Analytics to Content to Community: A new contiuum of care

#HCMktg | @chimooseContents are proprietary and confidential.

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Analytics Content CommunityA new continuum of care

Greg MatthewsAugust 2013

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Contents are proprietary and confidential.

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““

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/

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The backdrop

3 Contents 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

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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

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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

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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

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““

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





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CHECK IT OUTYour community is making health decisions based on what they learn on social media. Can you afford not to be there?


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How about in Texas?


A look at the 372 Texas Hospitals

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How about in Texas?


A look at the 372 Texas Hospitals in the

Hospital Consumer Assessment of Healthcare Providers and Systems survey

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How about in Texas?


A look at the 372 Texas Hospitals in the

Hospital Consumer Assessment of Healthcare Providers and Systems survey

aka “Hospital Compare”

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Texas Hospitals and Twitter

372

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372

165

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372

165= 45%

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Twitter and Patient Satisfaction?

2x

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Twitter and Patient Satisfaction?

2x >Top Quartile

Bottom Quartile

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CHECK IT OUTThere seems to be a correlation between high patient satisfaction and communicating via twitter.


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How Texas Hospitals Use Twitter


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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

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CHECK IT OUTOnly big, well-resourced facilities can use social media. Right?


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2000+ Beds

14 Beds

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Tweets Over Time

Steady and consistent


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

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Daily Activity

19%

18%

17%

5%

18%

18%

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

4%

18%

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CHECK IT OUTYour community doesn’t stop using social media after 5:00 on Friday. Why would you?


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How Many People Follow Texas Hospitals?


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

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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?


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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


TwitterAverage

1 : 1

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Tweets per day over Account Lifetime

@BaylorHealth

@UTSWNews

@TexasChildrens

@MethodistHosp

@ChildrensheOne

All TX Average


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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

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#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.


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Topic Breakout – Texas Hospitals

Patient Education

34%

Event16%Job Post

2%News6%

Outreach/ Engagement15%

Personal Story7%

Other12%

Services10%

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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

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Top Links

9/10 top links are linking to hospitals’

own content


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

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CHECK IT OUTDon’t be a huckster – use your social channels to show that you’re a part of the community you serve.


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Where’s this data come from, anyway?

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Build channels around your community

Radio/TV/News Local Gov’t

Public Library

WeatherHandles

AdvocacyGroups

Schools

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Twitter and Doctors


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““

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

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Doctors in TX

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Doctors in TX

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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


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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%


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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


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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%


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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

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• 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

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http://www.wcgworld.com/mdigitallife

http://nextworks.com/client/w2o/w2oranksskincancer_ic.html


http://blog.wcgworld.com/2013/06/doctors-and-social-oncology-the-mds-most-mentioned-by-their-peers-skin-cancer-edition




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Are you letting your docs be your ambassadors?

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CHECK IT OUTDoctors are leading the way. Listen, learn, support and emulate them.


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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


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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/

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http://w.cg/tsop13

http://search.mdigitallife.com/

http://network.socialmedia.mayoclinic.org/




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Analytics to Content to Community: A new contiuum of care

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