The c suite brief


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The c suite brief

  1. 1. The C Suite Brief<br />By Travis Howell<br />&<br />Brett Bringhurst<br />
  2. 2. 2 Questions to Ask Yourself<br />“What are my customers ready for?”<br />Are they using Social Media (Twitter, Facebook, blogs)<br />“What are my objectives?”<br />Increase awareness, sales, building relationships , brand loyalty, listening, or embracing.<br />The answer to these 2 questions will help us start planning. <br />(Li, 2008, pg. 67, Groundswell)<br />
  3. 3. The Big Picture<br />Pros and Cons to Social Media<br />Pros<br />Ability to connect with customers (listen)<br />Spread a message through additional channels<br />Energize the customer base<br />Provide support to the customers<br />Cons<br />Loss of control over the message<br />Bad news spreads quick<br />Measuring success is difficult<br />Needs continuous management and attention<br />(Li, 2008, pg. 69, Groundswell)<br />
  4. 4. Social Media In Health Care<br />Health Care Organizations are moving from experimentation to strategic use.<br />Patient communities<br />Twitter from the OR<br />Flipcam videos<br />Social communities<br />Current trends in Health Care Social Media.<br />Managing a conversation<br />Engaging e-patients<br />Convergence with personal health record (privacy violations and dangerous information could become common)<br />(Sharp, 2010, Social Media In Health Care: Barriers and Future Trends, iHealth Beat) <br />
  5. 5. The Endless Possibilities of Social Media<br />“We’re in a market where a one-size-fits all story package just doesn’t work.”<br />We can target each channel in a relevant way. The opportunity to customize our message to a specific target audience.<br />The ability to engage with our audience and leverage our content. The ability to tell a story in three-dimensions is readily attainable through social media channels.<br />(PR Newswire Association, 2010, Roundtable Q & A With Leading Brand Marketers)<br />
  6. 6. How much does it cost?<br />Facebook, Twitter are free use sites- no cost<br />Some blog hosting sites (blogger by Google)- no cost<br />Others do cost and offer more customizing and tracking options, more professional looking….<br />Cost of hiring a “Social Media specialist”- if needed<br />(According to,, ) <br />
  7. 7. Does Our Hospital Need it?<br />Fact is- many employees are already using this even while at work! <br />Patients are using this as well- in waiting rooms, before procedures…..<br />We can find patients, employees, and doctors that are using social media outlets<br />Departments and clinics within the hospital can use our social media outlets to promote their efforts<br />(Kevin MD, Unk, Social Media Strategy at Massachusetts General Hospital (MGH))<br />
  8. 8. How Do We Start?<br />Participate (Get out there!)<br />Assess Preparedness<br />Target Audience<br />Make goals for each group<br />Define desired outcomes<br />Choose which outlets to use<br />Integrate!!<br />Plan resources- avoid social media fatigue!<br />Set measurements<br />Start monitoring<br />Develop Policy<br />(The Healthcare Marketer, 2009, Creating a Social Media Marketing Plan)<br />
  9. 9. Lets Get Out There!!!<br />