Health Care and Social Media

Health Care and Social Media

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  Health Care andSocial Media Missy (Berggren) Voronyak Group Director, Social Media & Engagement June 2016 Health Care Communication Masters Program Reputation Management Class; University of St. Thomas
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  @missyvoronyak BLOGGER & SOCIALMEDIA ADDICT 2
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  @missyvoronyak MISSY VORONYAK GROUP DIRECTOR MissyVoronyak has 17+ years of healthcare and nonprofit marketing and communications experience, including social media, branding, digital, advertising, executive communications and more. Since joining WCG in 2013, Missy has worked with medical device and pharmaceutical companies, in addition to cutting her teeth on consumer goods companies. Missy is also a blogger (marketingmama.com) where she covers a variety of parenting and health topics in her free time. She is the director of strategic planning for the Social Media Breakfast of Minneapolis/St. Paul and the founder of the MN Blogger Conference (est. 2010). Missy has been recognized as a “Top Ten Titan in Social Media” in the Twin Cities and one of 11 “Top Tweeps in the Twin Cities” by KARE11, MN Hospital Association Community Benefit awards, Telly Award finalist, Healthcare advertising awards and more. Missy received her degree in public relations and mass communications from Drake University. 3
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  @missyvoronyak HEALTH CARE SOCIALMEDIA ECOSYSTEM Health Care Professionals PatientsCompanies & Organizations Employees 4 4 Not included: Industry, media
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  @missyvoronyak THE MEDIA ECOSYSTEM= PESO Sponsorships Display Advertising Paid Social Media Content Syndication (Outbrain) Publicity Influencer Marketing Blogger Engagement Media Relations Corporate Websites Blogs / Newsrooms Mobile Experience Webinars / Whitepapers Social Media Engagement Content Execution User Generated Content PAID MEDIA EARNED MEDIA SHARED MEDIA OWNED MEDIA 5
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  @missyvoronyak Size • Over1B unique users per month • More than 81B videos • Over 1.9 billion active users • Over 874 million mobile app users • 500M users • Over 400 million members • 50% of visits via mobile Engaged • 2nd most popular “search engine” • Over 50% of users log in daily • 58% of Americans on Facebook • Average of 500M daily tweets • Average 15M daily profile views on mobile Note: Global Data, Self-reported stats by each company in 2016 DOMINATED BY THE BIG FOUR 6
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  @missyvoronyak COMPANIES & ORGANIZATIONS 7
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  WHAT SOCIAL MEDIAIS AND ISN’T Social Media IS NOT An Assortment of Tools & Sites Social Media IS How People Communicate Today Courtesy of Greg Matthews, MDigital Life, part of WCG @missyvoronyak8 8
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  @missyvoronyak WHY SHOULD HEALTHCARE COMPANIES & ORGANIZATIONS ENGAGE ONLINE? Brand awareness Engagement & customer advocacy PR opportunities Customer service Reputation management Thought leadership 9
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  @missyvoronyak EXAMPLES 10
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  @missyvoronyak MAYO CLINIC LEADINGTHE WAY 11
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  @missyvoronyak REPUTATION MANAGEMENT Customer ComplaintsCrisis Communications Social Media Mistakes 12
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  SAMPLE SOCIAL MEDIAPROCESS @missyvoronyak research strategy policy development content assessment content development approvalspublish employee comms monitor engage measure 13
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  @missyvoronyak SAMPLE CONTENT CATEGORIES 25% 25% 10% 15% 10% 10% 5% BrandSpecific Thought leadership UGC & Media Mentions Lifestyle Content Industry news & information Company news Real-time & Event based Create content calendars with the correct balance of content across all categories each month 14
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  SAMPLE CONTENT CALENDAR Amaster content calendar ensures all posts across all channels align with strategic objectives @missyvoronyak 15
