Post on 07-May-2015
description
#HCMktg | @chimooseContents are proprietary and confidential.
1
Analytics Content CommunityA new continuum of care
Greg MatthewsAugust 2013
#HCMktg | @chimoose
Contents are proprietary and confidential.
2
““
Connection promotes health, and twitter proves the model that
simple digital tools can vastly increase connection.
Aaron Stupple Resident, Beth Israel Deaconness Medical Center
twitter.com/astupple
http://adjacentpossiblemed.blogspot.com/
#HCMktg | @chimoose
The backdrop
3 Contents are proprietary and confidential.
#HCMktg | @chimooseContents are proprietary and confidential.
Evolving Healthcare Communications Environment
35% of patients are considered “Online
Diagnosers”1
1 Health Online 2013. Pew Internet and American Life Project. January 15, 2013
4
#HCMktg | @chimooseContents are proprietary and confidential.
Evolving Healthcare Communications Environment
35% of patients are considered “Online
Diagnosers”1
1 Health Online 2013. Pew Internet and American Life Project. January 15, 20132 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
46% of physicians contribute medical
information through social media weekly2
5
#HCMktg | @chimooseContents are proprietary and confidential.
Evolving Healthcare Communications Environment
1 72% of Online Adults are Social Networking Site Users. Pew Internet and American Life Project. August 5, 2013
43% of Seniors on the web use social media1
6
#HCMktg | @chimooseContents are proprietary and confidential.
Evolving Healthcare Communications Environment
1 72% of Online Adults are Social Networking Site Users. Pew Internet and American Life Project. August 5, 20132 Hospitals on Twitter – Current Trends and Proven Strategies. By Dan Diamond on The Advisory Board Daily Briefing, March 21 2012
20% of hospitals are on Twitter2
43% of Seniors on the web use social media1
7
#HCMktg | @chimoose
Contents are proprietary and confidential.
8
““
By releasing reliable, interesting and authoritative content to the
masses, you gain followers. And with followers comes influence,
which is vital in an industry where 41 percent of those polled in
the PricewaterhouseCoopers survey said social media
influences their choice of a doctor, hospital or medical facility.
Steve CabezaAmplification, Inc.via Healthcare News & Information (April 2012)
twitter.com/ClubCabeza
http://www.amplificationinc.com/blog/
http://www.pwc.com/us/en/health-industries/publications/health-care-social-media.jhtml
#HCMktg | @chimoose
CHECK IT OUTYour community is making health decisions based on what they learn on social media. Can you afford not to be there?
Contents are proprietary and confidential.
9
#HCMktg | @chimoose
How about in Texas?
10 Contents are proprietary and confidential.
A look at the 372 Texas Hospitals
#HCMktg | @chimoose
How about in Texas?
11 Contents are proprietary and confidential.
A look at the 372 Texas Hospitals in the
Hospital Consumer Assessment of Healthcare Providers and Systems survey
#HCMktg | @chimoose
How about in Texas?
12 Contents are proprietary and confidential.
A look at the 372 Texas Hospitals in the
Hospital Consumer Assessment of Healthcare Providers and Systems survey
aka “Hospital Compare”
#HCMktg | @chimoose
Texas Hospitals and Twitter
372
13
#HCMktg | @chimoose
Texas Hospitals and Twitter
372
165
14
#HCMktg | @chimoose
Texas Hospitals and Twitter
372
165= 45%
15
#HCMktg | @chimoose
Twitter and Patient Satisfaction?
2x
16
#HCMktg | @chimoose
Twitter and Patient Satisfaction?
2x >Top Quartile
Bottom Quartile
17
#HCMktg | @chimoose
CHECK IT OUTThere seems to be a correlation between high patient satisfaction and communicating via twitter.
Contents are proprietary and confidential.
18
#HCMktg | @chimoose
How Texas Hospitals Use Twitter
19 Contents are proprietary and confidential.
#HCMktg | @chimoose
Twitter Takes Texas?
2008200920102011201220
#HCMktg | @chimoose21 Contents are proprietary and confidential.
Hospital Size (# of Beds)
0-50 51-100 101-300 301-600 600-1000 1001+0
5
10
15
20
25
30
#HCMktg | @chimoose
CHECK IT OUTOnly big, well-resourced facilities can use social media. Right?
Contents are proprietary and confidential.
