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Healthcare Social Media Success Strategies


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A webinar moderated by Jake Wengroff, Global Director of Social Media, on the healthcare industry's use of social media for marketing, information, and communications.

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Healthcare Social Media Success Strategies

  1. 1. WelcomeWe will begin shortly…<br />Event Sponsors<br />
  2. 2. Social Media has changed our world.  Educate, Engage, Expand!<br />_______________________________________________________________<br />Healthcare Social Media Success Strategies<br />May 5, 2011<br /> Social Media Training Inc. – Confidential & Proprietary<br />
  3. 3. Our speakers today:<br />Moderator: Jake Wengroff, Global Director of Social Media Strategy and ResearchFrost & Sullivan <br />Speaker: Jeremy Morris, Senior Director of StrategyWax Custom Communications <br />Speaker: Dana Lewis, Interactive Marketing SpecialistSwedish Medical Center <br />Speaker: Kelly Colbert, Marketing Strategy DirectorWellPoint, Inc. <br />
  4. 4. Your Moderator<br />Jake Wengroff<br />Global Director<br />Social Media Strategy & Research<br />(210) 247-3806<br />mobile (917) 952-6816<br /><br />Follow Frost & Sullivan on Twitter <br />@Frost_Sullivan<br />@JakeWengroff<br />
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  8. 8. 8<br />
  9. 9. 9<br />“Not everything that can be counted counts, and not everything that counts can be counted”.<br />9<br />
  10. 10. 10<br />“There’s no such thing as a social media strategy”.<br />10<br />
  11. 11. 11<br />11<br />
  12. 12. 12<br />What problem are we trying to solve?<br />12<br />
  13. 13. 13<br />Deus Ex Machina (w00t!!)<br />13<br />
  14. 14. 14<br />The only 5 ‘social media’ rules you need to remember<br /> Know your customer<br /> Understand what they’re trying to do<br /> Help them do it<br /> On their terms<br /> Rinse and repeat<br />14<br />
  15. 15. 15<br />Listen & Learn<br />15<br />
  16. 16. 16<br />Engage<br />16<br />
  17. 17. 17<br />Brief case study<br />1,000 followers<br />10,500 ‘likes’<br />300,000 views<br />17<br />
  18. 18. _______________________________________________________________<br />WHY SOCIAL MEDIA IN HEALTH?<br />Dana Lewis | @danamlewis<br />Interactive Marketing Specialist @Swedish<br />(We can’t afford not to.)<br /> Social Media Training Inc. – Confidential & Proprietary<br />
  19. 19. Who uses social media in health care?<br />_______________________________________________________________<br /><ul><li>Patients
  20. 20. 80+% of Americans search online for health info
  21. 21. Physicians
  22. 22. 86% search online for health information in their practice
  23. 23. Organizations
  24. 24. ~900 Hospitals => ~3,000 Social Networking/Media Sites
  25. 25. …and you</li></ul> Social Media Training Inc. – Confidential & Proprietary<br />
  26. 26. Why do people use social media in health?<br />_______________________________________________________________<br /><ul><li>Patients
  27. 27. Learn about symptoms, diseases/conditions, options
  28. 28. Educate themselves, understand treatments
  29. 29. Support
  30. 30. Physicians
  31. 31. Ongoing education
  32. 32. Resources for treating patients (medical research)
  33. 33. Peer-to-peer support
  34. 34. Marketing/promotion
  35. 35. Organizations
  36. 36. Connect to patients/consumers/customers & provide resources
  37. 37. Public health information
  38. 38. Virtual “help” desk and patient/customer relations</li></li></ul><li>What is social media in health care?<br />_______________________________________________________________<br /><ul><li>Live-tweeted or streamed patient procedures
  39. 39. Health education videos
  40. 40. Health parody videos
  41. 41. Blogs sharing health care information
  42. 42. Patient support networks
  43. 43. Physician peer support via physician networks
  44. 44. Collaboration
  45. 45. Crowd-sourcing
  46. 46. Conversation
  47. 47. Webinars, tweetchats, threaded conversations</li></li></ul><li>At Swedish, we do social media with:<br />Patients<br />Family/communities<br />CEO<br />Senior leadership<br />Physicians<br />Nurses<br />Other Swedish employees<br />Community partners<br />
  48. 48. One size never fits all<br /><ul><li>Curator of health information, local resources
  49. 49. Swedish news, primary care/general patient information, local news & resources
  50. 50. Physician bios, FAQs, hot topics</li></ul>Different communities, different messaging<br />
  51. 51. 210,000+ views<br />
  52. 52. #SleepUp<br />+<br />=<br />10,000 participants<br />
  53. 53. Make it interesting<br />435,000+ views<br />
  54. 54.<br />
  55. 55. Everyone wins<br />
  56. 56.<br />All physicians can blog directly on physician profiles<br />Main blog is ‘curated’<br />Specialty blogs can be developed<br />Helps physicians & others tell their stories, stand apart online<br />Another place for two-way conversations<br />
  57. 57. Engage with us online:<br />Dana Lewis | @danamlewis |<br />
  58. 58. Socializing Social Media within your company<br />Organizational and Educational tips<br />Kelly Colbert<br />Marketing Strategy Director<br />WellPoint, Inc.<br />
  59. 59. Make sure your social media programs are social - involve your entire company!<br />Fans, followers, tweets, updates, FB apps, listening, brand channels, hashtags. It’s tempting to retain the mystique…<br />Social media comes with lingo – which we need to demystify. If your organization doesn’t understand social media, they will not understand your social media success.<br />Two ways to prepare your company: education and organization.<br />32<br />