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  SAMPLE DECISION TREE Yes INFORMED Isit a factual, well-informed post that mentions the company/brand (regardless of whether it’s aligned with our POV), free from any negative tone? LET STAND If so misaligned that engagement wouldn’t be of benefit, do not respond. If negative, revert to TRMD workflow. SHARE If aligned with company/brand POV, proactively share the post to extend its reach and/or cultivate a relationship with the poster. Consider following (even if misaligned) and/or favoriting/liking. ADVOCATE Is it a compliment, positive share about the org/product/ brand, or an identified or potential advocate or influencer? INQUIRER Is it someone expressing a need, inquiring about the org/product, or asking a question that can be reasonably addressed? RESOURCE Determine who is needed to address the inquiry and route through approvals. Send alert per Escalation Process. INFORM Respond with an answer to the inquiry or redirect to private channel if needed. CLOSE Close the public feedback loop to inform broadly. TROLL (T) Is it clear this account is dedicated to attacking others? No RAGER (R) Is it clear this post is a rant, rage, joke or satire? MISGUIDED (M) Does this include/promote erroneous information? DISGRUNTLED (D) Is this the result of a negative experience? LET STAND Engaging would likely be of no benefit. Do not respond. Send alert per Escalation Process. CORRECT Respond with factual information to correct any errors, citing sources. Send alert per Escalation Process. REPAIR Take online/offline steps to repair the situation. Send alert per Escalation Process. MONITOR ONLY Do not respond; monitor for any other relevant mention(s). Send alert per Escalation Process. CLOSE Upon resolution, close the public feedback loop to alert the community. SOCIAL POST Monitoring discovers a mention. Is it positive or balanced? YES YES YESYES NO YES YES YES NO NO NO NO YES Yes Yes Yes Yes @missyvoronyak 16
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  Privacy • Don’t solicit patienthealth information • Acknowledge inquiries about health, move offline/direct to HCP • Never post pictures of patients without a signed release Device, drugs & clinical trials • Promotional rules apply re: dates • Claims = state that the product alters the physiology or function of any part of the human body • Important safety information (ISI) must accompany claims Endorsements • Any paid or sponsored endorsement must be disclosed • Includes big & small celebrities, physicians, bloggers, employees • Applies to social posts, online reviews REGULATED MEDIA FTC @missyvoronyak 17
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  @missyvoronyak OTHER CONSIDERATIONS • Requiresminimum .5 FTE for small businesses • Leadership support and engagement critical • No cost to create social channels, but budget required: – Asset development (graphics, photos) – Paid advertising (promote account, specific posts) – Staff, freelancer or agency support 18
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  @missyvoronyak HEALTH CARE PROFESSIONALS 19
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  @missyvoronyak WHY SHOULD HCPSENGAGE ONLINE? Educate others on their specialty Connect with peers globally Stay on top of medical news and trends Promote their practice/company 20
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  @missyvoronyak PHYSICIANS ON SOCIAL •Twitter • YouTube • Periscope • Snapchat • Blogs • Podcasts 21
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  61% of physiciansconsult 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 Understanding, Engaging and Activating physicians in the digital age Connects online and offline behavior such as referral patterns, prescribing history & Medicare billing 650,000 digital footprints mapped as of June 2016 Debuted at the Mayo Clinic in October 2012
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   The MDigitalLifeOnline Global Health Ecosystem captures all key influencers involved in each therapeutic area conversation.  Understand the networks, relationships and patterns of interaction between Doctors, Providers, Patients and other influencers within the health ecosystem. Doctors Hospitals Advocacy Media Patients Industry Therapeutic Area Insights from online interaction between doctors, patients and the health ecosystem. ONLINE GLOBAL HEALTH ECOSYSTEM
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  @missyvoronyak DOCTORS LEAD THENEWS IN HEALTH • A relatively unknown pediatrician, Jamie Friedman, MD, in San Diego tweeted the story 16 hours before the department of health announcement • She was subsequently interviewed by Liz Szabo of USA Today @DrJaimeFriedman on Twitter Blogs at drjaimefriedman.com Example courtesy of Greg Matthews, MDigital Life, part of WCG 24
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  @missyvoronyak DOCTORS POLICE THENEWS IN HEALTH • When the Toronto Star ran a misleading piece about the dangers of the HPV vaccine, Dr. Jen Gunter led the charge to refute it & was joined by hundreds more doctors • The Star first posted a disclaimer, then changed the title, then retracted the post altogether @DrJenGunter on Twitter Blogs at drjengunter.com Example courtesy of Greg Matthews, MDigital Life, part of WCG 25
