As part of April 2016’s Biovision, Lyonbiopole and Hospices Civils de Lyon organised a session on the highly topical theme of the digital patient. During the workshop and the plenary session that followed, SMEs, manufacturers, patients’ associations, practitioners and health economists examined the question from a variety of angles: legislation, data protection and smart objects.
As part of April 2016’s Biovision, Lyonbiopole and Hospices Civils de Lyon organised a session on the highly topical theme of the digital patient. During the workshop and the plenary session that followed, SMEs, manufacturers, patients’ associations, practitioners and health economists examined the question from a variety of angles: legislation, data protection and smart objects.
As the Internet, and the content it houses, becomes more socialized, acceptance and use of social media among the general population continues to grow. If you check the most recently used apps on your smartphone, you’ll know that.
We consume content online (between 20 – 30 percent of Boomers, Gen X and Millennials spend more than 20 hours per week with online content).We create content and put it online (images, blogs, comments among the top three most consumed types of comments for each generation – same study).And social media platforms fuel the inter-connected nature of all of that (65 percent of the US population uses one or more social network sites).
The entire web today is social; bits and pieces of socially-connected content. Articles. Interviews. Opinions. Amazing photography and design. Emotionally stunning videos. Valuable, audience-focused information and short how-to videos. And, hopefully, chances for the audience to participate in a strategic campaign.
Healthcare brands are no different. Hospitals and healthcare systems can build and motivate a targeted audience with content, using the social media platform that best fits the audience, to tell a story. The challenge is in doing it strategically, creatively and in the ways that best fit the current requirements of specific platforms.
With social media, it’s your content, but it’s the platform’s rules and functionality. For example, see this article for specific details on Facebook’s News Feed algorithm, which determines if your content will reach your audience.
Here are three strategies to implement right now for your healthcare brand with social media and content. To start applying these principles, think of your own work. Do you have a content campaign targeting heart health or a video campaign touting patient intimacy and quality of care? If so, it’s time to start planning how you can use these principles to build a healthcare campaign worthy of attention like the ones collected in this article.
Use social retargeting so your content (those beautifully emotional ads you’ve produced) is presented in the Facebook News Feed of people based on specific web searches and sites visited (like your own). Not only does it make your organization relevant to their needs, it gives your target audience the things they search for on the web before they need it, based on your predictive research … providing greater value. This can be planned as part of your media buy and presents your content to an engaged audience who may just be researching your hospital or healthcare system.
That new audience can be prompted to view your content, take action in a health challenge you’ve put in front of them, call to make an appointment or like your page. If they do the latter, you can build a more highly engaged potential patient who learns from your content (the stuff you make, see point three).
Traditionally, we’ve thought of retargeting as a function of advertising. Visit a site and you see the ad online for a couple of days. Ads today get really interesting when they appear in your social media feeds, inviting you to follow a social profile to learn more and take action. Thisinfographic covers some great information on retargeting. One stat you’ll see there? Sixty-seven percent of online advertisers are using Facebook’s retargeting. That’s because it’s powerful.
Some of the most powerful ad retargeting today comes from Facebook’s highly targeted advertising platform, which also connects right into Instagram (adopted child of Facebook). If you conduct a Google search, visit a website, click on a product or conduct any number of executions online your social media profile and content can be presented to a potential customer.
For healthcare, ensure you are not retargeting sensitive pages or personal information. Use it for general campaign awareness to build brand affinity and value for potential patients. This article from Sprout Social, the platform Core Creative uses for social media management programs, breaks down specifics regarding healthcare, social media and the regulations you need to be mindful of.
Who’s doing it?
Check out Warby Parker, Tuft & Needle or Zappos. Those are direct-to-consumer brands, not healthcare services, but they give you the foundation you need to understand how to make retargeting on social media work for your needs. I guarantee, if you visit those websites, you’ll see their content retargeted to you in interesting ways.
Social listening may be an untapped resource for you.
