Emerging Trends in Social Media and Heathcare

1. Emerging Trends in Social Media and Heathcare Presented by: Elissa Nauful - @elissan - elissa@ballywhosocial.com This product was supported by Florida Department of Children and Families Substance Abuse and Mental Health Program Office funding

2. Data Point • Of the 74% of Americans with access to the internet, 80% say they have tapped it to research a health topic • Pew Foundation Report: November 2012

3. What does this mean? We are in the world of the ePatient

4. Who’s Talking to You? • A little about me • A little about my perspective • My plan vs. your needs

5. Let’s get a few things out of the way: • No one is a social media expert (well almost) • Mobile and social are changing the way we live, work and interact, it is changing the fabric of our society • Understanding the scope of both mobile and social is the first step to moving forward • Several large companies have done amazing in-depth studies on demo, mobile, social • Google • Nielsen • Experian • Adobe • Apptopia • Mashable • If you are a source/data geek good for you, look to the source for more in-depth analysis

6. What is social media? • Social media has changed the way we live, work and experience the world • Here is an example of how social, mobile and interactions have changed our lives in just a few short decades

7. Social Explained 1. Facebook is the most visited website (of all websites) 2. Facebook shares have the greatest influence on Google search rankings in the U.S.. 3. 53% of people recommend companies and products on Twitter. 4. There are 800 million active users on YouTube that spend an average of 15 minutes/day on YouTube 5. The average consumer mentions brands 90 times/week with family, friends and co-workers. 6. There are 5 million images uploaded to Instagram every day 7. The average user spends 89 minutes/month on Pinterest 8. 56% of people check Facebook daily 9. There are 120,000 tweets sent every second 10. The Google +1 button is used 5 billion times per day.

8. The Social Spectrum

9. The world is changing… The world has changed • What are the primary ways in which people gather and garner information? • How are search tools affecting our day to day interactions? • How much confusion is there about social media? • Is the age gap getting smaller?

10. Social is Changing • Strategy is key overall and platform specific • Social touches every department • Social media and the delivery of communication in both use and engagement keeps changing. • How consumers use social media is evolving over time. • Social media takes roles in every organization from brand monitoring, social listening, brand engagement, customer service

11. Social Reality

12. How are consumers using social? • 33% of US consumers use social media for healthcare • They are using YouTube, Facebook and Twitter to find medical information, research, share symptoms, offer opinions about doctors, treatment and health plans. Source: PwC Health Research Institute

13. What are people sharing?

14. Is what is posted, trusted?

15. Social Sharing

16. What might you get?

17. What makes social important? Medicare Population

18. Social Media Use: Medicaid Population

19. Currently have no insurance

20. Consumers Value Information and Services

21. SocialOrganizations

22. Point of Research

23. Healthcare and Social

24. HospitalUse

25. PhysicianUse

26. Unique Use

27. Opportunities

28. Opportunities in Digital • Listen to brand sentiment • Drive awareness for services via robust platforms • Drive enrollment through digital/social strategy • Customer support • Delegate and engage spokespeople • Reach a new audience for health education • Understand patient care and dynamics • Drive engagement • Decreased costs • Drive Outcomes

29. Social Channels • Different social media channels serve different purposes. • Blogging is generally seen as most valuable for SEO, YouTube for content marketing, and social networks like Twitter, Facebook and LinkedIn most helpful for branding and engagement. (Heidi Cohen)

30. What about a website? • More content = more leads. • On average, companies “with 51-100 web pages generate 48% more traffic than companies with 1-50 pages.” What’s interesting though is the differential is larges for very small companies (those with less than 10 employees), likely because larger companies make greater use of lead gen tactics like tradeshows, webinars and video. (Polaris B) • Key Factor with websites? MOBILE (business2community)

31. Do you really still need a website?

32. Mobile Optimized Website

33. Mobile is Critical

34. Google’s Think Mobile Study • 81% of smartphone users access the Internet on their mobile devices • 59% use the Internet on their phones while waiting • 43% would give up beer if they would otherwise have to give up their smartphones Source: Google Think Mobile with Google 4.2011

35. Don’t leave home with out

36. Use and Market 1. Mobile phones will overtake PCs as the most common web access device worldwide by 2013 [Gartner] 2. The number of smartphones will exceed 1.82 billion unities worldwide in 2013 [Gartner] 3. Samsung is expected to capture 29% of worldwide cellphone shipments in 2012 [Mashable] 4. Apple and Samsung make up almost 50% of the smartphone market [CMSWire] 5. The Chinese smartphone market is growing faster than any other with year-over-year growth of 85% in 2012 [BGR] 6. Worldwide business mobile devices are projected to grow from 889 million in 2012, to over 1.4 billion by 2016 [Radicati] 7. In 2016, Windows Phone is expected to account for 11.4 percent of the mobile market. [Digital Trends] 8. In 2016, IDC forecasts 2.2 billion mobile phones will be shipped to the channel. [IDC] 9. Global mobile traffic now represents roughly 13% of Internet traffic [Forbes] Source: http://blog.apptopia.com/25-mobile-stats-for-2013/

37. What do they choose?

38. How many are there REALLY

39. Does it lead to purchase?

40. Mobile to Search

41. What are the details

42. Social Evolution

43. How are people connecting? Connections in order of use: Computer -3% y/y (but still at 94%) Mobile Phone +9% y/y Tablet +13% y/y Others: Handheld music player, gaming console, internet TV, ereader Source: The Social Media Report Nielsen 2012 The State of Social Media

44. Message me, no IRL

45. That ick factor • 32% of people 18-24 use social in the bathroom (please wash your hands) • More than half of people 25-34 use social at work (more than anyone else) Source: The Social Media Report Nielsen 2012 The State of Social Media

46. How is social evolving • We don’t just do one thing anymore • Social is not just for marketing push messages, it is a robust tool for customer service and client care

47. Customer Care and Social 1 in 3 social media users prefer social care to contacting a company by phone. On average 47% of social media users engage in social care. Where are they going? FB pages Official Company Blog Twitter YouTube Non-company blogs Source: The Social Media Report Nielsen 2012 The State of Social Media

48. How is social evolving marketing • The most effective form of advertising is? • Well social makes that infinitely more powerful • Knowledge is power…and shoppers are increasingly reaching for information AS THEY SHOP • We are nowhere close to seeing the lead for where social media will take us

49. More Data Points • More women than men spend time on social networks on both PC and Mobile • More time is spent on PC’s for the 18-24 demo and more mobile time is spent by 25-34 demo than any other age or platform • African Americans spend the most time on social networking via PC and Hispanics spend the most time on mobile Source: The Social Media Report Nielsen 2012 The State of Social Media

50. Is SoMe Use Going Up?