Join us on Twitter at #digitalHx.
Citing a change in the digital ecosystem, WebMD CEO David Schlanger announced his intent to move WebMD and Medscape content beyond their websites and out onto social media. Because of convenience alone, it’s not surprising how the digital landscape is changing from desktop to mobile, but it is interesting as to why. Social media’s original purpose was to allow users to connect with their friends and family, but now it is being seen as a destination to find and consume information. Schlanger also noted that with innovations in personalized medicine and the pharmaceutical space, it is of paramount importance that WebMD fortifies their personalized mobile experience.
“Social media’s fast evolution from connectivity platform to a news platform is changing the way wellness websites (and many others) broadcast content to their users. Even a medical tycoon like WebMD knows its site, which has 212 million unique users per month, is not as strong as a standalone, as it is with social media to complement it. What strikes me here is WebMD’s push for a more personalized experience, given the personal nature of mobile. If implemented correctly, WebMD will continue to lead in the digital health and wellness space, and in that ecosystem it is survival of the fittest.”– Max Wollner
Max is a digital strategist for inVentiv Health Public Relations Group. He is an avid baseball nerd and pop culture guru. Find him at @MaximumW
Nearly 60 percent of healthcare organizations are either behind on their digital health strategy or lack one entirely, according to a recent survey by Validic. Respondents included hospitals, pharmaceutical companies, wellness companies and healthcare technology companies. Digital health services like telehealth and remote patient monitoring used to be a competitive advantage to adopters, but now they are increasingly becoming necessary to stay competitive. Technology is moving the healthcare industry, which has historically moved at a slow pace, to move at a staggeringly quick pace to maintain relevance.
“Just as the article states, digital health services are mandatory to being relevant in healthcare, not just an advantage. Companies need to get on board or they’ll risk losing market share. The competitive landscape is increasing: it’s no long healthcare company vs. healthcare company. Rather, it’s healthcare company vs. technology companies that have gained a foothold in healthcare – think Apple, Honeywell, IBM and Dell to name a few. Medtronic is one medical device company taking this seriously. With the acquisition of companies like Zephyr Technologies (through Covidien) and Cardiocom, Medtronic is firmly planting a stake in the ground and evolving their digital health strategy.”– Tracy Gale
Tracy is a senior member of the Digital & Social Strategy Practice, leading business development initiatives in the Digital Health space. More importantly, she’s a gadget geek at heart.
Twitter launched a new ad product that makes it easier to promote brands at peak times of usage, such as special events and important days of the year. Targeting includes new automated tools with customized data that help set up campaigns aimed at users who participate most during specific events.
“Twitter continues to indicate that it has a directional focus, and better yet, that it is the right one. Since the real-time aspect of Twitter is one that advertisers find most appealing, marketers have always been interested in going after Twitter audiences during major events like the Super Bowl, Grammys or FIFA World Cup. However, this announcement allows advertisers who were limited to mostly manual efforts and guesswork around what hashtags, keywords and accounts to target in their campaigns to have a tool to automate that process. Advertisers will now have a much higher level of visibility into forward-looking advertising events since Twitter will provide a calendar that highlights major global events and events related to sports, holidays, festivals, television, music and politics. This allows marketers to not only go after audiences around a specific event, but around a more general topic like #backtoschool. Even better, Twitter will also provide advertisers with event insights, which provide data around past event performance and demographics about the audience. This is a surefire way for Twitter (and advertisers) to capitalize on users coming to Twitter to find out about events, and engage with them. As Ameet Ranadive, Twitter’s senior director of revenue products, said “Things that are happening in the real world unfold on Twitter as well.”– Alyssa Kaden
Alyssa is a member of the Digital & Social Strategy Practice, specializing in digital strategy and community management, social strategy creation and influencer engagement.
A recent survey of more than 13,600 members of online healthcare support community, Inspire has provided insight into the use of resources, primarily digital and online, by patients and caregivers to help them better understand and discuss their conditions. Use of online resources for health-related searches is increasing, and many turn to online communities for mutual support, but the benefits of medical apps are yet to be proven, according to a survey of patients and caregivers.
“Inspire’s research suggests Facebook, when done right, could be a potential channel for reaching large numbers of people with relevant health information. There is also clearly an opportunity for industry to make better use of smart phones as companion tools for health outcomes. A good way to define a meaningful patient program is to involve patients early on in the creation and design of your strategy and ideas. By co-creating a solution with the community, you greatly increase your chance of success.”– Ben Atkins
Ben is senior strategist in digital and social media in LA. He prefers Game of Thrones over Mad Men.