1. Healthcare Social Media by the Numbers Melissa Davies Strategic Account Director, Healthcare September 19, 2011

2. Introducing NM Incite Trusted data provider, leveraging proprietary technology and buzz sources from 160+ million social media sites – across Twitter, Facebook, blogs, message boards, and customer reviews Global reach, in 18 countries (and growing) Access to Nielsen’s proprietary consumer panels for online, TV, and retail purchases Benchmarks and insights from over 150 clients, especially in health care, CPG, retail, auto, CE, Financial services Market leader in enterprise social media monitoring/ analytics (Source: Forrester) Industry-leading expertise in digital marketing, product development, and service operations Capability-buildinginitiatives to enable incorporation of social media into core organizational processes Functional expertise in translating social media metrics and insights into action and sustained improvement

3. The state of social media today Getting Started 3

4. Social networks and blogs are still the top destination online SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011

5. Females and 18-34 year olds most active social networkers SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011

6. U.S. Internet users spent more time on Facebook than any other web brand SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011

7. Emerging social network Tumblr nearly tripled its unique U.S. audience over the last year SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011

8. Mobile social media use is on the rise SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011

9. Social networking app usage is up 30% SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011

10. More women view video on social networks, but men watch longer SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011

11. Active social media users are influential offline SOURCE: Nielsen/NM Incite, The State of the Media: The Social Media Report, September 2011

12. Healthcare social media: who is talking, and how much? 12 Analyzing the Online Conversation

13. Health discussion volume by condition 13

14. Depression Prevalence Hodgkin’s Lymphoma Lung Cancer Prostate Cancer Non-Hodgkin’s Lymphoma Hypertension Asthma Bipolar Disorder Ovarian Cancer Type 1 Diabetes Colorectal Cancer Cardiovascular Disease COPD Brain Cancer Multiple Sclerosis Fibromyalgia Alzheimer’s Disease Breast Cancer Ulcerative Colitis Type 2 Diabetes Rheumatoid Arthritis ADHD Arthritis Key: Cardiovascular Chronic Condition Mental Health Oncology Pain Cystic Fibrosis SOURCE: NM Incite custom analysis of online discussion within healthcare-relevant boards, blogs and groups, Jan. 2-Dec. 31, 2010

15. 50% Patients drive online discussion Share of Discussion Contributed by Patient/Caregiver/HCP, by Condition SOURCE: NM Incite custom analysis; speaker demographics are qualitatively assessed

17. Largely patient-driven

19. Highly caregiver-driven

20. Very highly engagedBrain Cancer: 22,800 messages SOURCES: Cancer prevalence data: US National Cancer Institute's Surveillance Epidemiology and End Results (SEER), 2007. Buzz is measured across NM Incite’s Healthcare dataset, 1/1/2010-12/31/2010.

21. Sampling the conversation Brain Cancer “Brain cancer is so awful. My mom is still in treatment, she has about 10 more avastin treatments left. She is 72, somewhat weak, hardly talks because she can't think of the right word to say and does nothing but sit in a chair all day and look out the window. I wonder what will happen once treatment ends, will she get any better or can we expect more of the same for the rest of her life.” CancerCompass.com, 2011-01-13 Breast Cancer “I can related to the emotions impact of breast cancer you are feeling , I was shocked, scared, angry, overwhelmed , crushed , hopeless, when the doctors informed me … in order for me to survive this I had to take life with cancer one day at a time , surrounded myself with family, friends , prayer and faith . … you are not along in this fight , I will keep you and your family in my prayers.” National Breast Cancer Foundation Forums, 2011-01-29

22. Key takeaways Conditions with highest prevalence are not necessarily the most discussed online Lower prevalence often leads to greater online engagement Aside from end-of-life conditions or conditions affecting the very young or the very old, patients themselves drive the majority of online conversation HCP involvement in social media discussions on public forums remains minimal Personal experience remains the currency of healthcare social media 18

23. Questions? Thank you! Melissa.Davies@nmincite.com @MelissaKDavies 19 State of the Media: The Social Media Report Q3 2011 http://blog.nielsen.com/nielsenwire/social/ Healthcare Social Media by the Numbers http://www.nmincite.com