BeWell- Online Health Community Program Janet Taylor, MD, MPH The Ninth Population Health and Disease Management Colloquium March 3, 2009
Outline ● Definition of Social Network Sites ● Trends in Social Media ● Demographics ● Influencers ● Health Engagement ● BeWell Online Community
What are Social Network Sites? Web based services that allow individuals to: a) construct a public or semi-public profile within a bounded system b)articulate a list of other users with whom they share a connection c)view and traverse their list of connections and those made by others within the system (boyd, ellison, 2007, Journal of Computer-Mediated Communication,13(1)
What is Social Media? ● 112.8 million blogs tracked on Technorati ● 66 million users on Facebook ● 72.6 million videos posted on YouTube ● 48% of business leaders spend 2-5 hours a week using social media tools to generate leads and find new clients Ref: Source: socialmediaiq.com
● The term “social media” means a type of media that can be easily accessed, frequently changed and thrives on making connections. Some types include: – – – – –
Virtual worlds Wikis Blogs Forums Social networks
● This media denotes a change in how individuals communicate with each other. ● Credibility, honesty and user’s reputation matter in this type of media.
Trends in Social Media health content on social media sites...is sometimes more trusted than information developed by drug firms, government organizations, and non-profits ● Consumers are more assertive in their decision making ● There is an increase in public mistrust in the pharmaceutical industry (TNS Media Intelligence/Cymfony White Paper, Sept.2007)
Future of Social Media The Internet is expected to continue to evolve rapidly in coming years. Here are some expected trends: • • • •
The mobile device will be the primary connection tool to the Internet for most people in the world in 2020. Increased transparency but no correlation with integrity, tolerance or forgiveness. Enforcing intellectual property law and copyright protection. Unethical people will find ways to copy and share content without payment. Further blurring of the divisions between free-time and work-time, between face-to-face physical contacts and virtual (long-distance) contacts. What this will do to our basic social relations is still unknown. Source: Pew Internet and American Life Project
Social Media Value ● Utilizing a mixture of channels to achieve a desired result by cultivating relationships, sharing information and networking activities. ● Characteristics include: – Networking - It facilitates connection between people. Not just one at a time but exponentially connecting users to their connections. – Contributory - Individuals get involved, comment, communicate and recruit others. Conversations tend to include sympathy, agreement, empathy, disagreement and sharing of family or group news. – Scalable - Social networking sites and tools tend to expand to absorb all who wish to be involved. – User-generated content is king • It is well-known that on the internet, content is king. But in social media the user is the author.
– Moderators help restrain abusive users.
Content Trumps Community AdAge reports that consumer time online: -42.7% - content sites -28.6% -communicate sites -16.1%-commerce sites -5%-search So what??- Community Sites reached 59.5% while content reached 92.7% of the online audience (March 11, 2008- AdAge.com)
Changing Demographics ● Social Networking among online Hispanics tripled between 2005 and 2006 (Hispanic Social Computing Takes Off, Forrester, June 22, 2007) ● The Internet represents 17% of the typical day for AfricanAmericans, up from 10.7% a year ago (Media Day, 2008)
Dr. Google will see you now
“In fact, the biggest trend in American healthcare is DIYDs–Do-It-Yourself-Doctors. These are people who research their own symptoms, diagnose their own illnesses, and administer their own cures. If they have to call on doctors at all, they either treat them like ATM machines for prescriptions they already “know” they need, or they show up in their offices with full-color descriptions of their conditions, self-diagnosed on WebMD.” — Mark Penn, Microtrends, 2007
who is the online healthcare info seeker? ●Men and women, skew female
– Number of women online has surpassed number of men online (52% women vs. 48% men) ●40 – 65
– Highly educated •
32% Women and 36% men have college degree or more
– Internet savvy •
60% women and 55% men report 6+ years online experience
– Typical healthcare seeker has searched for at least 5 health topics • •
About 1/3 have searched for 7 health topics 2/3 start at a search engine
●Social Networking among online Hispanics tripled between 2005 and 2006 ●The Internet represents 17% of the typical day for AfricanAmericans, up from 10.7% a year ago ●More than online whites (35%), online African-Americans (45%), are likely to say that the Internet helps them get health care information
Source: Pew, 2005, Hispanic Social Computing Takes Off, Forrester, June 22, 2007, Media Day, 2008, African-Americans and the Internet, Pew
consumer health care decision making ● Trusted sources are changing ● More consumers look online before talking to providers ● Consumers with a health care concern cite people as a major influence ● Patient’s autonomy is making treatment decisions is necessary ● Related to health status, SES, ethnicity, and gender
consumer due diligence? ● “Three quarters of Internet users who look online for health and medical advice do not consistently check the source and data of the information that they fine ● “Much of health internet information is to varying degrees, incomplete, inaccurate, oversimplified, and/or misleading” ● “86% of health online searchers rate the health information as reliable”
Sources: Online Health Search, Pew, 2006, Information Therapy, Seidman, 7/6/2004, Harris Interactive, 7/31/2007
More Than One Million New Articles Each Day Any type of message, communication or media that is created by individuals, distributed and archived online, and freely accessible to anyone for informational or entertainment purposes. Relevant to brands / companies. Fastest growing segment of the Web and no one is monitoring the content for accuracy.
