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Social media and patient engagement

Social media and patient engagement. 15/11/13. Today. 57% of UK population use social media. Source: Office of National Statistics, August 2013. 61% of adults used the internet ‘on the go’. Digital…is now part of daily life.

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Social media and patient engagement

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  1. Social media and patient engagement 15/11/13

  2. Today 57% of UK population use social media Source: Office of National Statistics, August 2013 61% of adults used the internet ‘on the go’

  3. Digital…is now part of daily life In 2007, only one in five adults (18%) used the Internet to access health information using websites In 2013, 43% of adults had used the internet to find health information online. For those aged 25-34 the rate of use increased to nearly 6 in 10 (59%). Source: ONS, August 2013

  4. Social Media

  5. How are brands being social? Picture of an Oreo cookie has more than 20,000 “likes” on Facebook.

  6. The Daily Twist taps into pop culture, but with an Oreo twist … it is a real-time reflection of a trending topic.

  7. Low cost airline Increasing customer service reach without large scale call centre The airline that replies to the highest percentage of tweets in the world

  8. @DellOutlet $6.5 million in 18 months Ideastorm revolutionized corporate research and development 24,000 Dell employees have undergone social media training “The crucial word you hear at Dell today is “relationship.” - Jeff Jarvis Social enterprise

  9. How are brands using it?

  10. Social media at Patient.co.uk What’s our strategy? Why does it matter? • Engagement & relationship building • Builds brand awareness • People power – discussion and debate • News and feedback • Audience feel valued/celebrated • Taps into trusted networks • Drives site traffic

  11. Patient.co.uk on Facebook • Intelligent, friendly tone of voice • Post once a day • Test, measure, learn • Ask Qs & for actions • Merge offline + online • 46K fans

  12. Social media & Sarah’s blogs • No smoking day: 100,000 people reached with 3k followers • Make our content relevant to what people are talking about • Power of celebrity - engaging

  13. Our Patient poster…. …also got noticed online 63 likes 70stories

  14. Patient.co.uk on Twitter • Three audiences – patient & profs & media • Add to conversations/trending • Use of # [hashtags] e.g. #charityTuesday • One-to-one relationships • Useful tools: Hootsuite & Followerwonk • Crowdbooster.com for KPIs

  15. Adding to existing conversations through hashtags • Shared decision Pif conference and follow up debate • Profile building and brand awareness • http://www.patient.co.uk/decision-aids

  16. 1-2-1 conversations • Positive and negative feedback • Build relationships

  17. Is it working? Since Feb 2012… • 46,000 + page likes • 1,700 people talking about us per month • Over 180,000 people reached per month • Generated 148,000 + pageviews to Patient.co.uk since launch • 9.900 + followers • 1,800 retweets and mentions per month • Connected with several influential followers • Generated 21,500 pageviews to Patient.co.uk since launch

  18. Wellbeing assessment Healthy goals programme Content - Clinical - Blogs - Wellbeing Patient. co.uk Patient Access EMIS Social media Apps App

  19. MyHealth: myhealth.patient.co.uk Current score: 68 Optimum score: 93 #MyHealthComp #MyHealth

  20. Social is embedded…

  21. Which channel? Patient Professional

  22. Need to engage! http://m.hsj.co.uk/5047833.article

  23. Key guiding principles • Adopt a fluid strategy – plan & be reactive • Be open – ask questions & allow comment • High quality, multi-media content • Assign a social media ‘handler’ • Avoid hard sell - inform/help/inspire/tell stories • Integrate activity with offline world • Analyse your results – develop KPIs

  24. Summing up… Share your content & customers’ views/experiences Discuss don’t just broadcast Think photos & video, not only text Keep monitoring/analysing Stick to a regular frequency

  25. Questions? /patientuk @patientuk

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