Know Your Audience
Designing a New Media Platform that Appeals to a
             Targeted Demographic
 Jamey Shiels Direct...
About Aurora
• Integrated health
  system
• Eastern WI & Northern
  IL

• 15 hospitals, 90 clinics
  and 75 pharmacies

• ...
Agenda
Agenda
• Utilizing demographic statistics to
  formulate a strategy for success
Agenda
• Utilizing demographic statistics to
  formulate a strategy for success

• Which social media channels are best fo...
Agenda
• Utilizing demographic statistics to
  formulate a strategy for success

• Which social media channels are best fo...
Utilizing demographic information
to formulate a strategy for success




                          David
Utilizing demographic information
to formulate a strategy for success




                          David
Utilizing demographic information
to formulate a strategy for success


• Clarify Goals

• Research

• Define Metrics

• Bu...
Clarify Goals

• Patient satisfaction

• Engagement

• Growth
Clarify Goals

• Patient satisfaction

• Engagement

• Growth
Clarify Goals

• Patient satisfaction

• Engagement

• Growth
Clarify Goals

• Patient satisfaction

• Engagement

• Growth
Demographic
           Research
• Internal utilization

• Market research

• Keyword research

• Listening platforms

• Pl...
Define Metrics
• Define the 'R' in ROI
 • Awareness

 • Interaction

 • Conversion

• Build to your
  metrics

• Analyze and...
Social Media Channels For
 Targeting Specific Demographics

• Micro-content

• Social networking

• Video

• Blogs

• Patie...
Patient communities

• Target communities that
  support goals

• Research communities to
  identify audience and
  needs
...
Applying traditional marketing
     methods into social media
             strategies

• Print

• Direct mail
            ...
Formulate an Integrated Strategy




• Goals guide approach

• Research and demographics guide strategies
  and tactics

•...
Thank You
  www.aurorahealthcare.org
www.Twitter.com/aurora_health
www.facebook.com/aurorahealth

www.linkedin.com/in/jame...
Targeting in Action
 Aurora Baycare Sports Medicine Institute
The Challenge

• Highly competitive
  market

• Engaged audience

• Specific goals
• Utilizing demographic statistics to formulate a
  strategy for success

• Which social media channels are best for
  tar...
Goals

• 15% increase in referrals

• Increase awareness for service offerings

• Build affinity with target audience
Research

• Existing patient
  utilization

• Keyword analysis

• FB insights
Metrics
• Clear calls to action

• Total fans and growth by quarter

• Click through traffic

• Increased site traffic to ...
• Utilizing demographic statistics to formulate a
  strategy for success

• Which social media channels are best for
  tar...
Program
• Facebook fan page to engage target audience in where
  they are

• Content strategy providing relevant health an...
• Utilizing demographic statistics to formulate a
  strategy for success

• Which social media channels are best for
  tar...
Integrated Communications

• Social media program announced via
  traditional methods

• Direct mail

• In-store displays ...
Results
• 800 Facebook fans in three weeks

• Increase in facility visits

• 14% Increase in site traffic for events
Know Your Audience: Social Media Planning
Know Your Audience: Social Media Planning
Know Your Audience: Social Media Planning
Know Your Audience: Social Media Planning
Know Your Audience: Social Media Planning
Know Your Audience: Social Media Planning
Know Your Audience: Social Media Planning
Know Your Audience: Social Media Planning
Know Your Audience: Social Media Planning
Know Your Audience: Social Media Planning
Know Your Audience: Social Media Planning
Know Your Audience: Social Media Planning
Know Your Audience: Social Media Planning
Know Your Audience: Social Media Planning
Know Your Audience: Social Media Planning
Know Your Audience: Social Media Planning
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Know your audience. Using demographics and research to build your social media plan for healthcare.

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Know Your Audience: Social Media Planning

  1. 1. Know Your Audience Designing a New Media Platform that Appeals to a Targeted Demographic Jamey Shiels Director Social Media & Digital Communications
  2. 2. About Aurora • Integrated health system • Eastern WI & Northern IL • 15 hospitals, 90 clinics and 75 pharmacies • 29,000 employees • Social media program launched summer 2008
  3. 3. Agenda
  4. 4. Agenda • Utilizing demographic statistics to formulate a strategy for success
  5. 5. Agenda • Utilizing demographic statistics to formulate a strategy for success • Which social media channels are best for targeting specific demographics
  6. 6. Agenda • Utilizing demographic statistics to formulate a strategy for success • Which social media channels are best for targeting specific demographics • Applying traditional marketing methods into social media strategies
  7. 7. Utilizing demographic information to formulate a strategy for success David
  8. 8. Utilizing demographic information to formulate a strategy for success David
  9. 9. Utilizing demographic information to formulate a strategy for success • Clarify Goals • Research • Define Metrics • Build a plan David
  10. 10. Clarify Goals • Patient satisfaction • Engagement • Growth
  11. 11. Clarify Goals • Patient satisfaction • Engagement • Growth
  12. 12. Clarify Goals • Patient satisfaction • Engagement • Growth
  13. 13. Clarify Goals • Patient satisfaction • Engagement • Growth
  14. 14. Demographic Research • Internal utilization • Market research • Keyword research • Listening platforms • Platform specific Spring
  15. 15. Define Metrics • Define the 'R' in ROI • Awareness • Interaction • Conversion • Build to your metrics • Analyze and evolve Alfresco.co
  16. 16. Social Media Channels For Targeting Specific Demographics • Micro-content • Social networking • Video • Blogs • Patient communities
  17. 17. Patient communities • Target communities that support goals • Research communities to identify audience and needs • Deliver content, tools and information that is valuable
  18. 18. Applying traditional marketing methods into social media strategies • Print • Direct mail social • In-store market • Word of mouth public internal
  19. 19. Formulate an Integrated Strategy • Goals guide approach • Research and demographics guide strategies and tactics • Measure success/failure and evolve Meet patients where they are then develop content and interactions that join patient needs and brand wants
  20. 20. Thank You www.aurorahealthcare.org www.Twitter.com/aurora_health www.facebook.com/aurorahealth www.linkedin.com/in/jameyshiels
  21. 21. Targeting in Action Aurora Baycare Sports Medicine Institute
  22. 22. The Challenge • Highly competitive market • Engaged audience • Specific goals
  23. 23. • Utilizing demographic statistics to formulate a strategy for success • Which social media channels are best for targeting specific demographics • Applying traditional marketing methods into social media strategies
  24. 24. Goals • 15% increase in referrals • Increase awareness for service offerings • Build affinity with target audience
  25. 25. Research • Existing patient utilization • Keyword analysis • FB insights
  26. 26. Metrics • Clear calls to action • Total fans and growth by quarter • Click through traffic • Increased site traffic to events • New appointments
  27. 27. • Utilizing demographic statistics to formulate a strategy for success • Which social media channels are best for targeting specific demographics • Applying traditional marketing methods into social media strategies
  28. 28. Program • Facebook fan page to engage target audience in where they are • Content strategy providing relevant health and wellness information • Twitter to distribute information and drive awareness • Video for athletic and performance information to drive interactions • Search engine optimization and marketing • Mobile
  29. 29. • Utilizing demographic statistics to formulate a strategy for success • Which social media channels are best for targeting specific demographics • Applying traditional marketing methods into social media strategies
  30. 30. Integrated Communications • Social media program announced via traditional methods • Direct mail • In-store displays and flyers • Email
  31. 31. Results • 800 Facebook fans in three weeks • Increase in facility visits • 14% Increase in site traffic for events

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