Physicians - The Missing Link in Hospital and Health System Marketing
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Transcript of Physicians - The Missing Link in Hospital and Health System Marketing
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Physicians - the missing link …
… in the evolution of hospital marketing Greg Matthews @chimoose
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Why do people pick certain hospitals?
…decisions
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Contents are proprietary and confidential.
DAMN IT, JIM!
I ASKED FOR AN iPAD!
We’ve known for years that the internet was doctors’ #1 source of medical information1
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61% of physicians
consult social media weekly for medical information2
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Physicians are the missing link
In the evolution of hospital marketing
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Understanding, Engaging and Activating physicians in the digital age
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
Connects online and offline behavior such as referral patterns, prescribing
history & Medicare billing
479,395 physician digital footprints
mapped as of August 6, 2014
Debuted at the Mayo Clinic in October 2012
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MDigitalLife Doctors
500+
100+
10+
1-9
50+
300+
bit.ly/mdlpw514
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8
What’s actually happening today?
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Contents are proprietary and confidential.
Average followers for a hospital twitter account
2,974
46.5 K 29.6 K 4,037
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Contents are proprietary and confidential.
Average followers - Texas hospital twitter accounts
7
12
13
15
9
3
0
2
4
6
8
10
12
14
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<100 100 - 329 330 - 999 1,000 - 2,999 3,000 - 9,999 >10,000
2,395 46% have over 1,000 followers
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Contents are proprietary and confidential.
Average tweeting doctors affiliated with a hospital
10.9
156 75 37
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Contents are proprietary and confidential.
Average tweeting affiliated with Texas hospitals
0
20
40
60
80
100
120
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160
180
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59
average = 13
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Contents are proprietary and confidential.
Percentage of tweeting doctors affiliated with a hospital
1.34%
5.4% 3.2 % 2.9 %
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Lets look at the numbers
The average hospital follows how many of their doctors who are on twitter?
average = 4
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9 %
Lets look at the numbers
The average hospital follows what percent of their doctors who are on twitter?
.92 %
5.4% 2.7 % 13 %
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Lets look at the numbers
On average, how many times has a hospital @mentioned one of it’s doctors on twitter?
average = 6
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369
Lets look at the numbers
On average, how many times has a hospital @mentioned one of it’s doctors on twitter?
6.24
5.4% 56 1,655
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Lets look at the numbers
On average, how many times have doctors @mentioned their hospital on twitter?
average = 11
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166
Lets look at the numbers
On average, how many times have doctors @mentioned their hospital on twitter?
11.3
5.4% 15 1,829
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Contents are proprietary and confidential.
Larger hospitals & systems connect more with docs
• The largest quartile of providers have the highest rate of tweeting docs
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Contents are proprietary and confidential.
Larger hospitals & systems connect more with docs
• The largest quartile of providers have the highest rate of tweeting docs
• Their doctors are more likely to follow their accounts & to mention their affiliation in their twitter bios
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Contents are proprietary and confidential.
Larger hospitals & systems connect more with docs
• The largest quartile of providers have the highest rate of tweeting docs
• Their doctors are more likely to follow their accounts & to mention their affiliation in their twitter bios
• They’re also 2x as likely to follow and mention their docs as smaller providers
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[YAWN]
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[YAWN] But let’s dissect that –
And look more deeply at the largest organizations.
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Contents are proprietary and confidential.
Hospitals that mention their docs have more followers
• Among the 100 largest organizations: • The 10 that mentioned a bigger percentage of their doctors had
151% More followers than their peers (8,075 to 5,358)
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Contents are proprietary and confidential.
Hospitals that follow their docs have more followers
• Among the 100 largest organizations: • The 10 that followed a bigger percentage of their doctors had
178% More followers than their peers (8,550 to 4,792)
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Contents are proprietary and confidential.
Hospitals with more tweeting docs have more followers
• Among the 100 largest organizations: • The 10 that with the highest percentage of doctors on twitter had
240% More followers than their peers (11,839 to 4,931)
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Contents are proprietary and confidential.
