physicians - the missing link in hospital and health system marketing

Physicians - the missing link …

… in the evolution of hospital marketing Greg Matthews @chimoose

Why do people pick certain hospitals?

…decisions

Contents are proprietary and confidential.

DAMN IT, JIM!

I ASKED FOR AN iPAD!

We’ve known for years that the internet was doctors’ #1 source of medical information1

61% of physicians

consult social media weekly for medical information2

Physicians are the missing link

In the evolution of hospital marketing

Understanding, Engaging and Activating physicians in the digital age

61% of physicians consult social media weekly for medical information

There is a new KOL emerging. Physicians are no longer just prescribers. They are the media.

The 1st and only database in the world to map physicians’ digital footprint to their national physician registry

The MDigitalLife dataset

Connects online and offline behavior such as referral patterns, prescribing

history & Medicare billing

479,395 physician digital footprints

mapped as of August 6, 2014

Debuted at the Mayo Clinic in October 2012

MDigitalLife Doctors

500+

100+

10+

1-9

50+

300+

bit.ly/mdlpw514

8

What’s actually happening today?

Contents are proprietary and confidential.

Average followers for a hospital twitter account

2,974

46.5 K 29.6 K 4,037

Contents are proprietary and confidential.

Average followers - Texas hospital twitter accounts

7

12

13

15

9

3

0

2

4

6

8

10

12

14

16

<100 100 - 329 330 - 999 1,000 - 2,999 3,000 - 9,999 >10,000

2,395 46% have over 1,000 followers

Contents are proprietary and confidential.

Average tweeting doctors affiliated with a hospital

10.9

156 75 37

Contents are proprietary and confidential.

Average tweeting affiliated with Texas hospitals

0

20

40

60

80

100

120

140

160

180

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59

average = 13

Contents are proprietary and confidential.

Percentage of tweeting doctors affiliated with a hospital

1.34%

5.4% 3.2 % 2.9 %

Lets look at the numbers

The average hospital follows how many of their doctors who are on twitter?

average = 4

9 %

Lets look at the numbers

The average hospital follows what percent of their doctors who are on twitter?

.92 %

5.4% 2.7 % 13 %

Lets look at the numbers

On average, how many times has a hospital @mentioned one of it’s doctors on twitter?

average = 6

369

Lets look at the numbers

On average, how many times has a hospital @mentioned one of it’s doctors on twitter?

6.24

5.4% 56 1,655

Lets look at the numbers

On average, how many times have doctors @mentioned their hospital on twitter?

average = 11

166

Lets look at the numbers

On average, how many times have doctors @mentioned their hospital on twitter?

11.3

5.4% 15 1,829

Contents are proprietary and confidential.

Larger hospitals & systems connect more with docs

• The largest quartile of providers have the highest rate of tweeting docs

Contents are proprietary and confidential.

Larger hospitals & systems connect more with docs

• The largest quartile of providers have the highest rate of tweeting docs

• Their doctors are more likely to follow their accounts & to mention their affiliation in their twitter bios

Contents are proprietary and confidential.

Larger hospitals & systems connect more with docs

• The largest quartile of providers have the highest rate of tweeting docs

• Their doctors are more likely to follow their accounts & to mention their affiliation in their twitter bios

• They’re also 2x as likely to follow and mention their docs as smaller providers

[YAWN]

[YAWN] But let’s dissect that –

And look more deeply at the largest organizations.

Contents are proprietary and confidential.

Hospitals that mention their docs have more followers

•  Among the 100 largest organizations: •  The 10 that mentioned a bigger percentage of their doctors had

151% More followers than their peers (8,075 to 5,358)

Contents are proprietary and confidential.

Hospitals that follow their docs have more followers

•  Among the 100 largest organizations: •  The 10 that followed a bigger percentage of their doctors had

178% More followers than their peers (8,550 to 4,792)

Contents are proprietary and confidential.

Hospitals with more tweeting docs have more followers

•  Among the 100 largest organizations: •  The 10 that with the highest percentage of doctors on twitter had

240% More followers than their peers (11,839 to 4,931)

Contents are proprietary and confidential.

•  Rhode Island Hospital is #1 in mentioning its docs (33%)

But it’s about engagement too …

Contents are proprietary and confidential.

•  Rhode Island Hospital is #1 in mentioning its docs (33%)

But it’s about engagement too …

… and gets 2x more engagement than

Which doesn’t mention its doctors at all.

Contents are proprietary and confidential.

Seattle Children’s gets 3 ½ RTs for each of its tweets.

Leading with the physician’s voice pays

Contents are proprietary and confidential.

Seattle Children’s gets 3 ½ RTs for each of its tweets. But when it @mentions Wendy Sue Swanson (@SeattleMamaDoc),

Leading with the physician’s voice pays

Contents are proprietary and confidential.

Seattle Children’s gets 3 ½ RTs for each of its tweets. But when it @mentions Wendy Sue Swanson (@SeattleMamaDoc),

Its RT rate is 25% higher.

Leading with the physician’s voice pays

Contents are proprietary and confidential.

•  Every HCP at Swedish has recorded an introductory video

•  More than 100 blog on their platform

•  They provide “almost all” of the content shared by MarComm at Swedish

You can even be their platform

Contents are proprietary and confidential.

Are mentioned 19x more often by their doctors.

Hospitals who’ve mentioned at least 1 of their docs …

Contents are proprietary and confidential.

Hospitals who’ve mentioned at least 1 of their docs …

Are mentioned 19x more often by their doctors.

Except in

Where they’re mentioned 27x more often.

Contents are proprietary and confidential.

OH NO!

MY CMO JUST FOLLOWED ME ON TWITTER!

MAKING THE TRENDS WORK FOR YOU

Contents are proprietary and confidential.

Activating your physicians

GUIDELINES

FIND

SUBSCRIBE MONITOR

PROMOTE

ASK TO SHARE

Set guidelines

•  Be transparent •  Provide resources

Contents are proprietary and confidential.

Activating your physicians

GUIDELINES

Find your doctors •  Search online •  Ask

Contents are proprietary and confidential.

Activating your physicians

GUIDELINES

FIND

Subscribe to their content

•  Follow on twitter •  Subscribe to blogs/YouTube

Contents are proprietary and confidential.

Activating your physicians

GUIDELINES

FIND

SUBSCRIBE

Monitor and coach

•  Learn how they operate

•  Guide and coach as necessary

Contents are proprietary and confidential.

Activating your physicians

GUIDELINES

FIND

SUBSCRIBE MONITOR

Promote their content

•  Share their blog posts and videos

•  Retweet them

Contents are proprietary and confidential.

Activating your physicians

GUIDELINES

FIND

SUBSCRIBE MONITOR

PROMOTE

Ask them to share your content

Don’t be shy Say please!

Contents are proprietary and confidential.

Activating your physicians

GUIDELINES

FIND

SUBSCRIBE MONITOR

PROMOTE

ASK TO SHARE

Greg Matthews @chimoose

Contents are proprietary and confidential.

1 Understanding the Factors That Influence the Adoption and Meaningful Use of Social Media by Physicians to Share Medical Information. Journal of Medical Internet Research, Vol 14 No 5. September 24, 2012 2 What Health Info Do Consumers Seek Online?. eMarketer, February 28, 2013

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