HEALTHCARE & SOCIAL MEDIA

Comme chaque année depuis 12 ans je vous propose une nouvelle version de mon panorama des médias sociaux. Cette douzième version est particulièrement complète, car avec le confinement les usages se sont grandement intensifiés et diversifiés. Certes, étant coincés à la maison, nous n'avons pas d'autres moyens à disposition pour socialiser, il n'empêche

que l’année 2020 marque la consécration des grandes plateformes sociales et sonne un nouveau départ pour de nombreux usages de niches qui trouvent dans cette crise sanitaire un second souffle.

Quand j’ai publié la première version de mon panorama en 2008, j’étais loin de me douter de l’importance que prendraient les médias sociaux dans notre quotidien. Nous sommes en 2020, Facebook a cinq fois plus d’utilisateurs que les plus gros médias du siècle dernier (2,5 Mds de membres vs. 500 M de téléspectateurs à la grande époque de MTV ou CNN). Si les médias sociaux ne vont pas remplacer les médias traditionnels, ils les ont très clairement mis à genoux en leur siphonnant leur audience, donc leurs revenus publicitaires (TV advertising didn’t die, it just moved online). Certes, des sommes considérables sont encore dépensées pour faire de la publicité à la télévision, mais l’ambiance n’est pas à la fête pour les acteurs traditionnels (Les agences de pub en quête d’un nouveau business model).

Social media bombards users with memes, cat videos and political squabbles. 

For thousands of women facing an aggressive form of breast cancer, Facebook recently brought another, less common offering: hope. 

“We were having a really, really difficult time finding patients,” said Casey Bales, project manager for triple-negative breast cancer research at the IU School of Medicine. 

She coordinates clinical trials – studies in which patients receive drugs or other treatments to try to understand their effects on health outcomes.

The breast cancer trial, begun in 2014, wasn't going well. Three years into the study, less than 40% of the patients needed were enrolled. 

“The trial was in jeopardy,” Bales said last week.

It was saved in 2017 when Facebook posts from the Vera Bradley Foundation for Breast Cancer and IU researchers about a trial using genomics – the study of genes and their functions – to find weaknesses in cancer tumors appeared.

Indiana University researchers and the Vera Bradley Foundation for Breast Cancer used the popular networking website and Instagram to recruit participants for a clinical trial. The first-of-its-kind social media effort jump-started a once-moribund effort that led to a Dec. 13 announcement that doctors say could save the lives of patients with triple-negative breast cancer. 

Recruiting through social media has become an important tool for physicians and medical researchers, who can sometimes have difficulty finding patients with specific forms of diseases they are trying to study. 

“We are implementing social media efforts pretty much on every new trial,” Bales said.

“Social media gives us an opportunity to leverage communities and resources to interact with a much broader community than we've been able to reach before,” the report said. 

Lisa Hayes is a survivor. 

The 62-year-old Indianapolis woman was diagnosed 12 years ago with triple-negative breast cancer. 

“I didn't even know (at the time) there were different kinds of breast cancer,” she said in an interview last week. “I just thought breast cancer was breast cancer. That's a scary feeling, to know you had a very aggressive kind of breast cancer.”

Hayes endured surgery to remove cancer, eight rounds of chemotherapy and 33 rounds of radiation. She now leads R.E.D. Alliance, an advocacy group working to reduce late-stage diagnosis and death rates for black women with cancer. R.E.D. stands for Reaching to End Disparities.

Her cancer is gone, but Hayes has wondered whether it might come back. She did not participate in the recent clinical trial but said the research is important to her and other survivors. 

“It's great news to hear what they have done,” she said. “It gives hope and promise to everyone coming behind me. It's very personal to me, in that respect.”

Read More: https://www.journalgazette.net/news/local/20191222/facebook-helps-clinical-trials-for-iu-vera-bradley

Dr. Rose Marie Leslie is hoping to reach teens with a message about the dangers of e-cigarettes. So she’s started posting regularly on TikTok, the popular short video app, and has collected a large following.

