Copyright 2011 NM Incite. Copyright 2011 NM Incite. Melissa Davies Strategic Accounts Director, Healthcare April 20, 2011 Healthcare Social Media The Conversation That Is Defining Your Brand
Healthcare Social Media: The Conversation That Is Defining Your Brand
May 16, 2015
NM Incite’s Melissa Davies (Strategic Account Director, Healthcare) presented a webinar with the American Marketing Association on Healthcare Social Media.
As part of the presentation, Melissa shared some new benchmarking data related to online conversations within the healthcare space. “We have always looked at total volume of online discussion, and that is still important,” Melissa said. “But we are also looking at new ways to understand engagement with social media and how that differs across therapeutic areas. Our new data plots the volume of online discussion against disease prevalence as one way to measure that engagement.”
As part of the presentation, Melissa shared some new benchmarking data related to online conversations within the healthcare space. “We have always looked at total volume of online discussion, and that is still important,” Melissa said. “But we are also looking at new ways to understand engagement with social media and how that differs across therapeutic areas. Our new data plots the volume of online discussion against disease prevalence as one way to measure that engagement.”
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Copyright 2011 NM Incite. Copyright 2011 NM Incite.
Melissa DaviesStrategic Accounts Director, Healthcare
April 20, 2011
Healthcare Social Media
The Conversation That Is Defining Your Brand
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
Copyright 2011 NM Incite.
SOCIAL MEDIA AND HEALTHGetting Started
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Defining the social media landscape
Social Media
DiscussionForums
Social Networks
Micro-blogs
MediaSharingBlogs
Reviews
SocialGaming
Register for communities to discuss specific topics, seek advice / discuss mutual interests
Connect with friends / individuals to play and discuss popular games in the online space
Upload, share and comment on photos, videos and audio to facilitate mass distribution of rich media
Sign up for a personal feed to broadcast activities and receive real-time updates (e.g., news, friends, celebrities)
Create personal profiles to facilitate keeping in touch, meeting new people, and sharing key interests
Evaluate and rate products and services based on personal experience
Create individual blog to discuss opinions, and experiences based on daily life
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Social media outpaces all other online activities
SOURCE: Nielsen NetView, June 2010
*Other refers to 74 remaining online categories visited from PC/laptops. **NetView’s Video/Movies category refers to time spent on video-specific (e.g., YouTube, Bing Videos, Hulu) and movie-related websites (e.g., IMDB, MSN Movies and Netflix) only. It is not a measure of video streaming or inclusive of video streaming on non-video-specific or movie-specific websites (e.g., streamed video on sports or news sites).
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Even Grandma is on Facebook
September 2005
May 2008 November 2008
April 2009 December 2009
May 20100%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
7%11%
16%
25%
36%
47%
18-29 30-49 50-64 65+
SOURCE: Pew Research Center
Social networking use among internet users ages 50 and older has
nearly doubled – from 22% to 42%
over the past year
% of Adult Internet Users Who Use Social Networking Sites
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SOURCE: Pew Research Center’s Internet & American Life Project surveys, 2008-2010
Online health-seeking continues to grow
ActivityMillennials Ages 18-34
Gen X Ages 35-46
Younger Boomers
Ages 57-65
Older Boomers
Ages 57-65
Silent Generation Ages 66-74
GI Generation
Ages 75+
All Online Adults
Ages 18+
Go Online 95% 86% 81% 76% 58% 30% 79%
E-mail 96% 94% 91% 93% 90% 88% 94%
Use search engine 92% 87% 86% 87% 82% 72% 87%
Look for health information 78% 84% 80% 83% 73% 69% 80%
Get news 76% 79% 76% 76% 67% 54% 75%
Buy a product 68% 66% 64% 69% 59% 57% 66%
Eight in ten internet users look online for health information, making it the third most popular online activity among all those included in the Pew Internet Project’s surveys.
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Where do today’s consumers get health information?
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“Cyberchondriacs” on the rise
SOURCE: The Harris Poll, Harris Interactive
81% of all
Cyberchondriacs have looked for
health information online in the last
month
17% have gone online to look for
health information
10 or more times
in the last month
86% were satisfied
with their ability to find the
information they want online 85%
believe the information
they found is reliable
Copyright 2011 NM Incite.
