Leading Healthcare Brands Using Social Media

Healthcare and Social Media
An Overview of how leading healthcare brands are using social media
April 11, 2011
Karen O’Brien, Managing Director
Jim Lightsey, Managing Director
Alysse Esmail, Analyst

Introduction

Social media is here to stay and the role that social media can play in healthcare
marketing and communications is evolving.

Marketers in regulated industries are finding it challenging to leverage the full power
of social media and are awaiting guidance on Internet and social media from the
FDA. This report is an overview to demonstrate how leading healthcare brands are
using social media marketing today.

From marketing strategy to web marketing and social media marketing, Crimson
Consulting is experienced in helping companies understand the nature of emerging
media and how to best execute effectively. Please contact us if you’d like to learn
more about our approaches and services.

Best regards,
Karen O’Brien, Managing Director Jim Lightsey, Managing Director
Crimson Consulting Crimson Consulting
650.429.0340 650.429.0366
kobrien@crimson-consulting.com jlightsey@crimson-consulting.com

www.crimson-consulting.com 1 © CRIMSON CONSULTING 2011

Contents

 Introduction

 Social Media and Healthcare

 Healthcare Social Media Marketing Examples

 About Crimson Consulting


Consumers Look Online for Health
Care Information

• 61% of American Adults look online for Health
Information

• 83% of consumers with internet access have
looked online for information about health topics
(i.e. disease, treatments, insurance, daily health
issues)

• 24% of Patients Have Consulted Reviews of
Medical Facilities Online

• 41% of patients have read someone else’s
commentary or experience about health or
medical issues on an online news group, website or
blog -2009 Pew Internet Research Study

• 24% of patients online have consulted rankings or
reviews of doctors or providers


Information found by Consumers is
having an impact on their health care
• 60% said it affected a decision about how to treat an illness or
condition

• 56% said it changed their overall approach to maintaining their health
or the health of someone they care for

• 53% said it led them to ask a doctor new questions, or to get a second
opinion

• 49% said it changed the way they thought about their diet, exercise or
stress management

• 38% said it affected their decision to see a doctor

• 38% said it changed the way they cope with a chronic condition or
manage pain

- 2009 Pew Internet Research Study


Current Trends in US Hospitals
use of Social Media

In 2009… In 2010 …

367 US hospitals were using 744 U.S. hospitals were using
social media social media
• 267 Twitter Accounts • 549 Twitter Accounts
• 190 Facebook Pages • 513 Facebook Pages
• 186 were on YouTube • 337 YouTube Channels
• 35 had blogs
- Cache, Health care professional Resource


Current Trends in US Hospitals
use of Social Media


Patients are actively engaging through
social Media

- Ed Bennett, Hospital and Social Media Presentation


Healthcare Recruitment

Healthcare organizations
have begun using social
media for recruitment,
posting job opportunities
on Facebook, LinkedIn,
and Twitter.

These outlets allow
recruiters to target
closely. This method is
very cost-effective, the
company only pays
when someone clicks on
the link.

www.kaiserpermanentejobs.org/


Connecting Employees

AMN Healthcare is
using Facebook, Twitter
and LinkedIn to connect
its employees and
brands.
“We engage in dialogue
through social media sites,
encourage two-way
conversations and respond
to online posts when
appropriate,”
- Carol Burke, Senior Director
of Marketing and
Communications for AMN

http://www.facebook.com/#!/NurseConnect


Digital Health Records

Microsoft HealthVault is a
platform from Microsoft to
store and maintain health
and fitness information
digitally, the website is
accessible at and
addresses both and
individuals and healthcare
professionals

Microsoft uses social media
to inform Health Vault users
ways get the most from the
product “New home blood
pressure study created for
#diabetics - patients
www.microsofthealthvault.com
uploading readings into
#Microsoft #HealthVault
http://bit.ly/dGIBOM”
http://twitter.com/HealthVault


Social Media for Corporate Communications

 Pfizer was one of the
first companies in a
regulated industry to
establish a Slideshare
channel.
• Launched in July 2010,
the channel provides
investor and corporate
presentations,
documents and videos
in a custom-branded
space.

http://www.slideshare.net/Pfizer


Condition Related Campaigns

Genzyme
“KneeToKnow”
Facebook Campaign
based on knee
osteoarthritis

Internationally
focused on
consumers in India,
Singapore, Malaysia
and Philippines.

http://www.facebook.com/KneeToKnow


Condition Related Campaigns

In 2009 (Red) a worldwide campaign was launched to help spread awareness
and raise money for the AIDS epidemic growing in Africa.

Facebook and Twitter launched interactive profiles an streams in support of
this campaign.

Partner companies Starbucks, Apple and Nike who have designed special
products that contribute to funding the campaign.

http://www.joinred.com/red/ www.twitter.com/#!/joinred www.facebook.com/joinred


Mobile Content, Tools and Engagement

Text4baby is a free mobile
information service designed to
promote maternal and child
health.

