Engaging Female Healthcare Consumers with Blogs

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This is Dan Dunlop's presentation from the 2012 Spring Conference of the Virginia Society for Healthcare Marketing and Public Relations.

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  • BTH – Examples of a couple of comments from visitors to the blog
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  • BTH – Shows Twitter followers growing the first few weeks of the promotion
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  • Engaging Female Healthcare Consumers with Blogs

    1. 1. Engaging Female Healthcare Consumers with Blogs Virginia Society for Healthcare Marketing and Public Relations Dan Dunlop, Jennings April 19, 2012
    2. 2. Marketing to Women• Market “with” rather than market “to”• Engage and allow for conversation• Communicate shared values• Must feel authentic• Provide value via the relationship – How do you enrich her life? – Sense of community - belonging
    3. 3. Social Networks & Psychology• Social Networks: Supreme community building tools• A gift (and a potential curse) to healthcare marketers• The psychology of social networking: – The importance of connecting; sense of community – Allows one to create a more vivid personal brand – Sense of empowerment• The brain reacts to social networking interaction as if they were in-person interactions (oxytocin hormone); Users get the same emotional benefit• Heightened feeling of trust, empathy and generosity
    4. 4. The Mommy Blog Phenomenon• Deep South Moms Blog• Organic and Green Mom Blog• Mile High Moms• A Mediocre Mom Blog• Frugal Mom Blog• American Muslim Mom Blog• Snarky Mommy• Crafty Mom Blog• Single Mom Blog• Agnostic Mom Blog• Ninja Mom
    5. 5. Understanding the Social Mom http://tinyurl.com/4pqu2cp
    6. 6. Why does your hospital use social media? Is there strategic intent?
    7. 7. Hive Marketing• Brings together individuals with a shared interest (moms, for example)• Allow them to share their passion• Feed them info that confirms their decision to support the brand• Give them a forum to express their support• Activating them when needed
    8. 8. Important Vehicle for Segmenting Your Audiences• You are not speaking to a homogenous group• Engage segments of your customer base by creating vehicles that speak to them specifically• “Social media will prove to be the nail in the coffin of the one-size-fits-all customer experience model.” Robert Wollan & Nick Smith• Mommy blog, dad blogs, women’s blog…
    9. 9. Twitter/Facebook/Blog Trifecta• Power of using these in tandem• Twitter’s ability to reach out• Facebook’s positive character, storytelling ability and group-building capacity• Blog: long-form storytelling; ability to establish a brand voice/personality
    10. 10. Hospital Blogs Seattle Mama Doc Wendy Sue Swanson, MD
    11. 11. Hospital Blogs
    12. 12. Hospital Blogs
    13. 13. Hospital Blogs
    14. 14. Branded FacebookPage
    15. 15. Hospital Blogs
    16. 16. Merrimack Valley Moms
    17. 17. Merrimack Valley Moms Blog• How do we engage busy moms?• Lowell General Hospital & Tufts Medical Center decided to start a mommy blog for the Merrimack Valley Region of Massachusetts.• Recruiting bloggers via a Facebook contest• The contest’s impact on Twitter and Facebook• Building community: Mommy Blogger Brunch
    18. 18. Merrimack Valley Moms
    19. 19. Facebook Promotion• Posted contest announcement to Facebook Wall: – Looking for 4 local moms to serve as bloggers – $250 prize and a position as a mommy blogger – Month-long promotion – Entries: write on our Facebook Wall and tell us why you’d be a great mommy blogger – Extended the contest to heighten interest – Selected 4 local moms and one employee of LGH
    20. 20. Facebook Promotion• Posted contest announcement to Facebook Wall: – Lots of engagement during the contest – Supporters of each of the blogger candidates would come to the site and voice their support – Drove Facebook likes and Twitter Followers – The announcement of the winners led to terrific press coverage – Each blogger brought her own group of followers to our new community!
    21. 21. Merrimack Valley Moms Spreading the word via area Facebook groups
    22. 22. Merrimack Valley MomsExamples of engagementon Facebook
    23. 23. Mommy Blog Brunch• Purpose: create community• Encourage the moms to support one another – Comment on each other’s blog posts – Promote posts via Facebook and Twitter• Teach mommy bloggers how to use Twitter• Explain rules of engagement• Distribute the posting schedule• Video the moms for intro posts