MOBILE IS CHANGING INTERNET USE
Trend to Watch
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Explosion of mobile is well documented
Mobile phones will overtake PCs
by 2015
SOURCES: Nielsen, Nielsen Mobile
A typical U.S. mobile subscriber
sends and receives
175% more text messages
than voice calls
14% of mobile
subscribers have downloaded an app in the last 30 days
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Mobile internet use is increasing
Purchase a product
Watch a video
Use a social networking site
Access the Internet
Send/receive text messages
11%
20%
23%
38%
72%
% of all adult cell owners who do the following on their phones (2010)
One-year change in use of cell
phones to access the Internet:
+52%
SOURCE: Pew Research Center's Internet & American Life Project, 2010
Copyright 2011 NM Incite.
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Who is more likely to use the mobile web?
65+
50-64
30-49
18-29
All adults
3%
8%
23%
48%
23%
10%
18%
43%
65%
38%
Access the InternetUse a social networking site
Hispanic (English-speaking)
Black, non-Hispanic
White, non-Hispanic
All adults
36%
33%
19%
23%
51%
46%
33%
38%
Access the InternetUse a social networking site
Younger Groups (no surprise) Minorities
SOURCE: Pew Research Center's Internet & American Life Project, 2010
Copyright 2011 NM Incite.
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Mobile increases web, social utilization
September 2009
February 2010
July 2010 December 2010
65M
100M
150M
200M
Facebook Mobile Users
People who use Facebook on their
mobile devices are
twice as active
on Facebook as non-mobile users
SOURCES: Facebook.com, AllFacebook.com, InsideFacebook.com
Copyright 2011 NM Incite.
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Four lessons from healthcare social media
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WHICH CONDITIONS DRIVE MOST ACTIVE ONLINE DISCUSSION?
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Lesson 1
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Discussion volume by condition
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Breast Cancer
Alzheimer’s Disease
Bipolar Disorder
Arthritis
Depression
Cardiovascular Disease
Hypertension
COPD
Key:CardiovascularChronic ConditionMental HealthOncologyPain
Type 2 Diabetes
Ulcerative Colitis
Multiple Sclerosis
Type 1 Diabetes
Cystic Fibrosis
Schizophrenia
Colorectal Cancer
Non-Hodgkin’s Lymphoma
Hodgkin’s Lymphoma
Brain Cancer
Fibromyalgia
Ovarian Cancer
Gout
Rheumatoid Arthritis
ADHD
Copyright 2011 NM Incite.
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Two cancers, different discussion
Brain Cancer
Breast Cancer
63,649
671,507
126,000
Prevalence Messages
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.
Breast Cancer• Discussion feels hopeful:
“no longer a death sentence”• Highly patient-driven• Highly engaged
Brain Cancer• High level of fear and frustration• Caregivers are more active• Very highly engaged
Ratio of Messages: Prevalence
0.26
Ratio of Messages: Prevalence
0.51
2,605,000
Copyright 2011 NM Incite.
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671,507 messages
Oncology: buzz vs. prevalence
56,508 messagesColorectal Cancer
18,024 messagesNon-Hodgkin’s Lymphoma
10,205 messagesHodgkin’s Lymphoma
63,649 messagesBrain Cancer
Breast Cancer
31,710 messagesOvarian Cancer
0.041
0.051
0.062
0.179
0.258
0.505
Ratio of Messages:PrevalenceDiscussion Volume
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.
Copyright 2011 NM Incite.
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Mental health: buzz vs. prevalenceRatio of Messages:Prevalence
73,069 messages
497,442 messages
208,892 messages
414,813 messages
191,499 messages
0.030
0.034
0.036
0.039
0.073
Alzheimer’s Disease
Bipolar Disorder
ADHD
Depression
Schizophrenia
Discussion Volume
SOURCES: Prevalence data: Alzheimer’s Association, National Health Interview Survey 2009, National Institutes of Mental Health. Buzz is measured across NM Incite’s Healthcare dataset, 1/1/2010-12/31/2010.
Copyright 2011 NM Incite.
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Chronic: buzz vs. prevalence
0.002
0.007
0.165
0.191
45,419 messages
117,376 messages
66,772 messages
56,203 messages
85,346 messages
Multiple Sclerosis
Cystic Fibrosis
Type 1 Diabetes
Type 2 Diabetes
COPD
Discussion Volume Ratio of Messages:Prevalence
SOURCES: Prevalence data: NIAID, NWHIC, Cleveland Clinic, National Heart Lung and Blood Institute, Cystic Fibrosis Foundation. Buzz is measured across NM Incite’s Healthcare dataset, 1/1/2010-12/31/2010.