Leslie, who goes by @DrLeslie and is a family medicine doctor at the University of Minnesota Medical School, has amassed more than 300,000 followers on the platform in recent months. Most of her TikTok videos offer insights on health issues that impact teens, ranging from how to talk to doctors about birth control to why it’s a bad idea for a group of friends to share a lollipop.

She’s best known for getting real about vaping and vaping-related illness. The issue is more urgent than ever for many parents, with surveys showing that vape use at an all-time high among teens amid an outbreak of a life-threatening vaping illness. 

Part of the problem, according to medical experts, is the teens aren’t aware of the risks because public health organizations aren’t communicating with them on the platforms they use.

That’s where Leslie comes in.

Leslie doesn’t talk down to the viewer, but instead shows side-by-side images of a vaping-related lung injury and a normal lung biopsy, and discusses the root causes.

In one video, she shows her followers what vaping lung illness really looks like under a microscope. “That is terrifying,” she says in the video.

Leslie says she gets a lot of messages from teens who have stopped vaping because they watched one of her videos.

“I expected it as a primary-care doctor who’s often talking to teens about the health risks associated with something like vaping that’s perceived as cool,” she said.

Greater engagement on TikTok than other platforms

Leslie is just one of the doctors who have recently started popping up on TikTok. Far more physicians are on Twitter and Instagram, which are more popular with older generations.

But those who have taken the TikToK plunge say they are experiencing far greater engagement on content there than on other social media platforms.

Jefferson Health’s Dr. Austin Chiang, one of the most active physicians on social media, recently joined TikTok after reading about how it’s taking off. 

Chiang uses TikTok primarily as a platform to talk to other young doctors about issues that matter to them, like the cost of medical education or the sacrifice of giving up their 20s to spend nights and weekends in the hospital.

Chiang says he already sees the most engagement on TikTok, which is used by more than 700 million people daily, according to its owner ByteDance.

Chiang and Leslie are also using TikTok to combat health misinformation.

“I’ve heard the criticism that doctors and other medical professionals on social media are somehow less credible, or won’t be taken as seriously by their peers,” said Sherry Pagoto, a behavioral scientist and professor at the Department of Allied Health Sciences at the University of Connecticut. “But I think that school of thought is going to be a thing of the past.”

Pagoto notes that medical experts need to meet teens where they are, rather than sticking to the older methods of advertising on television or Facebook.

“It would be great for public health organizations to follow the lead of these medical professionals on TikTok,” she said.

Read More: https://www.cnbc.com/2019/11/29/doctors-use-tiktok-to-talk-to-teens-about-vaping-birth-control.html

Healthcare social media marketing has evolved significantly over the past decade.

Gone are the days of social media managers posting the same or similar content across one, two, or three social media profiles and calling it a day.

Given the importance of social media in healthcare, the team at Convince & Convert wanted to identify common trends across social media marketing from the top U.S. hospitals.

Our New Healthcare Social Media Research

Convince & Convert reviewed all Facebook, Instagram, Twitter, Pinterest and YouTube public posts from January 1 – March 31, 2019, by 54 of the top U.S. hospitals, as determined by bed count and the 2018–19 Best Hospitals Honor Roll.

We used Rival IQ for content aggregation and in-depth competitive analysis of all 54 hospitals’ social media efforts. We gathered insights into how hospitals use private messaging by directly interacting with hospital Facebook pages through Messenger.

We also ranked the Top 20 Hospitals in Social Media based on a ranking score that includes Audience Size, Engagement, Engagement Rate Per Post and Total Posts.

The 4 Best Practices for Healthcare Social Media Marketing in 2020

Here are the 4 best practices of healthcare social media marketing that will help you set your strategy in the right direction this upcoming year.

1. Diversify Your Channel Mix Beyond Facebook and Twitter

Our research found that hospitals post on Instagram less than once every two days, but publish to Twitter and Facebook at least twice per day on each channel. Based on posting frequency, Instagram and YouTube are as secondary channels, despite these audiences being more engaged.

