Strategic Digital Marketing -

Strategic
Digital Marketing & Social Media

Transparency - Driver #1
Technology Driven
• Pricing Sites
• Review Sites
E-journalism, blogging, forums
Trust Decline - Distrust of previous well trusted sources
(NGO, business, doctors, church, teachers….)
Media – search engines most trusted of all media sources
with Millenials even more trusting by +8%)
SOURCE: Edelman 2015 Edelman Trust Barometer

High Deductible - Driver #2
The Results – “ when I am paying for something that costs this much I have a right to quality and the right
to compare…”

Driver 1 + Driver 2 = Higher Expectations
• Value my time - overbooking, not telling me when there is an emergency, offer to reschedule
• Make decisions with me, not for me
• Actively Listen
• Keep my money in mind
• Tells me what things mean
• Tell me what things are going to cost
• Give me access to my records and explain what I am looking at
• Offer E-prescription
• Offer E-mail and e-visits
• Provide a Web portal for my records
“Don’t make me run interference between you and another doctor who wants copies of my
records.”
“Giving you a signed release form doesn’t magically transform me into your secretary”.

Expectations Not Met = Woman Leaving Her OB/GYN
Top Relationship Red Flags- Venting on Social Media
• Too busy
“My OB told me that since I was a new patient, she couldn’t see me for a week — and that
if I was so concerned, I should just make my way to the ER…” –erind0213
• He/She’s Not Listening
“My OB asked if this was my first pregnancy. I told her no; I miscarried in February. I think a
doctor should read your file before coming into the room…” –enion76fl
• He/She’s Not Respectful
“I just had a few questions, and my OB cut me off before I could even start asking…” –
cdobry01

Before Your Website, Facebook etc...
• Find Your Flaws and Fix Them FIRST
• Know Your Audience – demographics and segments make a difference
• Caucasian, African American, other mix?
• Older mom, GYN services, Menopause, Incontinency …..
• Pick Your Platforms – Make it easy to recommend and review
• Facebook, Blog and others IN THAT ORDER
• The Digital/Social Process
• Listen
• Execute
• Monitor
• Engage

First Impression Flaw - Parking
“I don’t go to the mall or shopping
and find all the parking spots
reserved for the store employees
managers, owners, but I come to
my docs office building and the first
thing I see are a bunch of reserved
doctor parking spaces…my feet are
swollen, I am miserable at this
stage…I need a close spot, not them,
its like they don’t even care about
me?

Process/Space Flaws - Perception is Reality
• “Every time I go to my docs, I am practically sitting on top of other patients…her waiting room is too small ..”
• “I can never get a call back but when I am at my docs office they are either sitting around doing nothing at the front desk or la
laughing and cutting=up…do they think my time or my problem is funny? …”
• Cluttered desk of receptionists – what does this say about organization of important,
private, medical paperwork management?
• “I had lost my baby and I had to sit in a waiting room next to happy pregnant moms…can’t they schedule patients like me
at a special time?”
• “I am trying to get pregnant, I hate going to my doctor and seeing all those pregnant women..”
• “My religion does not celebrate Christmas…I don’t think my doctor should have trees and wreaths everywhere…”

Exam Room - Flaw
• “The trash cans are filled with waste from previous patients..”
• “Notes stuck all over the walls…makes me think of a planning session at work…”
• “Their exam table facing the door so when you enter, everyone can see me ‘spread eagled’ I
wish I could put my doctor on this table and then open the doors so his staff or other patients
can see him…”
• “All they have is old Sports Illustrated or ancient magazine…NOTHING I want to read..”
• “..no hooks or hangars for my clothes…my current option was a chair that I was to sit in or the
doctors chair …I have to go to work and my clothes are now piled up and getting wrinkled “
• “I’m in bare feet and I have to walk on a floor that has who knows what on it? Why can’t they
give me some of those disposal booties to cover my feet – the ones like you see on TV?”
• ‘ they told me to pick up a urine sample cup from a pile of them in the bathroom..really? who
knows how many hands were on all of these…disgusting”