When people began to master the arts of social media and recognized its more selfless benefits, listening was discussed as a key need in the space. However, as platforms grew and audiences became more fragmented, engagement dropped. Specifically, people haven’t been sharing of themselves as much as they used to on Facebook and Twitter. Engagement with a platform doesn’t necessarily mean people are engaging with each other on the platform. For many, social media platforms today are content platforms. For example, this article, fromDerek Thompson of The Atlantic, is a sterling assessment of the evolution of Twitter … and people’s use of it closely correlating to their use of television. That is to say, watching it.
So, if people aren’t necessarily engaging with content on social media, and are just shouting into the void, how can we listen to them? One thing remains true; people still share their opinions on social media, a grand digital confessional to anyone who may be listening. That reality gives marketers a chance to establish effective listening strategies to build connections with an audience. Not necessarily to make a sale or immediately book an appointment with a physician, but to built brand awareness and affinity. Equity between your brand and your target audiences is the key starting point with social media. Build it, and your content will resonate.
Management tools like Sprout Social, Radian6 and more offer sophisticated opportunities to set keywords, lists and geo-targeting to listen for opportunities to serve your customers.
Listen for opportunities to engage with people on your campaign.Listen to understand sentiment.Listen to find valuable content aligned with a specific service line on which you’re focused.Listen to understand live, in the moment impressions of your facilities or providers and ways you might be able to serve them better.
You may not find much, but what you do find can inform operational enhancements that make incredible differences for patients and word-of-mouth impressions.
People may be watching Twitter like television, but they are also shouting at it … just like real television. Chatter on Twitter could lead to a new product or service innovation, it could direct someone to vital information that can get them on the right track to a healthier lifestyle or it could introduce the right doctor to the right patient at just the right time. It can also connect you with influencers, media or bloggers who can provide great PR opportunities. A fantastic example of social listening comes out of Australia and this melanoma campaign. Social listening. Engagement. A very tight strategy. And a campaign that generated an avalanche of PR opportunities.
As with any social media strategy, there are right and wrong ways to go about it, many detailed in this thread on Quora. Just know if you’re getting active with content and social media, you can’t say you’re conducting social media management without social media listening. Social listening is a vital part of the puzzle so you can engage with the healthcare consumer.
3. Make Stuff
For years, I’ve been saying Facebook is the front door of the Internet.
While social media platforms have become more varied and audiences more fragmented based on age, interests and needs,, Facebook usage remains high across the board. Your friends, family and coworkers are there. You’re following news sources, influencers, fun things, community news and more. You’re sharing/posting right to Facebook from articles you read and videos you watch on different websites.
As noted earlier, recent studies are showing that as content on Facebook becomes more prevalent, Facebook engagement is dropping.
Key phrase … “content on Facebook becomes more prevalent.”
As you use Facebook, connecting with friends or consuming content, think about what it is you’re watching and discussing. Think about the stories you see, the ways those stories are being presented and think about your own story. What is your brand? How do its elements move and impact your customers to offer services or insight? How might your services and the insight available from your experts best serve that audience? How does that audience consume content online?
Now, thinking about what you see there on a weekly basis, think about how you can make stuff to build your brand, serve your audience and give them opportunities to learn about how you can serve them.
You’ve seen videos.
You’ve seen great design.
You’ve seen instructional videos.
You’ve seen jokes and emotionally impactful content.
Take a step back and start planning how you can make stuff. It’ll help you reach and move your audience.
If it’s not reaching them, use retargeting to make sure it does.
And if you have a tight and clear strategy … maybe you’ll be able to come up with the next avalanche of PR around a listening campaign like the melanoma campaign that came out of Australia.
"If you're only buying television, you should buy television plus digital which will actually create an exponential effect," Gayle Fuguitt, CEO of the Advertising Research Foundation, said, adding, "If you look at how fast consumers' consumption of advertising across all these platforms has changed, the fact that advertising spending is only increasing 4% (annually) isn't really keeping up with the pace of change of consumer consumption."
