Philadelphia, PA — Consumers have access to more healthcare information and resources and more financial responsibility for their health than ever before. Those shifts are big drivers behind the consumerization of healthcare. Ido Harari, CEO of Treato, shared some of those shifts by the numbers?

  • 2015 US healthcare annual spend per person: $10,000
  • 150,000+ mobile apps for consumers taking a more active role in their health
  • 1:20 searches on Google is health related
  • 72% of people are going online for health information (Pew Research)

 

People aren’t just learning about their choices online, they’re talking about them. In healthcare, that means hundreds of millions of people generating billions of conversations. In fact, in 2015, the number of personal patient and caregivers experiences aggregated on Treato topped 2.25 billion.

Healthcare companies recognize the importance of these conversations and the ways they’re listening to the social conversation has changed:

  • Before: “chatter”; Now: meaningful conversations
  • Before: sentiment; Now: deep business insights
  • Before: how is this trending?; Now: why is this trending?
  • Before: Facebook, Twitter; Now: 10,000s of web sources
  • Before: listen; Now: impact

 

The challenges remain, though.

The first, of course, is language:

  • Is MS multiple sclerosis or Ms. ?
  • “I almost had a heart attack” could be counted as a “heart attack”
  • “My stomach is being ripped out” might not be picked up as abdominal pain
  • BP could be bi-polar or blood pressure or even British Petroleum

 

Then, sentiment. A statement like “I was on Byetta for a few months and suffered no side effects” could be picked up as negative because of the word suffered when it’s really a positive review.

And, finally scale. Treato is aggregating over 1 million new conversations every day.

Harari shared some examples of how brands had uncovered business-changing insights on Treato:

  • A treatment for chronic autoimmune disorders uncovered social conversation that led them to understand that their launch dosage was was too high. Changing the dosage increased tRx by 18% in 12 months
  • A bladder cancer drug in clinical trials found that superficial bladder cancer patients were doing well on current treatments; so, they excluded them from the trial to focus on the unmet need. That focus saved 25% in drug development costs.
  • A facial cosmetic injectable identified which two indications were driving topline growth beyond facial cosmetics. They shifted their marketing to earn 118% growth in stroke patients and 50% growth with MS patients.


About the Author:

As Managing Director of Innovation for Syneos Health Communications, Leigh is responsible for shaping the company’s perspective on the next era of healthcare marketing. Through thought leadership, strategic innovation workshops and new products and capabilities, Leigh focuses on identifying marketing approaches that will fuel that new era and generate significant growth for clients. Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for over 17 years. She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she had several leadership roles at one of our agencies, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business. Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes. A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.