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Hive Marketing - ISHMPR Presentation

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These are slides from Dan Dunlop's presentation at the 2010 Conference of the Illinois Society for Healthcare Marketing and Public Relations.

These are slides from Dan Dunlop's presentation at the 2010 Conference of the Illinois Society for Healthcare Marketing and Public Relations.

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Hive Marketing - ISHMPR Presentation Hive Marketing - ISHMPR Presentation Presentation Transcript

  • Hive Marketing: Using Social Media to Activate Brand Advocates
    ISHMPR Annual Conference
    Mark Shelley & Dan Dunlop
    Tuesday, November 9, 2010
  • Why does your hospital use social media to communicate with constituents?
    To engage and inform them. But to what end? What’s the strategy behind the engagement?
  • Hive Marketing & Social Media
    Based on an article by Mark Shelley and Dan Dunlop for Healthcare Marketing Advisor, January 2010.
    A subsequent article by Marianne Aiello is available on the HealthLeaders website
  • Hive Marketing Defined
    What first looks like an unorganized collection of individuals buzzing around, upon closer inspection becomes the foundation of a movement with focus and direction
  • Hive Marketing Defined
    Bringing together individuals with a shared interest
    Allowing them to share their passion
    In the case of brand advocates, giving them a forum to express their support
    Feeding them information that confirms their decision to support the brand
    Activating them when needed
  • Social Networks & Psychology
    Social Networks: The supreme hive marketing 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, accessible personal brand
    Sense of empowerment
    A negative outcome can be digital narcissism; the negative side of giving someone a voice!
    The 7 A’s of social media: Acknowledgement, Attention, Approval, Appreciation, Acclaim, Assurance/Affirmation, and to be “A Part of something” bigger than they are.
  • The Power of Community
    Oxytocin hormone – The generosity-trust chemical (also called the “cuddle drug”)
    Dr. Paul Zak, Neuroeconomist at Claremont Graduate University
    Studies have shown that the brain reacts to social networking interaction as if they were in-person interactions
    Social media users get that same emotional benefit
    Heightened feeling of trust, empathy and generosity
  • The Hive: Social Media Vehicles
    Examples:
    Facebook pages
    Hospital blogs
    Patient communities
    LinkedIn Groups
    Twitter Groups (Yes, Twitter Groups!)
    YouTube
  • Facebook
    A natural medium for hive marketing
    Friendly, supportive tone
    People “like” things
    Designed for people to show their support
    Pages vs. Groups
    How you know you’re being successful: engagement
  • LinkedIn Groups
    Groups can be open or private; members opt-in to communication
    Daily/weekly eblast for distributing news and discussions
    Ideal for communicating with employees and alumni, medical students and friends of the hospital
    Easy to create and maintain
    Post event notices and press releases to the group
  • Twitter & Twitter Groups
    www.twittgroups.com
    Allows individuals to follow a conversation stream
    Establishes a common #hashtag for the group
    Sense of community
    Constant flow of information
  • Twitter/Facebook/Blog Trifecta
    Power of using these in tandem
    Twitter’s ability to reach out
    Facebook’s storytelling ability and group building capacity
    Blog: long-form storytelling; ability to establish a brand voice/personality
  • Hospital Blogs
  • Hospital Blogs
  • Hospital Blogs
  • Patient Online Communities
    PatientsLikeMe.com
    Medhelp.org
    DailyStrength.org
    Organizedwisdom.com
    Everydayhealth.com
    Revolutionhealth.com
    ACOR.org
    HealthAngle.com
  • Patient Communities
  • Cultivating Your Supporters
    Truly a community building activity
    The care and feeding of the community:
    Post regularly
    Encourage engagement
    Reward engagement
    Keep things interesting
    Vary your outputs
    Don’t make it all about you
  • Building Up Equity for a Rainy Day
    “Green Stamps” analogy
    Social networks for crisis communications and issue management
    Circumvent traditional media when necessary
    Take messaging directly to audience, unfiltered
  • Ways To Use The Hive
    Countering negative news
    Correcting misinformation
    Sharing news directly with constituents
    Announcing events
    Managed care negotiation
    Issue management
    Weigh public opinion
    Health education
  • Lexington Medical Center
  • LMC Background
    West Columbia, South Carolina
    414-bed metropolitan medical complex
    Comprehensive, county-wide healthcare network
    More than 5,000 employees
    Affiliated physician practices, community medical centers, extended care facility
    NRC Consumer Choice Award winner
    Press Ganey Summit Award winner
  • LMC Heart Timeline
    The 10 year timeline:
    August 2000 – LMC’s Board approves the submission of a CON application for a diagnostic cath lab.
