Healthcare and Social Media : 2009 Trends & Strategy 03/11/2009 Scott Meis | Sr. Project & Social Media Director

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

Chicago-based strategic communications firm working with a variety of corporate, government and nonprofit clients.

www.grisko.com

The Big Shift Healthcare and Social Media

Social Media Defined Communications using online technologies to share opinions, insights, experiences and perspectives with each other. Healthcare and Social Media

Communications using online technologies to share opinions, insights, experiences and perspectives with each other.

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

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

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

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

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

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

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

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!

The BIG Question Should My Organization Be Using Social Media? Healthcare and Social Media

Should My Organization Be Using Social Media?

Start By Listening Get Busy Monitoring! Google Alerts Google Reader WhosTalkin , Twitter Search , Technorati Healthcare and Social Media

Get Busy Monitoring!

Google Alerts

Google Reader

WhosTalkin , Twitter Search , Technorati

Choose Your Audience Internal Communications? External? Patients? General Public? Research! Social Technographics Profile Establishing Your Social Media Network

Internal Communications?

External? Patients? General Public?

Research!

Social Technographics Profile

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

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!

Define Your Strategy Set a timeline and focus on reasonable, practical goals Be consistent Analyze, measure and assess frequently ADAPT! Healthcare and Social Media

Set a timeline and focus on reasonable, practical goals

Be consistent

Analyze, measure and assess frequently

ADAPT!

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

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

Sample Social Media Platform Healthcare and Social Media Your Website

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

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?

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

...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?

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

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

What It Will Take - Graph from Beth Kanter Healthcare and Social Media

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

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

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

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!

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

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

The Big BIG Takeaway 10 Steps to Get Going TODAY 10. Get going! Be patient and stay active. Healthcare and Social Media

10 Steps to Get Going TODAY

10. Get going! Be patient and stay active.

Case Study – Mayo Clinic Online Newsroom Podcasts and Blogs YouTube Channel , Facebook Page Sharing Mayo Clinic Healthcare and Social Media

Online Newsroom

Podcasts and Blogs

YouTube Channel , Facebook Page

Sharing Mayo Clinic

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

Scott Meis

[email_address]

312-335-0100

www.grisko.com

Suggested Reading: Blogs – Beth’s Blog , SMUG , Social Media Snippets , Groundswell