SlideShare a Scribd company logo
1 of 16
Download to read offline
Understanding
              Social Business Models
                 Within Medicine



Starmark
Branding
Advertising
Interactive
PR
Direct
Mobile
Social
Analytics

                     © COPYRIGHT • ALL RIGHTS RESERVED
Starmark
               Our Backbone:

               Company Founded on Integrated Marketing

               Interactive, Social & Public Relations

               Return On Investment Focused

               Top-10 Diversity Owned Company in Florida

               Nationwide Recruitment

               Recognized Top South Florida CEO


               Includes:
                                                                                               Peggy Nordeen
               Fort Lauderdale (Headquarters)                                                           CEO

               San Juan, PR

               Orlando, FL




STARMARK.COM
                                                           © COPYRIGHT • ALL RIGHTS RESERVED
eTIPS.Starmark.com




                                    •   Weekly eTip Newsletters
                                    •   Based on Cutting Edge Current Trends
                                    •   Co-Authored In-house By Experts Within Discipline
                                    •   Ongoing App, Web & Media Testing
                                    •   Nationally Syndicated Content
                                    •   Industry Benchmarks
                                    •   Actionable Webinars




STARMARK.COM
                                         © COPYRIGHT • ALL RIGHTS RESERVED
Perception...




STARMARK.COM
                               © COPYRIGHT • ALL RIGHTS RESERVED
Perception Is The New World


                  Customers’ evaluations of a health system’s website, and
                  by extension their perceptions of the facility itself, will be
                  based in part on comparisons to their experiences using
                  other consumer websites such as Amazon and eBay
                  (Liang and Chen 2009).

                  The web presence of many of these organizations
                  represents the first contact healthcare consumers make
                  with the organization. If such contact fails to make a
                  positive impression on the consumer, alternatives may be
                  explored (Ford Huerta Schilhavy and Menachemi 2012).

                             From: Effective US Health System Websites: Establishing Benchmarks and Standards for Effective
                             Consumer Engagement



STARMARK.COM
                                                                 © COPYRIGHT • ALL RIGHTS RESERVED
Creating “Social Business” Within Medicine




STARMARK.COM
                                        © COPYRIGHT • ALL RIGHTS RESERVED
The Social Business Archetype

                           SOCIAL MEDIA MESSAGING

                                       “NATURAL” SOCIAL CHANNEL ENGAGEMENT

                         SOCIAL PRODUCT & EDUCATION

                                               SOCIAL CUSTOMER SERVICE

                        SOCIAL COMMUNITY MANAGEMENT

                                     SOCIAL TRAINING, EDUCATION & ENCULTURATION

                    BRAND PROTECTION & CRISIS MANAGEMENT

                                            SOCIAL CUSTOMER RETENTION

                        FUTURE BUSINESS DEVELOPMENT

                                                  SOCIAL INTELLIGENCE

STARMARK.COM
                                                © COPYRIGHT • ALL RIGHTS RESERVED
Landscapes Redefined




                                                                         PHYSICIAN
                                  PATIENTS
                                                                          CENTRIC




                                      NOW                                        NOW



                                                                      CUSTOMER
                                 CUSTOMERS
                                                                       CENTRIC




STARMARK.COM
                                             © COPYRIGHT • ALL RIGHTS RESERVED
Accountable Care Organizations: Scramble



                                               MEDICAL
       RELATIONSHIP DEVELOPMENT                                                     RETENTION & RECRUITMENT
                                                HOME




                                                                            COORDINATION
                             PERSONAL
                               CARE
                                                CLOUD                       OF CUSTOMER
                                                                                DATA




FOLLOW-UP; FEEDBACK; ENGAGEMENT                 VIRTUAL                             MAINTENANCE; REPORTING
                                                 CARE




                                        © COPYRIGHT • ALL RIGHTS RESERVED
Relationship Outreach


                             FEEDBACK




                                        DISTRIBUTE
                   ENGAGE

                            CUSTOMER
                            CHANNELS




                              SURVEY




STARMARK.COM
                                                     © COPYRIGHT • ALL RIGHTS RESERVED
Social Customer Service: “The Shocking Math”




                             Customer On The Phone: 1

                             Twitter: 75*

                             Facebook: 175*

                             Blog Subscribers/Reviewers: 1,000?
                                                         10,000?
                                                         100,000?
                              *Average base number of users

STARMARK.COM
                                                        © COPYRIGHT • ALL RIGHTS RESERVED
Hidden Social Models



