1. Social media and patient engagement 15/11/13

2. Today 57% of UK population use social media 61% of adults used the internet ‘on the go’ Source: Office of National Statistics, August 2013

3. Digital…is now part of daily life In 2007, only one in five adults (18%) used the Internet to access health information using websites In 2013, 43% of adults had used the internet to find health information online. For those aged 25-34 the rate of use increased to nearly 6 in 10 (59%). Source: ONS, August 2013

4. Social Media

6. How are brands being social? Picture of an Oreo cookie has more than 20,000 “likes” on Facebook.

7. The Daily Twist taps into pop culture, but with an Oreo twist … it is a real-time reflection of a trending topic.

8. Low cost airline Increasing customer service reach without large scale call centre The airline that replies to the highest percentage of tweets in the world

9. @DellOutlet $6.5 million in 18 months Ideastorm revolutionized corporate research and development 24,000 Dell employees have undergone social media training “The crucial word you hear at Dell today is “relationship.” - Jeff Jarvis Social enterprise

10. How are brands using it? BrandUse OreoBrand awareness/extension Air AsiaCustomer support DellProduct development / research / sales Patient.co.uk…

11. Social media at Patient.co.uk Engagement & relationship building Builds brand awareness People power – discussion and debate News and feedback Audience feel valued/celebrated Taps into trusted networks Drives site traffic What’s our strategy? Why does it matter?

12. Patient.co.uk on Facebook Intelligent, friendly tone of voice Post once a day Test, measure, learn Ask Qs & for actions Merge offline + online 46K fans

15. No smoking day: 100,000 people reached with 3k followers Make our content relevant to what people are talking about Power of celebrity - engaging Social media & Sarah’s blogs

17. Our Patient poster…. …also got noticed online 63 likes 70 stories

18. Patient.co.uk on Twitter Three audiences – patient & profs & media Add to conversations/trending Use of # [hashtags] e.g. #charityTuesday One-to-one relationships Useful tools: Hootsuite & Followerwonk Crowdbooster.com for KPIs

19. Adding to existing conversations through hashtags Shared decision Pif conference and follow up debate Profile building and brand awareness http://www.patient.co.uk/decision- aidshttp://www.patient.co.uk/decision- aids

20. 1-2-1 conversations Positive and negative feedback Build relationships

23. Is it working? Since Feb 2012… 46,000 + page likes 1,700 people talking about us per month Over 180,000 people reached per month Generated 148,000 + pageviews to Patient.co.uk since launch 9.900 + followers 1,800 retweets and mentions per month Connected with several influential followers Generated 21,500 pageviews to Patient.co.uk since launch

24. Patient. co.uk Patient Access EMIS Wellbeing assessment Content - Clinical - Blogs - Wellbeing Apps App Healthy goals programme Social media

25. Current score: 68 Optimum score: 93 #MyHealthComp #MyHealth MyHealth: myhealth.patient.co.uk

26. Social is embedded…

27. Which channel? PatientProfessional

28. Need to engage! BroadcasterCommunitarian Sees social media as simply another channel through which to continue traditional habits of speaking “at” people. Sees its role as engaging, listening, responding, and supporting communities of individuals Social media is little more than a reformatted press release or traditional report to be consumed by passive recipients. Broadly two types: communities of practice and communities of interest. (professionals vs patients) http://m.hsj.co.uk/5047833.article

29. Adopt a fluid strategy – plan & be reactive Be open – ask questions & allow comment High quality, multi-media content Assign a social media ‘handler’ Avoid hard sell - inform/help/inspire/tell stories Integrate activity with offline world Analyse your results – develop KPIs Key guiding principles

30. Summing up… Share your content & customers’ views/experiences Discuss don’t just broadcast Think photos & video, not only text Keep monitoring/analysing Stick to a regular frequency

31. Questions? @patientuk /patientuk