Social Media and Web Site Strategy for Health Care


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Social Media and Web Site Strategy for Health Care

  1. 1. Social Media and Web Site Strategy for Health CareMay 2011Bradley<br />
  2. 2. Web Site Content:Department/Division & Clinician/Patient<br />5/29/2011<br />Bradley Jobling (<br />2<br />(dotted line = frequent & routed updates)<br />
  3. 3. Processes & Workflows<br />Create workflow process for “Frequent & Routed” updates.<br />Forms and online requests should be in a database.<br />Site should have funnels, & landing pages.<br />All frequent & updated content should be syndicated & shared.<br />5/29/2011<br />Bradley Jobling (<br />3<br />
  4. 4. Frequent & Routed Updates<br />5/29/2011<br />Bradley Jobling (<br />4<br />
  5. 5. Frequent & Routed Updates<br />Meet the Physician Profiles<br />Divisionin the News<br />Research Updates<br />Patient Stories<br />Event Marketing Articles<br />Awareness Month Information<br />Wellness & Prevention<br />5/29/2011<br />Bradley Jobling (<br />5<br />
  6. 6. Distributed & Syndicated <br />5/29/2011<br />Bradley Jobling (<br />6<br />Support<br />CME<br />Mail<br />
  7. 7. Social Media & Relationship Management<br />Create a relationship management process for patients & clinicians.<br />Participating sites can change as social media usage changes.<br />Social media sites should bring visitors back to main site whenever possible.<br />Maintain an active listening program for online communities.<br />Maintain, patient, event, CME and clinician databases.<br />Personalized Pages: Newsletter Options, Bookmarks, Saved Articles, Address Book, Online Notebooks.<br />5/29/2011<br />Bradley Jobling (<br />7<br />
  8. 8. Social Media Strategy<br />5/29/2011<br />Bradley Jobling (<br />8<br />
  9. 9. Content & Marketing<br />Inbound vs. outbound marketing<br />Online campaigns can be created for events, areas of practice or programs.<br />Apps, tools, lists & calculators can be created for return visits.<br />Content on site should be Columbia specific.Standard content can be purchased or outsources<br />RSS feeds of “Frequent and Routed” updates.<br />Convenience Applications: Clinicians, Patients & Employees<br />5/29/2011<br />Bradley Jobling (<br />9<br />
  10. 10. Analytics<br />Online Customer Surveys<br />Multivariate & A/B Testing<br />Increase Search Traffic<br />Measure: Patient Referrals, Web Site Statistics, Subscribers, Email Statistics, Social Media Engagement Measures, Business Requests<br />5/29/2011<br />Bradley Jobling (<br />10<br />
  11. 11. Speaking Engagements<br />7/27/10 - Healthcare IQ: Strategic Social Media for Health Care<br />12/7/11 – CDC/NYSDOH: Going Viral Against HIV and STIs<br />1/31/11 - Center for Biotechnology at Stony Brook University, and Mount Sinai School of Medicine: Social Media in Healthcare<br />3/17/11 – Business Development Institute: Social Communications Leadership Forum<br />4/8/11 – RaganPR & NASDAQ: Social Communications Leadership Series<br />7/26/11 – Advanced Learning Institute: Social Media & Mobile Technologies for Healthcare Conference<br />5/29/2011<br />Bradley Jobling (<br />11<br />