2. Vary Your Content Mix to Optimize Audience Actions

More than half of the best-performing posts included photos of people. Twenty-seven of the best 50 posts clearly showed the faces of people or babies.

In addition, curated content links have higher engagement: 35% of links shared by hospitals are curated, meaning they are not from the hospital’s own domain. Posts with curated links earned an average of 0.033% engagement per post, while links originating from the hospital’s own domain generated half as much engagement, at 0.015%.

3. Boost Top Performing Posts Organic Posts

While engagement is trending down across social media as a whole, brands are circumventing declining organic reach by spending money to ensure their content is getting seen.

In fact, 5.5% of all hospital Facebook posts we analyzed are signaled as “likely-boosted”, according to Rival IQ. Of those likely-boosted Facebook posts, the engagement rate per post was 177% higher than the non-boosted posts.

4. Connect with Niche Communities

While Facebook Brand Pages continue to be used by patients and hospitals, some hospitals are beginning to leverage Facebook Groups and Messenger to create deeper connections with audiences. 

In fact, 30% of the top U.S. hospitals are making Groups part of their Facebook strategy. Twelve of the 54 hospitals (22%) are currently or have recently used Groups as part of their Facebook outreach.

Social media marketing is the present and the future is returning to a one-on-one approach of engaging with audiences directly, be it in a private message or in response to a recommendation. Users are eschewing the spotlight in favor of smaller, niche communities where their presence is valued and they are not just a number.

Read More: https://www.convinceandconvert.com/social-media-marketing/healthcare-social-media-marketing/ 

Existe-t-il une règle universelle quant à la fréquence et au moment de publication sur les réseaux sociaux? Pas vraiment, selon Jean-Philippe Shoiry, chef de la stratégies des opérations de Republik, puisque chaque plateforme sociale possède ses habitudes de consommation et ses propres règles. Comment, alors, proposer le bon contenu au bon moment?

1. Analyses les plateformes et l’audience

Avant de déterminer le meilleur moment de publication, «il faut d’abord comprendre son audience», fait valoir Jean-Philippe Shoiry. Par un audit du média social, on évalue les profils socio-démographique et psycho-graphique de sa cible. «Facebook Business Manager permet d’aller chercher les champs d’intérêts des audiences et de sélectionner celles qui ont déjà un historique d’interaction avec la marque», illustre-t-il.

Facebook demeure la plateforme la plus complète pour les affaires, croit Jean-Philippe Shoiry. Selon Scriptum, 64% des Québécois y sont actifs régulièrement. Qu’est-ce qui crée de l’engagement? Par quel format de contenu? Quels sujets? «La marque doit arriver à faire converger ce qu’elle veut dire et ce que son audience veut entendre.»

We comment on Eichstaedt et al.’s (2015a) claim to have shown that language patterns among Twitter users, aggregated at the level of US counties, predicted county-level mortality rates from atherosclerotic heart disease (AHD), with “negative” language being associated with higher rates of death from AHD and “positive” language associated with lower rates. First, we examine some of Eichstaedt et al.’s apparent assumptions about the nature of AHD, as well as some issues related to the secondary analysis of online data and to considering counties as communities. Next, using the data files supplied by Eichstaedt et al., we reproduce their regression- and correlation-based models, substituting mortality from an alternative cause of death—namely, suicide—as the outcome variable, and observe that the purported associations between “negative” and “positive” language and mortality are reversed when suicide is used as the outcome variable. We identify numerous other conceptual and methodological limitations that call into question the robustness and generalizability of Eichstaedt et al.’s claims, even when these are based on the results of their ridge regression/machine learning model. We conclude that there is no good evidence that analyzing Twitter data in bulk in this way can add anything useful to our ability to understand geographical variation in AHD mortality rates.

This Why The Healthcare Industry Can't Ignore Social Media Marketing Infographic shows how the healthcare industry benefits from social media marketing.

