Learn more about the social media ecosystem surrounding healthcare, with perspectives on companies, physicians, employees and patients. This presentation was given to a graduate class in the University of St. Thomas Health Care Communications Masters Program, June 2016.

1. Health Care and Social Media
Missy (Berggren) Voronyak
Group Director, Social Media & Engagement
June 2016
Health Care Communication Masters Program
Reputation Management Class; University of St. Thomas

2. @missyvoronyak
BLOGGER & SOCIAL MEDIA ADDICT
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3. @missyvoronyak
MISSY VORONYAK
GROUP DIRECTOR
Missy Voronyak has 17+ years of healthcare and nonprofit marketing and communications experience,
including social media, branding, digital, advertising, executive communications and more. Since joining WCG
in 2013, Missy has worked with medical device and pharmaceutical companies, in addition to cutting her teeth
on consumer goods companies.
Missy is also a blogger (marketingmama.com) where she covers a variety of parenting and health topics in her
free time. She is the director of strategic planning for the Social Media Breakfast of Minneapolis/St. Paul and
the founder of the MN Blogger Conference (est. 2010).
Missy has been recognized as a “Top Ten Titan in Social Media” in the Twin Cities and one of 11 “Top Tweeps
in the Twin Cities” by KARE11, MN Hospital Association Community Benefit awards, Telly Award finalist,
Healthcare advertising awards and more. Missy received her degree in public relations and mass
communications from Drake University.
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4. @missyvoronyak
HEALTH CARE SOCIAL MEDIA ECOSYSTEM
Health Care
Professionals
PatientsCompanies &
Organizations
Employees
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Not included: Industry, media