"For lower involvement categories like CPG, there is a pretty set standard response to social media. But what we find that in terms of search or social media--not banner ads, but more engaging communications--consumers spend much more time in categories like pharma, financial services, health and wellness and entertainment," Fuguitt said, adding, "What that leads to is a much higher ROI for those industries in certain formats in online media."
Well-targeted and carefully planned media buying was found to be important, as Fuguitt noted in the 60% ROI gain for good buys. While adding more advertising platforms was found to be definitively more effective, simply placing more of the same ads--that is, just increasing frequency--had the opposite effect.
Pharma spending on direct-to-consumer (DTC) advertising in the U.S. totaled $5.2 billion in 2015 compared to $4.3 billion in 2014 -- a 15% increase. Nearly 70% of that was spent on TV. Read "TV DTC Advertising Is Not Dead Yet!"; http://sco.lt/701QtF
As social media becomes an increasingly important tool for reaching patients, it becomes more critical for C-suite executives to understand their health care organization’s ongoing social media effort and to feel confident that it is enhancing, not hindering, the organization’s brand.
While it’s important to grasp the basics of a social media program (such as regular posts, engaging content and transparency), there are other key elements that need to be in place for health care organizations to truly optimize their social media efforts.
A Response Matrix
Social media allows you to interact with your patient population in real time on a more personal level. Patients engage with health care organizations on social media with the expectation that they will receive a friendly and helpful response. But to respond quickly and accurately, it’s best to have responses predrafted to address common questions, comments and concerns.
A response matrix is a document with well-written, preapproved responses to such patient posts as:
Medical advice. While it is important not to provide a diagnosis over the Internet, it is critical to have multiple responses drafted for patients who are looking for medical advice. Take this as an opportunity to direct them to the appropriate doctor or service group at your organization. An example of a solid response would be, “Hi Jane, thank you for reaching out to us about your situation. Dr. John Smith, medical director of our wound care center, is an expert in head wounds and would be the best person to help you. Please give him a call at 555-1234 to set up an appointment.” This response shows that your organization is helpful; it also highlights your doctor’s expertise and drives a patient into your facility.
Bad service. Address complaints about bad service on social media promptly and respectfully. A quick and helpful response will show the patient (and all other patients who have seen the public complaint) that your organization cares about the patient experience and can provide prompt, high-quality service).
For less common questions, or questions that require a customized response, make sure there is a plan in place. For example, if someone is experiencing technical difficulties with the website, the response matrix should outline the process for quickly getting in touch with the information technology team to identify the problem and draft a helpful response to the patient.
All responses should be reflective of the tone of your health care organization’s brand.
Did you know that humans process visuals 60,000 times faster than text? This makes incorporating multimedia (such as photos and videos) into your social media strategy a great way to set your organization’s content apart from that of other health care organizations.
Multimedia also strengthens overall engagement. Social media posts with visual content get 120 percent more engagement than text-only posts, and video content is shared 12 times more than links and text posts combined. With Facebook changing its algorithm to favor engaging content, posting photos and videos has become much more important.
Cleveland Clinic and the Dana-Farber Cancer Institute are successfully reaching beyond text-based content and providing rich, unique multimedia content to engage their target audiences:
Cleveland Clinic. Positioning itself not just as a hospital, but also as a health and wellness resource, Cleveland Clinic is using Pinterest and its blog to share colorful visuals and infographics that provide parenting and wellness tips to its followers. As a result, the hospital’s social following and level of engagement are considerably strong. In fact, one of the hospital’s infographics received more than 3.6 million views after being shared by major news sites likeThe Washington Post and Business Insider.
Dana-Farber Cancer Institute. Dana-Farber posts at least three high-quality videos per month to its Facebook page. Educational in nature, each video aims to break down medical misconceptions about cancer and to offer expert health tips. Additionally, the institute’s social pages are full of contests, which boost user engagement, as well as “photo of the week” features, which give patients a look at the patient experience inside the hospital.
