The document discusses developing a strategic social media marketing plan for healthcare organizations. It recommends a 12-step process: 1) participate in social media; 2) assess organizational culture; 3) define audiences and stakeholders; 4) set objectives and goals; 5) determine desired outcomes; 6) select appropriate channels; 7) integrate with other marketing; 8) allocate resources; 9) measure metrics; 10) monitor conversations; 11) establish policies; 12) repurpose content. It provides examples of using social media for brand advocacy, crisis communication, and engaging patients. Key is to start participation, have a plan, and repurpose content across multiple channels.

1. Demystifying Social Media and Making It Relevant to Healthcare Marketing

2. Social Media Experts? Social Media Authorities? This is a moving target and we’re all working to catch up How About Social Media Evangelists?

3. How I Got Started?

4. Why Is Social Media Relevant? Marketing is being redefined Moving from monologue to dialogue Conversations are happening without us Engagement is what we’re after This is a gift Your absence is conspicuous The quality of information being shared is suspect

5. A Curse and a Blessing Truly a gift to marketers This is real world - good and bad Hive Marketing - brand evangelists Motivate and activate brand advocates - grateful patients Turn them into citizen journalists; more credible A tool with numerous applications

6. Who’s using social media? Two out of every three Web users 10% of all Internet usage Time spent on social sites growing three times as fast as general Internet usage 35-49 year olds are Facebook’s fastest growing demo and makeup one-third of the audience In 2008 Facebook added twice as many 50-60 year olds (14 million) as 18 year olds

7. Online Patient Communities PatientsLikeMe.com Medhelp.org DailyStrength.org Organizedwisdom.com Everydayhealth.com Revolutionhealth.com ACOR.org HealthAngle.com Article yesterday in The Washington Post

9. A Curse? Andrew Keen - “The Anti-Christ of Silicon Valley” “ The Cult of the Amateur” Distrusts the wisdom of the crowd The demise of the expert Loss of authoritative sources The Great Seduction: http://andrewkeen.typepad.com

10. Kerry - Cancer Patient Essiac Tea - Alternative treatment for cancer Lots of chatter on cancer patient online communities National Cancer Institute studies showed that it actually promotes tumor growth

11. Why Social Media for Healthcare? Today, your reputation lives online. Shouldn’t you be part of the conversation? That’s where you’ll find your patients and employees.

12. Why Social Media for Healthcare? Consumer-driven healthcare More skin in the game Unprecedented access to information Changing patient and consumer expectations Expectation of participation in care

13. Why Social Media for Healthcare? New channels to voice displeasure - or pleasure To manage your brand, you need to know what’s being said Social media word-of-mouth has greater credibility and authenticity Old school marketing has less credibility

14. What I See Happening Today Haphazard development of social media The rush to social media (ebennett.org) 391 hospitals using social media 194 YouTube channels 203 Facebook pages 284 Twitter Accounts 44 Blogs

15. Our Mantra: Be Strategic The social web offers another set of tools in your tool box Integration is key Look before you leap Program: flexible and dynamic, but not haphazard

16. Our Approach Step 1 -Strategic planning Definition of audiences Determination of social channels to be used Step 2 - Channel creation Building branded pages Step 3 - Content creation and monitoring Weekly content calendars Weekly key stat measurement

17. Social Media Marketing Plan Mark Shelley and Dan Dunlop, “Developing a Social Media Marketing Plan,” Healthcare Marketing Advisor , August 2009

18. Developing a Social Media Marketing Plan Step #1 - Participate It will be difficult to develop a plan, and sell the value of a plan, if you aren’t engaged in the medium

19. Developing a Social Media Marketing Plan Step #2 - Culture Preparedness Assess you organization’s appetite for social media. Risk averse? Fear in the C-suite? Then begin bringing them along. They’ll appreciate a strategy!

20. Developing a Social Media Marketing Plan Step #3 - Define Audience and Stakeholders How do they use social media?

21. Developing a Social Media Marketing Plan Step #4 - Objectives & Goals What are you trying to achieve? It may vary by audience. Grateful patients, board members, employees, influentials, referring physicians, media…

22. Developing a Social Media Marketing Plan Step #5 - Desired Outcomes What does success look like? Increase in brand awareness or preference, enhance search engine rankings, web traffic, engagement, patient volumes, brand positioning?

23. Developing a Social Media Marketing Plan Step #6 - Channel Selection Don’t try to do everything. Be strategic in resource allocation. What channels allow you to achieve your objectives?

24. Developing a Social Media Marketing Plan Step #7 - Integration How will you integrate the program with your other Marcom efforts? Don’t forget PR and internal communication. Also, recruitment marketing.

25. Developing a Social Media Marketing Plan Step #8 - Plan Resource Allocation Avoid social media burnout before it occurs. Design a sustainable program. Learn to repurpose content!

