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Wikibrands, Wikipatients
1. CPEG & EMDSERONO Wikibrands, Wikipatients HEALTH CARE, DIGITAL ENGAGEMENT AND THE RISE OF THE E-PATIENT Sean Moffitt @seanmoffitt Keynote - Winnipeg Feb 9th, 2012 Wikibrands - Reinventing Your Organization in a Customer-Driven Marketplace
3. Who is Sean Moffitt…. Just A Blonde Guy With a Cause Bad Chefs Bad British Cuisine Bad Spies Bad Bay Area Hoods Bad US Soccer Perception Bad Secrets Bad Customer, Patient, Marketing and Digital Practice
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5. “ Unless your hospital is the Mayo Clinic or the Cleveland Clinic, which are brand superior, customer experience is probably not your hospital’s edge. Your future has a lot to do with what your patients say about you. If they can’t remember anything special, they won’t rave about your care.”
8. Social media is a great tool… It’s not the end game. Global media industry $600 billion industry Digital Media $90 billion industry Social Media $14 billion industry
9. The real interesting thing… How will digital technology and connected media reinvent some of these industries? Global education industry $ 2 trillion annually Global IT and Communications $ 3 trillion annually Global health care industry $ 4 trillion annually Global energy industry $ 6 trillion annually Global banking industry $ 7 trillion annually
11. Your role is changing… Before Industry Future Teacher Education Facilitator Money Manager Banking Finance Coach Commodity Seller Energy Sustainability Advisor 3 rd Party Vendor IT & Communications Embedded Partner Health Provider Health Care Health Concierge
15. Women are the health hubs Health and Wellness: 4th most popular Topic Online
16. Health is the only online category that defies age boundaries 75% of online adults interact with health information; health information is sought by all age groups
17. Caregivers are #1 Audience 59% of online health searches are performed by someone looking on behalf of someone else Source Pew Internet
18. Social Sweetspot = Misery Loves Company A blend of “social” is key and “content” is key Source: Forresters
19. Patients are taking control of their health Some want rational answers and others want support for what their going through Sources: Epsilon
20. Patients are Going Everywhere Facebook for support, YouTube for Stories/Demos and Others for Informastion Sources: PWC
21. Patients are going mobile Quadrupling of growth in health apps in next 4 years driven by cost, benefits, patient behaviors Sources: Epsilon
22. Physicians are Picking Up Digital Tricks Tablet technology and collaborative culture is making doctors become netizens too Sources: CMA/Knowledge Networks 72% use smartphones 27% have tablets 41% do research online Using social media 61% Facebook 51% and on it weekly Twitter 20% Asklepios 25% 43% participated in and online health discussion forum 26% belong to a health social network
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24. Web Info deemed more helpful than harmful Overwhelmingly believe information is valuable to self-health approach
25. Health 3.0 Is Around The Corner Where you phone things and solves health problems for you Sources: Symptom Navigator/iEyeTest
34. Ranked #1 Globally Online penetration –79% of Canadians online Online usage –average 43.5 hours online/mth Online video – 251 videos/17.2 hours/mth. LinkedIn usage - 15% of online Canadians use Social gaming – spend 4.5 hours each week Online Banking - 65% of Internet users do Ranked in Top 10 Social Media Use – 70% use; ½ everyday Facebook usage –#4 worldwide/82% of online Can. Twitter usage –#6 worldwide/18% of online Can. Smartphone usage – 33% of mobile users We are the #1 digital/social nation
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36. #1 The Need for Authenticity and Transparency - 42% #2 The rise of social networks - 38% #3 Increasing role of wireless/mobile - 35% #4 Customers/people waning attention spans - 25% #5 Media fragmentation - 22% #6 Change in mass marketing effectiveness - 20% Agent Wildfire -The Buzz Report, April 2010 EVIDENCE #3: BUSINESS CULTURE SHIFTS – WE WANT HONEST & GENUINE We crave genuine relationships with service providers we deal with
38. What value can we/I add? What value can we/I get? I do not want to end up in the clink? Is there professional risk? My customer is not on the social web? It’s a young person’s game? I have no time? Lack interest? TACKLING THE COMMON EXCUSES FOR A DIGITAL COLD… What excuses are stopping you now
41. How Deep do You Want To Go Depth of Engagement - Low Depth of Engagement - High One way Engagement Two way Engagement Webinar Social Gaming Demo video Trade Show Branded Content Tool Social Bookmarks Location based Ratings/ Forums Photo Sharing Online Community Email Blogs Apps Wiki/ Collaboration eBook eMagazine Screencast Infographic Augmented reality Roundtable Widget White Label Social Network Mobile Campaigns Influencer Programs Document Sharing
51. “ Social Media can make you suck in more places, faster, and louder than before” Anonymous Bank CMO
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53. But this stuff is HARD This stuff may be CHEAP And is not very PREDICTABLE And is fueled by PASSION & SWEAT
54. The Biggest Sins - Social Deafness and Social Content - Source: Agent Wildfire 2010 Buzz Report
55. What is your biggest challenge? #1 - Having Enough Time To Do It #2 – Getting People Engaged /To Return #3 – Generating Original/Quality Content #4 - Measuring Results #5 - Finding People/Staff to Do It #6 – Integrating Ways to Share Content with Customers 2011 Agent Wildfire Buzz Report
65. Starting with“Why” Really ask: Why will anyone care? (Customer pleasure/pain points) Will it provide value to us? (4Fs) Does it make sense with the rest of our organization? (Audit)
66. In the Trenches – the 7 Golden Rules of Social, Be: R eciprocal E thical H uman A wesome H elpful A uthentic S ocial In the Trenches – the 7 Golden Rules of Social, Be
Whereas some of my fellow members of the blonde guild society have their cuases cleaning up their own neck of the woods – I am focused on my little postage stamp in the world
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People don't buy what you do, they buy why you do it more innovative, more influential, command greater loyalty and are able to repeat their success over and over.