In our most recent NEJM Catalyst Insights Council Patient Engagement Survey, “Social Networks to Improve Patient Health,” 99% of respondents acknowledge that social networks are potentially useful in health care delivery, especially for chronic disease management (named by 85% of respondents) and promotion of healthy behaviors such as weight loss, physical activity, and healthy eating (78%).

The NEJM Catalyst Insights Council members surveyed — composed of health care executives, clinical leaders, and clinicians — see significant opportunity to improve health by either building or leveraging existing social networks. The seminal research by the medical sociologist Nicholas Christakis shows the strong linkage of behaviors leading to obesity, smoking, and alcohol use within social networks.

Approximately three-fourths of Insights Council member respondents report their organization uses some type of social network as part of their care delivery initiatives, but 90% say these are not yet mature or only slightly mature.”

Facebook and other social media sites illustrate in everyday life the power of social connectedness and the influences individuals have on one another’s behavior. Historically, care delivery has focused exclusively on individual patients. Awareness is growing that social networks in health care, such as PatientsLikeMe and Connected Living, can help people improve health behaviors. Peer networks can provide information and community to patients who otherwise might struggle alone with a new or existing disease.

Pharma has been accused of being on the dark side, but now one agency is encouraging it to go there. The dark social side, that is.

While the name “dark social” sounds sinister, it’s actually just a growing way that people share content on social media, according to Andrew Grojean, social media manager at Intouch Solutions: “Dark social is effectively word-of-mouth sharing. It’s when a user does things like copy and paste a URL and drop it into a messaging app, or copies a link on a website and send it in an email where referrals aren’t always passed.”

Dark social also includes other shared activity that can’t be tracked or analyzed, such as links or content sent in instant messages, texts, Snapchats, mobile apps or even emails.

The problem for marketers is that dark social activity accounts for up to 75% of all sharing on social channels, and that figure has been growing over the past few years. That’s quite a bit of unknown activity when it comes to a brand and its content.

Dark social is also likely a valuable share, Grojean said. People sending content links in private messages are likely to be sending to a close circle of family, friends and acquaintances. Studies have repeatedly shown that people trust those kinds of word-of-mouth endorsements from family and friends more than they do advertisements.

So how can a pharma marketer tell if they’re getting a lot of dark social traffic? Marketers in general can usually tell the difference between direct traffic from people who type a simple url into a browser and the pasted-in link that still shows up as direct traffic in analysis but seems unlikely to have been hand-typed because of a long and unwieldy URL.

The good news is that pharma can take some steps to track and improve dark social sharing information, and Grojean offered some suggestions.

First, companies can start tracking everything. They can add tracking URLs to sites, emails, and Facebook and other social posts by creating a unique URL for each so that when someone copies the URL into a private message or chat and the receiver opens it, marketers using analytics will be able to tell how the user got to them.

Many pharmaceutical companies have been cautious about their social media presence. However, that’s no surprise given the advertising restrictions and potential minefields of discussing prescription medicine in an uncontrolled environment. This report looks at how 16 companies have embraced social media and the trends that have emerged in the industry over the last five years.

Due to the restrictions imposed upon the industry by the FDA, we found that pharmaceutical companies have split their social media presence into four independent silos (see image).

On Facebook, pharmaceutical companies saw growth from both Corporate pages and Career pages. The high growth of the Careers pages is perhaps an indicator of the low number of total Fans these pages have. As for the Corporate pages, the high growth rate suggests that this silo was a very important channel for pharma brands in 2016.

On Twitter, pharmaceutical companies struggled to increase Follower growth throughout 2016. The Branded portals’ handles were the biggest drivers of Follower growth mostly due to the comparatively low number of Followers. Just like on Facebook, the OTC Brand handles didn’t register any significant growth. This could be due to companies refocusing their efforts in other silos.

Further Reading:

• “PharmaGuy's Social Media Compendium ”; http://bit.ly/pgsoccat

Whether it’s using GIFs or the latest slang, brands do what they can to stay relevant on social media. But despite their best efforts, many people find these behaviors more annoying than cool.