Blogs Video/Graphics Social Networks Newsgroups Discussion Forums Product Reviews Personal Web Pages
44% of U.S. online adults are content creators More than 50 million read a blog each day. (Pew Research)
Where People Get Health Information Other, 6.00% Newspaper and magazines, 6.10%
Internet 45.20%
Television, 6.10%
Family and friends, 12.90%
Healthcare professional, 23.00%
Source Prospectiv Report 2007
seeking support and inspiration for their health-related challenges
Different Diseases Lead to Different Participation Levels Source: Forrester, 2007
rise in social networking and blogging for health Doubling ■ 70+ million Weblogs tracked ■ Doubling in size approximately
every 6 months ■ Consistent doubling over the last 42 months The blogosphere is over 60 times larger than it was 3 years ago
50+ million people read blogs everyday Source: technorati.com
it’s not just kids
Untapped Audience 30 Million People & Doubling
user generated content in health
Condition Matters
Source: Forrester, 2007
Sites Visited Most Often for Health Information WebMD Health
65%
Google
37%
Yahoo
18%
Wikipedia
15%
MSN Health
13%
Yahoo! Health
13%
MayoClinic.com
13%
QualityHealth.com
12%
Other
9%
About.com Health
8%
AOL Health
8%
Healthline.com
6%
NIH.gov
5%
Everyday Health
5%
The power is with the consumer. Consumers are beginning, in a very real sense, to own our brands and participate in their creation. We need to begin to learn to let it go…” – A.G. Lafley, CEO, P&G
online patient communities
Wego.com password protected site
Health Info-ential ● Health Involved ● Health Informed ● Health Engaged ● Not defined by demographics
– More likely to be: 1) a caregiver 2) take prescription medicine 3) work in a health field 4) have a severe or chronic health condition (Health Engagement Barometer, Edelman, 2009)
New Rules of Health Engagement ●
Provide deep content
●
Be transparent
●
Inform in real time
●
Join the conversations, online and off
●
Engage in prevention,chronic health problems and access to health care
●
Take a holistic approach to health and well-being
●
Address people’s multiple stakes in health, including their personal ones
●
Be personal
●
Engage through health-expert channels and sources
●
Consider the risks of not engaging
(Health Engagement Barometer, Edelman, 2009)
Health Engagement fuels Action ● Trust ● Authenticity ● Satisfaction Everything Matter’s to People’s Health & Well-Being: -physical health -mental/emotional health -personal appearance/self-care -financial health -social connections with others Health Engagement Barometer, Edelman 2009)
The LLuminari/BeWell.com Experts: America’s Dream Team on Health
Marianne J. Legato, MD, FACP JoAnn E. Manson, MD, DrPH Miriam E. Nelson, PhD Mehmet C. Oz, MD, FACS Hope A. Ricciotti, MD Norman E. Rosenthal, MD Pepper Schwartz, PhD Nancy L. Snyderman, MD FACS Janet E. Taylor, MD, MPH Susan C. Taylor, MD Susan L. Troyan, MD, FACS Robert Lash, MD David B. Nash, MD P. Michael Peterson, EdD Laura A. Jana, MD Loretta LaRoche
Susan M. Love, MD, FACS M. Ellen Mahoney, MD, FACS Sonya Angelone, MS, RD, CLC Byllye Y. Avery, BA, Med Lynne Perry-Bottinger, MD, FACC Elizabeth Browning Margaret A. Caudill-Slosberg, MD, PhD, MPH Alice D. Domar, PhD Christina D. Economos, PhD Christopher Hobbs, Lac, AHG Mitzi R. Krockover, MD Dean Ornish, MD* Saralyn Mark, MD Darshak Sanghavi, MD Robert Abel, Jr., MD Merville C. Marshall, Jr., MD
Inspiring Us to Live Healthier Lives Our Mission is to bring the best and the brightest health and wellness experts together across disciplines, body, mind and spirit, to inspire people to live healthier lives. • Our Lifestyle and Health Media Business Model: • Original Content & Programming • Live • Online • Products • Social Network • Advertising & Sponsorship • Consulting • Landmark Studies • Royalties & Brand Licensing
Introducing the First Expert-Guided Health Network
Sample Member Profile Page
Need for Expert Guidance ● More than 75% of Internet users who look online for health and medical advice do not regularly check the source and data of the information that they find. ● Much of health internet information is to varying degrees, incomplete, inaccurate, oversimplified, and/or misleading. ● Perception is key - 86% of online searchers rate the health information as reliable.
Sources: Online Health Search, Pew, 2006, Information Therapy, Seidman, 7/6/2004, Harris Interactive, 7/31/2007
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