This document discusses balancing digital and face-to-face outreach methods for engaging physicians. It begins with an introduction of the presenters and an overview of what will be covered. Key questions are outlined to help determine the best channels for different audiences and objectives. The document then discusses targeting communications based on generational dynamics and preferences. It emphasizes aligning outreach objectives with both organizational goals and individual physicians' interests. Metrics for success and resources for professional development in outreach are also provided.
If you have started your social media marketing, you should know what is social media ROI.
Here are some useful information that you should have in mind.
Social media is a great tool to promote your services or some products.
So, the best thing you should do is to outsource social media! In this presentation, we present the most important reasons.
2020 Oregon Wine Symposium | Creating and Managing a Successful DTC Commissio...Oregon Wine Board
A motivated, inspired sales team is the backbone of any successful DTC program. Join Hallie Whyte and Carrie Kalscheuer for the second year as they dig deeper into how to ensure that your tasting room team is selling effectively through the use of creative bonus and incentive programs as well as thoroughly discussing the newest trend in tasting rooms: tips! We’ll explore what has worked—and what hasn’t—for several winery programs in Oregon. Bring your questions and your sense of humor!
If you have started your social media marketing, you should know what is social media ROI.
Here are some useful information that you should have in mind.
Social media is a great tool to promote your services or some products.
So, the best thing you should do is to outsource social media! In this presentation, we present the most important reasons.
2020 Oregon Wine Symposium | Creating and Managing a Successful DTC Commissio...Oregon Wine Board
A motivated, inspired sales team is the backbone of any successful DTC program. Join Hallie Whyte and Carrie Kalscheuer for the second year as they dig deeper into how to ensure that your tasting room team is selling effectively through the use of creative bonus and incentive programs as well as thoroughly discussing the newest trend in tasting rooms: tips! We’ll explore what has worked—and what hasn’t—for several winery programs in Oregon. Bring your questions and your sense of humor!
This presentation looks at the consumer perspective and the small business perspective on social media marketing and what Constant Contact is doing about it.
How to Create a Social Media Road Map For Your BusinessKylie Bartlett
If you're looking for a step by step plan on how to create a social media road map for your business, here's a process to follow.
www.socialforcefive.com.au
People trust word-of-mouth recommendations over brand advertisements. And that's why influencer marketing is disrupting traditional advertising as we know it. In this white paper, you will learn what influencer marketing is and how to run influencer-driven social media campaigns.
Social media influencer marketing a framework for success - michelle goodallMichelle Goodall
Influencer Marketing can be a minefield. Apply common sense, simple framework and an understanding of the categories of influencer to your marketing, communications and digital campaigns. This presentation covers the basics of social media influencer marketing, provides a successful planning framework and highlights examples of best practice approaches in B2C and B2B.
Influencer best practice masterclass - social soupSocial Soup
Key topics we will cover in the masterclass are:
- Platforms of social influence
- Understanding the Influencer Ecosystem
- Building strategic influence programs
- Maximising and amplifying content
- Building your brand’s influence canvas
- Following industry best practice for responsible campaign execution
Social Networks: Stats, Challenges and Success Stories - Dannielle KawamotoSFIMA
Social Networks: Stats, Challenges and Success Stories
Dannielle Kawamoto, Business Development Manager, eMarketer
Marketers are increasingly convinced of the benefits of engaging with their customers on social media platforms. And users of all ages and races are rising to the occasion, interacting with brands in record numbers. But while measuring followers and Facebook “likes” provides marketers with hard numbers, no one yet knows how those numbers translate into a quantifiable return for brands. This keynote will answer the following questions:
1. How are the demographics of social network users evolving?
2. What are projected social network ad revenues through 2014?
3. How do privacy concerns impact the way Facebook interacts with its members?
4. How are marketers measuring the return on social media advertising?
5. What are some best practices that marketers should keep in mind when implementing a social media campaign?
In the ever-changing world of sales, you’ve probably seen the term ‘social selling’ floating around. Why should you do it? Here are seven statistics that should engage even the most casual of social media users.
