Facebook for Business delivered to ACT Digital Enterprise on 14 may 2013ACTDigitalEnterprise
Social Media is critical for business marketing in the current global digital boom. This workshop covers the basics of establishing a Facebook page for your business.
Healthcare marketers today are battling several powerful diseases. Apprehensive Social Media Syndrome -- ASMS, and One-Way Social Media Disorder -- OWSMD. And if you're not, your customers are online and hungry for information and engagement with YOU. Here are some insights on how health and wellness marketers can write their own prescription for success in social media marketing.
On 12th November, our Head of Communications, Joe McCrea led a three-hour masterclass with Practice Managers looking at the challenge of embedding social media in GP Practices. The slides are attached. For any enquiries, e-mail joe.mccrea@eastleicestershireandrutlandccg.nhs.uk
Rhiannon Headlam, paid advertising strategist, Spindogs
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.ukVisit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Facebook for Business delivered to ACT Digital Enterprise on 14 may 2013ACTDigitalEnterprise
Social Media is critical for business marketing in the current global digital boom. This workshop covers the basics of establishing a Facebook page for your business.
Healthcare marketers today are battling several powerful diseases. Apprehensive Social Media Syndrome -- ASMS, and One-Way Social Media Disorder -- OWSMD. And if you're not, your customers are online and hungry for information and engagement with YOU. Here are some insights on how health and wellness marketers can write their own prescription for success in social media marketing.
On 12th November, our Head of Communications, Joe McCrea led a three-hour masterclass with Practice Managers looking at the challenge of embedding social media in GP Practices. The slides are attached. For any enquiries, e-mail joe.mccrea@eastleicestershireandrutlandccg.nhs.uk
Rhiannon Headlam, paid advertising strategist, Spindogs
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.ukVisit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Michele Madden, managing director, nfpSynergy
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Social in Seattle: How Children's Hospital Boston uses social media to commun...Matt Cyr
In this presentation, given at the Ragan Communications Conference in Seattle from April13-15, Matt Cyr talks about how Children's Hospital Boston uses Facebook, blogs, Twitter and YouTube to connect with its patients, families and physicians.
Social marketing uses the benefits of doing social good to secure customer engagement.
In social marketing the distinguishing feature is its "primary focus on social good”
It is not a secondary outcome.
Not all public sector and not-for-profit marketing is social marketing.
And Social marketing is a non-profit marketing.
Mandy Vavrinak's presentation on New PR - Beyond the Press Release from the March 2011 Social Media Tulsa conference. Teaching PR and non-PR people how to better utilize the social tools of today to get better results.
A slideshow based on my article on LinkedIn titled 'How to Strategise for Social Media'. Read article on https://www.linkedin.com/pulse/strategizing-social-media-benita-bhatia-dua
In this webinar, social media expert, Gayatri Wood, debunks six common social media myths and show you the path to social success.
https://bizinkonline.com/webinar-6-social-media-myths-busted/
Meaningful Surveys that Drive Engagement Before, During & After EventsHighRoad Solution
Are you sick of receiving event evaluations that only give you feedback on the temperature of the room and food quality? Join this session to talk about using surveys to aid with crowdsourcing content, identifying key “event ambassadors” and getting back insightful data from which you can build event programs that engage long after your last attendee has departed. Watch this entire webinar and others by Highroad U on our YouTube channel: http://shout.lt/rMNF
Social Media Strategies to Click and ConnectLee Aase
Slides for my June 9, 2018 presentation at #RAREontheRoad in Houston, TX. This is the first in a series of three workshops this summer sponsored by GlobalGenes and the Every Life Foundation for Rare Diseases.
Social media has rapidly grown in scope and significance over the past few years. Twitter, Facebook and other social presences are now as much a staple of an organization's communication activity as a basic website. This evolution towards more active engagement with consumers is a natural fit for some industries, but presents unique challenges for others – including healthcare. Social media also offers healthcare organizations important opportunities to connect with consumers in a meaningful personal context.
