s Top 100 companies—64 of which have verified pages on Google+. Additionally, more consumers are adding these companies to their Circles. As of May 7, 2012, at least 5,000 people had added 35% of these Top 100 brands to their Circles, up from 21% as of February 7. Additionally, 22% of brands had been “Circled” by more than 100,000 people, an increase from 13% in February.
Full explanation of policy: http://socialmedia.mayoclinic.org/2012/04/05/a-twelve-word-social-media-policy/
Target: Policy makers, government officials and appropriate media outlets