The key takeaway here: It has become increasingly vital for health care organizations to incorporate custom multimedia into their social media plans — especially video. Twitter recently reported that video views have increased by 150 times in the past year alone, and Facebook CEO Mark Zuckerberg has said that by 2020, most of Facebook will be video content.
A Social Media Policy
While social media is undeniably a valuable tool, it is also a place for people to share their personal lives with a large number of people, which can make it a bit of a wild card. From the emergency department team to the maintenance staff, health care organizations have a lot of employees to manage — and it’s important that they all know what is and is not appropriate to share on their personal social networks in relation to the organization. The best way to do that is to develop a formalized social media policy. Work with your communications and human resources teams to draft and implement the policy so that all employees are aware of, trained on and committed to it. This will help to protect against HIPAA breaches and avoid negative perceptions of your organization.
The following are examples to consider including in your organization’s social media policy:
Patient privacy restrictions. Prohibit employees from sharing patient information such as diagnoses, photos and so forth.
“Friending” and “following” patients on social media. Determine whether it is appropriate for staff members to connect with patients on social media.
Your health care organization in personal social media names or handles. Mayo Clinic’s social media policy, for example, says that employees are not permitted to use Mayo Clinic’s name or logo in their social media names, handles or URLs unless that employee has received approval to do so. This is critical in protecting your health care organization’s brand and making sure employees’ personal opinions are not directly tied to your organization.
It’s important for leaders of health care organizations to understand the value of social media and the critical elements to implement to manage the brand from a social perspective. Having top-down support for social media initiatives is what brings true value and return on the effort.
The power of social media in today’s market is only growing. And, showcasing your independent community pharmacy on social media can help you build business, educate patients and grow brand loyalty.
Your pharmacy likely already has a presence on social media, such as Facebook and Twitter. But if you don’t, it’s never too late to start.
Here are 17 tips to help increase your pharmacy’s presence through effective social media practices.
1. Develop a social media strategy
Before you begin, it’s a good idea to create a plan, also known as a social media strategy.
A social media strategy includes information about the types of patients you want to target, what type of content you want to post and which social media platforms you’re going to use.
Creating a strategy for social media is important for the future consistency and success of your online presence, and creating a plan can help you avoid mistakes.
2. Post consistently
Patients who follow your social media will be more likely to regularly visit your pages, and to consider visiting your store if you consistently post a steady flow of content.
Post interesting, useful and educational content that will drive people to your pages. Share information about the latest pharmacy and health care news, talk about the over-the-counter (OTC) products your pharmacy has to offer or post a photo of your staff. (Here are more ideas for what to post on your social media pages.)
3. Connect with other businesses
Connecting with local businesses and organizations on social media will help you build camaraderie that can ultimately benefit your pharmacy. Meeting, connecting and following social media pages from other businesses in your community can help you learn new ideas to implement in your pharmacy and increase your chances of gaining new patients.
4. Respond to comments
Being responsive to people who comment on your social media pages will demonstrate that you care. Your independent pharmacy already provides a personal touch in your store, so be sure to communicate that through your social media presence, too.
Always be positive in your responses. If someone posts a negative comment on your page, don’t remove it. Respond thoughtfully and ask what you can do to help. Remaining positive will help keep your pharmacy looking professional.
5. Use your analytics
Social media platforms, such as Facebook, include features that track your social media performance.
Facebook analytics, called Facebook Insights, allow you to see which posts received the most ‘likes’ and which posts reached the most people. Facebook even offers a tool called “Pages to Watch,” which allows you to compare your page with competitors’.
When you know which posts had the most success, you can post similar content to drive more engagement.
6. Target a specific group
Gain more views on your social media posts by targeting a specific audience. Facebook allows you to select an audience by factors, including gender, age and location.
If you’re promoting a special on women’s health supplements, for example, you may want to only target women in your area on that specific post.
7. Pay to boost posts
You can boost your posts using social media advertising for a small fee. These posts expand your reach because they’re served to people who may not follow you. The duration of the boosted posts vary in price for how many days you choose to keep the ad up.