How to Create a Winning Recruitment StrategyCareerBuilder
A winning recruitment strategy is the difference between companies that lead and companies that lag, and now is the perfect time to build or revitalize your recruitment strategy.
Michele Madden, managing director, nfpSynergy
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Social in Seattle: How Children's Hospital Boston uses social media to commun...Matt Cyr
In this presentation, given at the Ragan Communications Conference in Seattle from April13-15, Matt Cyr talks about how Children's Hospital Boston uses Facebook, blogs, Twitter and YouTube to connect with its patients, families and physicians.
Social marketing uses the benefits of doing social good to secure customer engagement.
In social marketing the distinguishing feature is its "primary focus on social good”
It is not a secondary outcome.
Not all public sector and not-for-profit marketing is social marketing.
And Social marketing is a non-profit marketing.
Mandy Vavrinak's presentation on New PR - Beyond the Press Release from the March 2011 Social Media Tulsa conference. Teaching PR and non-PR people how to better utilize the social tools of today to get better results.
A slideshow based on my article on LinkedIn titled 'How to Strategise for Social Media'. Read article on https://www.linkedin.com/pulse/strategizing-social-media-benita-bhatia-dua
In this webinar, social media expert, Gayatri Wood, debunks six common social media myths and show you the path to social success.
https://bizinkonline.com/webinar-6-social-media-myths-busted/
Meaningful Surveys that Drive Engagement Before, During & After EventsHighRoad Solution
Are you sick of receiving event evaluations that only give you feedback on the temperature of the room and food quality? Join this session to talk about using surveys to aid with crowdsourcing content, identifying key “event ambassadors” and getting back insightful data from which you can build event programs that engage long after your last attendee has departed. Watch this entire webinar and others by Highroad U on our YouTube channel: http://shout.lt/rMNF
Social Media Strategies to Click and ConnectLee Aase
Slides for my June 9, 2018 presentation at #RAREontheRoad in Houston, TX. This is the first in a series of three workshops this summer sponsored by GlobalGenes and the Every Life Foundation for Rare Diseases.
Social media has rapidly grown in scope and significance over the past few years. Twitter, Facebook and other social presences are now as much a staple of an organization's communication activity as a basic website. This evolution towards more active engagement with consumers is a natural fit for some industries, but presents unique challenges for others – including healthcare. Social media also offers healthcare organizations important opportunities to connect with consumers in a meaningful personal context.
How to Create a Winning Recruitment StrategyCareerBuilder
A winning recruitment strategy is the difference between companies that lead and companies that lag, and now is the perfect time to build or revitalize your recruitment strategy.
Completely align the Recruitment Strategy with the business plan, so as to stay head of the curve with the leaders in recruiting Top Talent from the industry.
Understand and Differentiate between strategic recruitment and selection.
Identify the dual goals of recruiting.
Comprehend recruitment process from organizational as well as individual perspective.
Identify what strategic decisions are involved in recruiting.
Explain the major recruitment methods and analyze their advantages and disadvantages.
Identify the basic selection criteria.
Design and administer an effective selection process.
Evaluate the three methods e.g., information gathering, tests and interviewing used in employee selection.
Appreciate varied contemporary interviewing techniques used by interviewers.
Design interview form and evaluation matrix.
Best Practices in Recruiting Today - High-Impact Talent AcquisitionJosh Bersin
Preliminary findings for Bersin by Deloitte 2013 High-Impact Talent Acquisition research. What drives business impact in corporate recruiting today? What are the top practices to focus on? Presented at iRecruit conference June 2013.
Using Engagement Marketing to Build Trust and Generate Business for Your Dent...Dale "DataDale" Filhaber
The premise of marketing is remarkably simple: People buy from people they trust.
Effective marketing is all about creating that culture of trust and knowledge with your customers and prospects.
What makes people trust you?
Your marketing efforts need to build relationships that override basic features and price; your audience needs to feel that you are providing them with information and a service level they can’t get from anyone else.
