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Online Community Building in Healthcare - NESHCo Webinar

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These are the slide from Dan Dunlop's webinar for the New England Society of Healthcare Communications. The webinar was held on February 27, 2014.

These are the slide from Dan Dunlop's webinar for the New England Society of Healthcare Communications. The webinar was held on February 27, 2014.

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Transcript

  • 1. Healthcare Marketing Reform: Moving from Marketing to Community Building Presentation by Dan Dunlop
  • 2. Real Simple &Huffington Post: 3,583 Women
  • 3. Real Simple Poll
  • 4. Real Simple Poll
  • 5. Real Simple Poll
  • 6. The Connected Consumer  Broadcast era is over  Can‟t simply buy people‟s attention  The consumer controls:  What they view  When they view it  And how they view it (what screen)  Community building is an ideal way to take advantage of this trend  Helps brands connect with their audiences in a more human manner
  • 7. Real Simple Real Poll Simple &Huffington Post:
  • 8. Marketing as Community Building  New reality: population health management  Need for healthcare marketing reform  Moving from marketing “to” women (and families) to marketing “with” women  Making an investment in community  Deepening engagement with your brand  Must feel authentic  Provide value via the relationship  How do you enrich her life?  Sense of community - belonging
  • 9. What Does Value Look Like?        Entertainment Information resource Sense of belonging Opportunity for self-expression Opportunity to be heard; to share Emotional connection All of these should be present within a community
  • 10. The Role of Community “As long as women feel safe in a community, they will feel free to express their personal viewpoints which adds authenticity and attracts other women „like them‟, increasing a community‟s value,” Toby Bloomberg, Founder of the Diva Marketing Blog and recognized by Forbes as a top social media blogger. 10
  • 11. Elements of Community         Reciprocity Shared values or interests Commonality Listening – We want to be heard Valuing the opinions of others Support – emotional and informational Kindness/Civility Feeling valued and appreciated
  • 12. Environments/Communities  Blogs  Social networking platforms: Facebook, Pinterest, etc.  True online communities (Inspire, Everyday Health, etc.)  Inspire.com: 5 million+ blog posts by members (working with Stanford Medicine)  Your website! What kind of environment have you created? The low hanging fruit.
  • 13. Community allows you to learn from your constituents; these are listening and learning platforms.
  • 14. A New Role for Marketers: Creating Environments for Healing & Sharing
  • 15. Community Building Marketing as Community Building  Fundamental Change: 15
  • 16. Hive Marketing Social Media and Market Segmentation
  • 17. Facebook& “Community”
  • 18. Keys to Building Community on Facebook  Segmentation!  You need to “feed” the conversation  Profile clinicians – always generates comments  Encourage discussion and sharing  Ask for opinions and photos  Respond to comments and questions publicly  Enrich the brand experience with photos and videos
  • 19. This is Every Hospital 19
  • 20. Their Facebook Page: Not About Pelvic Health
  • 21. Blogs for Community Building
  • 22. 3,000+ Blogs; 55 million readers
  • 23. SignatureMoms.com
  • 24. Signature Moms Blog  8 bloggers from the community  42,000 visits in 2012  64,234 visits in 2013  Surpassed 149,000 total visits!  2,500+ subscribers  600+ comments
  • 25. Visits To Date
  • 26. Every Woman Blog  Lexington Medical Center, West Columbia, SC  8 bloggers from the community  27,000 visits in 2012  44,695 in 2013  700+ comments
  • 27. El Camino Hospital Pelvic Health
  • 28. Online Patient Support Communities
  • 29. Online Patient Support Communities  “The proliferation of Web forums and discussion boards and medical blogs all speak to our inherent desire to seek out those like us, to affirm the symptoms and aberrations we’ve finally found a name for, to assimilate into a community when we’ve felt isolated from the larger world of the healthy for so long.” Life Disrupted: Getting Real About Chronic Illness In Your Twenties and Thirties, by Laurie Edwards
  • 30. Online Patient Support Communities  “When I was finally diagnosed, it was very important to me to find other people with my problems. Determined to find a community; however remote or far-flung it was, I scoured the Internet looking for PCD and bronchiectasis Web rings and Internet groups. I read all the discussion forums threads in earnest, and even posted now and again. Story after story dealt with misdiagnosis, and our narratives included many of the same details. This is like reading my life story, I thought over and over…” Life Disrupted: Getting Real About Chronic Illness In Your Twenties and Thirties, by Laurie Edwards
  • 31. Online Communities for Women Health is a constant topic of conversation.
  • 32. Twitter Chats as Communities (#HCSM, #BCSM, #HCLDR)
  • 33. #HCLDR Twitter Chat
  • 34. #BCSM Twitter Chat
  • 35. Your Website as an Environment that Invites Community & Engagement
  • 36. Using Video to Provide Value for the Consumer
  • 37. Meet Michele Finkle, MD
  • 38. Meet Jan Paradise, MD
  • 39. Creating Your Own Community  Private Facebook Groups  Ning  Start your own group on a platform like Inspire.com  Microsoft‟s SharePoint 62
  • 40. My Ning Community
  • 41. Marketing Your Community  First, manage expectations. Slow growth is normal.  Tools for cross promoting your community:  Website  Social media platforms  Signage within your facility!  Handouts for patients  QR codes in your exam rooms.  Don‟t rule out traditional tools: print ads, posters
  • 42. Community Lifecycle  Inception  Invite members to join  Help to initiate and sustain discussions  Encourage habit of visiting the site frequently to keep up with conversations  Invest time in building relationships with members  Establishment      Supply regular stream of content Facilitate conversation Organize events and interaction Resolve conflict Community-building tactics Source: FeverBee 65
  • 43. Community Lifecycle  Maturity     Provide focus and direction Promote the community within its sector Set growth and retention goals Set ongoing goals and visions for the community  Self-Sustaining  If the audience is large enough, begin investigating the establishment of sub-groups  Train leaders of sub-groups  Promote and support sub-groups Source: FeverBee 66
  • 44. Remember the Hive  Attract people with shared interests  Make them feel welcome  Encourage them to tell their stories and interact  Feed their interest with good information  Position your organization as a resource with a shared passion for the subject  Let them become your ambassadors, telling your story and inviting others to the hive. 67
  • 45. Gladly Accepting New Clients! Dan Dunlop, Principal Jennings Email: ddunlop@jenningsco.com Twitter: @dandunlop Linkedin: www.linkedin.com/in/dandunlop/ Blog: www.TheHealthcareMarketer.Wordpress.com

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