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.

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Healthcare & Social Media: 2009 Trends & Strategy

  1. 1. Healthcare and Social Media: 2009 Trends & Strategy 03/11/2009 Scott Meis | Sr. Project & Social Media Director
  2. 2. Carolyn Grisko & Associates Inc. <ul><li>Chicago-based strategic communications firm working with a variety of corporate, government and nonprofit clients. </li></ul><ul><li> </li></ul>Healthcare and Social Media
  3. 3. The Big Shift Healthcare and Social Media
  4. 4. Social Media Defined <ul><li>Communications using online technologies to share opinions, insights, experiences and perspectives with each other. </li></ul>Healthcare and Social Media
  5. 5. Popular Types of Healthcare Social Media <ul><li>Blogs – DiabetesMine , HealthMatters , WebMD , NYT HealthBlog </li></ul><ul><li>Microblogs – Livestrong , Stupid Cancer </li></ul><ul><li>Social Networking – OrganizedWisdom , PatientsLikeMe , DailyStrength , NursesRecommendDoctors </li></ul><ul><li>Podcasts – Johns Hopkins Medical Podcasts , Mayo Clinic </li></ul><ul><li>Social Sharing – Flickr , YouTube , ICYou </li></ul><ul><li>Forums – Revolution Health Groups , Google Health Groups </li></ul>Healthcare and Social Media
  6. 6. How America Searches Health Information <ul><li>36% want to see what other consumers say about medication or treatment </li></ul><ul><li>34% using social media, 46% using health portals, 67% using search engines </li></ul><ul><li>21% using Wikipedia </li></ul>Healthcare and Social Media
  7. 7. Why Consumers Are Attracted to Social Media <ul><li>People trust “a person like me” more than authority figures from business, government and media </li></ul><ul><li>Seeking ongoing dialogue, not one-way advertisement </li></ul><ul><li>Trust, transparency, openness, honesty </li></ul>Healthcare and Social Media
  8. 8. Current Trends <ul><li>41% of users read blogs </li></ul><ul><li>70% of users watch online video </li></ul><ul><li>Over 175 million users on Facebook </li></ul><ul><li>Over 6 million users on Twitter </li></ul><ul><li>Share! Connect! Comment! Engage! </li></ul>Healthcare and Social Media
  9. 9. The BIG Question <ul><li>Should My Organization Be Using Social Media? </li></ul>Healthcare and Social Media
  10. 10. Start By Listening <ul><li>Get Busy Monitoring! </li></ul><ul><li>Google Alerts </li></ul><ul><li>Google Reader </li></ul><ul><li>WhosTalkin , Twitter Search , Technorati </li></ul>Healthcare and Social Media
  11. 11. Choose Your Audience <ul><li>Internal Communications? </li></ul><ul><li>External? Patients? General Public? </li></ul><ul><li>Research! </li></ul><ul><ul><li>Social Technographics Profile </li></ul></ul>Establishing Your Social Media Network
  12. 12. Set Your Objectives <ul><li>Increase public reach of message, proactive media relations? </li></ul><ul><li>Increase patient traffic, reputation? </li></ul><ul><li>Drive traffic to Website? </li></ul><ul><li>Develop new avenue for patient care? </li></ul><ul><li>MOST IMPORTANT … </li></ul><ul><li>Make your message resonate! </li></ul>Establishing Your Social Media Network
  13. 13. Define Your Strategy <ul><li>Set a timeline and focus on reasonable, practical goals </li></ul><ul><li>Be consistent </li></ul><ul><li>Analyze, measure and assess frequently </li></ul><ul><li>ADAPT! </li></ul>Healthcare and Social Media
  14. 14. Choose Your Tools <ul><li>Is your target audience already talking to one another? </li></ul><ul><li>Focus on building long-term relationships </li></ul><ul><li>Remember: </li></ul><ul><li>- People meet in different online spaces </li></ul><ul><li>- They comment, share and influence </li></ul><ul><li>- They want to tell THEIR story – let them </li></ul>Healthcare and Social Media
  15. 15. Sample Social Media Platform Healthcare and Social Media Your Website
  16. 16. Measurement & Results <ul><li>Embedded analytics on tool sites </li></ul><ul><li>Example: YouTube Insight </li></ul><ul><li>New patients? </li></ul><ul><li>Website analytics ( Google analytics )? </li></ul><ul><li>Video views & subscribers? </li></ul><ul><li>Expanded network? </li></ul><ul><li>Quality blog comments & subscribers? </li></ul><ul><li>Google search rankings? </li></ul>Healthcare and Social Media
  17. 17. With or Without You . . . <ul><li>...the conversations are going to take place. </li></ul><ul><li>Are you going to engage and embrace? </li></ul><ul><li>Smartly save time, money, staff in connecting with patients to build lasting relationships? </li></ul>Healthcare and Social Media
  18. 18. What It Will Take <ul><li>Do you have top level and employee buy-in? </li></ul><ul><li>PR/Marketing staff member that can commit to being a Social Media Manager? </li></ul><ul><li>Commitment and desire to engage? </li></ul><ul><li>At least 1-2 hours to devote each day? </li></ul><ul><li>Small content creation budget? </li></ul><ul><li>Time and patience – it WILL NOT happen overnight </li></ul>Healthcare and Social Media
  19. 19. What It Will Take - Graph from Beth Kanter Healthcare and Social Media
  20. 20. The Big Takeaway <ul><li>10 Steps to Get Going TODAY </li></ul><ul><li>Sign up for Google Alerts or Google Reader , add news and blog RSS feeds </li></ul><ul><li>Assess your needs and purpose for social media </li></ul><ul><li>Narrow your target audience and plan tie-in with current or future outreach initiative </li></ul>Healthcare and Social Media
  21. 21. The Big Takeaway <ul><li>10 Steps to Get Going TODAY </li></ul><ul><li>4. Find 3 professional blogs, 3 personal interest blogs and follow regularly, comment </li></ul><ul><li>5. Start a Facebook profile – set up a practice group, page and cause </li></ul><ul><li>6. Start a private blog on Wordpress and practice! </li></ul>Healthcare and Social Media
  22. 22. The Big Takeaway <ul><li>10 Steps to Get Going TODAY </li></ul><ul><li>7. Join Twitter and Flickr , try it out! </li></ul><ul><li>8. Join YouTube’s Nonprofit program , search and comment on videos you like, try purchasing a Flip camera </li></ul><ul><li>9. Protect your brand , soak up username URLs </li></ul>Healthcare and Social Media
  23. 23. The Big BIG Takeaway <ul><li>10 Steps to Get Going TODAY </li></ul><ul><li>10. Get going! Be patient and stay active. </li></ul>Healthcare and Social Media
  24. 24. Case Study – Mayo Clinic <ul><li>Online Newsroom </li></ul><ul><li>Podcasts and Blogs </li></ul><ul><li>YouTube Channel , Facebook Page </li></ul><ul><li>Sharing Mayo Clinic </li></ul>Healthcare and Social Media
  25. 25. Questions & Comments <ul><li>Scott Meis </li></ul><ul><li>[email_address] </li></ul><ul><li>312-335-0100 </li></ul><ul><li> </li></ul><ul><li>Suggested Reading: Blogs – Beth’s Blog , SMUG , Social Media Snippets , Groundswell </li></ul>Healthcare and Social Media