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Leveraging social media for health meeting 2 7.31.12
1. Leveraging
Social
Media
&
Digital
Tools
for
Health
Sunnie
Southern
Founder
and
CEO
Viable
Synergy,
LLC
513-‐284-‐6154
Sunnie@ViableSynergy.com
2. Discussion
Points
• IntroducHons
• Environmental
refresher
• Discussion
– How
do
we
work
together?
• Use
case
examples
–i.e
Diabetes
– How
do
we
measure?
– What
do
we
do?
• Next
Steps
3. Introduc:ons
• Name
• OrganizaHon
• What
social
media
using?
• How
using
social
media
and
other
digital
health
tools?
4. Environmental
Challenges
$2.76
Trillion
in
health
care
costs
in
2010
Aging
PopulaHon
Healthcare
costs
expected
to
increase
by
#
of
Seniors
expected
to
increase
by
31%
over
6
years
65%
in
over
20
years
Rising
Cost
of
Health
Care
#
of
Seniors*
$s
in
Trillions
$s
in
Millions
2016
$3.62
2030
78
2010
$2.76
2010
47.4
2010
Health
Care
Costs
included:
• $831.5
billion
hospitals
Medicare
costs
in
2011
projected
to
• $537.4
billion
physician
&
be
=
$556.1
Billion
clinical
services
• $781.1
billion
other
items
References:
hp://www.plunkeresearch.com/health-‐care-‐medical-‐market-‐
research/industry-‐overview
5. The
Digital
Healthcare
Age
• Need
for
change
• Slow
adopHon
of
technology
now
requiring
“catch-‐up”
• High
level
of
incenHves
with
risk
of
penalHes
for
laggards
in
adopHon
of
new
models
and
new
technologies
• Drives
opportunity
for
new
soluHons
7.
Key
PaHent
Influencers
Key
Pa:ent
Influencers
Physicians
Friends
and
Family
Pharmacists
36%
72%
78%
%
PaHents
definitely/
very
likely
to
“listen”
to
Q. (Patients) How likely are you to listen to information on a tool, product or
service when you receive it from the following sources?
9. Health
Care
Providers
Are
SHll
“Preferred”
Online
InformaHon
Source
Preferred
Source
of
Online
Health
Care
Informa:on
0.6
0.5
0.4
0.3
0.2
0.1
0
Health
Care
Provider
Sites
Integrated
Hospital
and
Social
Media
Only
Social
Media
Ticker
surveys
22,877
Americans
across
the
country
each
month
and
is
not
affiliated
with
any
special
interest
group.
The
margin
of
error
is
+0.7
percent
at
a
95
percent
confidence
level.
Ticker
is
a
registered
trademark
of
NaHonal
Research
Corp.,
a
publicly
traded
company
(Nasdaq:
NRCI)
headquartered
in
Lincoln,
Nebraska.
10. People
are
Going
Online
for
Health
80%
of
par*cipants
have
searched
online
for
Health
Informa*on
%
of
Internet
Users
Who
Have
Looked
Online
for
Informa:on
About
Other^
At
least
one
of
these
topics
Health
topic
not
included
here
Medical
test
results
Memory
loss,
demenHa,
Alzheimer's
Pregnancy
and
child
birth
Environmental
health
hazards
Drug
sasey
or
recalls
Food
sasey
or
recalls
Health
insurance
(private
and
M,
M)
Hospitals
or
other
medical
faciliHes
36%
Doctors,
other
HCPs
Medical
treatment,
procedure
Disease,
medical
problem
0%
10%
20%
30%
40%
50%
60%
70%
80%
Source:
Pew
Research
Center’s
Internet
&
American
Life
Project,
August
9-‐September
13,
2010
Survey.
N=3001
adults
and
the
margin
of
error
is
+/-‐
3
percentage
points
for
the
full
sample.
Margins
of
error
for
subpopulaHons
are
10
higher.
11. People
in
CincinnaH
are
Searching
for
Healthcare
Online
&
Via
Mobile
Phones
According
to
Google
2.02
million
Cincinna*
health
care
key
word
searches
including
940
thousand
searches
for
Cincinna*
hospital
for
the
past
12
months*
Google
Key
Word
(KW)
Searches
in
Cincinna:
(Online
and
Mobile)
200,000
150,000
100,000
50,000
-‐
Aug Sep-‐ Oct-‐ Nov Dec-‐ Jan-‐
-‐10
10
10
-‐10
10
11
Summary
of
KW
Searches*
KW
Searches
for
CincinnaH
Hospital
^March
2010
-‐
Jan
2011
(with
2
month
average
included
to
make
a
full
12
months)
KW
Summary
=
Healthcare,
health
care,
doctor,
physician,
sick,
hospital,
emergency
room,
emergency
department
13. Empower
PaHents
to
Influence
Friends
&
Family
with
Social
Media
Enhance
• >90%
of
Facebook
users
have
used
for
health
info.
*
Engagement
• Providing
relevant
social
content
and
making
it
“shareable”,
enhances
world
of
mouth
markeHng
• >30%
of
respondents
said
“trust”
in
social
media
was
high
or
Build
very
high*
RelaHonships
• 1
in
4
said
social
media
was
likely/
very
likely
to
impact
future
&
Trust
health
decisions*
• Market
penetraHon
of
social
media
across
age
segments^
Reach
Across
-‐91%
13-‐31
yrs
Age
Groups
-‐85%
32
–
45
yrs
-‐76%
46
–
65
yrs
(fastest
growing
segment
from
2009
–
2010)
*Ticker
surveys
of
22,877
Americans
*PR
Newswire
reported
on
Nov.
29,
2010
14. Social
Media
as
Channel
for
Hospitals
to
Reach
Consumers
• Hospital’s
Social
Media
Presence
Drives
Consumer
Decisions
– 57%
of
consumers
report
would
pick
a
hospital
based
on
its
social
media
presence
– 81%
see
hospitals
visible
in
social
media
as
more
cuzng
edge
– 70%
of
users
are
passive
users
in
that
they
don't
post;
they
just
read
– 70%
of
paHents
engaged
in
social
media
report
they
are
likely
to
purchase
a
hospital
product
or
service
Referenceshp://www.fiercehealthcare.com/story/why-‐hospital-‐social-‐media-‐full-‐Hme-‐job/2011-‐07-‐28
16. How
Consumers
Use
Health
Apps
hp://mobihealthnews.com/13368/report-‐13k-‐iphone-‐consumer-‐health-‐apps-‐in-‐2012/
Report:
13K
iPhone
consumer
health
apps
in
2012
17. Physician
Reported
Use
of
Mobile
Technology
(Expected
in
Next
12
Months)
½
of
Physician
respondents
(N=350)
are
currently
using
Smart
Phones
for
work.
What’s
next?
%
of
Respondents
Expec:ng
to
Use
Mobile
Tech
for
Work
in
Next
12
Months
51%
50%
49%
48%
47%
46%
45%
44%
Use
Tablets
Use
Medical
Aps
Daily
References:
hp://mobihealthnews.com/14703/half-‐of-‐doctors-‐to-‐use-‐medical-‐apps-‐by-‐2012/
“Third
Annual
Healthcare
IT
Insights
and
OpportuniHes”
study
consisted
of
online
surveys
of
350
doctors,
denHsts
and
other
healthcare
providers
or
administrators,
along
with
execuHves
at
400
IT
firms
that
work
in
healthcare
IT.
The
associaHon
conducted
the
surveys
over
the
summer.
Published
on
Nov.
16,
2011.
18. How
Can
We
Work
Together?
• Focus
on
one
“use
case”
or
cause?
