1 built different. better data. better decisions.

2 IntroductionIntroduction

3 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

Health Seekers Online – When Do They Search? Peer-to-Peer Healthcare – , Pew Internet & American Life Project The Online Healthcare Revolution and the Rise of e-Patients and e-Caregivers – , 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? Peer-to-Peer Healthcare – , Pew Internet & American Life Project The Online Healthcare Revolution and the Rise of e-Patients and e-Caregivers – , Pew Internet & American Life Project

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

The Power of Listening Monitoring your presence online to Understand your digital presence Understand your digital presence Gather basic data for setting benchmarks Gather basic data for setting benchmarks Determine where your audience lives online Determine where your audience lives online Audit your messaging Audit your messaging

Applying Online Data to Healthcare Initiatives

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

Listen locally, regionally, or nationally? How far back do I need to look? Where should I be looking? Listen locally, regionally, or nationally? How far back do I need to look? Where should I be looking? Define Your Scope

Look for the terms that are around your specific facility 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 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 Explore the terms that will bring back data you don’t want to see – (-accident –trauma –obituary –police –funeral) Define Your Language

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

Which, if any, social network does your audience utilize? Which, if any, social network does your audience utilize? Are health-seekers more likely to discover information about you via a news channel? 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? How much reference or informational material is a health-seeker likely to find? Where should you target your messaging or engagement efforts? Where should you target your messaging or engagement efforts? Where Is Your Audience?

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

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

Understanding what information your audience may find about you is as important as what your audience is saying about you 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 Knowing where to focus your efforts saves valuable time and resources Building a strategy around measurable data will keep your efforts focused Building a strategy around measurable data will keep your efforts focused Translating those efforts into ROI promotes executive buy-in Translating those efforts into ROI promotes executive buy-in ConclusionsConclusions

19 built different. better data. better decisions. Thank you from Tracy Panko & Aaron Weber spiral16.comspiral16.com