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Social Media is Part of our Culture

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1.  Google

2.  Facebook

3.  Yahoo

4.  YouTube

5.  Wikipedia

6.  Amazon

7.  Craigslist

8.  Ebay

9.  Twitter

10.  WindowsLive

11.  Blogger

12.  MSN

13.  MySpace

14.  AOL

15.  Go

16.  Bing

17.  LinkedIn

18.  CNN

19.  Wordpress

20.  ESPN

*http://www.alexa.com/topsites/countries/US

Eight of the top 20 most visited sites in the U.S. are social media sites

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In March, Facebook passed Google as the most visited website in the U.S.

*Experian Hitwise – 3/15/2010

www.facebook.com

www.google.com

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However, social media should not be treated as another marketing channel…

…especially in healthcare

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Rise of Social Media in

Healthcare

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730 Hospitals have an active Social Media presence with more than 1,400 sites

*http://ebennett.org/– May 22, 2010

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The Dose of Digital Wiki lists over 200 active healthcare communities

*Dose of Digital Wiki – June 7, 2010

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Adults are turning to the web and social media for health information

*Pew Internet Life Project– 2009

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Physicians continue to embrace social media as a professional tool

of physicians engage online as part of their clinical workflow

of physicians are interested in or already use physician social networks

*Manhattan Research – Taking the Pulse v9

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Impact of Social Media on Healthcare

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Social media helps healthcare organizations solve marketing needs

HOW DO YOU:

1.  Make it easier for patients and providers to better understand the products and services you offer?

2.  Demonstrate your clinical expertise to create a competitive advantage?

3.  Build trust and deliver valued information and services?

4.  Identify market trends and listen to your customers / competitors?

5.  Measure results and compare outcomes?

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Social media requires a clear strategy to overcome inherent challenges and risks

• Increased transparency and privacy concerns

• Loss of control over your message

• Regulatory uncertainty

• Failure to properly engage patients and provider

• Damaged reputation

Most importantly, Social Media fails when new value isn’t created for patients or providers

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Hospitals Increase Efforts

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Henry Ford has an integrated social media strategy that improves access to information

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Live-tweeting surgeries has helped educate both patients and providers

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Patient Communities are Expanding

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Patient Communities are expanding into the long tail of therapeutic areas

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WiserPregnancy helps employees make smarter, cost effective health decisions

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UCB and PLM created an open community to capture real-world experiences

21

Physician Networks Continue to Grow

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Physicians utilize a growing number of private networking sites throughout the world

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Ozmosis enables physicians to learn from colleagues they trust

Professional application of a social network enables licensed MDs and DOs to exchange medical knowledge

Real physician identities are properly verified and clearly displayed to all members

Power of the trusted network delivers personalized and relevant information to every physician

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Syndicom provides training and networking opportunities sponsored by industry

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Pharma has Cautiously

Increased its Efforts

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Sponsored communities for patients and providers can offer insight and support

27 *Digital IQ Index – L2

However, only 19% of Pharmaceutical brands are on at least one social media platform

28 *Courtesy of John Mack

Risks still outweigh perceived benefits for many in an uncertain regulatory environment

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Leading to mixed results with different tactics on facebook for Sanofi and others

Comments removed

Discussions encouraged

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The Future Offers More than Marketing

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(Data + Tools)*Innovation = True Collaboration

We can improve outcomes and reduce healthcare costs through social media

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Imagine a future where patients, providers & healthcare organizations can collaborate freely

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Thank You #HCNM!

Joel Selzer Shahid N Shah Co-Founder & CEO - Ozmosis Founder & CEO - Netspective

http://twitter.com/jbselz http://twitter.com/shahidnshah

http://www.facebook.com/joel.selzer http://www.facebook.com/shahid.n.shah (202) 595-8005 (202)-713-5409

joel@ozmosis.com shahid.shah@netspective.com

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Additional Slides

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Private Sector is Fueling Innovation

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Yammer is gaining widespread adoption as an internal collaboration tool within pharma

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iGuard offers crowdsourced product reviews from 2 million registered users

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Social games are changing healthcare outcomes by making exercise social and fun

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HHS, CDC & FDA are Making a Difference

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CDC has improved communication and expanded access to health information

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During the H1N1 public health crisis, CDC alerted patients and providers

CDC had less than 1,000 Twitter followers in March 2009…today they have over 1,242,000

CDC’s H1N1 video has more than 2,087,000 views

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HHS announced a social initiative to improve health through the power of information

Community Health Data Initiative