    24. 24. http://tinyurl.com/4pqu2cp
    25. 25. http://tinyurl.com/4pqu2cp
    26. 26. Rules of Engagement• Keep it positive• Write about your life experiences• Avoid negatives – not here to critique local businesses• Generally avoid healthcare as a topic• Avoid becoming an expert
    27. 27. Blog Mechanics• Wordpress blog – very easy• Post 4 to 5 times each week• Moms submit word documents and photos• Marketing team edits and posts entries• We supplement with posts about local events and hospital events• Guest bloggers from the hospital• Marketing team approves comments
    28. 28. Blog Mechanics• A link to each new entry is posted to the hospital’s Facebook wall• We Tweet a link to each new post (LGH and Tufts Medical Center)• We created a hashtag to make it easy to follow the blog on Twitter (#mvmoms)
    29. 29. Engagement & Results• What we’ve seen so far (launched May ‘10): – 478 comments!! Comments = Engagement – 36,000+ visitors – Average $1,500+ per month – 50 visitors per day• 15 hours per month to maintain
    30. 30. Results/Outcomes• Community - made up of our target audience• Vehicle for marketing service lines• Vehicle for marketing our affiliation• Press coverage – regional and industry-wide• A model for engagement that can be sustained• Opportunity for year-round engagement• Deepened relationship with target audience• Enhanced social media presence across platforms
    31. 31. Results/Outcomes• MV Moms had 18,153 visits in 2011; 1,500 per month• 412 comments to date; 97 posts in 2011• To date, 231 click throughs for more info about Floating Hospital for Children• To date, 365 click throughs for more info about Lowell General Hospital• Blog’s top referrers have been Facebook, LGH website and Twitter• LGH – now 1,220 Facebook followers• 1,197 Twitter followers• Both grew significantly during the contest
    32. 32. Results• FY2011: 14% increase in patient volume at the pediatric specialty clinic• 2,787 new patients across 11 specialties
    33. 33. Merrimack Valley Moms
    34. 34. Merrimack Valley Moms
    35. 35. Merrimack Valley Moms
    36. 36. Merrimack Valley Moms
    37. 37. Feature from Lowell General’s newsletter
    38. 38. Cross Promotion
    39. 39. What We Learned• Bloggers vary in productivity• Need additional bloggers to sustain momentum and keep interest• Developed a second contest to recruit more bloggers• Consumers want and expect health content• Challenge securing guest bloggers from hospital – adding health content
    40. 40. SignatureMoms.com
    41. 41. Signature Healthcare• In affiliation with Tufts Medical Center• Brockton, Massachusetts• Lost connection with the community• Financial challenges• Leadership transition• Suburban competitors• No social media presence• Blog launched January 2011
    42. 42. Overall Ad Campaign
    43. 43. http://signaturemoms.com/
    44. 44. SupportingPrint Ad
    45. 45. Supporting Bus Ad
    46. 46. Facebook Promotion & Engagement
    47. 47. Facebook Promotion & Engagement
    48. 48. Facebook Promotion & Engagement
    49. 49. http://tinyurl.com/4pqu2cp
    50. 50. http://tinyurl.com/4pqu2cp
    51. 51. Results• 41,000+ visitors to date• 633 comments• 191 posts• 200+ subscribers• Top referrers include Google, Facebook, Wordpress, Pinterest and Twitter
    52. 52. Blog Traffic – First Six Weeks• 1,154 visitors during first 6 weeks (contest period)
    53. 53. Blog Traffic• 2,999 visitors during first 11 weeks
    54. 54. Early Facebook Demographics• 204 Facebook fans during first 6 weeks (contest period)• 25,160 post views, 252 post comments/likes
    55. 55. Rapid Twitter Growth• 328 Twitter followers by end of contest• 604 updates
    56. 56. Measure of Online Influence
    57. 57. • Daily News ReTweeted 201 times; 281 online views•http://paper.li/SignatureHlth
    58. 58. Questions:• Should the mommy blog have its own Twitter feed?• Facebook page?• What are the opportunities to further build community in real life – in conjunction with the mommy blog? Events? Seminars?• Should you allow advertising on the site?
    59. 59. Other Types of Blogs to Engage Different Constituents
    60. 60. Blue-Eyed Bride
    61. 61. Contact Information• Dan Dunlop, Jennings – ddunlop@jenningsco.com – Twitter: @dandunlop & @JenningsHealth – Blog: http://thehealthcaremarketer.wordpress.com

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