22
#HCMktg | @chimoose
2000+ Beds
14 Beds
23
#HCMktg | @chimoose
Tweets Over Time
Steady and consistent
24 Contents are proprietary and confidential.
1/1/
2013
1/7/
2013
1/13
/201
3
1/19
/201
3
1/25
/201
3
1/31
/201
3
2/6/
2013
2/12
/201
3
2/18
/201
3
2/24
/201
3
3/2/
2013
3/8/
2013
3/14
/201
3
3/20
/201
3
3/26
/201
3
4/1/
2013
4/7/
2013
4/13
/201
3
4/19
/201
3
4/25
/201
3
5/1/
2013
5/7/
2013
5/13
/201
3
5/19
/201
3
5/25
/201
3
5/31
/201
3
6/6/
2013
6/12
/201
3
6/18
/201
3
6/24
/201
3
6/30
/201
3
7/6/
2013
7/12
/201
3
7/18
/201
3
7/24
/201
3
7/30
/201
30
50
100
150
200
250
300
350
400
#HCMktg | @chimoose
Daily Activity
19%
18%
17%
5%
18%
18%
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
4%
18%
25
#HCMktg | @chimoose
CHECK IT OUTYour community doesn’t stop using social media after 5:00 on Friday. Why would you?
Contents are proprietary and confidential.
26
#HCMktg | @chimoose
How Many People Follow Texas Hospitals?
27 Contents are proprietary and confidential.
1 to 25 26 to 75 76 to 200 201 to 1,000 1,001 to 2,000 2,001 to 5,000 5,000+
6.4% 7.4%
17.0%
33.0%
14.9% 13.8%
7.4%
Number Following
Top 20Average
2,433
#HCMktg | @chimoose
0 to 10 11 to 50 51 to 100 101 to 300 301 to 800 801 to 1500 1500+
10.6%
13.8%16.0%
21.3%19.1%
11.7%
6.4%
Number of Following
How Many People do Texas Hospitals Follow?
28 Contents are proprietary and confidential.
#HCMktg | @chimoose
0.0 - 0.1 0.1 - 0.5 0.5 - 1.0 1.0 - 5.60
5
10
15
20
25
30
35
40
Ratio of Followers to Following
Median Ratio .3 : 1
29 Contents are proprietary and confidential.
TwitterAverage
1 : 1
#HCMktg | @chimoose
Tweets per day over Account Lifetime
@BaylorHealth
@UTSWNews
@TexasChildrens
@MethodistHosp
@ChildrensheOne
All TX Average
30 Contents are proprietary and confidential.
#HCMktg | @chimoose
Top 20 Texas All Texas National0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.1
0.8
1.3
Average Tweets per Day
Top 20 Texas All Texas National56%
58%
60%
62%
64%
66%
68%
70%
72%
74%
76% 75%
63%
69%
% of Accounts who Tweeted in the Past Day
Daily Account Activity
31
#HCMktg | @chimoose32 Contents are proprietary and confidential.
Tweets per day over 5 months Apr’13 May’13Jun’13Mar’13 Jul’13
0 0-.5 .5-1 1.1-3 3.1-5 5+0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
24.5%
26.6%
23.4%
16.0%
4.3%5.3%
Accounts tweeting >1 per
day average 3,774 followers
25.6% ofAccounts
#HCMktg | @chimoose
CHECK IT OUTCreate (valuable) content on a regular basis – and people will care.
Contents are proprietary and confidential.
33
#HCMktg | @chimoose
Topic Breakout – Texas Hospitals
Patient Education
34%
Event16%Job Post
2%News6%
Outreach/ Engagement15%
Personal Story7%
Other12%
Services10%
34
#HCMktg | @chimoose
Hospitals Focus Outreach for Seasonal Flu
2012
-40
2012
-42
2012
-44
2012
-46
2012
-48
2012
-50
2012
-52
2013
-02
2013
-04
2013
-06
2013
-08
2013
-10
2013
-12
2013
-14
2013
-16
2013
-18
2013
-20
2013
-22
2013
-24
2013
-26
2013
-28
2013
-30
0
2
4
6
8
10
12
14
16
18
ILI Tweets
35
#HCMktg | @chimoose
Top Links
9/10 top links are linking to hospitals’
own content
36 Contents are proprietary and confidential.
Top “Other” Domains
1. VA.gov2. NYTimes.com3. CNN.com4. everydayhealth.com
5. Dallasnews.com6. Huffingtonpost.com
7. go.com8. FoxNews.com9. Cdc.gov10. Bizjournals.com
#HCMktg | @chimoose
Top Links
9/10 top links are linking to hospitals’
own content
37 Contents are proprietary and confidential.
Top “Other” Domains
1. VA.gov2. NYTimes.com3. CNN.com4. everydayhealth.com
5. Dallasnews.com6. Huffingtonpost.com
7. go.com8. FoxNews.com9. Cdc.gov10. Bizjournals.com
#HCMktg | @chimoose
CHECK IT OUTDon’t be a huckster – use your social channels to show that you’re a part of the community you serve.
