Social Media ROI in Healthcare


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Healthcare Social Media ROI - most important aspects of setting up social media in medicine and getting a return on investment.

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Social Media ROI in Healthcare

  1. 1. Social Media ROI Simon Sikorski, M.D. Healthcare Marketing Center of Excellence Twitter - @SimonSikorskiMDFooter Text 06/26/12 1
  2. 2. In this presentation:• What is Social Media ROI in healthcare all about• The “ideal” patient• The importance of creating long-term strategy vs. short-life span of social media• The #1 most effective form of social media and its ROI• Almost 70% of specific demographics require social media access.• Risk Aversion & solutions for each level of risk• Social Media Roadmap• Biggest ROI opportunities from healthcare social media• Protecting your ROI• Take-home challenges 06/26/12 2
  3. 3. Social Media is NOT the same as advertising …but it sure helps make advertising very profitableFooter Text (explained later) 06/26/12 3
  4. 4. #1 Social Media is about becoming the #1 most trusted source of medical information (especially correcting misinformation on world-wide-web)Footer Text 06/26/12 4
  5. 5. #2 It’s about Testimonialsand building advocacy for your health care servicesFooter Text 06/26/12 5
  6. 6. Have you Heard these words? Transparency Trust Building RelationshipsFooter Text 06/26/12 6
  7. 7. #3 Social Media is a Reference Check When someone looks you up, Google and other social media channels are cross-referencesFooter Text 06/26/12 7
  8. 8. Google can be your best friend, if you only allow it to be. Otherwise you’re at its mercy.Footer Text 06/26/12 8
  9. 9. #4 It’s about Content!!! Social media allows for creating relevantuser-generated content that keeps on giving back for months to come. (possible when that content is re-posted from social media onto your website/blog )Footer Text 06/26/12 9
  10. 10. Who is the ideal targetaudience for Social Media in healthcare?Footer Text 06/26/12 10
  11. 11. In an ideal world all patients would be E-patients Equipped, Enabled, Empowered, EngagedThey care so much they’d be willing to work with youas part of the care team…E-Patients: higher compliance, better results, becomeadvocates and evangelists when their needs are met– every time.“Free Marketing” – never forget this! Footer Text 06/26/12 11
  12. 12. Improving Outcomes By Working Together It ALL starts ONLINE Where patients make first connections matters because it determines their entire experienceFooter Text 06/26/12 12
  13. 13. ONLINE experience That first connection where patients get their primaryinformation should be carefully monitored by doctors … and prescribed 06/26/12 13
  14. 14. Do you consider yourwebsite to be a social media channel? Why not?Nothing is more social than your website! 06/26/12 14
  15. 15. Longevity• Social media lasts seconds, minutes, days max• Website is forever• What is your website strategy?• In January 2012, HMCOE reviewed 50 physician and hospital websites… less than 10% were optimized for Google, yet 70% of them had Facebook.• THAT’s a PROBLEM! 06/26/12 15
  16. 16. Where is your audience getting primary information? Twitter? Facebook? Foursquare? No, they’re on the Pinterest? GOOGLE What is your GOOGLE strategy?Hint… where does information stay on the longest? 06/26/12 16
  17. 17. WEBSITE!Footer Text 06/26/12 17
  18. 18. Physicians in Social Media Social Media use in healthcare is boomingStill the same # of physicians on social media. Notmuch is changing.In past 2 years, it’s been the same physician voices onTwitter. Others are simply looking in… but notparticipating.Social media run by medical professionals is still verylow … but because of that it’s a big opportunity 06/26/12 18
  19. 19. How patients find doctors?• #1 – Google• Until you can dominate on Google, it’s impossible to have the best return on social media.Google changed its algorithms significantly.Majority of social media channels are no longer being indexed.Google created its own social media channel. Footer Text 06/26/12 19
  20. 20. PWC Some sobering observations • industries/publications/health-care-social- media.jhtmlFooter Text 06/26/12 20
  21. 21. ALLFooter Text 06/26/12 21
  22. 22. 18-24 age groupFooter Text 06/26/12 22
  23. 23. 25-34 ($100K+ income)Footer Text 06/26/12 23
  24. 24. 25-34 ($100K+ income)For elective, wellness, and preventative services social media is a requirement!Footer Text 06/26/12 24
  25. 25. We’re becoming educated“shoppers” of health care Those savvy in the use of the internet, and are educated, require cross- referencesFooter Text 06/26/12 25
