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Healthcare Social Media Success Strategies
 

Healthcare Social Media Success Strategies

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A webinar moderated by Jake Wengroff, Global Director of Social Media, on the healthcare industry's use of social media for marketing, information, and communications.

A webinar moderated by Jake Wengroff, Global Director of Social Media, on the healthcare industry's use of social media for marketing, information, and communications.

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    Healthcare Social Media Success Strategies Healthcare Social Media Success Strategies Presentation Transcript

    • WelcomeWe will begin shortly…
      Event Sponsors
    • Social Media has changed our world.  Educate, Engage, Expand!
      _______________________________________________________________
      Healthcare Social Media Success Strategies
      May 5, 2011
       Social Media Training Inc. – Confidential & Proprietary
    • Our speakers today:
      Moderator: Jake Wengroff, Global Director of Social Media Strategy and ResearchFrost & Sullivan
      Speaker: Jeremy Morris, Senior Director of StrategyWax Custom Communications
      Speaker: Dana Lewis, Interactive Marketing SpecialistSwedish Medical Center
      Speaker: Kelly Colbert, Marketing Strategy DirectorWellPoint, Inc.
    • Your Moderator
      Jake Wengroff
      Global Director
      Social Media Strategy & Research
      (210) 247-3806
      mobile (917) 952-6816
      jake.wengroff@frost.com
      Follow Frost & Sullivan on Twitter
      @Frost_Sullivan
      @JakeWengroff
    • 8
    • 9
      “Not everything that can be counted counts, and not everything that counts can be counted”.
      9
    • 10
      “There’s no such thing as a social media strategy”.
      10
    • 11
      11
    • 12
      What problem are we trying to solve?
      12
    • 13
      Deus Ex Machina (w00t!!)
      13
    • 14
      The only 5 ‘social media’ rules you need to remember
      Know your customer
      Understand what they’re trying to do
      Help them do it
      On their terms
      Rinse and repeat
      14
    • 15
      Listen & Learn
      15
    • 16
      Engage
      16
    • 17
      Brief case study
      1,000 followers
      10,500 ‘likes’
      300,000 views
      17
    • _______________________________________________________________
      WHY SOCIAL MEDIA IN HEALTH?
      Dana Lewis | @danamlewis
      Interactive Marketing Specialist @Swedish
      (We can’t afford not to.)
       Social Media Training Inc. – Confidential & Proprietary
    • Who uses social media in health care?
      _______________________________________________________________
      • Patients
      • 80+% of Americans search online for health info
      • Physicians
      • 86% search online for health information in their practice
      • Organizations
      • ~900 Hospitals => ~3,000 Social Networking/Media Sites
      • …and you
       Social Media Training Inc. – Confidential & Proprietary
    • Why do people use social media in health?
      _______________________________________________________________
      • Patients
      • Learn about symptoms, diseases/conditions, options
      • Educate themselves, understand treatments
      • Support
      • Physicians
      • Ongoing education
      • Resources for treating patients (medical research)
      • Peer-to-peer support
      • Marketing/promotion
      • Organizations
      • Connect to patients/consumers/customers & provide resources
      • Public health information
      • Virtual “help” desk and patient/customer relations
    • What is social media in health care?
      _______________________________________________________________
      • Live-tweeted or streamed patient procedures
      • Health education videos
      • Health parody videos
      • Blogs sharing health care information
      • Patient support networks
      • Physician peer support via physician networks
      • Collaboration
      • Crowd-sourcing
      • Conversation
      • Webinars, tweetchats, threaded conversations
    • At Swedish, we do social media with:
      Patients
      Family/communities
      CEO
      Senior leadership
      Physicians
      Nurses
      Other Swedish employees
      Community partners
    • One size never fits all
      • Curator of health information, local resources
      • Swedish news, primary care/general patient information, local news & resources
      • Physician bios, FAQs, hot topics
      Different communities, different messaging
    • 210,000+ views
    • #SleepUp
      +
      =
      10,000 participants
    • Make it interesting
      435,000+ views
    • Swedish.org/blog
    • Everyone wins
    • Swedish.org/blog
      All physicians can blog directly on physician profiles
      Main blog is ‘curated’
      Specialty blogs can be developed
      Helps physicians & others tell their stories, stand apart online
      Another place for two-way conversations
    • Engage with us online: www.swedish.org/engage
      Dana Lewis | @danamlewis | dana.lewis@swedish.org
    • Socializing Social Media within your company
      Organizational and Educational tips
      Kelly Colbert
      Marketing Strategy Director
      WellPoint, Inc.
    • Make sure your social media programs are social - involve your entire company!
      Fans, followers, tweets, updates, FB apps, listening, brand channels, hashtags. It’s tempting to retain the mystique…
      Social media comes with lingo – which we need to demystify. If your organization doesn’t understand social media, they will not understand your social media success.
      Two ways to prepare your company: education and organization.
      32
    • Organization
