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Social Media & Healthcare - Opportunities & Obstacles

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Do you think social media and healthcare can go hand in hand? Pankhuri Anand from our social media team is an expert in managing social presence of Healthcare Organizations. Through this presentation, she focuses on the regulatory framework that governs most healthcare organizations and tells us the steps that one must take to carve out a social media strategy for niche domain like healthcare.

A must see presentation if you are looking for best practices in marketing in the healthcare sector.

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Social Media & Healthcare - Opportunities & Obstacles

  1. 1. Social Media & Healthcare: Opportunities & Obstacles
  2. 2. Why Social Media & Healthcare Social media “likes” healthcare: From marketing to social business – PWC Driving Engagement through Social Media for Healthcare Providers Health Care Needs a Dose of Social Media – CNBC Social Media For Healthcare – Sharing is Caring The doctor will see you now: How the Internet and social media are changing healthcare • How to Overcome Obstacles in Healthcare Implementing a Social Media Program • 4 ways social media can transform doctor-patient communication • • • • • These are the articles that come up when I search for “Social Media & Healthcare”. All of them are well written & are from credible sources.
  3. 3. Social Media & Healthcare – Thumbs Up • Social media has invaded health care from at least three fronts:  Innovative startups  Patient communities  Medical centers • • • Health 2.0 movement has nurtured dozens of startups with creative concepts to revolutionize health care: tools from vertical search and social networks to health content aggregators and wellness tools Patient communities are flourishing in an environment rich with social networks, both through mainline social communities and condition-specific communities Hospitals and Academic Medical Centers are diving into the social media mix with more than 300 YouTube channels and 500 Twitter accounts. They are taking on monitoring and monetization of social media
  4. 4. Social Media & Healthcare – Thumbs Up • Lexington Medical Center went outside of the box with the 2012 Pink Glove Dance, a video competition, using YouTube, where the prizes are awarded as donations to breast cancer charities, to attract attention to itself, engaging practically the entire state of South Carolina • The fascinating idea of using Twitter to share live broadcasts of surgical procedures. The first was a tumor removal operation that took place in 2009 at Henry Ford Hospital in Detroit • Seattle Children’s hospital excels on Facebook through their highly visual cover image and posts. They also encourage active blogging and have 4 separate blogs that appeal to different audiences including a blog for autism, teens, and medical reports
  5. 5. Social Media & Healthcare – Thumbs Up Social Media Today recently posted an article applauding the social media efforts of Johns Hopkins. The buildings were under construction and the social media team created an interactive Facebook tab to learn about the buildings, take a video tour, and even take a quiz about the building’s construction, "that page drove over 20% of new Facebook likes”
  6. 6. Social Media & Healthcare – Opportunities & Obstacles • Healthcare like Finance are two of the highest regulating and monitoring industries making organizations slow to adopt social media • According to a 2011 survey by AMN Healthcare only 8 percent of physicians said they use social media at work to connect with patients • The 2011 Deloitte Report shows that only 14% of U.S. hospitals are using social media and social networking as an external facing marketing & communication tool • Interestingly enough in that same Deloitte study, 60% of physicians surveyed and 65% of nurses are interested in using social networks for professional purposes
  7. 7. Social Media & Healthcare – Opportunities & Obstacles • HIPPA Privacy Concerns  Communications between health care providers and their patients are subject to the Health Insurance Portability and Accountability Act (HIPAA)  A safe and easy way for doctors to use social media is to spread good health information, address common medical questions and share interesting developments in the medical world  Promoting wellness is a win-win; medical information relevant to many is provided without specific medical advice for a patient's medical condition  According to Lee Aase, Mayo Clinic’s Director for Social Media, aside from posting general health information, it is also important to offer content that invites patient involvement  They do a ‘Myth or Matter of Fact’ feature each week in connection with their Saturday radio program in which they post a frequently heard saying about a disease or condition & then invite users to say whether they think the statement is true or whether it is a myth. The answer is revealed on the page after radio program airs
  8. 8. Social Media & Healthcare – Opportunities & Obstacles • Education       Obstacle: Not knowing how to use social media tools or being overwhelmed by the lingo and regulations can be intimidating Providing education and opportunities for health care professionals to learn how to best use and incorporate social media in their work is an important first step Mayo Clinic, a pioneer in using social media in health care, launched its own Center for Social Media after so many hospitals and physicians turned to them for social media advice Technical health jargon makes it difficult for consumers to connect with their health. There's great information on medical charts, but consumers can't read them, so why not create a visual health report? A 20-page whitepaper about hypertension is useless, but a personalized infographic that's intuitive and simple can help them visualize a story about their individual health Le Bonheur Children’s Hospital, thinks engaging with patients via social media is a great way to empathize with those who need comfort, not just provide health news Users love photos and [success] stories, [especially those] that showcase team’s compassion and ability to go above and beyond for a family