5. @missyvoronyak
THE MEDIA ECOSYSTEM = PESO
Sponsorships
Display Advertising
Paid Social Media
Content Syndication (Outbrain)
Publicity
Influencer Marketing
Blogger Engagement
Media Relations
Corporate Websites
Blogs / Newsrooms
Mobile Experience
Webinars / Whitepapers
Social Media Engagement
Content Execution
User Generated Content
PAID
MEDIA
EARNED
MEDIA
SHARED
MEDIA
OWNED
MEDIA
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6. @missyvoronyak
Size • Over 1B
unique users
per month
• More than 81B
videos
• Over 1.9 billion
active users
• Over 874 million
mobile app users
• 500M users • Over 400 million
members
• 50% of visits via
mobile
Engaged • 2nd most
popular
“search
engine”
• Over 50% of
users log
in daily
• 58% of
Americans on
Facebook
• Average of
500M daily
tweets
• Average 15M
daily profile
views on mobile
Note: Global Data, Self-reported stats by each company in 2016
DOMINATED BY THE BIG FOUR
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7. @missyvoronyak
COMPANIES & ORGANIZATIONS
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8. WHAT SOCIAL MEDIA IS AND ISN’T
Social Media IS NOT An
Assortment of Tools & Sites
Social Media IS How People
Communicate Today
Courtesy of Greg Matthews, MDigital Life, part of WCG
@missyvoronyak8
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9. @missyvoronyak
WHY SHOULD HEALTH CARE COMPANIES
& ORGANIZATIONS ENGAGE ONLINE?
Brand awareness
Engagement & customer advocacy
PR opportunities
Customer service
Reputation management
Thought leadership
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10. @missyvoronyak
EXAMPLES
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11. @missyvoronyak
MAYO CLINIC LEADING THE WAY
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12. @missyvoronyak
REPUTATION MANAGEMENT
Customer Complaints Crisis Communications
Social Media
Mistakes
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13. SAMPLE SOCIAL MEDIA PROCESS
@missyvoronyak
research strategy
policy
development
content
assessment
content
development
approvalspublish
employee
comms
monitor engage measure
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14. @missyvoronyak
SAMPLE CONTENT CATEGORIES
25%
25%
10%
15%
10%
10%
5%
Brand Specific Thought leadership
UGC & Media Mentions Lifestyle Content
Industry news & information Company news
Real-time & Event based
Create content
calendars with the
correct balance of
content across all
categories each
month
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15. SAMPLE CONTENT CALENDAR
A master content calendar ensures all posts across all channels align with strategic objectives
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16. SAMPLE DECISION TREE
Yes
INFORMED
Is it a factual, well-informed post that
mentions the company/brand (regardless
of whether it’s aligned with our POV), free
from any negative tone?
LET STAND
If so misaligned
that engagement
wouldn’t be of
benefit, do not
respond.
If negative, revert
to TRMD
workflow.
SHARE
If aligned with company/brand POV, proactively
share the post to extend its reach and/or
cultivate a relationship with the poster.
Consider following (even if misaligned) and/or
favoriting/liking.
ADVOCATE
Is it a compliment, positive share
about the org/product/ brand, or an
identified or potential advocate or
influencer?
INQUIRER
Is it someone expressing a need, inquiring about the org/product,
or asking a question that can be reasonably addressed?
RESOURCE
Determine who is needed to address the inquiry and route
through approvals. Send alert per Escalation Process.
INFORM
Respond with an answer to the
inquiry or redirect to private
channel if needed.
CLOSE
Close the public feedback loop to
inform broadly.
TROLL (T)
Is it clear this account is dedicated to
attacking others?
No
RAGER (R)
Is it clear this post is a rant, rage, joke or
satire?
MISGUIDED (M)
Does this include/promote erroneous
information?
DISGRUNTLED (D)
Is this the result of a negative
experience?
LET STAND
Engaging would likely be of no benefit. Do not
respond.
Send alert per Escalation Process.
CORRECT
Respond with
factual
information to
correct any
errors, citing
sources. Send
alert per
Escalation
Process.
REPAIR
Take online/offline steps
to repair the situation.
Send alert per Escalation
Process.
MONITOR ONLY
Do not respond; monitor
for any other relevant
mention(s). Send alert per
Escalation Process.
CLOSE
Upon resolution, close the
public feedback loop to alert
the community.
SOCIAL POST
Monitoring discovers a mention. Is it positive or balanced?
YES YES
YESYES
NO
YES
YES
YES
NO
NO
NO
NO
YES
Yes
Yes
Yes
Yes
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17. Privacy
• Don’t solicit
patient health
information
• Acknowledge
inquiries about
health, move
offline/direct to
HCP
• Never post
pictures of
patients without a
signed release
Device, drugs &
clinical trials
• Promotional rules
apply re: dates
• Claims = state
that the product
alters the
physiology or
function of any
part of the human
body
• Important safety
information (ISI)
must accompany
claims
Endorsements
• Any paid or
sponsored
endorsement
must be
disclosed
• Includes big &
small celebrities,
physicians,
bloggers,
employees
• Applies to social
posts, online
reviews
REGULATED MEDIA
FTC
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18. @missyvoronyak
OTHER CONSIDERATIONS
• Requires minimum .5 FTE for small businesses
• Leadership support and engagement critical
• No cost to create social channels, but budget required:
– Asset development (graphics, photos)
– Paid advertising (promote account, specific posts)
– Staff, freelancer or agency support
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19. @missyvoronyak
HEALTH CARE PROFESSIONALS
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20. @missyvoronyak
WHY SHOULD HCPS ENGAGE ONLINE?
Educate others on their specialty
Connect with peers globally
Stay on top of medical news and trends
Promote their practice/company
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21. @missyvoronyak
PHYSICIANS ON SOCIAL
• Twitter
• YouTube
• Periscope
• Snapchat
• Blogs
• Podcasts
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22. 61% of physicians consult social media weekly
for medical information
There is a new KOL emerging. Physicians are no
longer just prescribers. They are the media.
The 1st and only database in the world to map physicians’ digital
footprint to their national physician registry
The
MDigitalLife
dataset
Understanding, Engaging and Activating physicians in the digital age
Connects online and offline behavior
such as referral patterns, prescribing
history & Medicare billing
650,000
digital footprints mapped as of June
2016
Debuted at the Mayo Clinic in
October 2012

23.  The MDigitalLife Online
Global Health Ecosystem
captures all key influencers
involved in each therapeutic
area conversation.
 Understand the networks,
relationships and patterns of
interaction between Doctors,
Providers, Patients and
other influencers within the
health ecosystem.
Doctors
Hospitals
Advocacy
Media
Patients
Industry
Therapeutic Area
Insights from online interaction between
doctors, patients and the health ecosystem.
ONLINE GLOBAL HEALTH ECOSYSTEM

