Understanding Social Business Models Within Medicine

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Understanding Social Business Models Within Medicine - from the 2012 South Florida Hospital & Healthcare Association Annual Summit

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Understanding Social Business Models Within Medicine

  1. 1. Understanding Social Business Models Within MedicineStarmarkBrandingAdvertisingInteractivePRDirectMobileSocialAnalytics © COPYRIGHT • ALL RIGHTS RESERVED
  2. 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, FLSTARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  3. 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 WebinarsSTARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  4. 4. Perception...STARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  5. 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 EngagementSTARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  6. 6. Creating “Social Business” Within MedicineSTARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  7. 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 INTELLIGENCESTARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  8. 8. Landscapes Redefined PHYSICIAN PATIENTS CENTRIC NOW NOW CUSTOMER CUSTOMERS CENTRICSTARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  9. 9. Accountable Care Organizations: Scramble MEDICAL RELATIONSHIP DEVELOPMENT RETENTION & RECRUITMENT HOME COORDINATION PERSONAL CARE CLOUD OF CUSTOMER DATAFOLLOW-UP; FEEDBACK; ENGAGEMENT VIRTUAL MAINTENANCE; REPORTING CARE © COPYRIGHT • ALL RIGHTS RESERVED
  10. 10. Relationship Outreach FEEDBACK DISTRIBUTE ENGAGE CUSTOMER CHANNELS SURVEYSTARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  11. 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 usersSTARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  12. 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 ReconnectionSTARMARK.COM © COPYRIGHT • ALL RIGHTS RESERVED
  13. 13. Social Training, Education & Enculturation PRESENTATIONS E•BOOKS & DOCUMENTS TRAINING EDUCATIONALTHOUGHT LEADERSHIP CONTENT THOUGHT LEADERSHIP CONTENT SURVEYS & TESTING © COPYRIGHT • ALL RIGHTS RESERVED
  14. 14. The Landscape of Social Business Within Medicine INTELLIGENCE, TESTING & ONGOING ENGAGEMENT COMMUNITY MANAGEMENT SOCIAL SOCIALTRADITIONAL MARKETING WEBSITE SOCIAL PR, EMAIL & SMS SOCIAL SOCIAL SOCIAL SOCIAL SOCIAL CUSTOMER SERVICE RETENTION PROGRAMS EDUCATION © COPYRIGHT • ALL RIGHTS RESERVED
  15. 15. Thank You. Justice Mitchell VP, Interactive & Social Creative Director email: jmitchell@starmark.com twitter: @justicemitchell © COPYRIGHT • ALL RIGHTS RESERVED
  16. 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

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