1. Social Media Applications
in Health Care
April 28, 2009
Brad Jobling
bjobling95@gsb.columbia.edu
www.linkedin.com/in/bradleyjobling

2. Social Media Defined
Information content created by
people using highly accessible
and scalable publishing
technologies
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3. Types of Social Media
Communication Collaboration
• Blogs • Wikis
• Bulletin Boards • Social Bookmarks or Tags
• Micro-blogging • Social News
• Social Networks • Review and Opinion Sites
• Event Sites • Q&A Sites
• Discussion Groups
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4. Types of Social Media
Multimedia Entertainment
• Photo Sharing • Virtual Worlds
• Video Sharing • Online Gaming
• Art Sharing
• Livecasting
• Audio and Music Sharing
• Podcasts
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5. Social Networks
• Link Up or Connect
• Email and IM Tools
• Profiles
• Public and Private
• Hybrid of Social Media Tools
• Aggregation Tools
• Open Standards for Interoperability
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6. Common Social Media Sites
• Facebook
• LinkedIn
• YouTube
• Twitter
• Flickr
• Wikipedia
• Delicious
• Second Life
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7. Robert Scoble Social Media Starfish
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8. Social Media Qualities
• Customer Centric
• Dialog Oriented
• Opportunity for Feedback
• Open and Not Controlled
• Used for Outreach and Listening
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9. Using Social Media
Facebook Twitter
• Create Profile • Sign up for Account
• Friend Someone • Write Message (140 char)
• Post Pictures • Create Small Link
• Write Notes • Broadcast
• Send Email • Reply
• Take Quizzes • Digsby
• Receive Feeds • TweetDeck
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12. Facebook Application
• Developers can program applications for
Facebook using basic web development tools.
• Examples include birthday calendars, games,
causes, event listings, movie rankings.
• Usually creates a bookmark or tab on user’s
profile.
• Used to post, share, spread information, or add
functionality to Facebook that is not in usual set
of tools.
• Facebook Developers
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13. Why Understand Social Media
• Listening Capability
• Audience Growing
• Patients & Doctors Using Internet for
Information
• Formation of Online Tribes
• To Guide Conversation
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14. A recent Manhattan Research
survey says that 60 millions US
consumers are using social media
to research health information
online
Dr, Jason Bahn, creator of physicians’ social
network Ozmosis – “Social Media Making Its
Mark”, www.fiercehealthit.com: April 2009.
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15. Traffic Rank of 4 Sites
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17. Examples of Medical Social Media
• Mayo Clinic Facebook site
• Cleveland Clinic Facebook site
• Cleveland Clinic Twitter
• yRoswell Blog site
• Prostate Cancer Info Link
• Breakaway Games Simulation games
• Ozmosis
• Harvard Medical School YouTube
• Mass Eye and Ear Twitter
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27. How to Create Social Media Plan
• Define Business & Marketing Objectives
• Research Usage of Social Media by Target
• Choose Approach (Outreach vs Listening)
• Articulate Rational for Particular Approach
• Select Social Media Tools and Providers
• Select Social Media Metrics & Define Successes
• Establish Procedures, Best Practices & Guidelines
• Deploy, Measure & Refine
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28. Define Objectives
• Current Marketing Programs
• Current Marketing Success Metrics
• Current Audience Touchpoints
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29. Choose Approach
• Budget
• Web & Media Assets
• Current Social Tools
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30. Cornell University Ubiquitous
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33. Notes
• Go to them, they won’t come
• How would you attract your audience if you could not
interrupt them?
• Look at competitors
• KPIs not page views
• Be prepared to wait
• Social media cannot be controlled
• Make something good, not something viral
• Understand privacy issues
• Understand regulatory issues
• Practice customer relationship management
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34. Possible Projects
• Micro-blog surgery news, blog entries, press
releases, clinical trials and events
• Create an instructional or informational video
channel
• Build a private social network application
around a particular topic
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35. Next Steps Would Be
• Determine Legal Issues and Possible
Workarounds
• Review Current Marketing Programs
• Inventory Available Assets for Social Media
• Establish Budget
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36. Additional Information
• Health 2.0 Conference - health2con.com
• Appendix
• Articles
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37. Appendix

38. Outreach Channels
Channel Group Channel How Applied Representative Tools
Social Platforms Social Networks Prescence Facebook, LinkedIn,
MySpace
White Label Networks Web Site Extension Ning, Pluck, Jive,
Broadband, Mechanics,
KickApps
Wiki Collaborative Content JiveSoftware, Wetpaint,
Twiki
Social Content Photo Sharing, Video Common Interest Flikr, YouTube, Kyte,
Sharing Topics, Learning, Photobucket
Education, Information
Sharing
Podcasting Odea, HearThis.com
Blogs, MicroBlogs Publishing Blogger, Typepad,
Wordpress, Twitter,
Plurk, Seesmic
Social Interactions Event Services Event Organization, Eventful, Meetup
Meetings
Location Services Dodgeball, Brightkite
Update Aggregation Content Stream FriendFeed, Facebook,
Publishing Minggl
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39. Listening Channels
Channel Group Channel How Applied Representative Tools
Social Platforms White Label Platforms Support Forum, Pluck, Jive Software,
Research Group Lithium, KickApps
Service Provider Communispace,
Platforms Passenger
Social Content Blogs Gather Feedback, Ideas
& Suggestions
Social Interactions Email, RSS Feeds Competitive Google Reader,
Intelligence, Market Newsgator
Intelligence
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40. Market Fundamental Metrics
Metric Source Ties To
Audience Blog Posts, Blogpulse, Google Relative measure of
Recommendations, Alerts, Cymfony, interest and awareness
Tweets, Widget Views Techrigy, Blogsearch, of brand, product or
Technorati, Net service.
Promoter score, Social
Media platform
dashboard
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41. Brand Fundamental Metrics
Metric Source Ties To
Influence Time on Site, Bounce Web Analytics, Google The value of brand in
Rate Analytics, Omniture generating interest.
Web Trends
Engagement Pass Alongs, Comment Web Analytics, Google The value of brand in
to Post Ratio, Digg, Analytics, Omniture maintaining interest.
Stumbles, Bookmarks Web Trends,
DoubleClick
Podcast Listens Digg.com,
StumbleUpon.com,
Delicious, Feedburner
Loyalty Blog Posts, BlogPulse, Google The value of brand in
Recommendations, Alerts, Cymfony, retaining current
Tweets & similar Techrigy, Blogsearch, customers and building
Technorati long term relationships.
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42. Sales Fundamental Metrics
Metric Source Ties To
Audience Referrers, Web Analytics, Google Uptake measures in
Demographics Analytics, Omniture key segments.
Web Trends,
DoubleClick
Influence, Loyalty Time on Site, Bounce Web Analytics, GoogleHow likely customers
Rate Analytics, Omniture are to buy from you.
Web Trends, repeat The degree to which
customers you need to incentivize
sales or leads.
Action Conversions, Reviews, Web Analytics, Google The number or dollar
Recommends, Tweets Analytics, Omniture value of sales or leads.
& similar Web Trends, review
platform, Net
Promoter score
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