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Physicians - the missing link …
… in the evolution of hospital
marketing
Why do people pick certain
hospitals?
…decisions
Contents are proprietary and confidential.
DAMN
IT, JIM!
I ASKED FOR AN iPAD!
We’ve known
for years that
the internet
was doctors’
#1 source of
medical
information1
61% of physicians
consult social media weekly for medical information2
Physicians are the missing link
In the evolution of hospital marketing
Understanding, Engaging and Activating physicians in the digital age
61% of physicians consult social media
weekly for medical information
There is a new KOL emerging. Physicians are
no longer just prescribers. They are the media.
The 1st and only database in the world to map physicians’
digital footprint to their national physician registry
The
MDigitalLife
dataset
Connects online and offline behavior
such as referral patterns, prescribing
history & Medicare billing
479,395
physician digital footprints
mapped as of August 6, 2014
Debuted at the Mayo Clinic in
October 2012
MDigitalLife Doctors
500+
100+
10+
1-9
50+
300+
bit.ly/mdlpw514
8
What’s actually happening today?
Contents are proprietary and confidential.
Average followers for a hospital twitter account
2,974
46.5 K 29.6 K 4,037
Contents are proprietary and confidential.
Average followers - Texas hospital twitter accounts
7
12
13
15
9
3
0
2
4
6
8
10
12
14
16
<100 100 - 329 330 - 999 1,000 - 2,999 3,000 - 9,999 >10,000
2,395
46% have over
1,000 followers
Contents are proprietary and confidential.
Average tweeting doctors affiliated with a hospital
10.9
156 75 37
Contents are proprietary and confidential.
Average tweeting affiliated with Texas hospitals
0
20
40
60
80
100
120
140
160
180
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59
average = 13
Contents are proprietary and confidential.
Percentage of tweeting doctors affiliated with a hospital
1.34%
5.4% 3.2 % 2.9 %
Lets look at the numbers
The average hospital follows how many of their doctors who are on
twitter?
average = 4
9 %
Lets look at the numbers
The average hospital follows what percent of their doctors who are
on twitter?
.92 %
5.4% 2.7 %13 %
Lets look at the numbers
On average, how many times has a hospital @mentioned one of
it’s doctors on twitter?
average = 6
369
Lets look at the numbers
On average, how many times has a hospital @mentioned one of
it’s doctors on twitter?
6.24
5.4% 561,655
Lets look at the numbers
On average, how many times have doctors @mentioned their
hospital on twitter?
average = 11
166
Lets look at the numbers
On average, how many times have doctors @mentioned their
hospital on twitter?
11.3
5.4% 151,829
Contents are proprietary and confidential.
Larger hospitals & systems connect more with docs
• The largest quartile of providers have the highest
rate of tweeting docs
Contents are proprietary and confidential.
Larger hospitals & systems connect more with docs
• The largest quartile of providers have the highest
rate of tweeting docs
• Their doctors are more likely to follow their
accounts & to mention their affiliation in their
twitter bios
Contents are proprietary and confidential.
Larger hospitals & systems connect more with docs
• The largest quartile of providers have the highest
rate of tweeting docs
• Their doctors are more likely to follow their
accounts & to mention their affiliation in their
twitter bios
• They’re also 2x as likely to follow and mention their
docs as smaller providers
[YAWN]
[YAWN]
But let’s dissect that –
And look more deeply at the largest organizations.
Contents are proprietary and confidential.
Hospitals that mention their docs have more followers
•  Among the 100 largest organizations:
•  The 10 that mentioned a bigger percentage of their doctors had
151% More followers than their peers
(8,075 to 5,358)
Contents are proprietary and confidential.
Hospitals that follow their docs have more followers
•  Among the 100 largest organizations:
•  The 10 that followed a bigger percentage of their doctors had
178% More followers than their peers
(8,550 to 4,792)
Contents are proprietary and confidential.
Hospitals with more tweeting docs have more followers
•  Among the 100 largest organizations:
•  The 10 that with the highest percentage of doctors on twitter had
240% More followers than their peers
(11,839 to 4,931)
Contents are proprietary and confidential.
•  Rhode Island Hospital is #1
in mentioning its docs
(33%)
But it’s about engagement too …
Contents are proprietary and confidential.
•  Rhode Island Hospital is #1
in mentioning its docs
(33%)
But it’s about engagement too …
… and gets 2x more
engagement than
Which doesn’t mention its
doctors at all.
Contents are proprietary and confidential.
Seattle Children’s gets 3 ½ RTs for
each of its tweets.
Leading with the physician’s voice pays
Contents are proprietary and confidential.
Seattle Children’s gets 3 ½ RTs for
each of its tweets.
But when it @mentions Wendy
Sue Swanson
(@SeattleMamaDoc),
Leading with the physician’s voice pays
Contents are proprietary and confidential.
Seattle Children’s gets 3 ½ RTs for
each of its tweets.
But when it @mentions Wendy
Sue Swanson
(@SeattleMamaDoc),
Its RT rate is 25% higher.