  60. 60. Organization<br />Consider ways to educate from the top down. If executives feel conversant in social media, they will telegraph positive impressions to their teams.<br />We have a Marketing Leadership Council. From this, we created a Social Media Subcommittee.<br />The subcommittee is: a group of senior executives who met monthly to learn more about social media programs at our company<br />The subcommittee is not: a manager-level group with any approval or authority over social media marketing program rollout.<br />33<br />
  61. 61. Organization: Social Media Subcommittee<br /> The Subcommittee was formed to give broad access to and information on our early social media efforts across the enterprise. Representatives from various Marketing groups, Human Resources, Legal, IT, Care Management and others meet to review new developments in the social media arena.<br />This cross-functional social media subcommittee has provided guidance on the evolution of our social media efforts. <br />34<br />
  62. 62. Organization: Social Media Subcommittee<br />The types of things we shared at the subcommittee level:<br />Socialgraphics research<br />Social media campaign results<br />Annual social media strategy<br />Social media policies<br />Social Media “so what”<br />The benefit: We don’t suffer from last minute road blocks nor do we have to deal with an audience that is ill-prepared for the innovative social media programs we are developing. We also have social media advocates across the organization, who feel a part of the growth of social media in the organization.<br />35<br />
  63. 63. Organization: Your Subcommittee<br />Use your subcommittee to evangelize the “so what” behind social media.<br />Think of this group as your (senior) social ambassadors, which is necessary for social to grow and prosper within your company.<br />36<br />
  64. 64. Organization: Social Media - “So what…”<br />Example of the ongoing social media “so what” information we share with our social media subcommittee.<br />Brands are spending money on word-of-mouth and conversational marketing thus increasing the spend more rapidly than other forms of digital advertising<br />In 2007 brands spent approximately $500 million on this type of marketing. By 2009 that number increased to $800 million and is projected to be at $3 billion by 2012<br />Pepsi is spending $20+ million dollars on the social media component of “refresh everything” - forgoing Super Bowl exposure<br />Just an example of the sorts of information we share that shows social media is on<br /> on the center stage.<br />37<br />
  65. 65. Organization: More Social Media – “So what”<br />Social networks are measured differently than traditional media. Often impressions are replaced by what people did or felt, with emphasis on the “doing.”<br /> BestBuy measures 85% lower turnover as a result of its Blue Shirt community <br /> State Farm measures its internal blog by the improvement in morale <br /> ASPCA can track on-line donations and increased membership back to its social networking efforts<br /> IBM receives more leads, sales and exposure from a $500 podcast than it does from an ad <br /> Compaq Computer uses its own customers as its help desk, saving on staffing while increasing customer satisfaction<br /> Lego lets its customers design and produce the MindStorms software, saving on development costs while drawing its customers closer to the brand<br /> Our social media subcommittee can take these facts back to their teams<br />38<br />
  66. 66. Education: Spreading the word<br />It’s tempting to keep social in a silo.<br />There is a difference between managing social media marketing centrally and educating your employees on social media.<br />We’re taken a centralized approach toward social media marketing (currently moving toward a hub and spoke model). However, we’ve gotten a lot of demand for social media education and we have developed educational programs to meet this demand.<br />39<br />
  67. 67. Identifying groups and type of education necessary<br />Socialized social media on the executive level through the social media subcommittee, but there are many levels that are ripe for education.<br />We identified the right group of people to undergo education and training and then considered what sorts of things this group needed to learn about social media.<br />We called the group the Social Media Center of Excellence which was aspirational at the beginning and then we identified the crucial components of social media that would comprise our education program.<br />40<br />
  68. 68. Education: Two approaches<br />Social Media Center of Excellence <br />This group of 25 cross-functional associates (manager-level) is being trained in our social media strategy along with standard social media best practices.<br />This group meets quarterly with the Altimeter Group (our social media consultant) and with our internal social media strategist monthly so as social programs are developed across the enterprise, they work in concert with each other and employ best practices and use standard metrics for success.<br /> <br />Social Media 101 Training <br />Developed content for a Social Media 101 course which will initially be extended to the Center of Excellence group and eventually distributed more broadly. This course has 10 modules and will educate associates on:<br />The basics of social media.<br />Facebook, YouTube, Twitter, blogs: best practices and examples of success programs<br />QR codes, location-based technologies, listening technology and more.<br />41<br />
  69. 69. Question and Answer Session<br />Please submit your questions now.<br />Other questions can be posted and answered on our LinkedIn Group.<br /><br />The deck and recording will be emailed to all registrants and attendees.<br />Thanks to our sponsor, Wax.<br /><br />
  70. 70. Thank you!<br />Event Sponsors<br />