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Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
Use of Social Media in your Vascular Practice
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Use of Social Media in your Vascular Practice

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  • ----- Meeting Notes (5/10/13 10:54) ------ Sea of change- Communications changes affect marketing- Empowered patients - High-level view of social media usage in healthcare- Some of this may be difficult for independent practice
  • ----- Meeting Notes (5/10/13 10:54) ------ Cover not just vascular, but cardiothoracic, and transplant areas- Management of Information, Communication & Media- Experience in healthcare, advertising, management consulting- Began in the web group at CUMC in 2004 as a project manager.
  • ----- Meeting Notes (5/10/13 11:01) ------ Listing of our channels: Facebook, Twitter, Blog, YouTube, BlogTalkRadio, Google+- Multitiude of ways to market practice- Look for easy ways of creating digital content- Not necessary to be on every site
  • ----- Meeting Notes (5/10/13 11:01) ------ Social media has changed the way we market services- Word-of-mouth regarding pharma has large impact
  • ----- Meeting Notes (5/10/13 11:01) ------ What would happen if someone leaves a negative comment?- There aren't that many!
  • ----- Meeting Notes (5/10/13 11:01) -----Oh No!
  • ----- Meeting Notes (5/10/13 11:01) ------ Turned into positive results
  • ----- Meeting Notes (5/10/13 11:01) ------ What are the numbers?----- Meeting Notes (5/10/13 11:05) ------ roughly 140 million looking for health information online
  • ----- Meeting Notes (5/10/13 11:05) ------ When was the last time you saw one of these?- When was the last time you read a newspaper?
  • ----- Meeting Notes (5/10/13 11:05) ------ This is from a different survey of approximatley 1,000 people- There are many health-based non-affilliate sites dealing with specific health issues.
  • ----- Meeting Notes (5/10/13 11:17) ------ From same PwC survery- More and more communication moving online (i.e. renewals)- Companies that offer secure health-focused communication products
  • ----- Meeting Notes (5/10/13 11:17) ------ The empowered patient makes choices
  • ----- Meeting Notes (5/10/13 11:17) ------ Social media must tie into web strategy- Updatable content must be sent out- People don't come to columbiasurgery.org, but Google or Facebook- Time spend on social media sites is eclipsing search
  • ----- Meeting Notes (5/10/13 11:17) ------ Network affect, people communicate in linked communities- Social media tools help spread the message
  • ----- Meeting Notes (5/10/13 11:17) -----1. Find out what others are doing before you start2. What are your goals? (i.e. more patients, better customer service, less phone calls.)3. Consistency is key4. Must reach out to networks
  • ----- Meeting Notes (5/10/13 11:06) ------ Content should be scannable & easy to read- F shaped reading pattern- Seconds to catch attention- Bulletpointed information great----- Meeting Notes (5/10/13 11:17) ------ patient testimonials- welness & nutrition - staff accomplishments- employee spotights (behind the curtain, warm & fuzzy)- technological advances- clinician-based updated translated for patients- affect of healthcare reform for patients
  • ----- Meeting Notes (5/10/13 11:17) ------ Even if you are not doing this yourself, create a calendar and plan around awarness months & local events.
  • ----- Meeting Notes (5/10/13 11:17) ------ Start small- Facebook is the 800 lb gorilla- Email is still new for older demographics- Twitter is the future of mobile
  • ----- Meeting Notes (5/10/13 11:17) ------ Where are the doctors?- Blogs are old-school social media, but intellectual- Questions about clinical trials from clinicians- Anonymous comments- Not everyone MD has to be social (early days, SlideShare presentations)
  • ----- Meeting Notes (5/10/13 11:19) ------ Promote like an event- Doctor asks pre-submitted and live questions with a script- Runs like a 30 minute conference call- Reasonable prices
  • Transcript