8. Use hashtags strategically
For social media beginners, hashtags can seem like a difficult concept to grasp. A hashtag is the pound sign symbol (#), with a word or group of words that organize content into a searchable link. An example is #pharmacy. Hashtags connect people and promote discussions.
Develop a set of three to five hashtags for your business to use regularly. When you continually use a hashtag, your brand will be more memorable to people visiting your social media pages. Using hashtags will also help you connect with other like-minded businesses and allow for your patients to start a conversation.
9. Write a blog
Showcase your professional insight by creating a blog and sharing your posts on social media. Write about topics your patients may be interested in learning, such as nutrition tips, best practices for taking vitamins and heart health strategies. When they see your informative posts on social media, and learn to count on you as a health care expert, they may be more likely to use your pharmacy.
10. Use images with calls to action
Including images in your social media posts catches the attention of your audience. People will be more likely to click on your content if you have an intriguing image with a call to action such as, “Stop by our pharmacy today to get your annual flu shot.”
11. Hold contests and promotional giveaways
Everyone enjoys getting something for free. To promote your pharmacy, consider holding a social media contest by giving a gift card to the person who likes your post first or offering promotional giveaways, such as a free bottle of vitamins or a free pharmacy T-shirt, to the first 10 people who comment on your post.
12. Maintain consistency with your brand
Consistency is key on social media.
For your patients and followers to recognize you, and be able to follow you on different social media platforms, it’s a good idea to use the same username for all of your profiles.
The content you post should also remain uniform across all of your social media channels. Even though there are differences between Twitter, Facebook and LinkedIn, the content you post on each profile should be delivered in a similar way. Connecting your profiles to one another is an easy way to ensure consistency.
Maintaining consistency will help you build your brand, and make your independent community pharmacy more easily recognizable.
13. Be authentic
People want to follow social media pages that are authentic. They don’t want to feel like they’re just being sold a product or service. Make sure to balance your promotions and sales content with social media posts that showcase your pharmacy’s individuality. Share photos of your staff and celebrate achievements, such as your pharmacist becoming certified in CPR.
14. Use a social media management platform
Unless you have a social media expert on staff in your pharmacy, consider using a platform, such as Hootsuite or Tweetdeck, to help you save time. These platforms allow you to pre-schedule posts, so you don’t have to interrupt your workflow every time you want to post on social media.
15. Provide education on your social media pages
Make your social media a source of reliable educational information, and a place to build relationships and trust in your pharmacy. Providing expert advice on dietary supplements or sharing valuable knowledge about the pharmacy industry on your social media pages will enhance your pharmacy’s credibility.
16. Encourage reviews
Encourage patients to review your pharmacy on your social media pages and on other websites, such as Yelp or Google.
Online users who read good reviews about your pharmacy will learn from others’ experiences and may be more likely to choose your independent community pharmacy over your competition.
17. Take a risk
Try out different techniques on your social media. Maybe polls garner a lot of attention for your pharmacy, or fun facts about your employees get more attention. Test out different social media tactics to figure out what your followers enjoy seeing the most, and what works best for your business.
The holidays are just around the corner and while this time of year can be low time for many healthcare practices, it’s a wonderful time of year to engage with patients through holiday-themed campaigns that show the festive, personal side of your practice… and ensure that you’ll see an influx of patients taking advantage of the promotions you offer.
To help you create fun, attention-getting holiday promotions this year, we’ve created a list of fun marketing ideas you can use on your blog, social media channels, or email marketing. Check our list once—or check it twice!—to find engaging promotions to launch this holiday season.
Film a Holiday YouTube Video.
YouTube is one of the most popular social media platforms and it makes sense: people love to watch creative, funny, human videos.
The holiday season is the perfect time to make a video to share holiday cheer with your patients—and create lasting goodwill all year long. You don’t need a fancy production either: Just pull out your smartphone and start filming.
