staying relevant: social media in the age of consumer-driven healthcare

Staying Relevant

Social Media in the Age of Consumer-Driven Healthcare

Kevin Popović, B.S., M.A.

Founder / Communications Director, Ideahaus

Author, “Satellite Marketing: Using Social Media to Sell”

Interactions with Healthcare

© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com


• Doctors are more “human”



• Facilities have “personalities”



• Patients aware of human frailties, administrative challenges, issues, etc.



• Expectations have changed• Patients have more control• Patients have access to more info



• People have choices• Smart companies communicate to all

stakeholders in their format of choice.


Changing Strategies


• Push strategies are failing• Pull strategies are working

Changing Strategies


Changing Strategies

• Leverage Patient Behavior and Consumer Insights to Develop Personalized Media Messaging


Changing Strategies

New territory has risks.


Changing Strategies


Changing Strategies

Being innovative

has rewards.


Changing Strategies


Changing Strategies

• Closed-loop Marketing

• Full use of data• Free flow of info


All new relationships…

Start with as conversationof one type or another.


Start the conversation...

where they already are, on their own terms.


Social Media: Patients


Social Media: Doctors


Social Media: Hospitals


Satellite Marketing


Traditional Media

• Less Effective• Expensive• Slow


Social Media

• Effective• Inexpensive• Immediate


Listen: Hypertension

• Listening, not eavesdropping• Learned lessons from focus groups• Different than asking questions• Listen for keywords, phrases, brands• Know what you’re listening for



• How do patients feel when they are first diagnosed with hypertension?

• What information do they need?• What kind of solutions are hypertensive

patients looking for?• What are the barriers to patients staying

adherent to their hypertension prescription medication?



• Symptoms• Causes• Treatments, Medications, Remedy,

Cure• Treatments, General, Alternatives



• Cardiology-specific• General Medicine• Demographics / Business



• Treatment styles• Barriers to adherence• Information seeking


Listen: Google Search


Listen: Google Alerts


Listen: Google Trends


Listen: Tweet Deck


Listen: Technorati


Listen: Boardtracker


Listen: Blog Pulse


Listen: Keotag


Listen: Seeking Alpha


Listen: Yahoo Upcoming


Listen: Compete


Social Implications

• Social culture expects transparency• Business culture expects security


Develop a plan…

including a schedule, roles,and responsibilities.


Secure online identities…

before your competitor oryour audience does.


Know your audience…

to speak to your audiencein a personalized message.


staying relevant: social media in the age of consumer-driven healthcare

Technology

microsoft mobile

mobile application

mobile launch

regulatorspull strategies

patient behavior

mobile device

patient lives

healthcare community