    • 1. Use of Social Media in Your Vascular Practice 5/10/2013 www.columbiasurgery.org
    • 2. Bradley W. Jobling • Social Media Manager, Surgery • MBA from Columbia Business School • 20 Years Web Strategy and Online Marketing • 9 years Columbia University Medical Center • linkedin.com/in/bradleyjobling 10/9/2013 Use of Social Media in Your Vascular Practice 2
    • 3. Department of Surgery Social Media Program • Began April 2009 (multiple divisions) • Created Blog in March 2010 (home base) • YouTube Channel in October 2010 • Analytics and Tracking in April 2011 • ShareCare May 2011 • Blog Talk Radio in April 2012 • Google+ in October 2012 10/9/2013 Use of Social Media in Your Vascular Practice 3
    • 4. What is the purpose? 10/9/2013 Use of Social Media in Your Vascular Practice 4
    • 5. Five Reasons 10/9/2013 Use of Social Media in Your Vascular Practice 5
    • 6. Leads to Comments 10/9/2013 Use of Social Media in Your Vascular Practice 6
    • 7. Leads to Referrals 10/9/2013 Use of Social Media in Your Vascular Practice 7
    • 8. Engaged in the ICU 10/9/2013 Use of Social Media in Your Vascular Practice 8
    • 9. Negative Comment 10/9/2013 Use of Social Media in Your Vascular Practice 9
    • 10. Resolution 10/9/2013 Use of Social Media in Your Vascular Practice 10
    • 11. Why Bother? 81% of U.S. adults use the internet and 59% say they have looked online for health information in the past year. 35% of U.S. adults say they have gone online specifically to try to figure out what medical condition they or someone else might have. Pew Internet Health Online 2013 10/9/2013 Use of Social Media in Your Vascular Practice 11
    • 12. Missing? 10/9/2013 Use of Social Media in Your Vascular Practice 12
    • 13. What are they doing? 10/9/2013 Use of Social Media in Your Vascular Practice 13PwC Health Institute Survey 4/12
    • 14. Consumer Health Care Social Media Values 10/9/2013 Use of Social Media in Your Vascular Practice 14 PwC Health Institute Survey 4/12
    • 15. Second Opinion 45% of consumers said information found via social media would affect their decision to seek a second opinion PwC Health Institute Survey 4/12 10/9/2013 Use of Social Media in Your Vascular Practice 15
    • 16. Web Strategy & Social Media 10/9/2013 Use of Social Media in Your Vascular Practice 16 Division Information (Procedures, Glossary, Directions) News, Updates, Presentations, Posts, Video, & Podcasts FAQ, Ask an Expert? & Testimonials, Ratings Physician Profiles Events Newsletters, eBrochures Apps, Check Lists & Tools Clinical Trials Education, Chats, Webinars, Teleconferences, Support Groups Referrals & Service
    • 17. Reaching Out 10/9/2013 Use of Social Media in Your Vascular Practice 17 Division Information (Procedures, Glossary, Directions) News, Updates, Presentations, Posts, Video, & Podcasts FAQ, Ask an Expert? & Testimonials, Ratings Physician Profiles Events Newsletters, eBrochures Apps, Check Lists & Tools Clinical Trials Education, Chats, Webinars, Teleconferences, Support Groups Referrals & Service
    • 18. Steps for Social Media 1. Listening & Research 2. Defining, Purpose, Mission & Goals 3. Installing Calendar, Roles & Regulations 4. Reaching Out 5. Analyzing, Refining & Regrouping 10/9/2013 Use of Social Media in Your Vascular Practice 18
    • 19. Start Blogging (Freelancer, P/T) 10/9/2013 Use of Social Media in Your Vascular Practice 19
    • 20. Content 10/9/2013 Use of Social Media in Your Vascular Practice 20
    • 21. Editorial Calendar 10/9/2013 Use of Social Media in Your Vascular Practice 21
    • 22. Initial Platforms 10/9/2013 Use of Social Media in Your Vascular Practice 22
    • 23. Where are you? 10/9/2013 Use of Social Media in Your Vascular Practice 23
    • 24. Blog Talk Radio www.blogtalkradio.com/columbiasurgery 10/9/2013 Use of Social Media in Your Vascular Practice 24
    • 25. Thank You 10/9/2013 Use of Social Media in Your Vascular Practice 25

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