With Engagement Marketing, you are creating that trust by
driving your interested audience towards these goals:
• Encouraging a dialogue with the individual to help them to make a purchase decision. An engaged customer is likely to become a loyal repeat customer.
• Cultivating the individual as an advocate of your thought leadership and market image. Advocates will recommend your products and services enthusiastically to their network of friends and business colleagues.
This program will explore different Engagement Marketing opportunities and provide actionable tips you can use to develop an Engagement Marketing Plan
Social media can be a powerful tool for storytelling but there are some ethical considerations one has to make. Privacy of those you serve, your obligation to your board, and how you brand yourself on social media are some of the many considerations you have to make. This presentation will explore some ethical dilemma' s a non-profit can face and how your can reduce risks that may come along.
About presenter:
Sean Erreger, is a licensed clinical social worker practicing in the area that also does training around best practices of social media for mental health, healthcare, and non-profits. You can find him at www.stuckonsocialwork.com
2014 social media marketing trends and the independent pharmacy finalCody Midlam
Program Description:
This program will identify current social media marketing practices as they apply to small and mid-sized businesses. These concepts will be applied to retail pharmacy, demonstrating how an independent pharmacy owner can leverage social media marketing to build and maintain a position of value in both local and online communities.
Objectives:
1. Explain what social media marketing is in 2014
2. Identify the most common tools currently being used for social media marketing
3. Investigate how social media marketing applies to small businesses and specifically, independent community pharmacies
4. Cite real-world success stories of social media in healthcare and related industries
5. Compare and contrast internal vs external marketing efforts for the independent pharmacy owner
Social Media for Personal & Professional use. heleenamckinney
Heleena McKinney and Erin Hart created this presentation to give the our internal organizations an overview into using social media effectively - both in personal use, in general business use and for business use in healthcare. We covered a variety of perspectives and used examples as they relate to our medical community & city - Cincinnati! Feel free to contact us for opportunities, for further information or to get the corresponding notes for each slide. Also please note that many slides have links within them to take you to videos - such as clicking the "grocery cart" in Slide #5. The referral to #epicBYOB - corresponds to "Bring Your Own Breakfast" presentations held at our organizations monthly to discuss relevant topics in healthcare. Thank You!
A strong dental practice needs to generate 24-50 new patients each month. It's no secret that word of mouth referrals can't keep up, consumers are shopping online and there is more competition than ever before.
The fact is that people prefer to do business with businesses that they trust.
This presentation gives you the tools to enhance your marketing program to built trust and generate business.
A new dental patient will generate a minimum of $4500 in their lifetime at a practice. That doesn't include referrals. Since all practices incur attrition, every Dental Practice needs to generate between 24-50 new patients per month. This presentation will give dental marketers the tools to achieve this goal.
7 Steps To Travel Industry Social Media Mastery by @DrNatalie #DrNatalieDr. Natalie Petouhoff
Many people start their social media initiatives by putting up a Facebook and a Twitter and saying things like, "Happy Monday and buy our stuff." And then wonder where the ROI is.
In my consulting with companies over the past 12 years in digital and social media, I found that there isn't much structure around how to approach social media - not enough information on how to do more of the right things, benchmark where the company is and figure out -- from best practices -- what those next steps are...
This presentation looks at 7 Steps to FastTrack Your Social Media and Digital Communication Programs. It's what I use not only in my consulting but also what I teach at The Summer Institute for Center for Media, Entertainment and Sports at UCLA Anderson as well as at UCLA Extension.
I think you find some great practical and strategic tips that will get your further along in your initiatives so you can justify your program and get the budget you need and the resources! Social Media is not free. It does have a very high ROI... but you have to know how to use it to get the ROI...
Let Your Creativity Run Wild for Parent UniversityShawn C. Petty
(OSTICON 2015 Presentation by Willa Rosen, ESC 13) ~ This session helps schools, teachers, and ACE program staff use principles “borrowed” from business and advertising to meet the needs of families. Participants will learn to use a mix of data-driven strategies with high-energy brainstorming to create family education topics that will pack your classrooms and engage parents.
