Are we “social scientists”? … I think so!

We study human behaviour. We know our market share and target specific demographics .. well, at least endeavour to! I think we deserve a new title of “social scientists”! Do you?

According to the Bureau of Labour Statistics, a “social scientist” is defined as ::

“Social scientists study all aspects of society—from past events and achievements to human behavior and relationships among groups. Their research provides insights into the different ways individuals, groups, and institutions make decisions, exercise power, and respond to change. They look at data in detail, such as studying the data they’ve collected, reanalyzing already existing data, analyzing historical records and documents, and interpreting the effect of location on culture and other aspects of society. Through their studies and analyses, social scientists offer insight into the physical, social, and cultural development of humans, as well as the links between human activity and the environment. ”

Change is coming … future forecasts by Pew Internet & Life project

Change is coming, whether through the spread of wireless devices or generational shifts.

Wireless connections are associated with deeper engagement in social media and an accelerated pace of information exchange. Indeed, those with mobile access to the internet are more likely than those who have tethered access to contribute their comments and reviews to the online conversation about health and health care. And mobile access is on the rise.

Second, adults between the ages of 18 to 49 are more likely than older adults to participate in social technologies related to health. As younger adults face more health care questions and challenges, they may turn to the tools they have sharpened in other contexts of their lives to gather and share health advice.

But in the end, experts remain vital to the health-search and decision-making process. Americans’ longstanding practices of asking a health professional, a trusted friend, or a wise family member persist as patients pursue good health. These are practices which, in the words of John Seely Brown and Paul Duguid “will not budge” and therefore require designers of any new health care application “to look not ahead, but to look around” in order to see the way forward.

* Data extracted directly from Pew Internet and Life Project Report

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

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.

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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Healthy living tips

CDC Everyday Health Widget.
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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?

Mayo Clinic launches its mobile strategy

Every major hospital and medical school is trying to figure out how best to go mobile.

Mobihealthnews interviewed Scott Eising, director of product management for Mayo Clinic Internet Services, to discuss the group’s strategy for moving Mayo Clinic’s online offerings to the mobile platform. Eising offered a peek behind the curtain at Mayo to discuss how the not-for-profit, integrated medical practice is planning to do just that.

To read more on the Mayo Clinic and its mobile strategy.