In an age where marketing currency equals digital consumption, the content marketing game has never been more intense or competitive. And while we can’t all claim to be as viral as a scandalous Kim Kardashian photo spread, we can aim to create and curate content that speaks directly to our audience in a new and incredibly valuable way. In this crowded social landscape, your content must provide serious value to capture the customers’ attention, and must be uber-relevant to stand out among the noise. This webinar isn’t going to give you a magical content formula, but it will help you get into a mindset to design a content strategy that has the potential to “break” the hum drum normalcy of the Internet.
Join us in this webinar as our content experts discuss:
Why content is your organization’s biggest asset when it comes to earned media;
Different content styles and categories, and how your business can produce in each;
How to organize and execute a strategy, including defining your brand story, sticking to an editorial calendar, and understanding performance analytics;
And what kinds of content lead directly to organization growth (and what that even looks like).
Healthy Inspirations Traditional Marketing & FacebookJustin Tamsett
Research shows traditional marketing is proving less successful but when combined with social media we see the success increase. Learn the secrets of both traditional marketing and social media.
2011 Thump Using Social Media in your Marketing planJustin Tamsett
So you have a Facebook page, a You Tube channel, a Flickr account and sending the odd Tweet but what is the return on investment for the business? This session will share how to integrate what you are doing on-line with your marketing plan. You will walk away with the tools you need to monitor .
This presentation looks at the consumer perspective and the small business perspective on social media marketing and what Constant Contact is doing about it.
How to Create a Social Media Road Map For Your BusinessKylie Bartlett
If you're looking for a step by step plan on how to create a social media road map for your business, here's a process to follow.
www.socialforcefive.com.au
People trust word-of-mouth recommendations over brand advertisements. And that's why influencer marketing is disrupting traditional advertising as we know it. In this white paper, you will learn what influencer marketing is and how to run influencer-driven social media campaigns.
Social media influencer marketing a framework for success - michelle goodallMichelle Goodall
Influencer Marketing can be a minefield. Apply common sense, simple framework and an understanding of the categories of influencer to your marketing, communications and digital campaigns. This presentation covers the basics of social media influencer marketing, provides a successful planning framework and highlights examples of best practice approaches in B2C and B2B.
Influencer best practice masterclass - social soupSocial Soup
Key topics we will cover in the masterclass are:
- Platforms of social influence
- Understanding the Influencer Ecosystem
- Building strategic influence programs
- Maximising and amplifying content
- Building your brand’s influence canvas
- Following industry best practice for responsible campaign execution
Social Networks: Stats, Challenges and Success Stories - Dannielle KawamotoSFIMA
Social Networks: Stats, Challenges and Success Stories
Dannielle Kawamoto, Business Development Manager, eMarketer
Marketers are increasingly convinced of the benefits of engaging with their customers on social media platforms. And users of all ages and races are rising to the occasion, interacting with brands in record numbers. But while measuring followers and Facebook “likes” provides marketers with hard numbers, no one yet knows how those numbers translate into a quantifiable return for brands. This keynote will answer the following questions:
1. How are the demographics of social network users evolving?
2. What are projected social network ad revenues through 2014?
3. How do privacy concerns impact the way Facebook interacts with its members?
4. How are marketers measuring the return on social media advertising?
5. What are some best practices that marketers should keep in mind when implementing a social media campaign?
In the ever-changing world of sales, you’ve probably seen the term ‘social selling’ floating around. Why should you do it? Here are seven statistics that should engage even the most casual of social media users.
In an age where marketing currency equals digital consumption, the content marketing game has never been more intense or competitive. And while we can’t all claim to be as viral as a scandalous Kim Kardashian photo spread, we can aim to create and curate content that speaks directly to our audience in a new and incredibly valuable way. In this crowded social landscape, your content must provide serious value to capture the customers’ attention, and must be uber-relevant to stand out among the noise. This webinar isn’t going to give you a magical content formula, but it will help you get into a mindset to design a content strategy that has the potential to “break” the hum drum normalcy of the Internet.