Contents are proprietary and confidential.
38
#HCMktg | @chimoose
Where’s this data come from, anyway?
39
#HCMktg | @chimoose
Build channels around your community
Radio/TV/News Local Gov’t
Public Library
WeatherHandles
AdvocacyGroups
Schools
#HCMktg | @chimoose
Twitter and Doctors
41 Contents are proprietary and confidential.
#HCMktg | @chimoose
Contents are proprietary and confidential.
42
““
I think using Twitter and other social media outlets has
benefited me by letting me know where the patients are. I
learn from their stories and I have a chance to truly hear
them. In addition, I find social media beneficial as a learning
source to interact with other physicians and med students I
never would have met if I were confined by the walls of my
own hospital. Danielle Jones,OB/GYN Resident
twitter.com/daniellenjones
Mindonmed.com
#HCMktg | @chimoose
Doctors in TX
43
#HCMktg | @chimoose
Doctors in TX
44
#HCMktg | @chimoose
Physician Profiles
contain a URL in their
bio
80%
identify themselves
clearly as such in their
twitter bio
78%
32%
link to a personal blog or website
45 Contents are proprietary and confidential.
#HCMktg | @chimoose
How are MDs using their accounts?
6.90%
1.90%
31.90%
37.70%
Bio URL Distribution
Business Medical Resource Personal Blog/Website Practice
of all Plastic Surgery URLs are links to their
practice
93%
46 Contents are proprietary and confidential.
#HCMktg | @chimoose
How connected are online physicians?
of all MDs are followed
by at least 20 MDs 34%
Pediatrics
Emergency Medicine
Family Medicine
Specialties who are followed by
other MDs
47 Contents are proprietary and confidential.
#HCMktg | @chimoose
Talking About DIABETES
Top Diabetes Tweeters
• Internal Medicine• Family Medicine• Pediatrics
of all classifications
mention diabetes keywords
at least 1 time in their tweets.
83%
48 Contents are proprietary and confidential.
#HCMktg | @chimoose
Analytics in Practice: The Social Oncology Project
Conclusions:• Three decades of
breast advocacy has a profound impact on patients, but not doctors
• Physician tweeting is largely patient-directed
• Awareness months and celebrities drive consumer conversions; less impact with physicians
Therefore: • Targets/audiences on
social media are distinct and should be carefully selected; one size does not fit all
#HCMktg | @chimoose
Social Oncology Report – Skin Cancer
50
• The Social Oncology Project analyzed the growing number of cancer conversations that occur online every year – not only among the general public but also among doctors.
• The report analyzed 4,193 total mentions about treatment, prevention, diagnosis and research about skin cancer among 488 unique physicians.
• The Social Oncology Report identified the top 20 most social doctors in skin cancer (those sharing the most content and driving the most skin cancer conversations online) and the 20 most mentioned doctors in skin cancer (MDs most mentioned by other MD peers - a good indication that other doctors consider them to be credible experts
90% Treatment10%
Treatment Represented 10% of Physician Skin Cancer Conversa-
tions
50
#HCMktg | @chimoose
Are you letting your docs be your ambassadors?
#HCMktg | @chimoose
Are you letting your docs be your ambassadors?
#HCMktg | @chimoose
CHECK IT OUTDoctors are leading the way. Listen, learn, support and emulate them.
Contents are proprietary and confidential.
53
#HCMktg | @chimoose
The ULTIMATECHECK IT OUT• Connect with your community• Add value *broadly* in that community
– it’s not about you• Share and engage on a regular basis
Contents are proprietary and confidential.
54
#HCMktg | @chimoose
Thank you
#HCMktg | @chimoose
Resources
The Social Oncology Project – http://w.cg/tsop13
MDigitalLife Search Sample – http://search.mdigitallife.com
The Mayo Clinic Center for Social Media – http://network.socialmedia.mayoclinic.org/
56
#HCMktg | @chimoose