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The Social Business of Health Care - Jamey Shiels PRSM Summit
 

The Social Business of Health Care - Jamey Shiels PRSM Summit

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The Social Business of Healthcare presented by Jamey Shiels at the PRSM Summit at Marquette University on Wednesday, October 10, 2012 provides an overview of how an integrated health system is ...

The Social Business of Healthcare presented by Jamey Shiels at the PRSM Summit at Marquette University on Wednesday, October 10, 2012 provides an overview of how an integrated health system is leveraging social media to improve the patient experience and advance the business. Topics include the evolution of how patients search for health information, the role of content strategy and the evolution of social business in the healthcare environment.

www.linkedin.com/in/jameyshiels

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  • Customer experience touch pointsConverged media imperativeLeverage the different touchpoints with your consumersWhether healthcare, finance, retail or dining, there is an opportunity to engage in the conversation and influence decisions and outcomes
  • Google has introduced an added experience in the traditional decision making processAs communications professionals, it’s an opportunity to meet consumers at multiple touchpoints along their journeyContent strategy must be executed to meet the emerging needs of this multiple influence worldOne customer comment becomes the next customers decision support.
  • Lets talk specifically about social healthWe’ve always had social networking – we used to call it support groups
  • 84% of patients use both online and offline sources for hospital research.Search drives nearly 3x as many visitors to hospital sites compared to non-search visitors. (77% uses search before booking appointment)Patients primarily search on symptoms and condition terms towards the moment of conversion.
  • Earned and owned become critical in this mixYour website as a resource for informationThe information about your organization on other propertiesSocial assets provide value for the ZMOT experience
  • Before and after impactSocial – earned and owned plays a role in the beginning and after the factEmpower patients and consumers by giving them opportunities to share – patient sharing blog or facebookManage the community and encourage and thank for sharingWord of mouth is a social powerhouseBuild brand loyalty and overall experienceThis is on overall experience
  • Leverage our paid, owned and earned content modelsIntegrate planning, content and technologyListen to the voice of the consumer in crafting strategies
  • Don’t just focus on device
  • Don’t just focus on device
  • A new model to bridge the gap between companies and consumers:External stakeholdersBusiness imperative to actively engage consumersBuild loyalty and allow for participation and influence participate and influence brandsInternal stakeholdersBoost productivity through a culture of sharingProvide collaborative tools to drive outcomes that business transformation
  • Content strategy powered for paid earned and owned media imperative

The Social Business of Health Care - Jamey Shiels PRSM Summit The Social Business of Health Care - Jamey Shiels PRSM Summit Presentation Transcript