2.845
Copyright 2011 NM Incite.
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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
Copyright 2011 NM Incite.
Implications
• How active/important is social media for my therapeutic area?– Online advertising spend– Market research approach– Social media engagement (branded/unbranded)
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WHAT INFORMATION IS SHARED ONLINE?
Lesson 2
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Discussion is broad-ranging
Brand-specific discussion~20%
Emotional support
Doctor-patient interaction
Personal Experience
Management strategies
Treatment optionsSymptoms
Copyright 2011 NM Incite.
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Buzz snapshot: type 2 diabetes
Source: NM Incite analysis of Type 2 Diabetes discussion 1/2011. Word cloud image created using Wordle.net
Copyright 2011 NM Incite.
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Online currency: personal experience
"My own personal experiance has been good. I started Onglyza in late January and I still inject
Lantus daily 23-25 units and take one 5mg Onglyza. For the first few months I was able to cut the
Novalog to an occasional correction and for the last month or so haven't even needed to do that. My BG
average since starting is 109 with 98% of my numbers ranging 151-67. For the last 5 weeks my average has dropped to 101 with most readings
falling between 70 and 130. 8 months ago my A1c was over 10, late January it was 8. 6, my next A1c is
in early August and I expect to see somewhere around 5. 5." Tudiabetes.org, 2010-06-05
Treatment regimen, dosage
Personal experience
Monitoring health “by the numbers”
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Positive and negative are shared
"I want to go off the met. . . tummy issues and have been on it since November 2 x 5oo mg xr 2 x a day. .
thats a lot of met plus the onglyza which does nothing as far as I can tell. Still need to lose about another 20 lbs. . . am 5'2'' and 148 lbs. Loved the
effects of the victoza on weight but not the constant nausea. Had been on duetact for a while. . but kept
going hypo. Then Glymepiride. . made me hungry as all get out. Sheesh. . . . am so sick and tired of the whole thing!!!!" Diabetesforum.com, 2010-05-21
Side effects
Lack of efficacy
General frustration with treatment
history
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Internet as second opinion"My Dr. just prescribed onglyza. I did a text search of the group but haven't seen it mentioned. Does anybody have
any knowledge on this newly approved drug?" Yahoo! Groups: type-2-diabetes, 2010-01-30
Looking for more information
Caregiver involvement
Treatment combination
"Onglyza Is anyone taking this? Hubby was prescribed it today and I see that it hasn't been out very long. Does
anyone know anything about it?" Diabetesforums.com, 2010-02-26
"Has anyone heard anything about onglyza? I saw a commercial for it yesterday and was wondering if it could
be used with Byetta?" Yahoo! Groups: diabetes_and_byetta, 2010-06-07
Copyright 2011 NM Incite.
Implications
• What is patient lexicon surrounding this condition?– Language that will best connect with patients– Marketing– Patient/physician education materials
• How do patients feel about my brand?– Understand frustrations, challenges, needs
• Do we need to do a better job of setting patient expectations?– Patient education materials– Package insert, branded collateral– Physician communication
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Copyright 2011 NM Incite.
WHO TAKES PART IN THE DISCUSSION?
Lesson 3
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Patients drive online discussion
Fibro
mya
lgia
LupusM
SRLS
Hyper
tensi
on
Adjuva
nt Bre
ast C
ance
r
Diabet
es
Met
asta
tic B
reas
t Can
cer
Adjuva
nt Colo
rect
al C
ance
rG
out
COPD
End-Sta
ge Pro
stat
e Can
cer
Met
asta
tic C
olore
ctal
Can
cer
Met
asta
tic L
ung Can
cer
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
100% 95% 92% 92% 91% 90% 89% 84% 83% 79% 78% 74%59%
48%
4%3% 6% 3% 10% 11% 16% 17% 21%
16% 26%41%
52%
1% 5% 2% 5% 6%
HCP
Caregiver
Patient
Share of Discussion Contributed by Patient/Caregiver/HCP, by Condition
SOURCE: NM Incite analysis; speaker demographics are qualitatively assessed.
Copyright 2011 NM Incite.
Implications
• Who can we hear through social media channels?– Market research approach
• Who can we reach through social media channels? How should we tailor the message to the audience?– Marketing spend allocation– Planning for online engagement
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WHAT HAPPENS WHEN A BRAND IS IN CRISIS?