                       COMMUNITY                       RETENTION                            INTELLIGENCE                     SOCIAL MAINTENANCE
               • Forum    boards             • Pre,
                                                  During & Post                     • Feedback                               • Socially   Prototype
                                              evaluations
               • Facebook Groups, Custom-                                           • Sentiment                              • Social   “Suggestions Box”
                created apps & Pages         • Pre,   During & Post Crisis
                                                                                    • Trending        content                • Competitive Analysis
               • Email   Newsletters         • Customer    Surveys
                                                                                    • Demo/Geo/Psychographics                • New Business Within
               • Heavily   commented blogs   • CustomerService                                                                Current Clients
                                              Reassurance                           • Quantitative         Vs. Qualitative
               • Niche   social channels                                                                                     • “Thought    Leadership”
                                             • Comment     & Feedback               • Transactional         Vs.
               • Closed    communities                                                Impression                             • Trend Analysis
                                             • Brand   Impressions
               • B2B   internal networks                                            • Overall      lift
                                             • Scheduled    Reconnection




STARMARK.COM
                                                                       © COPYRIGHT • ALL RIGHTS RESERVED
Social Training, Education & Enculturation



                                       PRESENTATIONS




                                                                           E•BOOKS & DOCUMENTS
                           TRAINING
                                        EDUCATIONAL
THOUGHT LEADERSHIP                        CONTENT                                                THOUGHT LEADERSHIP
                                          CONTENT




                                      SURVEYS & TESTING




                                       © COPYRIGHT • ALL RIGHTS RESERVED
The Landscape of Social Business Within Medicine

                                    INTELLIGENCE,
                           TESTING & ONGOING ENGAGEMENT
      COMMUNITY
     MANAGEMENT

                                 SOCIAL                            SOCIAL




TRADITIONAL MARKETING                       WEBSITE                               SOCIAL PR, EMAIL & SMS
                        SOCIAL                                           SOCIAL




                             SOCIAL                                SOCIAL                SOCIAL
                                                                                        CUSTOMER
                                                                                         SERVICE

                                          RETENTION
                                          PROGRAMS
                                                                                        EDUCATION

                                     © COPYRIGHT • ALL RIGHTS RESERVED
Thank You.




                   Justice Mitchell
                   VP, Interactive & Social Creative Director

                   email: jmitchell@starmark.com
                   twitter: @justicemitchell




             © COPYRIGHT • ALL RIGHTS RESERVED
Stay Engaged!


   See us on Facebook of your free “ASK A STARMARKER” tool!




    Register for eTips & Free Webinars at eTips.starmark.com




      Text “ETIP” to 24-7-365 to get our weekly eTip via SMS




      See http://slidesha.re/starmarkpres for more education!




                          © COPYRIGHT • ALL RIGHTS RESERVED

More Related Content

More from Starmark

eTip Trends to Remember for 2018 Marketing!
eTip Trends to Remember for 2018 Marketing!eTip Trends to Remember for 2018 Marketing!
eTip Trends to Remember for 2018 Marketing!Starmark
 
2016 Trends: Plan your 2016 Marketing Roadmap
2016 Trends: Plan your 2016 Marketing Roadmap2016 Trends: Plan your 2016 Marketing Roadmap
2016 Trends: Plan your 2016 Marketing RoadmapStarmark
 
Location Based Marketing: Geofence, Beacon, Smart Posters, FanWise & Live Video
Location Based Marketing: Geofence, Beacon, Smart Posters, FanWise & Live VideoLocation Based Marketing: Geofence, Beacon, Smart Posters, FanWise & Live Video
Location Based Marketing: Geofence, Beacon, Smart Posters, FanWise & Live VideoStarmark
 
2015 Trends
2015 Trends2015 Trends
2015 TrendsStarmark
 
5 ways Retargeting can convert hard-earned sales leads
5 ways Retargeting can convert hard-earned sales leads5 ways Retargeting can convert hard-earned sales leads
5 ways Retargeting can convert hard-earned sales leadsStarmark
 
MEGA Trends in Marketing - United States Superyacht Association
MEGA Trends in Marketing - United States Superyacht AssociationMEGA Trends in Marketing - United States Superyacht Association
MEGA Trends in Marketing - United States Superyacht AssociationStarmark
 
2013 Social Madness Best Practices
2013 Social Madness Best Practices2013 Social Madness Best Practices
2013 Social Madness Best PracticesStarmark
 
Facebook News Feed and Ad Targeting
Facebook News Feed and Ad TargetingFacebook News Feed and Ad Targeting
Facebook News Feed and Ad TargetingStarmark
 
Social Marketing for Green Business
Social Marketing for Green BusinessSocial Marketing for Green Business
Social Marketing for Green BusinessStarmark
 
2013 predictions
2013 predictions2013 predictions
2013 predictionsStarmark
 
Executive Tweeting For Success
Executive Tweeting For SuccessExecutive Tweeting For Success
Executive Tweeting For SuccessStarmark
 
From Print to Tablet: Publishing Today
From Print to Tablet: Publishing TodayFrom Print to Tablet: Publishing Today
From Print to Tablet: Publishing TodayStarmark
 
