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Healthcare and Social Media: 2009 Trends & Strategy  03/11/2009 Scott Meis | Sr. Project  & Social Media Director
Carolyn Grisko & Associates Inc. Chicago-based strategic communications firm working with a variety of corporate, government and nonprofit clients. www.grisko.com Healthcare and Social Media
The Big Shift Healthcare and Social Media
Social Media Defined Communications using online technologies to share opinions, insights, experiences and perspectives with each other. Healthcare and Social Media
Popular Types of Healthcare Social Media Blogs  – DiabetesMine ,  HealthMatters ,  WebMD ,  NYT HealthBlog  Microblogs  –  Livestrong ,  Stupid Cancer Social Networking  –  OrganizedWisdom ,  PatientsLikeMe ,  DailyStrength ,  NursesRecommendDoctors Podcasts  –  Johns Hopkins Medical Podcasts ,  Mayo Clinic Social Sharing  –  Flickr ,  YouTube ,  ICYou Forums  –  Revolution Health Groups ,  Google Health Groups Healthcare and Social Media
How America Searches Health Information 36%  want to see what other consumers say about medication or treatment 34%  using social media,  46%  using health portals,  67%  using search engines 21%  using Wikipedia Healthcare and Social Media
Why Consumers Are Attracted to Social Media People trust “a person like me” more than authority figures from business, government and media Seeking ongoing dialogue, not one-way advertisement Trust, transparency, openness, honesty  Healthcare and Social Media
Current Trends 41%  of users read blogs 70%  of users watch online video Over  175 million  users on Facebook Over  6 million  users on Twitter Share! Connect! Comment! Engage! Healthcare and Social Media
The BIG Question Should My Organization  Be Using Social Media?  Healthcare and Social Media
Start By Listening Get Busy Monitoring! Google Alerts  Google Reader WhosTalkin  ,  Twitter Search ,  Technorati Healthcare and Social Media
Choose Your Audience Internal Communications? External? Patients? General Public? Research! Social Technographics Profile Establishing Your Social Media Network
Set Your Objectives Increase public reach of message, proactive media relations? Increase patient traffic, reputation? Drive traffic to Website? Develop new avenue for patient care?  MOST IMPORTANT …  Make your message resonate! Establishing Your Social Media Network
Define Your Strategy Set a timeline and focus on reasonable, practical goals Be consistent Analyze, measure and assess frequently ADAPT! Healthcare and Social Media
Choose Your Tools Is your target audience already talking to one another? Focus on building long-term relationships Remember: - People meet in different online spaces - They comment, share and influence - They want to tell  THEIR  story – let them Healthcare and Social Media
Sample Social Media Platform Healthcare and Social Media Your Website
Measurement & Results Embedded analytics on tool sites Example:  YouTube Insight New patients? Website analytics ( Google analytics )? Video views & subscribers? Expanded network? Quality blog comments & subscribers? Google search rankings? Healthcare and Social Media
With or Without You . . . ...the conversations are going to take place. Are you going to engage and embrace? Smartly save time, money, staff in connecting with patients to build lasting relationships? Healthcare and Social Media
What It Will Take Do you have top level and employee buy-in? PR/Marketing staff member that can commit to being a Social Media Manager? Commitment and desire to engage? At least 1-2 hours to devote each day? Small content creation budget? Time and patience – it  WILL NOT  happen overnight Healthcare and Social Media
What It Will Take -  Graph from Beth Kanter Healthcare and Social Media
The Big Takeaway 10  Steps to Get Going  TODAY  Sign up for  Google Alerts  or  Google Reader , add news and blog  RSS feeds Assess your needs and purpose for social media  Narrow your target audience and plan tie-in with current or future outreach initiative Healthcare and Social Media
The Big Takeaway 10  Steps to Get Going  TODAY  4.  Find  3 professional blogs, 3 personal interest blogs and follow regularly, comment  5. Start a  Facebook  profile – set up a practice group, page and cause 6. Start a private blog on  Wordpress  and practice! Healthcare and Social Media
The Big Takeaway 10  Steps to Get Going  TODAY  7. Join  Twitter  and  Flickr , try it out! 8. Join  YouTube’s Nonprofit program , search and comment on videos you like, try purchasing a  Flip camera 9.  Protect your brand , soak up  username URLs Healthcare and Social Media
The Big BIG Takeaway 10  Steps to Get Going  TODAY  10. Get going! Be patient and stay active. Healthcare and Social Media
Case Study – Mayo Clinic Online Newsroom Podcasts and Blogs  YouTube Channel ,  Facebook Page Sharing Mayo Clinic Healthcare and Social Media
Questions & Comments Scott Meis [email_address] 312-335-0100  www.grisko.com Suggested Reading: Blogs –  Beth’s Blog ,  SMUG ,  Social Media Snippets ,  Groundswell Healthcare and Social Media

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Healthcare & Social Media: 2009 Trends & Strategy

