Five Steps in Healthcare's Social Media Agenda
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Transcript of Five Steps in Healthcare's Social Media Agenda
COPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 1
make an
impact! 5 Steps in Healthcare's Social Media Agenda
April 25, 2012
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Today’s Speakers
Elizabeth Glagowski Executive Editor, Strategy
Peppers & Rogers Group
Marc Ruggiano Partner,
Peppers & Rogers Group
Dietrich Chen, Ph.D. Director,
Peppers & Rogers Group
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Event logistics
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• Twitter Hash tag: #prghealthcare
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Why Social Media Is Important in Healthcare
5 Steps in Healthcare's Social Media Agenda
Self-Diagnosis
Agenda
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Why Social Media is Important
for Healthcare
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Time spent online is chipping away from TV and other traditional media
??
Time spent on traditional media is shifting toward online and Social Media
How do we identify, engage and serve existing and prospective customers on online channels?
TV Outdoor
Press Radio
Portals, online communities, and social media are not alternative channels anymore! That is where the conversation is taking place
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Social Media has gone mainstream and ubiquitous
• 70% of all web content is consumer-
generated media
• 50% of the world population is under 30;
96% of those have joined a social
network
• 25% of all website page views point to
the top 10 social networking sites
• 78% of consumers trust peer
recommendations by social media
• 34% of bloggers post opinions about products and brands – there are 112
million blogs, and 120,000 new
blogs/day
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And a large portion of consumers is already seeking out health information through social media Consumer reviews top the list of health informationviewed through social media
Chart Pack
PwC Health Research Institute – Social media “likes” healthcare3
Percentage of consumers viewing health information
through social media
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Consumers use social media for health-related activities
Percentage of consumers who use social media for
health-related activities
Nearly 30% of consumers have supported a healthrelated cause or commented on others’ healthexperiences via social media
Chart Pack
PwC Health Research Institute – Social media “likes” healthcare4
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Consumers appreciate services offered through social media channels by providers, insurers, and pharma
Percentage of respondents finding value in services offered by healthcare
providers via social media
Percentage of respondents finding value in services offered by health insurers and drug
companies via social media media
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Social media plays an important role in influencing consumers’ decisions related to health
Likelihood of information found via
social media affecting health decisions
45% of consumers said information found via social mediawould affect their decision to seek a second opinion
Chart Pack
PwC Health Research Institute – Social media “likes” healthcare8
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Consumers are more willing to share information, the more they trust their healthcare partner
Likelihood to trust and share information
via social media
Consumers are more likely to trust information fromand share information with healthcare providers
Chart Pack
PwC Health Research Institute – Social media “likes” healthcare10
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5 Steps in Healthcare's Social
Media Agenda
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Social Media Success – a 5 Part Plan
Under-stand It
Embrace
It Include It
Explore It Observe
It
Social Media
Success
1
2
3 4
5
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Understand it 1
• Familiarize yourself with social media concepts, tools, and
vendors
• Learn from the experience of
early adopters in healthcare and research best practices
• Understand which social media
channel is most appropriate for your specific goals
“…social media
can be
paralyzing..”
“…it’s still so
new, what’s the
ROI?..”
“…we are looking to
the FDA since we are
so highly regulated...”
Some common concerns about
Social Media…
But Social Media is here to stay –
with consumers being active
participants and seeking control of
their own health
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Best Practice: 1
• Facebook: – Share company news
– Answer subscribers’ questions
– 24,000 “likes”
• Twitter: – Report news and other
company activities
– 6,500 followers
• Flickr: photos that journalists are free to use
• YouTube: videos about financial performance, philanthropic
activities
• LinkedIn: healthcare networking and recruitment
GlaxoSmithKline (GSK) leverages
social media in a variety of ways:
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Embrace it 2
• Make social media a defined and
formal part of your business
• Establish a budget appropriate for your goals
• Determine which areas would most benefit from social media
• Make social media education a formal objective for key employees
• Designate a social media subject
matter expert
Healthcare companies must harness
this opportunity
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Best Practice: 2
• Four page document, text only
• Outlines Roche’s philosophy on social media
• Establishes a set of ground rules and principles
• Establishes seven rules of communication
– When speaking about Roche as an employee
– When speaking on behalf of Roche as an employee
• High degree of employee latitude with caution on product, financial info
• Typically playbooks include comprehensive background materials on social networks; Roche assumes prior knowledge and does not attempt to
educate on either social media itself or Roche’s social presences (may be in training or in an internal, more comprehensive version of this document)
Public version can be found at http://www.roche.com/social_media_guidelines.pdf
Roche Social Media Playbook Summary
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• Be conscious about mixing your
personal and business lives
• You are responsible for your actions
• Follow the Roche Group Code of
Conduct
• Mind the global audience
• Be careful if talking about Roche. Only
share publicly available information
• Be transparent about your affiliation
with Roche and that opinions raised are
your own
• Be a “scout” for sentiment and critical
issues
7 Rules for PERSONAL online activities
Speaking “about” Roche
7 Rules for PROFESSIONAL online activities
Speaking “on behalf of” Roche
• Follow the Roche Group Code of
Conduct and Communications Policy
• Follow approval processes for publica-
tions and communication
• Mind Copyrights and give credit to the
owners
• Use special care if talking about Roche
products or financial data
• Identify yourself as a representative of
Roche
• Monitor your relevant social media
channels
• Know and follow our Record Manage-
ment Practices
Roche Social Media Principles in Short
2 Best Practice:
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Observe it 3
• Define objectives and goals (e.g., alerts when consumers post negative
or positive comments)
• Decide where to monitor – start by monitoring conversations for a period
of time to understand what types of
topics are being discussed
• Develop an interaction plan that
meets objectives
• Create a comprehensive monitoring
strategy, including a formal ‘listening
program
Critical steps in monitoring social media
conversations
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Best Practice: 3
• Shape clinical trials and
messaging by listening to patient conversations on sites like
PatiensLikeMe.com
• Scan for AE: – “Scrape” conversations
patients are having online
– Identify keywords that could
raise AE issues
– Rate of AE is about 2-3% of all
comments
UCB Pharma, a biopharma focused
on severe diseases, uses social
media “listening” to gain insights:
“…its’ important that
we are listening and
not afraid of adverse
events..”
