Healthcare Marketers Discussing Social Media

Over on the Society for Healthcare Strategy and Market Development Marketing ListServ there's a nice discussion of social and new media tactics, traditional media and more. Below were my thoughts:

UPDATE (afternoon 2/2):

A brief anecdotal aside if I may...

I've been at home today with a sick toddler. Early in the day I Twittered that I'd be home with her and that a visit to the doctor was imminent. Over the course of the day I received no fewer than two dozen messages and comments through Facebook discussing my daughter's health, comparing her ear ache to those of my friend's children, asking about the antibiotic she was put on, where we filled the prescription, wondering what Southside Richmond doc I took her to, asking about her ear tubes and at least just well wishes that she feels better. While I'm a plugged-in guy, these others were largely women and men of no more savvy than your average Gen X working parent, from around my local region to outside the state (only one was actually a relative of mine; two of them work in healthcare, one a doc). All conversations happened behind at least one privacy wall (such as a Facebook friends list, or direct message). The role for healthcare isn't crystal clear, but it does show the role social media is playing whether institutions are there or not.

And this was just for a simple ear infection...

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A few comments, as I can't help myself but to jump in. Not only do Istrategize new media for ND&P,myPhDfocuswas in generationaldifferences and technology; I have the self-control of a ferret when it comes to NOT talking about this stuff:

- We have to be careful with just how fast this landscape is shifting.That Boomer study, [essentially saying Boomers didn't use social networks] just a few months later, was challenged by NPD'sthat showed 41% of those 44-61 had visited social networking sites.http://tinyurl.com/4sbahr

- Forrester research and ComScore both have Facebook growing at over450,000 new users a day. That's up from this time last year when itwas just 250,000/day. But there's another even more importantstatistic: 40% of those new users each day are over the age of 35.That's pretty stunning, and incredibly potent. Facebook users tend tobe well-educated, often female (60/40 f/m)... or in better healthcare terms, influencers and payers. There's a great book & site called Groundswell that gets into much of this:
http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html

- Here is a relatively up-to-date list of hospitals utilizingFacebook, Twitter and more: http://ebennett.org/hsnl/ It currently shows: "153 Hospitals, 67 on Facebook, 109 on YouTube, 53on Twitter"

- The word "blog" is more passe than the concept; you'll find thatmost Tweets on Twitter are linking to blog, news or other media posts;quite often what someone can't fit into 140 characters on Twitter theywill simply link to finish their thought. The concept ofmicroblogging isn't that new—we've been watching it roll past the screen on CNN for years.

- And if I can be a cynical X'er for a moment: take what Newsweek saysis an "out" media with a grain of salt[Newsweek had snarkily said Twitter was a communication medium on it's way out], Newsweek is losing half a millionreaders a year while Facebook gains about that many a day. :)http://tinyurl.com/cgnygw

Often this all comes down to how we define "engagement" in this newspace, the "how" rather than "who" becoming increasingly important.While some Boomers might scoff at the idea of being on Facebook andterms like "new media" - they are busy reading reviews online, ratingon Amazon and appearing in both niche and popular social networks.It's not unlike the trend that Boomers do not want to be referred toas "old" or in a linear life trajectory, but rather just a part ofanother life cycle; about as soon as it is suggested Boomers don't,shouldn't or can't be on social networks, that's when they'll come indroves, at figures even higher than that 41%.

And while we often become ensnared in the language, we're really talking about some incredibly familiar topics. In fact, social media can help healthcare get BACK to the roles it used have with the community at large. A common but potent example is affinity groups. It used to be that healthcare institutions helped to form the local young mother's groups and illness survivor cohorts. Now? These people find themselves online. Young mothers gather completely unaided and unconnected to the local medical institutions online, often regardless of socioeconomic status. Survivors may or may not be bound by geographic boundaries in finding solace with those like them. And it's not just the general public, just visit in www.Sermo.com or search for nurses groups on Facebook.

-Dean