Care4lifeSM is a personalized
interactive mobile health service
designed to help diabetics
manage their condition by
leveraging the ubiquity of mobile
phones to educate, interact, and
engage the patient.

http://www.text4baby.org/

http://www.voxiva.com/solutions/health_engagement/diabetes.html


Social Media for Crisis Management

Tylenol Recall:

Johnson & Johnson
leveraged social media in a
Crisis Management situation
to create awareness about
the Tylenol recall using social
media outlets

• Got information out quickly

• Keeps public up-to-date

• Allows for dialogue
between company and
consumer

http://jnjbtw.com/2010/01/mcneil-recall/ http://www.facebook.com/group.php?gid=124240290919932


Using Video to Engage

Johnson & Johnson Health
Channel on YouTube

• Interactive with Consumers

• Close to 100 Human Interest
Videos

• Engaging, Innovated,
Maintained and Liked

http://www.youtube.com/user/JNJhealth


Making Healthcare fun
Bayer Didget: A blood glucose testing product for kids. Connecting to
Nintendo DS and rewarding users for building consistent blood glucose testing
habits and meeting targets

“

“The Didget meter is a revolutionary development in healthcare management. Up until now,
blood glucose monitors have been created with adults in mind.”
Head of Bayer Medical Care, Sandra Peterson
http://www.bayerdidget.com/Home


Patient experiences

AstraZeneca My
Asthma Story

Focused on the drug
Symbicort ,
AstraZeneca “My
Asthma Story” via
vlog and YouTube
focusing on viewers
stories and challenges
of battling Asthma

www.youtube/myasthmastory


Country Based Social Media Channels

Pfizer Country Based
Social Media
Channels

Language Specific
Twitter

@Pfizer_News
@PfizerMexico
@Pfizer_Dairy
@PfizerTurkiye
@Pfizer_Spain

More focused and
centralized for
consumer satisfaction


Weight Loss Focused Social Media
Channels
Alli is an FDA
approved weight loss
system using social
media to provide
support and help to
motivate users to
accomplish their
health and weight loss
goals.

Quick and direct
responses between
users and company
supply tips, tricks and
useful information via
online forums like
Facebook, Twitter and
YouTube.
www.myalli.com


Wellness as a basis for engagement

Healthymagination is
a GE Healthcare
Campaign created
to promote healthy
eating and lifestyles
among adolesences
and families

www.twitter.com/gehealthy www.facebook.com/healthymagination


Engaging around charitable causes

Siemens Healthcare
CaringHands Campaign
raised more than $960,000
for organizations like the
United Way, the American
Cancer Society, the
American Heart Association,
the Leukemia and
Lymphoma Society, Water
for People, and other
employee-designated
charitable organizations
across the country.

www.facebook.com/SiemensCaringHands


Education though Video

University of
Maryland Medical
Center YouTube
Channel

• Video responses to
common injuries
• Explains injuries
• How to fix/heal
injuries

http://www.youtube.com/watch?v=gLAnQcVTAek


Real-time Education

- Ed Bennett: Hospital and Social Media Presentation


Health Associations are Setting the Bar for
Social Media Engagement

http://www.facebook.com/susangkomenforthecure
http://twitter.com/#!/komenforthecure

http://apps.facebook.com/causes/beneficiaries/525/info www.shopkomen.com


Co-Marketing with Health Associations

Macys and the American Heart
Associated have teamed up for a
viral online campaign raising over
$24 million and counting…

www.macys.com/gored/


State Health Departments Use Social Media
to Spread Awareness

New York City developed a Twitter account @nycHealthy to update citizens
about health developments

Alabama Department of Public Health uses Facebook

Massachusetts created an interactive blog to help users find information
about health concerns

www. twitter.com/nychealthy http://www.facebook.com/alabamapublichealth http://publichealth.blog.state.ma.us/


Healthcare Product Companies Partner with
Consumer Companies
Polar (Heart Rate Monitors)
partners with consumer
companies, like Nike, Adidas and
iPhone applications, like Digifit to
engage with users. Enabling
consumers to share progress and
success via social networks.

www.twitter.com/digifit www.twitter.com/chrispolarUSA


Crimson Consulting Healthcare Marketing

Crimson is experienced in helping Healthcare brands leverage the
power of marketing. Our services include:

Marketing Strategy
•Brand Architecture/Portfolio Management
•Value Proposition Development
•Product Positioning
•Product Marketing Effectiveness

Social Media Marketing
•Listening and Conversational Analysis
•Consumer Receptivity/Needs
•Marketing/Campaign Strategy
•Social Media Roadmap
•Governance and Policies
•Campaign Design/Implementation
•Engagement and Management Solutions
•Metrics and Reporting


Questions?

Crimson Consulting Karen O’Brien, Managing Director
4970 El Camino Real, Los Altos, CA 94022 650.429.0340
650.960.3600 kobrien@crimson-consulting.com
www.crimson-consulting.com
Jim Lightsey, Managing Director
650.429.0366
jlightsey@crimson-consulting.com

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Leading Healthcare Brands Using Social Media

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