Hospital Public Relations and Marketing via Social MediaBacon Social Media
This presentation looks at the importance of online reputation management for hospitals and organizations in the healthcare industry. The presenters cover how to monitor your digital footprint and find incorrect, misleading and unfavorable information. They also discuss how to respond to negative information and expose search engine results to positive and helpful information. Social Media sites are also covered. Facebook for hospitals, Pinterest for hospitals, and social media marketing are included topics.
Presenters: Ryan Sides, Lead Strategist, Bacon Social Media
Mary Ellen Slayter, Managing Director/Founder, Reputation Capital Media Services
Social media can be used as powerful public health communication tools for raising awareness, connecting and engaging with your stakeholders, building and sustaining relationships, and encouraging calls to action. Yet, whether you’re a total newbie or a social media guru looking to step up your game, nothing can defeat your efforts more than winging it without a plan.
In this webinar, the first session in the latest 21st Century New Media Series from CALPACT and CHL at UC Berkeley's School of Public Health, JC De Vera of the Greenlining Institute and Rae Roca-Pickett of the Young Invincibles share how they’ve built a social media strategy that works, is integrated with their overall communications plan, and helps them to create meaningful impact with the communities they serve.
Enjoy this presentation from the training!
Listen to the webinar here:
https://cc.readytalk.com/cc/playback/Playback.do?id=8aarvf
To view other resources from this webinar:
The Art of Listening Social Media Toolkit for Nonprofits:
http://www.slideshare.net/SPHCalpact/the-artoflisteningsocialmediatoolkitfornonprofits
To learn more about this series, please visit: http://chl.berkeley.edu/events/newmedia/2014-new-media-trainings/sessions.html
Follow Us on Twitter: @CALPACT
Facebook: http://www.facebook.com/CALPACTUCB
Website: www.calpact.org
This slide show is part of the Open Social Media Initiative.
Do you know what it means to be a social business? Do you know the steps to take to get there? This slide show will show you how, with examples.
Attention: Public Health Departments…Help Stop the Spread of COVID-19 with Te...Mosio
Two public health departments recently approached Mosio to determine how our text messaging service could fit into a system of reporting symptoms and maintaining contact with quarantined individuals.
Here are five ways text messaging can help local health departments encourage preventative measures, track coronavirus symptoms and monitor people under quarantine.
Mosio's Clinical Trial Patient Recruitment and Retention Ebook (First Edition)Mosio
The first edition of Mosio's patient recruitment and retention ebook contains 68 tips and examples from clinical research industry professionals on ways to improve efforts to recruit, retain and engage clinical trial patients.
To get access to a free download of the 2nd Edition, visit http://www.mosio.com/prebook
For more information on how you can improve patient engagement while increasing workflow efficiencies in communicating with study participants using two-way text messaging, please visit us at http://www.mosio.com
MAGI West Presentation from Dale Korth (Manager, Marketing and Recruitment, C...Mosio
Clinical trials patient recruitment and retention presentation given by Dale at MAGI West.
Dale Korth
Manager, Marketing and Recruitment
Clinical Trials of Texas
http://www.saresearch.com
6 Reasons Not to Build a Mobile Application for your Conference, Event or Mee...Mosio
Developing mobile applications is a costly and time consuming endeavor. Depending on your goals and budget, odds are you may not have to develop one to engage employees on their mobile devices. This presentation shows 6 things to consider if you are interested in developing a mobile application for your event.
