5 Examples of Social Media in Healthcare Marketing

 Posted by Michelle Bowles on Jan 15th, 2010

More than ever, it’s essential for hospitals and health providers to rethink their healthcare marketing mix to include social media.

The proof is in the numbers: 34% of consumers use social media to search for health information, according to research data from How America Searches: Health and Wellness.

While it’s easy to identify demand, many healthcare marketers are not exactly sure how they might tap into the social web to reach business goals. To help understand the possible applications, consider these five examples of how the social web can work for hospitals and others in the healthcare industry:

1. Tweet Live Procedures
In the past year, social media channels have helped open up an area of healthcare previously only available to a select few: the operating room.

Last February, Henry Ford Hospital became one of the first hospitals to Tweet a live procedure from an operating room. Doctors, medical students and curious non-medical personnel followed along as surgeons tweeted short updates on the kidney surgery to remove a cancerous tumor.

This healthcare marketing tactic can effectively create excitement and raise public awareness for a healthcare organization. In the case of the Henry Ford procedure, Twitter was abuzz that February day with users both re-tweeting the messages from Henry Ford and adding their own thoughts on the event. That buzz can help healthcare organizations both attract new patients and recruit medical personnel.

2. Train Medical Personnel
Some healthcare organizations are beginning to recognize the potential impact of leveraging social media channels to complement training efforts. Mayo Clinic Social Media Manager Lee Aase, for example, incorporated social media into a recent training presentation for local chapters of the American Heart Association. (Check out Lee Odden’ssocial media interview with Aase for Online Marketing Blog.) During the presentation, Aase leveraged Twitter to encourage participants to contribute to the discussion using the #AHAchat hashtag.

Weaving social media into healthcare training initiatives can provide multiple benefits, including:

• Giving trainees a forum to ask questions and quickly receive answers
• Providing presenters with immediate feedback from trainees (i.e., if trainees have mastered a concept of if more guidance is needed)
• Enabling organizations to complement healthcare marketing efforts by sharing slideshows, video or pictures from training sessions on social sites like YouTube or Flickr

3. Reach Mainstream Media
70% of journalists now use social networks to assist reporting, compared to 41% the year before, according to a  Middleberg Communications survey reported by PRWeek. With numbers that high, it only makes sense for healthcare marketers to leverage social media channels in order to achieve coverage by both mainstream media and industry publications.

As part of healthcare marketing efforts, organizations can use social media channels – including blogs, forums and microblogs – to share success stories from out-of-the-ordinary operations or treatments, medical research or other significant achievements. For example, when Aurora Health Care tweeted a knee operation in April, it received significant media attention, both from mainstream media and industry publications including Good Morning America, the local Milwaukee public radio network and Hospital Management Magazine.

4. Communicate in Times of Crisis 
When disaster strikes – whether it be a flood, an earthquake or a terrorist attack – hospitals and healthcare providers are at the center of it all. Healthcare providers can leverage social media networks to provide real-time updates both for those directly affected by the crisis and those watching from afar.

During the November Fort Hood shooting attack, Steven Widman of Scott & White Healthcare – one of the hospitals that treated Fort Hood victims, used Twitter to provide up-to-the-minute news. Through Twitter, Widman provided updates on emergency room access and hospital operation status, re-tweeted news from Red Cross and communicated with reporters.

Widman shared with Found In Cache Blog the results of the social media crisis communication efforts:

• Twitter followers increased 78% in just three days
• Scott & White Healthcare was listed on the front page of Twitter as a “trending topic”
• The hospital’s YouTube channel was ranked the 79th most viewed non-profit channel during the entire week surrounding the crisis

5. Provide Accurate Information to Patients
73% of patients search for medical information online before or after doctors visits, according to this video from the HealthCare New Media Conference. With the magnitude of health information available on the web – both accurate and inaccurate – it’s likely that these patients can easily be misinformed.

By integrating social media into the healthcare marketing mix, organizations can share accurate, timely information regarding symptoms, diseases, medications, treatments and more. Social sites like Inspire are providing a forum for patients to share their health problems and questions about treatments with other patients, as well as qualified medical personnel. Inspire, for instance, partners with trusted health nonprofit organizations to ensure information is accurate and its community is safe.

The benefits of integrating social media into healthcare marketing efforts are priceless – from improving patient care to gaining media coverage to attracting new patients and staff. If your healthcare organization hasn’t already taken advantage of social networking channels, now is the time. If you’re having challenges getting approval, check out “Social Media in Healthcare Marketing: Making the Case“.

How else can healthcare marketers leverage social media to complement their efforts?

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World Health – GOOD Magazine Transparency

As usual, an excellent infographic from GOOD Magazine.

Every country in the world approaches health care differently, but the end goal is the same: Keep citizens as healthy as possible at the lowest cost . . . This is a look at 12 countries around the world that examines how far the money they spend on health care goes toward affecting the health of their citizens.

This infographic is just teaming teeming with excellent information:

• Life expectancy in years
• Maternal mortality deaths (per 100K live births)
• Infant mortality deaths (per 1K live births)
• Noncommunicable-disease-related deaths (per 100K pop)
• Cardiovascular deaths (per 100K pop)
• Cost per capita of healthcare
• % of GNP spent on health care.

There is a lot that is good about this infographic. I don’t understand the scale on the right hand side of the figure that is 72 – 82. I think it has something to do with life expectancy, but I couldn’t tell.

I think it might be equally interesting to look at each of the pieces of data by country. A lot of data is presented clearly in this graphic.

