It's an exciting day for all of us at Ozmosis as we officially launch a new business unit. Ozmosis Business Solutions - an outgrowth of our core business - is focused exclusively on serving the social media needs of our clients throughout the healthcare industry.
When we started Ozmosis three years ago, Facebook had fewer than 20 million active users and Twitter was relatively unknown until the SXSW conference that March. Today, they have close to 600 million active users between them and their users spend an astonishing 500 billion minutes on Facebook per month and share more than 50 million tweets a day.
Healthcare organizations have been actively utilizing social media. More than 650 hospitals have an active presence on Facebook, YouTube and Twitter. Scanning the Dose of Digital Wiki shows how forward thinking major pharmaceutical firms are with their own social media programs. However, most of their efforts to date have been patient centric. Whether organizations are trying to educate their respective audiences or provide better customer service, they can also engage the more than 60% of physicians who consume user-generated content created by and for healthcare professionals.
At Ozmosis, we know how physicians engage via social media; we live it every day. We also understand the challenges healthcare organizations face as they launch their first initiative or look to scale an already successful program. Despite these risks, health care organizations are embarking on a wide variety of social media initiatives. The reason is simple: the opportunity to engage, educate and support their target audience is too important to pass up. Through social media, organizations can engage thousands of physicians more effectively and at a lower cost than ever before.
As organizations seek to benefit from a social media program, they must consider the many and varied risks associated with such programs. Namely:
-Regulatory requirements and restrictions *i.e, how do you protect patient privacy and operate without clear FDA guidelines?
-Monitoring & reporting requirements *i.e, how do you handle adverse event reports and off label discussions?
-Rapidly shifting technology *i.e, should you move your web services to the cloud; how should you leverage Facebook connect?
-Organizational skill & capability gaps *i.e, do you need a Chief Social Media Officer; do you have sufficient social media expertise in-house?
-Insufficient program planning and execution *i.e, have you successfully executed an HCP focused social media program plan before?
Over the past three years, we have worked closely with a growing family of healthcare organizations on reducing their risk, lowering their costs and furthering their goals with respect to their social media initiatives. During this time, our team has gained invaluable experience dealing with the unique regulatory, infrastructure and reputational challenges that result from engaging Healthcare Professionals (HCPs) in a fundamentally new way. At Ozmosis, we know how to unlock the potential of social media while mitigating the risks each organization inherently faces. We have developed a methodology that helps us rapidly assesses an organization's readiness to overcome risks specific to HCP engagement. Our Social Media Risk Readiness Assessment helps healthcare organizations understand how their current initiatives are perceived, highlights redundant tools/programs, benchmarks them against industry best practice and identifies capability gaps that need to be addressed. We work with our clients to minimize risk, reduce cost and maximize program outcomes:
-Brand: Engage HCPs without losing complete control of your message
-Regulatory: Proceed with confidence in an uncertain regulatory environment
-Infrastructure: Stay ahead of the technology curve by making wise investments
-People and process: Ensure that your teams have the support structure they need to succeed
Ozmosis Business Solutions helps organizations establish their position as a social media leader by building effective, highly engaging programs. If your organization is embarking on a new initiative or augmenting an existing social media program, utilizing the Ozmosis platform or any other social media tool, don't jump without a parachute. Let the Ozmosis Business Solutions team help you benchmark your efforts against peer organizations, craft a program strategy, and minimize the exposure to risk as your social media programs take off. For more information, see the Ozmosis Business Solutions homepage or contact me directly.
Joel Selzer Co-Founder & CEO Ozmosis, Inc.