Listen /Know What Your Audience Thinks Now
SCHEDULING
The office visits are painfully long. First you have to wait
in the lobby for 30-45 minutes and then you have to wait
to see Dr_______in the exam room. Generally the visits
are 2 - 21/2 hours long. YELP
BILLING
”The horrible office staff is what's prompting this review
though. I'm tired of dealing with with people who don't do
their job. I've had a question about an invoice now for over a
week. I called the billing number on the invoice and was told
she'd have to research it and call me back. After not hearing
from them, I received another statement in the mail, this time
with a late fee. So I tried emailing the billing dept. several days
ago...still no response. The other thing that bugs me is that the
invoice is over 4 months old and this is the first statement I've
gotten on it. Unfortunately, this is routine to get bills from
them sometimes 6+ months after your visit. I'm looking for a
new health provider.” YELP
“Not impressed. Long waits after arriving for
appointments (once, the receptionist
admitted she'd forgotten me even though I
was the first person in the door that morning
and had signed in!) Why is it that I can
manage to arrange my work and life around
an appointment but the staff here can't
bother to call me when they know the doctor
is running more than an hour late? Not
acceptable service and not confidence-
inspiring care.” YELP
“What a waste of time! You're better off going
around the corner to one of the urgent care
places on Ponce.
I got there right at 8:30 when the clinic is
supposed to open, but found the place dark.
There was one person already waiting.” YELP

Because Complaints Go On-Line for All to See
OFFICE STAFF/PERSONNEL
“Stay far away from --------------------------Decatur Ga --------
----------------------------OBGYN office. This place is
ridiculous. I went twice and waited about 1.5 hrs during
my first visit and 2 hrs during the second. The staff blamed
the wait on the computers the 1st time and something else
the 2nd…”
BILLING
The administrative staff as this practice is THE WORST. First off
talking to a live person is just about impossible. In order to
speak with a nurse you have to leave them a voicemail and wait
for them to call you back. Twice during my pregnancy I had
emergency issues and I had to wait on them to call me back
which was very stressful. Don't miss their call when they call
you back either because like I said there are no direct numbers
if you miss there call you must call back and leave another
message for them to call you. Very frustrating.
They asked for a $500 deposit upfront prior to my
5th month of pregnancy. I paid this deposit and
had my baby with them in June. It is now
November and three unreturned voicemails later I
finally somehow broke through their phone tree
to get an actual live person on the phone. An
amazing feat I assure you! The woman I spoke
with told me that they don't typically send out
billing states breaking down the charges. Huh? So
you want me to just take your word for what I
owe? Yeah no. I then asked them about my
deposit. It turns out that there is a positive
balance of $375. I asked them why its been almost
6 months and they haven't sent me the money.
She said its never been turned over to accounts
payable. Really so if I never called were your going
to keep the money forever? Now I'm waiting
another 30 days to get my money back.

Know Your Audience – Then Segment Your Audience
White alone, percent,
2013 (a)
37.0% 62.5%
Black or African
American alone,
percent, 2013 (a)
54.8% 31.4%
American Indian and
Alaska Native alone,
percent, 2013 (a)
0.5% 0.5%
Asian alone, percent,
2013 (a)
5.6% 3.7%
Native Hawaiian and
Other Pacific Islander
alone, percent, 2013
(a)
0.1% 0.1%
Two or More Races,
percent, 2013
2.0% 1.9%
Hispanic or Latino,
percent, 2013 (b)
9.1% 9.2%
White alone, not
Hispanic or Latino,
percent, 2013
30.0% 54.8%
Dekalb County GA
52% female
39% bachelors or higher
Medium household income - $50,856
Opportunity Segments
• Women owned firms – 37.2% vs 30.9%
• Black owned firms – 39.6% vs. 20.4%
SOURCE: http://quickfacts.census.gov/qfd/states/13/13089.html