Leading with the physician’s voice pays
Contents are proprietary and confidential.
•  Every HCP at Swedish
has recorded an
introductory video
•  More than 100 blog on
their platform
•  They provide “almost
all” of the content
shared by MarComm
at Swedish
You can even be their platform
Contents are proprietary and confidential.
Are mentioned 19x more often
by their doctors.
Hospitals who’ve mentioned at least 1 of their docs …
Contents are proprietary and confidential.
Hospitals who’ve mentioned at least 1 of their docs …
Are mentioned 19x more often
by their doctors.
Except in
Where they’re mentioned 27x
more often.
Contents are proprietary and confidential.
OH NO!
MY CMO JUST FOLLOWED
ME ON TWITTER!
MAKING
THE
TRENDS
WORK
FOR YOU
Contents are proprietary and confidential.
Activating your physicians
GUIDELINES
FIND
SUBSCRIBE MONITOR
PROMOTE
ASK TO SHARE
Set guidelines
•  Be transparent
•  Provide resources
Contents are proprietary and confidential.
Activating your physicians
GUIDELINES
Find your doctors
•  Search online
•  Ask
Contents are proprietary and confidential.
Activating your physicians
GUIDELINES
FIND
Subscribe to their content
•  Follow on twitter
•  Subscribe to blogs/YouTube
Contents are proprietary and confidential.
Activating your physicians
GUIDELINES
FIND
SUBSCRIBE
Monitor and coach
•  Learn how they
operate
•  Guide and coach as
necessary
Contents are proprietary and confidential.
Activating your physicians
GUIDELINES
FIND
SUBSCRIBE MONITOR
Promote their content
•  Share their blog
posts and videos
•  Retweet them
Contents are proprietary and confidential.
Activating your physicians
GUIDELINES
FIND
SUBSCRIBE MONITOR
PROMOTE
Ask them to share your content
Don’t be shy
Say please!
Contents are proprietary and confidential.
Activating your physicians
GUIDELINES
FIND
SUBSCRIBE MONITOR
PROMOTE
ASK TO SHARE
Greg Matthews @chimoose
Contents are proprietary and confidential.
1 Understanding the Factors That Influence the Adoption and
Meaningful Use of Social Media by Physicians to Share Medical
Information. Journal of Medical Internet Research, Vol 14 No 5.
September 24, 2012
2 What Health Info Do Consumers Seek Online?. eMarketer, February
28, 2013
References:

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Physicians - The Missing Link in Hospital and Health System Marketing

  • 1. Physicians - the missing link … … in the evolution of hospital marketing
  • 2. Why do people pick certain hospitals? …decisions
  • 3. Contents are proprietary and confidential. DAMN IT, JIM! I ASKED FOR AN iPAD! We’ve known for years that the internet was doctors’ #1 source of medical information1
  • 4. 61% of physicians consult social media weekly for medical information2
  • 5. Physicians are the missing link In the evolution of hospital marketing
  • 6. Understanding, Engaging and Activating physicians in the digital age 61% of physicians consult social media weekly for medical information There is a new KOL emerging. Physicians are no longer just prescribers. They are the media. The 1st and only database in the world to map physicians’ digital footprint to their national physician registry The MDigitalLife dataset Connects online and offline behavior such as referral patterns, prescribing history & Medicare billing 479,395 physician digital footprints mapped as of August 6, 2014 Debuted at the Mayo Clinic in October 2012
  • 9. Contents are proprietary and confidential. Average followers for a hospital twitter account 2,974 46.5 K 29.6 K 4,037
  • 10. Contents are proprietary and confidential. Average followers - Texas hospital twitter accounts 7 12 13 15 9 3 0 2 4 6 8 10 12 14 16 <100 100 - 329 330 - 999 1,000 - 2,999 3,000 - 9,999 >10,000 2,395 46% have over 1,000 followers
  • 11. Contents are proprietary and confidential. Average tweeting doctors affiliated with a hospital 10.9 156 75 37
  • 12. Contents are proprietary and confidential. Average tweeting affiliated with Texas hospitals 0 20 40 60 80 100 120 140 160 180 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 average = 13
  • 13. Contents are proprietary and confidential. Percentage of tweeting doctors affiliated with a hospital 1.34% 5.4% 3.2 % 2.9 %
  • 14. Lets look at the numbers The average hospital follows how many of their doctors who are on twitter? average = 4
  • 15. 9 % Lets look at the numbers The average hospital follows what percent of their doctors who are on twitter? .92 % 5.4% 2.7 %13 %
  • 16. Lets look at the numbers On average, how many times has a hospital @mentioned one of it’s doctors on twitter? average = 6
  • 17. 369 Lets look at the numbers On average, how many times has a hospital @mentioned one of it’s doctors on twitter? 6.24 5.4% 561,655
  • 18. Lets look at the numbers On average, how many times have doctors @mentioned their hospital on twitter? average = 11
  • 19. 166 Lets look at the numbers On average, how many times have doctors @mentioned their hospital on twitter? 11.3 5.4% 151,829
  • 20. Contents are proprietary and confidential. Larger hospitals & systems connect more with docs • The largest quartile of providers have the highest rate of tweeting docs
  • 21. Contents are proprietary and confidential. Larger hospitals & systems connect more with docs • The largest quartile of providers have the highest rate of tweeting docs • Their doctors are more likely to follow their accounts & to mention their affiliation in their twitter bios
  • 22. Contents are proprietary and confidential. Larger hospitals & systems connect more with docs • The largest quartile of providers have the highest rate of tweeting docs • Their doctors are more likely to follow their accounts & to mention their affiliation in their twitter bios • They’re also 2x as likely to follow and mention their docs as smaller providers
  • 24. [YAWN] But let’s dissect that – And look more deeply at the largest organizations.
