What is Social Media ?<br />Social media is the use of web-based <br /> and mobile technologies to <br />turn communication into <br />interactive dialogue (Wikipedia).<br /><ul><li>The Groundswell is a social trend </li></ul> in which people use technologies to <br /> get what they need from each other, rather than from traditional institutions like corporations (Li, & Bernoff, 2008, pg. 9)<br />Li, C, & Bernoff, Josh. (2008). Groundswell. Boston, MA: Harvard Business Review Press.<br />http://en.wikipedia.org/wiki/Social_media_marketing<br />
Social Media Channels<br /><ul><li>Social networking sites (Face Book, Twitter)
Social measuring (Technorati)</li></li></ul><li>Why Social Media in Health Care?<br /><ul><li>76% of online consumers search the internet for health care information </li></ul>(Medical Marketing and Media)<br /><ul><li>More U.S. adults turn to the internet than to doctors for obtaining health and medical information. </li></ul> (Q3 2008) Manhattan Research.<br /><ul><li>The average person can share health related information with a 50-person network within 30 days. </li></ul>(“Influencers and Health Advertising”,MedTrackAlert and Interactive Media Studies (IMS) Program at Miami University in Oxford, Ohio Study, 2007)<br />http://www.youtube.com/watch?v=CHAnNzlBiz8&NR=1<br />
7 C`s of Social Media Usage Ways to apply Social Media Channels to Healthcare settings.<br />Communication<br />Cause support/Sponsorship<br />Consumer research<br />Customer service<br />Community building<br />Contests<br />Connecting others<br />Jonathan Richman, 2010<br />http://www.doseofdigital.com/2010/02/the-seven-uses-social-media-business/<br />
Preparing to Enter the Groundswell<br />POST, 4 step planning process-<br />People; <br />What are my customers ready for? <br />Objectives; <br />What are my goals?<br />Strategy; <br />How do I want my customer relations to change?<br />Technology; <br />How should the marketing strategy be delivered?<br />Begin by profiling customers for free with HERO<br />(Li, & Bernoff, 2008. Pgs. 67-68) <br />
Begin ListeningA well designed objective is S.M.A.R.T<br />Companies pay over $15 billion annually for market research. (“Honomichl Global Top 25; the World’s Leading Market Research Firms, 2006).<br />Develop a private community. <br />Replaces focus groups.<br />Eliminates survey costs and analysis.<br />Generates simple and precise reports.<br />Access to real time customer reviews.<br />Can help evaluate rate of return on<br />objective and investment.<br />
Company Considerations<br /><ul><li>Develop a company policy regarding social media </li></ul> that honor HIPPA <br /> regulations. <br />Policy database<br /><ul><li>Train managers, marketers, HR and public relations officers.
Assign a senior person to interpret information and create plans of action.</li></li></ul><li>Bringing it all together.<br />Hospital use social media strategies in surprising ways, we can too?<br />Tweet live procedures<br />Train medical personnel<br />Provide accurate health information<br />Reach the mainstream media<br />Communicate in times of crisis<br />5 examples of social media in healthcare marketing. Retrieved from http://www.toprankblog.com/2010/01/social-media-healthcare-marketing/.<br />Thank you for your time!<br />