healthcare marketing part 3 of 5

Healthcare Marketing

A look at the shift from traditional media marketing to digital marketing.

Image Source: Google Images

Table of ContentsThe New Marketplace 3 Business Strategy 10

1

Traditional Media 16 Using Traditional and Digital 102

Why Use It? 17 Becoming a Social Business 113

Demographics 25 Big Data Integration 124

Social Media 34 Strategies for Drug, Insurers, Providers, and Consumer Expectations

143Usage 35

Changed Interactions 42 Policy 161

Search and Conversions 43 HIPAA 162

Healthcare Choices 50 The Affordable Care Act 176

Online Communities 56 Works Cited 195

Healthcare Organizations 70Information and Education 75

Forums and Support Groups 82Challenges 90

Social MediaA look at how social media has affected the healthcare industry.

Information and EducationA look at how patients feel about having their information shared via social media and how this has affected the healthcare industry.

Information and Education:Trust-

Why? Because of Human Relationships

Consumers trust information posted from provides more than they trust information posted by insurers or drug

companies

Consumers are also more willing to share health

information with providers than with insurance and

drug companies

Compiled by author form source: pwchealth.com


Willingness to share depends on

trust

41% of consumer are likely to share with providers via

social media• Only 37% trust

information posted by a drug company

• Only are 28% likely to share information with a drug company

61% of consumer are likely to trust

information posted by providers




Doctor Hospital Health Insurer Drug Company0%

10%

20%

30%

40%

50%

60%

70%

61%55%

42%37%

41% 39%34%

28%

Likelihood for Consumers to Trust or Share Information via Social Media

Likely to Trust Likely to Share


Effectiveness of Different Types of Posts made by Healthcare Companies

Image Source: blog.marketo.com

Information and Education:Age-

80% of 18–24 year olds are likely to share

health information

through social media

90% of 18–24 year olds

would engage in health

activities or trust

information found via

social media

45% of 45–64 year-olds

would share health

information through social

media

56% of 45–64 year olds

would engage in health

activities vis social media


Forums and Support Groups

Information and Education:Forums and Support Groups-

Patients are using social media to better educate themselves

When faced with a health decision, social media can provide a new avenue of information and dialogue

Sharing a health goal can generate support or engage in a patient community to interact with other patient


42% of consumers have used social media to access health-related consumer reviews

29% of consumers have sought information related to other patients’ experiences with diseases


30% with other

patients

47% with doctors

43% with hospitals

38% with a health

insurance company

32% with a drug

company

Where adults are likely to share information about their health on social media sites:

Compiled by author form source: getreferralmd.com


Patients like to access and connect with other people’s stories

Even if they’re not willing to share their own

Facebook and YouTube are the most commonly used social media channels for viewing health-related information

Information and Education:Physician Forums and Communities-

Online physician communities capitalize on the power of sharing information

These communities are more than just networking

They’re a place for collaboration and interacting for purposes of learning and treatment

Members share information with the end goal of enabling better patient care

ChallengesA look at some of the challenges of using social media for healthcare purposes.

Challenges:Consumer Concerns-

63%

Personal Health Information being Shared to the Pub-

lic

57%

Information Being Hacked or Leaked

52%

Making a Decision Based on Incorrect

Information

41%

Insurance Cover-age being Im-

pacted Due to In-formation Shared

Compiled by author form source: pwc.com

Challenges:Social Media

With transparency, patient expectations rise

More than 75% of consumers expect a response within 24hrs or less to an appointment request via social media

Nearly half expect a response within a few hours

70% of consumers expect a responds within 24hrs to a request for information via social media

Over 40% expect a response within a few hours

Challenges:Social Media and Patient Profiles-

Who has a

complete view of

the individual

?

Patients know how they feel

Providers know how they treat

Insurers know what they cover

Drug manufacturers

know what they’ve

developed

Life activities and behaviors reported in social networks

open up a new view of patient

healthCompiled by author form source: pwc.com

Challenges:Social Media and Patient

Profiles- Completing patient profiles is the likely next step in moving toward

higher-quality outcomes-based care

Data from interactions in social media can complete the patient profile

However, the prospect raises concerns about privacy protection and who owns and controls the information

Challenges:Protecting Data-

Social media is a top privacy/ security concern for:

35% of pharmaceutical/

life science companies

27% of healthcare providers

21% of insurers



Privacy and security are top concerns when sharing health information through social media

63% of consumers are concerned with personal health information being shared in public

57% are concerned about information on social media being hacked or leaked


• Classifying data can help employees understand what is sensitive information, how it can be used, and who is authorized to access and share it

• Policies also need to specify who owns relationships when employees engage in social media as representatives

Health industry organizations need to have policies on the use of social

media

• It needs to detail the consequences of noncompliance on an individual and company level

A remediation plan needs to be in place and training needs

to be continual


Challenges:The Ratio of Professional Posts

The industry’s social media activity is dwarfed by the consumer’s activity

8 in 10 companies have some presence on various social media sites

The volume of activity for companies is in the 100s vs. the 1,000s observed in community sites in a week

Community sites had 24x more social media activity on average than any of the health industry companies

Contact Us for the Full Presentation:

Mediacontact USA Inc.13575 58TH Street North #160

Clearwater, Fl. 33760

T: 727 538 4112E: [email protected]

www.mediacontactusa.com

mailto:[email protected]

http://www.mediacontactusa.com/

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