Invite your whole staff to join in on the promotional fun. For example, your entire team can simply yell, “Happy Holidays” together while dressed in Santa hats or even sing a group carol. Or gather several fellow doctors together to sing a holiday song. When your video is ready, get the maximum mileage by publishing it on all of your social media channels and emailing it to your patients with a personalized ‘Thank You for Your Business’ email.
Create a 2017 Calendar.
Who doesn’t love a free calendar? Why not create your own calendar so your practice can decorate your patients’ walls or refrigerator year-round? To make it special, make it personal. For example, think monthly health tips for runners if you’re a podiatrist, healthy teeth tips if you’re a dentist, or inspiring images of athletes if you’re a orthopaedic surgeon. To make sure all of your patients get a copy, send them coupons to pick up their free calendar at your office. There are several companies online that make calendars for you, like Shutterfly.
Host a Holiday-Themed Twitter Chat.
Is there a holiday-related health issue you can address? Is there a topic that a large number of your patients have asked you about this year? Both of these would make excellent topics for aTwitter chat.
A Twitter chat (or tweet chat) is a live Twitter event, usually moderated and focused around a general topic. A hashtag is used to filter all the chatter on Twitter into a single conversation. A set time is also established so that the moderator, guest, or host is available to engage in the conversation.
To participate, tweet during the designated time with the appointed hashtag. Start promoting your event a few weeks before by announcing it on your social platforms and blog, in your practice, and to your patients by email. Even if your patients don’t connect on Twitter, you’ll build a reputation as a thought leader in your field.
Hold a Facebook Photo Contest.
Customer involvement is a powerful way to engage people in your business and pictures are worth a thousand words. Combine both into a photo contest, and you have a match made in promotional holiday heaven. Facebook and Instagram are the easiest, most visual platforms for your clients to upload pictures and videos. On Facebook, tell patients to post to your practice page; on Instagram ask them to tag you in their post and use a hashtag you’ve created for the contest (e.g., #xmasbeverlyhillsdental).
Invite your patients and followers to contribute photos of themselves related to living a healthy lifestyle or interacting with their pets around the holidays. Then have your clients and staff vote on their favorite photos. Give away a fun (and healthy) prize for the winner, such as a fruit gift basket, or products that relate to your specialty. Dermatologists can give a package of skin products, while dentists can give away professional teeth whitening strips.
Announce the winner on social media to create more buzz around the campaign, and some friendly competition for your next holiday campaign.
Create a Free “Holiday Survival Guide” eBook
taken from machineshed.com
How can you help your patients stay healthier this holiday season? What about advising them to limit their intake of holiday treats or be sure to always find a designated driver if they drink at holiday events? A great way to share healthy holiday tips with your patients is to create a free “Holiday Survival Guide” eBook that they can download from your website or social media pages. You can also divide the eBook chapters into blog posts to post throughout the holiday season. Ask your staff to contribute chapters to the book, or find the best writer on your team and give them a great opportunity to indulge in a creative project.
Send a Holiday Email Campaigns.
taken from benchmarkemail.com
If you like the idea of sharing healthy tips with your patients this season, but don’t want to create an eBook, you can put your tips into a series of emails. Create a “12 Days of Health” email campaign to send for 12 days during the holiday season. Include educational as well as entertaining content.
If you think that email is boring compared to modern marketing vehicles like Facebook and Twitter, think again. In fact, email is one of the most powerful ways to market your services today. It consistently performs better than any other platform. Do think outside the typical (boring) email design. Many email platforms have a variety of templates you can choose from, including some with holiday themes. Or try a free email service like MailChimp that gives you the opportunity to easily design your own emails, along with many other useful email features—all for free!
Write Your Own “Holiday Story.”
Speaking of eBooks, here’s another idea. You can write your own “holiday story.” For example, do you have a funny or poignant holiday story from your childhood? Or what about your staff members? Everyone loves touching stories, especially this time of year. Imagine how fun it would be for your patients to read a creative story written by their healthcare professionals about the time they caught “Santa Claus” kissing mommy, or you gave the wrong gifts to the wrong people, or the dog ate the dinner ham. Compose them into a small storybook to share with patients. It’s a gift they’ll likely never forget.