In fact, nearly seven in 10 US internet users surveyed by social media analytics and monitoring service Sprout Social in April 2017 were annoyed when brands used slang on social media.

Similarly, more than four in 10 respondents (42%) said they found it annoying when brands used GIFs.

And that’s not all. Many internet users also didn’t like it when brands made fun of their competitors on social media. And politics? That was another behavior respondents found frustrating. More than seven in 10 respondents found it annoying when brands got political on social media.

But not every brand behavior on social media was aggravating.

As it is evident from the literature, the use of Internet, particularly Web 2.0 in healthcare, is now under debate. Mainly, in Italy there is a shortage of spe…

The good news is that pharma is solidly onboard with social media use. The not-as-good news is that most companies still have work to do in understanding their social media audiences, according to the latest Social Check-up by Ogilvy Healthworld, part of Ogilvy CommonHealth.

The group partnered with Pulsar for its third annual review of pharma social media use, with researchers expanding this year from 13 companies to include the 20 largest pharma companies by revenue. They evaluated each one’s corporate social media presence, including the number, type and content theme of posts across Facebook, Twitter, YouTube and Instagram.

Boehringer Ingelheim and Novo Nordisk ranked at the top with the highest social media engagement numbers, while Allergan, Teva, Takeda, Gilead and Astellas all ranked pretty closely together among those with the lowest engagement.

However, simply putting out the most content didn’t always equate with better engagement. Eli Lilly, for example, posted the most content by pure number of posts during the 6-month period study, but the Indianapolis drugmaker only ranked slightly above average in engagement.

In general, the average pharma company’s use of social media tracks closely with general business posting rates, the researchers said. Every week, the pharma companies averaged 7 Facebook posts, 26 Tweets, one YouTube video and four Instagram posts.

As far as what those posts contained, Ogilvy CommonHealth found that 29% were about disease awareness, followed by 25% company news, 19% around meetings and events, 13% corporate social responsibility, 8% product and research updates, 2% pharma industry news with the remaining 3% other topics.

A crowd-sourcing strategy aimed at accelerating research into metastatic breast cancer has registered more than 2,000 patients from all 50 states in its first seven months, report researchers from Dana-Farber Cancer Institute and the Broad Institute of MIT and Harvard at the American Society of Clinical Oncology Annual Meeting.

What are the most effective social media marketing tactics? Here are 30 answers from some of today's top experts.

Ogilvy CommonHealth Worldwide evaluated  how  14 major pharma companies  were  performing  across  six  key  categories:  

1. Social presence: How  many  social  networks  was  the  company  on?   
2. Activity: Was  the  content  kept  fresh  with  regular  updates?
3. Engagement: Were  the  companies    engaging  their  users  and  generating interest?    
4. Social network: How  simple  and  intuitive  was  the   connection  between  social  networks?    
5. Virality: Was  the  content  spread  around   the  social  sphere?
6. Sommunity Size: How  big  was  the  community?

A look at how social media is used by consumers and patients as well as health care professionals, and the impact it has on health care choices, opinions and relationships.

The Social Media Lifecycle provides an insight into the stimuli that propel the process of converting content and conversations into business and transforms satisfied customers into ambassadors.

Health JAM: Health Care Social Media Review, 10th Edition: Social Media and Chronic Disease

The tenth edition of Health Care Social Media Review.  This week’s theme is the role of social media in addressing, managing and preventing chronic diseases.   According to the World Health Organization (WHO), chronic diseases, also known as noncommunicable diseases (NCD), are a leading cause of death worldwide.  NCDs encompass four main groups: cancer, cardiovascular disease, respiratory disorders and diabetes; these diseases can affect people of any age and socioeconomic group.  As Kenneth Thorpe observed on HealthWorks Collective, “the key to addressing our greatest 21st century health care challenges—controlling costs while achieving improved health outcomes—lies in attacking chronic disease.”