Social Media "Likes" Healthcare: From Marketing To Social Business (Report) - Pwc Health Research Institute Page 30

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Define the social elements of
As discussed in this report, patient-
A key issue is the massive amount of
a complete patient profile
unstructured data. For example, struc-
reported data is already being
captured within online communities,
tured data such as diagnosis codes and
Even within one health organization,
procedure codes is captured, but data
where individuals are made aware
there are multiple, one-dimensional
that their data is aggregated and
such as how much pain an individual
views of a patient. Having a single
shared with interested parties. They
is feeling is not. They require more
view of the patient creates opportuni-
sophisticated data mining techniques,
are also able to see their progress
ties for improved care. Companies
compared to other patients who have
such as natural language processing or
must first understand stakeholder
other “listen and interpret” technology.
similar conditions. Companies inter-
demands for this information. For
ested in taking advantage of patient
And given that organizations have yet
example, in a provider setting, physi-
to take full advantage of the structured
self-reported data must proceed
cians and other caregivers may find
with transparency and the proper
data available (i.e. databases, flat files),
lifestyle information helpful to create
individual permissions. This would
developing ways to understand these
a care plan. Pharmaceutical compa-
less structured sources may be quite
include a review of how to incorporate
nies may find self-reported data
social data use into the company’s
difficult, time-consuming and still
helpful on how an individual is
require much human intervention.
privacy and security policies.
Social media data presents similar
challenges. (See Figure 15.)
Figure 15: Top concerns for organizations related to social media
in descending order from top concerns to least concerns
How to start integrating
social data
Integrating social media data/analytics into your organization
Patient perceptions, knowledge, and
behaviors that influence a patient’s
Measuring the effectiveness/linking to ROI
health could be gleaned by properly
integrating social media data. “Through
Educating staff on how to effectively use social media
social media, we can learn what people
want to do to make their health better–
Keeping up with the pace of technology change
what their obstacles are, what their
Responding to information identified via social media
motivations and interests are, what
they struggle with, and what informa-
Sharing of patient identifiable information/HIPAA violations
tion they need,” said Kevin Abramson,
director of marketing planning for
Identifying qualified staff to work on social media
OptumHealth, a health management
Decreased staff productivity
solutions company that serves both indi-
viduals and organizations. “The ques-
tion is: how can we use this information
to better understand the outcomes we
Source: PwC e-Health Initiative Survey, 2011
see in the claims data?”
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PwC Health Research Institute
| Social media “likes” healthcare

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