Optimize Your Facebook Advertising
Optimize Your Facebook AdvertisingOptimize Your Facebook Advertising
Optimize Your Facebook AdvertisingStarmark
 
Social Media Crisis Management
Social Media Crisis ManagementSocial Media Crisis Management
Social Media Crisis ManagementStarmark
 
20 Location-Based Sites Where You Should Claim Your Venue
20 Location-Based Sites Where You Should Claim Your Venue20 Location-Based Sites Where You Should Claim Your Venue
20 Location-Based Sites Where You Should Claim Your VenueStarmark
 
Email Marketing Development, Testing, and Analytics
Email Marketing Development, Testing, and AnalyticsEmail Marketing Development, Testing, and Analytics
Email Marketing Development, Testing, and AnalyticsStarmark
 
Social Monitoring and Reputation Management
Social Monitoring and Reputation ManagementSocial Monitoring and Reputation Management
Social Monitoring and Reputation ManagementStarmark
 
Fort Lauderdale a Brief History (100 Years)
Fort Lauderdale a Brief History (100 Years)Fort Lauderdale a Brief History (100 Years)
Fort Lauderdale a Brief History (100 Years)Starmark
 

More from Starmark (18)

eTip Trends to Remember for 2018 Marketing!
eTip Trends to Remember for 2018 Marketing!eTip Trends to Remember for 2018 Marketing!
eTip Trends to Remember for 2018 Marketing!
 
2016 Trends: Plan your 2016 Marketing Roadmap
2016 Trends: Plan your 2016 Marketing Roadmap2016 Trends: Plan your 2016 Marketing Roadmap
2016 Trends: Plan your 2016 Marketing Roadmap
 
Location Based Marketing: Geofence, Beacon, Smart Posters, FanWise & Live Video
Location Based Marketing: Geofence, Beacon, Smart Posters, FanWise & Live VideoLocation Based Marketing: Geofence, Beacon, Smart Posters, FanWise & Live Video
Location Based Marketing: Geofence, Beacon, Smart Posters, FanWise & Live Video
 
2015 Trends
2015 Trends2015 Trends
2015 Trends
 
5 ways Retargeting can convert hard-earned sales leads
5 ways Retargeting can convert hard-earned sales leads5 ways Retargeting can convert hard-earned sales leads
5 ways Retargeting can convert hard-earned sales leads
 
MEGA Trends in Marketing - United States Superyacht Association
MEGA Trends in Marketing - United States Superyacht AssociationMEGA Trends in Marketing - United States Superyacht Association
MEGA Trends in Marketing - United States Superyacht Association
 
2013 Social Madness Best Practices
2013 Social Madness Best Practices2013 Social Madness Best Practices
2013 Social Madness Best Practices
 
Facebook News Feed and Ad Targeting
Facebook News Feed and Ad TargetingFacebook News Feed and Ad Targeting
Facebook News Feed and Ad Targeting
 
Social Marketing for Green Business
Social Marketing for Green BusinessSocial Marketing for Green Business
Social Marketing for Green Business
 
2013 predictions
2013 predictions2013 predictions
2013 predictions
 
Executive Tweeting For Success
Executive Tweeting For SuccessExecutive Tweeting For Success
Executive Tweeting For Success
 
From Print to Tablet: Publishing Today
From Print to Tablet: Publishing TodayFrom Print to Tablet: Publishing Today
From Print to Tablet: Publishing Today
 
Optimize Your Facebook Advertising
Optimize Your Facebook AdvertisingOptimize Your Facebook Advertising
Optimize Your Facebook Advertising
 
Social Media Crisis Management
Social Media Crisis ManagementSocial Media Crisis Management
Social Media Crisis Management
 
20 Location-Based Sites Where You Should Claim Your Venue
20 Location-Based Sites Where You Should Claim Your Venue20 Location-Based Sites Where You Should Claim Your Venue
20 Location-Based Sites Where You Should Claim Your Venue
 
Email Marketing Development, Testing, and Analytics
Email Marketing Development, Testing, and AnalyticsEmail Marketing Development, Testing, and Analytics
Email Marketing Development, Testing, and Analytics
 
Social Monitoring and Reputation Management
Social Monitoring and Reputation ManagementSocial Monitoring and Reputation Management
Social Monitoring and Reputation Management
 
Fort Lauderdale a Brief History (100 Years)
Fort Lauderdale a Brief History (100 Years)Fort Lauderdale a Brief History (100 Years)
Fort Lauderdale a Brief History (100 Years)
 