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H1N1 Impact & Implications

From Nielsen Wire

Jim Mansfield, Customer Development, The Nielsen Company
Contributors: Todd Hale, Tom Pirovano, Heather Grantham, Tony Gleicher, Melissa Herrel, Melissa Conner, Kelly Melanitis, Liz Yurkevicz, Dale Norton, Melissa Davies and Robert Buckeldee

SUMMARY: Consumers worldwide are plagued with the new H1N1 influenza according to the World Health Organization. The H1N1 influenza (swine flu) has a higher rate of infection and has caused the flu season to begin earlier than prior years. Fearful consumers raced to understand how to protect themselves online and also purchase preventative products. The increased rates of infection have caused spikes and declines in selected categories.

In April 2009, confirmed reports from the U.S. Centers for Disease Control revealed a new strain of the flu virus—known as H1N1 (swine flu). By June 2009, the World Health Organization declared a global pandemic alert as more than 70 countries worldwide were infected. By the first week of November 2009, most developed countries reported widespread infection.

The rapid transmission of the virus translated into swift consumer reaction…

Viral reaction
The rapid transmission of the virus translated into swift consumer reaction. Consumers reacted immediately and took the quickest and most readily-available route to information—the Internet. The first online conversations about swine flu took off with over 500,000 messages posted in April 2009 when initial news of the first diagnoses spread. Although, there is a continued upward trend in online swine flu conversation today, the volume has declined five-fold to just over 100,000 messages in November.

While initial Twitter discussions were a bit slower on the conversation uptake than prominent discussions boards like WebMD and iVillage, Twitter discussions remained elevated for several weeks after chatter among forums dropped off significantly after the first week. Twitter actually remained the top source for discussion of swine flu through the summer and into the start of flu season.
Today, as the flu season is back in full swing, the volume of swine flu buzz on discussion boards, blogs and forums is just now moving ahead of Twitter volume again. The fact that Twitter is just one source and there are thousands of online discussion boards validates the impact and intensity of Twitter followers.

Sales of hand sanitizers increased significantly…

Healthy response
Concerned and infected U.S. consumers stocked up on preventative, treatment and sanitizing products at an increased rate. Sales of hand sanitizers in particular increased significantly in April 2009 and then again in October, corresponding to the height of online chatter. From September to October 2009, consumers increased spending per trip on the category 181% compared to the same time period in 2008 and the percent of households buying hand sanitizing products increased 132%.

Similarly, consumers increased purchases in categories that offered a treatment or prevention benefit. Thermometers, vitamins, cough and cold remedies, orange juice, cleaning products, tea and soup all reported year-over-year increases. Spending on thermometers and cough and cold remedies increased 88% and 10% respectively from September to October 2009 vs. 2008 and the penetration for thermometers increased 80%. Overall, more consumers spent more per trip and purchased more frequently compared to last year. Essentially, a household with a child infected with H1N1 spent on average of $23 if they purchased a cold remedy, thermometer, and hand sanitizer—an increase of 6% vs. prior year.
Conversely, it appears that references to “swine” negatively impacted sales of pork products as the category reported a 6% decline in dollars, equating to approximately $930,000, in October 2009 compared to last year.

The expanded flu season could bring about shortages…

Meeting demand
While it appears that sufficient quantities of cough and cold products are available at retail, there is a growing concern that the expanded flu season could bring about shortages. To stay ahead of the curve, Nielsen developed a forecast demand distribution model to help manufacturers appropriately distribute products to meet consumer demand. An analysis of the U.S. cough and cold category is illustrated as an approach to plan ahead to meet demand.
To understand and isolate the true impact of H1N1, growth in the cough and cold category was decomposed to account for concurrent market events, as significant consumer promotion is occurring in parallel. Nielsen reports $772M was spent on media promotion for over-the-counter cough cold products in the year ending September 2009 and one-fifth of products were sold on promotion.
The sales impact on the cough and cold category was determined by using a statistical method (multiple linear regression model) of 160 weeks ending 10/31/2009 including promoted dollars, percent of promoted dollars, total promotion expenditures, and estimated average influenza like illness (ILI source CDC) if H1N1 did not occur. Historical, influenza rates are available from the CDC and were analyzed from 1999 to date.

The H1N1 flu virus boosted cough and cold category units by 14%…

Nielsen determined that the introduction of the H1N1 flu virus boosted cough and cold category units by 14% and increased dollars by 4% from week ending September 5, 2009. In the most recent four weeks ending 10/31/2009, units and dollars are up 21% and 1% respectively. The variance in dollars to units is due to the ongoing promotion occurring in the market. Essentially, the approach can forecast anticipated influenza rates for H1N1 and seasonal flu to determine the impact to units and dollars by taking into account all promotion activities. Additionally, ongoing analysis that factors in the significant media outreach and resulting consumer reaction is vital.

Weather the storm
Historically, the flu season peaks from December to January. When comparing current Centers for Disease Control influenza-like illness rates to historic trends, the U.S. is now currently reaching or has already reached a peak. Since most of the flu activity reported to date is for the H1N1 flu, it is likely that the regular seasonal flu (which is still on the horizon) will prolong these trends through February or March 2010, when the seasonal flu typically begins to decrease. Retailers and manufacturers can better anticipate and meet peaks in demand by understanding potential infection rates. And now is the time to take advantage of sales opportunities to partner with other manufacturers with combined offers. With heightened consumer awareness, many will race to purchase preventative, diagnostic and treatment products at the first sign of a sniffle.

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