For more info, visit us at http://www.mosio.com/biz
Mosio | Customer Feedback via Text Messaging | Customer Service | Comments | ...Mosio
This is a presentation from Mosio about how SMS Text Messaging can be utilized effectively in customer service to receive and respond to customer comments, questions and feedback.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
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RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Patient Wise - Presentation - Updating Your Recruitment Strategy 2013
1. Zero Moment of Truth:
Finding Your Patients and Updating
Your Patient Recruitment Strategy
Presented by:
Annie Garvey
Director, Patient Outreach
2. Learning Objectives
• Update your patient recruitment and marketing strategy
• Understand who and where your patients are
• Recognize the “Zero Moment of Truth” and how it affects
patient recruitment
• Begin to contribute to the conversation
• Understand which metrics are most important
3. What is Zero Moment of Truth?
Point in time where you grab your
laptop/smartphone and start learning about
a product or service that you’re thinking
about trying or buying
5. Why Does Zero Moment of Truth Matter?
• 70% of Americans say they look at product reviews before
making a purchase1
• 79% of consumers now say they use a smartphone to help
with shopping2
• 83% of moms say they do online research after seeing TV
commercials for products that interest them3
1. “The New Info Shopper,” Penn, Schoen & Berland Associates, 2009
2. Google/Ipsos OTX MediaCT, “The Mobile Movement Study,” April 2011, N=5,000
3. BabyCenter Study on Google Search, Nov. 2009
6. Why Does Zero Moment of Truth Matter?
• American households now spend as much time online as
they do watching TV but in 2010 only 15% of media
budgets were spent online1
• In 2011, average shopper used 10.4 sources, up from 5.3
sources in 20102
• 84% of shoppers say that ZMOT shapes their decisions2
1.
2.
eMarketer, “U.S. Total Media and Online Ad Spending,” Nov. 2010
2. Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2011
7. What Does This All Mean?
ZMOT is a new model and a new
conversation that we all have to be a part of
9. Understanding the Benefits of the Conversation
1. Positions your site as the subject matter expert
2. Builds audience trust through competency and
consistency
3. Clinical research seen as a safe alternative
4. Leads to an increase in patients
10. Before You Join the Conversation
1. Update your website
a. Clear “entrances” for Patients and Sponsors/CROs
b. Organized copy
c. Friendly/personable language
2. Add a blog/news page
a.
Helps with optimization
3. Set up social media accounts
a. Even if there’s no plan, secure the name
b. Create a master document with logins/passwords
11. ZMOT’s Affect on Patient Recruitment
• M/F, 18-75, with [disease] is not a viable answer
• Need a bit more creativity to target your audience
12. ZMOT’s Affect on Patient Recruitment
• Truly paint the picture of your “ideal patient”
• Male/female
• Age
• Lifestyle
• Financial situation
• Geographic radius
• Daily activities
13. Meet Cheryl – ZMOT Style
•
•
•
•
•
•
•
•
•
•
•
Female
60 years old
Diagnosed with T2D
Loves bird watching
Middle-class
Eugene, OR
Tries to walk and clean around the house
Enjoys her monthly book club
Valiant attempts to manage her health
Facebook user to reconnect with college classmates
Avid online user to research new recipes and crafts
14. Discussion: How Do We Engage Cheryl?
•
•
•
•
•
•
•
•
Promotion of healthy recipes?
Attending a health fair?
Radio advertising?
Local magazine/newspaper?
Facebook Advertising?
Google Ad Words?
Bird watching groups?
Referring physician program?
15. Polling Question: Social Media
•
How successful have your social media efforts been?
• Awesome – we love social media!
• Some success – we’re really not sure.
• Ehhhhh – yeah, not that good.
• We haven’t done anything/Not sure where to start.
17. Social Media: Before You Start
1. Define your mission and purpose
• Measure your results by likes, friends, etc.
2. Answer the question “why should I…”
• Like you? Follow you?
3. Be realistic about your resources
18. Social Media: Best Practices
•
Be relevant
•
Be consistent
•
Use eye-catching images
•
Keep your posts short
•
Be educational
22. Social Media: What You Can Do Right Now
•
Set up your social media accounts
•
Even if you don’t use them, take the username
(Facebook page/place, Twitter, YouTube, Pinterest)
•
Baseline your “signs of life”
•
Start following, liking, friending, etc. to build network
•
Share and like: people are watching who is sharing and
liking
•
Little bits of good content can bring high value
23. Social Media: Feeling Overwhelmed?
•
Think of ZMOT and social media like a new friendship
•
It takes time
•
Talk to people through social media like they are people
•
Even if you don’t use them, take the username
•
Showing the correlation between social media and patient
recruitment is not exact
•
Start small but be consistent
•
Start following, liking, and friending Sponsors/CROs, referring
clinics, patients, etc.
