built different. better data. better decisions.
spiral16 Introduction Since 2007, Spiral16 has been helping health brands, facilities, and service providers understand their presence online.
spiral16 Health Seekers 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.
spiral16 Health Seekers Online – When Do They Search? Peer-to-Peer Healthcare – 2.28.11, Pew Internet & American Life Project The Online Healthcare Revolution and the Rise of e-Patients and e-Caregivers – 11.3.03, Pew Internet & American Life Project
spiral16 What are they searching for? • 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 Peer-to-Peer Healthcare – 2.28.11, Pew Internet & American Life Project The Online Healthcare Revolution and the Rise of e-Patients and e-Caregivers – 11.3.03, Pew Internet & American Life Project
spiral16 Why Are Health Seekers Searching? • 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 Peer-to-Peer Healthcare – 2.28.11, Pew Internet & American Life Project The Online Healthcare Revolution and the Rise of e-Patients and e-Caregivers – 11.3.03, Pew Internet & American Life Project
spiral16 How Are Health Seekers Searching? The vast majority begin their searches via Google (or a similar search engine) – not via social network channels or medical sites Peer-to-Peer Healthcare – 2.28.11, Pew Internet & American Life Project The Online Healthcare Revolution and the Rise of e-Patients and e-Caregivers – 11.3.03, Pew Internet & American Life Project
spiral16 How can this translate to strategy?
spiral16 The Power of Listening • Monitoring your presence online to • Understand your digital presence • Gather basic data for setting benchmarks • Determine where your audience lives online • Audit your messaging
spiral16 Applying Online Data to Healthcare Initiatives
spiral16 Define Your Objective 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?
spiral16 Define Your Scope • Listen locally, regionally, or nationally? • How far back do I need to look? • Where should I be looking?
spiral16 Define Your Language • 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)
spiral16 Discover Your Influencers • Is your corporate or official landing page a likely destination? • Do your physicians show up on public rating sites? How likely are those pages to be found? • What community or local pages generate conversation around your facilities and services? • What kind of message are those other sites broadcasting about you?
spiral16 Where Is Your Audience? • 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?
spiral16 Setting Benchmarks • 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?
spiral16 Selling It Up With Measured Success • Targeted messaging to the channels where your audience already lives. • Measuring how your communication alters the language health seekers are likely to see • Responding to damaging reviews or comments • Proactively connecting patients with advocacy and service professionals • Growing participation in education and health behavior initiatives
spiral16 Conclusions • 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
Thank you from Aaron Weber Tracy Panko & @dadsbigplan @tracypanko built different. better data. better decisions. spiral16.com| @spiral16 | firstname.lastname@example.org | 913-944-4500