Go After the Audience You Want – Dekalb “Pockets”
White 74.1%
Black 19.5%
American Indian 0.2%
Asian 2.8%
Pacific Islander 0.1%
Some other race 0.6%
Two or more
races
2.6%
Hispanic Origin 3.4%
Diversity Index 45.0
Decatur
Average HH income - $82,406 vs.
Atlanta $76,863
Bachelors Degree 33%, Masters 35.55%
Avondale Estates
Median age 45
Zips 30002 and 30030
Median HH income - $84,994
Median house value - $296,337
Opportunity Segments
• GYN
• Older mom
• Incontinence
• Menopause
Action Items
Advertise and/or
contribute to local,
housing development
newsletters
Do hyper-local
advertising, mailing
Do Hyper-local public
speaking
Do collaborate with
noncompeting businesses
THEN promote on you
website, blog, social
media

Platforms
• Review Sites
• Website
• Facebook
• Blogs
• YouTube
• Pinterest
• Social/all others in this order
• Instagram
• Twitter

Physician Review Sites-The Starting Point
• Special survey conducted in February 2015
• 3,000+ consumers polled in 48 states
• Respondents proportioned by age and population
density based on Claritas information
• Survey exclusively focused on how consumers make
decisions in a digital setting
SOURCE: National Research Corporation’s Digital Decision Maker study, 2015, n size = 3,002

73 percent view online ratings/reviews before
purchasing a product/service
54 percent say positive reviews cause them to
trust a brand more
41 percent say negative reviews cause them to
avoid a brand
Digital Experience -> Purchasing Decisions

The higher the income the more
they review before deciding…
• 90 percent of $200k or more
• 84 percent of $100-200k
• 73 percent of $50-100k
• 67 percent of $50k or less
Digital Reviewers –
Their Not Crazy, Low Income, Uneducated

23 percent of consumers do not trust online reviews as
much as personal recommendations
77 percent of consumers do trust online reviews based on
the following criteria:
• I can read multiple customer reviews
• I believe the reviews are authentic
• It depends on the type of business
Online vs. Word of Mouth

Healthcare Reputation Matters
Most
4%
4%
8%
9%
12%
18%
19%
25%
0% 5% 10% 15% 20% 25% 30%
Auto dealer
Airline
Retail/Department store (e.g. Walmart, Kohls, etc.)
Bank/Financial firm
Hotel
Restaurant/Bar
Skilled professionals (e.g. plumber, roofer, etc.)
Doctor/Medical group
For which of these business types does the reputation of the business
or service provider itself matter the most when choosing?

Poll Question 1
Of consumers currently in
need of a doctor how many
plan to use online
ratings/reviews to find one?
11 percent
33 percent
43 percent
71 percent

Poll Question 2
What percentage of consumers do not feel a doctor
rating is legitimate if it has less than 5 reviews:
17 percent
33 percent
58 percent
89 percent
Action Item
Monitor and continually build reviews –it’s a
numbers game

• 21% of consumers have already rated or reviewed their physician online
• 45% have already viewed physician ratings/reviews online
• 30% feel viewing ratings/reviews online is their first step in seeking care
Action Items
Contact Yelp, Kudzu, Angies List, RateMDs…, and make sure you are listing with all your correct information
Encourage reviews after each patient visit in your office – a stationery computer with links to the review sites?
Surveys that rate and you translate to your website, encourage reviews on your billing statement, on your on
hold messaging, on your website…
Digital Experience -> Healthcare Experience
Online ratings/reviews are important precursor:

Online Reviews = Trustworthy Sources
3%
4%
4%
4%
5%
5%
5%
6%
7%
8%
11%
40%
42%
63%
0% 10% 20% 30% 40% 50% 60% 70%
Text ads on mobile phones
Display ads on mobile devices
Billboards/outdoor ads
Radio ads
Online banner ads
Magazine ads
Ads served in search engine results
Newspaper ads
Emails I signed up for
Television ads
Other (please specify)
Doctor or hospital websites
Reviews from other consumers/patients
Recommendations from people I know
When selecting a doctor, which of the following
types of information do you trust?
Action Items
Give your patients a way to review your
service on your website
If you do patient satisfaction surveys,
gather and post findings on your website