“…if we are not listening
authentically, and if we’re not
being open, we’re sending a
message that ‘we really don’t
want to hear from you.’..”
“…we listened to patients
passively. And we heard
something, a nugget of
information, that...
helped us narrow the
field…”
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Explore it 4
• Identify several social media pilots or
proof of concept opportunities (e.g., “crowd-sourcing” pilot for product
development)
• Execute and evaluate the outcome of the pilots
• Capture lessons to inform refinements and next steps
• Extract data and develop business
case for investing and participating in social media
Pilot programs are key in the learning
process
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Medicis is the leading independent specialty pharmaceutical company in the United States,
focusing primarily on the treatment of dermatological and aesthetic conditions
• Created a private seed community of 200 people:
Survey about beauty, aging, and perceptions of products and treatments in the market
• Helped design a microsite
– Chose the community elements (video blog, private community, email newsletter, Q&A
features, real people stories)
– Helped shape the editorial strategy
• Filmed a six-episode web series to educate consumers
• The community discussed the episodes and
specific treatment options
Medicis wanted a community model to support marketing for a new product
Best Practice: 4
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Results
• Requests for specific products
increased 400% at featured
doctors’ offices
• Visits to featured doctors doubled
• With only word of mouth
promotion, 50,000 women visited
the website in the first six weeks
• Medicis was awarded an IABC
Golf Quill for the campaign
Best Practice: 4
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Include it 5
• Identify and document a clear set of
social media priorities
• Determine a budget that identifies investment resources
• Gather support from key stakeholders in the organization
• Ensure that the social media strategy is
aligned with the company’s overall
business and customer strategy
• Communicate the expected outcomes to employees and stakeholders
Social Media needs to be aligned with
corporate strategy
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Best Practice:
• Mayo Clinic Social Media Health Network: – Serve as a resource for health-related
organizations (Peppers & Rogers Group
is a member)
– Provide webinars, workshops, boot
camps, online curriculum to train
healthcare professionals on the use of
social media
– Offer consulting and coaching on
aligning social media strategies with
business goals
• Facbook/Twitter: Doctors share insights
quickly – Report news and other company
activities
– 6,500 followers
• Blogs: Share information and encourage questions
Mayo Clinic has woven social activity
throughout its operations:
5
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Self-Diagnosis
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Social Readiness Checklist
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We can help you understand the social media landscape, what
strategy options are available, and how to test and deploy them
Social
Media
Assessment
and Insights
Social Media
Strategy Options
1 2 3 4
Social Media
Strategy
Design
Pilot Programs and Deployment
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PRG Healthcare Practice Activity
1. Social Media and Trustability Assessment and Working Sessions
• Assess the social media and trust capabilities at your organization
• Schedule your own on-site working session for your colleagues
• Contact Tom Schmalzl at [email protected]
2. Peppers & Rogers Group Healthcare Webinar Series
• “Case Study: Making the Consumer-centric Transformation” – May 17
• View archived webinars
• Register at http://www.peppersandrogersgroup.com/healthcare
3. Follow us on Twitter @PeppersRogers
4. Follow us on Facebook.com/PeppersandRogersGroup
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Q&A Session
Elizabeth Glagowski Executive Editor, Strategy
Peppers & Rogers Group
Marc Ruggiano Partner,
Peppers & Rogers Group
Dietrich Chen, Ph.D. Director,
Peppers & Rogers Group
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Marc Ruggiano Partner
[email protected] +1.203.989.2189 (office)
Dietrich Chen, Ph.D.
Director
+1.203.989.2200 (office)