  • 25. Contents are proprietary and confidential. Hospitals that mention their docs have more followers •  Among the 100 largest organizations: •  The 10 that mentioned a bigger percentage of their doctors had 151% More followers than their peers (8,075 to 5,358)
  • 26. Contents are proprietary and confidential. Hospitals that follow their docs have more followers •  Among the 100 largest organizations: •  The 10 that followed a bigger percentage of their doctors had 178% More followers than their peers (8,550 to 4,792)
  • 27. Contents are proprietary and confidential. Hospitals with more tweeting docs have more followers •  Among the 100 largest organizations: •  The 10 that with the highest percentage of doctors on twitter had 240% More followers than their peers (11,839 to 4,931)
  • 28. Contents are proprietary and confidential. •  Rhode Island Hospital is #1 in mentioning its docs (33%) But it’s about engagement too …
  • 29. Contents are proprietary and confidential. •  Rhode Island Hospital is #1 in mentioning its docs (33%) But it’s about engagement too … … and gets 2x more engagement than Which doesn’t mention its doctors at all.
  • 30. Contents are proprietary and confidential. Seattle Children’s gets 3 ½ RTs for each of its tweets. Leading with the physician’s voice pays
  • 31. Contents are proprietary and confidential. Seattle Children’s gets 3 ½ RTs for each of its tweets. But when it @mentions Wendy Sue Swanson (@SeattleMamaDoc), Leading with the physician’s voice pays
  • 32. Contents are proprietary and confidential. Seattle Children’s gets 3 ½ RTs for each of its tweets. But when it @mentions Wendy Sue Swanson (@SeattleMamaDoc), Its RT rate is 25% higher. Leading with the physician’s voice pays
  • 33. Contents are proprietary and confidential. •  Every HCP at Swedish has recorded an introductory video •  More than 100 blog on their platform •  They provide “almost all” of the content shared by MarComm at Swedish You can even be their platform
  • 34. Contents are proprietary and confidential. Are mentioned 19x more often by their doctors. Hospitals who’ve mentioned at least 1 of their docs …
  • 35. Contents are proprietary and confidential. Hospitals who’ve mentioned at least 1 of their docs … Are mentioned 19x more often by their doctors. Except in Where they’re mentioned 27x more often.
  • 36. Contents are proprietary and confidential. OH NO! MY CMO JUST FOLLOWED ME ON TWITTER! MAKING THE TRENDS WORK FOR YOU
  • 37. Contents are proprietary and confidential. Activating your physicians GUIDELINES FIND SUBSCRIBE MONITOR PROMOTE ASK TO SHARE
  • 38. Set guidelines •  Be transparent •  Provide resources
  • 39. Contents are proprietary and confidential. Activating your physicians GUIDELINES
  • 40. Find your doctors •  Search online •  Ask
  • 41. Contents are proprietary and confidential. Activating your physicians GUIDELINES FIND
  • 42. Subscribe to their content •  Follow on twitter •  Subscribe to blogs/YouTube
  • 43. Contents are proprietary and confidential. Activating your physicians GUIDELINES FIND SUBSCRIBE
  • 44. Monitor and coach •  Learn how they operate •  Guide and coach as necessary
  • 45. Contents are proprietary and confidential. Activating your physicians GUIDELINES FIND SUBSCRIBE MONITOR
  • 46. Promote their content •  Share their blog posts and videos •  Retweet them
  • 47. Contents are proprietary and confidential. Activating your physicians GUIDELINES FIND SUBSCRIBE MONITOR PROMOTE
  • 48. Ask them to share your content Don’t be shy Say please!
  • 49. Contents are proprietary and confidential. Activating your physicians GUIDELINES FIND SUBSCRIBE MONITOR PROMOTE ASK TO SHARE
  • 51. Contents are proprietary and confidential. 1 Understanding the Factors That Influence the Adoption and Meaningful Use of Social Media by Physicians to Share Medical Information. Journal of Medical Internet Research, Vol 14 No 5. September 24, 2012 2 What Health Info Do Consumers Seek Online?. eMarketer, February 28, 2013 References: