Aquent/AMA Webcast: Healthcare Social Media: The Conversation That Is Defining Your Brand

Healthcare Social Media: The Conversation That Is Defining Your Brand

Key takeaways of this webcast presented by Melissa Davies, Strategic Account Director, Healthcare of NM Incite (A Nielsen/McKinsey

Company) will include...

> Demographics of social media – is Grandma participating online? > Who is driving the discussion – patients, caregivers, others? > Which disease categories are most actively discussed online? > What kinds of questions can we answer through social media research?> How can social media research complement traditional research methods? > How can we use social media research to derive key brand insights?

> What happens online when a brand is in crisis?

AMA Webcast:Healthcare Social Media – The Conversation that is Defining your Brand

Presenters:Melissa Davies, Strategic Accounts Director, Healthcare, NMInciteAnna Carbonara, Moderator, American Marketing Association

Sponsored by:

The audio portion of today’s presentation is available via broadcast audio. You can also dial in to hear audio: Participants (US & Canada, Toll Free): 800.945.9434Participants (International): +1 212.231.2907

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Register on the AMA Website

Housekeeping Items

RecordingA recording of this presentation will be sent to you within a couple of days

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Twitter Please reference hash tag: #AMAAquentHCSM, when tweeting about this webinar

Copyright 2011 NM Incite. Copyright 2011 NM Incite.

Melissa DaviesStrategic Accounts Director, Healthcare

April 20, 2011

Healthcare Social Media

The Conversation That Is Defining Your Brand

Copyright 2011 NM Incite.

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Introducing NM InciteTrusted data provider, leveraging proprietary technology and buzz sources from 160+ million social media sites – across Twitter, Facebook, blogs, message boards, and customer reviews

Global reach, in 18 countries (and growing)Access to Nielsen’s proprietary consumer panels for online, TV, and retail purchases

Benchmarks and insights from over 150 clients, especially in health care, CPG, retail, auto, CE, Financial services

Market leader in enterprise social media monitoring/ analytics (Source: Forrester)

Industry-leading expertise in digital marketing, product development, and service operationsCapability-building initiatives to enable incorporation of social media into core organizational processes

Functional expertise in translating social media metrics and insights into action and sustained improvement


SOCIAL MEDIA AND HEALTHGetting Started

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Defining the social media landscape

Register for communities to discuss specific topics, seek advice / discuss mutual interests

Connect with friends / individuals to play and discuss popular games in the online space

Upload, share and comment on photos, videos and audio to facilitate mass distribution of rich media

Sign up for a personal feed to broadcast activities and receive real-time updates (e.g., news, friends, celebrities)

Create personal profiles to facilitate keeping in touch, meeting new people, and sharing key interests

Evaluate and rate products and services based on personal experience

Create individual blog to discuss opinions, and experiences based on daily life

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Social media outpaces all other online activities

SOURCE: Nielsen NetView, June 2010

*Other refers to 74 remaining online categories visited from PC/laptops. **NetView’s Video/Movies category refers to time spent on video-specific (e.g., YouTube, Bing Videos, Hulu) and movie-related websites (e.g., IMDB, MSN Movies and Netflix) only. It is not a measure of video streaming or inclusive of video streaming on non-video-specific or movie-specific websites (e.g., streamed video on sports or news sites).

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Even Grandma is on Facebook

SOURCE: Pew Research Center

Social networking use among internet users ages 50 and older has

nearly doubled – from 22% to 42%

over the past year

Social networking use among internet users ages 50 and older has

nearly doubled – from 22% to 42%

over the past year

% of Adult Internet Users Who Use Social Networking Sites

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SOURCE: Pew Research Center’s Internet & American Life Project surveys, 2008-2010

Online health-seeking continues to grow

ActivityMillennials

Ages 18-34

Gen X

Ages 35-46

Younger Boomers

Ages 57-65

Older Boomers

Ages 57-65

Silent Generation

Ages 66-74

GI Generation

Ages 75+

All Online Adults

Ages 18+

Go Online 95% 86% 81% 76% 58% 30% 79%

E-mail 96% 94% 91% 93% 90% 88% 94%

Use search engine 92% 87% 86% 87% 82% 72% 87%

Look for health information 78% 84% 80% 83% 73% 69% 80%

Get news 76% 79% 76% 76% 67% 54% 75%

Buy a product 68% 66% 64% 69% 59% 57% 66%

Eight in ten internet users look online for health information, making it the third most popular online activity among all those included in the Pew Internet Project’s surveys.

