6. The Connected Consumer
Broadcast era is over
Can‟t simply buy people‟s attention
The consumer controls:
What they view
When they view it
And how they view it (what screen)
Community building is an ideal way to take
advantage of this trend
Helps brands connect with their audiences in
a more human manner
8. Marketing as Community Building
New reality: population health management
Need for healthcare marketing reform
Moving from marketing “to” women (and
families) to marketing “with” women
Making an investment in community
Deepening engagement with your brand
Must feel authentic
Provide value via the relationship
How do you enrich her life?
Sense of community - belonging
9. What Does Value Look Like?
Entertainment
Information resource
Sense of belonging
Opportunity for self-expression
Opportunity to be heard; to share
Emotional connection
All of these should be present within a
community
10. The Role of Community
“As long as women feel safe in a
community, they will feel free to express
their personal viewpoints which adds
authenticity and attracts other women „like
them‟, increasing a community‟s value,”
Toby Bloomberg, Founder of the Diva Marketing Blog and
recognized by Forbes as a top social media blogger.
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11. Elements of Community
Reciprocity
Shared values or interests
Commonality
Listening – We want to be heard
Valuing the opinions of others
Support – emotional and informational
Kindness/Civility
Feeling valued and appreciated
12. Environments/Communities
Blogs
Social networking platforms: Facebook,
Pinterest, etc.
True online communities (Inspire, Everyday
Health, etc.)
Inspire.com: 5 million+ blog posts by
members (working with Stanford Medicine)
Your website! What kind of environment have
you created? The low hanging fruit.
13. Community allows you to learn from
your constituents; these are
listening and learning platforms.
14. A New Role for
Marketers: Creating
Environments for
Healing & Sharing
18. Keys to Building Community
on Facebook
Segmentation!
You need to “feed” the conversation
Profile clinicians – always generates
comments
Encourage discussion and sharing
Ask for opinions and photos
Respond to comments and questions publicly
Enrich the brand experience with photos and
videos
24. Signature Moms Blog
8 bloggers from the
community
42,000 visits in 2012
64,234 visits in 2013
Surpassed 149,000
total visits!
2,500+ subscribers
600+ comments
26. Every Woman Blog
Lexington Medical
Center, West
Columbia, SC
8 bloggers from the
community
27,000 visits in 2012
44,695 in 2013
700+ comments
31. Online Patient Support Communities
“The proliferation of Web forums and
discussion boards and medical blogs all
speak to our inherent desire to seek out those
like us, to affirm the symptoms and
aberrations we’ve finally found a name for, to
assimilate into a community when we’ve felt
isolated from the larger world of the healthy
for so long.”
Life Disrupted: Getting Real About Chronic Illness In
Your Twenties and Thirties, by Laurie Edwards
32. Online Patient Support Communities
“When I was finally diagnosed, it was very important to
me to find other people with my problems. Determined to
find a community; however remote or far-flung it was, I
scoured the Internet looking for PCD and bronchiectasis
Web rings and Internet groups. I read all the discussion
forums threads in earnest, and even posted now and
again. Story after story dealt with misdiagnosis, and our
narratives included many of the same details. This is like
reading my life story, I thought over and over…”
Life Disrupted: Getting Real About Chronic Illness In Your
Twenties and Thirties, by Laurie Edwards
64. Marketing Your Community
First, manage expectations. Slow growth is
normal.
Tools for cross promoting your community:
Website
Social media platforms
Signage within your facility!
Handouts for patients
QR codes in your exam rooms.
Don‟t rule out traditional tools: print ads,
posters
65. Community Lifecycle
Inception
Invite members to join
Help to initiate and sustain discussions
Encourage habit of visiting the site frequently to keep up with
conversations
Invest time in building relationships with members
Establishment
Supply regular stream of content
Facilitate conversation
Organize events and interaction
Resolve conflict
Community-building tactics
Source: FeverBee
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66. Community Lifecycle
Maturity
Provide focus and direction
Promote the community within its sector
Set growth and retention goals
Set ongoing goals and visions for the community
Self-Sustaining
If the audience is large enough, begin investigating the
establishment of sub-groups
Train leaders of sub-groups
Promote and support sub-groups
Source: FeverBee
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67. Remember the Hive
Attract people with shared interests
Make them feel welcome
Encourage them to tell their stories and
interact
Feed their interest with good information
Position your organization as a resource with
a shared passion for the subject
Let them become your ambassadors, telling
your story and inviting others to the hive.
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68. Gladly Accepting New Clients!
Dan Dunlop, Principal
Jennings
Email: ddunlop@jenningsco.com
Twitter: @dandunlop
Linkedin: www.linkedin.com/in/dandunlop/
Blog:
www.TheHealthcareMarketer.Wordpress.com