Lesson 4
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Brand crises drive buzz
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9/6/
2009
9/27
/200
9
10/1
8/20
09
11/8
/200
9
11/2
9/20
09
12/2
0/20
09
1/10
/201
0
1/31
/201
0
2/21
/201
0
3/14
/201
0
4/4/
2010
4/25
/201
0
5/16
/201
0
6/6/
2010
6/27
/201
0
7/18
/201
0
8/8/
2010
8/29
/201
0
9/19
/201
0
10/1
0/20
10
10/3
1/20
10
11/2
1/20
10
12/1
2/20
10
1/2/
2011
0
1,000
2,000
3,000
4,000
5,000
6,000
JNJ JNJ+Recall
Ra
w #
of
Me
ss
ag
es
Trended Buzz for JNJ and Recall (Weekly)C
hild
ren
’s T
yle
no
l, S
ep
t. 2
4,
20
09
Tyl
en
ol A
rth
ritis
, N
ov.
/De
c.
20
09
McN
eil,
Ja
n.
20
10
Zyr
tec,
Mo
trin
&T
yle
no
l, M
arc
h 2
01
0
Infa
nt
& C
hild
ren
's P
rod
uct
s, A
pri
l 3
0,
20
10
Tyl
en
ol,
Be
na
dry
l, J
un
e 1
5,
20
10
Tyl
en
ol,
Be
na
dry
l & M
otr
in,
Ju
ly 8
, 2
01
0
Tyl
en
ol 8
Ho
ur,
Oc
t. 1
8,
20
10
Ch
ildre
n's
Be
na
dry
l, M
otr
in,
Ro
laid
s, N
ov.
2
01
0
Ro
laid
s S
oft
che
ws,
De
c.
9,
20
10
Tyl
en
ol a
nd
oth
er
pro
du
cts,
Ja
nu
ary
14
, 2
011
Copyright 2011 NM Incite.
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Narrow window to act
4/20
/201
0
4/21
/201
0
4/22
/201
0
4/23
/201
0
4/24
/201
0
4/25
/201
0
4/26
/201
0
4/27
/201
0
4/28
/201
0
4/29
/201
0
4/30
/201
0
5/1/
2010
5/2/
2010
5/3/
2010
5/4/
2010
5/5/
2010
5/6/
2010
5/7/
2010
5/8/
2010
5/9/
2010
5/10
/201
0
5/11
/201
0
5/12
/201
0
5/13
/201
0
5/14
/201
0
5/15
/201
00
50
100
150
200
250
300
350
400
Close-up View: Trended Buzz for JNJ+Recall (Daily)
Infant & Children's Products Recall,
April 30
One-day change in buzz:
+1740%
What are they saying? • Day 1: Sharing the news• Day 3: Deeper dive: Which
brands are recalled, why, what parents should do
• Day 6: Congressional panel investigates recall
Copyright 2011 NM Incite.
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What do consumers share?
“Get generic or go with a different brand (PediaCare Fever/acetaminophen or Infant Advil/Ibuprofen). …
The FDA report on the only factory that makes infant Tylenol/Motrin is absolutely DISGUSTING- so many
horrible violations, gram negative bacteria in ingredients used in lots of medications for BABIES!
Don't expect to see "safe" Tylenol or Motrin on shelves for a looong time. I will never, EVER support
that company again, if I can avoid it- and I can certainly avoid supporting them through these meds, as there are non-McNeil generics and brand names
available.” TheBump.com, 2010-05-07
Frustration with the company
Copyright 2011 NM Incite.
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What do consumers share?
“Friday Freakout: Tylenocalypse Edition We left town early, and so we at least saved our own weekend from the gigantic )#($%ing freakout that is
the massive recall of liquid infant's and children's Tylenol, Motrin, Zyrtec, and Benadryl products
issued Saturday. Wait, Saturday? What the hell kind of government agency issues a sweeping recall of
some of the most popular children's medicines on a Saturday? … That would be the FDA. This is not the first time the FDA has had ineffective, hard-to-follow recall announcements; I hope someone's trying to fix
that place.” DaddyTypes.com, 2010-05-03
Frustration with the recall process
Copyright 2011 NM Incite.
Implications
• How quickly does crisis news spread among consumers?
• What are patients and caregivers saying about the event? What information sources are they sharing?
• How does consumer opinion about the brand change as a result?
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Copyright 2011 NM Incite.
Questions? Thank you!
Melissa DaviesStrategic Accounts Director, Healthcare
[email protected]@MelissaKDavies
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