Healthcare Social Media by the Numbers - SXSH 2011

Copyright 2011 NM Incite. Copyright 2011 NM Incite.

Melissa DaviesStrategic Account Director, Healthcare

September 19, 2011

Healthcare Social Media by the Numbers

Copyright 2011 NM Incite.

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Introducing NM InciteTrusted data provider, leveraging proprietary technology and buzz sources from 160+ million social media sites – across Twitter, Facebook, blogs, message boards, and customer reviews

Global reach, in 18 countries (and growing)

Access to Nielsen’s proprietary consumer panels for online, TV, and retail purchases

Benchmarks and insights from over 150 clients, especially in health care, CPG, retail, auto, CE, Financial services

Market leader in enterprise social media monitoring/ analytics (Source: Forrester)

Industry-leading expertise in digital marketing, product development, and service operationsCapability-building initiatives to enable incorporation of social media into core organizational processes

Functional expertise in translating social media metrics and insights into action and sustained improvement


THE STATE OF SOCIAL MEDIA TODAYGetting Started

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Social networks and blogs are still the top destination online

SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011


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Females and 18-34 year olds

most active social

networkers



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U.S. Internet users spent more time on Facebook than any other web brand



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Emerging social networkTumblr nearly tripled its unique U.S. audience over the last year



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Mobile social media use

is on the rise



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Social networking app usage is up 30%



10 SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011

More women view video on social networks, but men watch longer


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Active social media users are influential offline



HEALTHCARE SOCIAL MEDIA: WHO IS TALKING, AND HOW MUCH?

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Analyzing the Online Conversation


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Health discussion volume by condition

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Depression

Fibromyalgia

Prev

alen

ce

Breast Cancer

Bipolar Disorder

COPD

Key:CardiovascularChronic ConditionMental HealthOncologyPain

Ulcerative Colitis

Multiple Sclerosis

Type 1 Diabetes

Cystic Fibrosis

Colorectal Cancer

Brain Cancer

Ovarian Cancer

Rheumatoid Arthritis

ADHD

Lung Cancer

Prostate Cancer

Asthma

HypertensionCardiovascular

Disease

Arthritis

Type 2 Diabetes

Alzheimer’s Disease

Non-Hodgkin’s Lymphoma

Hodgkin’s Lymphoma

SOURCE: NM Incite custom analysis of online discussion within healthcare-relevant boards, blogs and groups, Jan. 2-Dec. 31, 2010


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50%

Fibrom

yalgi

a

Mult

iple

Sclero

sis

Depre

ssion

Arthrit

is

Ulcera

tive

Colitis

(UC)

Hyper

tens

ion

Type

2 Diab

etes RA

Ova

rian

Cance

r

Asthm

a

Breas

t Can

cer

Type

1 Diab

etes

Prost

ate

Cance

r

COPD

Cardio

vasc

ular D

iseas

e

Colore

ctal

Cance

r

ADHD

Brain

Cance

r

Lung

Can

cer

Cystic

Fibr

osis

Alzheim

er's

Diseas

e

HCP

Caregiver

Patient

Patients drive online discussionShare of Discussion Contributed by Patient/Caregiver/HCP, by Condition

SOURCE: NM Incite custom analysis; speaker demographics are qualitatively assessed


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Two cancers, different discussion

Breast Cancer• Discussion feels hopeful:

“no longer a death sentence”• Largely patient-driven• Highly engaged

Brain Cancer• High level of fear and frustration• Highly caregiver-driven• Very highly engaged

Brain Cancer: 22,800 messages

Breast Cancer: 124,000 messages

Volume of discussion Prevalence:Authors

SOURCES: Cancer prevalence data: US National Cancer Institute's Surveillance Epidemiology and End Results (SEER), 2007. Buzz is measured across NM Incite’s Healthcare dataset, 1/1/2010-12/31/2010.


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Sampling the conversation

Breast Cancer

“I can related to the emotions impact of breast cancer you are feeling , I was shocked, scared, angry, overwhelmed , crushed ,

hopeless, when the doctors informed me … in order for me to survive this I had to take life with

cancer one day at a time , surrounded myself with family,

friends , prayer and faith . … you are not along in this fight , I will keep you and your family in my

prayers.” National Breast Cancer Foundation Forums, 2011-01-29

Brain Cancer

“Brain cancer is so awful. My mom is still in treatment, she has about 10 more avastin treatments left.

She is 72, somewhat weak, hardly talks because she can't think of the right word to say and does nothing but sit in a chair all day and look

out the window. I wonder what will happen once treatment ends, will

she get any better or can we expect more of the same for the

rest of her life.” CancerCompass.com, 2011-01-13


Key takeaways

• Conditions with highest prevalence are not necessarily the most discussed online

• Lower prevalence often leads to greater online engagement• Aside from end-of-life conditions or conditions affecting the

very young or the very old, patients themselves drive the majority of online conversation

• HCP involvement in social media discussions on public forums remains minimal

• Personal experience remains the currency of healthcare social media

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Questions? Thank you!

[email protected]@MelissaKDavies

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State of the Media: The Social Media Report Q3 2011http://blog.nielsen.com/nielsenwire/social/

Healthcare Social Media by the Numbershttp://www.nmincite.com

mailto:[email protected]

http://blog.nielsen.com/nielsenwire/social/

http://www.nmincite.com/

Healthcare Social Media by the Numbers - SXSH 2011

Business

social media discussions

incorporation of social

social media metrics

social media sites

social media report

active social media

mobile social media

social networks