built different.

better data. better decisions.

Since 2007, Spiral16 has been helping health brands, facilities, and service providers understand their presence

online.

Introduction

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As they are with brands and products, consumers are increasingly turning to the Internet for more and more of their health information needs.

Meet the Health Seekers.

Health Seekers

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Before a doctor visit

After a doctor visit

Unrelated to a visit

Instead of a visit

0

10

20

30

40

50

60

70

For selfFor someone else

Health Seekers Online – When Do They Search?

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Peer-to-Peer Healthcare – 2.28.11, Pew Internet & American Life ProjectThe Online Healthcare Revolution and the Rise of e-Patients and e-Caregivers – 11.3.03, Pew Internet & American Life Project

• Tentatively diagnosing their own condition

• Confirming their doctor’s diagnosis and suggested treatments

• Checking their doctors’ credentials• Researching all available treatment

options – not just those recommended by their doctor

• Researching specific medical conditions when they (or a loved one) are diagnosed

• Connecting with other patients with the same disease

• Exploring and signing up for clinical trials

What are they searching for?

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Peer-to-Peer Healthcare – 2.28.11, Pew Internet & American Life ProjectThe Online Healthcare Revolution and the Rise of e-Patients and e-Caregivers – 11.3.03, Pew Internet & American Life Project

Health Seekers70

75

80

85

90

95

Convienience

Breadth of Sources

Anonymity

• 93% say it is important that they can get health information when it is convenient for them

• 83% say it is important that they can get more information online than from other sources

• 80% say it is important to get this information anonymously, without having to speak with anyone

Why Are Health Seekers Searching?

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Peer-to-Peer Healthcare – 2.28.11, Pew Internet & American Life ProjectThe Online Healthcare Revolution and the Rise of e-Patients and e-Caregivers – 11.3.03, Pew Internet & American Life Project

The vast majority begin their searches via Google (or a similar search engine) – not via social network channels or medical sites

How Are Health Seekers Searching?

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Peer-to-Peer Healthcare – 2.28.11, Pew Internet & American Life ProjectThe Online Healthcare Revolution and the Rise of e-Patients and e-Caregivers – 11.3.03, Pew Internet & American Life Project

How can this translate to strategy?

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The Power of Listening

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Monitoring your presence online to

• Understand your digital presence• Gather basic data for setting benchmarks• Determine where your audience lives online• Audit your messaging

Applying Online Data to Healthcare Initiatives

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Brand Monitoring

Support PR Initiatives

Competitive Intelligence

Advocacy and Fund-

Raising

Monitoring HIPA

Compliance

Community Discovery

Building Thought

Leadership

Monitoring:

• Emergency Services?• Conversation around

specializations and services?• Community education or events?• Doctor reputations or c-suite

personalities?• Sentiment around your facility,

services, or physicians• General conversation around a

facility?

Define Your Objective

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• Listen locally, regionally, or nationally?

• How far back do I need to look?

• Where should I be looking?

Define Your Scope

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• Look for the terms that are around your specific facility – (Nicknames, abbreviations, or common misspellings)

• Look for the language your patients or health seekers will use, not just the official language you broadcast

• Explore the terms that will bring back data you don’t want to see– (-accident –trauma –obituary –police –funeral)

Define Your Language

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o Is your corporate or official landing page a likely destination?

o Do your physicians show up on public rating sites? How likely are those pages to be found?

o What community or local pages generate conversation around your facilities and services?

o What kind of message are those other sites broadcasting about you?

Discover Your Influencers

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• Which, if any, social network does your audience utilize?

• Are health-seekers more likely to discover information about you via a news channel?

• How much reference or informational material is a health-seeker likely to find?

• Where should you target your messaging or engagement efforts?

Where Is Your Audience?

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• What is the general sentiment around your facility or services?

• What’s the ratio of news mentions to social mentions on a daily, weekly, or monthly basis?

• If searching within a category or area of specialization, how often does your facility get mentioned?

• If you’ve discovered disparate communities around your facility, can they be connected or engaged with?

Setting Benchmarks

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o Targeted messaging to the channels where your audience already lives.

o Measuring how your communication alters the language health seekers are likely to see

o Responding to damaging reviews or comments

o Proactively connecting patients with advocacy and service professionals

o Growing participation in education and health behavior initiatives

Selling It Up With Measured Success

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• Understanding what information your audience may find about you is as important as what your audience is saying about you

• Knowing where to focus your efforts saves valuable time and resources

• Building a strategy around measurable data will keep your efforts focused

• Translating those efforts into ROI promotes executive buy-in

Conclusions

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built different.better data. better decisions.

Thank you

from

Tracy Panko & Aaron Weber

spiral16.com | @spiral16 | contact@spiral16.com | 913-944-4500

@tracypanko @dadsbigplan