Join us in this webinar as our content experts discuss:
Why content is your organization’s biggest asset when it comes to earned media;
Different content styles and categories, and how your business can produce in each;
How to organize and execute a strategy, including defining your brand story, sticking to an editorial calendar, and understanding performance analytics;
And what kinds of content lead directly to organization growth (and what that even looks like).
Healthy Inspirations Traditional Marketing & FacebookJustin Tamsett
Research shows traditional marketing is proving less successful but when combined with social media we see the success increase. Learn the secrets of both traditional marketing and social media.
2011 Thump Using Social Media in your Marketing planJustin Tamsett
So you have a Facebook page, a You Tube channel, a Flickr account and sending the odd Tweet but what is the return on investment for the business? This session will share how to integrate what you are doing on-line with your marketing plan. You will walk away with the tools you need to monitor .
The Corporate Social Media Summit New York 2010Nick Johnson
A complete brochure for the first Corporate Social Media Summit, held in New York in June 2010.
The brochure highlights the 30+ corporate speakers contributing (including Whole Foods, Nokia, McDonald's, Johnson & Johnson and more), and the core topics discussed over the two days (including implementing an internal strategy on social media use, controlling reputation online, and establishing social media value).
For more on the Corporate Social Media Summit series, go to http://events.usefulsocialmedia.com/conferences/
Meltwater curates a report - The Social Media ROI Playbook: Driving Growth with Social which enables brands and agencies to make sense of the data accessible through the internet
Social media recruitment marketing strategies to enhance your hiringAgile1RPO
This Social Recruitment Strategy Presentation will provide you a step by step approach to building plan and the cultural factors to think about when executing in your organization. Agile 1 continues to deploy successful social strategies for our clients and have applied this knowledge and lessons learned to this deck.
Riding the next wave of PR and social media trends in 2019Lars Voedisch
Where and how to engage your audiences: From IGTV, TicToc and stories to Dark Social
How to connect with today’s audiences: Brand experiences and values
Why it’s all about touchpoints and personas
Speed update: 2019 social media and PR trends brands can’t afford to miss
SOCIAL MEDIA TRENDS AND THE IMPACT ON HRDelphiaLLC
Organizations have steadily started to integrate social technologies in to recruitment, development and engagement practices. Using social media inside organizations will be increasingly important this year and going forward. HR departments must start creating a social media strategy, including social media practices, policies and guidelines, to leverage current communities and evaluate new ones that are bound to emerge faster than ever before. Joe shares the big picture of social media trends to help you re-tool how you source, develop and engage employees.
Participants will come to understand social media trends to create a social media strategy for HR practices around recruiting, development and engagement.
Learning Objectives include:
The role of social media in contemporary HR practices
Social media trends and their impact on HR
Core concepts for social media policies/guidelines for employees
HR technology, new approaches to recruiting, development and engagement using social media
ABOUT THE SPEAKER
Joe Rotella joined Delphia Consulting in 2002 following a brilliant career in software design and development with Lucent Technologies and Bell Laboratories. While at Bell Labs, Joe earned the coveted Distinguished Member of Technical Staff (DMTS) designation. Joe served as Delphia’s Chief Technical Officer (CTO) for 11 years before transitioning to become its Chief Marketing Officer in 2014. Joe’s also served on HRACO’s board and teaches the Strategic Management module of the SHRM Learning System in HRACO’s PHR/SHPR Preparatory program.
Similar to Liaison-Summit-Scheetz-Barber-Handout-08-09-2016 (20)
1. DIGITAL AND FACE-TO-FACE OUTREACH:
UNDERSTANDING THE BALANCE
Get Ready for an Interactive Poll!
