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Healthcare and Social Media

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Healthcare and Social Media: An overview of how leading healthcare brands are using social media.

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.

Veröffentlicht in: Business

Healthcare and Social Media

  1. 1. Healthcare and Social Media An Overview of how leading healthcare brands are using social media April 11, 2011 Karen O’Brien, Managing Director Jim Lightsey, Managing Director Alysse Esmail, Analyst
  2. 2. 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 Director Crimson Consulting 650.429.0340 [email_address] Jim Lightsey, Managing Director Crimson Consulting 650.429.0366 [email_address]
  3. 3. Contents <ul><li>Introduction </li></ul><ul><li>Social Media and Healthcare </li></ul><ul><li>Healthcare Social Media Marketing Examples </li></ul><ul><li>About Crimson Consulting </li></ul>
  4. 4. Consumers Look Online for Health Care Information <ul><li>61% of American Adults look online for Health Information </li></ul><ul><li>83% of consumers with internet access have looked online for information about health topics (i.e. disease, treatments, insurance, daily health issues) </li></ul><ul><li>24% of Patients Have Consulted Reviews of Medical Facilities Online </li></ul><ul><li>41% of patients have read someone else’s commentary or experience about health or medical issues on an online news group, website or blog </li></ul><ul><li>24% of patients online have consulted rankings or reviews of doctors or providers </li></ul>-2009 Pew Internet Research Study
  5. 5. 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
  6. 6. 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
  7. 7. Current Trends in US Hospitals use of Social Media
  8. 8. Patients are actively engaging through social Media - Ed Bennett, Hospital and Social Media Presentation
  9. 9. 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/
  10. 10. 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
  11. 11. 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
  12. 12. Social Media for Corporate Communications <ul><li>Pfizer was one of the first companies in a regulated industry to establish a Slideshare channel. </li></ul><ul><ul><li>Launched in July 2010, the channel provides investor and corporate presentations, documents and videos in a custom-branded space. </li></ul></ul>http://www.slideshare.net/Pfizer
  13. 13. 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
  14. 14. Condition Related Campaigns www.facebook.com/joinred www.twitter.com/#!/joinred http://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.
  15. 15. 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. Care4life SM 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.
  16. 16. Social Media for Crisis Management <ul><li>Tylenol Recall: </li></ul><ul><li>Johnson & Johnson leveraged social media in a Crisis Management situation to create awareness about the Tylenol recall using social media outlets </li></ul><ul><li>Got information out quickly </li></ul><ul><li>Keeps public up-to-date </li></ul><ul><li>Allows for dialogue between company and consumer </li></ul>http://jnjbtw.com/2010/01/mcneil-recall/ http://www.facebook.com/group.php?gid=124240290919932
  17. 17. Using Video to Engage <ul><li>Johnson & Johnson Health Channel on YouTube </li></ul><ul><li>Interactive with Consumers </li></ul><ul><li>Close to 100 Human Interest Videos </li></ul><ul><li>Engaging, Innovated, Maintained and Liked </li></ul>http://www.youtube.com/user/JNJhealth
  18. 18. Making Healthcare fun <ul><li>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 </li></ul>“ “ 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. Education though Video <ul><ul><li>University of Maryland Medical Center YouTube Channel </li></ul></ul><ul><ul><li>Video responses to common injuries </li></ul></ul><ul><ul><li>Explains injuries </li></ul></ul><ul><ul><li>How to fix/heal injuries </li></ul></ul>http://www.youtube.com/watch?v=gLAnQcVTAek
  25. 25. Real-time Education - Ed Bennett: Hospital and Social Media Presentation
  26. 26. Health Associations are Setting the Bar for Social Media Engagement http://twitter.com/#!/komenforthecure http://www.facebook.com/susangkomenforthecure www.shopkomen.com http://apps.facebook.com/causes/beneficiaries/525/info
  27. 27. 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/
  28. 28. 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/
  29. 29. 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
  30. 30. Crimson Consulting Healthcare Marketing <ul><li>Crimson is experienced in helping Healthcare brands leverage the power of marketing. Our services include: </li></ul><ul><li>Marketing Strategy </li></ul><ul><li>Brand Architecture/Portfolio Management </li></ul><ul><li>Value Proposition Development </li></ul><ul><li>Product Positioning </li></ul><ul><li>Product Marketing Effectiveness </li></ul><ul><li>  </li></ul><ul><li>Social Media Marketing </li></ul><ul><li>Listening and Conversational Analysis </li></ul><ul><li>Consumer Receptivity/Needs </li></ul><ul><li>Marketing/Campaign Strategy </li></ul><ul><li>Social Media Roadmap </li></ul><ul><li>Governance and Policies </li></ul><ul><li>Campaign Design/Implementation </li></ul><ul><li>Engagement and Management Solutions </li></ul><ul><li>Metrics and Reporting </li></ul>
  31. 31. Questions? Crimson Consulting 4970 El Camino Real, Los Altos, CA 94022 650.960.3600 www.crimson-consulting.com Karen O’Brien, Managing Director 650.429.0340 [email_address] Jim Lightsey, Managing Director 650.429.0366 [email_address]