Healthcare and social media

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This presentation to the IU School of Medicine Department of Public Health looks at the gap in internet usage of people with chronic illnesses and the direction of online health content in the future.

Salud y medicina Empresariales

HEALTH CARE AND SOCIAL MEDIA Rodger D. Johnson, MA Inbound Marketing Certified

U.S. adults living with chronic disease are significantly less likely than healthy adults to have access to the internet (62% vs. 81%)

Living with chronic disease is also associated, once someone is online, with a greater likelihood to access user-generated health content such as blog posts, hospital reviews, doctor reviews, and podcasts.

These resources allow an internet user to dive deeply into a health topic, using the internet as a communications tool, not simply an information vending machine. Chronic Diseases & the Internet Pew Internet And American Life Project

The internet access gap creates an online health information gap. ,[object Object]

62% of adults living with one or more chronic disease go online.People managing multiple diseases are less likely to have internet access ,[object Object]

52% of adults living with two or more chronic diseases go online.,[object Object]

However, the social life of chronic disease information is robust There are two activities which stand out among people living with chronic disease: ,[object Object]

Online health discussionsPew Internet & American Life Project Chronic Disease and the Internet

The internet is like a secret weapon – if someone has access to it ,[object Object]

They often have complicated health issues, not easily solved by the addition of even the best, most reliable, medical adviceThose who are online have a trump card Having a chronic disease increases the probability that an internet user will share what they know and learn from their peers Pew Internet & American Life Project Chronic Disease and the Internet

Those who are online have a trump card ,[object Object]

They participate in online discussionsThey just keep going Pew Internet & American Life Project Chronic Disease and the Internet

ACCU CHEK DIABETES LINK: A CASE STUDY A blog: You can subscribe to the blog via RSS or e-mail. You can also share the blog articles, but you cannot add comments ,[object Object]

Diabetes news from online sources: “In the News”

product and corporate information,[object Object]

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Healthcare and social media

1. HEALTH CARE AND SOCIAL MEDIA Rodger D. Johnson, MA Inbound Marketing Certified

2. U.S. adults living with chronic disease are significantly less likely than healthy adults to have access to the internet (62% vs. 81%)

3. Living with chronic disease is also associated, once someone is online, with a greater likelihood to access user-generated health content such as blog posts, hospital reviews, doctor reviews, and podcasts.

4. These resources allow an internet user to dive deeply into a health topic, using the internet as a communications tool, not simply an information vending machine. Chronic Diseases & the Internet Pew Internet And American Life Project

9. Online health discussionsPew Internet & American Life Project Chronic Disease and the Internet

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11. They often have complicated health issues, not easily solved by the addition of even the best, most reliable, medical adviceThose who are online have a trump card Having a chronic disease increases the probability that an internet user will share what they know and learn from their peers Pew Internet & American Life Project Chronic Disease and the Internet

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13. They unearth nuggets of information

14. They blog

15. They participate in online discussionsThey just keep going Pew Internet & American Life Project Chronic Disease and the Internet

16. ACCU CHEK DIABETES LINK: A CASE STUDY

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18. Diabetes news from online sources: “In the News”

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20. ACCU CHEK DIABETES LINK: A CASE STUDY

21. ACCU CHEK DIABETES LINK: A CASE STUDY

22. ACCU CHEK DIABETES LINK: A CASE STUDY

23. ACCU CHEK DIABETES LINK: A CASE STUDY What is the objective of the Accu-Check Diabetes Link site? To reach out to people with diabetes and help connect them to information and resources that could help them lead more healthy lives.

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25. Blogger relations (Roche Social Media Summit)

26. Understand their concerns and discover areas where the bloggers and Roche Diagnostics could work together

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28. Traffic to the site is organically driven

29. For senior management buy-in and support: Did Roche have resources to provide the community with helpful information and knowledge swiftly and prudently

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31. Where we have been

32. Where we are going

33. QUESTIONS & DISCUSSION Rodger D. Johnson, MA Twitter: @getsocialpr Blog: www.getsocialpr.com

Healthcare and social media

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