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Where do today’s consumers get health information?

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“Cyberchondriacs” on the rise

SOURCE: The Harris Poll, Harris Interactive

81% of all

Cyberchondriacs have looked for

health information online in the last

month

81% of all

Cyberchondriacs have looked for

health information online in the last

month

17% have gone online to look for health information

10 or more times

in the last month

17% have gone online to look for health information

10 or more times

in the last month

86% were satisfied

with their ability to find the

information they want online

86% were satisfied

with their ability to find the

information they want online 85%

believe the information they found is

reliable

85% believe the information they found is

reliable


MOBILE IS CHANGING INTERNET USE

Trend to Watch

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Explosion of mobile is well documented

Mobile phones will overtake PCs

by 2015

Mobile phones will overtake PCs

by 2015

SOURCES: Nielsen, Nielsen Mobile

A typical U.S. mobile subscriber sends and receives

175% more text messages

than voice calls

A typical U.S. mobile subscriber sends and receives

175% more text messages

than voice calls

14% of mobile

subscribers have downloaded an app in the last 30 days

14% of mobile

subscribers have downloaded an app in the last 30 days

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Mobile internet use is increasing% of all adult cell owners who do the following on their phones (2010)

One-year change in use of cell

phones to access the Internet:

+52%

One-year change in use of cell

phones to access the Internet:

+52%

SOURCE: Pew Research Center's Internet & American Life Project, 2010


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Who is more likely to use the mobile web?

Younger Groups (no surprise) Minorities



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Who is more likely to use the mobile web?

Younger Groups (no surprise) Minorities



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Mobile increases web, social utilization

Facebook Mobile Users

People who use Facebook on their mobile devices are

twice as active on Facebook as non-mobile users

People who use Facebook on their mobile devices are

twice as active on Facebook as non-mobile users

SOURCES: Facebook.com, AllFacebook.com, InsideFacebook.com


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Four lessons from healthcare social media

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WHICH CONDITIONS DRIVE MOST ACTIVE ONLINE DISCUSSION?

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Lesson 1


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Discussion volume by condition

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Breast Cancer

Alzheimer’s Disease

Bipolar Disorder

Arthritis

Depression

Cardiovascular Disease

Hypertension

COPD

Key:CardiovascularChronic ConditionMental HealthOncologyPain

Type 2 Diabetes

Ulcerative Colitis

Multiple Sclerosis

Type 1 Diabetes

Cystic Fibrosis

Schizophrenia

Colorectal Cancer

Non-Hodgkin’s Lymphoma

Hodgkin’s Lymphoma

Brain Cancer

Fibromyalgia

Ovarian Cancer

Gout

Rheumatoid Arthritis

ADHD


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Two cancers, different discussion

SOURCES: Cancer prevalence data: US National Cancer Institute's Surveillance Epidemiology and End Results (SEER), 2007. Buzz is measured across NM Incite’s Healthcare dataset, 1/1/2010-12/31/2010.

2,605,000


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Breast Cancer• Discussion feels hopeful:

“no longer a death sentence”• Highly patient-driven• Highly engaged

Ratio of Messages: Prevalence

0.26

2,605,000


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Breast Cancer• Discussion feels hopeful:

“no longer a death sentence”• Highly patient-driven• Highly engaged

Brain Cancer• High level of fear and

frustration• Caregivers are more active• Very highly engaged


0.26


0.51

2,605,000


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671,507 messages

Oncology: buzz vs. prevalence

56,508 messagesColorectal Cancer

18,024 messagesNon-Hodgkin’s Lymphoma

10,205 messagesHodgkin’s Lymphoma

63,649 messagesBrain Cancer

Breast Cancer

31,710 messagesOvarian Cancer

Ratio of Messages:PrevalenceDiscussion Volume



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Mental health: buzz vs. prevalenceRatio of Messages:Prevalence

73,069 messages

497,442 messages

208,892 messages

414,813 messages

191,499 messages

Alzheimer’s Disease

Bipolar Disorder

ADHD

Depression

Schizophrenia

Discussion Volume

SOURCES: Prevalence data: Alzheimer’s Association, National Health Interview Survey 2009, National Institutes of Mental Health. Buzz is measured across NM Incite’s Healthcare dataset, 1/1/2010-12/31/2010.