26. Step #8 - Plan Resource Allocation It is not always about volume of posts or tweets. (Socialoomph.com)

27. Repurposing Content Press release on PRLog Use share function Post on Twitter and Facebook with one click (del.icio.us, digg, stumbleupon, newsvine, squidoo) Distribute via LinkedIn Groups as “news” or “discussion” using PRLog small URL

28. http://www.prlog.org/

32. http://www.linkedin.com

33. LinkedIn Groups: http://www.linkedin.com/home?myGroups=&trk=hb_side_grps

34. Healthcare Marketing LinkedIn Groups http://www.linkedin.com/home?myGroups=&trk=hb_side_grps

37. Pitch Engine - Free Service

38. Same Process Repurposing Video Post to your website YouTube & ICYou.com Facebook Group Your blog Post link on LinkedIn Groups Use VodPod to capture news videos Etc.

39. Developing a Social Media Marketing Plan Step #9 - Measure Develop metrics: Google Analytics, technorati blog rankings, followers, friend counts, fans, engagement, etc. Also measure your activity: posts, tweets, etc.

40. Content Creation/Measurement

41. Developing a Social Media Marketing Plan Step #10 - Monitor Track conversations happening online. Socialmention.com, Filtrbox, MonitorThis, etc. Google Alerts at a minimum. Have a process for this.

42. Step #10 – Monitoring Resources BlogPulse BackType Alerts TweetBeep BoardTracker Social Mention Facebook Lexicon MonitorThis Filtrbox Meltwater News Google Alerts Yahoo Alerts Socialoomph

43. Developing a Social Media Marketing Plan Step #11 – Policy Employee social media policy. Check out Mayo Clinic’s policies online at http://sharing.mayoclinic.org/guidelines/for-mayo-clinic-employees/ Chris Boudreaux online database of organizations’ policies: http://socialmediagovernance.com/policies. php

44. Developing a Social Media Marketing Plan Step #11 - Policy Also need a policy for physician and physician group activities on social media platforms

45. Putting Social Media to Work Crisis Communication - Build up online communities in anticipation of the need to inform and activate brand advocates Brand Advocacy/Positive Buzz - Funnel quality information about your brand to constituents (hive marketing); this includes internal audiences

46. Putting Social Media to Work Communicate Key Messages Quality and Patient Safety Patient- and Family-Centered Care Etc. Elicit feedback from the market place Provide access to quality health info Educate and build preference for services Meet consumer expectations Humanize your institution

47. Case Study: LMC & The State Newspaper

48. Case Study: LMC & The State Newspaper

49. Case Study: LMC & The State Newspaper

50. Case Study: Tufts & BCBS of Massachusetts

51. Case Study: Tufts & BCBS of Massachusetts

52. Case Study: Tufts & BCBS of Massachusetts

53. Case Study: Tufts & BCBS of Massachusetts

54. Case Study: Tufts & BCBS of Massachusetts

55. Case Study: Tufts & BCBS of Massachusetts Wall Street Journal Health Blog

56. A Few of My Favorite Things:

57. ICYou Video - http://tinyurl.com/6pcmyd The YouTube of Healthcare

58. Flip Video Size of a cell phone Great for recording docs USB jack - immediate download to computer Upload videos to YouTube, ICYou Video, Facebook and your blog Record press conferences Hospital events

59. Twitter Groups (twittgroups.com) http://twittgroups.com/group/hcmktg

60. HootSuite.com

61. TinyURL.com

62. http://www.ning.com

63. http://www.wordpress.com

64. http://www.blogger.com

65. Online PR Tools PRLog - http://www.prlog.org EPR-Network FreshNews Pitch Engine Twitter Linkedin Flickr - Photo Sharing

66. Some Common Concerns

67. “What If Someone Says Something Bad?” They’re going to speak out whether you provide a forum or not Wouldn’t you rather know what’s being said? Most likely, five people will jump in and say something good Difference between a brand detractor and an unhappy customer

68. “It Will take Too Much Time.” A partial truth Be strategic in your use of social media Repurpose content: Website Blog Facebook TweetLater (www.socialoomph.com), pre-date blog posts

69. “It’s Too Compicated and Only for Tech-Savvy People.” If I can do it, anyone can do it Start by getting involved Join Facebook if you’re not already there Get a feel for social media Start a blog but don’t make it public; live with it for a while

70. Social Media Resouces Burrelles Luce - Free on-demand webinars on social media: “Adding Twitter to your strategic PR toolbox” White Papers everywhere - Vocus, Nielsen, McKinsey Quarterly, Burrelles Luce, Deloitte

71. Social Media Resouces Center for Media Research - Free research briefs on social media. www.mediapost.com Healthleaders Media - Free eNewsletters and online content www.Ragan.com - Daily headlines PublicityInsider.com - Free webinars Business Wire - Free webinar series Vocus - Free webinars

72. Good Reading Groundswell , Charlene Li & Josh Bernoff Join the Conversation , Joseph Jaffe Social Media is a Cocktail Party , Jim Tobin and Lisa Braziel PR 2.0 , Deirdre Breakenridge The New Rules of Marketing & PR , David Meerman Scott

73. Summary: A Few Sins of Social Media Haste - Don’t start without a plan Fear - You can’t be afraid to lose control Apathy - Don’t stick your head I the sand; especially at the C-suite level Sloth - Content must be updated Gluttony - Don’t take on too much too fast

74. Website: Email: Twitter: Phone: 919-929-0225 Dan Dunlop, President Jennings http://healthcaremarketing.ning.com http://thehealthcaremarketer.wordpress.com www.jenningsco.com [email_address] @dandunlop