24. Track, Track, Track
•
Know what is and isn’t important
•
•
Comments, likes, # of followers, shares, re-tweets
Use the metrics to your advantage
•
Edit campaigns
•
Push for marketing dollars
AG Intro:
Good afternoon everyone and welcome! We are excited to bring you this presentation on finding your patients and updating your patient recruitment strategy.
So again, welcome. My name is Annie Garvey. I’ve been involved in patient recruitment at the site level and on a centralized level for a number of years. Currently, I’m heading up the efforts at PatientWise where we focus on working with sites directly to make the most of their $2k-$6k advertising budgets.
After learning objectives, need to poll the audience to gauge responsibilities, and how much of their focus is on patient recruitment.
In order to find your patients, we first need to understand ZMOT or the Zero Moment of Truth…
Google term developed by Jim Lecinski
Changing the “rulebook” of marketing.
This is the moment where consumers make choices that affect the success and failure of nearly every brand in the world….
ZMOT is a vital, new edition to the classic three-step process of stimulus, shelf, experience
Stimulus – see an ad
Shelf – goes to the store, sees the display, sales clerk answers questions, purchases the product
Experience – uses product, product works great, consumer is happy…
BUT NOW…
What was once a message is now a conversation – consumers find and share information about product in their own way, and in their own time
If consumers are researching houses and healthcare, they also look up Band-Aids and ballpoint pens – no MOT is too small
Google term developed by Jim Lecinski
Google term developed by Jim Lecinski
Let’s discuss items you need to have in place before you engage in the conversations.
How to join the conversation…
For our purposes today, joining the conversation consists of social media and online advertising. Oftentimes folks confuse social media with pay-for advertising and vice versa. So let’s set the record straight. Here are the two separate “buckets” of online marketing campaigns.
Social media is free. There are zero costs to you. It is a means of interacting among people where they create, share, and exchange information. These conversations are what make social media social. Most likely, you are familiar with these sites. This is 99% of where the “conversation” lay.
On the other side is online advertising. You might hear this referred to as pay-per-click advertising. Either way, a daily budget is being allocated and you are paying for every click. Here are some examples of popular online advertising outlets.
Let’s put ZMOT and finding your patient into action so you can hone your patient recruitment strategies.
Before we dive further into the social media realm, here’s another polling question for you…
Now if you weren’t convinced that you may want to have an online presence, or engage in an online patient recruitment campaign, consider these two infographics as to the average time and fastest growing social networking user.
If you take anything away from this slide, take these two points:
1.) If you don’t already have a Facebook page, you should create one.
2.) If you think that people over 55 are only reading the newspaper and watching reruns of The Andy Griffith Show, think again!
Begin with the end in mind says Steven Covey. It’s not about you and your study. It’s about the value you are bringing to them.
And if you say, “we want enrollments from this” – you need to think BIGGER!
Beware of people selling impressions, views, etc. The process has to follow the natural progression of human relationships.
Remember – social media is social for a reason
Were you ever listening to someone tell you a story, and all you can think is “what is this person talking about and how does it relate to me?”
Use your expertise when sharing. Discover your voice to share in the online discussion.
We’re going to look at who is doing this well and engaging their audience.
Don’t have to be a “big-wig” on Twitter with 3,000 followers to have influence. Little bits of high content can bring high value.
Go forth and conquer on Facebook, Twitter, Pintrest, and YouTube! If you have more questions, please call/e-mail Annie or I and we are more than willing to help.
Now we want to transition to online advertising and we would like to start by asking another polling question…
If you don’t track, you don’t know how well you’re doing…and maybe that “it’s not worth it.”
Social media is for engagement, online advertising is for screenings.
Work under a cost per click, not cost per impression (impression means every time the ad shows on the screen – you don’t want to pay for this).