harnessing the basics of social media in healthcare

Connecting Great Ideas and Great People

www.asaecenter.org

Ben Garrett 2009 Co-Chair PRSA Health

AcademyExecutive Producer

On The Scene Productions

Harnessing the Basics of Social Media in

HealthcareSunday, August 16, 2009

3:15 p.m.

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This is your organization . . .

Entire contents © 2009 Forrester Research, Inc. All rights served.Entire contents © 2009 Forrester Research, Inc. All rights served.

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. . . these are constituents in the groundswell

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This is your organization andconstituents in the groundswell

Entire contents © 2009 Forrester Research, Inc. All rights served.Entire contents © 2009 Forrester Research, Inc. All rights served.

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The four-step approach to the groundswell

PeopleAssess your constituents’ social activities

ObjectivesDecide what you want to accomplish

StrategyPlan for how relationships withconstituents will change

TechnologyDecide which social technologies to use

POST

POST

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The SocialTechnographicsLadderPercentages indicate proportion of online population participating in at least on activity, at least monthly.

Source: North American Social Technographics® Benchmark Mail Survey, January 2008

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Age predicts level of participation

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Patients doing research consume social content

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Participation variable by disease condition

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Many medical professionals are spectators

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Key roles and their groundswell objectives

Roles

Research

Marketing

Fundraising

Support

Development

Groundswell

Objectives

Listening

Talking

Energizing

Supporting

Embracing

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American Red Cross

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American Red Cross

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Social Media is “Social”

Social Media is about “Sharing” (user-generated content)

Social Media is Visual Multimedia by Definition (Music & Video) Nielsen says 73% of active web users

watch video each month

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Social Media is Web 2.0

YouTube, 100 million videos watched every day by 79 million registered users

MySpace, 125 + million members FaceBook, 125+ million members

Second Life, 14.3 million registered members, 1.7 million “active” members

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Wikipedia.org

Alexa Global Traffic Rankings

2008

1

2

3

4

5

6

7

8

9

10

1

2

3

4

5

6

7

8

9

10

2005

(U.K.)

Largest Websites by Traffic, 2005 vs. 2008:

Dramatic Shift to Social Networks

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Key Social Platforms

Blogging (Technorati)

Video Sharing (YouTube)

Podcasts (Podcast Alley)

Message Boards

Micro Blogging (Twitter)

RSS (BusinessWire) Widgets (FaceBook) Photo Sharing (Photo

Bucket, Flickr) Wiki/Informational

website (Wikipedia) Chat rooms/Forums

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Social Media MarketingViral Video-Enabled Sites

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By 2012, more than 145 million people—67% of the US Internet population—will be reading blogs at least once a month. That is up from a readership of 94 million in 2007, or 50% of Internet users.

Blogging and Social Media

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Broadcast versus Social

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Social Networking: People Trust Peers, Distrust Institutions

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MySpace: Morgan D’Organ

Gift of Hope Organ &Tissue Donor

Network(Elmhurst, IL)January 2007-April

20083.5 million organ

donorregistrations

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80,000 causes on FaceBookExample: 4,149,307 MEMBERS

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http://profile.myspace.com/americanosteopathicAmerican Osteopathic Association"Treating Our Family and Yours"

Female 99 years old CHICAGO, Illinois United States

Last Login: 8/10/2009 Mood: busy View My: Pics | Videos Contacting AmericanOsteopathic Association

MySpace: Healthcare Professional Organizations

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Program Components:

- Facebook- MySpace- Wikipedia- Squidoo - Twitter

- Retailers- Baseball- Schools- Counselors- Nurses- Poison Centers- Plants

www.inhalant.org

Blog

MessageBoard

Kit, Materials

Parents, families

Partners

New Media

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Increase outreach

Expand awareness

Opportunity to impact dialogue

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ACE Inhalant Blog Launched in spring 2008 and features the

latest news about inhalant abuse. Easier to track cases / incidents for both

communities & the media Discover new cases through comments,

consumer feedback Use of Twitter to expand outreach further

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Reaching both parents & teens “I just watched your video on inhalant abuse and just wanted to let you know that I just recently was caught with duster in my tennis bag and my mother showed me the e-mail of the officer and it brought me to tears... since then I haven't even thought about it and if you need someone to help you out with the negatives of the experience and how to stay off of it I would love to provide an example!”

