SOCIAL MEDIA, INTERACTIVE DIGITAL HEALTH TECHNOLOGY AND ‘ENGAGED PATIENTS’: FAD OR SHIFT?

Gregg Masters, MPHPrincipal

Preferred Health VenturesAugust 18th, 2010

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About Gregg Masters aka ‘@2healthguru’• UC Berkeley (AB), and UCLA School of Public Health (MPH) • Founding Director, Preferred Health Network (PHN)• Regional Director, Managed Care, American Medical

International (AMI)• CEO of LifeCare Network of Orange County (Plexus Alliance)• Senior Associate Hospital Director, UCI Medical Center, and

Principal Organizer, UCI Clinical Practice Group• VP, Provider Contracting, Heritage Southwest Medical Group• VP, Payor and Provider Contracting, Texas Health Management

Services (THR)• Partner, Synergy Diagnostics, a mobile neurodiagnostics

company• Owner, Preferred Health Ventures, a marketing and

communications holding company for interactive digital health properties;

• ‘Highly Influential’ thought leader in digital health, and social media space (per TwitterGrader, Twinfluence, Topsy & Klout)

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• Market conditions are context1

• ‘Social Media 101’2

• Now what?3

Agenda

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May you live in ‘interesting times…’

Some strategic considerations for POHA partners to ponder:

• Community oncology is changing, but how (vehicles)? • Where is it going, and at what rate (timeline, window)? • As a relatively young integrated specialty medical

group can POHA adapt, if not lead or even model purposeful transformation?

• Can POHA embrace a particular set of values to ‘bridge’ the enterprise towards a preferred vision of community oncology’s future?

• Does POHA’s ‘culture’ support strategic risk taking?• Why even bother with these questions? Isn’t this just

about opening a Twitter account and ‘tweeting’?

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The evolution of ‘the web’• Web 1.0 (1991 - 2003) - one way ‘push’

broadcasting; static content; ‘nice website’

• Web 2.0 (2004 - present) - interactive engagement; network as platform; populate the cloud via relevant digital content; appropriately tagged by keyword, or ‘metadata’

• ‘Web 3.0’ (the future) - the semantic web (still poorly defined); though ‘smarter bots’, artificial intelligence filters; virtual or augmented reality

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So what’s all the ‘buzz’ about? Key metrics…A digital tsunami with exponential momentum?

• Over 50% of world population is < 30 years of age• 96% of millennials have joined a social network

• Years to reach 50 million users:• Radio 38• Television 13• Internet 4• iPod 3• FaceBook added over 200 million users < 1 year• iPod applications downloads hit 1 billion in 9 months

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Key metrics – cont’d?There are over 200,000,000 blogs

• 25% of search results for the world's top 20 largest brands are links to ‘user-generated’ content

• 34% of bloggers post opinions about products and brands• Do you like what they are saying? • Are you listening?

• Google: People care more how about their social graph ranks products and services than how Google ranks them...• 78% of consumers trust peer recommendations• only 14% trust advertisements

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Eight of the top 20 most visited sites in the U.S. are social media sites

1. Google 2. Facebook 3. Yahoo 4. YouTube 5. Wikipedia 6. Amazon 7. Craigslist 8. Ebay 9. Twitter 10. WindowsLive

11. Blogger 12. MSN13. MySpace 14. AOL 15. Go16. Bing 17. LinkedIn 18. CNN 19. Wordpress20. ESPN

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In March, 2010 Facebook passed Google as the most visited website in the U.S.

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Key message?

• Social media isn't a fad, it's a fundamental shift in the way we connect and communicate

• Successful companies in social media will act more like Dale Carnegie and less like ‘Mad Men’...

• listening first, selling (serving) second

• The ROI of social media is your business will still exist in 5 years

Source: Erik Qualman, Socialnomics

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Key market trends in digital health: 2010

• The emergence of the ‘e-Patient’

• Proliferation of online health video

• Mobile will impact healthcare decisions

• Communities matter

• ‘Physician immersion’ in the digital channel

Source: 5 Trends in Digital Healthcare 2010 ; Google Think Health

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The ‘web’ is critical to healthHealth matters...

• 61% American adults look online for health information

Content impacts dialogue and behavior...

