Social Media "Likes" Healthcare: From Marketing To Social Business (Report) - Pwc Health Research Institute Page 21
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40Listen, participate
knowing — it can involve looking at
handle on negative chatter. On a posi-
company or brand sentiment, tracking
tive note, companies that “listen” well
and engage through
touchpoints to various social media
draw new ideas for services and use
external forums
sites, and analyzing comments and
patient-reported health information to
Markets can shift quickly, and social
discussions for qualitative patterns.
inform the business.
media enables organizations to gauge
the pulse of the public to diffuse a
Here’s an example. Nurses within
“No one has fully tapped into the
problem or tap new opportunities.
a social network were discussing
explosion of socially generated data
(See Figure 12.)
defects with a specific drug. The drug
to understand what it means,” said
maker’s executives had no knowl-
Kevin Noble, director of interactive
Listen
edge of the defects — or the nurses’
marketing at Genentech. “My percep-
discussions — until the chatter was
tion is that the next level of intercon-
“One of the greatest risks of social
discovered by regulatory authorities
nectedness will be between pools of
media is ignoring social media,” said
on one of the drug company’s social
people who weren’t previously that
Don Sinko, chief integrity officer of
media sites. After this experience,
close. Social media has the ability to
Cleveland Clinic. “It’s out there, and
the company quickly established a
pull together a fragmented industry,
people are using it whether you like
capability to mine information from
with the patients and their informa-
it or not. You don’t know what you
the social online community to get a
tion in the center.”
don’t know.” “Listening” is the start to
Figure 12: Social media participation model for businesses
Actively monitor and capture conversations to
– Company/brand
Listen
analyze and understand the meaning of what is
sentiment
being said, the sentiment of the discussion, and
– New discoveries
what influence it has over audiences
– Patient outcomes
Proactively post and publish content on social
– Sponsor
Participate
media-enabled platforms to communicate a
education
message to an audience, but not necessarily
– Corporate
engage them in a conversation
messaging
Actively interact in one-to-one, one-to-many
– Customer service
Engage
or many-to-many conversations within social
– Fundraising
media in order to freely exchange information
– Champion a
and advance a discussion
health related
event or condition
Source: PwC Health Research Institute
An in-depth discussion
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