Social Media for Healthcare Marketers

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Healthcare marketers today are battling several powerful diseases. Apprehensive Social Media Syndrome -- ASMS, and One-Way Social Media Disorder -- OWSMD. And if you're not, your customers are online and hungry for information and engagement with YOU. Here are some insights on how health and wellness marketers can write their own prescription for success in social media marketing.

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  • I am an MBA student, and I am writing my essay. It is about health care branding ….
    I want you kindly to help me, possible?

    Best Regards
    Hossein saffari
    *****************
    hosseinsaffari@gmail.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I am an MBA student, and I am writing my essay. It is about health care branding ….
    I want you kindly to help me, possible?

    Best Regards
    Hossein saffari
    *****************
    hosseinsaffari@gmail.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I am an MBA student, and I am writing my essay. It is about health care branding ….
    I want you kindly to help me, possible?

    Best Regards
    Hossein saffari
    *****************
    hosseinsaffari@gmail.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Excellent presentation. I was entertained and informed at the same time.
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  • awesome presentation!!!
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  • http://www.marketingcharts.com/direct/adults-look-up-health-info-online-13791/ Three-quarters (76%) of US adults have looked up health information online at some point. Among currently online adults, that figures jumps to almost nine in 10 (88%). Sixty-two percent of online adults have looked up health information online in the past month. By number, about 175 million US adults have looked online for health information at least once.
  • Social Media for Healthcare Marketers

