The evolution of Health 2.0 in our data-driven world calls for a shift in the way health organizations locate and communicate with their target audiences. While health challenges abound in local communities and on a global scale, so does the potential within the communication tools and technology that we hold. During this first of its kind summit, health communicators within the GLOBALHealthPR network from across the globe converge to present data and reveal insight from a global listening program which spanned [15] countries, assessing the impact and conversation around a specific global health pandemic, malaria. The IHSMS team discuss the implications for the data found and offer insight into strategies for using digital tools to benefit national and international healthcare organizations today.

1. The right formula for healthcare communications First Annual International Healthcare Social Media Summit

2. Today Tipping point for health and social media Our Social Framework for engaging social media programmes Our social media malaria insights GLOBALHealthPR’s prescription for malaria social media engagement Your questions

3. A tipping point for health and social media

4. Why now for health? Technology New health dynamic Regulations

5. Technology Web 1 Web 2 Web 3 Data transferability Engagement Usability

6. New health dynamic NIELSEN INDIA Forecast 45 million users of social networks by 2012 45,000 joining daily MEXICO 30+ million internet users 4 million twitter users 1 out of 10 has a blog Fastest growing sector in Facebook is women over 40

7. Portugal Sandra Pestana thesis 28% of the Portuguese use the internet to search information on health This search of health subjects doubled between the years of 2005 and 2009 18% of the national hospitals provide internet to their patients Of nine assessed patient groups: 100% have Facebook pages 66% have testimonial areas 45% have blogs and forums

8. New health dynamic PEW USA 59% of all American adults went online for disease and treatment information in 2010 25% of all American adults have referred to social media comments when seeking medical information 23% of American social network users follow their friend’s personal health online

9. New health dynamic BUPA UK UK Internet users using online information on health matters increased from 37% in 2005 to 68% in 2009 70% looking for information for their own health issue; 22% for someone else HealthUnlocked.com National Rheumatoid Arthritis Society built 300 active members in three months 470 blog posts / 658 survey responses

10. Regulations FDA ABPI Transparency Information vs. promotion clarity key

11. Our approach

12. Our SM principles Understand Add lots of value Leverage unique insights Be open minded

14. Smart listening Personal engaging proposition Social Framework

15. Social media malaria insights

16. Nathan’s story

17. Hypotheses Malaria prophylaxis does not tend to be discussed in the social media space, conversations focus on managing acquired symptoms Insights and understanding of malaria do not tend to be shared between countries in the social media space Conversations about malaria in the social media space will not be lead by official healthcare institutions World Malaria Day will cause a long tail in social media activity

18. Baseline Additional Breadth and depth

19. The right approach Avoid the niche Understand mainstream malaria engagement Maximise efforts Mix of automated and manual tools

20. Our findings

21. Identified blogs

22. New blog posts per day

23. New blog comments per day

24. Number of tweets per day

25. World Malaria Day quantitative findings

26. New blog posts World Malaria Day

27. New blog comments

28. Number of tweets

29. Additional insights In markets with high prevalence, malaria is seen as similar to “bad luck” or having a cold and social media interactions about the condition treat it as such In markets with low prevalence, conversation is focused on disease epidemiology and science

30. Additional insights Tendency for social media active malaria prone countries to reach out to other countries with similar disease prevalence levels Time zone is as much of a barrier to international social media engagement as language issues

31. Conclusions Malaria prophylaxis does not tend to be discussed in the social media space, conversations focus on managing acquired symptoms. NOT CONFIRMED INTERNATIONALLY Insights and understanding of malaria do not tend to be shared between countries in the social media space. CONFIRMED Conversations about malaria in the social media space will not be lead by official healthcare institutions. CONFIRMED World Malaria day will cause a long tail in social media activity. NOT CONFIRMED INTERNATIONALLY

32. Prescription for malaria social media engagement

33. Smart listening Personal engaging proposition Social Framework

34. Personal engaging proposition Through science, collaboration and action, we can stop malaria impacting people you care about Give malaria personal relevance Suggest that we have something interesting to say from a scientific perspective and believe the future of the disease can be improved Establish an urgency in taking action Encourage experience sharing in the social space

35. Local adaptation

36. India

37. India

38. Mexico

39. Conclusions

40. Digital malaria Identified challenges and opportunities healthcare institutions face Understand social audience to engage them Opportunity to lead and shape dialogue World Malaria Day 2011 impacted social media; this can be built upon in 2012 Malaria needs to be given personal relevance for disease awareness activities to contribute to improved health behaviours

41. Insightful action Tipping point for health and social media GLOBALHealthPR healthcare experts and uniquely placed to apply our Social Framework to listen, interpret and inform personal engaging propositions for social media