1.keynote presentation

8/14/2019 1.Keynote Presentation

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Healthcare New

Media

Landscape

By Shahid N. Shah

HITS here.com



’

Brand‐building and increasing visibility

Advertising

Lead generation

Sales communications

Maximizin events and trade shows



•

instead of

to or

pass them

like‐

minded

individuals• Mimics a grass‐roots po itica movement t at

continuously spreads the message rather than

a top

‐own

a vert s ng

campa gn

t at

as

a

start and stop date



• “ ”

vs “push”)

• Better Targeting

• Nurturing leads

• Reduced bud ets

• Scale easily based on success



USAGE AND SUCCESS



Communities

Examples: Alli Circles (branded),

Crohn’s & Me (unbranded, UBC

P arma supporting yet‐to‐ e‐ aunc e

Cimzia)

Why: Give people a way to speak to

o ers w s m ar pro ems. u an

engaged and easily accessible focus

group.

patients you want to reach and allows

you to test marketing messages in a

ready‐made focus group.

Metrics: Measure

number

of

members

of the community, page views, topics,

and threads that are working best.



Medpedia

Examples: Harvard Medical School,

Stanford School of Medicine, American

Heart Association

Why: Start your own wiki or join an

existing one to demonstrate credibility

an now e ge, u re a ons ps

with patients and providers.

Benefits: Allows

faster

release

of

,

“trusted sources”.

Metrics: Measure number of readers,

a e views and comments to see

which articles

are

working

best.



Patient Journals

Examples: Diabetes Mine, e Patient

Dave, e‐patients.net



Twitter

Examples: Lutheran HC, Aurora Health,

UNC Health Care

Why: Fast,

easy

exposure

to

the

25

million daily visitors

Benefits: Patients following the

healthcare provider receive real‐time

updates, always keeping them in the

loop.

Metrics: Measure the number of

followers, re‐tweets and replies to see

who is reading and what they think.

Considerations: over half of Twitter traffic is from outside the US.



Facebook, MySpace

Examples: Emory Healthcare,

McKinsey Healthcare, United

Hea t care, MS C ampions

Why: With over 200 million users,

Facebook and MySpace allows

compan es o ga n exposure o e ‐

24 year old demographic with relative

ease and 0 cost.

in open discussions, view and share

photos, videos and more with each

other. Allows for patients to keep up to

date with the company’s news as well.


friends/fans, the number of wall‐posts

and comments left on posted items.



LinkedIn, Plaxo

Examples: Cleveland Clinic, Quest

Diagnostics, Fort Healthcare

Why: Provides

“word

‐of

‐mouth”

advertising on the internet. Patients

can recommend companies to each

o er.

Benefits: Patients can follow what

their connections

are

doing.

If

one

Cleveland Clinic he can refer it to his

35 connections and so on and so forth.

Metrics: Measure the size of the

network, the

connections,

and

the

number of recommendations given by

patients.



Example: Institute of California

Bilingual Medical Staffing, Hospital

Ning, OpenSocial

On ine Mar eting E ucation

Why: Allows healthcare groups with

specific interests meet and cooperate

more e ec ve y w o ers a s are

a common interest.

Benefits: Patients

and

other

similar

are making in their particular fields.

Metrics: Nings are very similar to

Facebook and M S ace a es

Measure the

numbers

of

users

in

your

network, comments made and the

amount of interactivity with other

users.



Why: Quick, easy, free online

Scribd, SlideShare

,

brochures, articles etc.

Benefits: Patients and

peers’ online papers. A student in

Germany can learn about diabetes

for his next exam while a patient in

Australia can

learn

how

diabetes

mig t a ect im.


times a document or slideshow is

,

many comments

it

receives

and

it’s

rating.



Second Life

Example: IBM

Why: Millions of people use Second Life on

a daily

basis.

Provides

for

easy,

cheap, interactive and fun exposure.

Benefits: Players create their own

Personal Health Records which are

incorporated into electronic medical

records and

“play”

through

their

’ ‐

standard‐based health information

exchange technology.


visitors to

the

Healthcare

Island

each

day



Video Games

Examples: Kaiser Permanente, USDA,

California Nurses Association

Why: Games

reach

all

ages

of

potential

clients. They make the patient feel less

like the company is out to get him and

more e e company s ere o e p

him.

Benefits: Games

allow

for

people

to

.

game, for example, teaches people

how to eat right in a fun way.


pageviews and

the

number

of

users

that visit the company website after

playing a game.



Online Advertising

• Pay Per Click

• Search Engine Optimization

• Banners

• Skyscrapers

• Blog and site sponsorships

• Directories

• Pop‐ups and Pop‐downs

• Bridge and Interstitial (page

through)

• Unicast infomercial on the web

• Contextual

• Takeover (large initial page)

• E‐mail sponsorships

•



AdSense, AdCenter

Kaiser Permanente, eHealthInsurance,

and Many More

Why: Easy

exposure

on

the

world’s

most visited website, Google.

Benefits: Patients find exactly what

their looking for by searching for what

they need.

Metrics: Measure the number of clicks

on each ad and use Google’s provided

tools to measure the amount of time

the user spends on your website.



Social Media Contests

Example: Galen Institute

Why: Users submit all content. The

average person

is

helping

you

advertise and sometimes the average

person is the most persuasive person.

Benefits: Patients convey their feelings

on a subject, free, public healthcare in

this example,

and

a few

are

rewarded

.

Metrics: Measure the amount of

content submitted and the amount

that that content is bein viewed.

Contest Winner: tinyurl.com/pz78ld



Digg, PeerClip



Discussion Boards

Examples: MySears Community,

Healthboards

Why: Old

school

but

very

effective

means of communication and Google

and search engines love them.

Benefits: Nothing new to learn for

patients and providers that use them;

easy to

use

and

works

through

normal

“ ”

(“pull”)

Metrics: Track views and replies to see

which to ics are resonatin .



‐PDF, ConstantContact

Examples: Newton‐Wellesley Hospitla,

Syosset Hospital

Why: Old

school

but

one

of

the

only

guaranteed mechanisms of viewing

your content because of “push”

capa y.

Benefits: Nothing new to learn for

patients and

providers

that

use

them;

marketers or new media marketers).

Metrics: Track views and replies to see

which to ics are resonatin .



Podcasts & Radio Shows



HHS, FDA, CDC



Content Management

WordPress

Example: simplifyMD

What: Build your site on a content

management system

(CMS)

platform

and allow it act as a blog and a

website.



‐

Socialize and

Lay out metrics and

how

to

pilots and

execute to

gather results

Identify

Tangible

Benefits

a Pragmatic

Approach

success

Find out

who’s in

the waySocial media is a continuousconversation and therefore isa long-running experiment.



Getting

something

Regulatory

or Legal

Empowering em lo ees

wrong

Real Risks are usually minimal



• Conversations and passion

• Corporate image

• Engagement and satisfaction

• Loyalty and interaction

• Trust and authorit

• Traffic (increase in PageRank)

• Sales

ranks

(new

vs.

existing)• Leads enerated

• What’s relevant to your business?

• Will you be able to set meaningful goals and measure

them?

• Brand awareness

ualitative

• “Mentions” on other sites

• Minutes per day customer

“speaks” to us

• In the end what do you want out of social media?

Results

If you’re trying to sell something, the primary objective is to get people to your

website. Any campaign



Internal External Firms Freelancers

• Find those

that

are

• Do your

current

• CrowdSpring

• RentAGeek

“Social “

•

support social

volunteers media?



Establish

Identify

Experiment

Goals Resources

tools

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