This document discusses using social media effectively for behavioral healthcare. It outlines how social media can empower patients and providers to share information. Key points include: - Social media allows sharing of real experiences and finding solutions for chronic conditions. - Platforms like blogs, forums, videos and social networks can engage patients and build communities. - Goals and metrics should be set to measure success of social media campaigns. Distribution plans aim for efficient coverage of the target audience. - Case studies show how organizations like Mayo Clinic use social networks, blogs and videos to educate and connect with patients.

1. Social Media Strategy for Behavioral HealthcareMay 6, 2010Bill BalderazFounder and Chief Optimism OfficerWebbed Marketing

2. AgendaWhy social media matters to youHow you can use social media effectivelyHow to measure your social media campaignIndustry case studies

3. Why Social Media Matters to You

4. Goal of Social Media in HealthcareTo empower the providers, clients, patients, doctors, hospitals, visitors and staff to share information.

5. How Americans Search Health Info36% want to see what other consumers say about medication or treatment34% using social media, 46% using health portals, 67% using search engines21% using Wikipedia

6. Why Social Media Matters in Healthcare

7. Google Trends- Tracking Search Patterns

8. Healthcare Uses for Twitter

9. Healthcare Sources for Patients

10. Health Information Resources UsedGeneral search engines

11. Social Media Works in HealthcareChronic diseases such as diabetes, mood disorders, obesity, migraines, etc.Engages in people’s daily livesExchange real information with real peopleUp to dateFinding practical solutions to deal with these chronic conditions

12. How You Can Use Social Media

13. Social Media Uses in HealthcareBlogs enable clients to share stories, photos and videos about experiencesOnline forums allow clients to post opinions and engage in conversationsPodcasts & videos allow people to listen and share contentRSS feeds provide mediums to receive new information fastSocial networks to build communities of people with similar interests

14. Mental and Behavioral Health Communities

15. Mental and Behavioral Health Communities

16. TwitterListening!140-character messages to your “followers”Syndicate newsPromote events and classesHealth information for clientsRecruitmentInfluence policy

17. Behavioral Health on Twitter

18. Mental Health on Twitter

19. Mental Health Conversations on Twitter

20. FacebookSocial network to connect and chat with friendsPost videosSynidcate news storiesPost about eventsPhoto galleries of eventsConnect with a geography AND demographic, such as moms, nurses, etc.Create loyalty

21. Behavioral Health on Facebook

22. Mental Health on Facebook

23. YouTube and Blip.tvVideo sharing site with friends, comments and ratingsReach a broad audienceHR promotional material for recruitmentExecutive interviews and physician interviewsClient interviewsEvents and classesDrive traffic to Web site, too!

24. Mental Health on YouTube

25. Syndicating and Tagging SitesDigg, Reddit, Delicious, Stumble UponReaders review and rate news stories and articlesMore views, more prominentFollow people with similar interests to see what they are readingConnect with others in a similar interest, such as mental health, nurses, etc.

26. How to Measure Your Social Media Campaign

27. Set Clear GoalsCan’t measure “more buzz”Define measurable metrics – 16 media placements, 40 relevant links, increase clients12%Take baseline metrics before campaign startsSEO metrics, social media metricsBreak metrics down into quantifiable goalsMentions in blogs, social networks, links to the siteYou can quantify metrics

28. Determine the HookSet goals before determining the “hook”Questionnaire to determine need – What gets your participants excited?Examples: white paper, video, online calculator/application, stunt

29. Determine the Distribution PlanEarn your way to distributionDon’t think of it as “free” marketingLook for specialized networks or high-profile bloggers that don’t often get pitchedRate the value of each participant and determine the pitch

30. Determine the Distribution PlanThink in terms of most efficient coverageExamples: pitch a blogger, obtain a following on MySpace/Facebook, use tagging sites, Tweet to your target audience, make new connections on LinkedIn, build a presence on targeted social networksGreat Content + Great Distribution = Great Word of Mouth

31. Measurement SummaryStart with a strategic goal More clients, education or media awarenessBreak those into measurable “micro-goals”Inbound links, Web site traffic, blogger mentionsCreate a baseline scorecardCorrelate progress against the strategic with progress on “micro-goals”

32. Industry Case Studies

33. MayoClinicAt one time, Mayo Clinic podcasts reached #29 on iTunes list of top 100 podcastsFacebook page with 14,650 friendsYouTube channel with doctors talking about illness, treatment and researchHealth blog for consumers & media to improve the process of medical reportingCreating “secret groups” on Facebook for people similar illness to connect

34. Mayo Clinic News Media Syndications

35. Healthcare Social Media SitesCenter for Disease ControlCIGNA CorpPartners Healthcare SystemTesting behaviors in virtual world

36. MedScapeSocial network for doctorsMirrors Facebook/MySpaceMore than 100,000 physiciansMust verify license to joinTopics include ethics, patient requests, crisis situations, malpractice lawsuits

37. Patient Comment SitesThehealthcarescoop.comPatients tell-it-as-it-is review siteMore than 5,000 stories from across the U.S. More than 1,000 clinics/hospitalsMore than 2,000 topics

38. Hospital CEO BlogsRunningAHospital.blogspot.comPaul Levy, CEO of Boston’s Beth Israel Deaconess HosptialWindberblog.typepad.comNick Jacobs, CEO of Windber Medical Center in PA

39. Get Social TodayAttendance and enthusiasm are half the gameDon’t play in the space if you aren’t going to participate!Dedicate time to making this workSeek first to understand, then to be understoodThe conversation is going on right now, the only decision is if you will be involved

40. Questions & CommentsBill Balderazwww.webbedmarketing.combbalderaz@webbedmarketing.com@bbalderaz