2

Social Media is Part of our Culture

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1. Google

2. Facebook

3. Yahoo

4. YouTube

5. Amazon

6. Wikipedia

7. Twitter

8. Ebay

9. Blogger

10. Craigslist

11. WindowsLive

12. MSN

13.Go

14. LinkedIn

15. Bing

16. AOL

17. ESPN

18. CNN Interactive

19. MySPace

20. Wordpress

*http://www.alexa.com/topsites/countries/US October 20, 2010

Eight of the top 20 most visited sites in the U.S. are social media sites

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More than 700 billion minutes are spent on Facebook each month (worldwide)

More than 150 million people access Facebook from their mobile devices

More than 500 million active users

50% of active users log on to Facebook in any given day

Facebook has changed the world

*Facebook Statistics October 20, 2010

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CNN study shows that news shared by peers drives increased brand loyalty by 27%

http://cnninternational.presslift.com/socialmediaresearch

43% 43% of news sharing comes from social media networks, following by email 30%30%, SMS 15%15% and IM

12%12%.

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But don’t treat social media as another marketing channel, especially in healthcare

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Rise of Social Media in

Healthcare

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648 648 Twitter AccountsTwitter Accounts

679 679 Facebook pagesFacebook pages

421 421 YouTube ChannelsYouTube Channels

871 Hospitals have an active Social Media presence with more than 2,100 sites

*http://ebennett.org/– October 19, 2010

417417LinkedIn pagesLinkedIn pages

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3535Brand Sponsored

Patient Communities

101101Patient Communities

(Non-Brand Controlled)4242

Healthcare Professional Communities

5353Facebook Sites (Pharma)

77Marketing Professional

Communities

The Dose of Digital Wiki lists over 200 active healthcare communities

*Dose of Digital Wiki – October 19, 2010

8686Twitter Accounts (Pharma &

Healthcare Companies)

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Adults are turning to the web and social media for health information

61% 61% of American adults looked online for health information in 2009, up from

46%46% percent in 2000.

*Pew Internet Life Project– 2009

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Physicians continue to embrace social media as a professional tool

of physicians engage online as part of their clinical workflow

of physicians are interested in or already use physician social networks

84%84%

71%71%

*Manhattan Research – Taking the Pulse v9

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Impact of Social Media on

Healthcare

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Social media helps healthcare organizations solve marketing needs

HOW DO YOU:

1.Make it easier for patients and providers to better understand the products and services you offer?

2.Demonstrate your clinical expertise to create a competitive advantage?

3.Build trust and deliver valued information and services?

4.Identify market trends and listen to your customers / competitors?

5.Measure results and compare outcomes?

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Social media requires a clear strategy to overcome inherent challenges and risks

•Increased transparency and privacy concerns

•Loss of control over your message

•Regulatory uncertainty

•Failure to properly engage patients and providers

•Damaged reputation

Most importantly, Social Media fails when you don’t deliver value to your

targeted audience

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Hospitals Increase Efforts

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Henry Ford has an integrated social media strategy that improves access to information

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Live-tweeting surgeries has helped educate both patients and providers

18

The Mayo Clinic has opened a Social Media Center and planned Healthcare Social Network

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Inova is one of the first health systems to actively promote the use of Foursquare

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Inova runs special offers while patients share tips from the emergency room

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Patient Communities are

Expanding

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Patient Communities are expanding into the long tail of therapeutic areas

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WiserPregnancy helps employees make smarter, cost effective health decisions

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UCB and PLM created an open community to capture real-world experiences

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Inspire offers support groups to more than 150,000 members

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Physician Networks Continue to Grow

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Physicians utilize a growing number of privatenetworking sites throughout the world

28

Ozmosis enables physicians to learn from colleagues they trust

Professional application of a social network enables licensed MDs and DOs to exchange medical knowledge

Real physician identities are properly verified and clearly displayed to all members

Physicians interact in a private and secure community free from commercial activities

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Syndicom provides training and networking opportunities sponsored by industry

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The co-founder of Epocrates launched Doximity to provide a mobile physician network

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ACP launched community to help physicians implement and use Electronic Health Records

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Pharma has Cautiously

Increased its Efforts

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Sponsored communities for patients and providers can offer insight and support

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48% 48% of parent companies have a presence on Facebook

28% 28% of branded sites have Facebook as a top-5 referral site

60% 60% of parent companies have a presence on Twitter, with an average growth in followers of 31% from February to March 2010

36% 36% of parent companies have a presence on YouTube

*Digital IQ Index – L2

However, only 19% of Pharmaceutical brands are on at least one social media platform

35*Courtesy of John Mack

Risks still outweigh perceived benefits for many in an uncertain regulatory environment

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Leading to mixed results with different tactics on facebook for Sanofi and others

Comments removed

Discussions encouraged

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Private Sector is Fueling Innovation

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Yammer is gaining widespread adoption as aninternal collaboration tool within pharma

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iGuard offers crowdsourced product reviews from 2 million registered users

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Social games are changing healthcare outcomes by making exercise social and fun

41

HHS, CDC & FDA are Making a

Difference

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CDC has improved communication and expanded access to health information

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During the H1N1 public health crisis, CDC alerted patients and providers

CDC had less than 1,000 Twitter followers in March 2009…today they have over 1,242,000

CDC’s H1N1 video has more than 2,087,000 views

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HHS announced a social Initiative to improve health through the power of informationCommunity Health Data Initiative

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RECs and HIEs are driving the adoption of Health IT through social tools

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The Future Offers More than Marketing

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(Data + Tools)*Innovation = True Collaboration

We can improve outcomes and reduce healthcare costs through social media

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Imagine a future where patients, providers & healthcare organizations can collaborate freely

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Thank You AMA-DC!

Joel SelzerCo-Founder & CEO - Ozmosis

http://twitter.com/jbselzhttp://www.facebook.com/joel.selzer(202) 595-8005joel@ozmosis.com