six degrees social media marketing in health care
03 02 09
s i x d e g r e e s | a sensory branding agency
Monday, March 2, 2009

what is social media? 2
social media is the use of electronic
and internet tools for the purpose of
sharing and discussing information and
experiences with other human beings.
- Wikipedia
s i x d e g r e e s | a sensory branding agency
Monday, March 2, 2009

opportunity:
create “pull” through social media
in addition to regular “push”
marketing efforts
Monday, March 2, 2009

?
why social media
Monday, March 2, 2009

the web has changed 5
© Shantanu Adhicary, Final Year Industrial Engg. | 2008-2009 | With Inputs from:
11/21/2008 Narayanan Hariharan: Director- The Mantra and Marta Kagan: Social Evangelist and 1
Online Marketing Pro
s i x d e g r e e s | a sensory branding agency
Monday, March 2, 2009

the old communications model 6
one way
push content to customer
MEDIA
COMPANY/
CUSTOMER
BRAND
BRAND USAGE
BRAND EXPERIENCE
business-crafted content
information control
s i x d e g r e e s | a sensory branding agency
Monday, March 2, 2009

the new communications model 7
ialog user-crafted content
MEDIA
COMPANY/ WEB CUSTOMER
BRAND
BRAND USAGE
BRAND EXPERIENCE
information sharing
pull customer to message
s i x d e g r e e s | a sensory branding agency
Monday, March 2, 2009

what do people trust?
14% of people trust ads
78% trust the opinions &
recommendations of other people
Nielsen Report, 2007
s i x d e g r e e s | a sensory branding agency
Monday, March 2, 2009

...if you have a quality product –
not to mention a breakthrough
product – enable & empower your
customers to help you sell it!
Monday, March 2, 2009

social media marketing takes
advantage of internet technology
and behavioral trends to offer a
low cost means of creating
marketing “pull”
Monday, March 2, 2009

physicians are online
95% of docs go online for medical information
85% of docs use net before or after work
49% of docs use net between patient
consultations
23% of docs use net during patient consultations
Guideline, 2008
s i x d e g r e e s | a sensory branding agency
Monday, March 2, 2009

physicians are online
88% of surveyed docs consider the net an
important source of specialty specific information
52% use smart phones/PDAs or other portable
devices
sermo, an online service for physicians, has
30,000 members and is growing
75% of sermo docs are 45 and older
Guideline, 2008
s i x d e g r e e s | a sensory branding agency
Monday, March 2, 2009

?
how to use social media
Monday, March 2, 2009

using social media marketing
create and sponsor an “anchor” microsite for the
product
structure site to allow physicians, and other
HCPs, to discuss their experiences, opinions
and aspirations regarding the product in words,
presentations, video and other rich media
provide tools that enable use of testimonials
through rich media
s i x d e g r e e s | a sensory branding agency
Monday, March 2, 2009

using social media marketing (cont’d)
use a posting delay to review content and
remove anything that violates regulatory
requirements and anything that is obviously
malicious – otherwise exert no editorial review
drive customers and prospects to the site
publish content to other sites and link to your
main site for increased SEO
syndicate to your target audience
s i x d e g r e e s | a sensory branding agency
Monday, March 2, 2009

metrics to use
web traffic
RSS subscribers
posts/comments
requests for information
s i x d e g r e e s | a sensory branding agency
Monday, March 2, 2009

thank you! six-degrees.com
8040 east gelding drive scottsdale, az 85260 480.627.9850
Monday, March 2, 2009