Staying Relevant: Social Media in the Age of Consumer-Driven Healthcare
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Transcript of Staying Relevant: Social Media in the Age of Consumer-Driven Healthcare
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Staying Relevant
Social Media in the Age of Consumer-Driven Healthcare
Kevin Popović, B.S., M.A.
Founder / Communications Director, Ideahaus
Author, “Satellite Marketing: Using Social Media to Sell”
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Consumer-Driven Healthcare© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Interactions with Healthcare
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Interactions with Healthcare
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
![Page 5: Staying Relevant: Social Media in the Age of Consumer-Driven Healthcare](https://reader033.fdocuments.net/reader033/viewer/2022052602/559c92101a28ab485b8b4769/html5/thumbnails/5.jpg)
Interactions with Healthcare
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
![Page 6: Staying Relevant: Social Media in the Age of Consumer-Driven Healthcare](https://reader033.fdocuments.net/reader033/viewer/2022052602/559c92101a28ab485b8b4769/html5/thumbnails/6.jpg)
Interactions with Healthcare
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
![Page 7: Staying Relevant: Social Media in the Age of Consumer-Driven Healthcare](https://reader033.fdocuments.net/reader033/viewer/2022052602/559c92101a28ab485b8b4769/html5/thumbnails/7.jpg)
Interactions with Healthcare
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
![Page 8: Staying Relevant: Social Media in the Age of Consumer-Driven Healthcare](https://reader033.fdocuments.net/reader033/viewer/2022052602/559c92101a28ab485b8b4769/html5/thumbnails/8.jpg)
Interactions with Healthcare
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
![Page 9: Staying Relevant: Social Media in the Age of Consumer-Driven Healthcare](https://reader033.fdocuments.net/reader033/viewer/2022052602/559c92101a28ab485b8b4769/html5/thumbnails/9.jpg)
Interactions with Healthcare
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
![Page 10: Staying Relevant: Social Media in the Age of Consumer-Driven Healthcare](https://reader033.fdocuments.net/reader033/viewer/2022052602/559c92101a28ab485b8b4769/html5/thumbnails/10.jpg)
Interactions with Healthcare
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
![Page 11: Staying Relevant: Social Media in the Age of Consumer-Driven Healthcare](https://reader033.fdocuments.net/reader033/viewer/2022052602/559c92101a28ab485b8b4769/html5/thumbnails/11.jpg)
Interactions with Healthcare
• Doctors are more “human”
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Interactions with Healthcare
• Facilities have “personalities”
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Interactions with Healthcare
• Patients aware of human frailties, administrative challenges, issues, etc.
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Interactions with Healthcare
• Expectations have changed• Patients have more control• Patients have access to more info
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Interactions with Healthcare
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Interactions with Healthcare
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Interactions with Healthcare
• People have choices• Smart companies communicate to all
stakeholders in their format of choice.
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Changing Strategies
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
• Push strategies are failing• Pull strategies are working
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Changing Strategies
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Changing Strategies
• Leverage Patient Behavior and Consumer Insights to Develop Personalized Media Messaging
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Changing Strategies
New territory has risks.
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Changing Strategies
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Changing Strategies
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Changing Strategies
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Changing Strategies
Being innovative
has rewards.
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Changing Strategies
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Changing Strategies
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Changing Strategies
• Closed-loop Marketing
• Full use of data• Free flow of info
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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All new relationships…
Start with as conversationof one type or another.
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Start the conversation...
where they already are, on their own terms.
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Social Media: Patients
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Social Media: Doctors
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Social Media: Hospitals
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Social Media: Hospitals
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Social Media: Hospitals
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Social Media: Hospitals
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Social Media: Hospitals
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Social Media: Hospitals
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Satellite Marketing
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Traditional Media
• Less Effective• Expensive• Slow
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Social Media
• Effective• Inexpensive• Immediate
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Listen: Hypertension
• Listening, not eavesdropping• Learned lessons from focus groups• Different than asking questions• Listen for keywords, phrases, brands• Know what you’re listening for
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Listen: Hypertension
• How do patients feel when they are first diagnosed with hypertension?
• What information do they need?• What kind of solutions are hypertensive
patients looking for?• What are the barriers to patients staying
adherent to their hypertension prescription medication?
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Listen: Hypertension
• Symptoms• Causes• Treatments, Medications, Remedy,
Cure• Treatments, General, Alternatives
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Listen: Hypertension
• Cardiology-specific• General Medicine• Demographics / Business
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Listen: Hypertension
• Treatment styles• Barriers to adherence• Information seeking
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Listen: Google Search
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Listen: Google Alerts
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Listen: Google Trends
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Listen: Tweet Deck
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Listen: Technorati
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Listen: Boardtracker
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Listen: Blog Pulse
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Listen: Keotag
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Listen: Seeking Alpha
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Listen: Yahoo Upcoming
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Listen: Compete
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Social Implications
• Social culture expects transparency• Business culture expects security
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Develop a plan…
including a schedule, roles,and responsibilities.
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Secure online identities…
before your competitor oryour audience does.
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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Know your audience…
to speak to your audiencein a personalized message.
© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com
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© Kevin Popovic. All rights reserved. Learn more at http://www.ideahaus.com