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Copyright 2011 NM Incite. Copyright 2011 NM Incite.
Melissa DaviesStrategic Account Director, Healthcare
September 19, 2011
Healthcare Social Media by the Numbers
Copyright 2011 NM Incite.
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Introducing NM InciteTrusted data provider, leveraging proprietary technology and buzz sources from 160+ million social media sites – across Twitter, Facebook, blogs, message boards, and customer reviews
Global reach, in 18 countries (and growing)
Access to Nielsen’s proprietary consumer panels for online, TV, and retail purchases
Benchmarks and insights from over 150 clients, especially in health care, CPG, retail, auto, CE, Financial services
Market leader in enterprise social media monitoring/ analytics (Source: Forrester)
Industry-leading expertise in digital marketing, product development, and service operationsCapability-building initiatives to enable incorporation of social media into core organizational processes
Functional expertise in translating social media metrics and insights into action and sustained improvement
Copyright 2011 NM Incite.
THE STATE OF SOCIAL MEDIA TODAYGetting Started
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Copyright 2011 NM Incite.
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Social networks and blogs are still the top destination online
SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011
Copyright 2011 NM Incite.
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Females and 18-34 year olds
most active social
networkers
SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011
Copyright 2011 NM Incite.
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U.S. Internet users spent more time on Facebook than any other web brand
SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011
Copyright 2011 NM Incite.
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Emerging social networkTumblr nearly tripled its unique U.S. audience over the last year
SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011
Copyright 2011 NM Incite.
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Mobile social media use
is on the rise
SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011
Copyright 2011 NM Incite.
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Social networking app usage is up 30%
SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011
Copyright 2011 NM Incite.
10 SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011
More women view video on social networks, but men watch longer
Copyright 2011 NM Incite.
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Active social media users are influential offline
SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011
Copyright 2011 NM Incite.
HEALTHCARE SOCIAL MEDIA: WHO IS TALKING, AND HOW MUCH?
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Analyzing the Online Conversation
Copyright 2011 NM Incite.
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Health discussion volume by condition
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Copyright 2011 NM Incite.
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Depression
Fibromyalgia
Prev
alen
ce
Breast Cancer
Bipolar Disorder
COPD
Key:CardiovascularChronic ConditionMental HealthOncologyPain
Ulcerative Colitis
Multiple Sclerosis
Type 1 Diabetes
Cystic Fibrosis
Colorectal Cancer
Brain Cancer
Ovarian Cancer
Rheumatoid Arthritis
ADHD
Lung Cancer
Prostate Cancer
Asthma
HypertensionCardiovascular
Disease
Arthritis
Type 2 Diabetes
Alzheimer’s Disease
Non-Hodgkin’s Lymphoma
Hodgkin’s Lymphoma
SOURCE: NM Incite custom analysis of online discussion within healthcare-relevant boards, blogs and groups, Jan. 2-Dec. 31, 2010
Copyright 2011 NM Incite.
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50%
Fibrom
yalgi
a
Mult
iple
Sclero
sis
Depre
ssion
Arthrit
is
Ulcera
tive
Colitis
(UC)
Hyper
tens
ion
Type
2 Diab
etes RA
Ova
rian
Cance
r
Asthm
a
Breas
t Can
cer
Type
1 Diab
etes
Prost
ate
Cance
r
COPD
Cardio
vasc
ular D
iseas
e
Colore
ctal
Cance
r
ADHD
Brain
Cance
r
Lung
Can
cer
Cystic
Fibr
osis
Alzheim
er's
Diseas
e
HCP
Caregiver
Patient
Patients drive online discussionShare of Discussion Contributed by Patient/Caregiver/HCP, by Condition
SOURCE: NM Incite custom analysis; speaker demographics are qualitatively assessed
Copyright 2011 NM Incite.
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Two cancers, different discussion
Breast Cancer• Discussion feels hopeful:
“no longer a death sentence”• Largely patient-driven• Highly engaged
Brain Cancer• High level of fear and frustration• Highly caregiver-driven• Very highly engaged
Brain Cancer: 22,800 messages
Breast Cancer: 124,000 messages
Volume of discussion Prevalence:Authors
SOURCES: Cancer prevalence data: US National Cancer Institute's Surveillance Epidemiology and End Results (SEER), 2007. Buzz is measured across NM Incite’s Healthcare dataset, 1/1/2010-12/31/2010.
Copyright 2011 NM Incite.
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Sampling the conversation
Breast Cancer
“I can related to the emotions impact of breast cancer you are feeling , I was shocked, scared, angry, overwhelmed , crushed ,
hopeless, when the doctors informed me … in order for me to survive this I had to take life with
cancer one day at a time , surrounded myself with family,
friends , prayer and faith . … you are not along in this fight , I will keep you and your family in my
prayers.” National Breast Cancer Foundation Forums, 2011-01-29
Brain Cancer
“Brain cancer is so awful. My mom is still in treatment, she has about 10 more avastin treatments left.
She is 72, somewhat weak, hardly talks because she can't think of the right word to say and does nothing but sit in a chair all day and look
out the window. I wonder what will happen once treatment ends, will
she get any better or can we expect more of the same for the
rest of her life.” CancerCompass.com, 2011-01-13
Copyright 2011 NM Incite.
Key takeaways
• Conditions with highest prevalence are not necessarily the most discussed online
• Lower prevalence often leads to greater online engagement• Aside from end-of-life conditions or conditions affecting the
very young or the very old, patients themselves drive the majority of online conversation
• HCP involvement in social media discussions on public forums remains minimal
• Personal experience remains the currency of healthcare social media
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Copyright 2011 NM Incite.
Questions? Thank you!
Melissa.Davies@nmincite.com@MelissaKDavies
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State of the Media: The Social Media Report Q3 2011http://blog.nielsen.com/nielsenwire/social/
Healthcare Social Media by the Numbershttp://www.nmincite.com
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