A majority of e-patients access user-generated health information but few are actively writing or creating new health content:

This is a great opportunity for us, as healthcare marketers to lead patients and provide quality health information …

*  only 6% of e-patients have tagged or categorized online content about health or medical issues.
* only 6% of e-patients report that they have posted comments, queries, or information about health or medical matters in an online discussion, listserv or other online group forum.
* only 5% of e-patients say they have posted comments about health on a blog.
* only 5% of e-patients have posted a review online of a doctor.
* only 4% of e-patients have posted a review online of a hospital.
* only 4% have shared photos, videos or audio files online about health or medical issues.

Data extracted from Pew Internet and Life Project Report

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Traditional roles still in play for most Americans when dealing with a health issue

American adults continue to turn to traditional sources of health information, even as many of them deepen their engagement with the online world according to 2010 Pew Internet & Life Project Report.

When asked, “Now thinking about all the sources you turn to when you need information or assistance in dealing with health or medical issues, please tell me if you use any of the following sources…”
* 86% of all adults ask a doctor.
* 68% of all adults ask a friend or family member.
* 57% of all adults use the internet.
* 54% use books or other printed reference material.
* 33% contact their insurance provider.

Review of US healthcare consumer landscape

60% of e-patients engage with social media

Review of our emerging e-patient landscape ::

• 61% of total population – 83% of online population
• 64% of women; 57% of men
• 65% of whites; 51% blacks; 44% Hispanics
• 72% of 18-29-year-olds
• 71% of 30-49-year-olds
• 59% of 50-64-year-olds
• 27% of those 65 and older are e-patients

Emerging e-patient activities ::

• 47% of adults have used the internet  to get information about doctors or other health professionals
• 41% have read someone else’s commentary or experience about health or medical issues on an online news group or blog
• 38% have gotten information about hospitals
• 33% have gotten information about how to lose or control their weight
• 27% have gotten information about health insurance
• 24% have consulted rankings or reviews online of hospitals
• 12% have gotten information about how to stay healthy on an overseas trip
• 24% have consulted rankings or reviews of doctors
• 19% have signed up to receive updates about health or medical issues
• 13% have listened to a podcast about health or medical issues
• 5% have reviewed a doctor
• 4% have reviewed a hospital

* Data is extracted from the Pew Internet and Life Project Report

Bi’ curamach, and remember what we are!

Today’s marketing sits in an entirely different sector of blog posts, tweets & status updates. We are now “content marketers”

Content marketing is the idea of distributing relevant and beneficial content to engage potential patients and provide them with something of value. Yes, you read that correctly! Nowhere does it say anything about pitching your services or promoting your hospital. Instead, content marketing focuses on delivering information and services that inform your target markets and enables them to become more intelligent buyers.

5 twitter tips for hospital marketers

[1] HIPPA compliance :: Dont mention information which can identify patients. Dont write anything where a patient could identify themselves.

[2] Share information :: If you find a good article share it! ReTweet blogs or relevant information. Respond and acknowledge mentions … you have earned them!

[3] Think easy & simple :: Try not to use medical jargon. Patients dont always understand. Dont use a big complicated word when a shorter and simpler one will do. If you need to clarify a complex procedure link to your blog or healthcare website.

[4] Know your patient base :: Determine who your follower will be before you start your blog or website. Aim your posts or articles to align to what they would like to hear. Your twitter account may rank high in search engine results so you want to ensure your messages are appropriate and relevant.

[5] Be engaging :: Work with the superstars in your hospital, your doctors, nurses, researchers, to get more evidence based positive health messages out. Follow, retweet posts and engage them in conversations by replying to their posts.

Social media is competitive so follow the tips above to stay on your game and in front of your patient base. If you dont already have one, create your Twitter account and follow @nicolaziady for updates, tips and health related news.

Knowledge to Action Science Clips Top Ten

Each week, to enhance awareness of emerging scientific knowledge, selected science clips will be posted here for the public health community. The focus is applied public health research and prevention science that has the capacity to improve health now.

Knowledge to Action Science Clips.
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Doctors and Twitter Podcast

Listen to interviews with 2 physicians discussing how & why they use Twitter

– plus some advise on how to do it safely

Listen to the full podcast “Doctors & Twitter“

NPR “take” on hospital marketing

I came upon this report from NPR regarding our industry and work. My first reaction tended to be defensive but after some consideration and unemotional analysis I reconsidered. Take a few minutes and see for yourself …

Click here to listen to the full podcast Hospital attracts patients with Doctor “speed dating”

Let me know your thoughts … what do you think of this report?

“sharing” :: the new ROI metric in social media?

I discussed a case study on Mederma this week at the 2nd Annual Healthcare New Media Marketing Conference in Chicago.

I choose this company as they are did something beyond the “traditional”, if we can use that term for any new media strategy yet … regardless, Merderma went further than usual keyword and online banner campaign. They utilised the “ShareThis” technology in their coupon sharing tactic.

Smart.

Mederma is a healthcare company selling scarring ointment but its marketers went further …

They discovered that 12.5 million people share information about skin ailments online. So Mederma developed an interactive campaign specifically targeting these coupon cutters and directing them to a page to download the pharma brand.

Brilliant!

Social media has struggled with tracking and success measurement but Tim Schigel, of ShareThis.com believes “sharing” is the new and most important metric for ROI in social media.

Schigel said clickthroughs no longer are a sufficient metric for measuring the effect of brand advertising and marketing on the Web, but sharing might be. And he’s got results to prove it.

But prove it.

Traditional online display advertisements that run on premium sites generated 8% conversion rates for Mederma coupon download, paid search did a little better with 26% conversion but the biggest “influencer” was an audience predisposed to share and targeted from Organics social media analytics.

Schigel stated that the key is “finding both the senders and the receivers” in sharing-based campaign strategies, and “messaging to them appropriately.”

Check out the strategy in action :: Mederma Coupon Download

Epsilon study shows what online patients want

Patients engage in healthcare social media for rational and emotional reasons.

:: Emotional healthcare social media users want support from people who are going through a similar experience.

:: Rational social media users are searching for information about their specific conditions and symptoms.

“Our research shows that social media is a valuable forum for patients to discuss their health issues and concerns while connecting with others facing similar circumstances,” said Mark Miller, senior vice president, Epsilon Strategic & Analytic Consulting Group.

“This participation provides reassurance and intimacy, and many of the individuals who are highly engaged in social media feel better equipped to manage their health.”