Ratings/Reviews Drive Downstream Action
• 29 percent of consumers claim viewing online ratings/reviews
is their 1st step in doc search
• 31 percent have selected a physician based on a positive
review
• 32 percent have avoided a physician based on a negative
review
Action Item
• If a bad one occurs, acknowledge it, if possible try to resolve
publicly and then aggressively seek new reviews to ‘bury it’

Digital is the Engine of Transparency
• Consumers will increasingly seek digital sources of information to decide on their
future care
• The quality and speed of information will be key -58 percent of consumers dismiss
any review older than a year as “out of date”
• Performance data will re-prioritize what’s important to the future consumer of
healthcare
Action Item
• What practice data do you have that you can post on your website that shows
quality performance, experience in specific types of deliveries, etc. for example:
• Total number of babies delivered translates to experience
• Total number of multi-births, cesareans, breech …….

Poll Question 5
What percentage of consumers would wait an
extra 30 minutes for a doctor rated 4.5 stars as
compared to a doctor rated 3.5 stars?
2 percent
11 percent
41 percent
69 percent

Execution - Step 1- Google Places
• Start with Google Places
• Claim your location – Create your profile listing hours, include photos, tell
people what you do and what makes your practice unique
• Fill in your profile
• https://www.youtube.com/watch?v=hU1ZmVFlW3A
• Using as much of the EXACT copy that you used to set-up your Google
Places profile for ALL the other review site profiles
• Google + - Google loves Google, this late entry is targeted at the
Facebook user, more male in focus, but because it is created by
Google you can’t ignore it…when you post on Facebook, you post the
same content on your Google + page.

Search for internal
medicine doctors in
Tucker, GA
All the ‘bubble’s with
letters in them (AB,
C…) are coming from
Google Places,

Getting Review on Google
• Get reviews on Google
• Customers and businesses both benefit when a business is reviewed on Google. Customers can
make informed decisions based on information from people they trust. Businesses can strengthen
their relationship with customers by directly engaging with reviewers on Google.
• To encourage reviews for your business:
• Remind your customers to leave feedback on Google. Simply reminding customers that it’s quick
and easy to leave feedback on Google on mobile or desktop can help your business stand out
from sites with fewer reviews.
• Become an active presence on Google and respond to reviews. Your customers will notice that
your business values their input and respond with more reviews.
• Make sure your business information is verified. Only verified local Google+ pages can respond
to reviews.
• Reviews are only valuable when they are honest and unbiased. Read more in our review posting
guidelines.

Execution - Step 2- Review Sites
Get Listed On
• Vitals
• Ucompare HealthCare
• RateMDs - free
• Wellness
• Yelp
• Google Local
• Healthgrades – no so much
• Practice Solicited Reviews

Execution - Step 3- Review Sites
Action Items
• Provide a small handout card to each patient with the WWW address
for each review site and ask them to please write a review of their
visit
• Promote on website using links to the review sites
• Promote on your billing

Execution - Step 4- Monitoring
Action Item - Monitor What is Happening
• Check the review sites daily if possible, minimum 2 times a week
• Consider a system that will alert you about a positive, neutral and
negative reviews…reputation.com
• Prioritize and decide if you will…
• Reply to all negative reviews
• Reply to all neutral reviews
• Periodically thank your positive reviewers…don’t ignore them!

If you can’t beat them, join them? Creating your own
rating system , error here is that you assume that all
people will look here first and not on the review sites,
but it is one way to tackle this issue.