Open a browser to www.pollev.com/tillerhewitt088
2. Deborah Scheetz
Director of Professional Outreach and Physician Relations
Mary Barber
Director of Corporate Communication
MEET YOUR PRESENTERS
2
3. When to be High Tech When to be High Touch
3
WHAT WE WILL LEARN AND DISCOVER TODAY
4. 4
STRIKE YOUR BALANCE: FIVE ESSENTIAL QUESTIONS
1. Who is our Audience?
2. What is the Objective?
4. What is the Best Channel?
3. What is the Story?
5. How will We Measure Success?
5. AUDIENCE POLL INSTRUCTIONS
5
On your phone, tablet or laptop, open a browser to
www.pollev.com/tillerhewitt088
Note: You do not need to “Log in”
Answer questions as prompted
Note: If you want to change your answers – you can “Clear responses”
Your answers will automatically (and anonymously) populate on the
presentation screen
Ready! Set! Go!
6. 6
AUDIENCE POLL
QUESTION 1
Rate these “high-TOUCH” outreach methods.
How often do they elicit an engaged response from a physician?
1 = Never 2= Rarely 3=Sometimes 4=Frequently 5 = Always
Note: Skip it if you haven’t tried it!
1. Office visit by appointment
2. Office visit – drop in
3. Phone call directly to physician
4. Phone call to member of office staff
5. Personal letter or collateral “leave-behinds”
6. Social events
7. Professional events
9. 9
1. Who is the Audience?
2. What is the Objective?
4. What is the Best Channel?
3. What is the Story?
5. How will We Measure Success?
Know who they are
Strategically target them
13. COMMUNICATION PREFERENCES
13
Traditionalists:
Used to formality…
Memos, personal conversation, phone call
Boomers:
Personal call, v-mail, email
Gen X & Millenniels:
Cell, text, social media
BEWARE of
Generational
Generalizations
14. WE KNOW SOME “SUPER” BOOMERS
14
BEWARE of
Generational
Generalizations
15. SUPER-BOOMER: POWER OF ONE-TO-ONE
15
John Sample, MD
Plastic & Cosmetic Surgeon
Hi, Dr. Sample ….. From both Ron Bierman and myself:
Congratulations on the great recommendations on LinkedIn,
especially for your entrepreneurial spirit. Extending an open invitation
from Ron – we would love to do some brainstorming with you…
Sure…You want to be creative and do what no
one else is doing in this area? I have a few
things happening. Let me know what day works
for you!
16. BY THE NUMBERS: SOCIAL MEDIA IN HEALTHCARE
16
At the Patient Level:
40% used the information to make
healthcare decisions
60% of adults used the Internet
to access medical information
17. BY THE NUMBERS: SOCIAL MEDIA IN HEALTHCARE
17
At the Organization Level:
Avg. top health system has:
10 Affiliated Hospitals
5 Facebook Pages
4 Twitter Accounts
32% of hospital systems have mentioned their doctors on social media
Systems mentioning their doctors have 443% more followers than their
peers
18. BY THE NUMBERS: SOCIAL MEDIA IN HEALTHCARE
18
At the Provider Level:
60% of physicians’ most popular activities on social are following what
colleagues are sharing and discussing
2/3 of doctors are using social media for professional services
31% of health care professionals use social media for professional
networking and development
Source: MDigitalLife
19. 19
2. What is the Objective?
2. What is the Objective?
4. What is the Best Channel?
3. What is the Story?
5. How will We Measure Success?
Your Clear Objective as Liaison
Their “WIIFM” Objectives as Providers
20. TARGETING: STRATEGIC PLAN IS YOUR MAP
20
Align your targets with strategic initiatives:
CEO goals
Hospital SWOT
Growth and retention targets
Past 5 years’ targets and trends
Major initiatives by service line
Competitive analysis and external intel
Surveys, score cards and financial reports
Evaluate and Adjust Based on Real-Time Data!
