Goal of Social Media in Healthcare To empower the providers, clients, patients, doctors, hospitals, visitors and staff to share information.
How Americans Search Health Info 36% want to see what other consumers say about medication or treatment 34% using social media, 46% using health portals, 67% using search engines 21% using Wikipedia
Health Information Resources Used General search engines
Social Media Works in Healthcare Chronic diseases such as diabetes, mood disorders, obesity, migraines, etc. Engages in people’s daily lives Exchange real information with real people Up to date Finding practical solutions to deal with these chronic conditions
Social Media Uses in Healthcare Blogs enable clients to share stories, photos and videos about experiences Online forums allow clients to post opinions and engage in conversations Podcasts & videos allow people to listen and share content RSS feeds provide mediums to receive new information fast Social networks to build communities of people with similar interests
Facebook Social network to connect and chat with friends Post videos Synidcate news stories Post about events Photo galleries of events Connect with a geography AND demographic, such as moms, nurses, etc. Create loyalty
YouTube and Blip.tv Video sharing site with friends, comments and ratings Reach a broad audience HR promotional material for recruitment Executive interviews and physician interviews Client interviews Events and classes Drive traffic to Web site, too!
Syndicating and Tagging Sites Digg, Reddit, Delicious, Stumble Upon Readers review and rate news stories and articles More views, more prominent Follow people with similar interests to see what they are reading Connect with others in a similar interest, such as mental health, nurses, etc.
Set Clear Goals Can’t measure “more buzz” Define measurable metrics – 16 media placements, 40 relevant links, increase clients12% Take baseline metrics before campaign starts SEO metrics, social media metrics Break metrics down into quantifiable goals Mentions in blogs, social networks, links to the site You can quantify metrics
Determine the Hook Set goals before determining the “hook” Questionnaire to determine need – What gets your participants excited? Examples: white paper, video, online calculator/application, stunt
Determine the Distribution Plan Earn your way to distribution Don’t think of it as “free” marketing Look for specialized networks or high-profile bloggers that don’t often get pitched Rate the value of each participant and determine the pitch
Determine the Distribution Plan Think in terms of most efficient coverage Examples: pitch a blogger, obtain a following on MySpace/Facebook, use tagging sites, Tweet to your target audience, make new connections on LinkedIn, build a presence on targeted social networks Great Content + Great Distribution = Great Word of Mouth
Measurement Summary Start with a strategic goal More clients, education or media awareness Break those into measurable “micro-goals” Inbound links, Web site traffic, blogger mentions Create a baseline scorecard Correlate progress against the strategic with progress on “micro-goals”
MayoClinic At one time, Mayo Clinic podcasts reached #29 on iTunes list of top 100 podcasts Facebook page with 14,650 friends YouTube channel with doctors talking about illness, treatment and research Health blog for consumers & media to improve the process of medical reporting Creating “secret groups” on Facebook for people similar illness to connect
Healthcare Social Media Sites Center for Disease Control CIGNA Corp Partners Healthcare System Testing behaviors in virtual world
MedScape Social network for doctors Mirrors Facebook/MySpace More than 100,000 physicians Must verify license to join Topics include ethics, patient requests, crisis situations, malpractice lawsuits
Patient Comment Sites Thehealthcarescoop.com Patients tell-it-as-it-is review site More than 5,000 stories from across the U.S. More than 1,000 clinics/hospitals More than 2,000 topics
Hospital CEO Blogs RunningAHospital.blogspot.com Paul Levy, CEO of Boston’s Beth Israel Deaconess Hosptial Windberblog.typepad.com Nick Jacobs, CEO of Windber Medical Center in PA
Get Social Today Attendance and enthusiasm are half the game Don’t play in the space if you aren’t going to participate! Dedicate time to making this work Seek first to understand, then to be understood The conversation is going on right now, the only decision is if you will be involved
Questions & Comments Bill Balderaz www.webbedmarketing.com email@example.com @bbalderaz