Transparency Can Offset Reviews
• 56 percent of consumers feel quality of content is more
important than star rating or # of reviews
• 26 percent of consumers would go out of network to seek
a physician with superior ratings/reviews
• 3 in 5 want ratings/reviews on Physician Assistants, Nurse
Practitioners, and other caregivers
• Consumers eager for what’s next – many want to see how
physician rate on specific care factors

Your Website – Social Ready?
Women First - Women First Facebook
Greenville OB, GYN - Greenville Blog - Greenville Facebook
Dr. Cynthia English - Dr. Cynthia English Blog - Dr. Cynthia English –
Facebook
Kamm McKenzie - McKenzie Facebook – Pinterest – Virtual Tour
Action Item – NEW, CHANGING content is king..Google makes the rules so
build your site with sections that allow for ongoing updates

Content Repurposing for Survival
• Content updates are necessary
• Start with website copy and edit to post on
• Facebook
• Start with blog post and edit to post on Facebook or link to your Facebook
page
• Videos are most desired, don’t worry about high level production value - get
comments, clips of new moms and their new baby (with permission of
course) , set up on YouTube and cross post on Facebook
• Cross Promotion How To

Source: BabyCenter 21st Century Mom® Insights Series, 2013 Social Mom Report, April 2013.

Social Change With Pregnancy
68% have less in common with non-mom friends
84% say their new mom friends are very important
73% use parenting social media for brand & product recommendations
(up from 66% in 2009)
Action Opportunities – Faciliator of New Moms Group
• Sponsor a new moms group based on your practice patients
• Invite them to use your office is possible as a location to meet..if not office, your office
building community room?
• Participate periodically at their meetings, bring in healthy snacks, find them a guest
speaker
• Learn - and when ready, invite selected few to be guest authors on your blog
• Find/contribute to local parenting social media

Facebook
• Create your page
• Have all staff/doctors participate as “editors”, if necessary assing a
day of the week for each person to post, thereby keeping content
current
• Provide content that is helpful, NOT all self-serving.
• Don’t treat Facebook as your calendar or Notice board
• Minimize ‘event posting’ however highlight all events you offer
• Monthly office meet and great
• Create a mom of the month
• Bring newest research and provide your viewpoint, invite questions
Action Items – thank ALL that post, reply to ALL questions, messages

Blogs – Not About Posting, About Sharing and Engaging
Bloggers
Decatur Mom
Moms From the City of Decatur
GA
Groups and Meet-Ups
Decaturs Moms Club, Yahoo
Group
Meetups in Decatur
Meet Up – South DeKalb – Mocha
Moms
Action Items – Meet-Up and Forum Groups
Meet ups represent a place where you can :
- Offer to do a talk
- Offer to sponsor
- Develop a relationship
Action Items – Blogs
• Survey your patients, who are bloggers and join in on their conversation
• Create a blog and invite patients to ‘guest blog post’
• Invite midwifes, doulas, affiliated partners to be guest post

Mom centric Healthy Woman vs Doctor Centric
YouTube

Pregnant mom, new mom, women
love pinterest
We've heard over and over again that
Pinterest is all for the ladies. TIME declared
that"Men Are from Google+, Women Are
from Pinterest" back in February, and in
January Gizmodo published an article in
January describing Pinterest as "Tumblr for
Ladiez." Clumsy phrasing, but it is true that
72 percent of Pinterest users are female.
SOURCE: Huffington Post 6/20/2012

Remember...
• Fix the flaws FIRST
• Listen and read the reviews to see where you stand today
• Register on the key reviews sites, monitor and respond
• Develop your Plan to reach ONLY the targets you want to go after
( past patients, patient segments, patients in key zipcodes, key groups (business owners)
• Choose the Platforms based on the PLAN, not just because they are there
• For EACH segment, create tactics for the web, blog, youtube, facebook etc.
• Start small, focus on 1 Goal a quarter, add another next quarter BUT don’t forget old goals as you
move to new ones, better to have one and do it well, than 5 that you do half way
• Design your website to support your PLAN
• ALL social media activities are done to support the PLAN, i.e., blog posts that speak to your target
markets needs, videos that support/inform your target’s needs, Facebook , Pinterest boards all
implemented with your PLAN in mind
• Always ask this question …is what I am doing supporting my PLAN, if not don’t do it

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