1. Social Media & Healthcare
Current status
&
How can we leverage it?
Observe ȸ Naresh Narendran

2. How Social Media used in Healthcare Industry?
Blogs – DiabetesMine, HealthMatter, WebMD
Microblogs – LiveStrong, Stupid Cancer
Social Networking – Patients Like Me
Podcast – Mayo Clinic, John Hopkins Medical
Social Sharing – YouTube, Flickr
Forums – Revolution Health Group
Observe ȸ Naresh Narendran

3. Lets looks at the constituents
Pharma
Physicians
Companies
Research Medical Research
Patients Institutions Labs
Specialist Professionals
Nurse
Practitioners & Hospitals
Assistants
Observe ȸ Naresh Narendran

4. Lets look at how Physicians use Social Media
Physician only Social Networking
e.g. Sermo, Ozmosis, SocialMD
Customer Service Portals of Pharma companies
e.g. Merck Services, Pfizer Pro, Novo Medlink
Medical Journals & Ongoing Education
e.g. Free Medical Journals, PubMed
Widgets and mobile apps
e.g. Videos of Surgical techniques, Q&A style mobile apps
Blogging Physicians Humanizing the Industry
e.g. KevinMD
Observe ȸ Naresh Narendran

5. How hospitals are Using Social Media?
Customer Service - Another contact Recruitment - LinkedIn, Facebook and
point for customers other tools are used to recruit Clinical and
Administrative staff
Community Outreach - The people in the
physical community are on these sites Brand Monitoring - People are talking
about us - What are they saying?
Education - A natural extension to
efforts of reach & teach Service Recovery - Step in to offer solutions
/ change attitudes
Public Relations - The media is there
looking for stories & sources
Crisis Communications - Take control of
the message, and keep community
updated in real-time
Observe ȸ Naresh Narendran

6. NJ has some big name hospitals, what are they doing in
Social Media? Lets see some top players
Hackensack University Medical Center
Website Facebook Twitter
YouTube LinkedIn
Observe ȸ Naresh Narendran

7. Some more players…
Cooper University Medical Center
Website Facebook Twitter
YouTube LinkedIn
Observe ȸ Naresh Narendran

8. How about one of our client…
Valley Health System
Website Facebook Twitter
YouTube LinkedIn
Observe ȸ Naresh Narendran

9. But does playing less or not playing the social media game
hurt Valley Health? Here is some proof…
Lets Compare
Valley Health
and Cooper
University site
traffic…
Observe ȸ Naresh Narendran

10. And Valley Health is not an exception but the norm. So how
can we leverage this situation?
By helping hospitals build a
unique social media case study
and then execute it effectively…
So how do we go about
building that case study???
Observe ȸ Naresh Narendran

11. Think of it as sections of a bridge… 4 parts…
Where you are Your Expertise Current Communities Where you are going?
Patient Base Field of medicine Ailment and Goals
or care Geography
Are they in social More new patients?
networks? Aligned with the Aligned with your
Greater tracking &
business objectives expertise
Will this improve outcomes?
communication?
Observe ȸ Naresh Narendran

12. Once we have identified the 4 parts then we do 3 steps…
Search for communities where the
patients base thrive…
Search for searched keywords
by the patient base…
Quantify the potential online geographic
market size using the patient base’s
community i.e. Facebook
Observe ȸ Naresh Narendran

13. Identify resources that is going to initiate the dialogue…
Pharma and medical
Physicians and device companies
medical staff
Patients, Parents &
Family Members
Observe ȸ Naresh Narendran

14. Consider Format & Conditions…
Long form, on-going dialogue, thought piece
> Blog, podcast, Slideshare
Visual and / or emotional connection
> Video, perhaps YouTube channel of success stories
Information in real-time or during specific times
> Twitter or Microblogs
Group objectives, Ailment communities
> Facebook, forums, Ning
Observe ȸ Naresh Narendran

15. Execute Efficiently and
monitor and adapt
continuously… Observe ȸ Naresh Narendran

16. Questions
&
Next Steps
Observe ȸ Naresh Narendran

17. Reference:
Found in Cache by Ed Bennett - http://ebennett.org/
How Doctors Are Using Social Media http://bit.ly/bCIRhu
Observe ȸ Naresh Narendran