  • 1. Healthcare and Social Media: 2009 Trends & Strategy 03/11/2009 Scott Meis | Sr. Project & Social Media Director
  • 2. Carolyn Grisko & Associates Inc. Chicago-based strategic communications firm working with a variety of corporate, government and nonprofit clients. www.grisko.com Healthcare and Social Media
  • 3. The Big Shift Healthcare and Social Media
  • 4. Social Media Defined Communications using online technologies to share opinions, insights, experiences and perspectives with each other. Healthcare and Social Media
  • 5. Popular Types of Healthcare Social Media Blogs – DiabetesMine , HealthMatters , WebMD , NYT HealthBlog Microblogs – Livestrong , Stupid Cancer Social Networking – OrganizedWisdom , PatientsLikeMe , DailyStrength , NursesRecommendDoctors Podcasts – Johns Hopkins Medical Podcasts , Mayo Clinic Social Sharing – Flickr , YouTube , ICYou Forums – Revolution Health Groups , Google Health Groups Healthcare and Social Media
  • 6. How America Searches Health Information 36% want to see what other consumers say about medication or treatment 34% using social media, 46% using health portals, 67% using search engines 21% using Wikipedia Healthcare and Social Media
  • 7. Why Consumers Are Attracted to Social Media People trust “a person like me” more than authority figures from business, government and media Seeking ongoing dialogue, not one-way advertisement Trust, transparency, openness, honesty Healthcare and Social Media
  • 8. Current Trends 41% of users read blogs 70% of users watch online video Over 175 million users on Facebook Over 6 million users on Twitter Share! Connect! Comment! Engage! Healthcare and Social Media
  • 9. The BIG Question Should My Organization Be Using Social Media? Healthcare and Social Media
  • 10. Start By Listening Get Busy Monitoring! Google Alerts Google Reader WhosTalkin , Twitter Search , Technorati Healthcare and Social Media
  • 11. Choose Your Audience Internal Communications? External? Patients? General Public? Research! Social Technographics Profile Establishing Your Social Media Network
  • 12. Set Your Objectives Increase public reach of message, proactive media relations? Increase patient traffic, reputation? Drive traffic to Website? Develop new avenue for patient care? MOST IMPORTANT … Make your message resonate! Establishing Your Social Media Network
  • 13. Define Your Strategy Set a timeline and focus on reasonable, practical goals Be consistent Analyze, measure and assess frequently ADAPT! Healthcare and Social Media
  • 14. Choose Your Tools Is your target audience already talking to one another? Focus on building long-term relationships Remember: - People meet in different online spaces - They comment, share and influence - They want to tell THEIR story – let them Healthcare and Social Media
  • 15. Sample Social Media Platform Healthcare and Social Media Your Website
  • 16. Measurement & Results Embedded analytics on tool sites Example: YouTube Insight New patients? Website analytics ( Google analytics )? Video views & subscribers? Expanded network? Quality blog comments & subscribers? Google search rankings? Healthcare and Social Media
  • 17. With or Without You . . . ...the conversations are going to take place. Are you going to engage and embrace? Smartly save time, money, staff in connecting with patients to build lasting relationships? Healthcare and Social Media
  • 18. What It Will Take Do you have top level and employee buy-in? PR/Marketing staff member that can commit to being a Social Media Manager? Commitment and desire to engage? At least 1-2 hours to devote each day? Small content creation budget? Time and patience – it WILL NOT happen overnight Healthcare and Social Media
  • 19. What It Will Take - Graph from Beth Kanter Healthcare and Social Media
  • 20. The Big Takeaway 10 Steps to Get Going TODAY Sign up for Google Alerts or Google Reader , add news and blog RSS feeds Assess your needs and purpose for social media Narrow your target audience and plan tie-in with current or future outreach initiative Healthcare and Social Media
  • 21. The Big Takeaway 10 Steps to Get Going TODAY 4. Find 3 professional blogs, 3 personal interest blogs and follow regularly, comment 5. Start a Facebook profile – set up a practice group, page and cause 6. Start a private blog on Wordpress and practice! Healthcare and Social Media
  • 22. The Big Takeaway 10 Steps to Get Going TODAY 7. Join Twitter and Flickr , try it out! 8. Join YouTube’s Nonprofit program , search and comment on videos you like, try purchasing a Flip camera 9. Protect your brand , soak up username URLs Healthcare and Social Media
  • 23. The Big BIG Takeaway 10 Steps to Get Going TODAY 10. Get going! Be patient and stay active. Healthcare and Social Media
  • 24. Case Study – Mayo Clinic Online Newsroom Podcasts and Blogs YouTube Channel , Facebook Page Sharing Mayo Clinic Healthcare and Social Media
  • 25. Questions & Comments Scott Meis [email_address] 312-335-0100 www.grisko.com Suggested Reading: Blogs – Beth’s Blog , SMUG , Social Media Snippets , Groundswell Healthcare and Social Media