Healthcare Communication for Hospitals by Social Media Monitoring

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Nari Kim Konan Technology

www.pulsek.com

Contents

• Healthcare Consumers on Social Media

• Social Media Monitoring for Hospitals

– Service Improvement

– Reputation Management

• Cases

• Action Plan

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HEALTHCARE CONSUMERS ON SOCIAL MEDIA

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Social Consumers

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Social Consumers

• Share experience of product and services on SNS

• Voluntarily broadcast on SNS where they visit, what product or service they purchase and experience

• Healthcare consumers are socializing, too.

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Social Behavior of Healthcare Consumers

• Looked online for health information – 80% of internet users

• Specific disease or medical problems 66%

• Certain medical treatment or procedure 56%

• Reputation of hospitals 36%

• Have gathered health information on SNS – 15% of SNS users

– 20% of caregivers who use social network sites compared to 12% of other users

• Have posted health information on SNS – 11 % of SNS users

Source: The Social Life of Health Information 2011 by Pew Research

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SNS Users in Korea

Rapid Growth

By estimate, 1.5M access health information on SNS

“한국 페이스북 월간 이용자 수가 1000만명을

넘어섰다.”

Sheryl Sandberg, COO, Facebook

“2011년 1월 트위터 한국어 서비스를 시

작하고 한국 사용자가 여섯 배 증가했다.”

Othman Laraki, VP of Growth, Twitter

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Social Big Data

Reaching 100M User-Generated Content within

Peer-to-Peer information sharing on Social Media

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10 YEARS 1 MONTH

Health Information – From Portal to SNS

Doctors are inside 지식iN*?

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No, spams and advertisements are.

*The most popular online Q&A service in Korea

Meaning of SNS to Healthcare Providers

• Healthcare consumers live on SNS

– Spend more time on SNS

– Conversations on Healthcare

• New source of market data

– Content : What consumers say

– Activity : What consumers do

– People : Understanding consumers and their influences

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SOCIAL MEDIA MONITORING FOR HOSPITALS

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Social Media Monitoring Tool

• Turns social data into actionable business insights

• Captures, manages, and analyzes social data

• Social media tracking and performance tool

Source: The Forrester Wave™ : Enterprise Listening Platforms, Q2 2012

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Dashboard – Listen, Analyze

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Buzz

Postings

Related Issues

Sentiments

Influencers

Social Brand Index

Dashboard – Engage, Collaborate

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Engagement Alert Setting

Dashboard – Measure

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Increase in Positive Sentiment

ROI of Marketing Campaign

A B

A B

ANALYSIS DATA

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Business Goals of Hospitals

• Service Improvement

• Reputation Management

• Revenue Growth

• Social Responsibility in Healthcare

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VOC about Hospitals

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Tweets relevant to “병원 추천” (Recommendation of Hospitals)

금암광장쪽 물리치료 병원 소개좀요 ㅠ!! 제 어깨를 살려주셈 병명도 알 수 없는 견딜 수 없는 어지럼증 좋은 병원이나 의사추천 부탁 드려요 뇌경색 증상도 달팽이관도 정상이랍니다

저희 장인어른께서 고관절 수술을 하셨던 ***의학병원을 추천합니다.

일단 무난하고 안심하시려면 **한방병원을 추천하구요. (여긴 대학병원이니까요.) 둔산에 있는 **한의원 원장님 좋으세요.

****병원 응급실 진짜 너무하다 몸 불편하신 환자들 침대 부족하다는 이유로 휠체어에 태우고 대기실에는 링거들이 주루룩 달려있고 진짜 실망이다

**병원 돌팔이들 천국이다. 배아프다하니까 CT찍는다. 헐 ㅠㅠ 지금도 배아픈데 다른병원 추천좀 RT부탁…

RT ** 병원 의료서비스 불매운동!!!!

Base Set : 377 Korean tweets relevant to “recommendation of hospitals”. Filtered out ads, duplicate, and irrelevant tweets from 3,050 tweets including the words ‘hospital’ & ‘recommend (and its synonyms)’ Duration : 2012. 01. 01 ~ 2012. 06. 30 Source : pulse-K (www.pulsek.com)

31%

29%

18%

13%

9%

Questions

Recommendations

Advices

Bad Experiences

Others

50

53

56

59

62

65

0

50

100

150

200

250

8/1 8/8 8/15 8/22

Reputation of Hospital

Negative Issue spreading

Social Brand Index (Hospital A)

Negative mentions increased due to medical dispute

Social Brand Index = F(Awareness, Affinity) source: www.pulsek.com

Negative mentions

Social Brand Index

CASES

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Mayo Clinic

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Embracing social media at the heart of hospital

To help people use social media tools to get the best information, connect with providers and with each other, and inspire healthy choices

Mayo Clinic

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Followers: 416,387명 Likes: 158,666명 Subscription: 6,918명

Growing community base

Mayo Clinic

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Engagement – Sharing real stories from patients

ACTION PLAN

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START WITH LISTENING

• Plan, Select, Deploy

– Establish business goals

– Find the right tool

– Train and Build cases

• ROI

– Social Brand Index

– Engagement Rate

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• Dr. Timimi says in WHC 2012

Quote

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Farris Timimi, MD

@FarrisTimimi Rochester, MN

Medical Director, Mayo Clinic Center for Social Media;

Passion-Fatherhood/Wife/Patient Engagement; Heart

Failure/Transplant Cardiologist; Tweets Mine-not Mayo's

http://socialmedia.mayoclinic.org/

“Social media is the right thing to do,

it’s not a marketing strategy.”

www.pulsek.com

서울특별시 강남구 대치동 890번지 유니온스틸빌딩 17,18층

Tel. 02-3469-8793 / Email. pulsek@konantech.com

THANK YOU!

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