I enjoyed Joe’s presentation:
His focus on patient engagement.
We need engaged patients.
How do we get there?
Need to change their thinking and behavior.
If your practice embraces the online
world, your patients are more likely to do
• Engagement is ongoing.
• Social networks are how we connect
• Communities of interest are why we
Why Social Media?
Why Is Social Media Important?
Marketing has been redefined
Moving from professional story tellers to conversation
managers and facilitators
Marketing is now a dialogue, not a monologue
Engagement is what we’re after; required in today’s
It is your reputation that’s on the line
Being absent from social media is conspicuous
The conversations are happening with or without
The quality of info being shared is suspect, so we have
an obligation to get involved
It is highly measurable!
Why Social Media?
Dr. Howard Luks’ List?
Control your message
“Empower” consumers and healthcare professionals
• Perhaps even kindle the fire to help fix our ailing
• Derive a tangible ROI and significant Social ROI for
Key to Success
Learn to Enjoy Online Profile Building
Key to Success
Isn’t Word-of-Mouth the best
advertising? Today’s word-of-mouth:
Marketing & Moms
Market “with” rather than market “to”
Engage and allow for conversation
Communicate shared values
Must feel authentic
Provide value via the relationship
– How do you enrich her life?
– Sense of community - belonging
Four Doctors Who Do This Well:
• Dr. Natasha Burgert - http://kckidsdoc.com
• The Boogor Doctor – Dr. Russell Faust http://www.boogordoctor.com
• Dr. Wendy Sue Swanson – Seattle Mama Doc
• Dr. Howard Luks http://www.howardluksmd.com
Dr. Luks – 17% of new patients come
through social media; More than
50% visit his website before the 1st
• “Patients who discover me via social media
and my Web site tend to arrive far better
prepared and informed. They’re also more
comfortable with me, thanks to watching my
videos. All this makes my time with them
more productive and more efficient.”
Create a Plan
Draft a Simple Plan:
Organizational readiness? Appetite for SM.
Who are you trying to reach?
What are your goals and objectives?
How will you determine success?
What platforms does your audience use?
Start by being a voyeur. Listen and learn.
Integrate messaging with other communications.
Measure and monitor.
Avoid burnout. Take it in bite sized pieces.
Monitoring your practice brand:
• How many of you have Google Alerts set up
with your practice name as the search term?
• “Physician name” + “your organization”
• “Physician name” (variations)
• Search periodically with different search
engines: try Bing
• You must be vigilant
The Basic Digital Footprint:
Do a little, and do it well.
• Google+ page (no daily maintenance)
• LinkedIn Company Page (no daily
• Facebook page (daily maintenance)
• YouTube Channel
• Pay-per-click: Google, Facebook, Everyday
Create a community environment:
• Encourage discussion and sharing
• Ask for opinions and photos
• You want patients to use this as a word-ofmouth platform
• Great listening platform!
• Enrich the brand experience with photos and
• Cross promote other SM platforms
• Populate page with good content about your
practice including photos and videos
• Build Circles –
Friends, Colleagues, Healthcare
Professionals, Patients, etc.
• Use the Google+ button to quickly post
content. No effort required.
• Let people know how to connect with you
via other platforms: LinkedIn, Twitter, etc.
• Brand your channel: Upload channel art
(header image) and a channel icon (logo)
• Populate with informative videos
• Tag every video; include geographic tags
• Set up playlists
• Review analytics
Third Party Application to Manage
Your Social Media Presence
• Hootsuite and Sprout Social are two of my
• Post your content in advance and have
• Great analytics
• Focused streams of content
• Track mentions
Power of Video
• Why Video?
– Human connection
– Makes patients more comfortable
– Educates patients
– Search! (Be sure to add Geo Tags)
• Leverage your videos:
– Google+, Facebook, YouTube, Pinterest, your
Power of Video
Check out these facts:
• The chances of getting a page one listing on
Google increase 53 times with video
• In the US, 1.6 billion videos are watched each
day by 82 million people
• Online video reaches more than 85% of U.S.
Internet users each month
• One in three people watch videos on health
• Video results appeared in almost 70% of the
top 100 search listings on Google in 2012
How many of you use Twitter?
I was slow to adopt it.
The key is to follow industry hashtags.
Hashtags? #hcmktg #hcsm #aco #pcmh
Start by setting up a practice account.
Follow some industry thought leaders.
Follow people at peer organizations.
Do What You Can & Have Fun
• Monitor your practice’s online profile:
Google Alerts, etc.
• Update your practice’s LinkedIn Profile
• Create a Google+ page
• Start and/or manage your practice FB page
• Start a YouTube channel
• Get your clinicians on video!
• Dan Dunlop, Jennings
– Twitter: @dandunlop & @JenningsHealth
– Linkedin: http://www.linkedin.com/in/dandunlop
– Blog: http://thehealthcaremarketer.wordpress.com