Surgery Social Media Presentation

Social Media Applications

in Health Care April 28, 2009

Brad [email protected]

www.linkedin.com/in/bradleyjobling

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Social Media Defined

Information content created by people using highly accessible and scalable publishing technologies

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Types of Social Media

Communication• Blogs• Bulletin Boards• Micro-blogging• Social Networks• Event Sites• Discussion Groups

Collaboration• Wikis• Social Bookmarks or Tags• Social News • Review and Opinion Sites• Q&A Sites

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Types of Social Media

Multimedia• Photo Sharing• Video Sharing• Art Sharing• Livecasting• Audio and Music Sharing• Podcasts

Entertainment• Virtual Worlds• Online Gaming

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Social Networks

• Link Up or Connect• Email and IM Tools• Profiles• Public and Private• Hybrid of Social Media Tools• Aggregation Tools• Open Standards for Interoperability

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Common Social Media Sites

• Facebook• LinkedIn• YouTube• Twitter• Flickr• Wikipedia• Delicious• Second Life4/28/2009

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Robert Scoble Social Media Starfish4/28/2009

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Social Media Qualities

• Customer Centric• Dialog Oriented• Opportunity for Feedback• Open and Not Controlled• Used for Outreach and Listening

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Using Social Media

Facebook• Create Profile• Friend Someone• Post Pictures• Write Notes• Send Email• Take Quizzes• Receive Feeds

Twitter• Sign up for Account• Write Message (140 char)• Create Small Link• Broadcast• Reply• Digsby• TweetDeck

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Facebook Application

• Developers can program applications for Facebook using basic web development tools.

• Examples include birthday calendars, games, causes, event listings, movie rankings.

• Usually creates a bookmark or tab on user’s profile.• Used to post, share, spread information, or add

functionality to Facebook that is not in usual set of tools.

• Facebook Developers

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Why Understand Social Media

• Listening Capability• Audience Growing• Patients & Doctors Using Internet for

Information• Formation of Online Tribes• To Guide Conversation

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A recent Manhattan Research survey says that 60 millions US consumers are using social media to research health information online

Dr, Jason Bahn, creator of physicians’ social network Ozmosis – “Social Media Making Its Mark”, www.fiercehealthit.com: April 2009.

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Traffic Rank of 4 Sites

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Examples of Medical Social Media

• Mayo Clinic Facebook site• Cleveland Clinic Facebook site• Cleveland Clinic Twitter• yRoswell Blog site• Prostate Cancer Info Link• Breakaway Games Simulation games• Ozmosis• Harvard Medical School YouTube• Mass Eye and Ear Twitter4/28/2009

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How to Create Social Media Plan

• Define Business & Marketing Objectives• Research Usage of Social Media by Target• Choose Approach (Outreach vs Listening)• Articulate Rational for Particular Approach• Select Social Media Tools and Providers• Select Social Media Metrics & Define Successes• Establish Procedures, Best Practices & Guidelines• Deploy, Measure & Refine

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Define Objectives

• Current Marketing Programs• Current Marketing Success Metrics• Current Audience Touchpoints

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Choose Approach

• Budget• Web & Media Assets• Current Social Tools

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Cornell University Ubiquitous

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Notes

• Go to them, they won’t come• How would you attract your audience if you could not

interrupt them?• Look at competitors• KPIs not page views• Be prepared to wait• Social media cannot be controlled• Make something good, not something viral• Understand privacy issues• Understand regulatory issues• Practice customer relationship management4/28/2009

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Possible Projects

• Micro-blog surgery news, blog entries, press releases, clinical trials and events

• Create an instructional or informational video channel

• Build a private social network application around a particular topic

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Next Steps Would Be

• Determine Legal Issues and Possible Workarounds

• Review Current Marketing Programs• Inventory Available Assets for Social Media• Establish Budget

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Additional Information

• Health 2.0 Conference - health2con.com• Appendix• Articles

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Appendix

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Outreach ChannelsChannel Group Channel How Applied Representative Tools

Social Platforms Social Networks Prescence Facebook, LinkedIn, MySpace

White Label Networks Web Site Extension Ning, Pluck, Jive, Broadband, Mechanics, KickApps

Wiki Collaborative Content JiveSoftware, Wetpaint, Twiki

Social Content Photo Sharing, Video Sharing

Common Interest Topics, Learning, Education, Information Sharing

Flikr, YouTube, Kyte, Photobucket

Podcasting Odea, HearThis.com

Blogs, MicroBlogs Publishing Blogger, Typepad, Wordpress, Twitter, Plurk, Seesmic

Social Interactions Event Services Event Organization, Meetings

Eventful, Meetup

Location Services Dodgeball, Brightkite

Update Aggregation Content Stream Publishing

FriendFeed, Facebook, Minggl

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Channel Group Channel How Applied Representative ToolsSocial Platforms White Label Platforms Support Forum,

Research GroupPluck, Jive Software, Lithium, KickApps

Service Provider Platforms

Communispace, Passenger

Social Content Blogs Gather Feedback, Ideas & Suggestions

Social Interactions Email, RSS Feeds Competitive Intelligence, Market Intelligence

Google Reader, Newsgator

Listening Channels

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Market Fundamental Metrics

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Metric Source Ties ToAudience Blog Posts,

Recommendations, Tweets, Widget Views

Blogpulse, Google Alerts, Cymfony, Techrigy, Blogsearch, Technorati, Net Promoter score, Social Media platform dashboard

Relative measure of interest and awareness of brand, product or service.

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Brand Fundamental Metrics

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Metric Source Ties To

Influence Time on Site, Bounce Rate

Web Analytics, Google Analytics, Omniture Web Trends

The value of brand in generating interest.

Engagement Pass Alongs, Comment to Post Ratio, Digg, Stumbles, Bookmarks

Web Analytics, Google Analytics, Omniture Web Trends, DoubleClick

The value of brand in maintaining interest.

Podcast Listens Digg.com, StumbleUpon.com, Delicious, Feedburner

Loyalty Blog Posts, Recommendations, Tweets & similar

BlogPulse, Google Alerts, Cymfony, Techrigy, Blogsearch, Technorati

The value of brand in retaining current customers and building long term relationships.

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Sales Fundamental Metrics

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Metric Source Ties To

Audience Referrers, Demographics

Web Analytics, Google Analytics, Omniture Web Trends, DoubleClick

Uptake measures in key segments.

Influence, Loyalty Time on Site, Bounce Rate

Web Analytics, Google Analytics, Omniture Web Trends, repeat customers

How likely customers are to buy from you. The degree to which you need to incentivize sales or leads.

Action Conversions, Reviews, Recommends, Tweets & similar

Web Analytics, Google Analytics, Omniture Web Trends, review platform, Net Promoter score

The number or dollar value of sales or leads.