  9. 9. Social Media & Healthcare – Opportunities & Obstacles • Time  Obstacle: Social media adds one more thing to a doctor’s already busy schedule  The doctor-patient relationship relies on communication  New technology is changing how we communicate with each other, just as the telephone and email did, but faster  The effort is however worth it, Lawrence Shapiro, Ph.D., President of Talk to An Expert, Inc., a HIPAA-compliant e-therapy company that launched quite recently, says “online therapy will help serve the nearly 3 out of 4 people who have mental health problems but do not currently get any kind of help,”  “It is particularly important for people who cannot get to an office for conventional help because they are housebound, in remote areas, physically disabled, and so on. Online therapy lowers the bar for people who need help.”
  10. 10. Social Media & Healthcare – Opportunities & Obstacles • Benefits v. costs  Overall physicians using social media have found the benefits outweigh the costs  Dr. Swanson uses her blog and YouTube videos to address common questions parents ask, allowing her to focus more time on the unique medical issues of her patients during their office visit  Dr. Alice Ackerman, a pediatrician and college professor from Virginia Tech University, discovered, it doesn’t take a huge following to make a difference. After a year of blogging she had an average of 4.5 readers per day  One day a reader sent her the following tweet – “Dr. Ackerman is the person who changed my mind once I read her blog and her links. I had no idea that info existed.” If you only make a difference in just one person, isn’t that enough of a benefit?  The obstacle is insurers don’t cover the time and energy doctors put into using social media to help their patients  By demonstrating the business case for social media beyond traditional marketing and communication, one can showcase real value
  11. 11. Social Media & Healthcare – Conclusion • The middle ground and the bottom line: social media and healthcare can go hand in hand • Most hospitals and medical institutions provide healthcare social media policies for their physicians and staff, and as long as these guidelines are respected, social media is a great tool to bring patients and doctors together • The world today is technologically driven, and it’s in our best interest – whether you’re a physician catering to your patients’ queries or an individual seeking proper medical treatment – to keep up with these advancements, especially when it comes to accessing healthcare • The Internet needs to be taken with a grain of salt, and in the case of healthcare, it’s in everyone’s interest to proceed with caution and skepticism • Also, not every activity is about ROI. However, business for healthcare can be generated depending on what all you view as business. A happy consumer that recommends you or ends up being a loyal customer is business. So is attracting potential consumers via your informational social presence
  12. 12. Social Media & Healthcare – ROI So are we saying that there is no ROI from social media activities? Is there anyway we can generate leads from social media? Is it only for engagement purpose? Can we measure the ROI from social media, if any?
  13. 13. Social Media & Healthcare – Social Influence in Purchase Decision
  14. 14. Social Media & Healthcare – Social Influence in Purchase Decision Key Point when it comes to reaching decision makers and influencers
  15. 15. Success Secret 1: Capitalize on Existing Demand Hot leads related to medical devices, patient advocacy, etc. More than 11,000 groups for the Healthcare Industry
  16. 16. Success Secret 2: Inducing Demand Discussion initiated on LinkedIn resulting in an inquiry
  17. 17. How do you do this? Research • Identify Quality LinkedIn groups • Approx. 11,000 LinkedIn groups for Healthcare Domain Reach • Scout for Conversations across all identified Groups • 15-20 discussions are initiated daily on each LinkedIn Group React • Start discussions to engage target audience in Groups • React and Respond to their enquiries
  18. 18. Success Secret 3: Target your Exact Customers via LinkedIn Ads Exact Job Designation Age Targeting Criterion Seniority Targeting Criterion Skills & Expertise Industry Job Function Targeting Criterion
  19. 19. Success Secret 4: Revive Passive Customers & Remarket Reach new customers and existing customers who haven’t converted via LinkedIn mail Incentivize them to convert Constant follow up
  20. 20. Success Secret 5: Loyalty Building Have an Existing Database of Customers already? Use them to influence their peers via the power of LinkedIn Groups All aspects of the Group – from creation, to nurturing, to monitoring are handled by our team
  21. 21. Some Examples
  22. 22. Success Secret 6: Content is King Create a Fully Branded Company Page Engage with Target Audience via planned Content themes Leverage the Power of Customer Recommendations
  23. 23. Success Secret 7: Measure, Measure and Measure Key Metrics No. of Leads Identified Referral and Direct Traffic Redirected to the Website Size of the Sales Funnel Size of the Social Community
  24. 24. Thank You