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Chronic: buzz vs. prevalence

45,419 messages

117,376 messages

66,772 messages

56,203 messages

85,346 messages

Multiple Sclerosis

Cystic Fibrosis

Type 1 Diabetes

Type 2 Diabetes

COPD

Discussion Volume Ratio of Messages:Prevalence

SOURCES: Prevalence data: NIAID, NWHIC, Cleveland Clinic, National Heart Lung and Blood Institute, Cystic Fibrosis Foundation. Buzz is measured across NM Incite’s Healthcare dataset, 1/1/2010-12/31/2010.

2.845


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Sampling the conversation

Breast Cancer

“I can related to the emotions impact of breast cancer you are feeling , I was shocked, scared, angry, overwhelmed , crushed ,

hopeless, when the doctors informed me … in order for me to survive this I had to take life with

cancer one day at a time , surrounded myself with family,

friends , prayer and faith . … you are not along in this fight , I will keep you and your family in my prayers.” National Breast Cancer Foundation

Forums, 2011-01-29


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Sampling the conversation

Breast Cancer

“I can related to the emotions impact of breast cancer you are feeling , I was shocked, scared, angry, overwhelmed , crushed ,

hopeless, when the doctors informed me … in order for me to survive this I had to take life with

cancer one day at a time , surrounded myself with family,

friends , prayer and faith . … you are not along in this fight , I will keep you and your family in my prayers.” National Breast Cancer Foundation

Forums, 2011-01-29

Brain Cancer

“Brain cancer is so awful. My mom is still in treatment, she has about

10 more avastin treatments left. She is 72, somewhat weak, hardly talks because she can't think of the right

word to say and does nothing but sit in a chair all day and look out the

window. I wonder what will happen once treatment ends, will she get any better or can we expect more of the same for the rest of her life.” CancerCompass.com, 2011-

01-13


Implications

• How active/important is social media for my therapeutic area?– Online advertising spend– Market research approach– Social media engagement (branded/unbranded)

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WHAT INFORMATION IS SHARED ONLINE?

Lesson 2

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Discussion is broad-ranging

Brand-specific discussion~20%

Emotional support

Doctor-patient interaction

Personal Experience

Management strategies

Treatment optionsSymptoms


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Buzz snapshot: type 2 diabetes

Source: NM Incite analysis of Type 2 Diabetes discussion 1/2011. Word cloud image created using Wordle.net


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Online currency: personal experience

"My own personal experiance has been good. I started Onglyza in late January and I still inject

Lantus daily 23-25 units and take one 5mg Onglyza. For the first few months I was able to cut the

Novalog to an occasional correction and for the last month or so haven't even needed to do that. My BG

average since starting is 109 with 98% of my numbers ranging 151-67. For the last 5 weeks my average has dropped to 101 with most readings

falling between 70 and 130. 8 months ago my A1c was over 10, late January it was 8. 6, my next A1c is

in early August and I expect to see somewhere around 5. 5." Tudiabetes.org, 2010-06-05

Treatment regimen, dosage

Personal experience

Monitoring health “by the numbers”


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Positive and negative are shared

"I want to go off the met. . . tummy issues and have been on it since November 2 x 5oo mg xr 2 x a

day. . thats a lot of met plus the onglyza which does nothing as far as I can tell. Still need to lose about another 20 lbs. . . am 5'2'' and 148 lbs. Loved the

effects of the victoza on weight but not the constant nausea. Had been on duetact for a while. . but kept

going hypo. Then Glymepiride. . made me hungry as all get out. Sheesh. . . . am so sick and tired of the whole thing!!!!" Diabetesforum.com, 2010-05-21

Side effects

Lack of efficacy

General frustration with treatment

history


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Internet as second opinion"My Dr. just prescribed onglyza. I did a text search of

the group but haven't seen it mentioned. Does anybody have any knowledge on this newly approved

drug?" Yahoo! Groups: type-2-diabetes, 2010-01-30

Looking for more information

Caregiver involvement

Treatment combination

"Onglyza Is anyone taking this? Hubby was prescribed it today and I see that it hasn't been out very long. Does anyone know anything about it?"