    1. 1. Answers. Advocacy. Community. Social Media for Healthcare Marketers April 20, 2011
    2. 2. First, a little introduction <ul><li>Lauren Moye, Director of Marketing </li></ul><ul><li>EmpowHER is a health media company for Women </li></ul><ul><li>Only network and sites exclusively dedicated to women’s health and wellness </li></ul><ul><li>Started in 2007 by renowned women’s health advocate Michelle King Robson </li></ul><ul><li>Fastest growing in the category: </li></ul>Confidential and proprietary. Do not distribute. © 2011 EmpowHER Top 5 Top 25 Top 7% Women’s Health & Wellness Site Source: Experian Hitwise Of All Women’s Lifestyle Sites Source: Experian Hitwise (all categories) Of All Health Sites Source: Experian Hitwise
    3. 3. Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    4. 4. <ul><li>So what IS social media anyway? </li></ul>Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    5. 5. Confused? <ul><li>“ Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is surprise it’s not better.” </li></ul><ul><ul><li>Avinash Kaushik </li></ul></ul><ul><ul><li>Analytics Evangelist, Google </li></ul></ul>Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    6. 6. <ul><li>So what is it really??? </li></ul>Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    7. 7. Conversations & connections online Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    8. 8. Confidential and proprietary. Do not distribute. © 2011 EmpowHER Well…newsflash, it’s no longer about you. It is ENTIRELY and UTTERLY…all about them. Everyone has a voice.
    9. 9. It’s a new world out there … Confidential and proprietary. Do not distribute. © 2011 EmpowHER Old Way Social Media Way Captive audience Audience in control One-way “push” communication Two-way dialogue Brand in control of messages Anyone can take control Publishing was an investment Anyone can publish anything Information: at the ‘speed of print’ Information travels significantly faster
    10. 10. Let’s look at some facts – shall we? Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    11. 11. Percentage of U.S. adults who look for health information on the Web Confidential and proprietary. Do not distribute. © 2011 EmpowHER 76 %
    12. 12. Percentage of women who look for health information on the Web Confidential and proprietary. Do not distribute. © 2011 EmpowHER 92 %
    13. 13. <ul><li>Women age 35-44 spend 25 minutes per day on average on health community sites </li></ul><ul><li>Health sites reach 60% of women age 35-44 </li></ul><ul><li>& 50% of women age 15-24 </li></ul>Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    14. 14. And here’s a few more stats according to Pew Confidential and proprietary. Do not distribute. © 2011 EmpowHER <ul><li>8 in 10 Internet users have looked online for health information </li></ul><ul><li>60M US consumers connect to others regarding health issues </li></ul><ul><li>88% of health-related searches feature user-generated content in the first three pages </li></ul><ul><li>70% of consumers believe information from their peers online even if they are NOT experts </li></ul><ul><li>86% of US physicians use Internet to gather health, medical, or prescription drug information </li></ul><ul><li>1200 health-related advocacy communities on Facebook </li></ul>
    15. 15. <ul><li>So how can social media be used in the </li></ul><ul><li>health care industry? </li></ul>Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    16. 16. … A lot of different ways! <ul><li>Market research, brand loyalty & customer evangelism, </li></ul><ul><li>public relations and customer service </li></ul>Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    17. 17. <ul><li>So how do we do this? </li></ul>Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    18. 18. First, remember that … <ul><li>Social media by itself it NOT a strategy… </li></ul>Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    19. 19. Social media is instead… <ul><li>An invaluable platform of social networks, microblogs, bookmarking and video-sharing sites that works to SUPPORT your marketing strategy and objectives </li></ul>Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    20. 20. So where do we go from here, you ask? Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    21. 21. First and foremost… <ul><li>Here what is being said in real time </li></ul><ul><li>Influence opinions at their conception </li></ul><ul><li>“ Technology is shifting power away from the editors, the publishers, the establishment, media elite. Now it’s the people who are in control” ~R. Murdoch </li></ul>Confidential and proprietary. Do not distribute. © 2011 EmpowHER LISTEN!!!
    22. 22. Here are some “listening” tools <ul><li>Google Alerts </li></ul><ul><li>SocialMention.com </li></ul><ul><li>Technorati.com </li></ul><ul><li>Kurrently.com </li></ul><ul><li>Twitter search tools </li></ul><ul><li>Competitive intelligence work </li></ul>Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    23. 23. Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    24. 24. Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    25. 25. Then… Confidential and proprietary. Do not distribute. © 2011 EmpowHER <ul><li>Develop a social media policy that is well communicated </li></ul><ul><li>Define an objective – what are you aiming to accomplish </li></ul><ul><ul><li>Aligned with overarching marketing objectives </li></ul></ul><ul><ul><li>Set practical and reasonable goals </li></ul></ul><ul><ul><li>Who owns it within organization </li></ul></ul><ul><ul><ul><li>HR </li></ul></ul></ul><ul><ul><ul><li>Marketing / PR </li></ul></ul></ul><ul><ul><ul><li>Nurses </li></ul></ul></ul><ul><ul><ul><li>Customer service </li></ul></ul></ul><ul><ul><li>Objective Examples </li></ul></ul><ul><ul><ul><li>Create awareness </li></ul></ul></ul><ul><ul><ul><li>Increase new patient acquisition </li></ul></ul></ul><ul><ul><ul><li>Market research </li></ul></ul></ul><ul><ul><ul><li>Customer service </li></ul></ul></ul>
    26. 26. And… Confidential and proprietary. Do not distribute. © 2011 EmpowHER <ul><li>Decide on a platform – make sure it makes sense </li></ul><ul><ul><li>Doing it because “they” are doing it is NOT a strategy </li></ul></ul><ul><ul><ul><li>Forum </li></ul></ul></ul><ul><ul><ul><li>Blog </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Join existing community </li></ul></ul></ul><ul><li>Decide on a timeline </li></ul><ul><li>Metrics – analyze, measure, assess frequency </li></ul><ul><li>ADAPT </li></ul>
    27. 27. And remember… <ul><li>Authentic </li></ul><ul><li>Honest </li></ul><ul><li>Open </li></ul><ul><li>Engaging </li></ul><ul><li>Interesting </li></ul><ul><li>Relevant </li></ul><ul><li>Frequent </li></ul><ul><li>Timely </li></ul>Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    28. 28. A good example Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    29. 29. Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    30. 30. Crisis communication + opportunity Confidential and proprietary. Do not distribute. © 2011 EmpowHER <ul><li>Crisis Communication : </li></ul><ul><li>What happened </li></ul><ul><li>Acknowledge / Accept </li></ul><ul><li>What can we do better? </li></ul><ul><li>Opportunity : </li></ul><ul><li>Have you tried XYZ Dr or hospital? </li></ul><ul><li>Loyalty / Evangelism : </li></ul><ul><li>Thank you! </li></ul><ul><li>Acknowledge </li></ul>
    31. 31. Here’s who we’ve helped, how can we help you? Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    32. 32. Questions? Confidential and proprietary. Do not distribute. © 2011 EmpowHER Lauren Moye, Director of Marketing EmpowHER [email_address]

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