These are Dan's slides from his presentation from the AMA Tampa Health gathering in September 2014. For more information about Dan or his company, go to http://www.jenningshealthcaremarketing.com.

1. Let’s Unlearn What We Think
We Know About Social Media
Healthcare Marketing as Community Building
2014 Tampa AMA
Presentation by
Dan Dunlop, Jennings
Twitter: @dandunlop

2. THE WORLD HAS CHANGED…
THE PRACTICE OF MEDICINE HAS
CHANGED…
THE WAY WE COMMUNICATE WITH
PATIENTS, PROSPECTIVE PATIENTS
AND PHYSICIANS MUST ALSO
CHANGE.
@dandunlop
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3. @dandunlop
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4. PHYSICIAN SATISFACTION REPORT
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5. Physician Adoption of Digital
Communication & Social Media
(A Gradual Process)
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6. Physician Adoption of Digital
Communication & Social Media
 2012 Research Study: JMIR. Survey was
distributed via email to a random sample of 1695
practicing oncologists
 57.5% perceived social media to be beneficial,
engaging, and a good way to get current, high-quality
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information.
 57.9% stated that social media enabled them to
care for patients more effectively, and 60.0%
stated it improved the quality of patient care they
delivered.

7. @dandunlop

8. JMIR Study 2012
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9. QuantiaResearch; N
= 4,032
www.quantiamd.co
m
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10. Beware These Pronouncements
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11. Enough About Doctors,
What About Consumers?
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16. Source: iStrategy Labs, 2014 Facebook
Demographic Report
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19. Real Simple & Huffington
Post: 3,583 Women
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Real Simple
Poll

21. @dandunlop
Real Simple
Poll

22. The Connected Consumer
 Broadcast era is over
 Can’t simply buy people’s attention
 The consumer controls:
 What they view
 What they share
 And how they view it (what screen)
 Building “communities of shared interest” is
an ideal way to take advantage of this trend
 Helps brands connect with their audiences in
@dandunlop
a more human manner

23. Real Simple &
Huffington Post:
@dandunlop

24. Health Communication:
Crisis of Relevance
 Our communication and marketing
today is largely without value!
 Our use of social media is largely
without value!
 To be effective, you must forget
what you think you know about
social media.
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25. Marketing as Community Building
 Need for healthcare marketing reform
 Moving from marketing “to” women (and
families) to marketing “with” women
 Making an investment in community
 Less transactional; more long term
 Deepening engagement with your brand
 Providing value in the relationship
@dandunlop

26. What Does Value Look Like?
 Entertainment
 Convenience
 Information resource
 Sense of belonging
 Opportunity for self-expression
 Opportunity to be heard; to share
 Emotional connection
 All of these should be present within a
community
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27. Elements of Community
 Reciprocity
 Shared values or interests
 Commonality
 Listening – We want to be heard
 Valuing the opinions of others
 Support – emotional and informational
 Kindness/Civility
 Feeling valued and appreciated
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28. Marketing as
Community Building
@dandunlop
Community Building
 Fundamental Change:
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29. Environments/Communities
 Blogs
 Social networking platforms: Facebook,
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Pinterest, etc.
 True online communities (Inspire, Everyday
Health, etc.)
 Inspire.com: 5 million+ blog posts by members
(working with Stanford Medicine)
 Your website! What kind of environment have
you created? The low hanging fruit.

30. A New Role for
Communicators: Creating
Environments for Healing
& Sharing, and
Patient/Consumer
Storytelling
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31. Health Consumers Telling Their
Own Stories & Wanting to Share
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35. Online Patient Support Communities
 “The proliferation of Web forums and
discussion boards and medical blogs all
speak to our inherent desire to seek out those
like us, to affirm the symptoms and
aberrations we’ve finally found a name for, to
assimilate into a community when we’ve felt
isolated from the larger world of the healthy
for so long.”
Life Disrupted: Getting Real About Chronic Illness In
Your Twenties and Thirties, by Laurie Edwards
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40. Twitter Chats as Communities
(#HCSM, #BCSM, #HCLDR)
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41. Community Building on Twitter
 Approach Twitter with a spirit of
generosity!
 It’s not what you generate; it’s what you
share that matters.
 It’s how you thank and acknowledge
people
 It’s about being gracious and thoughtful
 It’s about reciprocating
 It’s about being kind and thoughtful
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42. The Twitter Chat
 Who here uses Twitter?
 You build communities of shared
interest around #hashtags
 #pelvichealth
 Follow streams of conversation sorted
by your area of interest
 Same courtesies exist; rules of
community
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43. The Twitter Chat
 Community building behaviors
 Acknowledge/greet people
 Retweet and favorite Tweets you find
meaningful
 Engage in small talk
 Listen (you’re not just there to talk)
 Share your own insights
 It is okay to be a lurker
 Always thank your host(s)
 Don’t change someone’s Tweet when
Retweeting
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44. The Twitter Chat
 Some established Twitter Chats:
 #RheumRheumatoid Arthritis
 #PPDchatPost Partum Depression
 #AlzChatalzheimers, caregiving, Dementia
 #ibdchat inflammatory bowel disease
 #LCSMCancer, Cancer Tag Ontology, Lung
Cancer, Lung Cancer Social Media
 #BrainTumorThursdayBrain Cancer, Brain
Tumor, Brain Tumour
 #SpoonieChatArthritis, AutoImmune,
Fibromyalgia, Lupus, mental health, Migraine
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45. #BCSM Twitter Chat
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47. #HCLDR Twitter Chat
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48. Creating a Storytelling
Environment on Facebook
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49. You’re Hosting a Dinner Party
@dandunlop
 The same principles apply:
 Who do you invite? (People who will get along
and have commonalities to discuss)
 You welcome all guests and make introductions
 You are gracious and vigilant
 You facilitate conversation – connect people
 You work to involve everyone in the conversation
 You fill awkward silence with new topics
 You thank them for coming
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50. Facebook Tip #1
 Segment.
Create Niche
Communities.
You can use private
groups on Facebook
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51. Facebook Tip #2
 “Likes” don’t constitute
engagement
Likes feel good
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52. Facebook Tip #3
 Model Community Behavior
Model Conversation
Model Courtesy
Model Responsiveness
Model Sharing
Welcome Visitors
 Thank People for Comments
 Ask Follow-up Questions
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53. Facebook Tip #4
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 Listen

54. Facebook Tip #5
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 Respond

55. Facebook Tip #6
 Ask Questions; Invite
Discussion
This is particularly
important when responding
to contributors
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56. Keys to Building a Sharing
Environment on Facebook
 Segmentation!
 You need to “feed” the conversation
 Profile clinicians – always generates
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comments
 Encourage discussion and sharing
 Ask for opinions and photos
 Respond to comments and questions publicly
 Enrich the brand experience with photos and
videos

57. This is Every Hospital
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58. Their Facebook Page: Not
About Pelvic Health
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59. Blogs: Platforms for Storytelling
& Citizen Journalism
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60. @dandunlop
Moms Matter
Blogs

61. 3,000+ Blogs; 55 million
readers
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62. SignatureMoms.com
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63. http://signaturemoms.com/
@dandunlop

64. Don’t Underestimate the
Power of the Mundane
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65. Don’t Underestimate the
Power of the Mundane
 9,442 views in 2013
 16,518 views to date in 2014
 26,000+ total views
 Key words use in search:
 fixing clogged toilet, stopped up toilet
 how to unblock a toilet with poop
 blocked toilet poop, toilet bowl clogged
 how to unclog big poop
 clog poop
@dandunlop

66. Signature Moms Blog
@dandunlop
 8 bloggers from the
community
 64,234 visits in 2013
 Surpassed 198,000
total visits!
 2,600+ subscribers
 600+ comments

67. Using Video to Provide
Value for the Consumer
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 Human
 Great for storytelling
 Provide value

68. Replace this with Video
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70. Compilation Video
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71. Meet Tutasi Waters, MD
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72. Meet Michael Dern, MD
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73. Video Content Leveraged
@dandunlop
 Numerous platforms:
 Microsite
 YouTube
 Facebook
 Google+
 Vimeo
 Cross promotion on Pinterest and
Twitter.

74. Contact Information
@dandunlop
Dan Dunlop, Principal
Jennings
Email: ddunlop@jenningsco.com
Twitter: @dandunlop
Linkedin: www.linkedin.com/in/dandunlop/
Blog:
www.TheHealthcareMarketer.Wordpress.com