Diabetesforums.com, 2010-02-26

"Has anyone heard anything about onglyza? I saw a commercial for it yesterday and was wondering if it

could be used with Byetta?" Yahoo! Groups: diabetes_and_byetta, 2010-06-07


Implications

• What is patient lexicon surrounding this condition?– Language that will best connect with patients– Marketing– Patient/physician education materials

• How do patients feel about my brand?– Understand frustrations, challenges, needs

• Do we need to do a better job of setting patient expectations?– Patient education materials– Package insert, branded collateral– Physician communication

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WHO TAKES PART IN THE DISCUSSION?

Lesson 3

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Patients drive online discussionShare of Discussion Contributed by Patient/Caregiver/HCP, by Condition

SOURCE: NM Incite analysis; speaker demographics are qualitatively assessed.


Implications

• Who can we hear through social media channels?– Market research approach

• Who can we reach through social media channels? How should we tailor the message to the audience?– Marketing spend allocation– Planning for online engagement

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WHAT HAPPENS WHEN A BRAND IS IN CRISIS?

Lesson 4

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Brand crises drive buzz

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Trended Buzz for JNJ and Recall (Weekly)


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Brand crises drive buzz

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Trended Buzz for JNJ and Recall (Weekly)C

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Narrow window to actClose-up View: Trended Buzz for JNJ+Recall (Daily)

Infant & Children's Products Recall,

April 30

One-day change in buzz:

+1740%


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Narrow window to actClose-up View: Trended Buzz for JNJ+Recall (Daily)

Infant & Children's Products Recall,

April 30

One-day change in buzz:

+1740%

What are they saying? •Day 1: Sharing the news•Day 3: Deeper dive: Which brands are recalled, why, what parents should do•Day 6: Congressional panel investigates recall


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What do consumers share?

“Get generic or go with a different brand (PediaCare Fever/acetaminophen or Infant Advil/Ibuprofen). …

The FDA report on the only factory that makes infant Tylenol/Motrin is absolutely DISGUSTING- so many

horrible violations, gram negative bacteria in ingredients used in lots of medications for BABIES!

Don't expect to see "safe" Tylenol or Motrin on shelves for a looong time. I will never, EVER support

that company again, if I can avoid it- and I can certainly avoid supporting them through these meds, as there are non-McNeil generics and brand names

available.” TheBump.com, 2010-05-07

Frustration with the company


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What do consumers share?

“Friday Freakout: Tylenocalypse Edition We left town early, and so we at least saved our

own weekend from the gigantic )#($%ing freakout that is the massive recall of liquid infant's and

children's Tylenol, Motrin, Zyrtec, and Benadryl products issued Saturday. Wait, Saturday? What the hell kind of government agency issues a sweeping

recall of some of the most popular children's medicines on a Saturday? … That would be the FDA. This is not the first time the FDA has had

ineffective, hard-to-follow recall announcements; I hope someone's trying to fix that place.”

DaddyTypes.com, 2010-05-03

Frustration with the recall process


Implications

• How quickly does crisis news spread among consumers?

• What are patients and caregivers saying about the event? What information sources are they sharing?

• How does consumer opinion about the brand change as a result?

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Questions? Thank you!

Melissa DaviesStrategic Accounts Director, Healthcare

[email protected]@MelissaKDavies

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Thank You for your Participation!

Additional Questions? Contact Melissa at: [email protected] AMA Questions can be sent to: [email protected]

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Aquent/AMA Webcast: Healthcare Social Media: The Conversation That Is Defining Your Brand