Healthcare & Social Media: 2009 Trends & Strategy

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March 2009 presentation to Healthcare Public Relations & Marketing Society - Greater New York (HPRMS). Discussing current social media trends and tips to get started and engaged.

March 2009 presentation to Healthcare Public Relations & Marketing Society - Greater New York (HPRMS). Discussing current social media trends and tips to get started and engaged.

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  • 1. Healthcare and Social Media: 2009 Trends & Strategy 03/11/2009 Scott Meis | Sr. Project & Social Media Director
  • 2. Carolyn Grisko & Associates Inc.
    • Chicago-based strategic communications firm working with a variety of corporate, government and nonprofit clients.
    • www.grisko.com
    Healthcare and Social Media
  • 3. The Big Shift Healthcare and Social Media
  • 4. Social Media Defined
    • Communications using online technologies to share opinions, insights, experiences and perspectives with each other.
    Healthcare and Social Media
  • 5. Popular Types of Healthcare Social Media
    • Blogs – DiabetesMine , HealthMatters , WebMD , NYT HealthBlog
    • Microblogs – Livestrong , Stupid Cancer
    • Social Networking – OrganizedWisdom , PatientsLikeMe , DailyStrength , NursesRecommendDoctors
    • Podcasts – Johns Hopkins Medical Podcasts , Mayo Clinic
    • Social Sharing – Flickr , YouTube , ICYou
    • Forums – Revolution Health Groups , Google Health Groups
    Healthcare and Social Media
  • 6. How America Searches Health Information
    • 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
    Healthcare and Social Media
  • 7. Why Consumers Are Attracted to Social Media
    • People trust “a person like me” more than authority figures from business, government and media
    • Seeking ongoing dialogue, not one-way advertisement
    • Trust, transparency, openness, honesty
    Healthcare and Social Media
  • 8. Current Trends
    • 41% of users read blogs
    • 70% of users watch online video
    • Over 175 million users on Facebook
    • Over 6 million users on Twitter
    • Share! Connect! Comment! Engage!
    Healthcare and Social Media
  • 9. The BIG Question
    • Should My Organization Be Using Social Media?
    Healthcare and Social Media
  • 10. Start By Listening
    • Get Busy Monitoring!
    • Google Alerts
    • Google Reader
    • WhosTalkin , Twitter Search , Technorati
    Healthcare and Social Media
  • 11. Choose Your Audience
    • Internal Communications?
    • External? Patients? General Public?
    • Research!
      • Social Technographics Profile
    Establishing Your Social Media Network
  • 12. Set Your Objectives
    • Increase public reach of message, proactive media relations?
    • Increase patient traffic, reputation?
    • Drive traffic to Website?
    • Develop new avenue for patient care?
    • MOST IMPORTANT …
    • Make your message resonate!
    Establishing Your Social Media Network
  • 13. Define Your Strategy
    • Set a timeline and focus on reasonable, practical goals
    • Be consistent
    • Analyze, measure and assess frequently
    • ADAPT!
    Healthcare and Social Media
  • 14. Choose Your Tools
    • Is your target audience already talking to one another?
    • Focus on building long-term relationships
    • Remember:
    • - People meet in different online spaces
    • - They comment, share and influence
    • - They want to tell THEIR story – let them
    Healthcare and Social Media
  • 15. Sample Social Media Platform Healthcare and Social Media Your Website
  • 16. Measurement & Results
    • Embedded analytics on tool sites
    • Example: YouTube Insight
    • New patients?
    • Website analytics ( Google analytics )?
    • Video views & subscribers?
    • Expanded network?
    • Quality blog comments & subscribers?
    • Google search rankings?
    Healthcare and Social Media
  • 17. With or Without You . . .
    • ...the conversations are going to take place.
    • Are you going to engage and embrace?
    • Smartly save time, money, staff in connecting with patients to build lasting relationships?
    Healthcare and Social Media
  • 18. What It Will Take
    • Do you have top level and employee buy-in?
    • PR/Marketing staff member that can commit to being a Social Media Manager?
    • Commitment and desire to engage?
    • At least 1-2 hours to devote each day?
    • Small content creation budget?
    • Time and patience – it WILL NOT happen overnight
    Healthcare and Social Media
  • 19. What It Will Take - Graph from Beth Kanter Healthcare and Social Media
  • 20. The Big Takeaway
    • 10 Steps to Get Going TODAY
    • Sign up for Google Alerts or Google Reader , add news and blog RSS feeds
    • Assess your needs and purpose for social media
    • Narrow your target audience and plan tie-in with current or future outreach initiative
    Healthcare and Social Media
  • 21. The Big Takeaway
    • 10 Steps to Get Going TODAY
    • 4. Find 3 professional blogs, 3 personal interest blogs and follow regularly, comment
    • 5. Start a Facebook profile – set up a practice group, page and cause
    • 6. Start a private blog on Wordpress and practice!
    Healthcare and Social Media
  • 22. The Big Takeaway
    • 10 Steps to Get Going TODAY
    • 7. Join Twitter and Flickr , try it out!
    • 8. Join YouTube’s Nonprofit program , search and comment on videos you like, try purchasing a Flip camera
    • 9. Protect your brand , soak up username URLs
    Healthcare and Social Media
  • 23. The Big BIG Takeaway
    • 10 Steps to Get Going TODAY
    • 10. Get going! Be patient and stay active.
    Healthcare and Social Media
  • 24. Case Study – Mayo Clinic
    • Online Newsroom
    • Podcasts and Blogs
    • YouTube Channel , Facebook Page
    • Sharing Mayo Clinic
    Healthcare and Social Media
  • 25. Questions & Comments
    • Scott Meis
    • [email_address]
    • 312-335-0100
    • www.grisko.com
    • Suggested Reading: Blogs – Beth’s Blog , SMUG , Social Media Snippets , Groundswell
    Healthcare and Social Media