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

• 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

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

Changing Strategies

New territory has risks.

Changing Strategies

Being innovative

has rewards.

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

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