• 53% say information found online lead them to ask a doctor new questions

‘Empowered’ patients...

• Today, > 80 million US adults use social media for health-related issues

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Are you visible on the ‘web’?…by relevant keywords?

• Organic?

• Paid or sponsored search?

• Note: The first entry on search engine results page (SERP) realizes 42% of all page clicks; rapid decline thereafter….

• Few continue to page two and beyond

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Emergence of the ‘e-patient’

def. …’are health consumers who use the Internet to gather information about a medical condition of particular interest to them, and who use electronic communication tools (including Web 2.0 tools) in coping with medical conditions.’

- Wikipedia

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Proliferation of online health video

Video is mainstream…

And the fastest growing medium in history!

• 77% of Americans online watched a video last month

• The average US viewer spends 500 minutes (8.3 hours) watching video online each month

• The duration of the average online video is 3.7 minutes

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Fastest growing video viewers

• 35 - 49 year olds

• 23% of YouTube’s Audience is 45+

Source: Nielsen “Three Screen Report,” 2009.Source: comScore Video Metrix, Dec 2009

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Consumers ‘value’ online health video

• Nearly 50% of consumers report that online health videos serve as a top resource when searching for medical conditions and prescription drug info

• 7 in 10 health consumers are interested in watching health-related video online

• Specifically, educational videos related to specific conditions (54%) and those featuring experts such as doctors (49%)

Source: Nielsen “Three Screen Report,” 2009Source: comScore Video Metrix, Dec 2009

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Health videos drive action

• 93% take action after viewing health information in video form

• 69% conducted further online research as a result of the health video they viewed

• 60% interact with their doctors (a both ‘good’ and ‘bad’ thing based on your presence and purpose on the web)

Question: Which of the following actions, if any, have you ever taken as a result of watching online health videos? Note: Watch Health Videos n=369. **Individuals were able to respond positively to more than one answer. This number does not reflect response overlap.Source: OTX and Google Custom Video Study, March 2008

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Communities matter!

Focus: know who you want to reach…

• Males aged 55+…

…use the internet an average of 67 times / month…are 43% more likely to track investments / trade stocks, bonds or mutual funds online…are 11% more likely to have visited wsj.com in the last 30 days

• Tap into existing communities

• Reach patients within their communities with display. Develop video strategy to connect with community

Source: MRI, 2008 Doublebase

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Physician immersion in ‘digital channel’

The Internet is a physician's 'go to' health resource

• 86% of physicians have used the Internet to gather health, medical, or prescription drug information

• The Internet far exceeds the following resources for gathering health, medical, or prescription drug information:

• Online CME courses 78%• Peer Reviews Journals 77%• Pharmaceutical sales representatives 77%• Colleagues 67%• Books 56%• Health-related organization/association 54%• Magazines 35%• Video/DVDs 20%

Base: Total Physicians n=458Source: Hall & Partners and Google Custom HCP Study, August 2009

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Physicians access the internet across locations

Places used to access the Internet for medical information

• 92% in office/clinical setting (21% in patient exam room)

• 88% at home

• 59% on a mobile device

Questions: In which of the following places do you access the internet to research medical or clinical information? You mentioned that you access the Internet in your office or clinical setting. Specifically, where do you do so? Do you use a mobile device (e.g. cell phone, PDA, Blackberry) to access clinical information? Base: Total Physicians n=411Source: Hall & Partners and Google Custom HCP Study, August 2009

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Physicians start with search

• 29% website

• 71% search engine

Note: ‘Where search starts’ includes what the 1st step was that respondents took when executing the task. ‘Total search engine use overall’ includes the use of search engines overall, across scenarios and searches Base: Total Physicians n=411, Physicians who use a search engine n=294

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One ‘vision’ for Medicine

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POHA’s ‘digital footprint’

• Twitter @pacificoncology• FaceBook ‘fan’ aka ‘like page’• BlogTalkRadio.com/pacificoncology *• YouTube.com/pacificoncology *• WordPress:

pacificoncology.wordpress.com/*• Ning: integrativeoncology.ning.com *• FriendFeed: friendfeed.com/pacificoncology

* Platforms ‘waiting’ for original digital content

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Discussion• Your likes?

• Dis-likes?

• Or key ‘take-aways’ from this social media tutorial?