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  @missyvoronyak DOCTORS MAKING CHANGEIN HEALTH • Concerned about epinephrine use and adverse events seen in the ER, Julie Brown, MD at Seattle Children’s Hospital used social media to invite physicians and food allergy parents to submit adverse event information • Publishes anaphylaxis and epinephrine auto- injector education videos and other content on YouTube, Pinterest, Twitter and Facebook • In part due to her work, the FDA updated EpiPen instructions to prevent injuries 26 @donteatmagents on Twitter, YouTube and Pinterest
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  @missyvoronyak FARRIS TIMIMI, MD,CARDIOLOGIST Twitter: @FarrisTimimi http://www.medscape.com/viewarticle/841381 Dr Timimi: “I would say don't lie, don't pry, don't cheat, you can't delete, don't steal, and don't reveal.” 27
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  @missyvoronyak PRIVATE PHYSICIAN NETWORKS 28
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  @missyvoronyak LEVERAGING PHYSICIAN VOICE •HCP’s voice in social media content is gold • Find out which of your HCPs are online. Encourage them to share and leverage their content Example courtesy of Greg Matthews, MDigital Life, part of WCG 29
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  HCPS USE CAUTIONON SOCIAL MEDIA • Health education vs. medical advice • Emphasis on professionalism • Don’t friend or follow patients Courtesy of Greg Matthews, MDigital Life, part of WCG 30 @missyvoronyak 30
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  @missyvoronyak PATIENTS 31
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  @missyvoronyak WHY ARE PATIENTSONLINE? Research doctors, medications & treatments Find a community of people like themselves Share personal experiences with drugs, doctors Find and share the latest health/disease news Statistic source: PEW Internet Survey 2013 http://www.pewinternet.org/fact-sheets/health-fact-sheet/ 32
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  PATIENT FORUMS 33 @missyvoronyak33
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  @missyvoronyak PATIENTS ON FACEBOOK& BLOGGER EXAMPLES 34
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  @missyvoronyak ENGAGING WITH PATIENTSONLINE • Give access to helpful health information • Inform about new services/providers • Invite to company/community events • Share important messages (crisis, etc.) • Empower and activate through compelling content 35
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  @missyvoronyak EMPLOYEES 36
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  @missyvoronyak WHY SHOULD EMPLOYEESENGAGE ONLINE? Connect with peers Stay on top of medical news and trends Demonstrate thought leadership (SME’s, Execs) Promote their practice/your business (OPTIONAL) 37
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  @missyvoronyak PROTECTING YOUR BRAND Solidpolicy in place Provide training Empower and encourage Ambassador program 38
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  @missyvoronyak PATIENT AND EMPLOYEEADVOCACY Community Sharing Hub Employee Sharing Hub 39
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  @missyvoronyak THOUGHT LEADERSHIP PLAY Leveragemessaging and key storylines to build thought leadership on LinkedIn Designated leaders assigned to write POV posts on key storylines for your business. Corporate LinkedIn page posts link to POV, broadcasting to larger following with paid promotion to reach current followers and target audience Followers (employees, customers, etc.) & targets like & share content; amplifying message and building brand authority. Once approved, leaders publish POV on their professional LinkedIn profiles. LinkedIn will send a notification to all connections that they published a new post. 40
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  @missyvoronyak SIMPLE SHARING SUGGESTIONS Encourageemployees to share messages by emailing suggested post copy and images. Twitter: Excited @xxxxxxx is featured in Modern Healthcare this month discussing health care reform. [Link] #hcsm Facebook & LinkedIn: Excited to see Julie Smith, MD, featured in this article on health care reform in Modern Healthcare. [Link] 41
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  @missyvoronyak KEY TAKEAWAYS Social mediais critical to communications Important to understand the ecosystem Strategy and planning is key Requires time and resources to be effective 42
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  THANK YOU
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  @missyvoronyak Missy Voronyak @missyvoronyak [email protected] linkedin.com/in/missyvoronyak CONTACT INFORMATION 44