24. @missyvoronyak
DOCTORS LEAD THE NEWS IN HEALTH
• A relatively unknown pediatrician,
Jamie Friedman, MD, in San Diego
tweeted the story 16 hours before
the department of health
announcement
• She was subsequently interviewed
by Liz Szabo of USA Today
@DrJaimeFriedman on Twitter
Blogs at drjaimefriedman.com
Example courtesy of Greg Matthews, MDigital Life, part of WCG
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25. @missyvoronyak
DOCTORS POLICE THE NEWS IN HEALTH
• When the Toronto Star ran a misleading
piece about the dangers of the HPV
vaccine, Dr. Jen Gunter led the charge to
refute it & was joined by hundreds more
doctors
• The Star first posted a disclaimer, then
changed the title, then retracted the post
altogether
@DrJenGunter on Twitter
Blogs at drjengunter.com
Example courtesy of Greg Matthews, MDigital Life, part of WCG
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26. @missyvoronyak
DOCTORS MAKING CHANGE IN HEALTH
• Concerned about epinephrine use and adverse
events seen in the ER, Julie Brown, MD at
Seattle Children’s Hospital used social media to
invite physicians and food allergy parents to
submit adverse event information
• Publishes anaphylaxis and epinephrine auto-
injector education videos and other content on
YouTube, Pinterest, Twitter and Facebook
• In part due to her work, the FDA updated
EpiPen instructions to prevent injuries
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@donteatmagents on Twitter,
YouTube and Pinterest

27. @missyvoronyak
FARRIS TIMIMI, MD, CARDIOLOGIST
Twitter: @FarrisTimimi
http://www.medscape.com/viewarticle/841381
Dr Timimi: “I would say don't lie, don't pry, don't
cheat, you can't delete, don't steal, and don't
reveal.”
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28. @missyvoronyak
PRIVATE PHYSICIAN NETWORKS
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29. @missyvoronyak
LEVERAGING PHYSICIAN VOICE
• HCP’s voice in social media content is gold
• Find out which of your HCPs are online. Encourage them to
share and leverage their content
Example courtesy of Greg Matthews, MDigital Life, part of WCG
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30. HCPS USE CAUTION ON SOCIAL MEDIA
• Health education vs. medical advice
• Emphasis on professionalism
• Don’t friend or follow patients
Courtesy of Greg Matthews, MDigital Life, part of WCG
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31. @missyvoronyak
PATIENTS
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32. @missyvoronyak
WHY ARE PATIENTS ONLINE?
Research doctors, medications & treatments
Find a community of people like themselves
Share personal experiences with drugs, doctors
Find and share the latest health/disease news
Statistic source: PEW Internet Survey 2013 http://www.pewinternet.org/fact-sheets/health-fact-sheet/
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33. PATIENT FORUMS
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34. @missyvoronyak
PATIENTS ON FACEBOOK & BLOGGER EXAMPLES
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35. @missyvoronyak
ENGAGING WITH PATIENTS ONLINE
• Give access to helpful health information
• Inform about new services/providers
• Invite to company/community events
• Share important messages (crisis, etc.)
• Empower and activate through compelling content
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36. @missyvoronyak
EMPLOYEES
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37. @missyvoronyak
WHY SHOULD EMPLOYEES ENGAGE ONLINE?
Connect with peers
Stay on top of medical news and trends
Demonstrate thought leadership (SME’s, Execs)
Promote their practice/your business (OPTIONAL)
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38. @missyvoronyak
PROTECTING YOUR BRAND
Solid policy in place
Provide training
Empower and encourage
Ambassador program
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39. @missyvoronyak
PATIENT AND EMPLOYEE ADVOCACY
Community Sharing Hub Employee Sharing Hub
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40. @missyvoronyak
THOUGHT LEADERSHIP PLAY
Leverage messaging and key
storylines to build thought
leadership on LinkedIn
Designated leaders assigned
to write POV posts on key
storylines for your business.
Corporate LinkedIn page
posts link to POV,
broadcasting to larger
following with paid
promotion to reach current
followers and target
audience
Followers (employees,
customers, etc.) & targets
like & share content;
amplifying message and
building brand authority.
Once approved, leaders publish
POV on their professional
LinkedIn profiles.
LinkedIn will send a notification to
all connections that they published
a new post.
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41. @missyvoronyak
SIMPLE SHARING SUGGESTIONS
Encourage employees to share messages by
emailing suggested post copy and images.
Twitter:
Excited @xxxxxxx is featured in Modern
Healthcare this month discussing health care
reform. [Link] #hcsm
Facebook & LinkedIn:
Excited to see Julie Smith, MD, featured in this
article on health care reform in Modern Healthcare.
[Link]
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42. @missyvoronyak
KEY TAKEAWAYS
Social media is critical to communications
Important to understand the ecosystem
Strategy and planning is key
Requires time and resources to be effective
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43. THANK YOU

44. @missyvoronyak
Missy Voronyak
@missyvoronyak
mvoronyak@w2ogroup.com
linkedin.com/in/missyvoronyak
CONTACT INFORMATION
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