Anne_Davis_Social Marketing Presentation

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A general overview of implementing social media into a healthcare setting,

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Anne_Davis_Social Marketing Presentation

  1. 1. Introduction to Social Marketing.<br />
  2. 2. What is Social Media ?<br />Social media is the use of web-based <br /> and mobile technologies to <br />turn communication into <br />interactive dialogue (Wikipedia).<br /><ul><li>The Groundswell is a social trend </li></ul> in which people use technologies to <br /> get what they need from each other, rather than from traditional institutions like corporations (Li, & Bernoff, 2008, pg. 9)<br />Li, C, & Bernoff, Josh. (2008). Groundswell. Boston, MA: Harvard Business Review Press.<br />http://en.wikipedia.org/wiki/Social_media_marketing<br />
  3. 3. Social Media Channels<br /><ul><li>Social networking sites (Face Book, Twitter)
  4. 4. Online forums (Digital Point)
  5. 5. Photo sharing sites (Flickr)
  6. 6. Video sharing sites (YouTube)
  7. 7. Blogs (Blogger)
  8. 8. Social Reviews ( Yelp)
  9. 9. Social bookmarking sites (Digg)
  10. 10. Social measuring (Technorati)</li></li></ul><li>Why Social Media in Health Care?<br /><ul><li>76% of online consumers search the internet for health care information </li></ul>(Medical Marketing and Media)<br /><ul><li>More U.S. adults turn to the internet than to doctors for obtaining health and medical information. </li></ul> (Q3 2008) Manhattan Research.<br /><ul><li>The average person can share health related information with a 50-person network within 30 days. </li></ul>(“Influencers and Health Advertising”,MedTrackAlert and Interactive Media Studies (IMS) Program at Miami University in Oxford, Ohio Study, 2007)<br />http://www.youtube.com/watch?v=CHAnNzlBiz8&NR=1<br />
  11. 11. 7 C`s of Social Media Usage Ways to apply Social Media Channels to Healthcare settings.<br />Communication<br />Cause support/Sponsorship<br />Consumer research<br />Customer service<br />Community building<br />Contests<br />Connecting others<br />Jonathan Richman, 2010<br />http://www.doseofdigital.com/2010/02/the-seven-uses-social-media-business/<br />
  12. 12. Preparing to Enter the Groundswell<br />POST, 4 step planning process-<br />People; <br />What are my customers ready for? <br />Objectives; <br />What are my goals?<br />Strategy; <br />How do I want my customer relations to change?<br />Technology; <br />How should the marketing strategy be delivered?<br />Begin by profiling customers for free with HERO<br />(Li, & Bernoff, 2008. Pgs. 67-68) <br />
  13. 13. Begin ListeningA well designed objective is S.M.A.R.T<br />Companies pay over $15 billion annually for market research. (“Honomichl Global Top 25; the World’s Leading Market Research Firms, 2006).<br />Develop a private community. <br />Replaces focus groups.<br />Eliminates survey costs and analysis.<br />Generates simple and precise reports.<br />Access to real time customer reviews.<br />Can help evaluate rate of return on<br />objective and investment.<br />
  14. 14. Monitoring Social Media<br />
  15. 15. Company Considerations<br /><ul><li>Develop a company policy regarding social media </li></ul> that honor HIPPA <br /> regulations. <br />Policy database<br /><ul><li>Train managers, marketers, HR and public relations officers.
  16. 16. Assign a senior person to interpret information and create plans of action.</li></li></ul><li>Bringing it all together.<br />Hospital use social media strategies in surprising ways, we can too?<br />Tweet live procedures<br />Train medical personnel<br />Provide accurate health information<br />Reach the mainstream media<br />Communicate in times of crisis<br />5 examples of social media in healthcare marketing. Retrieved from http://www.toprankblog.com/2010/01/social-media-healthcare-marketing/.<br />Thank you for your time!<br />

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