Create a Holiday-Themed Blog Series.
If you’re like a lot of businesses, you struggle to keep your blog filled with interesting stories your customers want to read. Now is the perfect time of year to spike your creative juices—and write several new blog posts.
You can enlist your entire staff in the fun. Ask everyone to contribute one interesting holiday story, such as something interesting, unique, or funny that happened in their childhood. Then post them throughout the season on your blog. Don’t forget to include images—research shows images significantly increase the odds that your blog posts get read.
Think Like Google!
Have you ever checked out Google just to see the latest themed version of its logo? Copy Google this season and create a holiday-themed logo on your website. Hire a good graphic designer to, for example, wrap a wreath around your logo or have snow flakes fall down around it. Or you can go even bigger and create a whole winter wonderland scene around your logo. To gain added traction, put your holiday design on all of your social platforms, as well.
Sponsor a Holiday Giving Campaign.
What’s the holiday season without heart-felt giving? Use this time of year to boost holiday cheer by sponsoring a giving campaign. For example, St. Jude’s Children’s Research Hospital created an interactive Christmas tree to engage supporters during the holidays. People were encouraged to decorate their own digital ornament, including a personal message, for the patients at St. Jude’s and the opportunity to give a donation.
Your practice doesn’t need to go all out like St. Jude’s to give your patients the opportunity to give this season. A simpler approach could be to pick a local charity in your community. Patients to make a holiday donation get to feature a holiday photo of themselves on the wall or your waiting room. The campaign will bring good cheer to everyone who visits your practice—as well as to the organization receiving your donations.
Holidays can be hectic, but they are an often-overlooked ideal time to promote medical practices. Use one of our fun holiday promotional ideas or create your own unique campaign to help inspire a happier holiday season in multiple ways.
I was delighted to be asked recently to contribute to a article at Austin Marketing on what to expect in healthcare marketing in 2017. My prediction is that demand for live video will grow in 2017 as consumers want a more immediate and real connection to healthcare brands.
-IMS Health (NYSE:IMS) today announced the launch of the IMS Health AETracker application for Hootsuite — a first-of-its-kind offering that enables life sciences companies to drive compliance and engagement with patients and healthcare providers on social media channels. The new app is available on the Hootsuite App Directory and integrates AETracker — IMS Health’s advanced technology solution for identifying, tracking and reporting adverse events, product complaints and off-label usage in real time — with the Hootsuite platform, the most widely used solution for managing social media. “With Hootsuite’s easy-to-use platform, users can achieve a higher level of social media engagement while also addressing the critical need to detect and report adverse events and other regulatory compliance risks in a timely way.” Tweet this Every life sciences company has multiple forums and “touch points” where patients and healthcare providers share their experiences, ask questions and discuss possible side effects related to their medications. With only a narrow window in which to report adverse events to government regulators, it can be challenging for companies to continuously monitor the vast quantities of data flowing through these enterprise-sponsored accounts on Facebook, Twitter and other social channels. The IMS Health AETracker application for Hootsuite supports client efforts to stay in compliance in markets worldwide. AETracker’s real-time risk detection and 24/7 IMS Health Social Command Center is accessible in the Hootsuite dashboard, which provides clear visualization of social media insights through an easy-to-use engagement console. The integration alleviates the compliance burden for life sciences companies — enabling their marketing employees and agencies to focus on meaningful, efficient engagement with patients and healthcare providers. As part of IMS Health’s Nexxus™ Commercial Application Suite, AETracker is a best-in-class SaaS solution that uses patent-pending algorithms to detect possible adverse events in unstructured data across social media channels, mobile health applications and branded websites. Hootsuite’s highly intuitive dashboard empowers life sciences companies to consolidate multiple social channels into one comprehensive view — enabling efficient tracking and response to patients’ and healthcare providers’ comments, questions and requests. “The integration of the IMS Health AETracker application with Hootsuite makes it easier than ever for our clients to realize the benefits of AETracker,” said Siva Nadarajah, general manager, social media, Technology