22. 22
THE PROVIDER’S OBJECTIVE: WIIFM
Source: Marjorie Stiegler, MD
Grow the practice by helping patients find them
Manage their professional reputation
Recruit “A” team providers
Share their passion
Find collaborators
Make surprising connections
Make a bigger difference by disseminating work
25. 25
Brand Journalism:
Focus on Conversations, Not Promotion
Brand journalism involves telling journalism-style stories
that make readers want to know more; stories that don’t
read like marketing or advertising copy.
It means having conversations with your customer, not
preaching at them.
Source: brandjournalism.com
26. 26
DOCTORS’ DAY IS EVERY DAY
Boost reputation
Create brand name
awareness
Engage in two-way
conversations
Attract new recruits
Why this
Matters
Dr. Dang’s personality
“sells” our hospitalist
program all year long.
It’s much easier to work
on strategy and ask for
help when you have an
established relationship.
27. 27
DR. SETH’S STORY GOES VIRAL…
Why this
Matters
We were Dr. Seth’s first
choice to host an educational
forum about this miraculous
surgery.
I’ve been able to ask him to do
more surgeries. We have
increased referrals and brand
recognition.
28. …LEADS TO SURPRISING CONNECTIONS…
28
Why this
Matters
Collaborating with experts
increases credibility and
visibility.
When they share with their
networks, our visibility
expands exponentially!
29. …AND MAKES A BIGGER DIFFERENCE
WE SOON WILL BE HELPING VETERANS ALL OVER THE WORLD
29
30. MAKE IT REAL IN THE FIELD
ALIGNED OBJECTIVES
30
Provider
• Grow the practice
• Manage reputation
• Recruit “A” team
• Share passion
• Connect and
collaborate
• Make a difference
Liaison
• Build the brand and
top of mind awareness
• Engage physicians
• Grow referrals
• Create relationships
• Increase market share
• Extend reach
34. 34
5. How Do We Measure Success?
2. What is the Objective?
4. What is the Best Channel?
3. What is the Story?
5. How will We Measure Success?
What Gets Measured Gets Done!
35. 35
METRICS THAT MATTER
Liaisons look at outcomes aligned with strategic growth objectives:
Marketers look at audience engagement aligned with brand strategy:
Interaction:
YTD Calls by Liaison
Behavior: Results:
Events and Appointments Referral Activity
36. 36
DATA-DRIVEN ACTIVITY
Why DATA
Matters
“Without data, you’re just
another person with an
opinion!”
Combining data with field
activity, optimal reporting
and accountability, results
are not only measurable,
the are OFF THE
CHARTS!
Zero in on Real-Time Activity
37. RESOURCES – IMMEDIACY AND RELEVANCE
37
Over 2,000 contributing authors
Blog chronicles through the prism of
a PCP
Offers highly coveted publishing
place for doctors and patients
Top influencers in
healthcare/medicine
Transforming social media presence
into main stream media voice
38. RESOURCES: FORUMS
38
Follow on Twitter and join members-only discussion forums:
AAPL American Association of Physician Liaisons @DrLiaison
Society for Healthcare Strategy and Market Development @SHSMDAHA
Tweet Chats for the latest healthcare conversations:
#MDChat — Tuesday 9 p.m. ET
Moderator: Phil Baumann via @MDChat
#HCSM- Sundays at 9 PM ET
Watch the horizon:
Mayo Clinic, Cleveland Clinic, MD Anderson
Margorie Steigler, MD @DrMStiegler
Dr. Kevin Pho @kevinmd
39. RESOURCES: LIAISON LEGACY ON LINKEDIN
FOR LIAISONS, BY LIAISONS
39
Profiles
Legends
Superstars
Up-and-Comers
Tips and advice
Inspiration:
Make it Matter!
40. RESOURCES
40
Deborah Scheetz
Director of Professional Outreach and Physician Relations
@DeborahScheeetz
330-354-9943
Deborah.Scheetz@AffinityMedicalCenter.com
www.AffinityMedicalCenter.Com
40