    January 2001 – LMC receives CON approval from DHEC.
    February 2002 – LMC opens diagnostic cath lab. Calendar Year 2003 – Cath lab performs 1,210 diagnostic catheterizations.
    April 2004 – LMC files CON to provide comprehensive cardiac services including open heart surgery and elective therapeutic cardiac caths.
    October 2004 – CON denied.
    February 2006 – LMC appeals DHEC’s denial of their open heart CON in administrative court.
  • LMC Heart Timeline
    April 2006 – The SC House and Senate each pass a bill that would have allowed LMC to perform open heart surgery.
    May 2006 – Governor Mark Sanford vetoes the bill.
    September 2006 - Administrative Law Court determines that a Lexington heart program would cause volumes to drop at Palmetto Health Richland and Providence Hospitals and should be denied for that reason.
    January 2008 – SC Supreme Court agrees to review and hear LMC’s appeal.
    November 2008 – LMC withdraws its appeal and submits a new CON for renovations, which includes the relocation of the Diagnostic Cath Lab Department, addition of a second cath lab and provision of emergency PCI services.
  • LMC Heart Timeline
    February 2009 – LMC reaches an agreement with Providence Hospital to de-license one of their cardiac suites, allowing LMC to add a new suite.
    April 2009 – Both houses of the SC Legislature pass a Joint Resolution commending LMC and Providence Hospitals.
    November 2009 - LMC receives CON approval from DHEC for the relocation of the Diagnostic Cath Lab Department, the addition of a second cath lab and provision for emergency PCI services.
    December 2009 – LMC and Providence Hospitals file a joint CON (the first in the history of DHEC) for the development of an open heart surgery program at LMC.
  • LMC Heart Timeline
    January 2010 - LMC relocates the Diagnostic Cardiac Cath Department and opens the second cardiac cath lab and makes provisions for emergency PCI services.
    April 2010 – LMC and Palmetto Health reach an agreement where LMC’s open heart program can proceed. Palmetto agrees not to contest LMC’s application.
    June 2010 – DHEC approves Lexington Medical Center’s CON to provide comprehensive cardiovascular services, including open heart surgery and elective therapeutic cardiac catheterizations.
  • The Need for Hive Marketing
    Contentious relationship with The State Newspaper
    Strong base of support in Lexington
    Need to put those supporters to work on behalf of the brand
    Need to get LMC’s story out without “spin”
    Need to communicate with and activate supporters without going through conventional media
  • Countering a Sea of Negative Publicity
  • Countering a Sea of Negative Publicity
  • Countering a Sea of Negative Publicity
  • Countering a Sea of Negative Publicity
  • Putting Social Media to Work
    We put our hive to work!
