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Social Media Strategy for Behavioral Healthcare


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Social Media Strategy for Behavioral Healthcare

  1. 1. Social Media Strategy for Behavioral Healthcare<br />May 6, 2010<br />Bill Balderaz<br />Founder and Chief Optimism Officer<br />Webbed Marketing<br />
  2. 2. Agenda<br />Why social media matters to you<br />How you can use social media effectively<br />How to measure your social media campaign<br />Industry case studies<br />
  3. 3. Why Social Media Matters to You<br />
  4. 4. Goal of Social Media in Healthcare<br />To empower the providers, clients, patients, doctors, hospitals, visitors and staff to share information.<br />
  5. 5. How Americans Search Health Info<br />36% want to see what other consumers say about medication or treatment<br />34% using social media, 46% using health portals, 67% using search engines<br />21% using Wikipedia <br />
  6. 6. Why Social Media Matters in Healthcare<br />
  7. 7. Google Trends- Tracking Search Patterns <br />
  8. 8. Healthcare Uses for Twitter<br />
  9. 9. Healthcare Sources for Patients<br />
  10. 10. Health Information Resources Used<br />General search engines<br />
  11. 11. Social Media Works in Healthcare<br />Chronic diseases such as diabetes, mood disorders, obesity, migraines, etc.<br />Engages in people’s daily lives<br />Exchange real information with real people<br />Up to date<br />Finding practical solutions to deal with these chronic conditions<br />
  12. 12. How You Can Use Social Media<br />
  13. 13. Social Media Uses in Healthcare<br />Blogs enable clients to share stories, photos and videos about experiences<br />Online forums allow clients to post opinions and engage in conversations<br />Podcasts & videos allow people to listen and share content<br />RSS feeds provide mediums to receive new information fast<br />Social networks to build communities of people with similar interests<br />
  14. 14. Mental and Behavioral Health Communities<br />
  15. 15. Mental and Behavioral Health Communities<br />
  16. 16. Twitter<br />Listening!<br />140-character messages to your “followers”<br />Syndicate news<br />Promote events and classes<br />Health information for clients<br />Recruitment<br />Influence policy<br />
  17. 17. Behavioral Health on Twitter<br />
  18. 18. Mental Health on Twitter<br />
  19. 19. Mental Health Conversations on Twitter<br />
  20. 20. Facebook<br />Social network to connect and chat with friends<br />Post videos<br />Synidcate news stories<br />Post about events<br />Photo galleries of events<br />Connect with a geography AND demographic, such as moms, nurses, etc.<br />Create loyalty<br />
  21. 21. Behavioral Health on Facebook<br />
  22. 22. Mental Health on Facebook<br />
  23. 23. YouTube and<br />Video sharing site with friends, comments and ratings<br />Reach a broad audience<br />HR promotional material for recruitment<br />Executive interviews and physician interviews<br />Client interviews<br />Events and classes<br />Drive traffic to Web site, too!<br />
  24. 24. Mental Health on YouTube<br />
  25. 25. Syndicating and Tagging Sites<br />Digg, Reddit, Delicious, Stumble Upon<br />Readers review and rate news stories and articles<br />More views, more prominent<br />Follow people with similar interests to see what they are reading<br />Connect with others in a similar interest, such as mental health, nurses, etc.<br />
  26. 26. How to Measure Your Social Media Campaign<br />
  27. 27. Set Clear Goals<br />Can’t measure “more buzz”<br />Define measurable metrics – 16 media placements, 40 relevant links, increase clients12%<br />Take baseline metrics before campaign starts<br />SEO metrics, social media metrics<br />Break metrics down into quantifiable goals<br />Mentions in blogs, social networks, links to the site<br />You can quantify metrics<br />
  28. 28. Determine the Hook<br />Set goals before determining the “hook”<br />Questionnaire to determine need – What gets your participants excited?<br />Examples: white paper, video, online calculator/application, stunt<br />
  29. 29. Determine the Distribution Plan<br />Earn your way to distribution<br />Don’t think of it as “free” marketing<br />Look for specialized networks or high-profile bloggers that don’t often get pitched<br />Rate the value of each participant and determine the pitch<br />
  30. 30. Determine the Distribution Plan<br />Think in terms of most efficient coverage<br />Examples: pitch a blogger, obtain a following on MySpace/Facebook, use tagging sites, Tweet to your target audience, make new connections on LinkedIn, build a presence on targeted social networks<br />Great Content + Great Distribution = Great Word of Mouth<br />
  31. 31. Measurement Summary<br />Start with a strategic goal <br />More clients, education or media awareness<br />Break those into measurable “micro-goals”<br />Inbound links, Web site traffic, blogger mentions<br />Create a baseline scorecard<br />Correlate progress against the strategic with progress on “micro-goals”<br />
  32. 32. Industry Case Studies<br />
  33. 33. MayoClinic<br />At one time, Mayo Clinic podcasts reached #29 on iTunes list of top 100 podcasts<br />Facebook page with 14,650 friends<br />YouTube channel with doctors talking about illness, treatment and research<br />Health blog for consumers & media to improve the process of medical reporting<br />Creating “secret groups” on Facebook for people similar illness to connect<br />
  34. 34. Mayo Clinic News Media Syndications<br />
  35. 35. Healthcare Social Media Sites<br />Center for Disease Control<br />CIGNA Corp<br />Partners Healthcare System<br />Testing behaviors in virtual world<br />
  36. 36. MedScape<br />Social network for doctors<br />Mirrors Facebook/MySpace<br />More than 100,000 physicians<br />Must verify license to join<br />Topics include ethics, patient requests, crisis situations, malpractice lawsuits<br />
  37. 37. Patient Comment Sites<br /><br />Patients tell-it-as-it-is review site<br />More than 5,000 stories from across the U.S. <br />More than 1,000 clinics/hospitals<br />More than 2,000 topics <br />
  38. 38. Hospital CEO Blogs<br /><br />Paul Levy, CEO of Boston’s Beth Israel Deaconess Hosptial<br /><br />Nick Jacobs, CEO of Windber Medical Center in PA<br />
  39. 39. Get Social Today<br />Attendance and enthusiasm are half the game<br />Don’t play in the space if you aren’t going to participate!<br />Dedicate time to making this work<br />Seek first to understand, then to be understood<br />The conversation is going on right now, the only decision is if you will be involved<br />
  40. 40. Questions & Comments<br />Bill Balderaz<br /><br /><br />@bbalderaz<br />