Understanding Social Business Models Within Medicine

  • 1. Understanding Social Business Models Within Medicine Starmark Branding Advertising Interactive PR Direct Mobile Social Analytics © COPYRIGHT • ALL RIGHTS RESERVED
  • 2. Starmark Our Backbone: Company Founded on Integrated Marketing Interactive, Social & Public Relations Return On Investment Focused Top-10 Diversity Owned Company in Florida Nationwide Recruitment Recognized Top South Florida CEO Includes: Peggy Nordeen Fort Lauderdale (Headquarters) CEO San Juan, PR Orlando, FL STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  • 3. eTIPS.Starmark.com • Weekly eTip Newsletters • Based on Cutting Edge Current Trends • Co-Authored In-house By Experts Within Discipline • Ongoing App, Web & Media Testing • Nationally Syndicated Content • Industry Benchmarks • Actionable Webinars STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  • 4. Perception... STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  • 5. Perception Is The New World Customers’ evaluations of a health system’s website, and by extension their perceptions of the facility itself, will be based in part on comparisons to their experiences using other consumer websites such as Amazon and eBay (Liang and Chen 2009). The web presence of many of these organizations represents the first contact healthcare consumers make with the organization. If such contact fails to make a positive impression on the consumer, alternatives may be explored (Ford Huerta Schilhavy and Menachemi 2012). From: Effective US Health System Websites: Establishing Benchmarks and Standards for Effective Consumer Engagement STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  • 6. Creating “Social Business” Within Medicine STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  • 7. The Social Business Archetype SOCIAL MEDIA MESSAGING “NATURAL” SOCIAL CHANNEL ENGAGEMENT SOCIAL PRODUCT & EDUCATION SOCIAL CUSTOMER SERVICE SOCIAL COMMUNITY MANAGEMENT SOCIAL TRAINING, EDUCATION & ENCULTURATION BRAND PROTECTION & CRISIS MANAGEMENT SOCIAL CUSTOMER RETENTION FUTURE BUSINESS DEVELOPMENT SOCIAL INTELLIGENCE STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  • 8. Landscapes Redefined PHYSICIAN PATIENTS CENTRIC NOW NOW CUSTOMER CUSTOMERS CENTRIC STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  • 9. Accountable Care Organizations: Scramble MEDICAL RELATIONSHIP DEVELOPMENT RETENTION & RECRUITMENT HOME COORDINATION PERSONAL CARE CLOUD OF CUSTOMER DATA FOLLOW-UP; FEEDBACK; ENGAGEMENT VIRTUAL MAINTENANCE; REPORTING CARE © COPYRIGHT • ALL RIGHTS RESERVED
  • 10. Relationship Outreach FEEDBACK DISTRIBUTE ENGAGE CUSTOMER CHANNELS SURVEY STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  • 11. Social Customer Service: “The Shocking Math” Customer On The Phone: 1 Twitter: 75* Facebook: 175* Blog Subscribers/Reviewers: 1,000? 10,000? 100,000? *Average base number of users STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  • 12. Hidden Social Models COMMUNITY RETENTION INTELLIGENCE SOCIAL MAINTENANCE • Forum boards • Pre, During & Post • Feedback • Socially Prototype evaluations • Facebook Groups, Custom- • Sentiment • Social “Suggestions Box” created apps & Pages • Pre, During & Post Crisis • Trending content • Competitive Analysis • Email Newsletters • Customer Surveys • Demo/Geo/Psychographics • New Business Within • Heavily commented blogs • CustomerService Current Clients Reassurance • Quantitative Vs. Qualitative • Niche social channels • “Thought Leadership” • Comment & Feedback • Transactional Vs. • Closed communities Impression • Trend Analysis • Brand Impressions • B2B internal networks • Overall lift • Scheduled Reconnection STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  • 13. Social Training, Education & Enculturation PRESENTATIONS E•BOOKS & DOCUMENTS TRAINING EDUCATIONAL THOUGHT LEADERSHIP CONTENT THOUGHT LEADERSHIP CONTENT SURVEYS & TESTING © COPYRIGHT • ALL RIGHTS RESERVED
  • 14. The Landscape of Social Business Within Medicine INTELLIGENCE, TESTING & ONGOING ENGAGEMENT COMMUNITY MANAGEMENT SOCIAL SOCIAL TRADITIONAL MARKETING WEBSITE SOCIAL PR, EMAIL & SMS SOCIAL SOCIAL SOCIAL SOCIAL SOCIAL CUSTOMER SERVICE RETENTION PROGRAMS EDUCATION © COPYRIGHT • ALL RIGHTS RESERVED
  • 15. Thank You. Justice Mitchell VP, Interactive & Social Creative Director email: jmitchell@starmark.com twitter: @justicemitchell © COPYRIGHT • ALL RIGHTS RESERVED
  • 16. Stay Engaged! See us on Facebook of your free “ASK A STARMARKER” tool! Register for eTips & Free Webinars at eTips.starmark.com Text “ETIP” to 24-7-365 to get our weekly eTip via SMS See http://slidesha.re/starmarkpres for more education! © COPYRIGHT • ALL RIGHTS RESERVED