At the Healthcare Marketing and Physician Strategies Summit #HMPS17 (May 8-10 in Austin TX), I presented alongside Dan Dunlop @dandunlop President of Jennings and Cindy Price Gavin @cindypricegavin, Founding Executive Director of Let’s Win! Sharing Science Solutions for Pancreatic Cancer. The three of us will discuss Online Communities
The same week on the #hcldr tweetchat we asked the community for opinions on vendor involvement in online healthcare communities:
- Should healthcare vendors join online communities or stay clear?
- Should online communities like #hcldr #lcsm #LupusChat or #bcsm be accepting of sponsorships or would they lose too much credibility?
These questions generated a lot of discussion and a variety of viewpoints were shared.
In general, most people were favorable to vendors participating in online communities – as long as they didn’t try to push their products/services while interacting with community members.
T1:I MHO vendors are welcomed if they leave the sales pitch at the virtual door #hcldr
— CancerGeek (@CancerGeek) May 3, 2017
One particularly interesting viewpoint was shared by Ken Gordon @quickmuse:
T1 Vendors should stay away. The people who work for the vendor companies should jump right in. #hcldr Social networks are for humans.
— Ken Gordon (@quickmuse) May 3, 2017
Ken’s point is well made: people want to connect with people, not faceless company avatars. In an online community, members want to interact with other members and get useful information. So if a company wants to participate, one easy path to success is to allow individuals from the company be the participant not the company account itself. The company “wins” twofold with this approach. First, employees will feel valued and trusted since the company is allowing them to express themselves online. Second, the company will gain goodwill be seen by the association to active members who are contributing to the conversation.
There are plenty of great examples from both the #hcldr and #HITsm communities. Just look at @TextraHealth, @OchoTex, @burtrosen, @MandiBPro, @drnic1 and @techguy – each represents the company they work for/at AND contributes to the community as unique individuals. They are all trusted individuals and by extension we look upon the organizations they represent more favorably.
One of the most important factors to vendor involvement in an online healthcare community is disclosure. This was brought up several times when #hcldr discussed the second question:
— Tiffany | 티파니 마리 (@TiffanyAndLupus) May 3, 2017
T2: For sustainability & growth of a community sponsorship is a plus. As long as it’s disclosed & there’s no conflict of interest.#hcldr
— Maram Museitif (@MaramMPH) May 3, 2017
Many recommended that community leaders establish clear guidelines for how sponsorship money would to be used and to publish what vendors could expect/not expect in return for their $$$.
T2: Not if guidelines are established & adhered to. Vendor sponsorships could add a new level of value for everyone. #hcldr
— Steve Sisko (@ShimCode) May 3, 2017
Other practical advice for community administrators and hosts included:
T1 When you sup with the devil you need a long spoon; but that’s a moderator’s role, to watch for overt (or subliminal ) promotion #hcldr
— Liam Farrell (@drlfarrell) May 3, 2017
— Rasu Shrestha MD MBA (@RasuShrestha) May 3, 2017
Personally, I believe vendors SHOULD get involved in online healthcare communities – even if just to listen to what their target audiences are saying. They could learn so much just by seeing what topics are being discussed and the frustrations people are experiencing. Product marketers and developers would have a field day with all the information being shared online.
One word of caution though – when vendors do decide to participate, they need to realize that many in the community will be very skeptical at the start. Online communities are typically outgrowths of individual passions and interests. As such, corporations can be viewed by many as “invaders” into a private space. So caution…but please proceed forward.