Download - International Healthcare Social Media Summit
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The right formula for healthcare communications
First Annual International
Healthcare Social Media Summit
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Today
• Tipping point for health and social media• Our Social Framework for engaging social
media programmes• Our social media malaria insights• GLOBALHealthPR’s prescription for malaria
social media engagement• Your questions
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A tipping point for health and social media
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Why now for health?
• Technology• New health dynamic• Regulations
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Technology
Data transferability
Usability
Web 1 Web 2 Web 3
Engagement
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New health dynamic
NIELSEN INDIA• Forecast 45 million users of social networks
by 2012– 45,000 joining daily
MEXICO• 30+ million internet users• 4 million twitter users
– 1 out of 10 has a blog– Fastest growing sector in Facebook is women
over 40
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Portugal
Sandra Pestana thesis• 28% of the Portuguese use the internet to search
information on health• This search of health subjects doubled between the
years of 2005 and 2009• 18% of the national hospitals provide internet to their
patients• Of nine assessed patient groups:
– 100% have Facebook pages– 66% have testimonial areas– 45% have blogs and forums
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New health dynamic
PEW USA• 59% of all American adults went online for
disease and treatment information in 2010• 25% of all American adults have referred to
social media comments when seeking medical information
• 23% of American social network users follow their friend’s personal health online
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New health dynamic
BUPA UK• UK Internet users using online information on
health matters increased from 37% in 2005 to 68% in 2009
• 70% looking for information for their own health issue; 22% for someone else
HealthUnlocked.com• National Rheumatoid Arthritis Society built
300 active members in three months • 470 blog posts / 658 survey responses
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Regulations
• FDA• ABPI• Transparency• Information vs. promotion clarity key
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Our approach
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Our SM principles
• Understand• Add lots of value• Leverage unique insights• Be open minded
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Smart listening
Personal engaging proposition
Social Framework
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Social media malaria insights
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Nathan’s story
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Hypotheses
1. Malaria prophylaxis does not tend to be discussed in the social media space, conversations focus on managing acquired symptoms
2. Insights and understanding of malaria do not tend to be shared between countries in the social media space
3. Conversations about malaria in the social media space will not be lead by official healthcare institutions
4. World Malaria Day will cause a long tail in social media activity
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Baseline
Additional
Breadth and depth
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The right approach
• Avoid the niche• Understand mainstream malaria engagement• Maximise efforts• Mix of automated and manual tools
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Our findings
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Identified blogs
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New blog posts per day
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New blog comments per day
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Number of tweets per day
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World Malaria Day quantitative findings
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New blog posts
World Malaria Day
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New blog comments
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Number of tweets
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Additional insights
• In markets with high prevalence, malaria is seen as similar to “bad luck” or having a cold and social media interactions about the condition treat it as such
• In markets with low prevalence, conversation is focused on disease epidemiology and science
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Additional insights
• Tendency for social media active malaria prone countries to reach out to other countries with similar disease prevalence levels
• Time zone is as much of a barrier to international social media engagement as language issues
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Conclusions
1. Malaria prophylaxis does not tend to be discussed in the social media space, conversations focus on managing acquired symptoms. NOT CONFIRMED INTERNATIONALLY
2. Insights and understanding of malaria do not tend to be shared between countries in the social media space. CONFIRMED
3. Conversations about malaria in the social media space will not be lead by official healthcare institutions. CONFIRMED
4. World Malaria day will cause a long tail in social media activity. NOT CONFIRMED INTERNATIONALLY
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Prescription for malaria social media engagement
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Smart listening
Personal engaging proposition
Social Framework
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Personal engaging proposition
• Through science, collaboration and action, we can stop malaria impacting people you care about– Give malaria personal relevance– Suggest that we have something interesting to say
from a scientific perspective and believe the future of the disease can be improved
– Establish an urgency in taking action– Encourage experience sharing in the social space
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Local adaptation
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India
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India
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Mexico
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Conclusions
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Digital malaria
• Identified challenges and opportunities healthcare institutions face– Understand social audience to engage them– Opportunity to lead and shape dialogue
• World Malaria Day 2011 impacted social media; this can be built upon in 2012
• Malaria needs to be given personal relevance for disease awareness activities to contribute to improved health behaviours
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Insightful action
• Tipping point for health and social media• GLOBALHealthPR healthcare experts and
uniquely placed to apply our Social Framework to listen, interpret and inform personal engaging propositions for social media