• Rhode Island Hospital is #1 in mentioning its docs (33%)
But it’s about engagement too …
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Contents are proprietary and confidential.
• Rhode Island Hospital is #1 in mentioning its docs (33%)
But it’s about engagement too …
… and gets 2x more engagement than
Which doesn’t mention its doctors at all.
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Contents are proprietary and confidential.
Seattle Children’s gets 3 ½ RTs for each of its tweets.
Leading with the physician’s voice pays
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Contents are proprietary and confidential.
Seattle Children’s gets 3 ½ RTs for each of its tweets. But when it @mentions Wendy Sue Swanson (@SeattleMamaDoc),
Leading with the physician’s voice pays
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Contents are proprietary and confidential.
Seattle Children’s gets 3 ½ RTs for each of its tweets. But when it @mentions Wendy Sue Swanson (@SeattleMamaDoc),
Its RT rate is 25% higher.
Leading with the physician’s voice pays
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Contents are proprietary and confidential.
• Every HCP at Swedish has recorded an introductory video
• More than 100 blog on their platform
• They provide “almost all” of the content shared by MarComm at Swedish
You can even be their platform
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Contents are proprietary and confidential.
Are mentioned 19x more often by their doctors.
Hospitals who’ve mentioned at least 1 of their docs …
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Contents are proprietary and confidential.
Hospitals who’ve mentioned at least 1 of their docs …
Are mentioned 19x more often by their doctors.
Except in
Where they’re mentioned 27x more often.
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Contents are proprietary and confidential.
OH NO!
MY CMO JUST FOLLOWED ME ON TWITTER!
MAKING THE TRENDS WORK FOR YOU
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Contents are proprietary and confidential.
Activating your physicians
GUIDELINES
FIND
SUBSCRIBE MONITOR
PROMOTE
ASK TO SHARE
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Set guidelines
• Be transparent • Provide resources
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Contents are proprietary and confidential.
Activating your physicians
GUIDELINES
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Find your doctors • Search online • Ask
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Contents are proprietary and confidential.
Activating your physicians
GUIDELINES
FIND
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Subscribe to their content
• Follow on twitter • Subscribe to blogs/YouTube
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Contents are proprietary and confidential.
Activating your physicians
GUIDELINES
FIND
SUBSCRIBE
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Monitor and coach
• Learn how they operate
• Guide and coach as necessary
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Contents are proprietary and confidential.
Activating your physicians
GUIDELINES
FIND
SUBSCRIBE MONITOR
![Page 46: Physicians - The Missing Link in Hospital and Health System Marketing](https://reader033.fdocuments.net/reader033/viewer/2022060108/5550ac93b4c905fa618b458d/html5/thumbnails/46.jpg)
Promote their content
• Share their blog posts and videos
• Retweet them
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Contents are proprietary and confidential.
Activating your physicians
GUIDELINES
FIND
SUBSCRIBE MONITOR
PROMOTE
![Page 48: Physicians - The Missing Link in Hospital and Health System Marketing](https://reader033.fdocuments.net/reader033/viewer/2022060108/5550ac93b4c905fa618b458d/html5/thumbnails/48.jpg)
Ask them to share your content
Don’t be shy Say please!
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Contents are proprietary and confidential.
Activating your physicians
GUIDELINES
FIND
SUBSCRIBE MONITOR
PROMOTE
ASK TO SHARE
![Page 50: Physicians - The Missing Link in Hospital and Health System Marketing](https://reader033.fdocuments.net/reader033/viewer/2022060108/5550ac93b4c905fa618b458d/html5/thumbnails/50.jpg)
Greg Matthews @chimoose
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Contents are proprietary and confidential.
1 Understanding the Factors That Influence the Adoption and Meaningful Use of Social Media by Physicians to Share Medical Information. Journal of Medical Internet Research, Vol 14 No 5. September 24, 2012 2 What Health Info Do Consumers Seek Online?. eMarketer, February 28, 2013
References: