Healthcare Marketing Reform:
Moving from Marketing to
Community Building
Presentation by Dan Dunlop
Real Simple &Huffington
Post: 3,583 Women
Real Simple
Poll
Real Simple
Poll
Real Simple
Poll
The Connected Consumer
 Broadcast era is over
 Can‟t simply buy people‟s attention
 The consumer controls:
 What they ...
Real Simple
Real
Poll

Simple
&Huffington Post:
Marketing as Community Building
 New reality: population health management
 Need for healthcare marketing reform
 Movin...
What Does Value Look Like?








Entertainment
Information resource
Sense of belonging
Opportunity for self-expre...
The Role of Community
“As long as women feel safe in a
community, they will feel free to express
their personal viewpoints...
Elements of Community









Reciprocity
Shared values or interests
Commonality
Listening – We want to be heard
...
Environments/Communities
 Blogs
 Social networking platforms: Facebook,
Pinterest, etc.
 True online communities (Inspi...
Community allows you to learn from
your constituents; these are
listening and learning platforms.
A New Role for
Marketers: Creating
Environments for
Healing & Sharing
Community Building

Marketing as
Community Building

 Fundamental Change:

15
Hive Marketing
Social Media and Market
Segmentation
Facebook& “Community”
Keys to Building Community
on Facebook
 Segmentation!
 You need to “feed” the conversation
 Profile clinicians – always...
This is Every Hospital

19
Their Facebook Page: Not
About Pelvic Health
Blogs for
Community Building
3,000+ Blogs;
55 million readers
SignatureMoms.com
Signature Moms Blog
 8 bloggers from the
community
 42,000 visits in 2012
 64,234 visits in 2013
 Surpassed 149,000
to...
Visits To Date
Every Woman Blog
 Lexington Medical
Center, West
Columbia, SC
 8 bloggers from the
community
 27,000 visits in 2012
 4...
El Camino Hospital
Pelvic Health
Online Patient Support
Communities
Online Patient Support Communities
 “The proliferation of Web forums and
discussion boards and medical blogs all
speak to...
Online Patient Support Communities
 “When I was finally diagnosed, it was very important to
me to find other people with ...
Online Communities
for Women
Health is a constant topic of
conversation.
Twitter Chats as Communities
(#HCSM, #BCSM, #HCLDR)
#HCLDR Twitter Chat
#BCSM Twitter Chat
Your Website as an
Environment that Invites
Community & Engagement
Using Video to Provide
Value for the Consumer
Meet Michele Finkle, MD
Meet Jan Paradise, MD
Creating Your Own
Community
 Private Facebook
Groups
 Ning
 Start your own
group on a platform
like Inspire.com
 Micro...
My Ning Community
Marketing Your Community
 First, manage expectations. Slow growth is
normal.
 Tools for cross promoting your community:
...
Community Lifecycle
 Inception
 Invite members to join
 Help to initiate and sustain discussions
 Encourage habit of v...
Community Lifecycle
 Maturity





Provide focus and direction
Promote the community within its sector
Set growth and...
Remember the Hive
 Attract people with shared interests
 Make them feel welcome
 Encourage them to tell their stories a...
Gladly Accepting New Clients!
Dan Dunlop, Principal
Jennings
Email: ddunlop@jenningsco.com
Twitter: @dandunlop
Linkedin: w...
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
Online Community Building in Healthcare - NESHCo Webinar
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Online Community Building in Healthcare - NESHCo Webinar

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These are the slide from Dan Dunlop's webinar for the New England Society of Healthcare Communications. The webinar was held on February 27, 2014.

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Online Community Building in Healthcare - NESHCo Webinar

  1. 1. Healthcare Marketing Reform: Moving from Marketing to Community Building Presentation by Dan Dunlop
  2. 2. Real Simple &Huffington Post: 3,583 Women
  3. 3. Real Simple Poll
  4. 4. Real Simple Poll
  5. 5. Real Simple Poll
  6. 6. The Connected Consumer  Broadcast era is over  Can‟t simply buy people‟s attention  The consumer controls:  What they view  When they view it  And how they view it (what screen)  Community building is an ideal way to take advantage of this trend  Helps brands connect with their audiences in a more human manner
  7. 7. Real Simple Real Poll Simple &Huffington Post:
  8. 8. Marketing as Community Building  New reality: population health management  Need for healthcare marketing reform  Moving from marketing “to” women (and families) to marketing “with” women  Making an investment in community  Deepening engagement with your brand  Must feel authentic  Provide value via the relationship  How do you enrich her life?  Sense of community - belonging
  9. 9. What Does Value Look Like?        Entertainment 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
  10. 10. The Role of Community “As long as women feel safe in a community, they will feel free to express their personal viewpoints which adds authenticity and attracts other women „like them‟, increasing a community‟s value,” Toby Bloomberg, Founder of the Diva Marketing Blog and recognized by Forbes as a top social media blogger. 10
  11. 11. 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
  12. 12. Environments/Communities  Blogs  Social networking platforms: Facebook, 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.
  13. 13. Community allows you to learn from your constituents; these are listening and learning platforms.
  14. 14. A New Role for Marketers: Creating Environments for Healing & Sharing
  15. 15. Community Building Marketing as Community Building  Fundamental Change: 15
  16. 16. Hive Marketing Social Media and Market Segmentation
  17. 17. Facebook& “Community”
  18. 18. Keys to Building Community on Facebook  Segmentation!  You need to “feed” the conversation  Profile clinicians – always generates comments  Encourage discussion and sharing  Ask for opinions and photos  Respond to comments and questions publicly  Enrich the brand experience with photos and videos
  19. 19. This is Every Hospital 19
  20. 20. Their Facebook Page: Not About Pelvic Health
  21. 21. Blogs for Community Building
  22. 22. 3,000+ Blogs; 55 million readers
  23. 23. SignatureMoms.com
  24. 24. Signature Moms Blog  8 bloggers from the community  42,000 visits in 2012  64,234 visits in 2013  Surpassed 149,000 total visits!  2,500+ subscribers  600+ comments
  25. 25. Visits To Date
  26. 26. Every Woman Blog  Lexington Medical Center, West Columbia, SC  8 bloggers from the community  27,000 visits in 2012  44,695 in 2013  700+ comments
  27. 27. El Camino Hospital Pelvic Health
  28. 28. Online Patient Support Communities
  29. 29. 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
  30. 30. Online Patient Support Communities  “When I was finally diagnosed, it was very important to me to find other people with my problems. Determined to find a community; however remote or far-flung it was, I scoured the Internet looking for PCD and bronchiectasis Web rings and Internet groups. I read all the discussion forums threads in earnest, and even posted now and again. Story after story dealt with misdiagnosis, and our narratives included many of the same details. This is like reading my life story, I thought over and over…” Life Disrupted: Getting Real About Chronic Illness In Your Twenties and Thirties, by Laurie Edwards
  31. 31. Online Communities for Women Health is a constant topic of conversation.
  32. 32. Twitter Chats as Communities (#HCSM, #BCSM, #HCLDR)
  33. 33. #HCLDR Twitter Chat
  34. 34. #BCSM Twitter Chat
  35. 35. Your Website as an Environment that Invites Community & Engagement
  36. 36. Using Video to Provide Value for the Consumer
  37. 37. Meet Michele Finkle, MD
  38. 38. Meet Jan Paradise, MD
  39. 39. Creating Your Own Community  Private Facebook Groups  Ning  Start your own group on a platform like Inspire.com  Microsoft‟s SharePoint 62
  40. 40. My Ning Community
  41. 41. Marketing Your Community  First, manage expectations. Slow growth is normal.  Tools for cross promoting your community:  Website  Social media platforms  Signage within your facility!  Handouts for patients  QR codes in your exam rooms.  Don‟t rule out traditional tools: print ads, posters
  42. 42. Community Lifecycle  Inception  Invite members to join  Help to initiate and sustain discussions  Encourage habit of visiting the site frequently to keep up with conversations  Invest time in building relationships with members  Establishment      Supply regular stream of content Facilitate conversation Organize events and interaction Resolve conflict Community-building tactics Source: FeverBee 65
  43. 43. Community Lifecycle  Maturity     Provide focus and direction Promote the community within its sector Set growth and retention goals Set ongoing goals and visions for the community  Self-Sustaining  If the audience is large enough, begin investigating the establishment of sub-groups  Train leaders of sub-groups  Promote and support sub-groups Source: FeverBee 66
  44. 44. Remember the Hive  Attract people with shared interests  Make them feel welcome  Encourage them to tell their stories and interact  Feed their interest with good information  Position your organization as a resource with a shared passion for the subject  Let them become your ambassadors, telling your story and inviting others to the hive. 67
  45. 45. Gladly Accepting New Clients! Dan Dunlop, Principal Jennings Email: ddunlop@jenningsco.com Twitter: @dandunlop Linkedin: www.linkedin.com/in/dandunlop/ Blog: www.TheHealthcareMarketer.Wordpress.com

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