Solutions, IMS Health. “With Hootsuite’s easy-to-use platform, users can achieve a higher level of social media engagement while also addressing the critical need to detect and report adverse events and other regulatory compliance risks in a timely way.” IMS Health’s Social Command Center is staffed by certified healthcare professionals who evaluate potential threats and trigger reporting usually within an hour of detection by the solution. Additionally, the command center assists with product complaints and off-label risks that could appear in social media conversations. “The IMS Health AETracker app will be a valuable addition to our ecosystem of best-of-breed partners. Hootsuite is seeing significant growth in both the Healthcare and Pharmaceutical industries, and effective, compliant patient engagement is crucial to healthcare providers. IMS Health's industry expertise, global reach and reputation are very complementary and we look forward to a long mutually beneficial relationship," said Cameron Burke, director of Solution Partners at Hootsuite. The Nexxus Commercial Application Suite brings together the most complete and fully connected set of life sciences applications across the commercial continuum, from marketing campaign management and social media monitoring to customer engagement, sales operations and performance management. Hootsuite is the most widely used platform for managing social media, with more than 12 million users including 800 of the Fortune 1000 companies. Hootsuite’s App Directory, the leading app market place for social media management, brings together more than 150 best-of-breed integrations and business applications. IMS Health announced this integration from the eyeforpharma conference in Barcelona, Spain. For more information on the AETracker application for Hootsuite, visit the IMS Health exhibit area (#41–46).
Anywhere you go these days, whether it’s the dentist’s office, grocery store, or restaurant, you’ll of course notice people gazing at their smartphones and surfing the Web. It’s no secret that we spend a great deal of time on various social media networks from Facebook to Twitter to YouTube, among others. In fact, according to Inc., every minute of each day, we collectively upload hundreds of hours of video, pin thousands of images, and share more than 1.7 million photos.
Our activities online don’t only provide a wealth of data useful for marketers and law enforcement — for researchers in Canada, social media may become an important tool for monitoring signs of mental illness, says CBC News. As part of $48 million in federal funding for 76 research teams in Canada, $464,100 was granted to University of Ottawa Professor Diana Inkpen for “social web mining and sentiment analysis for mental illness detection.”
Danika Gagnon, Media Relations for the University says in a recent release that the team includes scientists from University of Ottawa, University of Alberta, and the Université de Montpellier (France), as well as Canada’s Advanced Symbolics, for collecting and sampling the data. The team plans to apply social web mining and sentiment analysis methods to social media data to detect those who are at risk for mental illness. The data will be used to identify negative emotions that are either very strong or that frequently appear over extended periods of time, as well as changes in individual online activities such as suddenly posting very angry or strange messages.
Inkpen says they can then help notify parents, school counselors, or medical professionals whose patients agree to be monitored. Further, Inkpen told CBC that negative emotions could show early signs of possible mental disorders. “It could be depression, it could be anorexia, it could be other kinds of early mental illness signs.”
Related: Surprise! In-person interactions prevent depression better than emails and texts
Just last year, in an effort to combat suicide, Facebook and the University of Washington launched a suicide prevention initiative to help detect and direct those who are exhibiting suicidal tendencies to resources and assistance. Further, social media data from various platforms such as Instagram and Twitter, have increasingly become useful in addressing health matters, from detecting and tracking food-borne illnesses to monitoring underage drinking and gauging patient satisfaction.
The team anticipates that in the future, the algorithms used in the University of Ottawa project may also be used to identify at-risk youth and victims of bullying.
Every year, 470,000 babies die in Africa on the day they are born. In effort to address this avoidable tragedy, a team of doctors from the UK and Kenya have developed a mobile game to train healthcare workers across the continent.The scenario-based mobile gaming platform, called Life-saving Instruction for Emergencies (LIFE), will teach healthcare workers to identify and manage medical emergencies, using game-like training techniques to reinforce ways to save the life of a newborn in distress.
Via Alex Butler
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