  26. 26. Risk Aversion Pick level of Risk Aversion for your organization• Low Risk – Averse to ANY social media o Can do website & ad placements only o Can be fully outsourced• Moderate Risk – Exploring Social Media o Website, blog, and ads – still full control but limited risk o “Calculated” tweets, facebook posts, etc. linking to static resources o Can be outsourced BUT Full-time Job for SM manager. 06/26/12 26
  27. 27. High Risk• High Risk – Fully Immersed • Specialists Required • Individually-tracked initiatives • Always link back to website • Links, links, links. • Full-time Job for SM manager & specialists. • Can only outsource Advertising but complicatedFooter Text 06/26/12 27
  28. 28. For Low Risk Organizations Before starting social media• Find ways to recommend existing social media channels and communities• Advertise on those channels / find ways to support them. Reason: Show that you care. • How to Advertise? - Create a Funnel. Ask Questions• Listen to feedback and participation• Always link back to main website with a dedicated landing page for this initiative• Measure results• Plan a Roadmap to start your own community Footer Text 06/26/12 28
  29. 29. Social Media Roadmap• Plan & Select Appropriate Channels• Listen first (use tweetdeck)• Tweak appropriately• Interact• Track results• Measure success & Report – prove ROI• Revise long-term channels (website, ads, blog)• Find new channels• Repeat, repeat, repeat – social media is NOT a one time deal• Use social media results to I.D. best advertising opportunities. 06/26/12 29
  30. 30. Write Once• Learn to Blog FIRST - If you can blog, you can do social media• Social media lasts seconds, minutes, days, but a blog and a website are forever.• Website is the most important social media tool you will ever have … but if you don’t link to it and don’t bring content to life, it will lose relevance.• Social media is the most effective tool to bring older content back to life and to find content that will produce results for a long time• Once you write something, just “translate it” to video, pdf, tweets, blog posts, facebook posts, etc. Footer Text 06/26/12 30
  31. 31. Blogging• Write content for Patients & Referring Doctors separately. One portal for each.• Ask patients in person what they’re looking for and develop content accordingly• Look towards your social media funnel to learn what content is most relevant to your audience• Look towards results from advertising to prove what content patients are looking for.• Keep tweaking and adding content based on real- time results. Footer Text 06/26/12 31
  32. 32. Fail Fast• With Social Media’s lifespan of seconds/minutes or days if something doesn’t work don’t dwell on it.• Refine and Adapt Fast• Train staff members that are truly willing to learn and will take pride in making connections• Don’t forget end-goal: it’s about connecting real life medical professionals with patients. Do you have that connection at end of funnel? Footer Text 06/26/12 32
  33. 33. ROI opportunities• Increase Utilization = Find a doctor / service• Establish Trust• Recognize Brand / Increase Brand Visibility• Patient / Referring Doctor Education• Patient / Customer Satisfaction• Patient & Doctor Retention and Loyalty – celebrating the stuff that matters• Save $$$ on marketing• Identify advertisements 06/26/12 33
  34. 34. Creating a FunnelFooter Text 06/26/12 34
  35. 35. Listen Develop Content Develop “Landing Page” Post Content (re-post in several formats) Always Link to Unique Landing Page Listen to Response If Response Adequate  Participate When participating  Advocate Landing Pages On Landing Page  Phone #, Seminar Info, etc If you find the response, participation, calls, andseminars adequate you just found a great potential for ROI from highly targeted advertisements.Footer Text 06/26/12 35
  36. 36. Advertise Things That Matter … not to you … but to your target audienceFooter Text 06/26/12 36
  37. 37. Why are HMCOE’s clients getting10-25% Click Through Rates on Ads?• We Listen to feedback• Track Results• Tweak• NOTHING is EVER Automated Footer Text 06/26/12 37
  38. 38. Advertising costs decrease over time as social media is quicklybecoming the #1 tool for market research.Finding what’s relevant to your patients should be your #1 priority. 06/26/12 38
  39. 39. Protect Your Organization Content Aggregators News Syndication Companies Advertising Companies What do they all have in common? PLAGIARISMFooter Text 06/26/12 39
  40. 40. Why Protect? The biggest ROI from social media efforts isgeneration of content that truly works. Protect it at ALL costs.Footer Text 06/26/12 40
  41. 41. Take Home Challenges• Challenge your employees, especially thought leaders, to become content curators• Challenge your employees to ask for feedback• Challenge them to actively ask their patients for their opinion about resources they seek (not a one-time deal. This needs to become a habit) Footer Text 06/26/12 41
  42. 42. How to get in touch with Dr. Sikorski?Email: Phone: (646) 648 – 1355 M-F 8am – 6pm EST www.HealthcareMarketingCOE.comFooter Text 06/26/12 42