  • Putting Social Media to Work
  • Putting Social Media to Work
  • Lexington Wins Approval
  • Lexington Wins Approval
  • Coming Full Circle
  • Tufts Medical Center & BCBSMA
  • About Tufts Medical Center
    Academic Medical Center
    415-beds
    Boston’s Theater District
    The oldest permanent medical facility in the country
    Led by dynamic CEO Ellen Zane
    Also home to Floating Hospital for Children
    Teaching hospital for Tufts University School of Medicine
  • About Tufts Medical Center
    Competitive Boston Metro
    Partners Healthcare – Teaching affiliate of Harvard Medical School
    Brigham and Women’s Hospital
    Massachusetts General Hospital
    Another 6 or more community hospitals
    Beth Israel Deaconess Hospital
    Dana Farber Cancer Institute
    Children’s Hospital Boston (Harvard affiliate)
    New England Baptist Hospital
    Boston Medical Center
  • Tufts Medical Center & BCBS MA
  • Tufts Medical Center & BCBS MA
  • Managed Care Negotiation Breakdown
  • Bloggers Voice Support & Concern
  • Bloggers Voice Support & Concern
    Authentic voices join the conversation
  • Bloggers Voice Support & Concern
  • Dedicated Microsite
  • Facebook for Organizing Support
  • Dedicated Blog
  • Countering Misperceptions
  • The Power of One Individual’s Network
  • The Power of One Individual’s Network
  • Supporter Comments On News Sites
    Wall Street Journal
    Health Blog
  • Supporter Comments On News Sites
  • Merrimack Valley Moms
  • Merrimack Valley Moms Blog
    How do we engage busy moms?
    Lowell General Hospital decided to start a mommy blog for the Merrimack Valley Region of Massachusetts and Southern NH.
    Recruiting bloggers via a Facebook contest
    The contest’s impact on Twitter and Facebook
    Building community: Mommy Blogger Brunch
  • Merrimack Valley Moms
  • Merrimack Valley Moms
  • Merrimack Valley Moms
    Spreading the word via area Facebook groups
  • Merrimack Valley Moms
    Contest submissions from
    prospective mommy bloggers
  • Merrimack Valley Moms
    Examples of engagement
    on Facebook
  • Merrimack Valley Moms
  • Merrimack Valley Moms
  • Merrimack Valley Moms
  • Merrimack Valley Moms
  • Scott and White Hospital
    Fort Hood shootings (November 2009)
    Prominent example of social media for crisis communication
    Used Twitter to tweet updates to direct news media to official statements (43 tweet in 3 days)
    Used social media to dispel rumors and correct misinformation
    Tweets updated community of status of their ED (closed to all but Ft. Hood patients)
    Tweets asking for blood donations; led to more than 1,000 units being donated
    Posted hospital press conference on YouTube
    Videos of people donating blood
  • Scott and White Hospital
  • Tips for Getting Started
    Build your communities proactively, in anticipation of a need
    Nurture the community and its members (regular care and feeding)
    Participate, engage. Don’t just push information
    Don’t let the community languish
    Have some personality
    Reward engagement
  • Tips For Getting Started
    Cross promote between platforms
    Find community #hashtags (in Columbia, SC the most popular tag is #famouslyhot)
    Use hashtags to build followers
    RT good information relevant to your followers
    Follow local news media and community orgs
    Share links to your blog posts on Twitter and Facebook
    Use tags and categories for blog posts and YouTube videos
  • Tips For Getting Started
  • Social Networks & Crisis Communication
    Build social media tools into the plan; part of an integrated approach
    Ramp up “membership” before the need arises
    Consider the different constituents: news media, your employees, general public, patients and families, influentials, business leaders
    Assign monitoring and posting responsibilities
    Proactive listening, identify problems or miscommunication, define resolution, then engage with information (open and transparent communication)
    Often diffuse visible predicaments before they become full-blown crises
  • Social Networks for Healthcare Marketers
    Healthcare Marketing LinkedIn Groups
    http://www.linkedin.com/home?myGroups=&trk=hb_side_grps
  • Social Networks for Healthcare Marketers
    http://twittgroups.com/group/hcmktg
  • Contact Information
    Mark Shelley
    Email: msshelley@lexhealth.org
    Twitter: @LexMedCtr
    Dan Dunlop
    Email: ddunlop@jenningsco.com
    Blog – http://thehealthcaremarketer.wordpress.com
    Community – http://heathcaremarketing.ning.com
    Twitter - @dandunlop