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Monitor videos

Build awareness

Engage in dialogue

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Post Educational PSAs

Correct misperceptions

Consolidate information

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Second Life Marketing Campaign: Results December 15, 2008 - January 10, 2009

Ads: 150 virtual advertisements /billboards through SL 86% actually clicked through the billboard to ACE’s site

Knowledge base: Only 39% passed the quiz 69% though mushrooms caused athlete’s foot 0% understood that “staph” is found on both skin and

surfaces

Qualitative: 70% learned something new or were surprised by the

site’s information. 82% will change some of their habits based on what they

learned

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YouTube’s General Audience

46% have a HH income of $75K or greater

42% have an

associates degree or

higher56 min/mont

haverage time spent on site

55%users ages

25-54

Sources: Nielsen NetView May 2008.

42%active reach

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Who’s Watching? Everyone.

Source: Nielsen//NetRatings (August 2007)

Users (M)

% Users

Age All 56.4 –

<18 10.5 19%

18-34 11.7 21%

35-44 11.7 21%

45-54 11.9 21%

55+ 10.6 19%

Gender

Male 30.8 55%

Female

25.7 45%

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By 2012 190M US online video viewers

72% compounded annual growth

Online video ad spend eclipsing $7B

Sources: eMarketer; Forrester Research

The Future Ahead in Online Video

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YouTube Offers Breadth and Depth of Content

draws in massive audiences and

propels community involvement

deeply resonates with target audiences

Community Content… Partner Content…

Direct relationship with content provider

Vetted for adherence to terms of use

Copyright compliance

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YouTube Health Community Demos

Community Health Content:UCSF Memory & Aging Center Channel for Neurodegenerative Diseases: http://www.youtube.com/UCSFMemoryandAging

OR Live Surgical Video: http://www.youtube.com/user/ORLivedotcom

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National Council On Aging: YouTube

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Arthritis Foundation -YouTubehttp://www.youtube.com/user/ArthritisFdn

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The World of Second Life URL

www.secondlife.com

SL is free to join

Requires a PC or Mac with a 3D graphics card and sound capability

Navigate using a 3D “avatar”

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American Cancer Society in Second LifeRelay for Life recently raised $20 million Linden

Dollars, or $118,000 in real U.S. currency!

Virtual Social Media / Second Life

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National Multiple Sclerosis SocietyRaised $30,000 with MS scavenger hunt

Virtual Social Media / Second Life

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http://www.esiason.org/newsResourcesSL.html

Second Life – Boomer Esiason Foundation

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Virtual Hospital Tour

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Cerner Smart Room

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Second Life offers a 3-D version of www.stopgerms.org

SL – Alliance for Consumer Education

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Second Life InstallationsACE Stop Germs House / 2D to 3D

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Second Life InstallationsACE Stop Germs House / 2D to 3D

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Second Life InstallationsACE Stop Germs House / 2D to 3D

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ACE Stop Germs House / 2D to 3DSecond Life Installations

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Second Life InstallationsAlliance of Consumer Education

Stop Germs House

For More infohttp://www.stopgerms.org

In Second Lifehttp://slurl.com/secondlife/

ConsumerEd%20Island/128/128/0

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Contact InformationBen Garrett

PRSA Health Academy Board of DirectorsExecutive Producer, On The Scene Productions

E-mail: bgarrett@onthescene.comPhone: 770-640-8804

Twitter: @bengarrettotspLook me up on Facebook, LinkedIn, Myspace

SEE YOU NEXT YEAR!

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