social media and its impact on the healthcare industry (june 2010)
DESCRIPTION
Presentation from Healthcare New Media Marketing Conference held June 14 - 15, 2010 in Chicago, IL. Presented by Joel Selzer, Co-Founder & CEO - Ozmosis and Shahid N Shah, Founder & CEO - Netspective.TRANSCRIPT
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Social Media is Part of our Culture
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1. Google
2. Facebook
3. Yahoo
4. YouTube
5. Wikipedia
6. Amazon
7. Craigslist
8. Ebay
9. Twitter
10. WindowsLive
11. Blogger
12. MSN
13. MySpace
14. AOL
15. Go
16. Bing
17. LinkedIn
18. CNN
19. Wordpress
20. ESPN
*http://www.alexa.com/topsites/countries/US
Eight of the top 20 most visited sites in the U.S. are social media sites
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In March, Facebook passed Google as the most visited website in the U.S.
*Experian Hitwise – 3/15/2010
www.facebook.com
www.google.com
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However, social media should not be treated as another marketing channel…
…especially in healthcare
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Rise of Social Media in
Healthcare
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730 Hospitals have an active Social Media presence with more than 1,400 sites
*http://ebennett.org/– May 22, 2010
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The Dose of Digital Wiki lists over 200 active healthcare communities
*Dose of Digital Wiki – June 7, 2010
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Adults are turning to the web and social media for health information
*Pew Internet Life Project– 2009
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Physicians continue to embrace social media as a professional tool
of physicians engage online as part of their clinical workflow
of physicians are interested in or already use physician social networks
*Manhattan Research – Taking the Pulse v9
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Impact of Social Media on Healthcare
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Social media helps healthcare organizations solve marketing needs
HOW DO YOU:
1. Make it easier for patients and providers to better understand the products and services you offer?
2. Demonstrate your clinical expertise to create a competitive advantage?
3. Build trust and deliver valued information and services?
4. Identify market trends and listen to your customers / competitors?
5. Measure results and compare outcomes?
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Social media requires a clear strategy to overcome inherent challenges and risks
• Increased transparency and privacy concerns
• Loss of control over your message
• Regulatory uncertainty
• Failure to properly engage patients and provider
• Damaged reputation
Most importantly, Social Media fails when new value isn’t created for patients or providers
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Hospitals Increase Efforts
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Henry Ford has an integrated social media strategy that improves access to information
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Live-tweeting surgeries has helped educate both patients and providers
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Patient Communities are Expanding
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Patient Communities are expanding into the long tail of therapeutic areas
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WiserPregnancy helps employees make smarter, cost effective health decisions
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UCB and PLM created an open community to capture real-world experiences
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Physician Networks Continue to Grow
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Physicians utilize a growing number of private networking sites throughout the world
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Ozmosis enables physicians to learn from colleagues they trust
Professional application of a social network enables licensed MDs and DOs to exchange medical knowledge
Real physician identities are properly verified and clearly displayed to all members
Power of the trusted network delivers personalized and relevant information to every physician
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Syndicom provides training and networking opportunities sponsored by industry
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Pharma has Cautiously
Increased its Efforts
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Sponsored communities for patients and providers can offer insight and support
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27 *Digital IQ Index – L2
However, only 19% of Pharmaceutical brands are on at least one social media platform
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28 *Courtesy of John Mack
Risks still outweigh perceived benefits for many in an uncertain regulatory environment
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Leading to mixed results with different tactics on facebook for Sanofi and others
Comments removed
Discussions encouraged
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The Future Offers More than Marketing
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(Data + Tools)*Innovation = True Collaboration
We can improve outcomes and reduce healthcare costs through social media
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Imagine a future where patients, providers & healthcare organizations can collaborate freely
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Thank You #HCNM!
Joel Selzer Shahid N Shah Co-Founder & CEO - Ozmosis Founder & CEO - Netspective
http://twitter.com/jbselz http://twitter.com/shahidnshah
http://www.facebook.com/joel.selzer http://www.facebook.com/shahid.n.shah (202) 595-8005 (202)-713-5409
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Additional Slides
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Private Sector is Fueling Innovation
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Yammer is gaining widespread adoption as an internal collaboration tool within pharma
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iGuard offers crowdsourced product reviews from 2 million registered users
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Social games are changing healthcare outcomes by making exercise social and fun
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HHS, CDC & FDA are Making a Difference
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CDC has improved communication and expanded access to health information
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During the H1N1 public health crisis, CDC alerted patients and providers
CDC had less than 1,000 Twitter followers in March 2009…today they have over 1,242,000
CDC’s H1N1 video has more than 2,087,000 views
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HHS announced a social initiative to improve health through the power of information
Community Health Data Initiative