      Consider ways to educate from the top down. If executives feel conversant in social media, they will telegraph positive impressions to their teams.
      We have a Marketing Leadership Council. From this, we created a Social Media Subcommittee.
      The subcommittee is: a group of senior executives who met monthly to learn more about social media programs at our company
      The subcommittee is not: a manager-level group with any approval or authority over social media marketing program rollout.
      33
    • Organization: Social Media Subcommittee
       The Subcommittee was formed to give broad access to and information on our early social media efforts across the enterprise. Representatives from various Marketing groups, Human Resources, Legal, IT, Care Management and others meet to review new developments in the social media arena.
      This cross-functional social media subcommittee has provided guidance on the evolution of our social media efforts.
      34
    • Organization: Social Media Subcommittee
      The types of things we shared at the subcommittee level:
      Socialgraphics research
      Social media campaign results
      Annual social media strategy
      Social media policies
      Social Media “so what”
      The benefit: We don’t suffer from last minute road blocks nor do we have to deal with an audience that is ill-prepared for the innovative social media programs we are developing. We also have social media advocates across the organization, who feel a part of the growth of social media in the organization.
      35
    • Organization: Your Subcommittee
      Use your subcommittee to evangelize the “so what” behind social media.
      Think of this group as your (senior) social ambassadors, which is necessary for social to grow and prosper within your company.
      36
    • Organization: Social Media - “So what…”
      Example of the ongoing social media “so what” information we share with our social media subcommittee.
      Brands are spending money on word-of-mouth and conversational marketing thus increasing the spend more rapidly than other forms of digital advertising
      In 2007 brands spent approximately $500 million on this type of marketing. By 2009 that number increased to $800 million and is projected to be at $3 billion by 2012
      Pepsi is spending $20+ million dollars on the social media component of “refresh everything” - forgoing Super Bowl exposure
      Just an example of the sorts of information we share that shows social media is on
      on the center stage.
      37
    • Organization: More Social Media – “So what”
      Social networks are measured differently than traditional media. Often impressions are replaced by what people did or felt, with emphasis on the “doing.”
      BestBuy measures 85% lower turnover as a result of its Blue Shirt community
      State Farm measures its internal blog by the improvement in morale
      ASPCA can track on-line donations and increased membership back to its social networking efforts
      IBM receives more leads, sales and exposure from a $500 podcast than it does from an ad
      Compaq Computer uses its own customers as its help desk, saving on staffing while increasing customer satisfaction
      Lego lets its customers design and produce the MindStorms software, saving on development costs while drawing its customers closer to the brand
      Our social media subcommittee can take these facts back to their teams
      38
    • Education: Spreading the word
      It’s tempting to keep social in a silo.
      There is a difference between managing social media marketing centrally and educating your employees on social media.
      We’re taken a centralized approach toward social media marketing (currently moving toward a hub and spoke model). However, we’ve gotten a lot of demand for social media education and we have developed educational programs to meet this demand.
      39
    • Identifying groups and type of education necessary
      Socialized social media on the executive level through the social media subcommittee, but there are many levels that are ripe for education.
      We identified the right group of people to undergo education and training and then considered what sorts of things this group needed to learn about social media.
      We called the group the Social Media Center of Excellence which was aspirational at the beginning and then we identified the crucial components of social media that would comprise our education program.
      40
    • Education: Two approaches
      Social Media Center of Excellence
      This group of 25 cross-functional associates (manager-level) is being trained in our social media strategy along with standard social media best practices.
      This group meets quarterly with the Altimeter Group (our social media consultant) and with our internal social media strategist monthly so as social programs are developed across the enterprise, they work in concert with each other and employ best practices and use standard metrics for success.
       
      Social Media 101 Training
      Developed content for a Social Media 101 course which will initially be extended to the Center of Excellence group and eventually distributed more broadly. This course has 10 modules and will educate associates on:
      The basics of social media.
      Facebook, YouTube, Twitter, blogs: best practices and examples of success programs
      QR codes, location-based technologies, listening technology and more.
      41
    • Question and Answer Session
      Please submit your questions now.
      Other questions can be posted and answered on our LinkedIn Group.
      www.socialmediatraininginc.com
      The deck and recording will be emailed to all registrants and attendees.
      Thanks to our sponsor, Wax.
      www.waxcom.com
    • Thank you!
      Event Sponsors