Here are the slides I used for my talk at the AMA-DC Special Interest Group. This deck looks back on the impact social media has made across the patient and provider landscape, particularly from a marketer's perspective. It offers an updated review of specific examples over the past year, and provides a vision of what the future may hold. We walk through how hospitals, patient communities, physician networks, pharmaceutical manufacturers, the federal government and private innovators have managed the opportunities and challenges social media provides.

2. 2
Social Media is Part
of our Culture

3. 3
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

4. 4
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

5. 5
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%.

6. 6
But don’t treat social media as another
marketing channel, especially in healthcare

7. 7
Rise of Social Media
in Healthcare

8. 8
648648
Twitter AccountsTwitter Accounts
679679
Facebook pagesFacebook pages
421421
YouTubeYouTube
ChannelsChannels
871 Hospitals have an active Social Media
presence with more than 2,100 sites
*http://ebennett.org/– October 19, 2010
417417
LinkedIn pagesLinkedIn pages

9. 9
3535
Brand Sponsored
Patient Communities
101101
Patient Communities
(Non-Brand Controlled)
4242
Healthcare Professional
Communities
5353
Facebook Sites (Pharma)
77
Marketing Professional
Communities
The Dose of Digital Wiki lists over 200 active
healthcare communities
*Dose of Digital Wiki – October 19, 2010
8686
Twitter Accounts (Pharma &
Healthcare Companies)

10. 10
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

11. 11
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

12. 12
Impact of Social
Media on Healthcare

13. 13
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?

14. 14
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

15. 15
Hospitals Increase
Efforts

16. 16
Henry Ford has an integrated social media
strategy that improves access to information

17. 17
Live-tweeting surgeries has helped educate
both patients and providers

18. 18
The Mayo Clinic has opened a Social Media
Center and planned Healthcare Social Network

19. 19
Inova is one of the first health systems to
actively promote the use of Foursquare

20. 20
Inova runs special offers while patients share
tips from the emergency room

21. 21
Patient Communities
are Expanding

22. 22
Patient Communities are expanding into the
long tail of therapeutic areas

23. 23
WiserPregnancy helps employees make
smarter, cost effective health decisions

24. 24
UCB and PLM created an open community
to capture real-world experiences

25. 25
Inspire offers support groups to more
than 150,000 members

26. 26
Physician Networks
Continue to Grow

27. 27
Physicians utilize a growing number of private
networking sites throughout the world

28. 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

29. 29
Syndicom provides training and networking
opportunities sponsored by industry

30. 30
The co-founder of Epocrates launched
Doximity to provide a mobile physician network

31. 31
ACP launched community to help physicians
implement and use Electronic Health Records

32. 32
Pharma has
Cautiously
Increased its Efforts

33. 33
Sponsored communities for patients and
providers can offer insight and support

34. 34
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. 35
*Courtesy of John Mack
Risks still outweigh perceived benefits for
many in an uncertain regulatory environment

36. 36
Leading to mixed results with different tactics
on facebook for Sanofi and others
Comments
removed
Discussions
encouraged

37. 37
Private Sector is
Fueling Innovation

38. 38
Yammer is gaining widespread adoption as an
internal collaboration tool within pharma

39. 39
iGuard offers crowdsourced product reviews
from 2 million registered users

40. 40
Social games are changing healthcare
outcomes by making exercise social and fun

41. 41
HHS, CDC & FDA
are Making a
Difference

42. 42
CDC has improved communication and
expanded access to health information

43. 43
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

44. 44
HHS announced a social Initiative to improve
health through the power of information
Community Health
Data Initiative

45. 45
RECs and HIEs are driving the adoption of
Health IT through social tools

46. 46
The Future Offers
More than Marketing

47. 47
(Data + Tools)*Innovation =
True Collaboration
We can improve outcomes and reduce
healthcare costs through social media

48. 48
Imagine a future where patients, providers &
healthcare organizations can collaborate freely

49. 49
Thank You AMA-DC!
Joel Selzer
Co-Founder & CEO - Ozmosis
http://twitter.com/jbselz
http://www.facebook.com/joel.selzer
(202) 595-8005
joel@ozmosis.com